Angus Beattie - Analytics and the digital customer lifecycle - FutureData 2017

© Google Inc. 2017. All rights reserved.

Analytics and the digital customer lifecycle

October 2017

Angus BeattieGoogle


Third-Party Platforms

Tag Manager 360 - Data collection

Data Studio Data Analysis and Visualization

Surveys 360

Research and insights

Attribution 360Marketing Measurement

Incl. TV Attribution

Analytics 360Customer insights

Incl. Google Analytics for Firebase

Optimize 360Site Testing &

Targeted Experiences

Audience Center 360Audience

Management


Where are we now?

Changes

● Dominance of internet

● Shift in media habits

● Mobile omnipresence

● Online first (and only) brands

● Maturing of web analytics

Changes cont...

● Reservation to programmatic

● New mobility

● Power of the customer

● New customer lifecycle

Can you capture al l of your user engagements?Are you m akin g th e m os t of th e opportun ity?

Which car is bes t?

Is it righ t for us?

Can we afford it?

Wh ere sh ould we buy it?

Are we gettin g agood deal?

GoogleSearches

139 YouTubeVideos

14Images89 Dealer

Interactions

69Manufacturer Interactions

186

Cathy’s Journey Occurred on Mobile71%

Source: Luth Research ZQ Intelligence™

Google Confidential & Proprietary 10

Forrester Research, Marketing RaDaR, 2013.

User journey is complex

38%of all customer journeys involve more than one channel of interaction

90%of people switch between screens to complete tasks

2.95%Is the average website

conversion rate worlwide


So what can Analytics do (for you)?

- Collect s ign a ls an d rela te to m edia activity

- Lin k on lin e an d offlin e

- Lin k 1P da ta to im prove crea tive

- Track s tore vis its an d in teraction s

- Con n ect em ail in teraction s

- Provide da ta to drive a ttribution m odels


Connecting data, analytics, demographics & media buying

Action Layer Gather and Analyse Layer Your data

+ GoogleDemographics

Reporting

Digital properties

Marketing, CRM, call center & POS/Apps Processing

3rd Party Data

+ 100 vendors integrated and counting

Centralize your data in GA using Data Import

Accessible to the entire organization

Customize your analysis for your businessFlexible framework

Increase the quality and the fidelity of your data through data import.

Conversions Inventory

Offline Ad Buying

Customer Data

The measurement protocol allows you to send data to Google Analytics from anything with an internet connection.

Measurement protocolYou send data via HTTP Requests, a very common way to transfer data online.

Measurement protocol

KiosksSmart TV Apps

Point of Sale Devices

Web Connected

Devices

Backend Applications


So what can you do?

Re

Create a plan based on organisational

KPI, gain agreement and sponsorship.

Connect data sources

Leverage tech to scale

Open data access and ownership, make data an organisation shared

asset.

Use tools that integrate easily and offer options for access to all levels

of users

Establish regular review including

multiple stakeholders.

Google Confidential & Proprietary

Agreement & sponsorship

Review and learn

Create growth based metrics, tied to business outcomes

Marketing Strategy

Brand Positioning | Profit Targets | ...

Marketing Plan

Metrics

Sales Strategy Data

Cost / Service External DriversTraffic : Footfall

All user interactions – online & offline

Proprietary + Confidential

Executives that adhere to metrics that tie directly tobusiness objectives

3x more likely to hit their goals

Source: New Study Reveals Why Integrated Marketing Analytics are Critical to Success, Think with Google, Forrester, March 2016

https://www.thinkwithgoogle.com/articles/new-study-reveals-integrated-marketing-analytics-critical-success.html

Market ing

Ad LogsPipelineSearch

CompetitionsNewsletters

Product, Websites

Stores

Engagement Analytics

TransactionsErrors

Customer Services &

Support

Call centreCustomer

interactions

Finance

TransactionBusiness

Costs

Operations & Logistics

Operational costs

Delivery

Sales

CRMPOS

Customer Value

People & Culture

People costs Skills matrix

Attrition

Tech

POSLogs

Analytics

Relevant Data

Data Col lect ion

Data Insights

Data Aggregat ion

Data Storage

Data Permissions & Governance

Data Privacy & Securi ty

Act ion from Data

An integrated platform al lows you to focus on the customer

Google Confidential & Proprietary

Consolidate measurement and tracking in a unified platform

Holistic view of audience and cross-channel customer insights & audience build

Unified reporting for

clear attribution

Site Analytics

Search

Video

Performance Display

Reservation Display

Social

Offline Interactions & Channels

Aggregation

Activate with seamless sharing

This image cannot currently be displayed.

The magnificent rule

Our Goal: Highest value from Web

Analytics implementation.

Cost of analytics tool & vendor

professional services: $ 10.

Required investment in "intelligent

resources/analysts": $ 90.

Bottom-line for Magnificent Success: Its

the people. https://www.kaushik.net


On AI and ML

“

”

I spend about half of my time answering relatively basic analytics questions for other people in my organization.—Analytics Lead for GA360 client


Get insights you need immediately by asking questions.

● How many users had more than two sessions last month?

● Which products are selling best this week?● What share of sessions were from organic

search last year?● What is the trend of bounce rate on mobile vs

desktop?● Which countries are most new users from?

Analytics Intelligence

Proprietary + Confidential


Analytics and the digital customer lifecycle

October 2017

Angus BeattieGoogle

Angus Beattie - Analytics and the digital customer lifecycle - FutureData 2017

Data & Analytics

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