Google Analytics 360 Suite

Background

As marketers we have a profound understanding of how important t is to understand your customers needs and wants. We do this by using all the available data and research that will hopefully cast some light on these needs. 

In recent times Google have started the discussion about joining the website based analytics to those of  digital marketing campaign data may further assist businesses to more fully understand the full customer journey. 

This more comprehensive insight is required because the customers needs are generally more complex in the modern day setting, certainly there are greater levels of competition and the reality is the customer demands a higher level of service and combines this with a generally lower level of loyalty.

Against this biased background, combining the total analytics appears to be a smart way to gain this improve understanding of the customer and from this the possibility that there are different groups within the whole that can be effectively identified, targeted and satisfied to the mutual benefit of the customer and the business.  

Google Analytics and Google Analytics 360 have existing capabilities to aid businesses in  being able to better assess how customers interact and engage with the brand.  

Expanded Capability

Google have now announced a new and exciting analytic function with the addition of: User-Centric analysis to help provide a deeper understanding of the most important customers. 

Through User Explorer, the business will now be able to analyse the actions of even anonymous users take on your website site or app. This informationcan allow you to refine the process the user takes to help augment their experience and thereby help to betetr engage with them through this process. 

Additionally you can focus on the customer s you do know about such as the ones that spend the most or buy the most frequently or buy the most expensive products in your range and for each group review their respective paths on your digital platforms.

These found insights can both confirm your perceived understanding or perhaps even expand it.  At very least Google User Explorer will be a powerful tool in helping the business to develop and implement more tailored and segment specific marketing and promotional plans.

To illustrate this further, User Explorer may assist in  identifing anonymous individuals who for whatever reason did not buy and  aid in re-engage with them to reconnect to your app or site using current marketing campaigns. 

Combining User Explorer with existing user-centric data you have the ability to construct new, previously unknown segments  that can be targeted in a more specific way.

The use of the Google Cohort analysis report will also provide additional information such as:  When customers were acquired, how often do they purchase in a day or a week and what percentage return the following day to repurchase. 

Naturally to learn more about any aspect of Social or Digital Media marketing click on to this link:
http://www.victorianchamber.com.au/business-solutions/training/course

So until next time, good luck and good marketing.
Regards,
Daniele.