Revolutionizing Analytics- A Strategic Proposal for Google Analytics 360.docx

Title: Revolutionizing Analytics: A Strategic Proposal
for Google Analytics 360
Prepared by: Brad Ramphal
Full Sail University
Project and Portfolio III: Marketing - Online
Date: December 18, 2023

Revolutionizing Analytics: A Strategic Proposal for Google Analytics 360
TABLE OF CONTENTS:
1. Introduction
2. External and Internal Business Environment
3. Conducting Strategic Scanning
4. Identifying and Solving Market Needs
5. Implementing Innovations
6. Conclusion
7. References

INTRODUCTION:
In the rapidly evolving landscape of digital analytics, Google Analytics 360, formerly known as
Google Analytics 4, stands as a cornerstone for businesses seeking comprehensive insights. As a
dedicated employee at Google, I present this strategic proposal to enhance Google Analytics
360, ensuring that it not only meets current market demands but also surpasses competitors.
This proposal aims to address the external and internal business environment, conduct strategic
scanning, identify and solve market needs, and implement innovations to propel Google
Analytics 360 to new heights. Understanding both the external and internal factors that
influence Google Analytics 360 is paramount to its continued success. Externally, factors such as
market trends, competitor analysis (including a detailed comparison with Adobe Analytics), and
regulatory considerations will be explored. Internally, we will assess the current state of the
platform, including strengths and weaknesses, and analyze the organizational structure and
resources available. Strategic scanning involves a comprehensive analysis of the competitive
landscape, market trends, and emerging technologies. This section will delve into a detailed
comparative analysis between Google Analytics 360 and its primary competitor, Adobe
Analytics. By identifying the strengths and weaknesses of each platform, we will formulate a
strategic plan to position Google Analytics 360 as the preferred choice in the analytics market.
An integral aspect of this proposal is to identify and address market needs that may not be fully
met by the current version of Google Analytics 360. Through a careful examination of user
feedback, industry trends, and emerging challenges, we will pinpoint specific areas where
improvements are necessary. The goal is to not only meet but exceed the expectations of
businesses seeking robust analytics solutions. Innovation is key to maintaining a competitive

edge. This section will outline a roadmap for implementing key features in Google Analytics 360
that address identified market needs. Whether it's enhancing user-friendliness, providing
advanced analytics capabilities, or integrating emerging technologies, our focus will be on
ensuring that Google Analytics 360 remains at the forefront of innovation.

EXTERNAL & INTERNAL BUSINESS ENVIRONMENT:
Google Analytics is a prominent organization providing a robust and free web tool for
businesses to gain profound insights into user interactions with their sites and apps (Adswerve).
Originally established as Urchin Software Corp by Scott Crosby, the company became a wholly-
owned subsidiary of Google, trading under the name "Alphabet" (Adswerve). Despite facing
competition in the web analytics space, Google Analytics has maintained its leadership in the
marketing industry, serving as a key driver for digital marketing, lead generation, and website
traffic growth (Adswerve). With plans to expand into the emerging metaverse, Google Analytics
anticipates even greater success in the future (Adswerve). For businesses seeking a deeper
understanding of customer interactions, Google Analytics offers a free basic version that collects
personal information for research and improvement purposes. Alternatively, the paid version,
Google Analytics 360, starting at $150,000, provides advanced features, a dedicated accounting
manager, expert training, data integration services, and more (Adswerve). In comparison, Adobe
Analytics, with a starting cost of around $48,000 for the lower-tier plan, lacks some key features
present in Google Analytics 360 (Ghosh). Neil Patel highlights the integration capabilities of
Google Analytics with consent management tools like CookieYes, enabling tags to fire only after
user consent. In contrast, Adobe Analytics does not provide this level of integration (Neil Patel).
Google Analytics also offers partnerships with major companies like Meta, Apple, and X
(formerly Twitter), expanding business opportunities and enhancing services for customers
(Adswerve). Google Analytics remains an indispensable tool in the marketing industry,
delivering unparalleled insights and value to businesses of all sizes (Adswerve). As a publicly
traded company, Google's stock has been a significant investment option for those looking to

capitalize on its market presence and success (DiLallo). Overall, Google Analytics stands out for
its comprehensive features, strategic partnerships, and commitment to innovation, solidifying
its position as a leading player in the analytics space.

STRATEGIC SCANNING:
Small business owners must gain a competitive edge in today's market by understanding what
sets them apart from competitors. Google Analytics proves to be an invaluable tool for
achieving this goal, enabling businesses to analyze website traffic and obtain insights into their
target audience's behavior, preferences, and needs. This information becomes instrumental in
tailoring marketing strategies to better align with customer expectations and enhance their
overall experience. Google Analytics empowers businesses to track the success of campaigns,
identify areas for improvement, and make data-driven decisions to foster business growth.
Google Analytics is preferred by the majority of businesses, especially its free version (Koudal,
2023). In comparison to competitors like Adobe Analytics, Matomo, and Kissmetrics, Google
Analytics stands out due to its superior features and functionality (Koudal, 2023). Although
Adobe Analytics offers comprehensive features, its higher cost and steeper learning curve make
it less accessible to small businesses or startups (WP Security Ninja, 2023). Meanwhile, Matomo
and Kissmetrics, while offering similar features, fall short in various aspects (WP Security Ninja,
2023). According to Tagmate's report (2023), Google Analytics holds a market share of nearly
78%, solidifying its position as the go-to analytics tool for website and app owners to track goals
and conversions. Exploring collaborations with Metaverse companies like MultiversX within
Google Cloud's ecosystem presents additional business opportunities (Akolkar, 2023). Our
business differentiates itself by using our product to help individuals and small businesses build
robust customer relationships. Our product, designed for monitoring consumer behavior and
providing in-depth data analytics, enables clients to make informed decisions about their
marketing strategies. A key differentiator is offering these valuable services at no cost,

establishing a reputation for affordability and accessibility. The proven success of our approach
underscores our commitment to providing top-notch service. Furthermore, our platform offers
a wealth of resources to assist users. Whether seeking support and guidance from online
communities or personalized assistance from our dedicated support team, users can find the
help they need to fully leverage our platform.

SOLVING A NEED IN THE MARKET:
Google's mission, encapsulated in the statement "to organize the world’s information and make
it universally accessible and useful" (Google), drives our commitment to continually advance
information gathering, indexing, and organization on the Internet. We anticipate the
development of advanced algorithms and technologies to efficiently categorize data, ensuring
universal accessibility worldwide. Our responsibility is to make information accessible to people
globally, facilitated by the ongoing development of intuitive and user-friendly interfaces. As we
look to the future, we are focused on expanding our reach, providing services in more
languages, on diverse devices and platforms, fostering accessibility regardless of background or
socio-economic status. To achieve these goals, we remain committed to staying at the forefront
of technological advancements and investing in research and development to deliver
personalized, relevant, and high-quality results globally. Looking ahead, our company is excited
about efforts to increase access to capital and training for underserved small businesses,
support underrepresented startup founders, and make digital skills training more accessible
across the United States. Our commitment extends to advancing health equity globally,
researching and creating AI-powered health solutions, and centering underrepresented voices
in media for a more inclusive reflection of the world. Additionally, we plan to work harder to
close the computer science access gap through exposure and education, contributing to a more
equitable and inclusive future (LinkedIn). In fostering a culture that embraces diversity,
innovation, and collaboration, we envision a workplace where every team member feels a sense
of belonging and is empowered to contribute their unique insights and imagination. This

commitment is exemplified in our aim to build a company where individuals of different views,
backgrounds, and experiences can do their best work and show up for one another (LinkedIn).
Google's commitment to transparency is demonstrated through its "Transparency Reports,"
revealing government data requests. This culture fosters trust and values employees' judgment,
empowering them to be more effective in their roles (D'Onfro, Business Insider, 2015). Access to
more information provides employees with context to perform their jobs better (D'Onfro,
Business Insider, 2015). Industry trends indicate a significant shift in data management, with the
majority of companies adopting integrated cloud data platforms by 2026 (Hale, TechRadar,
2023). The move towards a connected approach enables more efficient data storage,
management, analysis, and governance, emphasizing cost optimization. A growing trend
towards open-source solutions is anticipated, crucial for the rapid deployment of AI, speedier
development cycles, and increased ROI. The tipping point for artificial intelligence is predicted
by 2025, with increasing consumer acceptance of AI technology (Hale, TechRadar, 2023).
Analytics and insights are expected to receive a significant boost, with investments in data and
AI on the rise, driving businesses to revise data handling practices for compliance with
regulations and mandates (Hale, TechRadar, 2023). In the expanding digital world, Google
Analytics is poised to be an indispensable tool, measuring online performance, optimizing
marketing campaigns, identifying website issues, and understanding customer behavior. The
anticipation of more advanced user segmentation and reporting, along with the ability to
monitor multiple websites simultaneously, solidifies Google Analytics as a crucial ally for
businesses staying ahead of the curve (Hale, TechRadar, 2023). Looking ahead, Google Analytics
aims to continue providing a unique data analysis system targeting specific demographics,

consumer characteristics, and behavioral traits. The company remains confident in its platform's
appeal to customers, even as it faces market competition. Excitement surrounds the potential
for AI technology to revolutionize the health and wellness industry, with Google at the forefront
of these developments. While no negative feedback has been encountered regarding the
Google Analytics platform, proactive measures are taken to stay ahead of potential issues.
Ongoing precautions and advanced measures ensure consumers have access to the latest
information and technology for a seamless experience. Despite the absence of concerning
trends at the moment, the company remains committed to providing the best service possible
and addressing any potential issues that may arise in the future (Working at Google |
Glassdoor).

IMPLEMENTING INNOVATION:
Google places a strong emphasis on providing up-to-date attribution data, as highlighted by
Macura (2023). However, the introduction of the new version of the platform has posed
challenges for some users, particularly in adapting to the exclusion of certain attribution
models. The new version only incorporates the last-click and data-driven attribution models,
potentially impacting data visibility and tracking. Compared to its predecessor, Google Analytics
(GA) now has limited data collection capabilities, potentially resulting in incomplete insights into
users' behavior and interactions. To overcome these limitations, a strategic opportunity involves
reintegrating the lost attribution models, thereby enhancing the efficiency of tracking target
audiences' behaviors. To transform this concept into a tangible plan, a thorough examination of
competitors, including Adobe, Matomo, and Fathom, is essential. This involves delving into the
functionalities of these platforms, analyzing customer feedback, and extracting valuable insights
from collected data. This comprehensive research approach aims to improve the Google
Analytics product and enhance its competitiveness in the market. The proposed innovation
carries several potential benefits for the company. Firstly, it positions Google Analytics as an
advanced and reliable analytic platform capable of analyzing complex data sets and generating
valuable insights. Secondly, the innovation can be offered at an attractive price point, making it
a cost-effective solution for clients. Lastly, user-friendliness is prioritized, ensuring easy
accessibility and usability for non-technical users. As a Google employee, the primary objective
is to enhance the product for the overall benefit of the company. In terms of compensation for
the proposed idea, a fair structure is suggested, amounting to a modest 10% of the annual
revenue generated from purchases made after successful implementation. This collaborative

approach aligns with the company's ethos, ensuring collective success through innovation. The
integration of the proposed idea is expected to result in substantial cost savings, approximately
totaling 20% of the annual revenue from sales. This strategic enhancement not only enhances
profitability but also positions the company favorably against competitors such as Adobe
Analytics. The comprehensive action plan involves a meticulous process of data collection,
analysis, and strategic implementation. The initial phase includes an in-depth examination of
current product offerings and an analysis of competitor operations. Insights gained from this
analysis inform the identification of untapped data reservoirs, aiming to uncover opportunities
for enhancement. Subsequent phases involve refining and augmenting the platform, drawing
inspiration from successful competitor strategies but surpassing them by offering superior
functionality and user experience. The ultimate goal is to create a product that sets a new
benchmark for user-friendliness and effectiveness in the data and analytics landscape.

CONCLUSION:
In conclusion, this strategic proposal outlines a comprehensive plan to elevate Google Analytics
360 to new heights. By understanding the external and internal business environment,
conducting strategic scanning, addressing market needs, and implementing innovation, we aim
to not only meet but exceed the expectations of our users. The goal is to solidify Google
Analytics 360 as the premier choice in the dynamic field of data and analytics research.

REFERENCES:
Akolkar, B. (2023, October 23). Google cloud makes push into metaverse by partnering with
MultiversX. Coinspeaker. https://www.coinspeaker.com/google-cloud-multiversx/
D’Onfro, J. (n.d.). How Google’s culture of transparency helps it prevent “backstabbing.”
Business Insider. https://www.businessinsider.com/google-culture-of-transparency-2015-4
Hale, C. (2023, February 22). Revealed: These are what Google thinks will be the biggest cloud
data and AI trends this year. TechRadar. https://www.techradar.com/news/revealed-these-are-
what-google-thinks-will-be-the-biggest-cloud-data-and-ai-trends-this-year
Koudal, L. (2023, August 7). Google Analytics & Competitors: A comprehensive comparison. WP
Security Ninja. https://wpsecurityninja.com/google-analytics-and-its-alternatives-a-
comparative-analysis/
LinkedIn. (n.d.). https://www.linkedin.com/company/google/life/lifeatgoogle/
Macura, A. (2023, July 3). GA4: The good, the bad, and the alternatives. Search Engine Journal.
https://www.searchenginejournal.com/ga4-the-good-the-bad-the-alternatives/490041/

REFERENCES
Tagmate. (2023, March 13). What is Google Analytics: Importance, benefits, and reasons to use
it. https://www.tagmate.app/blogs/what-is-google-analytics-importance-benefits-and-reasons-
to-use-it
WP Security Ninja. (2023). 18 Adobe Analytics Pros and Cons. https://brandongaille.com/18-
adobe-analytics-pros-and-cons/
Working at Google | Glassdoor. (n.d.). https://www.glassdoor.com/Overview/Working-at-
Google-EI_IE9079.11,17.htm

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