beyond ga360 & bigquery
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Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Gaining Competitive Advantage using Google Analytics 360 + Google Cloud Platform
Gert-jan LagasRegional Manager GA 360 Sales
Northern Europe
Proprietary + Confidential2020: hardware that can emulate human-brain functionality for only $ 1000
Source: The Singularity Is Near, Kurzweil, 2005.
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Competitive Advantage:Capitalising on scarce resources better than your competition
Proprietary + Confidential‘We're in a knowledge economy, but our managerial and governance systems are stuck in the Industrial Era. It's time for a whole new model.’*
*Source: Manville & Ober, 2003, Jan., p. 48 **Source: HBR August 2014, The Ultimate Marketing Machine
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“A Wealth of Information Creates a Poverty of Attention”
Herbert Simon, Nobel Laureate, 1978
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OWN THE MOMENTSTHE NEW BATTLEGROUND FOR MARKETERS
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Four strategies to seize the opportunity
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Understand your customer better
Identify ways to improve decision
making
Build quick consensus Act! (deliver engaging
experiences)
© Google Inc. 2016. All rights reserved.
Tag Manager 360 - Data Collection
Data Studio 360 Data Analysis and Visualization
Third-Party Platforms
Analytics 360Customer Insights
Attribution 360Marketing
Measurement
Optimize 360Site Testing and Personalization
Audience Center 360Audience
Management
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“ … we were able to reduce time to insight from 96 hours to 30 minutes by using BigQuery … and we were able to do this in a quick six week proof of concept. “
Gary SandersHead of Digital Analytics, Lloyd’s Banking Group
Data &Analytics
Google Cloud Platform: Industry-leading Data & Analytics
BigQuery: Fully managed data warehouse for large-scale analytics
Cloud Data Flow: Real-time data pipelines
Machine Learning: Powerful, easy-to-use ML services; Speech, Vision and Translate APIs
“...Google is leveraging its expertise and experience with big data in its own consumer business in order to build product strength in technologies such as analytics and machine learning. “
Lydia Leong2016 Cloud IaaS Magic Quadrant
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Your Customer Data Your Preferred UX Your Activation
ChannelsYour Analytics
Needs
Allows you to capitalise on what makes you unique:
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Understand your customer better
Uses Cases to Capitalize on your Unique Data
Connect media and site centric activity with other data you have. - CRM data that only you have (Orders, preferences, LTV)- Add PII data like email phone and IP addresses- Connect to other 3rd party data sets
Build your own device graph- Use your own logged in user database to understand x-device
behavior
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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
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Uses Cases to Capitalize on your Unique Analytics Needs
Identify ways to improve decision
making
Get over rigidity inherent in any software product
- Roll-up insights across brands - Reports with more granularity- Exporting data at faster cadences
Business specific insights
- Example airline mixing Analytics+GCP+Google Flight Search Data- Example auto mixing Analytics data with dealer location data
Customized attribution and/or propensity modeling
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“Big Query has allowed us to more easily isolate the effects of marketing from the effects of site changes”
40 Million usersEach month
Supercharged ability to turn raw data into deep understanding of consumer behaviour
30-40% increase in conversions on smartphone and tablet in 6 months Improvement
Understand not just the overall conversion rate...
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Uses Cases to Consume Analytics in your preferred UX
Build quick consensus
Bypassing UX to drive more automation/speed
- Automated processing of reports- Building meta-reporting- Speed of report rendering for “huge-data” companies
Easing decision making by presenting insights in tools execs are familiar with
- Extracting GA360 data into existing dashboards and workflows- Building custom reports across your data sets that ease collaboration
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Uses Cases to Customize your Activation Channels
Act! (deliver engaging
experiences)
Activation via unsupported programmatic buying platforms
Activation via email/SMS
Activation via offers/promotions
Activation via call-center (x-selling and upselling)
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“The economics of Cloud are real.”
49%of North American orders placed from mobile devices
4.5Mactive customers Use Hadoop &
BigQuery to run analytics across customer data
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GA360+GCP: Our value proposition
3 Measurement platform made intuitive & collaborativeEnable enterprise collaboration and quick decision making
4 Actionable insights driven by machine-learning intelligence Capture your audience with relevant, personal messages
2 Seamless, powerful integrations for quick, custom actionsBuy or Build? Get the best of both
1 Enterprise-scale user centric platformFully capitalize on your knowledge of your customers
JON