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

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- Developing your customer analytics strategy
- Leveraging customer data and insights across the business

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

  1. 1. © Google Inc. 2017. All rights reserved. Analytics and the digital customer lifecycle October 2017 Angus Beattie Google
  2. 2. © Google Inc. 2016. All rights reserved. Third-Party Platforms Tag Manager 360 - Data collection Data Studio Data Analysis and Visualization Surveys 360 Research and insights Attribution 360 Marketing Measurement Incl. TV Attribution Analytics 360 Customer insights Incl. Google Analytics for Firebase Optimize 360 Site Testing & Targeted Experiences Audience Center 360 Audience Management
  3. 3. © Google Inc. 2016. All rights reserved. Where are we now?
  4. 4. Changes ● Dominance of internet ● Shift in media habits ● Mobile omnipresence ● Online first (and only) brands ● Maturing of web analytics
  5. 5. Changes cont... ● Reservation to programmatic ● New mobility ● Power of the customer ● New customer lifecycle
  6. 6. Can you capture all of your user engagements? Are you m aking the m ost of the opportunity?
  7. 7. Which car is best? Is it right for us? Can we afford it? Where should we buy it? Are we getting a good deal?
  8. 8. Google Searches 139 YouTube Videos 14 Images 89 Dealer Interactions 69 Manufacturer Interactions 186 Cathy’s Journey Occurred on Mobile71% Source: Luth Research ZQ Intelligence™
  9. 9. Google Confidential & Proprietary 10 Forrester Research, Marketing RaDaR, 2013. User journeyis complex 38% of all customer journeys involvemorethan one channel of interaction 90% of peopleswitch between screens to completetasks 2.95% Is theaveragewebsite conversionrateworlwide
  10. 10. © Google Inc. 2016. All rights reserved. So what can Analytics do (for you)?
  11. 11. - Collect signals and relate to m edia activity - Link online and offline - Link 1P data to im prove creative - Track store visits and interactions - Connect em ail interactions - Provide data to drive
  12. 12. © Google Inc. 2016. All rights reserved. Connecting data, analytics, demographics & media buying Action Layer Gather and Analyse Layer Your data + Google Demographics Reporting Digital properties Marketing, CRM, call center & POS/Apps Processing 3rd Party Data + 100 vendors integrated and counting
  13. 13. 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
  14. 14. The measurement protocol allows you to send data to Google Analytics from anything with an internet connection. Measurement protocol You send data via HTTP Requests, a very common way to transfer data online.
  15. 15. Measurement protocol Kiosks Smart TV Apps Point of Sale Devices Web Connected Devices Backend Applications
  16. 16. © Google Inc. 2016. All rights reserved. So what can you do?
  17. 17. 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
  18. 18. 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
  19. 19. Proprietary + Confidential Executives that adhere to metrics that tie directly to business objectives 3xmore likely to hit their goals Source: New Study Reveals Why Integrated Marketing Analytics are Critical to Success, Think with Google, Forrester, March 2016
  20. 20. Marketing Ad Logs Pipeline Search Competitions Newsletters Product, Websites Stores Engagement Analytics Transactions Errors Customer Services & Support Call centre Customer interactions Finance Transaction Business Costs Operations & Logistics Operational costs Delivery Sales CRM POS Customer Value People & Culture People costs Skills matrix Attrition Tech POS Logs Analytics Relevant Data Data Collection Data Insights Data Aggregation Data Storage Data Permissions & Governance Data Privacy & Security Action from Data
  21. 21. An integrated platform allows 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
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  23. 23. 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
  24. 24. © Google Inc. 2016. All rights reserved. On AI and ML
  25. 25. “ ” I spend about half of my time answering relatively basic analytics questions for other people in my organization. —Analytics Lead for GA360 client
  26. 26. © Google Inc. 2016. All rights reserved. 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
  27. 27. Proprietary + Confidential
  28. 28. © Google Inc. 2017. All rights reserved. Analytics and the digital customer lifecycle October 2017 Angus Beattie Google

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