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Google Marketing Platform Tools: Ultimate Guide
This document provides an overview and agenda for Google Marketing Platform tools. It discusses how surveys, display and video ads, search ads, analytics, optimization, tag manager, and Data Studio can be used to find the right audience, drive them to websites, convert prospects to customers, gather insights, optimize experiences, collect data, and tell stories with data. The document also notes that these tools work within a larger environment involving CRM, sales, social media, email, inventory, and other data and platforms.
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Google Marketing Platform Tools: Ultimate Guide
- 1. Digital You CanTrust | Google Marketing Platform Tools: Ultimate Guide
- 2. Digital You CanTrust | BEN BENOIT WEBER ANALYTICS SPECIALIST Xin chào, my name is BEN. ❏ Educational background in software/research engineering ❏ Specialised in Google Analytics, GTM ❏ Passionate about data governance and integrity ❏ Based in Da Nang, Viet Nam Contact ❏ benoit@inmarketingwetrust.com.au ❏ https://www.linkedin.com/in/benoit-weber/ BEN
- 3. Digital You CanTrust |
- 4. Digital You CanTrust |
- 5. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS ALL ALONG THE JOURNEY
- 6. Digital You CanTrust | AGENDA ❏ Survey ❏ Display & Video ❏ Search Ads ❏ Analytics ❏ Optimize ❏ Tag Manager ❏ Data Studio
- 7. Digital You CanTrust |
- 8. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS GATHER THE INSIGHT YOU NEED Surveys
- 9. Digital You CanTrust | Test your creative Ask for opinions Test your brand awareness
- 10. Digital You CanTrust | CREATE YOUR SURVEY IN A FEW MINUTES
- 11. Digital You CanTrust | SURVEY PEOPLE IN THE REGION
- 12. Digital You CanTrust | FIND OUT WHY SHOPPERS ABANDONED THEIR SHOPPING CARTS 1 - Create your audience in Google Analytics 2 - Import your audience lists into Google Ads 3 - Serve your survey to your remarketing audience
- 13. Digital You CanTrust |
- 14. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS REACH AUDIENCES ACROSS THE WEB DV360
- 15. Digital You CanTrust | 96%
- 16. Digital You CanTrust | DISPLAY, VIDEO, NATIVE ADVERTISING & AUDIO
- 17. Digital You CanTrust |
- 18. Digital You CanTrust | First-Party data CRM data Transactional data CUSTOMER MATCH & REMARKETING & SIMILAR AUDIENCES Similar audiences Customer Match Display remarketing
- 19. Digital You CanTrust |
- 20. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS REACH AUDIENCES IN SEARCH ENGINES SA360
- 21. Digital You CanTrust | 4%
- 22. Digital You CanTrust | SHOW SEARCH ADS ACROSS SEARCH ENGINES
- 23. Digital You CanTrust | Campaign s Groups/Ads Keywords Bids Budgets
- 24. Digital You CanTrust | BEHAVIOURAL CONVERSION PREDICTION Write pCvR data to output table Create, train and run model BigQuery BigQuery ML Data Import Measurement Protocol GA BQ Export Scheduler RLSA + Display RMKT Display RMKT
- 25. Digital You CanTrust |
- 26. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS GATHER INSIGHTS AND UNDERSTAND YOUR USERS Analytics
- 27. Digital You CanTrust | WHAT’S GOOGLE ANALYTICS? 1
- 28. Digital You CanTrust | ➔ E-commerce purchases ➔ Newsletter subscriptions ➔ Contact form submissions DWELL-TIME ➔ Bounces ➔ Idle and active time ➔ Read time INTERACTIONS ➔ Clicks on CTA ➔ Scroll Depth ➔ Outbound Links VISIBILITY ➔ Page Views ➔ Content Visibility ➔ Element Visibility: Pop ups ➔ Downloads ➔ Social media interactions ➔ Javascript errors 1 GOALS ➔ Pages per sessions, Session Duration ➔ Phone Calls WHAT CAN BE MEASURED ON SITE?
- 29. Digital You CanTrust | ConversionsAcquisition Behaviour How did users find me ? What did users do ? Did users do what I wanted them to ? THE ABC FRAMEWORK 1
- 30. Digital You CanTrust | INTEGRATE YOUR CRM WITH GOOGLE ANALYTICS
- 31. Digital You CanTrust |
- 32. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS OPTIMISE THE USER EXPERIENCE Optimize
- 33. Digital You CanTrust | OPTIMISATION FRAMEWORK Conversion Rate Optimisation Reporting Strategy Analysis Implementation Business Impact
- 34. Digital You CanTrust | CONVERSION RATE OPTIMISATION PROCESS
- 35. Digital You CanTrust | A/B TESTING PRINCIPLE
- 36. Digital You CanTrust | MONITOR YOUR EXPERIMENT IN DATA STUDIO
- 37. Digital You CanTrust |
- 38. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS COLLECT THE DATA YOU WANT Tag Manager
- 39. Digital You CanTrust | <GTM CONTAINER> Native Implementation Through a Tag Manager <HTML CODE> <ANALYTICS TAG> <HTML CODE> <MARKETING TAG> <HTML CODE> <GTM CONTAINER> <HTML CODE> <ANALYTICS TAG> <MARKETING TAG> HOW DO WE IMPLEMENT TAGS? 1
- 40. Digital You CanTrust | COLLECT THE DATA YOU WANT Data Data Data Data Data Data
- 41. Digital You CanTrust | NATIVELY SUPPORTED & CUSTOM TEMPLATE TAGS + https://tagmanager.google.com/galler y/
- 42. Digital You CanTrust | ❏ Deployment ❏ Control ❏ Validation & Versioning ❏ Security ❏ Templates GTM BENEFITS
- 43. Digital You CanTrust | PREVENT DATA COLLECTION BASED ON CONSENT
- 44. Digital You CanTrust |
- 45. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS COLLECT THE DATA YOU WANT Data Studio
- 46. Digital You CanTrust | TELL A STORY WITH YOUR DATA
- 47. Digital You CanTrust | NATIVELY SUPPORTED & CUSTOM VISUALISATIONS + https://developers.google.com/datastudio/visualization/ https://datastudiogallery.appspot.com/gallery
- 48. Digital You CanTrust | MORE AND MORE AVAILABLE SOURCES
- 49. Digital You CanTrust | CONCLUSION
- 50. Digital You CanTrust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS ALL ALONG THE JOURNEY
- 51. Digital You CanTrust | BigQuery Content Media Ecommerce Finance WE WORK IN A LARGER ENVIRONMENT THAN JUST GMP COLLECT CRM/Sales Social Email Marketing Inventory TRANSFORM ANALYSE VISUALISE ACTIVATE Ads Platforms CRM Platforms Commerce Platforms Email Platforms Social Platforms DataPrep Cloud ML
- 52. Digital You CanTrust | Data from Display, Video and Search bought through DV360 & Search Ads 360 flows into Campaign Manager & Analytics 360 Data from social, email, affiliates and other paid media is tracked in Campaign Manager Search Ads 360 Tag Manager 360 Optimize 360 Data Studio Export data into easy to read visualisations Test best onsite content to show particular audience segments Deploy tags faster for conversion tracking, site analytics, remarketing, and more Display & Video 360 Campaign Manager Analytics 360 Re-target audience segment with specific messaging Upload CRM Data in A360 Import offline user actions Track usage of websites and apps. Create segments of users and see the complete user journey from Ad to Sale FULL REPORTING OF CUSTOMER JOURNEYS
- 53. DELIVERED BY EXPERTS Our globalteam of expert consultants and practitioners have been hand-selected from thousands of applicants. Digital You Can Trust |
- 54. We’re a globalonline marketing agency managed from one of the finest beaches on the planet. Digital You Can Trust | GET IN TOUCH
Editor's Notes
- #2 Hi everyone. Thanks for joining the event today. I am really glad to be the one presenting to you. We are going to cover a lot of my favorite tools. Google Marketing Platform is composed of 7 tools and the objective is to provide you with an overview of each of the tools and some case studies/architecture/integration that you could do.
- #3 Before we jump into GMP tools, let me start with a quick introduction about me. My name is Ben. I have been living in Vietnam for about 8 years. I am based in Da Nang. I am an engineer but I reconverted into marketing about 5 year ago. I now work at In Marketing We Trust as an analyst specialist. I am the head of Analytics and my everyday work mostly involves GTM, Google Analytics and Data Studio. Since 2017, IMWT is google certified partner (GTM, Optimize, Data Studio, Analytics). Today, we are going to talk about some of the tools that I love and use the most. Here, you can see how I got excited while I was attending the annual summit in San Francisco.
- #4 Today’s presentation will mainly focus on Google Marketing Platform tools.
- #5 This is Google Marketing Platform. It is composed of 7 different tools. GMP is the entreprise level of Google’s Marketing, Advertising and analytics suite. So there is a free version of analytics tools and google ads but GMP is the next step up. Quick poll: Who has used at least one of these tools? 2 of these tools? More than 4 of these tools? All of these tools?
- #6 GMP Tools are involved along the user journey. At every stage of the marketing funnel:Awareness, interest, consideration, evaluation, decision, purchase 1. Gather the insights you need about your prospects with Google Surveys 2. Grow your business faster with Google Search 3. Deliver faster, smarter marketing across media with Search and Display & Video 360 4. Measure and collect the right data with Google Tag Manager 5. Monitor and report on your performance with Google Analytics 6. Share insights across your teams with powerful dashboards in Google Data Studio 7. Run A/B testing to optimise user experience towards conversions with Google Optimize
- #7 In today’s agenda: I will take you through the 7 Google Marketing Platform tools. We will have a brief quick overview of each of the tools, what they do and for each of the products, I will provide an example of how the tool could integrate or be used with other GMP tools or Google Cloud Products.
- #8 We will start our review with Surveys.
- #9 Surveys can be used in the very early stages but also at the end of the marketing funnel. Like Google says, I quote: “It helps you turn answers into insights.” Ask the right questions to the right people. Google Surveys offers the tools to get fast, reliable insights from real people across the web. It allows you to make more informed business decisions, understand your marketing impact, and keep a pulse on the health of your brand.
- #10 With Survey, you can perform 3 different things: Make better creatives for your campaigns by getting consumer feedback early Research the opinions of consumers around the world to inform important business decisions Keep a regular pulse on brand awareness, perception, purchase intent and user trust
- #11 Google made it easy for us to create a survey. You write the questions you want to ask, then select who you want to ask (target respondents) based on their age, gender, region then you define and fix the budget and the frequency. You wait for users to answer and then generate statistically significant results in a matter of days. It is really simple and efficient.
- #12 This is how your results will appear in the interface. Surveys covers more than 50 countries in the world.(55 countries last time I checked) including In the region: Australia Hong Kong India Indonesia Japan Malaysia New Zealand Pakistan Philippines Singapore South Korea Taiwan Thailand Vietnam
- #13 The example I wanted to show you. In Surveys 360, you can use a remarketing lists as audience. 1 - Create your audience in Google Analytics 2 - Import your audience lists into Google Ads 3 - Serve your survey to your remarketing audience why shoppers abandoned their shopping carts? Ask them! Curious about how many customers converted due to your new free shipping offer? Ask them! Gather insights on actions taken off-site, and offline, weeks after an online action?
- #14 Surveys helps you ask opinions, to get the answers to the questions you have about your brand, and it helps you to test creative. Now, let’s move down the funnel, and introduce Display & Video 360.
- #15 Display & Video 360 is part of the advertising arm of Google Marketing Platform along with Search Ads 360. DV360 is usually involved earlier in the user’s journey than Search Ads 360.
- #16 According to Google, internet users spend 4% of their time on the web on search. Display ads help you reach users in the 96% of the time spent on the web outside of search engines.
- #17 DV 360, as its name suggests, covers Display and Video, but it is also includes other elements of advertising such as Native advertising, and audio. All 4 (Display, Video, Native and Audio) are managed within DV360. You build your campaigns, manage your audiences and creatives, you choose the inventory and then serve your ads across the web. Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.
- #18 For those familiar with DoubleClick, Display & Video 360 is the new kid in town (since 2018). It brings together features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center in a single product. Display & Video 360 is organized around five integrated modules that work together to simplify the end-to-end campaign process: Campaigns, Audiences, Creatives, Inventory and Insights. You start by specifying your campaign budget, goals, and dates. Then you define your audience, you could use your own data (like your CRM or audience lists you create via Google Analytics 360), you can also create audience lists within the tool to target people based on survey, behavioral, demographic data provided by Google or other third parties (Bluekai, liveramp, neilsen, eyeota). In terms of Creative, there’s a number of ways you can run creatives through DV360. You have a greater design freedom (HTML5), larger files, mor supported formats than if you were running an ad through Google Display Network and Google ads. Then in term of Inventories: There are 2 types of ways you can buy inventory and buy ad space:: open or preferred/private inventory. First is open inventory (real-time bidding): this is the open auction - the ad space goes to the higher bidder. Second is private or preferred inventory. These are the premium publishers (all big names tend to be here rather than in the open inventory because they’re worth more. So that is a case where you either have to be invited OR make a deal OR otherwise work directly with the publisher in order to appear on their site. And then insights then the Insights module is where you go to audit your media spend, measure impact, and access the information you need to optimize your campaigns and media spend. https://www.blog.google/products/marketingplatform/360/connect-high-quality-publishers-and-broadcasters-display-video-360s-inventory-module/ https://croud.com/blog/programmatic/five-things-croud-loves-about-display-video-360/
- #19 As an example for DV360, I wanted to focus on 3 types of audiences we can use. First, let’s start with the integration with Google Analytics. Later on today, we will cover a bit more into details GA, but basically, in GA, you gather information about users that visited your site. And you can build any audience you want based on demographic and behaviour (basic interaction or conversions). So you could build an audience list for every user that came to your site and showed some sort of engagement and use this list a a display remarketing list. Or you could create a list of users that converted on your site (bought a product online, or subscribed to your newsletter or that submitted a form), and then use the similar audience feature in DV360 to target users who are likely to engage, click, or convert with your ads. Or you even could first-party data, like your CRM or even transactional data. If your dataset is big enough, you could use customer match. Customer Match lets you serve ads based on data about your customers that you share with Google. With Customer Match targeting, you can also reach new users by targeting similar audiences to your most valuable customers. Let’s use the data we have at our disposal to create audiences for users that are likely to engage and converts with our ads.
- #20 In DV360, we build our campaigns, manage audiences and creatives to serve your ads across the web: Display, Video, Native and Audio ads. Search Ads 360 is the other advertising tool of Google Marketing Platform. Basically, where DV360 is more dedicated to awareness, Search Ads will help you serve ads in search engines and will cover more of the interest and consideration phases of the user’s journey.
- #21 Search Ads 360 will help you manage campaigns, audiences and serve ads on different search engines.
- #22 As I said a few minutes ago, according to Google, users spent 96% of their time spent outside of search engines, across websites. That’s where we reach them with DV360, now the other 4%, the 4% of the time users spent on Search Engines, we can use Search Ads to reach out to them.
- #23 Basically, Search Ads will help you serve the right ad to the right audience at the right time based on a query that a user performed in a search engine. This works like an auction: everyone can bid and ultimately the ad space goes to the most adequate ads and the highest bidder. Just to compare with Google Ads, Google Ads (AdWords) is a similar tool but it does not allow marketing campaigns to be run across multiple engine accounts. It is limited to the Google Search Network and its search partners such as Youtube Search.
- #24 Search Ads 360 is a search management platform that helps marketers to manage large search marketing campaigns, across multiple engines and media channels. You can use Search Ads 360 to create, manage, and report on campaigns for the following engines: Google Ads, Microsoft advertising, Yahoo, Baidu Create and target campaigns across different tools Manage your budget with bid strategies Experiment with ad copy and Test your landing pages Upload Bulk edits You will use Search Ads 360 campaigns to traffic ads and keywords to Baidu, Google, Bing or Yahoo. Without Search Ads 360 (DoubleClick Search), you’d need to manage your ads and keywords on each search engine, and it would be much more difficult to analyze your ad/keyword performance across engines. You also wouldn’t have the automated bidding power of the more sophisticated Search Ads 360 (DoubleClick Search) bid strategies. With Search Ads 360, you save time, reduce complexity, and have the ability to make better decisions and increase your Return on Investment for search marketing.
- #25 The example I wanted to cover today with GA is the “behavioural conversion predictions. This is something we have implemented for one of client in Australia. This involves GA, Google Ads (Search Ads) and Display & Video 360. Integrate CRM with Google Analytics (using lead Id and Client Id from GA) Use ML to identify customers most likely to convert Import the estimated metric into GA Target messaging and experience + adjust audiences and bidding accordingly
- #26 Let’s move on to the analytics arm of the Google Marketing Platform. Google Analytics!
- #27 Google Analytics helps you to understand how behave users once they are on your site. It provides insight about how users found you, what they have done on site and if they have done what you wanted them to do (if they have converted).
- #28 Quick introduction for those who never worked with Google Analytics. It helps you understand the performance of your website the behaviour and demographic of your visitors. what online behaviour led to purchases. You can use this data to make informed decisions about how to reach new and existing customers.
- #29 Here is an example of what we could measure on a ecommerce site that has a blog. I classified the different interaction into groups: First you have visibility: what content your users has seen Second you have interactions: clicks on CTA, scroll depth, outbound links Dwell-Time: Goals and conversions: what you wnat people to do, achieve on your site
- #30 You have 3 main sets of reports: Acquisition, Behaviour and Conversions. A: how did the user find me: what marketing activity drove traffic to my site,
- #31 The example that I want to cover with you is how to integrate GA and your CRM to be able to report on lead’s qualification : report on TOFU, MOFU and BOFU.
- #32 After Google Analytics, let’s move on to Optimize.
- #33 Optimize helps you Run A/B testing to optimise user experience towards conversions. Which is what we call Conversion Rate Optimisation: CRO. Conversion rate optimization is important because it allows you to lower your acquisition costs by getting more value from users you already acquired. By optimizing your conversion rate, you can increase revenue per visitor, acquire more customers, and grow your business.
- #34 To give a bit of a background with Optimise, we need to take one step back. Here is the optimisation framework. This is presented in the book ‘Google Analytics Breakthrough’ Feras Alhlou, Shiraz Asif, Eric Fettman. I really recommend this book. The ultimate goal being to have a business impact: Make more money, Reduce Cost, Improve loyalty. Optimisation requires a proper strategy, precise and complete implementation, clear reporting, and good analysis skills. The idea is to make decisions and recommendations based on data, not feelings. The optimisation framework stresses the importance of data confidence and governance it is the fundamental of the framework without accurate data you cannot do proper optimisation. You are only as good as your data. Strategy: Develop roadmap and KPIs - Measurement Plan, Discovery and Audit Implementation: Measure what matters. Implement through GTM the tools that will enable you to get the information you need: Analytics, testing and qualitative tools (crazy eggs, hotjar) Reporting: create dashboards in datastudio, custom reports/dashboard in GA, use the advanced analysis tool in GA360 Analysis: Derive actionable insights What is and what is not working Optimisation: Testing and personalisation based on qualitative and quantitative inputs (user recording, heatmaps, surveys, CRM data, personas) We need to make decisions based Business Impact: Increase revenue, reduce cost, improve loyalty Goals, ecommerce, segmentation, traffic sources Strategy
- #35 If we zoom in into the conversion rate optimisation process itself, it is composed of 6 steps. Set up goals: what is it that we want to improve, define the metrics and assign a value to it Micro: Small actions that will have an indirect impact on the bottom line. ( Download a brochure , Submit a contact form, Subscribe to a newsletter) Macro: Actions that will impact directly your bottom line (Add to cart, Checkout, Select Packages, Add-ons selection) Research and Analyse phase: use qualitative and quantitative data to understand how you could increase the conversion rate and performance (how you could get a clearer and more relevant VP, how you could reduce distractions & anxiety, how you use urgency factor… anything to increase your performance. Google Analytics is only one of the multiple data points that you should be using. You should ask directly your users through polls or surveys Review the usability of your site: functional, reliable, usable, enjoyable by Perform heuristic assessment of your design by an UX specialist Run user testings Run some interviews (sales and support team) and do some call log analysis Review behaviour: Heat maps, Click maps, Move maps Any data point that will help you understand Who your users/customer are (socio-demographics) The issues they are trying to solve What features they benefit the most Their customer journey Emit hypothesis: You state the problem you want to solve The hypothesis that will solve this problem ex Problem: Less than one percent of visitors sign up for our newsletter. Hypothesis: “Visitors don’t see the value in signing up for our newsletter. Adding three bullet points about the benefits will increase signup rates. Then you design you test And finally you use optimise to run A/B Testing. Optimise is just the tool and is only 1 of the steps of the CRO. The biggest asset of your optimisation program is People not the tool.
- #36 Now, what is A/B testing. To resolve the problem we found, we emited an hypothesis on how we could fix or improve the experience. In order to validate if our hypothesis was right, we split the traffic into 2 buckets of people. Half the people will see the orginal, half will see a variation of the page. Once we reached statistical significance (>95%) and that the test is valid, we can compare the performance of A versus B. The winner variation will be implemented and your conversion rate and performance will be improved.
- #37 Optimise is quite limited in term of reporting. It provides with some sort of report, but we usually, at IMWT, on the top of the built-in reports, create our own dashboard in DataStudio. It not only enables us to report on the metrics we want (without restrain) but also provides our client an access to a live dashboard for them to monitor their experiment. First, you need to integrate Optimize with Analytics (native integration). We generally install Optimize via Google Tag Manager. We also add specific event tracking in Google Tag Manager in case our experiment required additional insight. And then you create a dashboard in DataStudio that reports on the original (control) versus the variation.
- #38 Now let’s move to the 6th tool: Google Tag Manager. (my favorite)
- #39 Google Tag Manager aims to simplify the deployment and maintenance of tags.
- #40 Native Implementation Tags are hard coded into the HTML code. Every modification and addition is done in the original code. Through a tag manager A snippet of JavaScript code is included in each page. Every tag is implemented in a container. The tag management is done within the GTM interface.
- #41 Google Tag Manager will enable you to collect, process the information you want and then send it to the tools you use. You could send information to Google Analytics (obviously), but you could also use GTM to implement Floodlight tags ( to track interactiokns for Search Ads and DV360), you could implement facebook tags (to report on pageviews and specific interactions for your campaigns), you can also deploy other analytics tools such as hotjar, optimise, or crazyegg.
- #42 There are a lot of built-in tags and since year, you can even implement your own custom templates or use some provided by the community
- #43 Here are some benefits of Google Tag Manager. No need to make source code changes Track all tags in a single place to avoid duplication and mistakes Built-in debugging, testing and preview tools Version control to keep track of changes Multiple levels of permissions to view, edit and publish tags A lot of built-in tags are available (automatic update) and there is now custom templates (we can create your own tags or use some providing by the community)
- #44 OneTrust Cookie Control (by CIVIC) Cookie Consent (by Silktide) Cookiebot (by Cybot)
- #45 The last tool of them all is DataStudio. This is the google visualisation tool.
- #46 There are 6 steps in analytics effectiveness: the collection, the aggregation, the segmention, the integration, the visualisation and the interpretation of the data. The visualisation is essential to effective communication. The power of visualisation are often underestimated. The right visualisation will help you interpret the causality behind the data.
- #47 Google Studio enables you to tell a story using your data. Visualize your data through highly configurable charts and tables. Easily connect to a variety of data sources. Share your insights with your team or with the world. Collaborate on reports with your team. Speed up your report creation process with built-in sample reports. Here is this slide, you can see few examples. The first dashboard is using Google Analytics as a datasource and can be used to monitor monthly performance in term of traffic, conversions. The second dashboard is reporting on email campaign performance: open rate, click rates using google sheet as a datasource. The third one is used to estimate the impact of ITP on your analytics. This one is Games Done Quick, a charity event where speed runners play video games as fast as possible to raise money. They host 2 events a year and raise millions of dollars for charities such as Médecins Sans Frontières and the Prevent Cancer Foundation. The last one is a dashboard reporting on the usage a chatbot and its impact on performance.
- #48 There is a lot of built-in visualisations + custom visualisations provided by the community or even implement own visualisation.
- #49 There exist loads of data sources. And Since you can use excel or even Big Query as a datasource, there is alsmost no limits in what kind of data you can use.
- #51 GMP Tools are involved along the user journeys. 1. Gather the insights you need about your prospects with Google Surveys 2. Grow your business faster with Google Search 3. Deliver faster, smarter marketing across media with Search and Display & Video 360 4. Measure and collect the right data with Google Tag Manager 5. Monitor and report on your performance with Google Analytics 6. Share insights across your teams with powerful dashboards in Google Data Studio 7. Run A/B testing to optimise user experience towards conversions with Google Optimize
- #52 2 sessions dedicated to cross product work: 1 dedicated to GMP, 1 dedicated to Ads and few workshops (I assited on 1 creative workshop Marketing Intelligence) Growth: high-value user acquisition Personalisation: customized offers Measurement: offline-to-online measurement and attribution Nurturing and retention: predicetd churn Marketing efficiency: inventory aware marketing, media mix modeling