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The latest news, tips and resources straight from the Google Analytics team.



Updated: 2017-02-20T13:09:50.511-08:00

 



‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360

2017-02-15T08:05:19.246-08:00

In a world where consumer behavior can shift on a dime, marketers constantly ask themselves: How can we be more useful to our customers? With all the data businesses collect, the challenge becomes tuning out the noise to focus on insights your team can act on. Today’s most successful businesses have turned to a new approach: building a culture of growth and optimization. This is where everyone in an organization is using data to test and learn as a means to improve the customer experience every day.The Next Web, a technology-media company and online publisher, has embraced this testing culture and turned to Google Optimize 360 to help them find just the right message to drive readers to their conference website.The Next Web Case Study The Next Web’s conferences bring tech leaders, entrepreneurs, and marketers together to innovate, share, and look ahead. The first TNW conference was created in 2006 by Patrick de Laive and Boris Veldhuijzen van Zanten, when they couldn’t find the kind of event they needed to showcase their own startup.That first event drew a respectable 280 attendees, but the founders knew they needed a better way to promote future TNW conferences. That’s when they launched thenextweb.com, a tech news and culture website that today attracts 8 million users a month. The Next Web’s two annual conferences in New York City and Amsterdam now draw over 20,000 attendees.The Next Web’s marketing team uses promotional messages within articles on thenextweb.com to drive potential attendees to the conference website and sell tickets. To find out which combination of messages works best, they used Google Optimize 360, an integrated part of the Google Analytics 360 Suite. "We want more people to read content on thenextweb.com as a first step," says Martijn Scheijbeler, who leads the marketing team's efforts. "If we can convince them to become a loyal user, we can try to interest them in different opportunities. In the end, we’d like them to join us at one of our events to experience what The Next Web is really about." With one of its conferences coming up, The Next Web's marketing team wanted to compare different headlines and descriptions to see which combination would drive more readers to its conference page. Using Optimize 360, The Next Web team ran a multivariate experiment to discover the combinations that worked best. For The Next Web, the results were clear: The "All Killer, No Filler" headline with the "This one's different, trust us" description was the winner. During the experiment it performed 26.5% better than the original headline and description, with a 100% probability to beat baseline.Today The Next Web team tests and optimizes its conference messages day by day. Better messaging means more traffic to The Next Web conference site, and that means more attendees. It also gives the marketing team extra wins like higher awareness and more newsletter signups.“Optimize 360 and Analytics 360 make testing easy for us,” Martijn says. “They give us much better insights into how many clicks we’re getting for each message. We’re reaching more people who want to come to our conferences, and those better results are going right to our bottom line.”For more, read the full case study with The Next Web. Posted by Tiffany Siu, Product Marketing Manager, Optimize 360 [...]



A Love Story for the Ages: Marketing Commits to Measurement

2017-02-14T07:00:06.638-08:00

Marketing and Measurement have been flirting for a long time now. But if these two finally get past the awkward stage and form a lasting bond, beautiful things can happen.Working together, Marketing and Measurement can uncover insights that will improve your marketing, your customer experiences, and ultimately your business. To reach that next relationship level, Marketing can’t just casually date Measurement when it’s convenient. They need a real commitment.The secret to a strong relationship“For growth-driven marketers, measurement isn't an afterthought. It's one of the key reasons they’re succeeding and growing in an ever-changing, mobile-first world,” said Matt Lawson, Google's Director of Performance Ads Marketing.Leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years.1When Marketing and Measurement “put a ring on it,” the future looks bright. Leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years, according to a recent study from Econsultancy and Google. What’s more, the same study shows leading marketers were more than twice as likely to have significantly exceeded their top business goal in 2015.2Don’t expect ‘happily ever after’Engagement isn't where the story ends, of course.Along the way, Marketing and Measurement may experience setbacks or failures as they test and learn from each other. In a recent survey of marketing decision makers with analytics initiatives, 61% of respondents said they struggled to access or integrate the data they needed last year.3As with any relationship, Marketing and Measurement will need to “work on it.” And as this love story evolves, they will need to let go of traditional measurement practices and embrace a growth mindset that rethinks and remakes marketing measurement for the future.If Marketing and Measurement are ready for a serious commitment at your company, here are three keys to a successful partnership:Collaborate to identify and measure what really matters to your businessCommunicate key insights uncovered from your data to help support decision makingTake action to ensure those insights lead to better customer experiencesDownload “Driving growth with marketing measurement in a mobile world,” a new report from Econsultancy and Google, for more best practices for marketing leaders.1,2 Econsultancy and Google, Analytics and Measurement Survey, 2016, Base: n=500 marketing and measurement executives at North American companies with over $250MM in revenues 3 Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016. Posted by Karen Budell, Content Marketing Manager, Google Analytics 360 Suite [...]



Data Studio: Enhanced AdWords MCC Support

2017-02-10T10:40:22.833-08:00

An AdWords manager account (MCC) is a powerful tool for handling multiple AdWords accounts. Manager accounts allow users to link several accounts so they can be viewed in a single location, and are frequently used by third-party advertisers such as agencies and marketing professionals.

Today the Data Studio team is releasing an enhanced AdWords connector, giving users the ability to select MCC sub-accounts and set up reports for accounts containing multiple sub-account currencies.

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New capabilities

There are two major enhancements to the AdWords connector:

1. Selecting sub-accounts: prior to this release it was only possible to connect to an entire MCC account as the data source for a Data Studio report. This enhancement allows users to define a data source by selecting up to 75 individual sub-accounts within an MCC account.

2. Filtering on currencies: one common challenge with MCC accounts occurs when sub-accounts are set to different currencies. While metrics such as impressions and clicks can be aggregated correctly across these sub-accounts, currency fields like Cost and Average CPC cannot. The enhanced AdWords connector allows MCC account holders to filter sub-accounts by currency to avoid this problem, and removes currency fields from the connector if multiple currencies are present.

Connecting to AdWords MCC accounts
To connect to MCC accounts, create a new Data Studio data source and select the AdWords connector. If you have access to an MCC account, a “MANAGER ACCOUNTS” option will appear. The account holder can then select sub-accounts they are interested in, or use the pull-down menu in the upper-right corner to filter for sub-account currencies.

Note that existing Data Studio connections to MCC accounts must be edited and reconnected or recreated from scratch to take advantage of the new enhancements.

Your feedback and questions is welcomed in the Data Studio community forums

Happy Reporting!

Posted by Alon Gotesman, Google Data Studio team
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What does a good website test look like? The essential elements of testing

2017-02-09T10:55:07.991-08:00

"Test! Test! Test!" We've all heard this advice for building a better website. Testing is the heart of creating a culture of growth ― a culture where everyone on your team is ready to gather and act on data to make the customer experience better day by day.But how do you run a good test? Is it just a matter of finding something you're not sure about and switching it around, like changing a blue "Buy now" button for a red one? It depends: Did you decide to test that button based on analytics, or was it a wild guess?Assuming the former, a good test also means that even if it fails, you’ve still learned something. A bad test may make your website performance worse than before, but it’s even worse if you don’t take those learnings into account in the future.The key to running good tests is to establish a testing framework that fits your company.Join us for a live webinar on Thursday, March 9, as Krista Seiden, Google Analytics Advocate, and Jesse Nichols, Head of Growth at Nest, share a six-step framework for testing and building better websites.Frameworks vary from business to business, but most include three key ideas:Start with an insight and a hypothesis.A random "I wonder what would happen if …" is not a great start for a successful test. A better way to start is by reviewing your data. Look for things that stand out: things that are working unusually well or unusually badly. Once you have an insight in hand, develop a hypothesis about it: Why is that element performing so well (or so badly)? What is the experience of users as they encounter it? If it's good, how might you replicate it elsewhere? If it's bad, how might you improve it? This hypothesis is the starting point of your test.For example, if you notice that your mobile conversion rate was less than on desktop, you might run tests to help you improve the mobile shopping or checkout experience. The team at The Motley Fool found that email campaigns were successfully driving visitors to the newsletter order page, but they weren’t seeing the conversions. That led them to experiment on how to streamline the user experience. Come up with a lot of small ideas.Think about all the ways you could test your hypothesis. Be small-c creative: You don't have to re-invent the call-to-action button, for instance, but you should be willing to test some new ideas that are bold or unusual. Switching your call-to-action text from "Sign up now" to "Sign up today" may be worth testing, but experimenting with "Give us a try" may give you a broader perspective.When in doubt, keep it simple. It's better to start with lots of small incremental tests, not a few massive changes. You'll be surprised how much difference one small tweak can make. (Get inspiration for your experiments here.)Go for simple and powerful. You can't test every idea at once. So start with the hypotheses that will be easy to test and make the biggest potential impact. It may take less time and fewer resources to start by testing one CTA button to show incremental improvement in conversion rates. Or, you may consider taking more time to test a new page design. It may help to think in terms of a speed-versus-impact grid like this. You don't want quiet turtles; the items you're looking for are those potential noisy rabbits. The best place to begin a rabbit hunt is close to the end of your user flow. "Start testing near the conversion point if you can," says Jesse Nichols, Head of Growth at Nest. “The further you go from the conversion point, the harder it gets to have a test that really rocks — where the ripple effect can carry all the way through to impact the conversion rate,” says Jesse.Stick with itA final key: Test in a regular and repeatable way. Establish an approach and use it every time, so you can make apples-to-apples comparisons of results and learn as you go. A clear and sturdy framework like this will go a long way toward making your team comfortable with testing — and keeping them on the right track as th[...]



Data Studio: Search Console Connector

2017-02-08T10:56:54.592-08:00

Google Search Console is a free service offered by Google that helps webmasters monitor and maintain their site's presence in Google Search results. Search Console helps users understand how Google views their site and allows them to optimize their performance in search results.Search Console’s Search Analytics feature shows webmasters how often their site appears in Google search results for various keywords. This data is extremely powerful but currently lives in Search Console’s Search Analytics Report and is hard to combine with other data sources.Today we are announcing a new Data Studio connector for Search Console. With this launch users can pull their data into Data Studio to build reports that include impressions, clicks, and average position broken out by keyword, date, country, and device.Search Console users can now build Data Studio reports to understand how their search traffic changes over time, where traffic is coming from, and what search queries are most likely to drive traffic to their sites. Users can also filter reports for mobile traffic to improve mobile targeting, and to analyze clickthrough rates for various organic search terms.As always, Data Studio report creators can add components from other data sources into a single report. With this new connector, users can use the Search Console and AdWords connectors to compare performance across paid and organic search, or add Google Analytics data to analyze site-side performance.Note that Search Console metrics can be aggregated by either site or by page (URL). This is configured in the Data Source creation flow, where users can select either “Site Impression” or “URL Impression”. To learn more about the distinction between these two methods please see the Search Analytics Report Help Center article.Want to learn more? Looking for a new connector in Data Studio?To learn more about the new Search Console connector, please visit our Help Center or post your questions in the Data Studio community forums.Is there a specific data service you wish to be able to access and visualize through Data Studio? We welcome your feedback via the connector feedback form — we read all responses and use them to prioritize new connectors.Happy reporting!Posted by The Data Studio team [...]



Introducing Google Analytics 360 Suite Policies

2017-02-07T10:48:54.093-08:00

We have been making improvements to the admin section of Google Analytics 360 Suite to fit the needs of modern enterprises. Recently, we made account recovery easier. Today, we’re pleased to announce another feature we’ve heard users ask for: User policies for your organization. User policies are a user management feature to help Google Analytics 360 Suite organization administrators to better control who has access to their corporate data.

How user policies work
An organization’s user administrator can create a user policy specifying what users are allowed or disallowed to do within their organization’s Google Analytics accounts. For example:

  • A domain may be entered to allow any users with email addresses on that domain 
  • A single user email may be entered to explicitly allow that user 
  • A single user email may be entered to explicitly disallow that user 
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Auditing policy violators 
Any user who violates the policy will be highlighted on the Suite Admin User’s report. We check both primary and secondary Google User Account email addresses when considering if a user passes a policy; if any email on the Google User Account account passes a policy rule, that user is considered to be allowed.

Policy Auditing - note the red (!) icons next to policy violators



Adding Users that Violate Policy
At this time, we do not block the addition of policy violating users to suite products. Product account administrators may still add a user that violates the user policy, and that user will appear in the Audit report seen above with a red (!) icon. At a future time, we will allow policy administrators to choose to block violating users from being added.

Posted by David Wieser, Google Analytics team
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Making Google Data Studio Free for Everyone

2017-02-02T09:15:49.996-08:00

Today, Google's mission to organize the world's information and make it universally accessible and useful is even more relevant and broad reaching. And last year’s launch of both free and enterprise versions of Data Studio, a new dashboarding and reporting tool, is a testament to our commitment to this vision. Over the past 9 months we’ve received positive feedback and seen tremendous demand for the product. And we’ve continued to enhance the product making it even easier to use via templates and adding many new data connectors.

To enable more businesses to get full value from Data Studio we are making an important change — we are removing the 5 report limit in Data Studio. You now create and share as many reports as you need — all for free.

This change combined with a very exciting roadmap for 2017 are designed to accelerate our goal to help you fully leverage all your data across your organization and to ultimately make better decisions.

Thank you for using Google Data Studio and as always, please share your thoughts and feedback as to how we can improve the product. We’re excited by what the future holds! 

Happy Analyzing.

Posted By Nick Mihailovski, Product Manager, Google Data Studio
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3 Ways to Better Support Marketing Decisions with Data

2017-01-31T08:00:08.421-08:00

It’s often said that marketing is both an art and a science. The science side is increasingly in the spotlight as companies use data to optimize the customer experience at every touchpoint. But, ensuring that insights surfaced from that data lead to action requires the arts of communication and collaboration.Highly data-driven organizations are three times more likely than others to report significant improvement in decision-making.1 Yet, 62% of executives still rely more on experience than data to make their decisions.2 When the stakes are high, decision-makers need information they can trust, easily consume, and understand.Below are three ways marketing organizations can take action on their data to better support decisions:1. OrganizeWhether you have trouble connecting teams or data sources, silos can prevent your marketing organization from reaching current and potential customers. Data silos prevent you from gaining a holistic view of the customer journey. Organizational silos slow down the flow of information and ideas. What’s more, organizational silos are the number one barrier to improving customer experience.3Outline a data strategy to organize and integrate information sources so you have the complete picture to your customers’ journeys. Collaboration and communication between departments is also key. Better yet, make sure marketers and analysts all have access to the same data sets and technology.2. VisualizeGood data storytelling means making data easy to process. By taking the time to visualize your data, you’ll be able to tell a compelling story at a glance.The goal of a revenue chart, heat map, or bar graph should be to simplify a complicated idea or communicate a body of information in seconds. Tools can help make data quickly actionable by taking multiple data sources and turning them into interactive reports and dashboards. Focus on reducing misinterpretations of your data and making it easy for decision makers to act.3. ShareIf the data can’t be understood, its insights cannot be acted on. But just as important, if the data and ideas are not shared with the right people at the right time, decision makers can’t fully leverage the power of marketing data.“Real-time data is critically important. Otherwise, business leaders may be making decisions off data that is no longer relevant. The business landscape changes so quickly, and stale data may inadvertently lead to the wrong decision,” says Suzanne Mumford, head of marketing for the Google Analytics 360 Suite.Look for solutions that offer data visualization and built-in collaboration capabilities so you can start practicing all three steps right away:Organize workflow and integrate data from multiple sources Visualize information by creating easy-to-digest, interactive reports Share insights by setting up dashboards with real-time collaboration The companies that shine at optimizing the customer experience go beyond analytics and measurement. The whole organization collaborates in order to connect the data dots and communicate the meaning and impact of insights surfaced. Leading marketing organizations build a culture of growth — one that uses data, testing, and optimization to improve the customer experience every day — and share insights in ways that everyone across the organization can understand and act on.  Download “Measuring Marketing Insights,” a collection of Harvard Business Review articles, to learn more about how to turn data into action.A version of this article first appeared as sponsor content on HBR.org in August 2016.1 PwC's Global Data and Analytics Survey, Big Decisions™, Base: 1,135 senior executives, Global, May 2016 2 PwC's Global Data and Analytics Survey, Big Decisions™, Base: 2,106 senior executives, Global, May 2016 3 Harvard Business Review Analytic Services, "Marketing in the Driv[...]



Making Google Analytics Account Recovery Easier

2017-01-30T08:12:29.726-08:00

A frequent feature request we receive is to make it easier to recover lost or orphaned accounts. Loss of administrative access can occur, for example, when an account administrator leaves the company without first assigning another administrator. The account continues to collect data, and users with non-administrative access are still able to log in and use the account per their assigned permissions, but the account remains in administrative limbo.

Of course, we hope brands have the right onboarding and offboarding processes in place to ensure this doesn’t occur, but we understand this isn’t always possible. If you lose administrative access to an Analytics account that is linked to an organization, you can have the organization Owner restore that access. Administrative access to Analytics consists of having Manage Users and Edit permission.

If you need to regain administrative access to your Analytics account, contact your organization Owner.

If you are an organization Owner who needs to restore access to an Analytics account:

1. Visit http://360suite.google.com 
2. Open Products > Analytics.
3. Select the account to which you want to restore access.
4. In the right pane, under User Management, click ACCESS PRODUCT. 

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 The User Management page for that Analytics account opens. 
5. Under Add permissions for, enter the email address for the Google account you want to give administrative access.
6. Select the Manage Users and Edit permissions.
7. Optionally, remove any stale administrators from the account.

Please view our Help Center document on this feature for more information.

This is one of many user and account management improvements we’ve launched; we’re working on more, so stay tuned for future updates.

Posted by Matt Matyas, Google Analytics team
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The New Google Data Studio PostgreSQL Connector

2017-01-19T16:51:52.013-08:00

Over the past months, we’ve been hard at work adding and enhancing all of our connectors. After our recent launch of the MySQL connector, many users asked for a PostgreSQL connector.So today we’ve launched a new PostgreSQL connector in Google Data Studio!Visualizing your data hasn’t been easier.PostgreSQL data visualized in Data StudioTo get started, create a new Report, add a new Data Source, and select the PostgreSQL Connector. Then use the wizard to configure access to your PostgreSQL database. Create a new Report, add a new Data Source, and select the PostgreSQL Connector. Then use the wizard to configure access to your PostgreSQL database.The new connector in our ever expanding listOnce connected, you will see a list of all your columns and you can create custom aggregations and calculations over your data directly in Data Studio!Calculations on top of fields accessed from postgreSQLWe’re excited to learn about what you do with this connector. Visit the Data Studio PostgreSQL connector help center article, for more details on how this connector works.Finally, we prioritized this connector directly from your feedback. If there are any additional connectors you would like added, please fill out the Data Studio Data Integrations Survey.Posted By Anand Shah, Product Manager, on behalf of the Google Data Studio team [...]



Google Analytics Breakthrough: From Zero to Business Impact

2017-01-18T09:58:59.447-08:00

Looking to sharpen your Google Analytics skills as you kick off 2017? A new full-color book is now available for analysts, marketers, front-end developers, managers, and anyone who seeks to strengthen their Google Analytics skills."In Google Analytics Breakthrough: From Zero to Business Impact, we strive to provide a step-by-step resource to help readers build a solid foundation for analytics competence. It starts at strategy and core concepts, extends to advanced reporting and integration techniques, and covers all the nuts, bolts, tricks, gaps, and pitfalls in between," says coauthor Feras Alhlou, Co-founder and Principal Consultant of E-Nor. "The book is structured to offer a succinct overview of each topic and allow more detailed exploration as the reader chooses." The book includes contributions straight from the Google team.  Avinash Kaushik's foreword starts things off with a constructive mindset, and Paul Muret's cover piece takes a unique perspective on the evolution of Google Analytics from the days of Urchin.  Krista Seiden lends her top reporting tips, and Dan Stone shares insights on remarketing. Industry experts such as Jim Sterne, Brian Clifton, and Simo Ahava also offer key takeaways.At nearly 600 pages, the book is quite comprehensive, but the authors outline a few main themes below.1- Define and Measure Success It still bears repeating: identify your KPIs as part of your measurement strategy. Map your marketing and development initiatives to the KPIs and center your analytics around your success metrics and specific improvement targets. You'll be much more likely to drive, detect, and repeat your wins, both big and small, if you always know what you're aiming for.2- Keep Your Focus on User Journey This has multiple meanings. From a Google Analytics reporting standpoint, take advantage of the reports and features - such as Multi-Channel Funnel reports, custom segments, custom funnels in Analytics 360, and calculated metrics - that go beyond session scope and begin to approach a more complete picture of user journey.Even more fundamentally, remember to always relate your data to user experience.  Contributor Meta Brown offers specific advice on crafting a hero story to make your analytics data more accessible and impactful for all stakeholders. 3- Take Full Advantage of Google Tag Manager "When we were first outlining the book, we briefly considered dual-track native and Google Tag Manager examples ," recollects coauthor Eric Fettman, Senior Consultant and Analytics Coach at E-Nor. "Shiraz steered us to a basically GTM-only approach, which  streamlined the implementation chapters and really highlighted GTM's flexibility and power."In addition to in-depth discussions about GTM's triggers, variables, and data layer, the book examines the relatively new and perhaps underutilized Environments feature.  While the publication schedule didn't allow direct inclusion of GTM Workspaces, the supplemental online materials offer a detailed Workspaces walkthrough. As an illustration of Google Tag Manager's flexibility, this Lookup Table variable will allow a single Google Analytics tag to populate into different properties based on hostname.4- Help Google Analytics Tell Stories in Your Own Language From both an implementation and reporting standpoint, Google Analytics provides a range of capabilities for customizing your data set and optimizing the reporting experience so your data speaks clearly and relevantly.  Custom dimensions and data import for your content, products, and back-end user classifications will let you build more meaningful and actionable narratives. Custom channels - for paid social traffic, as an example - will certainly yield much greater insights than default channel[...]



Using the Customer Voice to Speed Up Decision Making

2017-01-10T08:42:18.030-08:00

Making important business decisions is often a slow process, regardless of industry or company size. In a world where innovation is increasingly important, speed is a necessity. But how does an organization streamline its decision-making process? For many companies, the answer is data. In fact, highly data-driven organizations are three times more likely than others to report significant improvement in decision-making, according to PwC research.1When looking for meaningful insights to drive innovation and growth, market research is often a go-to data source. The problem many companies face is that market research can feel like a roadblock because it can take months to get the data.At Lenovo, the leading PC manufacturer worldwide, constantly evolving and improving products is required to remain competitive. “We have to make decisions today for products two years from now,” says Sarah Kennedy, User Experience Researcher at Lenovo. To keep the decision-making process moving, Sarah’s team uses Google Surveys 360 for fast and accurate data. Bringing consumer insights to the table in the early stages of product development helps her team get buy-in from senior stakeholders at a faster pace. “Within seven days, we can get results that would normally take us a month,” says Sarah. "We put an emphasis on innovation. Collecting competitive data and industry benchmarks is critical to do this. Surveys 360 helps us get data on the current state of the market. The results are reliable and delivered at the speed we need so our teams can continue developing the best products without delay." – Corinna Proctor, ‎Director of User & Design Research, Lenovo See the Lenovo story here.Google Surveys 360 provides businesses with the data they need quickly, accurately, and affordably. Choose your target audience, write your survey, and get answers in as little as three days. Get started today.Happy surveying!1PwC's Global Data and Analytics Survey, Big Decisions™, Base: 1,135 senior executives, Global, May 2016Posted by Kevin Fields, Product Marketing Manager, Google Surveys team [...]



KASKUS doubles CTR and triples CPM with DoubleClick for Publishers and Google Analytics 360

2016-12-19T19:06:43.947-08:00

Want to review a new digital camera, get gift ideas, or buy tickets to the next Morrissey concert? If you're in Indonesia, KASKUS is your place. 28 million unique users buy, sell, talk and share information on the site each month, making it the country's largest user-generated content publisher.  

With so many users, KASKUS recently faced a growing challenge: how to serve ads that are relevant to users’ age, gender and interests? 
“As KASKUS is the leading digital community and social commerce platform, our vision is to drive data-driven monetization by making our first-party audience data actionable, we want to give advertisers ways to perform better in our sites and increase the effectiveness of our impression-based ads." Ronny W. Sugiadha, Chief Marketing Officer for KASKUS
Sugiadha and his team wanted to create an audience segment that had a high demand among advertisers: users who had shown interest in mobile devices and were more likely to purchase them. 

KASKUS turned to Sparkline, a Google Analytics 360 Services and Sales Partner, who worked with them to approach the challenge to serve the most relevant ads. The process went from an advanced Google Analytics 360 implementation, to segmentation analysis and audience sharing with Doubleclick for Publishers (DFP). 

Below is a screenshot of the actual segment shared between Google Analytics 360 and DFP. To learn more about the process, read the full case study

How well did the new audience work compared to its old open-auction inventory in the Doubleclick Ad Exchange (AdX)? 
"Using the Google Analytics 360 Audience Segment sharing feature in DFP and AdX, we doubled our CTR and saw a 3.3X CPM uplift on this audience-targeted AdX inventory," reports Ronny Sugiadha. "We are looking forward to even more positive impact moving forward."
To learn more about how KASKUS achieved those results read the full case study

Posted by Catherine Candano and Daniel Waisberg, Google Analytics team

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googleAnalyticsR: A new R package for the Analytics Reporting API V4

2016-12-27T08:44:50.621-08:00

Hello, I'm Mark Edmondson and I have the honour of being a Google Developer Expert for Google Analytics, a role that looks to help developers get the most out of Google Analytics. My specialities include Google APIs and data programming, which has prompted the creation of googleAnalyticsR, a new R package to interact with the recently released Google Analytics Reporting API V4.R is increasingly popular with web analysts due to its powerful data processing, statistics and visualisation capabilities. A large part of R’s strength in data analysis comes from its ever increasing range of open source packages. googleAnalyticsR allows you to download your Google Analytics data straight into an R session, which you could then use with other R packages to create insight and action from your data.As well as v3 API capabilities, googleAnalyticsR also includes features unique to v4: On the fly calculated metrics Pivot reports Histogram data Multiple and more advanced segments Multi-date requests Cohorts Batched reports The library will also take advantage of any new aspects of the V4 API as it develops.Getting startedTo start using googleAnalyticsR, make sure you have the latest versions of R and (optionally) the R IDE, RStudioStart up RStudio, and install the package via:install.packages("googleAnalyticsR")This will install the package on your computer plus any dependencies.After successful installation, you can load the library via library(googleAnalyticsR), and read the documentation within R via ?googleAnalyticsR, or on the package website.An example API call — calculated metricsOnce installed, you can get your Google Analytics data similarly to the example below, which fetches an on-the-fly calculated metric:library(googleAnalyticsR)# authenticate with your Google Analytics loginga_auth()# call google analytics v4ga4 <- google_analytics_4(viewId = 123456,                          date_range = c("2016-01-01",                                        "2016-06-01"),                          metrics = c(calc1='ga:sessions /                                             ga:users'),                          dimensions = 'medium')See more examples on the v4 help page.Segment Builder RStudio AddinOne of the powerful new features of the v4 API is enhanced segmentation, however they can be complicated to configure. To help with this, an RStudio Addin has been added which gives you a UI within RStudio to configure the segment object. To use, install the library in RStudio then select the segment builder from the Addin menu. Create your own Google Analytics Dashboards googleAnalyticsR has been built to be compatible with Shiny, a web application framework for R.  It includes functions to make Google Analytics dashboards as easy as possible, along with login functions for your end users. Example code for you to create your own Shiny dashboards is on the w[...]



Using Surveys to Better Understand the Customer Journey

2016-12-15T08:00:00.816-08:00

Your organization has plenty of data about customer behavior that tells you what different customers do where and when. You can see when they visit you online, how long they search, and how much they spend.But too often the “why" behind their actions remains elusive. With the mountains of information you collect, the insights are often difficult to find, take too much time to discern, or require additional data. All this means it takes marketers too long to get important information that could make a real difference to the customer experience — and the bottom line.“If you want to have a major impact, you need an integrated approach to see what is happening at all customer touch points and understand how effective you are,” says Joerg Niessing, a marketing professor at INSEAD.The number of sources of marketing and customer data that a company integrates correlates strongly to performance vis-à-vis competitors, according to a recent study published by INSEAD. The study focused on customer and marketing data, including:Digital analytics, such as optimizing email campaigns, testing content, and analyzing digital pathways to optimize website use and experience.Customer analytics, including lifetime value and loyalty calculations, response and purchase propensity modeling, and micro segmentation.Marketing analytics, such as demand forecasting, marketing attribution models, market mix modeling, and media budget optimization.Sales analytics, including pricing elasticity modeling, assortment planning, and sales territory design.Consumer analytics, including surveys/questionnaires, customer experience research, and customer satisfaction/advocacy modeling.The study found that those companies that leverage multiple sources and focus diligently on demand generation have significantly stronger business performance, especially total shareholder return.Straight to the sourceBut insights uncovered from many data sources often beg the question, “Why?” To answer that, modern marketers go directly to the source: consumers.Traditionally, companies that use surveys and field research to try to get at the “why” behind the “what” pay a lot of money for information that is often too complex to understand and too slow to arrive. When it does come in, it is sometimes no longer relevant and leaves organizations trying to solve last month’s or last year’s problem at the expense of current ones. Attempting to get speedier or less costly results risks compromising accuracy.But innovations in market research are changing the game. Easy-to-use survey tools like Google Surveys help marketers fill out their knowledge of customer behavior much faster than traditional surveying methods.Companies that make use of these fast, convenient survey solutions gain insight not only into what people actually do, but also what they say they will do — and in that gap there could be opportunities. “Marrying digital and marketing analytics with consumer research from surveys gives marketers deeper insights and opens up the number of hypotheses a company can test,” says Suzanne Mumford, Head of Marketing for the Google Analytics 360 Suite. “Marketing today is in near real time and your data should be, too.”“Marrying digital and marketing analytics with consumer research from surveys gives marketers deeper insights and opens up the number of hypotheses a company can test.”—Suzanne Mumford, Head of Marketing, Google Analytics 360 SuiteSay your website analytics reveal that one segment of your visitors are highly engaged with your site content, but their visits aren’t converting into sales. “You can ask them directly why they keep coming back but don’t [...]



Does Your Company Have a Data Science Strategy to Create Customer Value?

2016-12-07T08:00:00.244-08:00

One of the biggest challenges for marketing leaders today is not finding or hiring analytic talent, according to new research cited in a Harvard Business Review report, but rather it is finding the right ways to move the mountains of data into insights and then into action.The study concluded that marketing organizations need analytics professionals who understand data and the technologies that collect, house, and integrate it.1 That’s a given. But beyond that, experts say, executives need to place more emphasis on data science than on data scientists. Put another way: They should pay more attention to analyzing and acting on what they have now because analysis paralysis doesn’t create customer value.“Data scientists are technicians who are very good at managing and manipulating data,” says Peter Fader, the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania and author of Customer Centricity: Focus on the Right Customers for Strategic Advantage. “But data science is about looking for patterns, coming up with hypotheses, testing them, and acting on the results.”Machine LearningThat’s where machine learning can speed analysis and augment your analytics team’s work — by crunching massive amounts of data to identify patterns and anomalies.A type of artificial intelligence that uses algorithms that iteratively learn from data, machine learning can surface insights without being explicitly programmed where to look for them. It makes it more efficient to crunch massive amounts of data, calling out issues before you see them and providing answers to questions you may not have even thought to ask. This speed to insight allows marketers and analysts to do more with the data that comes in and see the whole picture of the customer journey.Accenture Managing Partner Conor McGovern says, “If you can’t make the rubber hit the road with a disciplined approach to analytics, you will end up with customer experiences that aren’t as effective or engaging as they could be. As with any source of information, you need to embed and ingrain analytics into decision-making processes to obtain the desired results.”“If you can’t make the rubber hit the road with a disciplined approach to analytics, you will end up with customer experiences that aren’t as effective or engaging as they could be.” —Conor McGovern, Managing Partner, AccentureHow Lenovo Harnessed Data to Create Customer ValueThat targeted data science approach can give companies of any size a competitive advantage. Lenovo is a prime example of a marketing team that mastered the use of advanced technology and analytics tools, driving the company to create better value for its customers.Ajit Sivadasan, Vice President and General Manager of Global E-commerce, realized that customer data was burgeoning and Lenovo needed to harness it. He began by establishing an analytics team in his e-commerce unit that today integrates and analyzes customer and marketing data from more than 60 sources worldwide. By integrating and analyzing Lenovo’s data, Sivadasan found that there are three main drivers of customer satisfaction that correlate to loyalty:Quality of the online experience. Sivadasan’s team tracks important variables such as how easy it is to find product information and whether Lenovo provides sufficient follow-up on the status of an order.Meeting commitments. This second driver includes how often the company misses promised ship dates.Experience with the product itself. By analyzing social media and direct customer feedback, Lenovo’s ecommerce team helps the company improve its products.Competin[...]



Marketing Analytics Can Improve the Customer Experience

2016-12-01T08:00:00.178-08:00

Almost every organization today is putting customer experience (CX) at the core of its strategy, aiming to provide products and services that meet customers at every touch point. In a crowded, multichannel marketplace, companies realize that a great customer experience — consistently delivering what customers want, when they want it — can be a powerful differentiator.But many companies fail to deliver, according to research by Harvard Business Review Analytic Services (HBR-AS). Although half of surveyed business leaders say CX is a top-two differentiator for their business, just half of them said they perform well in it.Although half of surveyed business leaders say CX is a top-two differentiator for their business, just half of them said they perform well in it.1The problem isn’t access to data; most businesses said they collect mountains of information on their customers. The real obstacle to better customer experience, the research has found, is built into the way organizations share that data, analyze it, and work together.Improving the customer experience is the end game, but getting there requires more than data. It requires the right data, from multiple channels, integrated to give a holistic picture of the customer journey. And that is where many companies struggle. HBR-AS found that fewer than a quarter of companies integrate customer data across channels to provide a single customer view.Integrating data for customer value requires getting around organizational silos, which HBR-AS research has identified as the number one problem for companies struggling to improve their total customer experience. These silos prevent organizations from understanding the customers’ expectations at critical moments, and cultural resistance makes it tough to get the collaboration needed to solve the problem. As a result, respondents said the business doesn’t develop the right insights, get the information to the right people, or make the moves that could add real value.Data-Driven InsightBy contrast, the study found that “best-in-class companies” — those with strong financial performance and competitive customer experiences — are more likely to have broken down those silos than are other organizations. And they use sophisticated analytics in a way that provides insights that open up the customer experience to the whole organization.For example, at Progressive Insurance, the marketing team collected data on how mobile app users were behaving. These consumers, they discovered, wanted more than just helpful insurance quotes in the mobile app; they wanted to buy insurance on the spot. Progressive responded by giving them exactly what they wanted — the option to buy insurance — which vastly improved the customer experience and delivered a big win for the company. When a company creates customer value, the business benefits naturally follow. allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/FrSLSYJUPPs/0.jpg" frameborder="0" height="315" src="https://www.youtube.com/embed/FrSLSYJUPPs?feature=player_embedded" width="560">Marketing Takes the LeadBut who is going to break down silos, connect the dots of the customer experience, and drive its improvement?Today, marketing leaders need to make the case to the company that optimizing the customer experience requires breaking down silos and opening up collaboration, and shifting from a product-centric to a customer-centric approach, says Erich Joachimsthaler, author of Brand Leadership: Building Assets in an Information Economy. For example, a European beverage company assigns marketing groups to consump[...]



Data Studio: DoubleClick Campaign Manager Connector

2016-12-02T08:23:43.371-08:00

Google Data Studio (beta) allows users to connect, transform, visualize, and share data no matter where it lives. Today we are happy to announce that DoubleClick Campaign Manager (DCM) customers can pull their data into Data Studio dashboards instantly!With this new connector, DCM customers no longer need to import data into spreadsheets. Users can now quickly create dashboards with over 50 DCM metrics and dimensions. These dashboards are an effective way to track and optimize campaign performance and share reports with client and agency stakeholders.Creating a new report with DCM dataReady to get started? The first step is to connect to your DCM network or advertiser through the Data Sources page.Next you can create a new report from scratch or use our DCM template. With just a few clicks, the dashboard is populated with your data.Want to learn more? Looking for a new connector in Data Studio?To learn more about the new DCM connector, please visit our Help Center or post your questions in the Data Studio community forums.Is there a specific data service you wish to be able to access and visualize through Data Studio? We welcome your feedback via the connector feedback form — we read all responses and use them to prioritize new connectors.Happy reporting!The Data Studio teamPosted by Alon Gotesman, Google Data Studio team [...]



Rethinking Marketing Measurement from the Ground Up

2016-11-30T13:15:59.072-08:00

From the moment smartphones touched human hands, they began to change how people interact with brands. It happened slowly at first … but today 91 percent of smartphone users turn to their phone for ideas while doing a task.1Consumers expect more of marketers now. They expect brands to answer their questions and deliver the exact experiences they want at the moments they need to know, go, do, or buy things. They expect this across all screens and all touch points, over hundreds of interactions on their journeys.This means there are three questions marketers should be asking:Is our brand useful to consumers at every touch point?How can we measure our usefulness?How can we be even more useful tomorrow?To deliver, enterprise marketers need a new approach to measurement that shows them the entire customer journey and lets them see what’s working at each step along the way. The problem is that many of our measurement tools and metrics were created for a desktop world at a time when marketing focused on channel performance.Today we need an understanding of our audiences across devices and channels. That means taking into account the impact of mobile online and offline, quickly spotting insights, and trying new ways to provide better customer experiences.Breaking Down the Data SilosA car shopper today can have hundreds of digital interactions — or in this case 900-plus interactions — before buying. Each one of those moments is an opportunity for a brand to be useful. And each one leaves its own data trail.But companies that look at data channel by channel, in a silo, can miss the forest for the trees. We need to break down measurement and strategy silos and create an integrated view of the consumer’s journey. It’s likely you have found yourself in a debate with colleagues about metrics and campaign results and thought, “It’s not about what matters to channel X — we need to zoom out to see the whole picture and do what’s best for our customers.”The truth is that the future of enterprise measurement depends on people and departments, tools and systems, all talking to each other and sharing insights in real time about what customers want most.From Silos to SynthesisSo if we know that one session and one click doesn’t tell the full story … and if we want to connect consumer behavior dots over time … where do we start? The best place is with the classic question “What outcomes are we trying to achieve?” But then instead of saying “How do we reach our goals?” let’s ask: “How do we measure success?”Key performance indicators (KPIs) have to reflect the new objectives of the mobile-first world. Marketers who link their metrics to business results are three times more likely to hit revenue goals than those who don’t, according to a Forrester report.2And while more data is always great, what marketers really need are more insights. That’s why the question “What’s working?” is so crucial. If that car buyer sees a TV commercial for a small sedan or pickup truck and searches for reviews and mileage ratings on his or her mobile phone, watches videos about special features, visits a dealer for a test-drive, and then finally buys a month later, marketers must find a way to bridge the gaps between TV airings and search lift, and display ads and video views, to see where the real influence happened.How much credit should mobile get? How many touch points were there? Marketers need to know. And if the gaps can’t be filled perfectly, we should get comfortable with new proxies that will give us a sturdy estimate in[...]



Falling in Love With Measurement

2016-11-17T07:00:00.175-08:00

Why aren't more marketers measuring their campaigns? If Marketing and Measurement had a relationship status in today’s mobile-first world, it would be: "It's complicated." They've been sitting at the same table at lunch, there's been some small talk in the hall … but they haven't really gotten comfortable together.Which is a shame, because these two are perfect for each other.Connecting the dots Consumers often have dozens or even hundreds of digital interactions before they buy something today. The sheer amount of data created is staggering. There are more than enough dots to be connected for full visibility into the customer journey.But, as much data as marketers collect today, the truth is many still struggle to make sense of it all. In some companies, you could say Marketing and Measurement find themselves sitting at opposite ends of the couch. Only 5 out of 10 marketers said they think about measurement while developing campaign strategy, a recent survey of marketing decision-makers shows.1 If you don't define your measurement goals from the beginning, you may not collect the right data — and understand what's working and what isn't.Marketing and Measurement should get cozier sooner: at the front-end of the campaign process, while developing strategy. Yet, too many marketers said they think about measurement while building materials and assets (nearly 16%), after the campaign has deployed (9%), or even after the campaign has finished (nearly 6%). What’s more, 16% of the survey respondents said they don’t measure their campaigns at all.2 Clearly, it's time for a relationship makeover. If you're ready to play matchmaker in your own organization, try starting a strategic conversation between Marketing and Measurement with these three questions:Are we measuring the consumer interactions that really matter?How quickly can we spot the key insights hidden in this data?How do we turn those insights into better customer experiences? When we close the gap between Measurement and Marketing, we can not only answer the question “How are we doing?” but also the more important question, “How can we do better?”Going steady It doesn't have to be complicated. When Marketing and Measurement go hand-in-hand throughout the customer journey, it can lead to more useful insights, higher revenues, and better experiences for everybody.As Matt Lawson, Google's Managing Director of Ads Marketing, says, “Measurement isn’t what happens at the end; it’s where the smarter and more successful future begins.”3Download “Measuring Marketing Insights,” a collection of Harvard Business Review articles offering best practices and insights on measurement, analytics, and how to turn data into action. 1-2Source: Google Surveys, "Measurement in Campaign Timeline", Base: 1,092 marketing executives, U.S., August 2016. 3Harvard Business Review, “Rethink Measurement From the Ground Up,” sponsor content from Google Analytics 360 Suite, August 2016.Posted by Karen Budell, Content Marketing Manager, Google Analytics 360 Suite [...]



Introducing the Firebase Demo Project

2016-11-10T15:23:28.650-08:00

"All genuine learning comes from experience" - John DeweyEarlier this year we introduced Firebase: a unified app platform for Android, iOS and mobile web development. It includes tools to help you develop faster, improve app quality, acquire and engage users, and monetize apps. There are many resources available to learn Firebase, from documentation, guides and free training courses (Android and iOS) we created, to advice from the Firebase community. However, there is nothing quite like learning through practical experience. To address this we’ve launched a fully functional Firebase Demo Project, available to everyone from today (get access here). The Demo Project includes data from Flood It! (Android and iOS), a real puzzle game in which you have to flood the whole game board with one color in less than the allowed steps. Therefore, the data in the Firebase demo project is typical of what you might see for a gaming app with in-app purchases. It includes the following kinds of information:Analytics: Attribution data, key events, cohorts and funnel reporting. This includes data about first opens (think of these like installs), in-app purchases, and more.Remote Config: The parameters that control the app experience as well as the conditions which define which users receive which parameter values.Test Lab: The automated test results from running the app on numerous device/OS combinations for quality assurance purposes.Crash: Details on various crashes which have occurred in the app, including callstacks and device information.Notifications: The notification campaigns that were sent to users to re-engage them. This includes data about the number of messages sent, opened and the number of conversions attributed to each campaign.Firebase Demo Project: Analytics Dashboard"Since the launch of Firebase we have been excited to continually build hands-on experience with its many features. Especially with the freely included and unlimited analytics solution for mobile apps, Firebase Analytics. The Firebase Demo Project has helped our team do just that and similar to what we've done with the Google Analytics Demo Account, we've incorporated the Firebase Demo Project within our training programs. This plays a critical part in helping our clients maximise their familiarity with Firebase." - Ben Gott, Analytics Director, PeriscopixSelf-Learning The Demo Project is useful for exploring Firebase features and reports. Here are a few things you can do with it:View all standard Analytics reports populated with real data from the Flood It! appDissect Analytics reports by applying a variety of filtersSee which ad campaigns are driving the most valuable users to the appTrack crashes and their impact on end users, and understand the steps that led to themSee the full notifications funnel for notifications sent from the Firebase ConsoleView Remote Config parameters to see how values are varied based on targeting parameters, especially feature flags and percent targeting for staging and Analytics audience targeting for customizationSee test results from testing the app on real physical and virtual devices in the Firebase Test LabEducation ProgramsIf you’re an educator trying to teach others to use Firebase then we encourage you to use the Demo Project within your course. For example, you can create practical exercises that students can complete using the Demo Project. Access the Demo ProjectYou can get access to the Demo Project and learn more about it, from this help article. If you need some help, or hav[...]



Why Building a Culture of Optimization Improves the Customer Experience

2016-11-08T07:30:20.342-08:00

How can we be more useful to our customers today?That's the simple question that drives any marketing organization focused on testing, improvement, and growth.But answering the question is not always so simple in our data-rich world. The old challenge of gathering enough data has been replaced by a new one: gleaning insights from the mountains of data we’ve collected — and taking action.In response to this flood of data, many of today's most successful businesses have turned to a new approach: building what's called a culture of growth and optimization.This growth-minded culture is one where everyone is ready to:Test everything Value data over opinion Keep testing and learning, even from failures Most companies have a few people who are optimizers by nature, interest, or experience. Some may even have a “growth team.” But what really moves the dial is when everyone in the company is on board and embraces the importance of testing, measuring, and improving the customer experience across all touchpoints."We refuse to believe that our customers’ experiences should be limited by our resources." - Andrew Duffle, Director of Analytics, APMEXWhy should marketers care?Because they'll be leading the revolution. 86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020, according to a recent survey from the Economist Intelligence Unit.1 And a culture of growth and optimization offers an excellent path to major gains in those experiences.As testing and optimization proves itself, it tends to generate higher-level investments of support, talent, and resources. The payoff arrives in the form of more visitors, more sales, happier customers and a healthier bottom line.If you're curious about building a culture of optimization in your marketing organization, register for our Nov. 10 webinar, Get Better Every Day: Build a Marketing Culture of Testing and Optimization.This webinar will cover:The critical elements of a culture of optimization Tips for building that culture in your own company A case study discussion with Andrew Duffle, Director of Analytics at APMEX, a retailer that boosted revenues with continuous testing and optimization This kind of culture doesn't happen by command, but it’s also simple to start building.We look forward to sharing tips on how you can get started. Happy optimizing!The Economist Intelligence Unit, "The Path to 2020: Marketers Seize the Customer Experience." Survey and a series of in-depth interviews with senior executives. Survey base: 499 CMOs and senior marketing executives, global, 2016.Posted by Jon Mesh, Product Manager, Google Optimize and Google Optimize 360 [...]



Google Tag Manager: Giving Mobile Tagging a Little Extra Love

2016-10-24T11:26:08.972-07:00

Over the last several months, we have talked about Google Tag Manager’s improvements to enterprise workflows, enhanced our security features, and made great strides to bring more partners into our Vendor Tag Template Program. Tag Manager also launched a new mobile SDK at Google I/O in May that builds on the power of Firebase, Google’s mobile app developer platform. Today, we’re excited to announce our latest efforts to make mobile tagging easier than ever with Google Tag Manager.Welcoming AMP to the Tag Manager familyWe are excited to launch support for ⚡ Accelerated Mobile Pages (AMP) in Google Tag Manager! AMP is an open-sourced initiative to make the mobile experience better for everyone. Early data shows that AMP pages load 4x faster and use 10x less data than equivalent non AMP pages. Starting today, you can start using Google Tag Manager to simplify your tag deployment on AMP sites.While implementing measurement solutions on AMP pages has already been possible, it can be confusing and cumbersome for folks who are new to AMP or who have tagging needs beyond tracking a basic page view. That’s why, in addition to Google Analytics, AMP containers in Tag Manager provide support across Google’s ad platforms including AdWords and DoubleClick. You will find more than 20 tag types available out of the box including a variety of 3rd party vendor tags. We also made sure that firing your tags is a breeze with great coverage of AMP’s triggers as readily available built-in Tag Manager triggers:When setting up tags, it’s common to want to collect additional values such as how far the user has scrolled down the page or the page’s title. AMP Analytics’ variables serve this purpose and are available in Google Tag Manager as built-in variables ready to be integrated into your tags. You can head over to our support pages for a full list of supported tags and information on how to use built-in variables.Getting started is as easy as it sounds:Create a new container for your AMP siteDrop the Tag Manager snippet on your AMP pagesCreate your first tagsPreview & PublishAMP containers are built with the familiarity and flexibility that existing Google Tag Manager users already depend on. As with our other solutions in Tag Manager, AMP containers “just work” out of the box.Improving Tag Manager for mobile apps When we announced Google Tag Manager’s new SDK at Google I/O, we brought an integration method to Android and iOS apps that builds on the power of Firebase. This integration makes it easier than ever for developers and marketers to manage where their app data is sent, both within Google and to our supported Tag Template Vendors.New triggers for events Firebase automatically detectsToday, we are making our mobile app containers even more intuitive and easy to use by tapping into the events that Firebase detects automatically. Now, when you are in a Firebase mobile container, you will see several new options when setting up triggers. Whether your container targets Android or iOS, you will see a new section called “Firebase Automatic Events” which contains the supported automatically detected events for the respective platforms. You can also find built-in variables for each of those events’ parameters, so setting up your tags should be a cinch.Find parameters when you need themIn addition to the events Firebase can detect automatically, developers are encouraged to implement general events for all apps as wel[...]



How to Apply Holiday Shopping Insights to Your Analytics Strategies

2016-10-24T07:00:00.801-07:00

The Year of the SupershopperWe all have that friend — the one who somehow knows the latest brands, the season’s must-have products, and where to find the best deals at the snap of a finger. In years past, this friend was an enigma, making us wonder how does he or she do it?Today, we can all be that friend. With the ability to instantly discover, research, and purchase, shoppers around the world are more informed and more efficient than ever before - they’ve transformed into supershoppers seemingly overnight.But what defines supershoppers? And what does this mean for retailers trying to win them over this holiday season? Let’s find out.They Keep Their Options OpenLast year, more than 50% of holiday shoppers said they were open to purchasing from new retailers1. This is especially true online. More than three-quarters of smartphone shoppers who usually go to the same physical stores when they shop for products are very open to new retailers and brands online2. Why? Mobile makes it easy to explore all of your options no matter when or where you’re shopping. In fact, after searching on Google, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase3.Mobile is Their MuseIt used to be that shoppers would thumb through catalogues or stare longingly at the holiday window displays, but mobile is now the super shopper’s go-to source for inspiration. Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into a store4. And 1 in 4 mobile video viewers in the U.S. have visited YouTube for help with a purchase decision while they were at a store or visiting a store's website5.But shoppers aren’t only making purchase decisions, they’re discovering new brands and products along the way: more than half of smartphone users have discovered a new company or product when conducting a search on their phones6.They Want the Best - Not the CheapestIn July we learned that shoppers are on the quest for the best — and this still rings true more than ever today. Last holiday, mobile searches related to “best gift” grew 70% year over year while mobile searches related to cheap or inexpensive gifts grew about 35%7. They’re also willing to do the research to the make the best decision: on YouTube, mobile watch time for product review videos has grown 60% year over year8.But supershoppers don’t only want the best - they want personalized, unique, cool gifts. Mobile searches related to “unique gifts” grew more than 65% while mobile searches related to “cool gifts” grew a whopping 80%9.Mobile is Their Door to the StoreAlthough more and more people are willing to buy on mobile, we know that mobile is still used predominantly as a door to the store. In fact, 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase10.Once they’re inside your store, they expect the experience to be a seamless one: more than 40% of smartphone shoppers want retailers to automatically surface relevant information such as the location of the item in the store, a special deal or related products11.They Shop ‘Til they DropSupershoppers live up to their name as the holiday season progresses. From November through mid-December we see online conversion rates increase across devices. Last year, on mobile alone, they jumped 30% on Black Friday [...]



Behind the Scenes with Dylan Lorimer, Google Surveys Product Lead

2016-10-21T08:24:08.215-07:00

Google Surveys, a new product from Google Analytics Solutions, launched on Wednesday. Google Surveys makes it easy to get fast, reliable opinions from consumers on mobile devices and across the internet. The goal, as always, is to help you make more informed business decisions, understand your marketing impact, and take the pulse of your brand.Today we're excited to talk with Dylan Lorimer, Lead Product Manager for Google Surveys, about how this product fits in with the rest of Google Analytics Solutions and what the future looks like.Q: What is Google Surveys? Lorimer: Google Surveys is a online market research tool for making fast, informed, data-driven business decisions. It gives businesses access to conduct research against a representative sample of users on the web and on our mobile app, Google Opinion Rewards. It’s the evolution of Google Consumer Surveys, a product that’s been in the market since 2012 and fields 1M surveys a week.Q: How does Google Surveys differ from Google Surveys 360?Lorimer: Google Surveys 360 is our enterprise research product; it's a fully-supported research tool that is integrated into the Google Analytics 360 Suite. Users get advanced audience targeting, dedicated support and consolidated billing, all of which make it easy for big organizations to use. Google Surveys has fewer advanced targeting features, but it's a pay-as-you-go product so that anyone can use it. Google Surveys is currently available in U.S., Canada, United Kingdom, Germany, Mexico, Japan, Australia, Brazil, France, Spain, Italy, and the Netherlands. Google Surveys 360 is available in U.S. and Canada.Q: How is Google Surveys different from other market research tools?Lorimer: Traditional market research research often involves long, time-intensive surveys answered by individuals who have signed up to respond to surveys for compensation. The process is typically slow, costly, and out of reach for most businesses who want to make a quick and informed decision. Google Surveys aims to make high-quality research more accessible, and to bring the customer voice into the process of media performance measurement.Q: Why is Google Surveys now part of Google Analytics Solutions?Lorimer: Google Analytics Solutions is a set of powerful tools that helps marketers use data to understand their consumers and how they behave. Google Surveys bridges the gap between metrics-based performance measurement and the need many marketers have to get qualitative feedback from their customers on their cross-channel, cross-media marketing campaigns. Google Surveys has grown on its own over the past few years. When we saw the investment Google was making with Google Analytics Solutions to empower the marketer — something we’ve been focused on with Google Consumer Surveys for a few years now — it felt like the obvious choice to provide a missing tool in the portfolio.Q: What are some examples of how customers are using Google Surveys?Lorimer: YouVisit, a leading virtual reality company, just used us to find out how many of their clients were aware of virtual reality. They suspected a significant number of consumers were at least aware of the concept, and that some percentage would want to try it. But to convince clients to invest in virtual reality content, YouVisit needed hard facts. How many people wanted to try virtual reality? How many were even aware of it? YouVisit turned to Google Surv[...]