Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Adapting measurement
strategies for
modern marketing
John Blood
BLOOD@google.com
March 2016
© Google Inc. 2016. All rights...
© Google Inc. 2016. All rights reserved.
Does measurement matter?
Are we set up for success?
Forrester Recommendations on ...
© Google Inc. 2016. All rights reserved.
Does Measurement Matter?
Marketers indicate that connecting
marketing to results ...
© Google Inc. 2016. All rights reserved.
Does Measurement Matter?
Marketers indicate that connecting
marketing to results ...
© Google Inc. 2016. All rights reserved.
Are we set up for success?
What? So What? Now What?
© Google Inc. 2016. All rights reserved.
Are we set up for success?
What? So What? Now What?
80% 10% 10%
© Google Inc. 2016. All rights reserved.
Are you set up for success?
What? So What? Now What?
60% 25% 15%
Spend more time
focused on the
‘now what’.
“Fifty-three percent of sophisticated marketers stated they adhere
to well-established marketing metrics that tie directly...
“Forty-seven percent of organizations that embody analytics best
practices told us their marketing analytics tools work
to...
“Forty-seven percent of marketers cited ease of use among the
most valuable features of their marketing analytics platform...
“With the right well-integrated marketing analytics tools, marketers
can communicate the true results of their efforts and...
© Google Inc. 2016. All rights reserved.
4 ways to improve your marketing analytics
Understand the
customer journey and
mo...
1. Understand the
customer journey
and move past last
click attribution
of marketers surveyed
don’t believe that
their dat...
“...businesses that integrate multiple
sources of customer and marketing
data significantly outperform other
companies in ...
© Google Inc. 2016. All rights reserved.
Domino’s gets a 360 view of the customer
6%
Increase in
monthly revenue
80%
Savin...
A T T R I B U T I O N
Google Confidential and Proprietary
“The HomeAway business model
requires a sophisticated, well
integrated solution to ass...
© Google Inc. 2016. All rights reserved.
Some Results
Found non-brand search worth
43% more than last click
suggests
75% o...
© Google Inc. 2016. All rights reserved.
Just Hangin', Target
Jun 13, 2015 7:25 PM
Channel 10, Masterchef
15s, $100
Even t...
2. More insights,
not more data
of marketers said that
marketing measurement
tools are difficult to use - reducing
cross-t...
© Google Inc. 2016. All rights reserved.
...to answering
questions on demand
What if your
marketing data
could be marketin...
Google Confidential and Proprietary
Previously, there
were a lot of touch
points . . . From a
marketer’s
standpoint, it’s ...
3. Share insights
with everyone
of marketers stated that
it is difficult to give their
stakeholders in different functions...
© Google Inc. 2016. All rights reserved.
“Organizational silos are the
biggest barrier to improving
customer experience an...
Google Confidential and Proprietary
Google has given
everyone at Gilt
quick, easy access
to insights about
our business. I...
4. Use actionable
insights to deliver
engaging
experiences
of companies expect
to compete mostly
on the basis of customer
...
“The use of advanced targeting
techniques [e.g. using customer
behavior data to drive advertising
spend] can drive increas...
© Google Inc. 2016. All rights reserved.
Using CRM data to drive media buying decisions works
even better…
"The Google Ana...
© Google Inc. 2016. All rights reserved.
Tag Manager 360 - Data Collection
Data Studio 360 Data Analysis and Visualization...
© Google Inc. 2016. All rights reserved.
© Google Inc. 2016. All rights reserved.
Q&A
© Google Inc. 2016. All rights reserved.
Thank You
BLOOD@google.com
Google Analytics 360 Suite presentation at the Chief Analytics Officer Forum, Sydney
Google Analytics 360 Suite presentation at the Chief Analytics Officer Forum, Sydney
Google Analytics 360 Suite presentation at the Chief Analytics Officer Forum, Sydney
Google Analytics 360 Suite presentation at the Chief Analytics Officer Forum, Sydney
Upcoming SlideShare
Loading in …5
×

Google Analytics 360 Suite presentation at the Chief Analytics Officer Forum, Sydney

2,360 views

Published on

Welcome to the Chief Analytics Officer Forum, Sydney.

The CAO Forum Sydney gathered some of the region’s leading analytics executives to share their insights and case studies on how to turn data into actionable business insights. This two day event looked at some of the most pressing challenges and solutions specific to the CAO’s unique and evolving role. Covering how the CAO role is developing and how they are taking their organisations to the next level in data based decision making, collaboration and discovery driven culture, this year’s CAO Forum Sydney was undoubtedly the continent’s foremost discussion of the CAO role!
http://www.caoforumapac.com/

We are delighted to announce the dates for our Melbourne Chief Data & Analytics Forum, 5-7 September 2016.
http://www.cdaoforum.com/

http://coriniumintelligence.com/

Published in: Data & Analytics
  • Be the first to comment

Google Analytics 360 Suite presentation at the Chief Analytics Officer Forum, Sydney

  1. 1. Adapting measurement strategies for modern marketing John Blood BLOOD@google.com March 2016 © Google Inc. 2016. All rights reserved.
  2. 2. © Google Inc. 2016. All rights reserved. Does measurement matter? Are we set up for success? Forrester Recommendations on Marketing Analytics Real-world examples of best practices in action Q&A
  3. 3. © Google Inc. 2016. All rights reserved. Does Measurement Matter? Marketers indicate that connecting marketing to results is the most important metric for securing future marketing budget. 53%
  4. 4. © Google Inc. 2016. All rights reserved. Does Measurement Matter? Marketers indicate that connecting marketing to results is the most important metric for securing future marketing budget. 20% Just 20% of marketers have confidence in their ability to ● Measure overall campaign effectiveness ● Allocate budget with ROI in mind ● Communicate performance to the C-level 53%
  5. 5. © Google Inc. 2016. All rights reserved. Are we set up for success? What? So What? Now What?
  6. 6. © Google Inc. 2016. All rights reserved. Are we set up for success? What? So What? Now What? 80% 10% 10%
  7. 7. © Google Inc. 2016. All rights reserved. Are you set up for success? What? So What? Now What? 60% 25% 15%
  8. 8. Spend more time focused on the ‘now what’.
  9. 9. “Fifty-three percent of sophisticated marketers stated they adhere to well-established marketing metrics that tie directly to business objectives, compared with only 18% of less sophisticated marketing organizations. These top organizations are more than three times more likely to hit their goals than other marketing organizations, and nearly 20% beat their revenue goals by over 10%.” “Discover How Marketing Analytics Increases Business Performance” - Forrester, 2016 3X 1. Measure marketing programs against key business objectives
  10. 10. “Forty-seven percent of organizations that embody analytics best practices told us their marketing analytics tools work together efficiently, compared with only 9% of their peers.” “More than twice as many marketers who say their marketing analytics platform is well integrated outperformed their revenue goals by over 10%.” “Discover How Marketing Analytics Increases Business Performance” - Forrester, 2016 5X 2. Ensure well-integrated marketing analytics tool sets
  11. 11. “Forty-seven percent of marketers cited ease of use among the most valuable features of their marketing analytics platform, and one-third felt having the ability to share access to data across their organization was a key decision criterion when choosing a marketing analytics partner.” “Discover How Marketing Analytics Increases Business Performance” - Forrester, 2016 47%Ease of Use most valuable 33%Share access to data 3. Pick marketing analytics tools that are easy to use by marketers and non-marketers alike
  12. 12. “With the right well-integrated marketing analytics tools, marketers can communicate the true results of their efforts and prove the value of everything from channel touches to media spend and website usage to social engagement…By making these communications a priority, marketers can ensure adequate funding of programs and secure appropriate investment in staff, technology, and projects.” “Discover How Marketing Analytics Increases Business Performance” - Forrester, 2016 4. Leverage marketing analytics tools to communicate the value of marketing programs
  13. 13. © Google Inc. 2016. All rights reserved. 4 ways to improve your marketing analytics Understand the customer journey and move past last click attribution Share insights with everyone Get insights, not data Use actionable insights to deliver engaging experiences
  14. 14. 1. Understand the customer journey and move past last click attribution of marketers surveyed don’t believe that their data sources are well integrated. 84 %
  15. 15. “...businesses that integrate multiple sources of customer and marketing data significantly outperform other companies in terms of sales, profits, and margin. They also had dramatically higher total shareholder returns. — Harvard Business Review, 2016 ”
  16. 16. © Google Inc. 2016. All rights reserved. Domino’s gets a 360 view of the customer 6% Increase in monthly revenue 80% Savings in ad serving and ops costs [Our] solution gives us the technical agility and the analytics power we need to advance our marketing strategies. –Nick Dutch, Head of Digital, Domino’s “ ”
  17. 17. A T T R I B U T I O N
  18. 18. Google Confidential and Proprietary “The HomeAway business model requires a sophisticated, well integrated solution to assign evidence-based credit to our marketing efforts. Data-Driven Attribution gives us the ability to make confident decisions that deliver positive business results. Mike Osborn, Senior Vice President Global Marketing, HomeAway
  19. 19. © Google Inc. 2016. All rights reserved. Some Results Found non-brand search worth 43% more than last click suggests 75% of sales from multi-touch paths 51% lower Display CPA vs. last click Reduced CPA by 14%
  20. 20. © Google Inc. 2016. All rights reserved. Just Hangin', Target Jun 13, 2015 7:25 PM Channel 10, Masterchef 15s, $100 Even the best digital attribution model ignores lots…
  21. 21. 2. More insights, not more data of marketers said that marketing measurement tools are difficult to use - reducing cross-team collaboration. Marketers with simple and easy to use tools are more likely to outperform their revenue goals. 60 %
  22. 22. © Google Inc. 2016. All rights reserved. ...to answering questions on demand What if your marketing data could be marketing answers? From 10 blue links...
  23. 23. Google Confidential and Proprietary Previously, there were a lot of touch points . . . From a marketer’s standpoint, it’s way easier than ever before. Maria Hwang, Online Marketing Lead, AirBnB “
  24. 24. 3. Share insights with everyone of marketers stated that it is difficult to give their stakeholders in different functions access to their data and insights. “We would welcome a seamless platform that congruently provides data to all levels of our organization—one that allows access in real time, and [that] all business units can tap into.” –Forrester research respondent 57 %
  25. 25. © Google Inc. 2016. All rights reserved. “Organizational silos are the biggest barrier to improving customer experience and 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.” –From a study by Harvard Business Review, 2016 Percentage indicating the greatest barrier to improving customer experience at their organization. 37 50 44 38 32 34 11 28 17 26 Organizational Silos Cultural Resistance Inflexible, Outdated Tech LoB Lack of Knowledge/Skills Lack of Leadership Source: 2015 Harvard Business Review Analytic Services Survey. N=494 Best in Class Underachievers
  26. 26. Google Confidential and Proprietary Google has given everyone at Gilt quick, easy access to insights about our business. It has enabled true ‘self- service’ data across the company. Ana Kravitz, Senior Manager of Web Analytics, Gilt Groupe “
  27. 27. 4. Use actionable insights to deliver engaging experiences of companies expect to compete mostly on the basis of customer experience in 2016. [Gartner, 2015] 89 %
  28. 28. “The use of advanced targeting techniques [e.g. using customer behavior data to drive advertising spend] can drive increased performance across all major metrics. —Study by the Boston Consulting Group, 2015 ”
  29. 29. © Google Inc. 2016. All rights reserved. Using CRM data to drive media buying decisions works even better… "The Google Analytics Premium and DoubleClick integration coupled with CRM data has allowed us to utilise the rich Google Analytics Premium dataset for the first time in driving significant improvements in conversion rates and lower costs per acquisition.” 219% increase in conversion rate & 63% CTR uplift 50% of Talk Talk’s customer base reached with tailored messaging on YouTube TrueView delivered 76% CPA reduction compared to standard retargeting
  30. 30. © Google Inc. 2016. All rights reserved. Tag Manager 360 - Data Collection Data Studio 360 Data Analysis and Visualization Third-Party Platforms Analytics 360 Customer Insights Attribution 360 Marketing Measurement Optimize 360 Site Testing and Personalization Audience Center 360 Audience Management
  31. 31. © Google Inc. 2016. All rights reserved.
  32. 32. © Google Inc. 2016. All rights reserved. Q&A
  33. 33. © Google Inc. 2016. All rights reserved. Thank You BLOOD@google.com

×