3:00pm

23JUN

1. Google Analytics Premium Overview

2. Accumulate

3. Analyze

4. Act & Case Studies

Agenda

GA PREMIUM

Overview

Enterprise activation

• Google Analytics is the most

widely used analytics

platform

• GA Premium went live in

2011 and is our fastest

growing enterprise platform

ever

• In the US, 67% of Fortune

500 websites now use

Google Analytics

Source : E-Nor

Enterprise activation is starting to show

We received more than 10M new hits into our system

We answered more than 10K new queries for data

We added 5+ GBs of new data into our system

We processed 5M+ additional events for our system

In the last 5 seconds

The Google Marketing Platform

Digital properties

DM, CRM, call center & POS

3d Party Data

+ 40 vendors

integrated and

counting

Your data

One digital stack

Enterprise Grade Paperwork

Enterprise Grade Support

Three Data Objectives for 2015

of marketers fail to

see a single view of

the customer even

though it’s one of

their top priorities.1

of organizations

believe integrated

platforms could

meet all their

needs.2

of marketers

struggle with

real-time

personalization

of content.3

82% 75% 60%

ACCUMULATE ANALYZE ACT

Source: (1) 2013 Teradata survey on 2,220 marketers (2) 2014 DoubleClick by Google survey (3) 2013 www.cmo.com

ACCUMULATE ANALYZE ACT

Strive to create a

single source of

truth

Get fresh, accurate

information

Set and share

marketing goals

Measure the metrics

that matter

Enable programmatic

marketing

Make data-driven

decisions

Three Data Objectives for 2015

12%Percent of revenue lost by the

average company due to bad data.

Source: Global Research report 2014 from Experian Data Quality

Full-scale enterprise analytics capability

40x Custom DimensionsCustomize your data.

200 dimensions (vs. 20)

Standard Premium

>100x Data LimitsSend in more data. Lots more.1B – 20B hits/month (vs. 10M)

Data exports3M line reports

Unlimited BigQuery Raw Export

>12x Fresher DataAccess your data faster.

SLA 4 hours (vs. 48)

Standard Premium Standard Premium Standard Premium

Additional DCM Reports

Remarketing lists in GA to run DBM

Campaigns

Single source of truth: DoubleClick data

Actionable Google Data

• Google Play

• Demographic and Interest Data

• Industry Benchmarking

• More Advertising spend information

Google data sources

Measure cross device movement

Video Search DisplaySocial Mobile

Shopping Behaviour Analysis

Tablet users start

checkout twice as often

and complete purchase

57% more often than

overall users

•What are my most popular products?

•Which products are most frequently

abandoned?

•Which Products convert well?

•Which campaigns are driving

awareness? Which are my closers?

Single source of Truth – Mobile Apps Data

AdMob reporting

Understand how your app is

monetizing from your AdMob ads

More Google Play data

See more of your linked Google Play data

in your Analytics account automatically

In-app purchase (IAP) reporting

Take ecommerce further and analyze

your in-app purchases in Google Analytics

• End-to-end campaign

effectiveness

• Measure view-through

visits and conversions

now

• Measure along

DoubleClick

dimensions

• Quick Setup – auto-

tagging

Single source of Truth – DoubleClick Reporting

Analyzing data

56%of companies rated data analytics as ‘very’ or ‘critically’

important to their strategy this year.

Source: KPMG and CGF Global Consumer Executive Top of Mind Survey 2014.

Measure what matters: Custom metrics

Calculated Metrics

Calculate your key metrics by creating

expressions with existing GA data

Margin and Profit Analysis

Calculate your true margins by product, taking into

account shipping, inventory costs, etc.

Custom Funnels

Analyze completion / abandonment rates on a

sequence of tasks (e.g. steps to conversion). Adhoc

task completion analysis.

Measure what matters: Unsampled Data

• In-memory analytics

• Ability to analyze large

data sets

• Incredibly fast

Measure what matters: User-centric reports

• User based analysis across

customer lifetime

• Ability to measure user

retention

• Introduces 6 new

“per user” metrics

• Available for mobile

apps as well

Measure what matters: Lifetime Value

• Introduce LTV for critical

metrics

• Support for 4 key

dimensions

• No configuration needed

• Available for mobile apps as

well

Set and Share Goals: Benchmarking

• Compare your site performance

to similar sites

• Benchmark based on country,

industry, size of website, etc.

Data Driven Attribution: Impact of each touch

Search Email

DisplaySearch Email

3%

likelihood of purchase

2%

likelihood of purchase

50%

increased likelihood of purchase by

Scalable Storage

JoinData Sets at Scale with BigQuery

Scalable Storage

Export Data with BigQuery

Scalable Storage

Join External Data with BigQuery

Scalable Storage

Analyse interactively

Mash it up

Analyse Big Data with BigQuery

Display Lead SubmissionSearch

• Data Driven Attribution revealed a +7% more in

conversions from Display

• 19% increase in Display attributed conversions, with

24% additional channel spend.

• Display CPA below non-brand paid search CPA

Uncovered Display impact and opportunity

“We analyzed our display efforts using Data Driven Attribution. It uncovered growth potential which we

would have not seen otherwise. We will definitely continue our focus on this solution.”

Nicole Remington, Search Marketing Manager, TechSmith Corporation

Data Driven Attribution Results

“If you’re running a business based on user logins, I can’t think of any reason

to not implement cross-device tracking - the additional insights you get are

huge.”

– Dr. Valentin Schellhaas, CMO, Westwing GmBH

Uncovers purchase path of users

- Discovered smartphones and tablets were

undervalued in purchase path in previous

analyses

- Adjusted marketing spend for more accurate

alignment with true user behaviour

- Revised Ad Pricing basis demand

by region and product category

- Greater understanding of the

customers thereby better product

decisions

Understand consumer demand

“We’ve been very pleased with the results that were realized using Data Import in Google Analytics to

analyze client behavior on our website. This exercise has given us better insight into valuable data that will

ultimately impact how we segment the market for legal services.”

— Sendi Widjaja, Co-Founder & CTO, Avvo, Inc.

Tags

Event

Tracking

Data

Imports

Acting on your data with remarketing

Remarketing in DBM

Remarketing in DFP

Remarketing lists for search

CRM remarketing

Dynamic remarketing

A Moment to Reconnect - Watchfinder

Funnel StageGeographical Location

Onsite BehaviorBrand

• Average Order Value (AOV) increased by 13%

• 34% lower CPAs than non-brand search

campaigns

• Resulted in 1300% ROI

......

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1 Step List Creation. Once & Done

Machine learning finds best segments

% o

f

Co

nve

rsio

ns

% of Traffic

20% traffic

85% conversions

30% traffic

95% conversions

Questions!