five cutting edge uses for analytics in the enterprise
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Presentation by Jesse Nichols from Google. Five cutting edge uses for analytics in the enterprise. Presentation covers how to capture and measure consumer moments that matter in one place.TRANSCRIPT
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Jesse Nichols Industry Solutions & Partnerships, Analytics [email protected]
Five cutting edge uses for analytics in the enterprise
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Centralize communications
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Impressions Properties Clicks Sales Loyalty
Capture the moments that matter in one place
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Distribute conversion credit fairly
Search Display Email Likelihood of purchase
Likelihood of purchase
Search Email
Did this channel increase purchase likelihood?
2%
3%
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Deploy automation on & off the site
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Increases visibility into display ad performance
The Matalan logo is the trademark of Missouri Topco Limited
Read the full study: http://goo.gl/ApCTGL
“It’s really helpful to be able to see one channel that might not be a heavy hitter in terms of revenue or traffic has an impact in creating a conversion on another channel.”
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Customer ID CRM Data Attributes
Expand your understanding of your digital customer
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Design for cross-platform measurement
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Mine data through blazingly fast cloud computing
Cloud Platform
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Google Confidential and Proprietary 11 Analytics Premium The US Cellular logo is the trademark of the United States Cellular corporation
Read the full study: http://goo.gl/jqaqJI
“After building a scalable, automated analytics framework, the team reclassified roughly half of the activations in U.S. Cellular’s internal management report that previously had been attributed to offline channels.”
Attributes offline sales to online marketing activities
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! <script>!( f u n c t i o n ( ) { w i n d o w . a d s T r a c k e r = n e w gweb.analytics.AutoTrack({trackQueryParams:true,cookiePath:"/analytics/",profile:"UA-10005-1"})})();! </script>! <link href="//fonts.googleapis.com/css?family=Open+Sans:300,400,600,700&lang=en" rel=! "stylesheet">! <link href="/analytics/css/default-nelson.css" rel="stylesheet">! <link href="//www.google.com/analytics/images/favicon.ico" rel="shortcut icon" type=! "image/x-icon">! !
url.com/gobbledegook/fud/id=123456789/unreadable.html
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Profile data
Interests
Demographics
Make data recognizable through categorization
url.com/gobbledegook/fud/id=12345/unreadable.html
Category Contents Page Intent
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Create your own custom reporting architecture
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Google Confidential and Proprietary 15 Analytics Premium The Avvo logo is the trademark of Avvo, INC.
Read the full study: http://goo.gl/MdkUNJ
“… Avvo could more clearly measure content views, ad impressions [on their internal ad serving tool], and clicks broken down by their internal regional and specialty classifications, allowing them to segment their pricing appropriately.”
Increases revenue through smarter custom reporting
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Break down technology silos.
Media Customers Platforms
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Cross-Channel Digital Media
Customer Data Management
Cross-Platform Engagement
Tag Management
Integrations yield improved results
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Google Tag Manager
DoubleClick Digital Marketing
Adometry by Google
Analytics for Mobile Apps
Google Media Properties
Google BigQuery
Analytics Premium
Google’s integrated data & measurement solution
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Display Network
AdWords
Webmaster Tools
BigQuery
Tag Manager
Analytics Premium
How our tools work together
Drive/Sheets
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The biggest innovations in analytics today are happening on the white board.
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Do your analysts have the bandwidth
to find insights?
Is anyone incentivized to apply and act upon
these insights?
? Do your teams
ask the right questions?
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Thank you Questions?