V Kongres eHandlu, Stanisław Magierski (Enterprise Analytics Google): "Fundamenty digital analytics...

Fundamenty digital analytics a Google Analytics 360 Suite

Stanislaw MagierskiHead of CEE Sales, Google Analytics 360 Suite

© Google Inc. 2016. All rights reserved.

Marketing has significantly evolved

1940s

1970s

2000s

Print

Nielsen ratings

Online

TV, Radio


per day

At bus stop, listen to new music playlist 8:30am

Buy new tote to take to Coachella 11:15am

Browse festival styles on YouTube7:15pm

On bus, check email for sales this weekend5:29pm

At lunch, play Scrabble while waiting in line1:33pm

Use flashlight app to find dropped earring11:09pm

Use maps to get directions to Creole food truck 1:13pm

At work, book Coachella tickets11:36am

Wake up and read news online6:50am

On the bus, read articles about Coachella 8:42am

150x


Mars | Google

It’s all about Data

Believe there are silos in the organisation that prevent access

to insights

57%

think marketing measurement tools are difficult to use

60%

believe their data sources are

not well integrated.

84%

compete mostly on the basis of customer

experience in 2016.

89%

Current environment is challenging

Forrester

DAN


Market is getting complex


More tools, more data. Big data.


Four strategies to seize the opportunity

Understand the customer journey

Share insights with everyone

Get insights, not data

Deliver engaging experiences



Introducing the Google Analytics 360 Suite

The Google Analytics 360 Suite offers a powerful and integrated analytics solution for today’s biggest enterprises. Measure and improve the impact of

your marketing across every screen, channel and moment in today’s customer journey. It’s easy to use, makes data accessible for everyone, and

helps you discover and use the “ahas” you need to win.


Third-Party Platforms

Tag Manager 360 - Data Collection

Data Studio 360 Data Analysis and Visualization

Analytics 360Customer Insights

Attribution 360Cross-Channel Measurement

Optimize 360Site Testing and Personalization

Audience Center 360Audience

Management


From insight to impact with Google Analytics 360 Suite

Identify your target audience

Expand your audience across the entire web

Execute your integrated digital campaign

Test and optimise Measure performance across channels

Share results across the organisation


Track data across your digital footprint


Identify high-value customer segments for targeting


Expand your audience across all the web


Test and optimise Measure performanceacross channels



Analytics 360Customer Insights


Expand the reach of your audience





Test and optimise Share results across the organisation

Measure performanceacross channels


Audience Center 360Audience Data Management


Plan and traffic an integrated campaign








Personalize and optimize the experience







Optimize 360Website Personalization


Measure cross-channel performance







Attribution 360Performance Measurement


Share results and collaborate in real-time







Data Studio 360Data Visualisation +

Real Time Collaboration


Creating a virtuous cycle

Understand the customer journey

Get insights, not data

Share insights with everyone

Deliver engaging experiences



Unparalleled cross-device measurement

The power of Google’s industry leading graph to complete the picture

Best in class cross-device measurement and actionability combining 1st-party data and Google device graph

1 Your own graph with User ID and user data import capabilities

2

JON


Single view of owned, earned and paid data: Users1

Suite integration: Zero data loss within Google provides high data quality and reach

Gain new insights into your customers● Enrich your view with Google and 3rd-party data● Analyse user behaviour and reach similar users● Learn more through A/B tests on sites or campaigns

2

1. A User-centric approachJON


C

See the full impact of your campaigns1

● Simple to connect marketing and analytics data ● Compare your ROAS and user behavior across channels

Unsampled, Fresh Data: powered by Analytics as the core

Use rich user data to increase relevance● Combine data from your site, customer data, and more● Activate insights with a single click

Google Audience Data: exclusive access to demographics, affinities and in-market segments

2

2. First-class integrations with Google ad platforms

JON


Data in

Attribution 360 pulls in campaign and cost data from most marketing platforms

Workflow integrationsTag Manager 360 has built in support for hundreds of leading vendors

Data integrations with 100+ third-parties

Data out

Audience Center 360 enables one click publishing to 3rd-party DSPs and ad platforms

JON


4. Applying the Google magic to measurement

Optimize 3601

● Helps surface anomalies in your experiment data—even for metrics you aren’t specifically measuring

Analytics 3602

● Automatically creates virtual goals based on up to 30 attributes of a visit

Audience Center 3603

● Combine and analyze massive datasets without having to be an expert or build custom tools

Attribution 3604

● Offers predictive optimization recommendations to reveal the optimal mix across and within channels

JON


Our value proposition

3 Measurement platform made intuitive & collaborativeFast setup, easy to use, with powerful sharing

4 Actionable insights driven by machine-learning intelligence Data you can use

2 Seamless, powerful integrations for immediate actionsFully integrated analytics for seamless actionability

1 Enterprise-scale user centric platformPeople, not devices

JON

A T T R I B U T I O N

A Customer’s Journey is Complex

24


More marketers than ever are going beyond the last click

2012 15% 35%2015

Percent of marketers using algorithmic or rules-based attribution


Valuing each touch point: data-driven attribution

Paid Search Display Impression Email

Paid Search Email

Likelihood of Conversion3%

2% Likelihood of Conversion


Valuing each touch point: data-driven attribution

Likelihood of Conversion3%

2% Likelihood of Conversion

Paid Search Display Impression Email

Paid Search Email

50% increase in probability of conversion


AdWords search only→ Works across devices→ Full suite of rules-based and algorithmic

models


Digital paid channels, devices, engines and formats:

→ Available to all DCM/DS customers and does not require additional tagging


models


All online traffic sources:→ Connects to GDN, DCLK→ Includes website, email, affiliate channels→ Algorithmic model in 360 version→ Export to BigQuery




models


All online and offline channels, across devices, and partners:

→ 3rd party integrations→ MMM→ TV

All online traffic sources:→ Connects to GDN, DCLK→ Includes website, email, affiliate channels→ Algorithmic model in 360 version→ Export to BigQuery




models

Why Cross Device Matters

32

Why Cross Device Matters

33


Enhancing data-driven attribution with cross-device identity

Broad Reach Across Devices

More Accurate Measurement

Consumer FriendlyApproach

Google Device Graph

Tablet Video

DesktopDisplay

PhoneSearch

LaptopEmail

Data-Driven Attribution


Attribution 360 platform pillars

Science & AnalyticsData Collection & Management Insights & Action

Data Exportsand API

Reporting & Insights

Digital marketing & conversions

Context & cost data

Data joining & validation

TV ATTRIBUTION

PREDICTIVEOPTIMIZATION

Programmatic Connectors

EXPERIMENTS


Attribution 360 platform pillars

Science & AnalyticsData Collection & Management Insights & Action

Data Exportsand API

Reporting & Insights

TV ATTRIBUTION

PREDICTIVEOPTIMIZATION

Programmatic Connectors

EXPERIMENTSThird Party


How the solutions work together

Strategic and tactical optimization of current mix, test into new opportunities.

Cross-Channel Perspective for granular optimisation

Use Experiments to test new media and validate

recommendations

Roll out winners into MMM and refine baseline.

TV ATTRIBUTIONDATA-DRIVEN ATTRIBUTION

MARKETING MIX MODELING MARKETING EXPERIMENTS

Establish Baseline Understanding of Media

Portfolio


Let us show you hands-on!


Questions?


Appendix

V Kongres eHandlu, Stanisław Magierski (Enterprise Analytics Google): "Fundamenty digital analytics...

Marketing

Transcript of V Kongres eHandlu, Stanisław Magierski (Enterprise Analytics Google): "Fundamenty digital analytics...