google analytics 360 suite presentation at the chief analytics officer forum, sydney
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Adapting measurement
strategies for
modern marketing
John Blood
BLOOD@google.com
March 2016
© Google Inc. 2016. All rights reserved.
© 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
© 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%
© 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%
© 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 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
“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
“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
“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
© 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
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%
“ ...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 ”
© 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
“
”
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 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
© 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%
© 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…
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%
© Google Inc. 2016. All rights reserved.
...to answering
questions on demand
What if your
marketing data
could be marketing
answers?
From 10 blue links...
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
“
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%
© 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
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
“
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%
“ 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 ”
© 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
© 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
© 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
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