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-moz-osx-font-smoothing: grayscale; -webkit-font-smoothing: antialiased; } body { padding: 0; /* This ensures that the scroll bar is always present, which is needed */ /* because content render happens after page load; otherwise the header */ /* would "bounce" in-between states. */ min-height: 150%; } h2 { font-size: 16px; } h1, h2, h3, h4, h5 { line-height: 2em; } html, h4, h5, h6 { font-size: 14px; } a, a:visited { color: #4184F3; text-decoration: none; } a:focus, a:hover, a:active { text-decoration: none; } .Header { margin-top: 15px; } .Header h1 { font-size: 32px; font-weight: 300; line-height: 32px; height: 42px; } .header-inner .Header .titlewrapper { padding: 0; margin-top: 30px; } .header-inner .Header .descriptionwrapper { padding: 0; margin: 0; } .cols-wrapper { margin-top: 120px; } .footer-outer, .google-footer-outer { padding: 0 60px; } .header-outer { padding: 0 20px; position: fixed; width: 100%; top: 0px; height: 71px; z-index: 999; box-shadow: 0px 0px 4px #888; } .header-inner { height: 100px; position: relative; } html, .header-inner a { color: #212121; color: rgba(0,0,0,.87); } .header-inner .google-logo { display: inline-block; background-size: contain; z-index: 1; height: 46px; overflow: hidden; margin-top: 4px; } .header-left { position: absolute; top: 35%; -webkit-transform: translateY(-50%); transform: translateY(-50%); margin-top: 12px; width: 100%; } .google-logo { margin-left: -4px; } .header-inner .google-logo img { height: 30px; margin-top: 4px; } #google-footer { position: relative; font-size: 13px; list-style: none; text-align: right; } #google-footer a { color: #444; } #google-footer ul { margin: 0; padding: 0; height: 144px; line-height: 144px; } #google-footer ul li { display: inline; } #google-footer ul li:before { color: #999; content: "\00b7"; font-weight: bold; margin: 5px; } #google-footer ul li:first-child:before { content: ''; } #google-footer .google-logo-dark { left: 0; margin-top: -16px; position: absolute; top: 50%; } /** Sitemap links. **/ .footer-inner-2 { font-size: 14px; padding-top: 42px; padding-bottom: 74px; } .footer-inner-2 .HTML h2 { color: #212121; color: rgba(0,0,0,.87); font-size: 14px; font-weight: 500; padding-left: 0; margin: 10px 0; } .footer-inner-2 .HTML ul { font-weight: normal; list-style: none; padding-left: 0; } .footer-inner-2 .HTML li { line-height: 24px; padding: 0; } .footer-inner-2 li a { color: rgba(65,132,243,.87); } /** Archive widget. **/ .BlogArchive { font-size: 13px; font-weight: normal; } .BlogArchive .widget-content { display: none; } .BlogArchive h2, .Label h2 { color: #4184F3; text-decoration: none; } .BlogArchive .hierarchy li { display: inline-block; } /* Specificity needed here to override widget CSS defaults. */ .BlogArchive #ArchiveList ul li, .BlogArchive #ArchiveList ul ul li { margin: 0; padding-left: 0; text-indent: 0; } .BlogArchive .intervalToggle { cursor: pointer; } .BlogArchive .expanded .intervalToggle .new-toggle { -ms-transform: rotate(180deg); transform: rotate(180deg); } .BlogArchive .new-toggle { float: right; padding-top: 3px; opacity: 0.87; } #ArchiveList { text-transform: uppercase; } #ArchiveList .expanded > ul:last-child { margin-bottom: 16px; } #ArchiveList .archivedate { width: 100%; } /* Months */ .BlogArchive .items { max-width: 150px; margin-left: -4px; } .BlogArchive .expanded .items { margin-bottom: 10px; overflow: hidden; } .BlogArchive .items > ul { float: left; height: 32px; } .BlogArchive .items a { padding: 0 4px; } .Label { font-size: 13px; font-weight: normal; } .sidebar-icon { display: inline-block; width: 24px; height: 24px; vertical-align: middle; margin-right: 12px; margin-top: -1px } .Label a { margin-right: 4px; } .Label .widget-content { display: none; } .FollowByEmail { font-size: 13px; font-weight: normal; } .FollowByEmail h2 { background: url("data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABEAAAALCAYAAACZIGYHAAAAGXRFWHRTb2Z0d2FyZQBBZG9iZSBJbWFnZVJlYWR5ccllPAAAAUBJREFUeNrMkSGLAlEUhb+ZB4JFi8mx2cz+ApvhRUGTcUCrNqNJDYIi+DO0GUwmQXDK2DSIoGgZcSaIjDrzwrK4ssvChj1w0733O+fdp+m6PozH4yQSCfb7Pa7r8pOi0SjJZBLP8zgej4gAIMvlMuPxmADIYrHger1+C6lUKmo+NJ/NZojb7SZDWiwWo1qtks1msW2bw+HwZdkwDHq9HvV6nel0SqvVYrvdIh6Ph3Qch+VyqRYLhQJSSjRNw7IsfN9XgGKxSLfbJZfL0e/3aTabrFYr7vc7IujLcOh8PqunrNdr0uk0pVKJVCpFJBJRgEajweVyod1uMxgM2O12BAGUgRbU8DV2JpOhVquRz+cRQii3+XxOp9NRN3jVR5LPOp1OjEYjlSL8hclkgmmabDabt4d+m+S30vkD/R/IU4ABAPTZgnZdmG/PAAAAAElFTkSuQmCC"); background-repeat: no-repeat; background-position: 0 50%; text-indent: 30px; } .FollowByEmail .widget-content { display: none; } .searchBox input { border: 1px solid #eee; color: #212121; color: rgba(0,0,0,.87); font-size: 14px; padding: 8px 8px 8px 40px; width: 164px; font-family: Roboto, sans-serif; background: url("https://www.gstatic.com/images/icons/material/system/1x/search_grey600_24dp.png") 8px center no-repeat; } .searchBox ::-webkit-input-placeholder { /* WebKit, Blink, Edge */ color: rgba(0,0,0,.54); } .searchBox :-moz-placeholder { /* Mozilla Firefox 4 to 18 */ color: #000; opacity: 0.54; } .searchBox ::-moz-placeholder { /* Mozilla Firefox 19+ */ color: #000; opacity: 0.54; } .searchBox :-ms-input-placeholder { /* Internet Explorer 10-11 */ color: #757575; } .widget-item-control { margin-top: 0px; } .section { margin: 0; padding: 0; } #sidebar-top { border: 1px solid #eee; } #sidebar-top > div { margin: 16px 0; } .widget ul { line-height: 1.6; } /* Navigation */ .nav { position: absolute; top: 16px; right: 50px; } .nav ul { list-style: none; } .nav ul li { display: inline; margin-right: 10px; } /* Featured section*/ .featured { background-color: #FAFAFA; padding: 36px 40px 56px 40px; margin: 62px 0; } .featured .feature-section { color: #E46841; font-weight: bold; font-size: 14px; margin-top: 0; margin-bottom: 36px; } .featured h2 { font: Roboto, sans-serif; font-weight: normal; font-size: 24px; margin-bottom: 26px; line-height:0; } .featured .feature-desc { font-weight: normal; font-size: 17px; font: Roboto, sans-serif; line-height: 32px; margin-top: 0; margin-bottom: 0; } .featured .feature-desc a { text-decoration: underline; color: #000; font-weight: bold; } /*main post*/ .post { display: inline-block; margin-bottom:30px; } #main .post .title { margin: 0; } #main .post .title a, .featured .title { color: #212121; color: rgba(0,0,0,.87); font-weight: normal; font-size: 24px; } #main .post .title a:hover { text-decoration:none; color:#4184F3; } .message, #main .post .post-header { margin: 0; padding: 0; } #main .post .post-header .caption, #main .post .post-header .labels-caption, #main .post .post-footer .caption, #main .post .post-footer .labels-caption { color: #444; font-weight: 500; } #main .tr-caption-container td { text-align: left; } #main .post .tr-caption { color: #757575; color: rgba(0,0,0,.54); display: block; max-width: 560px; padding-bottom: 20px; } #main .post .tr-caption-container { line-height: 24px; margin: -1px 0 0 0 !important; padding: 4px 0; text-align: left; } #main .post .post-header .published{ font-size:11px; font-weight:bold; } .post-header .publishdate { font-size: 17px; font-weight:normal; color: #757575; color: rgba(0,0,0,.54); } #main .post .post-footer{ font-size:12px; padding-bottom: 21px; } .label-footer { margin-bottom: 12px; margin-top: 12px; } .comment-img { margin-right: 16px; opacity: 0.54; vertical-align: middle; } #main .post .post-header .published { margin-bottom: 40px; margin-top: -2px; } .post .post-content { color: #212121; color: rgba(0,0,0,.87); font-size: 17px; margin: 25px 0 36px 0; line-height: 32px; } .post-body .post-content ul, .post-body .post-content ol { margin: 16px 0; padding: 0 48px; } .post-summary { display: none; } /* Another old-style caption. */ .post-content div i, .post-content div + i { font-size: 14px; font-style: normal; color: #757575; color: rgba(0,0,0,.54); display: block; line-height: 24px; margin-bottom: 16px; text-align: left; } /* Another old-style caption (with link) */ .post-content a > i { color: #4184F3 !important; } /* Old-style captions for images. */ .post-content .separator + div:not(.separator) { margin-top: -16px; } /* Capture section headers. */ .post-content br + br + b, .post-content .space + .space + b, .post-content .separator + b { display: inline-block; margin-bottom: 8px; margin-top: 24px; } .post-content li { line-height: 32px; } /* Override all post images/videos to left align. */ .post-content .separator, .post-content > div { text-align: left; } .post-content .separator > a, .post-content .separator > span { margin-left: 0 !important; } .post-content img { max-width: 100%; height: auto; width: auto; } .post-content .tr-caption-container img { margin-bottom: 12px; } .post-content iframe, .post-content embed { max-width: 100%; } .post-content .carousel-container { margin-bottom: 48px; } #main .post-content b { font-weight: 500; } /* These are the main paragraph spacing tweaks. */ #main .post-content br { content: ' '; display: block; padding: 4px; } .post-content .space { display: block; height: 8px; } .post-content iframe + .space, .post-content iframe + br { padding: 0 !important; } #main .post .jump-link { margin-bottom:10px; } .post-content img, .post-content iframe { margin: 30px 0 20px 0; } .post-content > img:first-child, .post-content > iframe:first-child { margin-top: 0; } .col-right .section { padding: 0 16px; } #aside { background:#fff; border:1px solid #eee; border-top: 0; } #aside .widget { margin:0; } #aside .widget h2, #ArchiveList .toggle + a.post-count-link { color: #212121; color: rgba(0,0,0,.87); font-weight: 400 !important; margin: 0; } #ArchiveList .toggle { float: right; } #ArchiveList .toggle .material-icons { padding-top: 4px; } #sidebar .tab { cursor: pointer; } #sidebar .tab .arrow { display: inline-block; float: right; } #sidebar .tab .icon { display: inline-block; vertical-align: top; height: 24px; width: 24px; margin-right: 13px; margin-left: -1px; margin-top: 1px; color: #757575; color: rgba(0,0,0,.54); } #sidebar .widget-content > :first-child { padding-top: 8px; } #sidebar .active .tab .arrow { -ms-transform: rotate(180deg); transform: rotate(180deg); } #sidebar .arrow { color: #757575; color: rgba(0,0,0,.54); } #sidebar .widget h2 { font-size: 14px; line-height: 24px; display: inline-block; } #sidebar .widget .BlogArchive { padding-bottom: 8px; } #sidebar .widget { border-bottom: 1px solid #eee; box-shadow: 0px 1px 0 white; margin-bottom: 0; padding: 14px 0; min-height: 20px; } #sidebar .widget:last-child { border-bottom: none; box-shadow: none; margin-bottom: 0; } #sidebar ul { margin: 0; padding: 0; } #sidebar ul li { list-style:none; padding:0; } #sidebar ul li a { line-height: 32px; } #sidebar .archive { background-image: url("data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAABAAAAAYCAYAAADzoH0MAAAAGXRFWHRTb2Z0d2FyZQBBZG9iZSBJbWFnZVJlYWR5ccllPAAAAE1JREFUeNpiNDY23s9AAWBioBCwYBM8c+YMVsUmJibEGYBNMS5DaeMFfDYSZQA2v9I3FrB5AZeriI4FmnrBccCT8mhmGs1MwyAzAQQYAKEWG9zm9QFEAAAAAElFTkSuQmCC"); height: 24px; line-height: 24px; padding-left: 30px; } #sidebar .labels { background-image: url("data:image/png;base64,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"); height: 20px; line-height: 20px; padding-left: 30px; } #sidebar .rss a { background-image: url("data:image/png;base64,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"); } #sidebar .subscription a { background-image: url("data:image/png;base64,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"); } #sidebar-bottom { background: #f5f5f5; border-top:1px solid #eee; } #sidebar-bottom .widget { border-bottom: 1px solid #e0e0e0; padding: 15px 0; text-align: center; } #sidebar-bottom > div:last-child { border-bottom: 0; } #sidebar-bottom .text { line-height: 20px; } /* Home, forward, and backward pagination. */ .blog-pager { border-top : 1px #e0e0e0 solid; padding-top: 10px; margin-top: 15px; text-align: right !important; } #blog-pager { margin-botom: 0; margin-top: -14px; padding: 16px 0 0 0; } #blog-pager a { display: inline-block; } .blog-pager i.disabled { opacity: 0.2 !important; } .blog-pager i { color: black; margin-left: 16px; opacity: 0.54; } .blog-pager i:hover, .blog-pager i:active { opacity: 0.87; } #blog-pager-older-link, #blog-pager-newer-link { float: none; } .gplus-profile { background-color: #fafafa; border: 1px solid #eee; overflow: hidden; width: 212px; } .gplus-profile-inner { margin-left: -1px; margin-top: -1px; } /* Sidebar follow buttons. */ .followgooglewrapper { padding: 12px 0 0 0; } .loading { visibility: hidden; } .detail-page .post-footer .cmt_iframe_holder { padding-top: 40px !important; } /** Desktop **/ @media (max-width: 1200px) { .header-outer { height: 100px; } .nav { top: 60px; left: 40px; } .featured .title { line-height: 1em; } } @media (max-width: 900px) { .col-right { display: none; } .col-main { margin-right: 0; min-width: initial; } .footer-outer { display: none; } .cols-wrapper { min-width: initial; } .google-footer-outer { background-color: #f5f5f5; } #main .post .title a{ line-height: 1em; } } /** Custom for nav**/ @media (max-width: 820px) { .header-outer { height: 71px; } .nav { display: none; } } /** Tablet **/ @media (max-width: 712px) { .header-outer, .cols-wrapper, .footer-outer, .google-footer-outer { padding: 0 40px; } } /* An extra breakpoint accommodating for long blog titles. */ @media (max-width: 600px) { .header-left { height: 100%; top: inherit; margin-top: 0; -webkit-transform: initial; transform: initial; } .header-title { margin-top: 18px; } .header-inner .google-logo { height: 40px; margin-top: 3px; } .header-inner .google-logo img { height: 30px; } .header-title { margin-left: 0; } .header-title h2 { font-size: 24px; line-height: 40px; } .header-desc { bottom: 24px; position: absolute; } } /** Mobile/small desktop window; also landscape. **/ @media (max-width: 480px), (max-height: 480px) { .header-outer, .cols-wrapper, .footer-outer, .google-footer-outer { padding: 0 16px; } .cols-wrapper { margin-top: 0; } .featured { margin-top: 100px; } .post-header .publishdate, .post .post-content { font-size: 16px; } .post .post-content { line-height: 28px; margin-bottom: 30px; } .post { margin-top: 30px; } .byline-author { display: block; font-size: 12px; line-height: 24px; margin-top: 6px; } #main .post .title a { font-weight: 500; color: #4c4c4c; color: rgba(0,0,0,.70); } #main .post .post-header { padding-bottom: 12px; } #main .post .post-header .published { margin-bottom: -8px; margin-top: 3px; } .post .read-more { display: block; 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var a = axel * 10000000000000; document.write('<iframe src="https://2542116.fls.doubleclick.net/activityi;src=2542116;type=gblog;cat=googl0;ord=ord=' + a + '?" width="1" height="1" frameborder="0" style="display:none"></iframe>'); </script> <noscript> <img alt='' height='1' src='https://ad.doubleclick.net/ddm/activity/src=2542116;type=gblog;cat=googl0;ord=1?' width='1'/> </noscript>   <div class='header-outer'> <div class='header-inner'> <div class='section' id='header'><div class='widget Header' data-version='1' id='Header1'> <div class='header-left'> <div class='header-title'> <a class='google-logo' href='https://analytics.googleblog.com/'> <img src="//4.bp.blogspot.com/-zPIetIdlxhM/WKbfEpWJJkI/AAAAAAAATXo/mThItnppPMAy95wK9aspY1gWpju-vQQXwCK4B/s1600/Google_Analytics_Solutions_Lockup_color.png"> </a> </div> <div class='header-desc'> </div> </div> </div></div> </div> <div class='nav'> <ul> <li><a href='http://analytics.blogspot.in/search/label/Analytics'>Analytics</a></li> <li><a href='http://analytics.blogspot.in/search/label/Tag%20Manager'>Tag Management</a></li> <li><a href='http://analytics.blogspot.in/search/label/Experimentation'>Experimentation</a></li> <li><a href='http://analytics.blogspot.in/search/label/Attribution'>Attribution</a></li> <li><a href='http://analytics.blogspot.in/search/label/Audiences'>Audiences</a></li> <li><a href='http://analytics.blogspot.in/search/label/Data%20Studio'>Data Studio</a></li> <li><a href='http://analytics.blogspot.in/search/label/Business%20Insights'>Insights</a></li> </ul> </div> </div>  <div class='cols-wrapper loading'> <div class='col-main-wrapper'> <div class='col-main'> <div class='featured'> <p class='feature-section'>FEATURED</p> <p class='feature-desc'>We’ve moved. For new posts about enterprise products, check out the new <a href='https://www.blog.google/products/marketingplatform/360/' target='_blank'>Google Marketing Platform blog</a>. For information on free products, follow our new <a href='https://www.blog.google/products/marketingplatform/analytics/' target='_blank'>Google Analytics products blog</a>. Don’t worry: We’ll still keep this blog around in case you want to check out past posts.</p> </div> <div class='section' id='main'><div class='widget Blog' data-version='1' id='Blog1'> <div class='post' data-id='6953617461248695824' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2018/07/new-brand-new-home-mktg.html' itemprop='url' title='New brand, new home: Where to find Google Marketing Platform online'> New brand, new home: Where to find Google Marketing Platform online </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> July 25, 2018 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2N0jDh7VjceD3l8TF4BzmSkGPigvmdi4RnQuH4-goMs2_UnKvJrPjRrhB6eZBWt2azzDAEb8uDLRc8TFPYp11-mWMa__T8-Tn1HX-KxouuxTN6ZubfZlYiQ_PEs8ZL0M5YLR0/s1600/GMP+new+channel+annoucements+header.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="667" data-original-width="1600" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2N0jDh7VjceD3l8TF4BzmSkGPigvmdi4RnQuH4-goMs2_UnKvJrPjRrhB6eZBWt2azzDAEb8uDLRc8TFPYp11-mWMa__T8-Tn1HX-KxouuxTN6ZubfZlYiQ_PEs8ZL0M5YLR0/s640/GMP+new+channel+annoucements+header.png" width="640" /></a></div> <br /> When we brought together DoubleClick and the Google Analytics 360 Suite under <a href="https://www.blog.google/products/marketingplatform/360/introducing-google-marketing-platform/" target="_blank">Google Marketing Platform</a>, we knew we had to make some changes to our websites, blogs and social media channels too. Now, the resources you’ve been reading and visiting over the years have been updated to reflect our new brand, so you can find the latest news, tips and more on our advertising and analytics solutions in one spot.<br /> <br /> First, you should know that we’ve moved our content and product information to <a href="http://marketingplatform.google.com/">marketingplatform.google.com</a>. You’ll also find product sign-in links there. (Those bookmarks you have for the old DoubleClick and Google Analytics websites should automatically redirect you.)<br /> <br /> We’ve also launched <a href="https://www.blog.google/products/marketingplatform/" target="_blank">new and improved blogs</a>, with information for our product users and enterprise customers. We’ll be regularly updating them with product news and digital marketing insights. <a href="https://www.blog.google/products/marketingplatform/" target="_blank">Bookmark us</a>.<br /> <br /> Of course, you can also connect with Google Marketing Platform on social:<br /> <br /> <strong>Twitter</strong>: Follow <a href="https://twitter.com/GMktgPlatform" target="_blank">@GMktgPlatform</a><br /> <br /> <strong>LinkedIn</strong>: Follow <a href="https://www.linkedin.com/showcase/googlemarketingplatform/" target="_blank">Google Marketing Platform</a> for updates<br /> <br /> <strong>YouTube</strong>: Subscribe for <a href="https://www.youtube.com/c/googlemarketingplatform" target="_blank">new videos</a><br /> <br /> You’ll find customer stories, major product announcements, research, reports and other advertising and analytics content intended for large enterprises.<br /> <br /> And don’t worry: We haven’t changed the Google Analytics social channels. We will continue to bring you product news and tips on <a href="https://plus.google.com/+GoogleAnalytics" target="_blank">Google+</a>, <a href="https://twitter.com/googleanalytics" target="_blank">Twitter</a>, <a href="https://www.youtube.com/user/googleanalytics" target="_blank">YouTube</a>, <a href="https://www.linkedin.com/showcase/google-analytics/" target="_blank">LinkedIn</a> and <a href="https://www.facebook.com/GoogleAnalytics" target="_blank">Facebook</a>.<br /> <br /> We hope you like our new home. Thanks for visiting, and come back soon! <br /> <br /> <span class="byline-author">Posted by Karen Budell, Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2N0jDh7VjceD3l8TF4BzmSkGPigvmdi4RnQuH4-goMs2_UnKvJrPjRrhB6eZBWt2azzDAEb8uDLRc8TFPYp11-mWMa__T8-Tn1HX-KxouuxTN6ZubfZlYiQ_PEs8ZL0M5YLR0/s1600/GMP+new+channel+annoucements+header.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="667" data-original-width="1600" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2N0jDh7VjceD3l8TF4BzmSkGPigvmdi4RnQuH4-goMs2_UnKvJrPjRrhB6eZBWt2azzDAEb8uDLRc8TFPYp11-mWMa__T8-Tn1HX-KxouuxTN6ZubfZlYiQ_PEs8ZL0M5YLR0/s640/GMP+new+channel+annoucements+header.png" width="640" /></a></div> <br /> When we brought together DoubleClick and the Google Analytics 360 Suite under <a href="https://www.blog.google/products/marketingplatform/360/introducing-google-marketing-platform/" target="_blank">Google Marketing Platform</a>, we knew we had to make some changes to our websites, blogs and social media channels too. Now, the resources you’ve been reading and visiting over the years have been updated to reflect our new brand, so you can find the latest news, tips and more on our advertising and analytics solutions in one spot.<br /> <br /> First, you should know that we’ve moved our content and product information to <a href="http://marketingplatform.google.com/">marketingplatform.google.com</a>. You’ll also find product sign-in links there. (Those bookmarks you have for the old DoubleClick and Google Analytics websites should automatically redirect you.)<br /> <br /> We’ve also launched <a href="https://www.blog.google/products/marketingplatform/" target="_blank">new and improved blogs</a>, with information for our product users and enterprise customers. We’ll be regularly updating them with product news and digital marketing insights. <a href="https://www.blog.google/products/marketingplatform/" target="_blank">Bookmark us</a>.<br /> <br /> Of course, you can also connect with Google Marketing Platform on social:<br /> <br /> <strong>Twitter</strong>: Follow <a href="https://twitter.com/GMktgPlatform" target="_blank">@GMktgPlatform</a><br /> <br /> <strong>LinkedIn</strong>: Follow <a href="https://www.linkedin.com/showcase/googlemarketingplatform/" target="_blank">Google Marketing Platform</a> for updates<br /> <br /> <strong>YouTube</strong>: Subscribe for <a href="https://www.youtube.com/c/googlemarketingplatform" target="_blank">new videos</a><br /> <br /> You’ll find customer stories, major product announcements, research, reports and other advertising and analytics content intended for large enterprises.<br /> <br /> And don’t worry: We haven’t changed the Google Analytics social channels. We will continue to bring you product news and tips on <a href="https://plus.google.com/+GoogleAnalytics" target="_blank">Google+</a>, <a href="https://twitter.com/googleanalytics" target="_blank">Twitter</a>, <a href="https://www.youtube.com/user/googleanalytics" target="_blank">YouTube</a>, <a href="https://www.linkedin.com/showcase/google-analytics/" target="_blank">LinkedIn</a> and <a href="https://www.facebook.com/GoogleAnalytics" target="_blank">Facebook</a>.<br /> <br /> We hope you like our new home. Thanks for visiting, and come back soon! <br /> <br /> <span class="byline-author">Posted by Karen Budell, Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2018/07/new-brand-new-home-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:New brand, new home: Where to find Google Marketing Platform online&url=https://analytics.googleblog.com/2018/07/new-brand-new-home-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2018/07/new-brand-new-home-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='3480128890035351287' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2018/07/introducing-measurement-partners-mktg.html' itemprop='url' title='Google Measurement Partners: Trusted measurement solutions for the entire customer journey'> Google Measurement Partners: Trusted measurement solutions for the entire customer journey </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> July 12, 2018 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> We believe that measurement you can trust is critical for brands trying to understand the impact of their marketing. But as the customer journey has become more complex, measurement has become increasingly challenging. And while Google strives to build great solutions, some marketers prefer to rely on third-party measurement solutions.<br /> <br /> That’s why we’re announcing Google Measurement Partners, a program that brings together new and existing partnerships to offer brands a variety of options to measure their advertising media.<br /> <br /> The program is launching with 20+ verified partners across seven specializations: viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modeling. Partners offer various solutions that work across Google advertising products, including <a href="https://marketingplatform.google.com/about/?utm_source=ga-blog&utm_medium=blog&utm_campaign=2018-q3-gbl-all-google-marketing-platform&utm_content=announcement-gml-2018-google-measurement-partners" target="_blank">Google Marketing Platform</a> (including Display & Video 360 and Search Ads 360), Google Ads, YouTube, and more. Existing partner programs like App Attribution and Marketing Mix Modeling are now included in Google Measurement Partners.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7dY_6LdBbhrNMEKCHeZTzhAVJn9_5Cp8e_vJe-V8MAgO4RVOZA8arKQNnv8GBbbytjF3d4k_4dn6q1WcJFLuh2wUymV2c1EBDYMjM367DGOSOsCa7gTqC5gZfIOypc1kjjSZ5/s1600/Measurement+Partners.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="900" data-original-width="1600" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7dY_6LdBbhrNMEKCHeZTzhAVJn9_5Cp8e_vJe-V8MAgO4RVOZA8arKQNnv8GBbbytjF3d4k_4dn6q1WcJFLuh2wUymV2c1EBDYMjM367DGOSOsCa7gTqC5gZfIOypc1kjjSZ5/s640/Measurement+Partners.png" width="640" /></a></div> <br /> <br /> Our launch partners are recognized leaders within their focus areas and provide solutions widely used by the industry. They meet rigorous standards for accuracy and use reliable methodologies to measure KPIs that matter for marketers. And we work closely with them to ensure the solutions respect user privacy.<br /> <br /> With <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/effective-measurement-solutions/" target="_blank">trust and transparency</a> at its foundation, Measurement Partners continues our commitment to providing both quality and choice when it comes to measuring performance and helping marketers better understand their customers. Alongside our partners, we’ll keep working to establish commonly accepted standards and advanced measurement solutions that help raise the bar for the industry.<br /> <br /> <span class="byline-author">Posted by Babak Pahlavan, Senior Director of Product Management, Analytics Solutions and Measurement</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> We believe that measurement you can trust is critical for brands trying to understand the impact of their marketing. But as the customer journey has become more complex, measurement has become increasingly challenging. And while Google strives to build great solutions, some marketers prefer to rely on third-party measurement solutions.<br /> <br /> That’s why we’re announcing Google Measurement Partners, a program that brings together new and existing partnerships to offer brands a variety of options to measure their advertising media.<br /> <br /> The program is launching with 20+ verified partners across seven specializations: viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modeling. Partners offer various solutions that work across Google advertising products, including <a href="https://marketingplatform.google.com/about/?utm_source=ga-blog&utm_medium=blog&utm_campaign=2018-q3-gbl-all-google-marketing-platform&utm_content=announcement-gml-2018-google-measurement-partners" target="_blank">Google Marketing Platform</a> (including Display & Video 360 and Search Ads 360), Google Ads, YouTube, and more. Existing partner programs like App Attribution and Marketing Mix Modeling are now included in Google Measurement Partners.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7dY_6LdBbhrNMEKCHeZTzhAVJn9_5Cp8e_vJe-V8MAgO4RVOZA8arKQNnv8GBbbytjF3d4k_4dn6q1WcJFLuh2wUymV2c1EBDYMjM367DGOSOsCa7gTqC5gZfIOypc1kjjSZ5/s1600/Measurement+Partners.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="900" data-original-width="1600" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7dY_6LdBbhrNMEKCHeZTzhAVJn9_5Cp8e_vJe-V8MAgO4RVOZA8arKQNnv8GBbbytjF3d4k_4dn6q1WcJFLuh2wUymV2c1EBDYMjM367DGOSOsCa7gTqC5gZfIOypc1kjjSZ5/s640/Measurement+Partners.png" width="640" /></a></div> <br /> <br /> Our launch partners are recognized leaders within their focus areas and provide solutions widely used by the industry. They meet rigorous standards for accuracy and use reliable methodologies to measure KPIs that matter for marketers. And we work closely with them to ensure the solutions respect user privacy.<br /> <br /> With <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/effective-measurement-solutions/" target="_blank">trust and transparency</a> at its foundation, Measurement Partners continues our commitment to providing both quality and choice when it comes to measuring performance and helping marketers better understand their customers. Alongside our partners, we’ll keep working to establish commonly accepted standards and advanced measurement solutions that help raise the bar for the industry.<br /> <br /> <span class="byline-author">Posted by Babak Pahlavan, Senior Director of Product Management, Analytics Solutions and Measurement</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2018/07/introducing-measurement-partners-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Google Measurement Partners: Trusted measurement solutions for the entire customer journey&url=https://analytics.googleblog.com/2018/07/introducing-measurement-partners-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2018/07/introducing-measurement-partners-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='6315094960634190886' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2018/07/machine-learning-hands-advertisers-mktg.html' itemprop='url' title='Putting machine learning into the hands of every advertiser'> Putting machine learning into the hands of every advertiser </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> July 10, 2018 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3CTGiMwEnaZlvZPoDvrOo5k8XnT5Pf2D3ipG2x0kHAY71wFPnHIstC5uOirQ2Su-nHEF9vRyTl1XctivC2XXGob4h851jWCAFyVs5edmpt2IonzTh27i98ueV0_ExHQXra9Y6/s1600/GML-ML.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1068" data-original-width="1600" height="425" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3CTGiMwEnaZlvZPoDvrOo5k8XnT5Pf2D3ipG2x0kHAY71wFPnHIstC5uOirQ2Su-nHEF9vRyTl1XctivC2XXGob4h851jWCAFyVs5edmpt2IonzTh27i98ueV0_ExHQXra9Y6/s640/GML-ML.jpg" width="640" /></a></div> <div style="text-align: left;"> <em><br /></em></div> <em><br /></em> <em>This post originally appeared on the Inside AdWords blog</em></div> <div style="text-align: center;"> <br /></div> The ways people get things done are constantly changing, from finding the closest coffee shop to organizing family photos. <a href="https://www.blog.google/technology/developers/all-io18-announcements/" target="_blank">Earlier this year</a>, we explored how machine learning is being used to improve our consumer products and help people get stuff done.<br /> <br /> In just one hour, we’ll share how we're helping marketers unlock more opportunities for their businesses with our largest deployment of machine learning in ads. We’ll explore how this technology works in our products and <a href="https://adwords.googleblog.com/2018/01/adwords-machine-learning-part-1.html" target="_blank">why it’s key</a> to delivering the helpful and frictionless experiences consumers expect from brands.<br /> <br /> <a href="https://www.youtube.com/watch?v=MmfaZV96x7A" target="_blank">Join us live</a> today at 9am PT (12pm ET).<br /> <br /> <strong>Deliver more relevance with responsive search ads</strong><br /> <br /> Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile. As a result, they expect your ads to be helpful and personalized. Doing this isn’t easy, especially at scale. That’s why we’re introducing <strong>responsive search ads</strong>. <a href="https://support.google.com/adwords/answer/7684791" target="_blank">Responsive search ads</a> combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads.<br /> <br /> Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.<br /> <br /> We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.<sup>1</sup> Responsive search ads will start rolling out to advertisers over the next several months.<br /> <br /> <strong>Maximize relevance and performance on YouTube</strong><br /> <br /> People watch over 1 billion hours of video on YouTube every day. And increasingly, they’re tuning in for inspiration and information on purchases large and small. For example, nearly 1 in 2 car buyers say they turn to YouTube for information before their purchase.<sup>2</sup> And nearly 1 in 2 millennials go there for food preparation tips before deciding what ingredients to buy.<sup>3</sup> That means it’s critical your video ads show at the right moment to the right audience.<br /> <br /> Machine learning helps us turn that attention into results on YouTube. In the past, we’ve helped you optimize campaigns for views and impressions. Later this year, we’re rolling out <strong>Maximize lift</strong> to help you reach people who are most likely to consider your brand after seeing a video ad. This new <a href="https://support.google.com/adwords/answer/7065882" target="_blank">Smart Bidding</a> strategy is also powered by machine learning. It automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.<br /> <br /> Maximize lift is available now as a beta and will roll out to advertisers globally later this year.<br /> <br /> <strong>Drive more foot traffic with Local campaigns</strong><br /> <br /> Whether they start their research on YouTube or Google, people still make the majority of their purchases in physical stores. In fact, mobile searches for “near me” have grown over 3X in the past two years<sup>4</sup>, and almost 80 percent of shoppers will go in store when there’s an item they want immediately.<sup>5</sup> For many of you, that means driving foot traffic to your brick-and-mortar locations is critical—especially during key moments in the year, like in-store events or promotions.<br /> <br /> Today we’re introducing <strong>Local campaigns</strong>: a new campaign type designed to drive <a href="https://support.google.com/adwords/answer/6100636" target="_blank">store visits</a> exclusively. Provide a few simple things—like your business locations and ad creative—and Google automatically optimizes your ads across properties to bring more customers into your store.<br /> <br /> <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody> <tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCgEENAtWwC8cf0Oa_8mw69G39IWKATwsORqXyVu7pRyqWLPPWxspq3AgKU41RX3HIIZL6m5Ez_DoGkRMZxcNqvyM66IVIgpJeprfcC-O_96ZJAt3TW_d3T4a7IzivXj80zT7x/s1600/business+locations.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1600" data-original-width="1183" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCgEENAtWwC8cf0Oa_8mw69G39IWKATwsORqXyVu7pRyqWLPPWxspq3AgKU41RX3HIIZL6m5Ez_DoGkRMZxcNqvyM66IVIgpJeprfcC-O_96ZJAt3TW_d3T4a7IzivXj80zT7x/s640/business+locations.jpg" width="472" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><em>Show your business locations across Google properties and networks</em></td></tr> </tbody></table> <br /> Local campaigns will roll out to advertisers globally over the coming months.<br /> <br /> <strong>Get the most from your Shopping campaigns</strong><br /> <br /> Earlier this year, we rolled out a <a href="https://support.google.com/adwords/answer/7674739" target="_blank">new Shopping campaign type</a> that optimizes performance based on your goals. These <strong>Smart Shopping campaign</strong> help you hit your revenue goals without the need to manually manage and bid to individual products. In the coming months, we’re improving them to <strong>optimize across multiple business goals</strong>.<br /> <br /> Beyond <strong>maximize conversion value</strong>, you’ll also be able to select <strong>store visits</strong> or <strong>new customers</strong> as goals. Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly.<br /> <br /> Machine learning is also used to optimize where your Shopping ads show—on Google.com, Image Search, YouTube and millions of sites and apps across the web—and which products are featured. It takes into account a wide range of signals, like seasonal demand and pricing. Brands like <a href="http://services.google.com/fh/files/misc/case_study_gittigidiyor_smart_shopping_campaigns.pdf" target="_blank">GittiGidiyor</a>, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns.<br /> <br /> We’re also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads.<br /> <br /> <strong>Tune in to see more</strong><br /> <br /> This is an important moment for marketers and we’re excited to be on this journey with you. <a href="https://www.youtube.com/watch?v=MmfaZV96x7A" target="_blank">Tune in</a> at 9am PT (12pm ET) today to see it all unfold at Google Marketing Live.<br /> <br /> For the latest news, follow the new <a href="https://blog.google/products/ads/" target="_blank">Google Ads blog</a>. And check out <a href="//g.co/adsannouncements">g.co/adsannouncements</a> for more information about product updates and announcements.<br /> <br /> <span style="font-size: x-small;">1 Internal Google data.</span><br /> <span style="font-size: x-small;">2 Google / Kantar TNS, Auto CB Gearshift Study, US, 2017. n=312 new car buyers who watched online video.</span><br /> <span style="font-size: x-small;">3 Google / Ipsos, US, November 2017.</span><br /> <span style="font-size: x-small;">4 Internal Google data, U.S., July–Dec. 2015 vs. July–Dec. 2017.</span><br /> <span style="font-size: x-small;">5 Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online Americans 13+ who shopped in the past two days, Oct.–Dec. 2017.</span><br /> <br /> <span class="byline-author">Posted by Jerry Dischler; VP, Product Management</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3CTGiMwEnaZlvZPoDvrOo5k8XnT5Pf2D3ipG2x0kHAY71wFPnHIstC5uOirQ2Su-nHEF9vRyTl1XctivC2XXGob4h851jWCAFyVs5edmpt2IonzTh27i98ueV0_ExHQXra9Y6/s1600/GML-ML.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1068" data-original-width="1600" height="425" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3CTGiMwEnaZlvZPoDvrOo5k8XnT5Pf2D3ipG2x0kHAY71wFPnHIstC5uOirQ2Su-nHEF9vRyTl1XctivC2XXGob4h851jWCAFyVs5edmpt2IonzTh27i98ueV0_ExHQXra9Y6/s640/GML-ML.jpg" width="640" /></a></div> <div style="text-align: left;"> <em><br /></em></div> <em><br /></em> <em>This post originally appeared on the Inside AdWords blog</em></div> <div style="text-align: center;"> <br /></div> The ways people get things done are constantly changing, from finding the closest coffee shop to organizing family photos. <a href="https://www.blog.google/technology/developers/all-io18-announcements/" target="_blank">Earlier this year</a>, we explored how machine learning is being used to improve our consumer products and help people get stuff done.<br /> <br /> In just one hour, we’ll share how we're helping marketers unlock more opportunities for their businesses with our largest deployment of machine learning in ads. We’ll explore how this technology works in our products and <a href="https://adwords.googleblog.com/2018/01/adwords-machine-learning-part-1.html" target="_blank">why it’s key</a> to delivering the helpful and frictionless experiences consumers expect from brands.<br /> <br /> <a href="https://www.youtube.com/watch?v=MmfaZV96x7A" target="_blank">Join us live</a> today at 9am PT (12pm ET).<br /> <br /> <strong>Deliver more relevance with responsive search ads</strong><br /> <br /> Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile. As a result, they expect your ads to be helpful and personalized. Doing this isn’t easy, especially at scale. That’s why we’re introducing <strong>responsive search ads</strong>. <a href="https://support.google.com/adwords/answer/7684791" target="_blank">Responsive search ads</a> combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads.<br /> <br /> Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.<br /> <br /> We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.<sup>1</sup> Responsive search ads will start rolling out to advertisers over the next several months.<br /> <br /> <strong>Maximize relevance and performance on YouTube</strong><br /> <br /> People watch over 1 billion hours of video on YouTube every day. And increasingly, they’re tuning in for inspiration and information on purchases large and small. For example, nearly 1 in 2 car buyers say they turn to YouTube for information before their purchase.<sup>2</sup> And nearly 1 in 2 millennials go there for food preparation tips before deciding what ingredients to buy.<sup>3</sup> That means it’s critical your video ads show at the right moment to the right audience.<br /> <br /> Machine learning helps us turn that attention into results on YouTube. In the past, we’ve helped you optimize campaigns for views and impressions. Later this year, we’re rolling out <strong>Maximize lift</strong> to help you reach people who are most likely to consider your brand after seeing a video ad. This new <a href="https://support.google.com/adwords/answer/7065882" target="_blank">Smart Bidding</a> strategy is also powered by machine learning. It automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.<br /> <br /> Maximize lift is available now as a beta and will roll out to advertisers globally later this year.<br /> <br /> <strong>Drive more foot traffic with Local campaigns</strong><br /> <br /> Whether they start their research on YouTube or Google, people still make the majority of their purchases in physical stores. In fact, mobile searches for “near me” have grown over 3X in the past two years<sup>4</sup>, and almost 80 percent of shoppers will go in store when there’s an item they want immediately.<sup>5</sup> For many of you, that means driving foot traffic to your brick-and-mortar locations is critical—especially during key moments in the year, like in-store events or promotions.<br /> <br /> Today we’re introducing <strong>Local campaigns</strong>: a new campaign type designed to drive <a href="https://support.google.com/adwords/answer/6100636" target="_blank">store visits</a> exclusively. Provide a few simple things—like your business locations and ad creative—and Google automatically optimizes your ads across properties to bring more customers into your store.<br /> <br /> <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody> <tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCgEENAtWwC8cf0Oa_8mw69G39IWKATwsORqXyVu7pRyqWLPPWxspq3AgKU41RX3HIIZL6m5Ez_DoGkRMZxcNqvyM66IVIgpJeprfcC-O_96ZJAt3TW_d3T4a7IzivXj80zT7x/s1600/business+locations.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="1600" data-original-width="1183" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCgEENAtWwC8cf0Oa_8mw69G39IWKATwsORqXyVu7pRyqWLPPWxspq3AgKU41RX3HIIZL6m5Ez_DoGkRMZxcNqvyM66IVIgpJeprfcC-O_96ZJAt3TW_d3T4a7IzivXj80zT7x/s640/business+locations.jpg" width="472" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><em>Show your business locations across Google properties and networks</em></td></tr> </tbody></table> <br /> Local campaigns will roll out to advertisers globally over the coming months.<br /> <br /> <strong>Get the most from your Shopping campaigns</strong><br /> <br /> Earlier this year, we rolled out a <a href="https://support.google.com/adwords/answer/7674739" target="_blank">new Shopping campaign type</a> that optimizes performance based on your goals. These <strong>Smart Shopping campaign</strong> help you hit your revenue goals without the need to manually manage and bid to individual products. In the coming months, we’re improving them to <strong>optimize across multiple business goals</strong>.<br /> <br /> Beyond <strong>maximize conversion value</strong>, you’ll also be able to select <strong>store visits</strong> or <strong>new customers</strong> as goals. Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly.<br /> <br /> Machine learning is also used to optimize where your Shopping ads show—on Google.com, Image Search, YouTube and millions of sites and apps across the web—and which products are featured. It takes into account a wide range of signals, like seasonal demand and pricing. Brands like <a href="http://services.google.com/fh/files/misc/case_study_gittigidiyor_smart_shopping_campaigns.pdf" target="_blank">GittiGidiyor</a>, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns.<br /> <br /> We’re also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads.<br /> <br /> <strong>Tune in to see more</strong><br /> <br /> This is an important moment for marketers and we’re excited to be on this journey with you. <a href="https://www.youtube.com/watch?v=MmfaZV96x7A" target="_blank">Tune in</a> at 9am PT (12pm ET) today to see it all unfold at Google Marketing Live.<br /> <br /> For the latest news, follow the new <a href="https://blog.google/products/ads/" target="_blank">Google Ads blog</a>. And check out <a href="//g.co/adsannouncements">g.co/adsannouncements</a> for more information about product updates and announcements.<br /> <br /> <span style="font-size: x-small;">1 Internal Google data.</span><br /> <span style="font-size: x-small;">2 Google / Kantar TNS, Auto CB Gearshift Study, US, 2017. n=312 new car buyers who watched online video.</span><br /> <span style="font-size: x-small;">3 Google / Ipsos, US, November 2017.</span><br /> <span style="font-size: x-small;">4 Internal Google data, U.S., July–Dec. 2015 vs. July–Dec. 2017.</span><br /> <span style="font-size: x-small;">5 Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online Americans 13+ who shopped in the past two days, Oct.–Dec. 2017.</span><br /> <br /> <span class="byline-author">Posted by Jerry Dischler; VP, Product Management</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2018/07/machine-learning-hands-advertisers-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Putting machine learning into the hands of every advertiser&url=https://analytics.googleblog.com/2018/07/machine-learning-hands-advertisers-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2018/07/machine-learning-hands-advertisers-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='7110957649962530956' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2018/07/live-stream-2018-mktg.html' itemprop='url' title='Watch the Google Marketing Live keynote'> Watch the Google Marketing Live keynote </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> July 10, 2018 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> Get ready for the ads, analytics, and platforms innovations live stream. Watch today at 9:00 a.m. PT / 12:00 p.m. ET to learn more about Google’s latest announcements.<br /> <br /> <iframe width="560" height="315" src="https://www.youtube.com/embed/MmfaZV96x7A" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe><br /> <br /> Join the conversation at #GoogleMarketingLive. <br /> <br /></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> Get ready for the ads, analytics, and platforms innovations live stream. Watch today at 9:00 a.m. PT / 12:00 p.m. ET to learn more about Google’s latest announcements.<br /> <br /> <iframe width="560" height="315" src="https://www.youtube.com/embed/MmfaZV96x7A" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe><br /> <br /> Join the conversation at #GoogleMarketingLive. <br /> <br /></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2018/07/live-stream-2018-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Watch the Google Marketing Live keynote&url=https://analytics.googleblog.com/2018/07/live-stream-2018-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2018/07/live-stream-2018-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='1376881633400169682' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2018/06/introducing-google-marketing-platform-partners.html' itemprop='url' title='From basecamp to summit: Achieving new heights with Google Marketing Platform Partners'> From basecamp to summit: Achieving new heights with Google Marketing Platform Partners </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> June 28, 2018 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> <div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvAWdZvCli1z32tT8FepyVTqT79CM9X8gffM1DwzsT_2-1oBkvKvmxJfYb1rU2QqURTHdlU5TtC-pbgiwqJzFVSKot7xzvfvZMaPonMZJ0LOOPXsn2qIbekAyR6jnXyHTxTSDX/s1600/Google_Marketing_Platform_Partners_Header.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="888" data-original-width="1600" height="354" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvAWdZvCli1z32tT8FepyVTqT79CM9X8gffM1DwzsT_2-1oBkvKvmxJfYb1rU2QqURTHdlU5TtC-pbgiwqJzFVSKot7xzvfvZMaPonMZJ0LOOPXsn2qIbekAyR6jnXyHTxTSDX/s640/Google_Marketing_Platform_Partners_Header.png" width="640" /></a></div> </div> <br /> Earlier this week we <a href="https://www.blog.google/products/marketingplatform/360/introducing-google-marketing-platform/?utm_source=ga-blog&utm_medium=et&utm_campaign=introducing-gmp-partners" target="_blank">announced Google Marketing Platform</a>, which brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite into a single solution to plan, buy, measure and optimize customer experiences across channels and devices. But we all know having great technology is only part of the solution. You also need people with the expertise and knowledge to fully take advantage of everything the technology enables. It’s not unlike relying on Sherpas to help guide you from basecamp to the summit. You may be able to make the ascent on your own, but engaging a team of experts with a track record of success greatly improves your chances of making the summit. That’s why we’re excited to announce <a href="https://marketingplatform.google.com/about/partners/?utm_source=ga-blog&utm_medium=et&utm_campaign=gmp-partners" target="_blank">Google Marketing Platform Partners</a>, a new program designed to ensure you have access to all the resources you need to get the most value from Google Marketing Platform.<br /> <br /> <strong>A robust ecosystem of skilled practitioners and companies</strong><br /> <br /> More than just a replacement for the existing programs, Google Analytics Certified Partners and the DoubleClick Certified Marketing Partners, the new program is designed to provide a robust ecosystem of resources, no matter your needs. The foundation of the program is scaled training and capability-building across all the Google Marketing Platform products. Whether you’re looking to build skills in-house or partner with a service provider, the program helps ensure the needed skills and resources are readily available. With more than 500 companies in the program at launch, including leading interactive agencies, system integrators, and top technology, data and media companies, you’ll be able to find a partner to support multiple facets of your business.<br /> <br /> <strong>Three unique designations</strong><br /> <br /> From skill-building to broader, strategic partnerships and technology reselling, the program is designed to deliver the range and quality of expertise you expect:<br /> <br /> <strong>Certified Individuals:</strong> To help increase the talent pool available supporting the Google Marketing Platform, individuals will be able to access a growing library of self-study materials and complete individual product certifications. Successful completion signals an individual’s expertise with specific Google Marketing Platform products.<br /> <strong>Certified Companies:</strong> Certified Companies provide consulting, training, implementation, operations and technical support services for Google Marketing Platform. These companies not only have individuals certified in one or more products, but they have a high level of knowledge, practical and industry experience, as well as stellar customer references. These strict requirements ensure they have both the expertise and a proven ability to deliver results.<br /> <strong>Sales Partners:</strong> Sales Partners are Google Marketing Platform experts, just like Certified Companies, but partner more closely with Google in providing consulting and support services, in addition to selling the technology on our behalf.<br /> <br /> <strong>Get started today</strong><br /> <br /> Whether you’re looking to add talent to your team, up-level your current talent, or complement your team with a partner company, Platform Partners offers a trusted source to help close the gaps. And we’ll continue to build out additional skill-building resources, refine our certifications and add new partners covering more countries and languages. To get started on taking your marketing to even greater heights, browse our current Partners to <a href="https://www.google.com/analytics/partners/search/services?utm_source=ga-blog&utm_medium=et&utm_campaign=gmp-partners" target="_blank">find a partner</a> equipped to help you get the most from your investment in Google Marketing Platform.<br /> <br /> <span class="byline-author">Posted by Chip Hall, Managing Director, Media Platforms</span> </div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> <div dir="ltr" style="text-align: left;" trbidi="on"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvAWdZvCli1z32tT8FepyVTqT79CM9X8gffM1DwzsT_2-1oBkvKvmxJfYb1rU2QqURTHdlU5TtC-pbgiwqJzFVSKot7xzvfvZMaPonMZJ0LOOPXsn2qIbekAyR6jnXyHTxTSDX/s1600/Google_Marketing_Platform_Partners_Header.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="888" data-original-width="1600" height="354" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvAWdZvCli1z32tT8FepyVTqT79CM9X8gffM1DwzsT_2-1oBkvKvmxJfYb1rU2QqURTHdlU5TtC-pbgiwqJzFVSKot7xzvfvZMaPonMZJ0LOOPXsn2qIbekAyR6jnXyHTxTSDX/s640/Google_Marketing_Platform_Partners_Header.png" width="640" /></a></div> </div> <br /> Earlier this week we <a href="https://www.blog.google/products/marketingplatform/360/introducing-google-marketing-platform/?utm_source=ga-blog&utm_medium=et&utm_campaign=introducing-gmp-partners" target="_blank">announced Google Marketing Platform</a>, which brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite into a single solution to plan, buy, measure and optimize customer experiences across channels and devices. But we all know having great technology is only part of the solution. You also need people with the expertise and knowledge to fully take advantage of everything the technology enables. It’s not unlike relying on Sherpas to help guide you from basecamp to the summit. You may be able to make the ascent on your own, but engaging a team of experts with a track record of success greatly improves your chances of making the summit. That’s why we’re excited to announce <a href="https://marketingplatform.google.com/about/partners/?utm_source=ga-blog&utm_medium=et&utm_campaign=gmp-partners" target="_blank">Google Marketing Platform Partners</a>, a new program designed to ensure you have access to all the resources you need to get the most value from Google Marketing Platform.<br /> <br /> <strong>A robust ecosystem of skilled practitioners and companies</strong><br /> <br /> More than just a replacement for the existing programs, Google Analytics Certified Partners and the DoubleClick Certified Marketing Partners, the new program is designed to provide a robust ecosystem of resources, no matter your needs. The foundation of the program is scaled training and capability-building across all the Google Marketing Platform products. Whether you’re looking to build skills in-house or partner with a service provider, the program helps ensure the needed skills and resources are readily available. With more than 500 companies in the program at launch, including leading interactive agencies, system integrators, and top technology, data and media companies, you’ll be able to find a partner to support multiple facets of your business.<br /> <br /> <strong>Three unique designations</strong><br /> <br /> From skill-building to broader, strategic partnerships and technology reselling, the program is designed to deliver the range and quality of expertise you expect:<br /> <br /> <strong>Certified Individuals:</strong> To help increase the talent pool available supporting the Google Marketing Platform, individuals will be able to access a growing library of self-study materials and complete individual product certifications. Successful completion signals an individual’s expertise with specific Google Marketing Platform products.<br /> <strong>Certified Companies:</strong> Certified Companies provide consulting, training, implementation, operations and technical support services for Google Marketing Platform. These companies not only have individuals certified in one or more products, but they have a high level of knowledge, practical and industry experience, as well as stellar customer references. These strict requirements ensure they have both the expertise and a proven ability to deliver results.<br /> <strong>Sales Partners:</strong> Sales Partners are Google Marketing Platform experts, just like Certified Companies, but partner more closely with Google in providing consulting and support services, in addition to selling the technology on our behalf.<br /> <br /> <strong>Get started today</strong><br /> <br /> Whether you’re looking to add talent to your team, up-level your current talent, or complement your team with a partner company, Platform Partners offers a trusted source to help close the gaps. And we’ll continue to build out additional skill-building resources, refine our certifications and add new partners covering more countries and languages. To get started on taking your marketing to even greater heights, browse our current Partners to <a href="https://www.google.com/analytics/partners/search/services?utm_source=ga-blog&utm_medium=et&utm_campaign=gmp-partners" target="_blank">find a partner</a> equipped to help you get the most from your investment in Google Marketing Platform.<br /> <br /> <span class="byline-author">Posted by Chip Hall, Managing Director, Media Platforms</span> </div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2018/06/introducing-google-marketing-platform-partners.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:From basecamp to summit: Achieving new heights with Google Marketing Platform Partners&url=https://analytics.googleblog.com/2018/06/introducing-google-marketing-platform-partners.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2018/06/introducing-google-marketing-platform-partners.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='6474161314063635831' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2018/05/introducing-advanced-analysis-in-google-analytics-360-pmm.html' itemprop='url' title='Introducing Advanced Analysis in Google Analytics 360'> Introducing Advanced Analysis in Google Analytics 360 </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> May 17, 2018 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> In our conversations with marketers, we consistently hear that they are looking to gain deeper insights into the customer journey and then turn those insights into better customer experiences.  <br /> <br /> Today we’re excited to announce Advanced Analysis, a new tool in beta for Google Analytics 360 customers. Advanced Analysis offers more detailed analysis techniques and deeper exploration capabilities, so you can improve your understanding of how people interact with your site and use those insights to deliver better experiences and reach your business goals.<br /> <br /> Our top priority is to help you discover business insights while respecting user privacy. So, as with all Analytics capabilities, data utilized in Advanced Analysis is treated confidentially and securely.<br /> <br /> <h3 style="text-align: left;"> Three ways to support sophisticated analysis</h3> <br /> <br /> Advanced Analysis offers three new powerful techniques to help surface actionable insights about how people use your site: Exploration, Funnel Analysis, and Segment Overlap. And you can build audiences using any of the techniques, making it seamless to take action on the learnings that come out of your analysis.<br /> <br /> With the Exploration technique, deeper analysis can be done in just a few clicks. Easily drag and drop multiple variables (segments, dimensions, and metrics) into the analysis canvas and see instant visualizations of your data. Exploration allows you to view and compare multiple analysis tabs in a single view — helping you test and refine your insights as you go.<br /> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0QTUVUjexqIbFsbrrHirvDVHJCO-2leVVzSQBmxA7uvv7ktvcMh9m1SWyei0hN8BOKMt1fa2s5MiDz9242vo3qeDG4OuIMxMR_tJpam4VmymAbG_F-DzBE2mgD2srXiEZk63F/s1600/image1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0QTUVUjexqIbFsbrrHirvDVHJCO-2leVVzSQBmxA7uvv7ktvcMh9m1SWyei0hN8BOKMt1fa2s5MiDz9242vo3qeDG4OuIMxMR_tJpam4VmymAbG_F-DzBE2mgD2srXiEZk63F/s1600/image1.png" /></a></div> <div style="margin-left: 180px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />Create multiple tabs and compare your analyses. </i></span></div> </div> Use the Funnel Analysis technique to understand the steps users take to complete actions on your site. For example, you can quickly see how users progress through your purchase process and identify steps where it can be improved. With the current <a href="https://support.google.com/analytics/answer/6180923?hl=en">Custom Funnels</a> in Analytics 360, you can add up to 5 steps (e.g. Visited Site, Added Product to Cart, Started Checkout, Started Payment, Purchased), but Advanced Analysis lets you add up to 10 steps. These extra steps - along with the ability to add multiple segments and dimension breakdowns - give you a deeper look at how different groups of people interact with your site.<br /> <br /> The Segment Overlap technique allows you to see how segments you’ve created in Analytics 360 intersect with one another. For example, suppose you ran a major display campaign last month that led to a lot of new first-time purchasers, and now you want to know if they’re sticking around to become repeat customers. Segment Overlap allows you to compare how much this group of first-time buyers overlaps with users who have made a purchase in the past month and with users who are now returning to your site.<br /> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLo1aqarxSqxvScMVQ5ku2rZWjneeQwDAfX9L9EDC4nNdA0QXgn0BtPd1uzilEmAP0yBPguPpiiAIhWA1vcGRN6x6Y512nIUiIqhnkKDT2C4qwFeoKVwetMPzBqNJMc6i-Rebo/s1600/image4.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLo1aqarxSqxvScMVQ5ku2rZWjneeQwDAfX9L9EDC4nNdA0QXgn0BtPd1uzilEmAP0yBPguPpiiAIhWA1vcGRN6x6Y512nIUiIqhnkKDT2C4qwFeoKVwetMPzBqNJMc6i-Rebo/s1600/image4.png" /></a></div> <div style="margin-left: 180px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />See overlap between different audience segments. </i></span></div> </div> <br /> <h3 style="text-align: left;"> <b>Advanced Analysis in action</b></h3> <br /> Let’s review an example of how you can use these techniques together to uncover helpful new insights and put them into action. Imagine you manage an ecommerce store that sells to people around the world. You want to know if there are opportunities to improve your site experience for international customers and drive more sales.<br /> <br /> With Advanced Analysis, you can get those answers easily. Starting with Exploration, you organize your Analytics 360 data to show number of users and revenue by country. You realize that you have a lot of new users in India but no revenue -- so there may be an opportunity to improve the checkout process and boost conversions.<br /> <br /> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigbhNOEYP-O0DTpcC57sJJUaV4quPbFAndlZLnl9qJyUQfZ-tNp4bSPkq6AIpaC-uCZzj-3sJJq4qpKOTI7RpWdkpYRvgeVmHxD0RD9i6Ms-lq8KWa8Ws4mHllS3RtZ8QdHKV2/s1600/image3.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigbhNOEYP-O0DTpcC57sJJUaV4quPbFAndlZLnl9qJyUQfZ-tNp4bSPkq6AIpaC-uCZzj-3sJJq4qpKOTI7RpWdkpYRvgeVmHxD0RD9i6Ms-lq8KWa8Ws4mHllS3RtZ8QdHKV2/s1600/image3.png" /></a></div> <div style="margin-left: 130px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />Organize data by country to determine your top countries by traffic. </i></span></div> </div> <br /> From there, you investigate further with the Funnels technique to compare conversion rates at each step of your purchase funnel for US and India users. In doing so, you see there is a steep drop in completion rate on the checkout step for the India group. This confirms what you suspected, that the checkout flow can be improved for these users.<br /> <br /> With just two clicks, you build an audience of India users who have added a product to their cart but didn’t purchase. Once the audience is created, you can use <a href="https://www.google.com/analytics/optimize/">Optimize 360</a> to test a new checkout experience for that group. And then, with just a few more clicks in Analytics 360, you can push that audience to AdWords or DoubleClick Bid Manager to run a remarketing campaign, taking advantage of the now optimized checkout flow.<br /> <br /> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil8Rbf07RAqGc1GoP9lZ59Vl_j8BDVYmXzUpusbpQ8Cmu6OqJ3KhAoV1z_L9KNeoJQ8Oalale9ZpleabvIn76HWlusSy_UW0PSG5qVFeOrIgIcLNlJQiOiaTuR66uJgKZoCRU2/s1600/image2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil8Rbf07RAqGc1GoP9lZ59Vl_j8BDVYmXzUpusbpQ8Cmu6OqJ3KhAoV1z_L9KNeoJQ8Oalale9ZpleabvIn76HWlusSy_UW0PSG5qVFeOrIgIcLNlJQiOiaTuR66uJgKZoCRU2/s1600/image2.png" /></a></div> <div style="margin-left: 60px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />Identify conversion rate drop off, and build a custom audience based on that segment.</i></span></div> </div> <br /> For enterprises looking to better understand customer journeys, Advanced Analysis helps surface hard-to-find insights and makes it easy to put those insights into action. Advanced Analysis will be rolling out over the coming weeks as a beta to all Analytics 360 users.<br /> <br /> Happy analyzing!<br /> <br /> Posted by Dan Stone, Product Manager, Google Analytics 360 <br /> <br /> <div style="text-align: center;"> <div style="margin-left: 190px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br /></i></span></div> </div> </div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> In our conversations with marketers, we consistently hear that they are looking to gain deeper insights into the customer journey and then turn those insights into better customer experiences.  <br /> <br /> Today we’re excited to announce Advanced Analysis, a new tool in beta for Google Analytics 360 customers. Advanced Analysis offers more detailed analysis techniques and deeper exploration capabilities, so you can improve your understanding of how people interact with your site and use those insights to deliver better experiences and reach your business goals.<br /> <br /> Our top priority is to help you discover business insights while respecting user privacy. So, as with all Analytics capabilities, data utilized in Advanced Analysis is treated confidentially and securely.<br /> <br /> <h3 style="text-align: left;"> Three ways to support sophisticated analysis</h3> <br /> <br /> Advanced Analysis offers three new powerful techniques to help surface actionable insights about how people use your site: Exploration, Funnel Analysis, and Segment Overlap. And you can build audiences using any of the techniques, making it seamless to take action on the learnings that come out of your analysis.<br /> <br /> With the Exploration technique, deeper analysis can be done in just a few clicks. Easily drag and drop multiple variables (segments, dimensions, and metrics) into the analysis canvas and see instant visualizations of your data. Exploration allows you to view and compare multiple analysis tabs in a single view — helping you test and refine your insights as you go.<br /> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0QTUVUjexqIbFsbrrHirvDVHJCO-2leVVzSQBmxA7uvv7ktvcMh9m1SWyei0hN8BOKMt1fa2s5MiDz9242vo3qeDG4OuIMxMR_tJpam4VmymAbG_F-DzBE2mgD2srXiEZk63F/s1600/image1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0QTUVUjexqIbFsbrrHirvDVHJCO-2leVVzSQBmxA7uvv7ktvcMh9m1SWyei0hN8BOKMt1fa2s5MiDz9242vo3qeDG4OuIMxMR_tJpam4VmymAbG_F-DzBE2mgD2srXiEZk63F/s1600/image1.png" /></a></div> <div style="margin-left: 180px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />Create multiple tabs and compare your analyses. </i></span></div> </div> Use the Funnel Analysis technique to understand the steps users take to complete actions on your site. For example, you can quickly see how users progress through your purchase process and identify steps where it can be improved. With the current <a href="https://support.google.com/analytics/answer/6180923?hl=en">Custom Funnels</a> in Analytics 360, you can add up to 5 steps (e.g. Visited Site, Added Product to Cart, Started Checkout, Started Payment, Purchased), but Advanced Analysis lets you add up to 10 steps. These extra steps - along with the ability to add multiple segments and dimension breakdowns - give you a deeper look at how different groups of people interact with your site.<br /> <br /> The Segment Overlap technique allows you to see how segments you’ve created in Analytics 360 intersect with one another. For example, suppose you ran a major display campaign last month that led to a lot of new first-time purchasers, and now you want to know if they’re sticking around to become repeat customers. Segment Overlap allows you to compare how much this group of first-time buyers overlaps with users who have made a purchase in the past month and with users who are now returning to your site.<br /> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLo1aqarxSqxvScMVQ5ku2rZWjneeQwDAfX9L9EDC4nNdA0QXgn0BtPd1uzilEmAP0yBPguPpiiAIhWA1vcGRN6x6Y512nIUiIqhnkKDT2C4qwFeoKVwetMPzBqNJMc6i-Rebo/s1600/image4.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLo1aqarxSqxvScMVQ5ku2rZWjneeQwDAfX9L9EDC4nNdA0QXgn0BtPd1uzilEmAP0yBPguPpiiAIhWA1vcGRN6x6Y512nIUiIqhnkKDT2C4qwFeoKVwetMPzBqNJMc6i-Rebo/s1600/image4.png" /></a></div> <div style="margin-left: 180px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />See overlap between different audience segments. </i></span></div> </div> <br /> <h3 style="text-align: left;"> <b>Advanced Analysis in action</b></h3> <br /> Let’s review an example of how you can use these techniques together to uncover helpful new insights and put them into action. Imagine you manage an ecommerce store that sells to people around the world. You want to know if there are opportunities to improve your site experience for international customers and drive more sales.<br /> <br /> With Advanced Analysis, you can get those answers easily. Starting with Exploration, you organize your Analytics 360 data to show number of users and revenue by country. You realize that you have a lot of new users in India but no revenue -- so there may be an opportunity to improve the checkout process and boost conversions.<br /> <br /> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigbhNOEYP-O0DTpcC57sJJUaV4quPbFAndlZLnl9qJyUQfZ-tNp4bSPkq6AIpaC-uCZzj-3sJJq4qpKOTI7RpWdkpYRvgeVmHxD0RD9i6Ms-lq8KWa8Ws4mHllS3RtZ8QdHKV2/s1600/image3.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigbhNOEYP-O0DTpcC57sJJUaV4quPbFAndlZLnl9qJyUQfZ-tNp4bSPkq6AIpaC-uCZzj-3sJJq4qpKOTI7RpWdkpYRvgeVmHxD0RD9i6Ms-lq8KWa8Ws4mHllS3RtZ8QdHKV2/s1600/image3.png" /></a></div> <div style="margin-left: 130px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />Organize data by country to determine your top countries by traffic. </i></span></div> </div> <br /> From there, you investigate further with the Funnels technique to compare conversion rates at each step of your purchase funnel for US and India users. In doing so, you see there is a steep drop in completion rate on the checkout step for the India group. This confirms what you suspected, that the checkout flow can be improved for these users.<br /> <br /> With just two clicks, you build an audience of India users who have added a product to their cart but didn’t purchase. Once the audience is created, you can use <a href="https://www.google.com/analytics/optimize/">Optimize 360</a> to test a new checkout experience for that group. And then, with just a few more clicks in Analytics 360, you can push that audience to AdWords or DoubleClick Bid Manager to run a remarketing campaign, taking advantage of the now optimized checkout flow.<br /> <br /> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil8Rbf07RAqGc1GoP9lZ59Vl_j8BDVYmXzUpusbpQ8Cmu6OqJ3KhAoV1z_L9KNeoJQ8Oalale9ZpleabvIn76HWlusSy_UW0PSG5qVFeOrIgIcLNlJQiOiaTuR66uJgKZoCRU2/s1600/image2.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEil8Rbf07RAqGc1GoP9lZ59Vl_j8BDVYmXzUpusbpQ8Cmu6OqJ3KhAoV1z_L9KNeoJQ8Oalale9ZpleabvIn76HWlusSy_UW0PSG5qVFeOrIgIcLNlJQiOiaTuR66uJgKZoCRU2/s1600/image2.png" /></a></div> <div style="margin-left: 60px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />Identify conversion rate drop off, and build a custom audience based on that segment.</i></span></div> </div> <br /> For enterprises looking to better understand customer journeys, Advanced Analysis helps surface hard-to-find insights and makes it easy to put those insights into action. Advanced Analysis will be rolling out over the coming weeks as a beta to all Analytics 360 users.<br /> <br /> Happy analyzing!<br /> <br /> Posted by Dan Stone, Product Manager, Google Analytics 360 <br /> <br /> <div style="text-align: center;"> <div style="margin-left: 190px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br /></i></span></div> </div> </div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2018/05/introducing-advanced-analysis-in-google-analytics-360-pmm.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Introducing Advanced Analysis in Google Analytics 360&url=https://analytics.googleblog.com/2018/05/introducing-advanced-analysis-in-google-analytics-360-pmm.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2018/05/introducing-advanced-analysis-in-google-analytics-360-pmm.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='2453437726885350112' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2018/05/google-marketing-live-2018-announcement-pmm.html' itemprop='url' title='Tune in on July 10, 2018 as we announce our latest product innovations'> Tune in on July 10, 2018 as we announce our latest product innovations </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> May 16, 2018 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=blog&utm_team=events-us&utm_campaign=201805-marketing-live-2018" target="_blank">Sign up</a> to join the live streamed keynote at Google Marketing Live<br /> <br /> <strong>When:</strong> Tuesday, July 10, 2018 at 9 a.m. PT / 12:00 p.m. ET <br /> <br /> <strong>Duration:</strong> 1 hour <br /> <br /> <strong>Where:</strong> Here on the <a href="https://analytics.googleblog.com/" target="_blank">Analytics blog</a><br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=gablog&utm_team=events-us&utm_campaign=201807-marketing-live-2018" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="47" data-original-width="131" height="143" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKp_6V2I2wSPac9l65ItmZWAO0GNih_nJ22asBpT4A0TGlR7077wxUg6DJTBgMOBibYE8wIR3ovUV_HGN0UV6qfAmXgtAFtUHkKV3HKD0KFdyZUBMQKcOjLJpSIio2-6lSZLz9/s400/sign-up-here-cta-button.png" width="400" /></a></div> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> It’s that time of year again! Join us as we unveil the latest Analytics, Ads and Platforms innovations at Google Marketing Live. Get a first look at new features and tools that will help you transform your business. Also gain access to the latest insights and trends that are shaping the future of the industry. <br /> <br /> Register for the keynote live stream <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=gablog&utm_team=events-us&utm_campaign=201807-marketing-live-2018" target="_blank">here</a>. We’ll also make a recording available after the live stream for advertisers in other time zones. <br /> <br /> Until then, subscribe to <a href="https://getsubscriptions.withgoogle.com/newsletter/thinkwithgoogle/signup?" target="_blank">Think With Google</a>, and follow us on <a href="https://twitter.com/googleanalytics" target="_blank">Twitter</a>, <a href="https://plus.google.com/+GoogleAnalytics" target="_blank">Google+</a>, <a href="https://www.facebook.com/GoogleAnalytics" target="_blank">Facebook</a> and <a href="https://www.linkedin.com/showcase/google-analytics/" target="_blank">LinkedIn</a> for a sneak peek of what’s coming soon. <br /> <br /> <span class="byline-author">Posted by Sridhar Ramaswamy, Senior Vice President, Ads & Commerce </span><br /> <div class="separator" style="clear: both; text-align: center;"> <br /></div> </div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=blog&utm_team=events-us&utm_campaign=201805-marketing-live-2018" target="_blank">Sign up</a> to join the live streamed keynote at Google Marketing Live<br /> <br /> <strong>When:</strong> Tuesday, July 10, 2018 at 9 a.m. PT / 12:00 p.m. ET <br /> <br /> <strong>Duration:</strong> 1 hour <br /> <br /> <strong>Where:</strong> Here on the <a href="https://analytics.googleblog.com/" target="_blank">Analytics blog</a><br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=gablog&utm_team=events-us&utm_campaign=201807-marketing-live-2018" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="47" data-original-width="131" height="143" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKp_6V2I2wSPac9l65ItmZWAO0GNih_nJ22asBpT4A0TGlR7077wxUg6DJTBgMOBibYE8wIR3ovUV_HGN0UV6qfAmXgtAFtUHkKV3HKD0KFdyZUBMQKcOjLJpSIio2-6lSZLz9/s400/sign-up-here-cta-button.png" width="400" /></a></div> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> It’s that time of year again! Join us as we unveil the latest Analytics, Ads and Platforms innovations at Google Marketing Live. Get a first look at new features and tools that will help you transform your business. Also gain access to the latest insights and trends that are shaping the future of the industry. <br /> <br /> Register for the keynote live stream <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=gablog&utm_team=events-us&utm_campaign=201807-marketing-live-2018" target="_blank">here</a>. We’ll also make a recording available after the live stream for advertisers in other time zones. <br /> <br /> Until then, subscribe to <a href="https://getsubscriptions.withgoogle.com/newsletter/thinkwithgoogle/signup?" target="_blank">Think With Google</a>, and follow us on <a href="https://twitter.com/googleanalytics" target="_blank">Twitter</a>, <a href="https://plus.google.com/+GoogleAnalytics" target="_blank">Google+</a>, <a href="https://www.facebook.com/GoogleAnalytics" target="_blank">Facebook</a> and <a href="https://www.linkedin.com/showcase/google-analytics/" target="_blank">LinkedIn</a> for a sneak peek of what’s coming soon. <br /> <br /> <span class="byline-author">Posted by Sridhar Ramaswamy, Senior Vice President, Ads & Commerce </span><br /> <div class="separator" style="clear: both; text-align: center;"> <br /></div> </div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2018/05/google-marketing-live-2018-announcement-pmm.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Tune in on July 10, 2018 as we announce our latest product innovations&url=https://analytics.googleblog.com/2018/05/google-marketing-live-2018-announcement-pmm.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2018/05/google-marketing-live-2018-announcement-pmm.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='667230301424905975' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/12/your-data-has-a-story-to-tell-mktg.html' itemprop='url' title='Your Marketing Data Has a Story to Tell — Are You Listening?'> Your Marketing Data Has a Story to Tell — Are You Listening? </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> December 12, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> The old cliché says every picture tells a story. The question is — do you have a complete picture of your customer? And do you really hear all the stories they’re telling? Today’s consumers use many different devices, and there’s new channels to listen to every year. It can seem like a lot, but it gives marketers an opportunity to use data analytics to gain a deeper understanding into their audiences if they learn to keep their ears out.<br /> <br /> In <a href="https://sloanreview.mit.edu/sponsors-content/why-a-data-and-analytics-strategy-today-gives-marketers-an-advantage-tomorrow/" target="_blank">Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow</a>, Matt Lawson, Google marketing director, and Shuba Srinivasan, a Boston University business professor, look at the ways in which it’s more important than ever for businesses to embrace data analytics. For companies of all sizes, the time is now: With the right tools, strategy, and outlook, your organization can turn noisy data into a symphony of insights.<br /> <br /> “We live in an always-on world. That’s an enormous challenge for marketing organizations, but one with a huge upside if they can turn data into insight,” explains Srinivasan, Adele and Norman Barron Professor of Management at the Boston University Questrom School of Business.<br /> <br /> The article explores ways that companies can build stronger data strategies to navigate today’s digital landscape. Some key topics include:<br /> <br /> <div style="text-align: left;"> </div> <ul> <li>How analytics reveal the ways customers move between devices and channels</li> <li>How to work across teams to build a <a href="https://analytics.googleblog.com/2017/08/marketing-with-heart-of-data-mktg.html?utm_source=ga-blog&utm_medium=content-native&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=your-data-has-a-story-to-tell" target="_blank">cohesive cross-channel strategy</a></li> <li>The advantages of <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/?utm_source=twg&utm_medium=content-native&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=your-data-has-a-story-to-tell" target="_blank">integrating your marketing and advertising technology stack</a></li> <li>How to identify and <a href="https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html?utm_source=ga-blog&utm_medium=content-native&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=your-data-has-a-story-to-tell" target="_blank">break down data silos</a></li> </ul> <br /> <div style="text-align: left;"> <br /></div> All of these points are worth a deeper dive, but they boil down to one message: You need to listen to what your data’s telling you. Analytics isn’t a spectator sport, where you can watch from the sidelines as your team plays ball. To be successful, you need to be in the mix, applying data-driven principles to what you do every day.<br /> <br /> It’s not as hard as it sounds. Get back to basics and use the scientific method: Make an educated guess, run a test, and hear what the data says. Starting with the team leader, if the entire team can become comfortable with data-backed trial and error, you’ll see real results.<br /> <br /> Want to see the many ways shared data can provide insights and boost the performance of your business? Download <a href="https://www.google.com/analytics/resources/report-enterprise-playbook-integrated-marketing-data-strategy.html?utm_source=ga-blog&utm_medium=content-native&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=your-data-has-a-story-to-tell" target="_blank">The Data-Driven Marketer's Strategic Playbook</a>.<br /> <br /> <span class="byline-author">Posted by Matt Earp, Content Marketing Strategist, Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> The old cliché says every picture tells a story. The question is — do you have a complete picture of your customer? And do you really hear all the stories they’re telling? Today’s consumers use many different devices, and there’s new channels to listen to every year. It can seem like a lot, but it gives marketers an opportunity to use data analytics to gain a deeper understanding into their audiences if they learn to keep their ears out.<br /> <br /> In <a href="https://sloanreview.mit.edu/sponsors-content/why-a-data-and-analytics-strategy-today-gives-marketers-an-advantage-tomorrow/" target="_blank">Why a Data and Analytics Strategy Today Gives Marketers an Advantage Tomorrow</a>, Matt Lawson, Google marketing director, and Shuba Srinivasan, a Boston University business professor, look at the ways in which it’s more important than ever for businesses to embrace data analytics. For companies of all sizes, the time is now: With the right tools, strategy, and outlook, your organization can turn noisy data into a symphony of insights.<br /> <br /> “We live in an always-on world. That’s an enormous challenge for marketing organizations, but one with a huge upside if they can turn data into insight,” explains Srinivasan, Adele and Norman Barron Professor of Management at the Boston University Questrom School of Business.<br /> <br /> The article explores ways that companies can build stronger data strategies to navigate today’s digital landscape. Some key topics include:<br /> <br /> <div style="text-align: left;"> </div> <ul> <li>How analytics reveal the ways customers move between devices and channels</li> <li>How to work across teams to build a <a href="https://analytics.googleblog.com/2017/08/marketing-with-heart-of-data-mktg.html?utm_source=ga-blog&utm_medium=content-native&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=your-data-has-a-story-to-tell" target="_blank">cohesive cross-channel strategy</a></li> <li>The advantages of <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/?utm_source=twg&utm_medium=content-native&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=your-data-has-a-story-to-tell" target="_blank">integrating your marketing and advertising technology stack</a></li> <li>How to identify and <a href="https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html?utm_source=ga-blog&utm_medium=content-native&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=your-data-has-a-story-to-tell" target="_blank">break down data silos</a></li> </ul> <br /> <div style="text-align: left;"> <br /></div> All of these points are worth a deeper dive, but they boil down to one message: You need to listen to what your data’s telling you. Analytics isn’t a spectator sport, where you can watch from the sidelines as your team plays ball. To be successful, you need to be in the mix, applying data-driven principles to what you do every day.<br /> <br /> It’s not as hard as it sounds. Get back to basics and use the scientific method: Make an educated guess, run a test, and hear what the data says. Starting with the team leader, if the entire team can become comfortable with data-backed trial and error, you’ll see real results.<br /> <br /> Want to see the many ways shared data can provide insights and boost the performance of your business? Download <a href="https://www.google.com/analytics/resources/report-enterprise-playbook-integrated-marketing-data-strategy.html?utm_source=ga-blog&utm_medium=content-native&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=your-data-has-a-story-to-tell" target="_blank">The Data-Driven Marketer's Strategic Playbook</a>.<br /> <br /> <span class="byline-author">Posted by Matt Earp, Content Marketing Strategist, Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/12/your-data-has-a-story-to-tell-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Your Marketing Data Has a Story to Tell — Are You Listening?&url=https://analytics.googleblog.com/2017/12/your-data-has-a-story-to-tell-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/12/your-data-has-a-story-to-tell-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='6663147654807762652' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/12/econsultancy-google-marketing-webinar-mktg.html' itemprop='url' title='Marketer questions answered: Econsultancy and Google on how to better use data'> Marketer questions answered: Econsultancy and Google on how to better use data </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> December 7, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHFCpLa9Dk-QVc76F2Wj6fqND1u89s_O5LzDUAiTODUVw-FKzGtkiTnJ94wFIeu1CxhQmN4-2rJXyyfxRYnGpLhtNeFrc4Wk1siZ1tqHp-cnHcTMLgPgGIhR1tDo_BWcmNABV1/s1600/Econsultancy+Blog+Post.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHFCpLa9Dk-QVc76F2Wj6fqND1u89s_O5LzDUAiTODUVw-FKzGtkiTnJ94wFIeu1CxhQmN4-2rJXyyfxRYnGpLhtNeFrc4Wk1siZ1tqHp-cnHcTMLgPgGIhR1tDo_BWcmNABV1/s1600/Econsultancy+Blog+Post.png" /></a></div> <div style="margin-left: 95px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />Q&A with Econsultancy’s Stefan Tornquist and Google’s Casey Carey</i></span></div> </div> <br /> <br /> “How can I put data at the center of my organization’s marketing strategy? Which teams need access to that data? And how should I train them to use it successfully?”<br /> <br /> On Nov. 15, we hosted a webinar with Econsultancy to answer questions like these and discuss our recent <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=social-owned&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=econsultancy-customer-experience" target="_blank">joint survey</a> of over 700 marketing leaders about how they’re using data to stay ahead in their fields. <a href="https://twitter.com/caseycarey" target="_blank">Casey Carey</a>, Director of Platforms Marketing at Google, and <a href="https://twitter.com/SKTornquist" target="_blank">Stefan Tornquist</a>, Vice President of Research at Econsultancy, walked through the results, revealing some fascinating takeaways.<br /> <br /> Topics included everything from key skills and training to best practices in data-driven decision-making. One standout lesson? Teams across companies are focused on tying their data and analytics to business outcomes.<br /> <br /> After the talk, listeners shared a number of follow-up questions for Casey and Stefan. Below, we’ve rounded up some of the most intriguing answers. Interested in the bigger picture? Check out the full webinar along with Q&A here: <strong><a href="https://www.google.com/analytics/resources/webinar-marketing-leaders-use-customer-experience-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=7-ways-leaders-use-customer-experience-data" target="_blank">7 ways marketing leaders use data to deliver better customer experiences</a></strong>. <br /> <br /> <strong>1. What are the first steps marketing teams should take when they begin using multi-touch or data-driven attribution?</strong><br /> <br /> <strong>Casey:</strong> First and foremost, attribution is a big data problem. Going into an attribution project, job one is to get your data house in order. Connect all your campaigns, prospective customer touchpoints, and conversion events; start establishing a taxonomy for naming channels, placements, sites, and so on.<br /> <br /> Second, you have to reckon with the real organizational and cultural impacts of moving to an attribution model. Companies tend to be organized in channel silos. So when you begin looking at performance across channels to find the optimal mix, you have to break down those barriers. <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/data-attribution-challenge-analysis/?utm_source=ga-blog&utm_medium=social-owned&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=data-attribution-challenge-analysis" target="_blank">Your executive leadership has to sponsor that</a>, and your teams have to be willing to make the necessary changes.<br /> <br /> <strong>2. What types of training typically help people in marketing get over the “I’m not an analyst, that’s not my job” attitude and use more data?</strong><br /> <br /> <strong>Stefan:</strong> Many companies see training as either a technical discipline or an employee benefit, and one that comes at a cost. But with marketing becoming more sophisticated and technical, you need an ongoing training program for marketers that includes a foundation in statistics and in analytical practices and thinking, as well as core finance and business knowledge. You also need to provide training on the technologies themselves.<br /> <br /> In our own research, we’ve seen that when they’re given the right training, marketers become more effective, stay in the organization longer, and are more likely to be promoted.<br /> <br /> (<em>For more on training to use data, check out <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/marketing-data-analysis-infographic/?utm_source=ga-blog&utm_medium=social-owned&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=marketing-data-analysis-infographic" target="_blank">How to make everyone on your team a data-savvy marketer</a></em>.)<br /> <br /> <strong>3. What are some of the critical skill sets needed to lead this type of transformation and generate buy-in?</strong><br /> <br /> <strong>Stefan: </strong>There’s a close association between marketing and analytics on the one hand and the business outcomes on the other. Leaders of a targeted transformation to data-driven marketing need to understand – and show that they understand – the business’s larger goals and issues. They need to connect abstract principles of analytics to practical outcomes and business KPIs – to close the gap between data and insights. They need to show how practical insights have actually been data-driven, how data gets you real answers that contribute to the business.<br /> <br /> <strong>4. How can vendors and consultants help companies get the right resources and institute the organizational changes that are needed for success?</strong><br /> <br /> <strong>Casey: </strong>Sometimes a vendor’s goal when they make a sale is to minimize the impact that their technology will have on resources and organizational structures. Companies buying a technology solution have to see that solution as part of an entire process and strategy, and ask vendors to help with that. <br /> <br /> I always love when I’m talking to prospective clients and they ask questions such as: “OK, so, how does this impact my org structure? How many people and what skills do I need to actually be successful doing this? What other services should I be considering?” It really instills confidence that they’re actually going to realize the business value from the investment.<br /> <br /> <strong>5. How do you cast a wider net from a data and analytics standpoint and ensure KPIs don’t miss critical trends and changes?</strong><br /> <br /> <strong>Stefan: </strong>There’s got to be a balance. The insights we provide need to go beyond things like tweaks to make emails perform better. Instead, we need to think both analytically and creatively and ask higher-level questions. Things like, “What are our customers going to be doing in five years that’s going to make our current business model obsolete?” <br /> <br /> <strong>Casey: </strong>You have to build into your organization the discipline to open your field of view so you’re not getting caught by surprise. Sometimes we get so focused on executing and optimizing towards KPIs and we lose that bigger view.<br /> <br /> <strong>6. Do businesses get hung up on language when it comes to change? Is the word “marketing” sufficient to describe the scope of modern marketing? </strong><br /> <br /> <strong>Stefan: </strong>Perhaps “marketing” isn’t sufficient to describe what modern marketing is becoming. Similarly, we say “digital marketing” even though digital is almost a vestigial word in this context – is there any aspect of marketing today that doesn’t have a digital component? <br /> <br /> But the reality is we’re not going to change what we call things. What organizations can do internally is to change the “language-first” perception. To a certain degree, putting new terminology around it – “marketing-led transformation,” for example – does change how other stakeholders perceive it. But the bottom line is that marketing owns that customer relationship and owns that evolving customer knowledge. As such, it’s still going to be the core of whatever change is happening.<br /> <br /> Interested in further ways data can improve your entire marketing organization? Check out <a href="https://www.google.com/analytics/resources/report-enterprise-playbook-integrated-marketing-data-strategy.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=data-driven-playbook" target="_blank"><strong>The Enterprise Marketer's Playbook</strong></a> and learn how to build an integrated data strategy for your team.<br /> <br /> <span class="byline-author">Posted by Matt Earp, Content Marketing Strategist, Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> <div style="text-align: center;"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHFCpLa9Dk-QVc76F2Wj6fqND1u89s_O5LzDUAiTODUVw-FKzGtkiTnJ94wFIeu1CxhQmN4-2rJXyyfxRYnGpLhtNeFrc4Wk1siZ1tqHp-cnHcTMLgPgGIhR1tDo_BWcmNABV1/s1600/Econsultancy+Blog+Post.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHFCpLa9Dk-QVc76F2Wj6fqND1u89s_O5LzDUAiTODUVw-FKzGtkiTnJ94wFIeu1CxhQmN4-2rJXyyfxRYnGpLhtNeFrc4Wk1siZ1tqHp-cnHcTMLgPgGIhR1tDo_BWcmNABV1/s1600/Econsultancy+Blog+Post.png" /></a></div> <div style="margin-left: 95px; margin-top: -40px;"> <span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small;"><i><br />Q&A with Econsultancy’s Stefan Tornquist and Google’s Casey Carey</i></span></div> </div> <br /> <br /> “How can I put data at the center of my organization’s marketing strategy? Which teams need access to that data? And how should I train them to use it successfully?”<br /> <br /> On Nov. 15, we hosted a webinar with Econsultancy to answer questions like these and discuss our recent <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=social-owned&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=econsultancy-customer-experience" target="_blank">joint survey</a> of over 700 marketing leaders about how they’re using data to stay ahead in their fields. <a href="https://twitter.com/caseycarey" target="_blank">Casey Carey</a>, Director of Platforms Marketing at Google, and <a href="https://twitter.com/SKTornquist" target="_blank">Stefan Tornquist</a>, Vice President of Research at Econsultancy, walked through the results, revealing some fascinating takeaways.<br /> <br /> Topics included everything from key skills and training to best practices in data-driven decision-making. One standout lesson? Teams across companies are focused on tying their data and analytics to business outcomes.<br /> <br /> After the talk, listeners shared a number of follow-up questions for Casey and Stefan. Below, we’ve rounded up some of the most intriguing answers. Interested in the bigger picture? Check out the full webinar along with Q&A here: <strong><a href="https://www.google.com/analytics/resources/webinar-marketing-leaders-use-customer-experience-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=7-ways-leaders-use-customer-experience-data" target="_blank">7 ways marketing leaders use data to deliver better customer experiences</a></strong>. <br /> <br /> <strong>1. What are the first steps marketing teams should take when they begin using multi-touch or data-driven attribution?</strong><br /> <br /> <strong>Casey:</strong> First and foremost, attribution is a big data problem. Going into an attribution project, job one is to get your data house in order. Connect all your campaigns, prospective customer touchpoints, and conversion events; start establishing a taxonomy for naming channels, placements, sites, and so on.<br /> <br /> Second, you have to reckon with the real organizational and cultural impacts of moving to an attribution model. Companies tend to be organized in channel silos. So when you begin looking at performance across channels to find the optimal mix, you have to break down those barriers. <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/data-attribution-challenge-analysis/?utm_source=ga-blog&utm_medium=social-owned&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=data-attribution-challenge-analysis" target="_blank">Your executive leadership has to sponsor that</a>, and your teams have to be willing to make the necessary changes.<br /> <br /> <strong>2. What types of training typically help people in marketing get over the “I’m not an analyst, that’s not my job” attitude and use more data?</strong><br /> <br /> <strong>Stefan:</strong> Many companies see training as either a technical discipline or an employee benefit, and one that comes at a cost. But with marketing becoming more sophisticated and technical, you need an ongoing training program for marketers that includes a foundation in statistics and in analytical practices and thinking, as well as core finance and business knowledge. You also need to provide training on the technologies themselves.<br /> <br /> In our own research, we’ve seen that when they’re given the right training, marketers become more effective, stay in the organization longer, and are more likely to be promoted.<br /> <br /> (<em>For more on training to use data, check out <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/marketing-data-analysis-infographic/?utm_source=ga-blog&utm_medium=social-owned&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=marketing-data-analysis-infographic" target="_blank">How to make everyone on your team a data-savvy marketer</a></em>.)<br /> <br /> <strong>3. What are some of the critical skill sets needed to lead this type of transformation and generate buy-in?</strong><br /> <br /> <strong>Stefan: </strong>There’s a close association between marketing and analytics on the one hand and the business outcomes on the other. Leaders of a targeted transformation to data-driven marketing need to understand – and show that they understand – the business’s larger goals and issues. They need to connect abstract principles of analytics to practical outcomes and business KPIs – to close the gap between data and insights. They need to show how practical insights have actually been data-driven, how data gets you real answers that contribute to the business.<br /> <br /> <strong>4. How can vendors and consultants help companies get the right resources and institute the organizational changes that are needed for success?</strong><br /> <br /> <strong>Casey: </strong>Sometimes a vendor’s goal when they make a sale is to minimize the impact that their technology will have on resources and organizational structures. Companies buying a technology solution have to see that solution as part of an entire process and strategy, and ask vendors to help with that. <br /> <br /> I always love when I’m talking to prospective clients and they ask questions such as: “OK, so, how does this impact my org structure? How many people and what skills do I need to actually be successful doing this? What other services should I be considering?” It really instills confidence that they’re actually going to realize the business value from the investment.<br /> <br /> <strong>5. How do you cast a wider net from a data and analytics standpoint and ensure KPIs don’t miss critical trends and changes?</strong><br /> <br /> <strong>Stefan: </strong>There’s got to be a balance. The insights we provide need to go beyond things like tweaks to make emails perform better. Instead, we need to think both analytically and creatively and ask higher-level questions. Things like, “What are our customers going to be doing in five years that’s going to make our current business model obsolete?” <br /> <br /> <strong>Casey: </strong>You have to build into your organization the discipline to open your field of view so you’re not getting caught by surprise. Sometimes we get so focused on executing and optimizing towards KPIs and we lose that bigger view.<br /> <br /> <strong>6. Do businesses get hung up on language when it comes to change? Is the word “marketing” sufficient to describe the scope of modern marketing? </strong><br /> <br /> <strong>Stefan: </strong>Perhaps “marketing” isn’t sufficient to describe what modern marketing is becoming. Similarly, we say “digital marketing” even though digital is almost a vestigial word in this context – is there any aspect of marketing today that doesn’t have a digital component? <br /> <br /> But the reality is we’re not going to change what we call things. What organizations can do internally is to change the “language-first” perception. To a certain degree, putting new terminology around it – “marketing-led transformation,” for example – does change how other stakeholders perceive it. But the bottom line is that marketing owns that customer relationship and owns that evolving customer knowledge. As such, it’s still going to be the core of whatever change is happening.<br /> <br /> Interested in further ways data can improve your entire marketing organization? Check out <a href="https://www.google.com/analytics/resources/report-enterprise-playbook-integrated-marketing-data-strategy.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q4-gbl-all-ga360-suite&utm_content=data-driven-playbook" target="_blank"><strong>The Enterprise Marketer's Playbook</strong></a> and learn how to build an integrated data strategy for your team.<br /> <br /> <span class="byline-author">Posted by Matt Earp, Content Marketing Strategist, Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/12/econsultancy-google-marketing-webinar-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Marketer questions answered: Econsultancy and Google on how to better use data&url=https://analytics.googleblog.com/2017/12/econsultancy-google-marketing-webinar-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/12/econsultancy-google-marketing-webinar-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='9206070108807622027' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/10/useful-marketing-data-checklist-mktg.html' itemprop='url' title='Get Your Data House in Order: Our Checklist for Useful Marketing Data'> Get Your Data House in Order: Our Checklist for Useful Marketing Data </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> October 4, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> Every organization has unique data needs, but leading organizations have one thing in common: They expect data to be useful. In fact, marketing leaders are 127% as likely as the mainstream to say that their <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">data and analytics strategy is useful</a> for decision-making at all levels.<sup><span style="font-size: x-small;">1</span></sup><br /> <br /> We shared more insights about usefulness — and other findings from new Econsultancy research conducted in partnership with Google — in a recent <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">webinar with MIT Sloan</a>, where marketers from companies of all sizes joined to learn how organizations around the world regularly turn insights into action.<br /> <br /> It goes without saying that the word “useful” can mean different things to different marketers. As you <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/" target="_blank">build a data strategy</a> that’s optimized for your business, there are a few helpful questions you can ask to frame your thinking.<br /> <br /> Use this quick checklist to get yourself on the right track — and <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">watch the webinar</a> to learn more about the research findings.<br /> <br /> <h3 style="text-align: left;"> Is your data organized? </h3> The amount of data useful to your company depends on the size of the company, but one thing is certain: only organized data is useful data.<br /> <br /> In <a href="https://www.thinkwithgoogle.com/articles/marketing-analytics-data-challenges-opportunities.html" target="_blank">another study</a>, 61% of marketing decision makers said they struggled to access or integrate the data they needed in 2016.<sup><span style="font-size: x-small;">2</span></sup> When gathering and analyzing data, it’s important to know how your data should be organized in order to know what to focus on. Data dispersed in different organizational silos will be difficult to sift through, let alone use to inform important decisions. Instead, <a href="https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">get data out of silos</a> and organize it so that it can be useful.<br /> <br /> <h3 style="text-align: left;"> <div class="separator" style="clear: both; text-align: center;"> </div> Is your data focused on the user?</h3> In our webinar, listeners learned that a user-centric approach — and the better understanding of your audience that comes with it — helps organizations handle the ever-increasing number of touchpoints in the customer journey and deliver more relevant, engaging experiences.<br /> <br /> Nearly 90% of leaders agree that understanding user journeys across channels and devices is critical to marketing success.<sup>3</sup> Any <a href="https://analytics.googleblog.com/2017/08/marketing-with-heart-of-data-mktg.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">data that allows marketers to better understand</a> these journeys is useful for decision-making.<br /> <br /> <h3 style="text-align: left;"> Is your data integrated?</h3> Our report with Econsultancy found that top companies place a greater emphasis on integrating their technology. Specifically, organizations with integrated marketing and advertising stacks are 37% more likely to say that their company <a href="https://www.thinkwithgoogle.com/data-collections/establishing-marketing-data-strategy-collection/" target="_blank">uses data to support decision-making</a> at all levels, compared to marketers without fully integrated technologies.<sup>4</sup><br /> <br /> Ask yourself: How and where does my business use data? During our webinar, we polled the audience to see in which areas of business the participants most commonly use data and analytics. See how you compare:<br /> <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody> <tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFYt7c7K7qysYU6WaTbE6X37BoeID6bbzwQA2y5J_OinqtC24FNlcjbJu1sU2khBh6go3sMsGJ1uFLxpl7XQ0entDgwXuCpFdJaSZKTXXb0nWrULp50E5vl7Q7iX4NQtiOEfl2/s1600/google-mit-webinar-poll-1.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="800" data-original-width="1200" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFYt7c7K7qysYU6WaTbE6X37BoeID6bbzwQA2y5J_OinqtC24FNlcjbJu1sU2khBh6go3sMsGJ1uFLxpl7XQ0entDgwXuCpFdJaSZKTXXb0nWrULp50E5vl7Q7iX4NQtiOEfl2/s640/google-mit-webinar-poll-1.jpg" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;">The live attendees of our webinar, "<a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">Get Your Data House in Order</a>," answered the question: In what areas of your business are you using data analytics?</td></tr> </tbody></table> <h3 style="text-align: left;"> <div class="separator" style="clear: both; text-align: center;"> </div> <br /> Do you have defined KPIs? </h3> Before you truly define what “useful” data means for you, you <a href="https://www.google.com/analytics/resources/shifting-measurement-focus-customer-lifetime-value.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">need to set KPIs</a>. In our Econsultancy study, 45% of all respondents say that unclear definitions of KPIs present a significant negative impact on their organizations, whereas leaders are 47% more likely than the mainstream to say that their data and analytics strategy includes how they define KPIs for paid media and (38% more likely for owned properties).<sup>5</sup><br /> <br /> The concept is simple: If you don’t know what you’re working toward, you can’t know what’s useful to you.<br /> <br /> <h3 style="text-align: left;"> <div class="separator" style="clear: both; text-align: center;"> </div> Does your team know how to use the data? </h3> Finally, data can only be useful if your team knows how to interpret and use it. The most effective way to ensure that data is properly shared throughout the team — and that all employees have access to effective training — is to have a <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">documented data and analytics strategy</a>.<br /> <br /> More than half of the mainstream marketers we surveyed said their companies do not have adequate analyst-related resources. As a related benchmark, here’s how often our audience said they take action based on data:<br /> <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody> <tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQq6fxzVAiczzqm39N6RI9l53JbuJqpZe524vSuXK5y7GIa5UU32ISWNdTKuGi48yO2qsEOhOR9feJo_2iq5RbvU9zBvZgKmYta7f0JQP-GFVFUDKonbthZBRGHZdzEawPHdOj/s1600/google-mit-webinar-poll-2.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="800" data-original-width="1200" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQq6fxzVAiczzqm39N6RI9l53JbuJqpZe524vSuXK5y7GIa5UU32ISWNdTKuGi48yO2qsEOhOR9feJo_2iq5RbvU9zBvZgKmYta7f0JQP-GFVFUDKonbthZBRGHZdzEawPHdOj/s640/google-mit-webinar-poll-2.jpg" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;">Webinar attendee responses to the poll question: How often does your team take action based on data?</td></tr> </tbody></table> <br /> For your team to use data to make decisions at all levels, data literacy must be promoted throughout the organization.<br /> <br /> Every company will gather and use data differently — but no matter how mature your company is when it comes to using marketing data, this checklist will help you evaluate how effectively you’re using data.<br /> <br /> <div style="text-align: center;"> <strong>Watch the <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">complete webinar recording of “Marketers: Get Your Data House in Order”</a> to hear more from Google and MIT Sloan speakers.</strong><br /> <strong><br /></strong></div> <span style="font-size: x-small;">1,3,4,5 Econsultancy/Google, "The Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample), May 2017 2 Google Surveys, "2016-2017 Marketing Analytics Challenges and Goals", Base: 203 marketing executives who have analytics or data-driven initiatives, U.S., December 2016. </span><br /> <span style="font-size: x-small;"><br /></span> <span class="byline-author">Posted by Karen Budell, Content Marketing Manager, Google Analytics 360 Suite</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> Every organization has unique data needs, but leading organizations have one thing in common: They expect data to be useful. In fact, marketing leaders are 127% as likely as the mainstream to say that their <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">data and analytics strategy is useful</a> for decision-making at all levels.<sup><span style="font-size: x-small;">1</span></sup><br /> <br /> We shared more insights about usefulness — and other findings from new Econsultancy research conducted in partnership with Google — in a recent <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">webinar with MIT Sloan</a>, where marketers from companies of all sizes joined to learn how organizations around the world regularly turn insights into action.<br /> <br /> It goes without saying that the word “useful” can mean different things to different marketers. As you <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/" target="_blank">build a data strategy</a> that’s optimized for your business, there are a few helpful questions you can ask to frame your thinking.<br /> <br /> Use this quick checklist to get yourself on the right track — and <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">watch the webinar</a> to learn more about the research findings.<br /> <br /> <h3 style="text-align: left;"> Is your data organized? </h3> The amount of data useful to your company depends on the size of the company, but one thing is certain: only organized data is useful data.<br /> <br /> In <a href="https://www.thinkwithgoogle.com/articles/marketing-analytics-data-challenges-opportunities.html" target="_blank">another study</a>, 61% of marketing decision makers said they struggled to access or integrate the data they needed in 2016.<sup><span style="font-size: x-small;">2</span></sup> When gathering and analyzing data, it’s important to know how your data should be organized in order to know what to focus on. Data dispersed in different organizational silos will be difficult to sift through, let alone use to inform important decisions. Instead, <a href="https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">get data out of silos</a> and organize it so that it can be useful.<br /> <br /> <h3 style="text-align: left;"> <div class="separator" style="clear: both; text-align: center;"> </div> Is your data focused on the user?</h3> In our webinar, listeners learned that a user-centric approach — and the better understanding of your audience that comes with it — helps organizations handle the ever-increasing number of touchpoints in the customer journey and deliver more relevant, engaging experiences.<br /> <br /> Nearly 90% of leaders agree that understanding user journeys across channels and devices is critical to marketing success.<sup>3</sup> Any <a href="https://analytics.googleblog.com/2017/08/marketing-with-heart-of-data-mktg.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">data that allows marketers to better understand</a> these journeys is useful for decision-making.<br /> <br /> <h3 style="text-align: left;"> Is your data integrated?</h3> Our report with Econsultancy found that top companies place a greater emphasis on integrating their technology. Specifically, organizations with integrated marketing and advertising stacks are 37% more likely to say that their company <a href="https://www.thinkwithgoogle.com/data-collections/establishing-marketing-data-strategy-collection/" target="_blank">uses data to support decision-making</a> at all levels, compared to marketers without fully integrated technologies.<sup>4</sup><br /> <br /> Ask yourself: How and where does my business use data? During our webinar, we polled the audience to see in which areas of business the participants most commonly use data and analytics. See how you compare:<br /> <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody> <tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFYt7c7K7qysYU6WaTbE6X37BoeID6bbzwQA2y5J_OinqtC24FNlcjbJu1sU2khBh6go3sMsGJ1uFLxpl7XQ0entDgwXuCpFdJaSZKTXXb0nWrULp50E5vl7Q7iX4NQtiOEfl2/s1600/google-mit-webinar-poll-1.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="800" data-original-width="1200" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFYt7c7K7qysYU6WaTbE6X37BoeID6bbzwQA2y5J_OinqtC24FNlcjbJu1sU2khBh6go3sMsGJ1uFLxpl7XQ0entDgwXuCpFdJaSZKTXXb0nWrULp50E5vl7Q7iX4NQtiOEfl2/s640/google-mit-webinar-poll-1.jpg" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;">The live attendees of our webinar, "<a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">Get Your Data House in Order</a>," answered the question: In what areas of your business are you using data analytics?</td></tr> </tbody></table> <h3 style="text-align: left;"> <div class="separator" style="clear: both; text-align: center;"> </div> <br /> Do you have defined KPIs? </h3> Before you truly define what “useful” data means for you, you <a href="https://www.google.com/analytics/resources/shifting-measurement-focus-customer-lifetime-value.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">need to set KPIs</a>. In our Econsultancy study, 45% of all respondents say that unclear definitions of KPIs present a significant negative impact on their organizations, whereas leaders are 47% more likely than the mainstream to say that their data and analytics strategy includes how they define KPIs for paid media and (38% more likely for owned properties).<sup>5</sup><br /> <br /> The concept is simple: If you don’t know what you’re working toward, you can’t know what’s useful to you.<br /> <br /> <h3 style="text-align: left;"> <div class="separator" style="clear: both; text-align: center;"> </div> Does your team know how to use the data? </h3> Finally, data can only be useful if your team knows how to interpret and use it. The most effective way to ensure that data is properly shared throughout the team — and that all employees have access to effective training — is to have a <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">documented data and analytics strategy</a>.<br /> <br /> More than half of the mainstream marketers we surveyed said their companies do not have adequate analyst-related resources. As a related benchmark, here’s how often our audience said they take action based on data:<br /> <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody> <tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQq6fxzVAiczzqm39N6RI9l53JbuJqpZe524vSuXK5y7GIa5UU32ISWNdTKuGi48yO2qsEOhOR9feJo_2iq5RbvU9zBvZgKmYta7f0JQP-GFVFUDKonbthZBRGHZdzEawPHdOj/s1600/google-mit-webinar-poll-2.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" data-original-height="800" data-original-width="1200" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQq6fxzVAiczzqm39N6RI9l53JbuJqpZe524vSuXK5y7GIa5UU32ISWNdTKuGi48yO2qsEOhOR9feJo_2iq5RbvU9zBvZgKmYta7f0JQP-GFVFUDKonbthZBRGHZdzEawPHdOj/s640/google-mit-webinar-poll-2.jpg" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;">Webinar attendee responses to the poll question: How often does your team take action based on data?</td></tr> </tbody></table> <br /> For your team to use data to make decisions at all levels, data literacy must be promoted throughout the organization.<br /> <br /> Every company will gather and use data differently — but no matter how mature your company is when it comes to using marketing data, this checklist will help you evaluate how effectively you’re using data.<br /> <br /> <div style="text-align: center;"> <strong>Watch the <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=data-house-in-order-useful-checklist" target="_blank">complete webinar recording of “Marketers: Get Your Data House in Order”</a> to hear more from Google and MIT Sloan speakers.</strong><br /> <strong><br /></strong></div> <span style="font-size: x-small;">1,3,4,5 Econsultancy/Google, "The Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample), May 2017 2 Google Surveys, "2016-2017 Marketing Analytics Challenges and Goals", Base: 203 marketing executives who have analytics or data-driven initiatives, U.S., December 2016. </span><br /> <span style="font-size: x-small;"><br /></span> <span class="byline-author">Posted by Karen Budell, Content Marketing Manager, Google Analytics 360 Suite</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/10/useful-marketing-data-checklist-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Get Your Data House in Order: Our Checklist for Useful Marketing Data&url=https://analytics.googleblog.com/2017/10/useful-marketing-data-checklist-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/10/useful-marketing-data-checklist-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='1869556940812378883' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/09/new-streaming-google-analytics-data-for.html' itemprop='url' title='New: Streaming Google Analytics Data for BigQuery'> New: Streaming Google Analytics Data for BigQuery </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> September 20, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> Streaming data for BigQuery export is here. <br /> <br /> Today we're happy to announce that data for the Google Analytics BigQuery export can be streamed as often as every 10 minutes into Google Cloud. <br /> <br /> If you're a Google Analytics 360 client who wants to do current-day analysis, this means you can choose to send data to BigQuery up to six times per hour for almost real-time analysis and action. That’s a 48x improvement over the existing three-times-per-day exports. <br /> <br /> <strong>What can I do with streaming data delivery?</strong><br /> Many businesses use faster access to their data to identify and engage with clients who show an intent to convert. <br /> <br /> For example, it's well known that a good time to offer a discount to consumers is just after they've shown intent (like adding a product to their cart) but then abandoned the conversion funnel. An offer at that moment can bring back large numbers of consumers who then convert. In a case like this, it's critical to use the freshest data to identify those users in minutes and deploy the right campaign to bring them back. <br /> <br /> More frequent updates also help clients recognize and fix issues more quickly, and react to cultural trends in time to join the conversation. BigQuery is an important part of the process: it helps you join other datasets from CRM systems, call centers, or offline sales that are not available in Google Analytics today to gain greater context into those clients, issues, or emerging trends. <br /> <br /> When streaming data is combined with BigQuery's robust programmatic and statistical tools, predictive user models can capture a greater understanding of your audience ― and help you engage those users where and when they’re ready to convert. That means more sales opportunities and better returns on your investment. <br /> <br /> <strong>What's changing? </strong><br /> Those who opt in to streaming Google Analytics data into BigQuery will see data delivered to their selected BigQuery project as fast as every 10 minutes. <br /> <br /> Those who don't opt-in will continue to see data delivered just as it has been, arriving about every eight hours. <br /> <br /> <strong>Why is opt-in required?</strong><br /> The new export uses Cloud Streaming Service, which costs a little extra: $0.05 per GB (that is, "a nickel a gig"). The opt-in is our way of making sure nobody gets surprised by the additional cost. If you don't take any action, your account will continue to run as it does now, and there will be no added cost. <br /> <br /> <strong>What data is included?</strong><br /> Most data sent directly to Google Analytics is included. However, data pulled in from other sources like AdWords and DoubleClick, also referred to as “integration sources”, operate with additional requirements like fraud detection. That means that this data is purposefully delayed for your benefit and therefore exempt from this new streaming functionality. <br /> <br /> For further details on what is supported or not supported, please read the help center article <a href="https://support.google.com/analytics/answer/7084038" target="_blank">here</a>. <br /> <br /> <strong>How do I get started?</strong><br /> You can start receiving the more frequent data feeds by opting in. To do so, just visit the Google Analytics BigQuery linking page in the Property Admin section and choose the following option:<br /> <div class="separator" style="clear: both; text-align: left;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6RBl1DGXp0jMKsls0vUNLIdKry4nrO0Ie5Gon0hXD3zdKDDcT0rWOcikkNoUFs3PcQLQYGBLNkH9oyJrDXZKyke2btR7ASWuuptqr4NEWFu4HN1Bl8jc6t6t0VWsLbuZSjDK8/s1600/Screen+Shot+2017-09-18+at+2.39.29+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="228" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6RBl1DGXp0jMKsls0vUNLIdKry4nrO0Ie5Gon0hXD3zdKDDcT0rWOcikkNoUFs3PcQLQYGBLNkH9oyJrDXZKyke2btR7ASWuuptqr4NEWFu4HN1Bl8jc6t6t0VWsLbuZSjDK8/s640/Screen+Shot+2017-09-18+at+2.39.29+PM.png" width="640" /></a></div> <br /> You can also visit our <a href="https://support.google.com/analytics/answer/3416092" target="_blank">Help Center</a> for full details on this change and opt-in instructions. <br /> <br /> <span class="byline-author">Posted by Breen Baker, on behalf of the Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> Streaming data for BigQuery export is here. <br /> <br /> Today we're happy to announce that data for the Google Analytics BigQuery export can be streamed as often as every 10 minutes into Google Cloud. <br /> <br /> If you're a Google Analytics 360 client who wants to do current-day analysis, this means you can choose to send data to BigQuery up to six times per hour for almost real-time analysis and action. That’s a 48x improvement over the existing three-times-per-day exports. <br /> <br /> <strong>What can I do with streaming data delivery?</strong><br /> Many businesses use faster access to their data to identify and engage with clients who show an intent to convert. <br /> <br /> For example, it's well known that a good time to offer a discount to consumers is just after they've shown intent (like adding a product to their cart) but then abandoned the conversion funnel. An offer at that moment can bring back large numbers of consumers who then convert. In a case like this, it's critical to use the freshest data to identify those users in minutes and deploy the right campaign to bring them back. <br /> <br /> More frequent updates also help clients recognize and fix issues more quickly, and react to cultural trends in time to join the conversation. BigQuery is an important part of the process: it helps you join other datasets from CRM systems, call centers, or offline sales that are not available in Google Analytics today to gain greater context into those clients, issues, or emerging trends. <br /> <br /> When streaming data is combined with BigQuery's robust programmatic and statistical tools, predictive user models can capture a greater understanding of your audience ― and help you engage those users where and when they’re ready to convert. That means more sales opportunities and better returns on your investment. <br /> <br /> <strong>What's changing? </strong><br /> Those who opt in to streaming Google Analytics data into BigQuery will see data delivered to their selected BigQuery project as fast as every 10 minutes. <br /> <br /> Those who don't opt-in will continue to see data delivered just as it has been, arriving about every eight hours. <br /> <br /> <strong>Why is opt-in required?</strong><br /> The new export uses Cloud Streaming Service, which costs a little extra: $0.05 per GB (that is, "a nickel a gig"). The opt-in is our way of making sure nobody gets surprised by the additional cost. If you don't take any action, your account will continue to run as it does now, and there will be no added cost. <br /> <br /> <strong>What data is included?</strong><br /> Most data sent directly to Google Analytics is included. However, data pulled in from other sources like AdWords and DoubleClick, also referred to as “integration sources”, operate with additional requirements like fraud detection. That means that this data is purposefully delayed for your benefit and therefore exempt from this new streaming functionality. <br /> <br /> For further details on what is supported or not supported, please read the help center article <a href="https://support.google.com/analytics/answer/7084038" target="_blank">here</a>. <br /> <br /> <strong>How do I get started?</strong><br /> You can start receiving the more frequent data feeds by opting in. To do so, just visit the Google Analytics BigQuery linking page in the Property Admin section and choose the following option:<br /> <div class="separator" style="clear: both; text-align: left;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6RBl1DGXp0jMKsls0vUNLIdKry4nrO0Ie5Gon0hXD3zdKDDcT0rWOcikkNoUFs3PcQLQYGBLNkH9oyJrDXZKyke2btR7ASWuuptqr4NEWFu4HN1Bl8jc6t6t0VWsLbuZSjDK8/s1600/Screen+Shot+2017-09-18+at+2.39.29+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="228" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh6RBl1DGXp0jMKsls0vUNLIdKry4nrO0Ie5Gon0hXD3zdKDDcT0rWOcikkNoUFs3PcQLQYGBLNkH9oyJrDXZKyke2btR7ASWuuptqr4NEWFu4HN1Bl8jc6t6t0VWsLbuZSjDK8/s640/Screen+Shot+2017-09-18+at+2.39.29+PM.png" width="640" /></a></div> <br /> You can also visit our <a href="https://support.google.com/analytics/answer/3416092" target="_blank">Help Center</a> for full details on this change and opt-in instructions. <br /> <br /> <span class="byline-author">Posted by Breen Baker, on behalf of the Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/09/new-streaming-google-analytics-data-for.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:New: Streaming Google Analytics Data for BigQuery&url=https://analytics.googleblog.com/2017/09/new-streaming-google-analytics-data-for.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/09/new-streaming-google-analytics-data-for.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='839740359230940876' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/08/marketing-with-heart-of-data-mktg.html' itemprop='url' title='Marketing with a Heart of Data'> Marketing with a Heart of Data </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> August 24, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> At top companies, data drives strategies and daily decisions. Our <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-all-gbl-all-ga360-suite&utm_content=marketing-with-heart-of-data" target="_blank">new research with Econsultancy</a> shows that 60% of leading marketers routinely take action based on analytics, and are also 48% more likely than mainstream marketers to say their strategy is strongly data-driven.<sup>1</sup><br /> <br /> So, how can you help your organization feel data in its pulse? <a href="https://www.thinkwithgoogle.com/data-collections/establishing-marketing-data-strategy-collection/" target="_blank">Move beyond instinct and intuition</a> and put data at the heart of your marketing strategy to drive smarter decisions and produce better results.  <br /> <h3 style="text-align: left;"> <br /><strong>Get over your gut — and take data to heart</strong></h3> As a confident decision-maker, it’s natural to trust your gut. But unless your instincts are right every time, why not consult another source? According to our report, nearly 60% of leading marketers agree that decisions made with data have better outcomes than those made with gut instinct or experience, compared to just 36% of mainstream marketers.<sup>2</sup><br /> <br /> Data tells us things we may not want to hear. For example, maybe you thought last quarter’s campaign strategy would work again, but the data tells a different story. That’s why it’s important to take data to heart — in other words, to accept and trust what your analytics tell you. Marketing with a heart of data also means being comfortable enough with change to act on those insights. Leading marketers are 44% more likely than mainstream ones to say their company is “quite open to change.”<sup>3</sup> Is yours?<br /> <br /> <h3 style="text-align: left;"> <strong>Let data flow freely</strong></h3> It’s not enough for you to trust your data. For your data-driven marketing strategy to succeed, everyone’s heart has to be in it. Companies that <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/" target="_blank">invest in data and analytics at every level</a> empower their marketing organizations to make more informed choices and provide better customer experiences.<br /> <br /> But this alignment is impossible if only analysts have access to data. The solution? Help get everyone comfortable with using data in their decision-making. When data flows freely and everyone understands how to use it, analytics can pump insight and value into every decision, strategy, and team.<br /> <br /> It’s no wonder 93% of survey respondents agree that collaboration across marketing and analytics teams is essential to driving results.<sup>4</sup> In organizations where data is valued and accessible, anyone — and <a href="https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html" target="_blank">everyone — can uncover insights</a> and drive the business forward.<br /> <sup><br /></sup> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhm-NGJSMWHMsUO2WItMHKFFzvw_kKBAgC0246aMyLMQXVsCHE0Fmz12yUY9YvDMbqD2XZ5RmppJjh89CKkaJAjMovOAzD-6RDQhk8T6tcuiFUFyIkjvdP343HtfPLSuUrGwe79/s1600/econsultancy-google-open-access-claim.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="840" data-original-width="1600" height="336" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhm-NGJSMWHMsUO2WItMHKFFzvw_kKBAgC0246aMyLMQXVsCHE0Fmz12yUY9YvDMbqD2XZ5RmppJjh89CKkaJAjMovOAzD-6RDQhk8T6tcuiFUFyIkjvdP343HtfPLSuUrGwe79/s640/econsultancy-google-open-access-claim.png" width="640" /></a></div> <br /> <h3 style="text-align: left;"> <strong>Don’t forget your head</strong></h3> Even when your marketing organization has a healthy core, you’ll need the support of the C-suite to succeed and lead. After all, what good is a heart of data without a head of marketing?<br /> <br /> To secure executive buy-in, bring data insights to your meetings, calls, and conversations — use data to back up everything from big-idea budgets to email campaign optimizations. When executives receive <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/data-driven-marketing-technology-analytics-integration/" target="_blank">recommendations based on analytics</a>, they start to expect it.<br /> <br /> Two-thirds of survey respondents at leading companies say that being a more data-driven organization is a top goal for their CEO, compared to just half of respondents at mainstream organizations.<sup>5</sup> While your C-suite can set the right beat to propel innovation and collaboration, you can help keep the systems functioning to ensure data remains at the heart of your strategy.<br /> <br /> <strong>Download the <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-all-gbl-all-ga360-suite&utm_content=marketing-with-heart-of-data" target="_blank">full Econsultancy research report</a> here to learn how to build a truly data-driven culture.</strong> <br /> <strong><br /></strong> <br /> <span style="font-size: x-small;"><sup>1-5</sup> Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample)</span><br /> <br /> <span class="byline-author">Posted by Casey Carey, Director of Platforms & Publisher Marketing, Google</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> At top companies, data drives strategies and daily decisions. Our <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-all-gbl-all-ga360-suite&utm_content=marketing-with-heart-of-data" target="_blank">new research with Econsultancy</a> shows that 60% of leading marketers routinely take action based on analytics, and are also 48% more likely than mainstream marketers to say their strategy is strongly data-driven.<sup>1</sup><br /> <br /> So, how can you help your organization feel data in its pulse? <a href="https://www.thinkwithgoogle.com/data-collections/establishing-marketing-data-strategy-collection/" target="_blank">Move beyond instinct and intuition</a> and put data at the heart of your marketing strategy to drive smarter decisions and produce better results.  <br /> <h3 style="text-align: left;"> <br /><strong>Get over your gut — and take data to heart</strong></h3> As a confident decision-maker, it’s natural to trust your gut. But unless your instincts are right every time, why not consult another source? According to our report, nearly 60% of leading marketers agree that decisions made with data have better outcomes than those made with gut instinct or experience, compared to just 36% of mainstream marketers.<sup>2</sup><br /> <br /> Data tells us things we may not want to hear. For example, maybe you thought last quarter’s campaign strategy would work again, but the data tells a different story. That’s why it’s important to take data to heart — in other words, to accept and trust what your analytics tell you. Marketing with a heart of data also means being comfortable enough with change to act on those insights. Leading marketers are 44% more likely than mainstream ones to say their company is “quite open to change.”<sup>3</sup> Is yours?<br /> <br /> <h3 style="text-align: left;"> <strong>Let data flow freely</strong></h3> It’s not enough for you to trust your data. For your data-driven marketing strategy to succeed, everyone’s heart has to be in it. Companies that <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/" target="_blank">invest in data and analytics at every level</a> empower their marketing organizations to make more informed choices and provide better customer experiences.<br /> <br /> But this alignment is impossible if only analysts have access to data. The solution? Help get everyone comfortable with using data in their decision-making. When data flows freely and everyone understands how to use it, analytics can pump insight and value into every decision, strategy, and team.<br /> <br /> It’s no wonder 93% of survey respondents agree that collaboration across marketing and analytics teams is essential to driving results.<sup>4</sup> In organizations where data is valued and accessible, anyone — and <a href="https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html" target="_blank">everyone — can uncover insights</a> and drive the business forward.<br /> <sup><br /></sup> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhm-NGJSMWHMsUO2WItMHKFFzvw_kKBAgC0246aMyLMQXVsCHE0Fmz12yUY9YvDMbqD2XZ5RmppJjh89CKkaJAjMovOAzD-6RDQhk8T6tcuiFUFyIkjvdP343HtfPLSuUrGwe79/s1600/econsultancy-google-open-access-claim.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="840" data-original-width="1600" height="336" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhm-NGJSMWHMsUO2WItMHKFFzvw_kKBAgC0246aMyLMQXVsCHE0Fmz12yUY9YvDMbqD2XZ5RmppJjh89CKkaJAjMovOAzD-6RDQhk8T6tcuiFUFyIkjvdP343HtfPLSuUrGwe79/s640/econsultancy-google-open-access-claim.png" width="640" /></a></div> <br /> <h3 style="text-align: left;"> <strong>Don’t forget your head</strong></h3> Even when your marketing organization has a healthy core, you’ll need the support of the C-suite to succeed and lead. After all, what good is a heart of data without a head of marketing?<br /> <br /> To secure executive buy-in, bring data insights to your meetings, calls, and conversations — use data to back up everything from big-idea budgets to email campaign optimizations. When executives receive <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/data-driven-marketing-technology-analytics-integration/" target="_blank">recommendations based on analytics</a>, they start to expect it.<br /> <br /> Two-thirds of survey respondents at leading companies say that being a more data-driven organization is a top goal for their CEO, compared to just half of respondents at mainstream organizations.<sup>5</sup> While your C-suite can set the right beat to propel innovation and collaboration, you can help keep the systems functioning to ensure data remains at the heart of your strategy.<br /> <br /> <strong>Download the <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-all-gbl-all-ga360-suite&utm_content=marketing-with-heart-of-data" target="_blank">full Econsultancy research report</a> here to learn how to build a truly data-driven culture.</strong> <br /> <strong><br /></strong> <br /> <span style="font-size: x-small;"><sup>1-5</sup> Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample)</span><br /> <br /> <span class="byline-author">Posted by Casey Carey, Director of Platforms & Publisher Marketing, Google</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/08/marketing-with-heart-of-data-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Marketing with a Heart of Data&url=https://analytics.googleblog.com/2017/08/marketing-with-heart-of-data-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/08/marketing-with-heart-of-data-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='5705903040475149718' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html' itemprop='url' title='Three Ways to Get Data Out of Silos and Into Your Marketing Strategy'> Three Ways to Get Data Out of Silos and Into Your Marketing Strategy </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> August 10, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> There are a lot of ways to organize information. And the bigger a company is, the more complicated it can be for employees to find the right data, let alone know how best to use or share that information to make more-informed decisions.<br /> <br /> Chances are that some data is “hidden” in silos across your company. According to <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=how-to-break-down-data-silos" target="_blank">new research from Econsultancy</a> in partnership with Google, 86% of senior executives agree: eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.<sup><span style="font-size: xx-small;">1</span></sup><span style="font-family: "arial"; font-size: 11pt; white-space: pre-wrap;"> </span><br /> <br /> If teams don’t talk, or if your organization doesn’t have an <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/" target="_blank">integrated data strategy</a> to harness marketing, customer, and advertising data, information and ideas won’t flow freely. Here are three ways to break down data silos and get your organization on the path to a more collaborative, data-driven culture.<br /> <br /> <strong>1. Make data accessible — to everyone</strong><br /> If you have work to do to get your data house in order, you’re not alone: 61% of marketing decision-makers <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/marketing-analytics-data-challenges-opportunities/" target="_blank">struggled to access or integrate data</a> they needed last year.<sup><span style="font-size: xx-small;">2</span></sup><br /> <br /> The first step to making data more accessible is to outline a data strategy that identifies data owners and key points of contact for each information source. Next, define how to integrate data and related technologies, and provide standards and processes related to data security and privacy. Include guidelines for sharing data internally.<br /> <br /> Democratizing access to data and insights enables employees at all levels to check their gut — and that leads to better results. The same Econsultancy study found that marketing leaders are 1.6X as likely as their mainstream counterparts to strongly agree that <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/" target="_blank">open access to data</a> leads to higher business performance.<sup><span style="font-size: xx-small;">3</span></sup><br /> <strong><br /></strong> <blockquote class="tr_bq"> <strong>Watch our <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=how-to-break-down-data-silos" target="_blank">on-demand webinar</a> featuring new research and best practices in marketing data and analytics strategy from Google and MIT Sloan School of Management.</strong> </blockquote> <strong><br /></strong> <strong>2. Champion the value of data-driven insights over gut feelings</strong><br /> Once data is made available to marketing managers and business decision-makers, make sure you champion a data-first mindset with your team. Using data effectively is a key differentiator for marketers who are ahead of the curve.<br /> <br /> While a documented data and analytics strategy can provide a guide for all employees, support from the top helps set the tone. Nearly two-thirds of leading organizations say that their executives treat data-driven insights as more valuable than gut instinct.<sup><span style="font-size: xx-small;">4</span></sup><br /> <br /> C-suite buy-in and other champions across the company help reinforce a data-driven culture by giving teams stuck in silos a nudge to collaborate and share analytic insights. Even better, this environment should give teams the incentive to align or share goals since data is core to campaign plans and marketing strategy.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=how-to-break-down-data-silos" target="_blank"><img border="0" data-original-height="840" data-original-width="1600" height="336" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMGmJwlD91PjQqptXxgZnyIMzp5mMVc8jzGWxPWfpmt0l_7Ldbo1xtawQ4nnyEBx64yqQImi74XxFV1D8_zfomJr3U477Ve5hD7ya_LPHLcJym74g7JrjWN-k7K6iNwzYxj7xZ/s640/google-econsultancy-data-driven-insights-stat.png" width="640" /></a></div> <br /> <br /> <strong>3. Educate stakeholders on how to interpret the data</strong><br /> Having access to data is great, but if employees don’t know how to use it, the insights will remain isolated and unused. Consider this: 75% of marketers agree that lack of education and training on data and analytics is the biggest barrier to more business decisions being made based on data insights.<sup><span style="font-size: xx-small;">5</span></sup><br /> If a team is empowered with the right learnings, it will proactively integrate data rather than push it aside. Set up brown bag sessions or internal trainings, or provide employees access to <a href="https://analytics.google.com/analytics/academy/" target="_blank">self-paced learning modules</a>.<br /> <br /> Finally, consider pairing the “data evangelists” and <a href="https://analytics.googleblog.com/2017/03/why-your-testing-and-optimization-team.html" target="_blank">data storytellers</a> within your organization with different team members to identify areas of focus based on relevant business goals and the biggest opportunities.<br /> <br /> <br /> <div style="text-align: center;"> <strong>Download the Econsultancy report, “<a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=how-to-break-down-data-silos" target="_blank">The customer experience is written in data</a>,” to learn how successful brands put data at the center of their marketing strategies.</strong> </div> <br /> <br /> <sup><span style="font-size: xx-small;">1, 3, 4, 5</span></sup> <span style="font-size: x-small;">Google/Econsultancy, "The Customer Experience Is Written in Data", U.S., n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016; n=478 mainstream marketers (remainder of sample); May 2017. 2 Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016.</span><br /> <span style="font-size: x-small;"><sup><span style="font-size: xx-small;">2</span></sup> Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016. </span><br /> <br /> <span class="byline-author">Posted by Casey Carey, Director of Platforms & Publisher Marketing, Google </span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> There are a lot of ways to organize information. And the bigger a company is, the more complicated it can be for employees to find the right data, let alone know how best to use or share that information to make more-informed decisions.<br /> <br /> Chances are that some data is “hidden” in silos across your company. According to <a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=how-to-break-down-data-silos" target="_blank">new research from Econsultancy</a> in partnership with Google, 86% of senior executives agree: eliminating organizational silos is critical to expanding the use of data and analytics in decision-making.<sup><span style="font-size: xx-small;">1</span></sup><span style="font-family: "arial"; font-size: 11pt; white-space: pre-wrap;"> </span><br /> <br /> If teams don’t talk, or if your organization doesn’t have an <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/" target="_blank">integrated data strategy</a> to harness marketing, customer, and advertising data, information and ideas won’t flow freely. Here are three ways to break down data silos and get your organization on the path to a more collaborative, data-driven culture.<br /> <br /> <strong>1. Make data accessible — to everyone</strong><br /> If you have work to do to get your data house in order, you’re not alone: 61% of marketing decision-makers <a href="https://www.thinkwithgoogle.com/marketing-resources/data-measurement/marketing-analytics-data-challenges-opportunities/" target="_blank">struggled to access or integrate data</a> they needed last year.<sup><span style="font-size: xx-small;">2</span></sup><br /> <br /> The first step to making data more accessible is to outline a data strategy that identifies data owners and key points of contact for each information source. Next, define how to integrate data and related technologies, and provide standards and processes related to data security and privacy. Include guidelines for sharing data internally.<br /> <br /> Democratizing access to data and insights enables employees at all levels to check their gut — and that leads to better results. The same Econsultancy study found that marketing leaders are 1.6X as likely as their mainstream counterparts to strongly agree that <a href="https://www.thinkwithgoogle.com/marketing-resources/data-strategy-technology-marketing-analytics/" target="_blank">open access to data</a> leads to higher business performance.<sup><span style="font-size: xx-small;">3</span></sup><br /> <strong><br /></strong> <blockquote class="tr_bq"> <strong>Watch our <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=how-to-break-down-data-silos" target="_blank">on-demand webinar</a> featuring new research and best practices in marketing data and analytics strategy from Google and MIT Sloan School of Management.</strong> </blockquote> <strong><br /></strong> <strong>2. Champion the value of data-driven insights over gut feelings</strong><br /> Once data is made available to marketing managers and business decision-makers, make sure you champion a data-first mindset with your team. Using data effectively is a key differentiator for marketers who are ahead of the curve.<br /> <br /> While a documented data and analytics strategy can provide a guide for all employees, support from the top helps set the tone. Nearly two-thirds of leading organizations say that their executives treat data-driven insights as more valuable than gut instinct.<sup><span style="font-size: xx-small;">4</span></sup><br /> <br /> C-suite buy-in and other champions across the company help reinforce a data-driven culture by giving teams stuck in silos a nudge to collaborate and share analytic insights. Even better, this environment should give teams the incentive to align or share goals since data is core to campaign plans and marketing strategy.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://www.google.com/analytics/resources/webinar-improving-customer-journey-data-driven-marketing.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=how-to-break-down-data-silos" target="_blank"><img border="0" data-original-height="840" data-original-width="1600" height="336" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMGmJwlD91PjQqptXxgZnyIMzp5mMVc8jzGWxPWfpmt0l_7Ldbo1xtawQ4nnyEBx64yqQImi74XxFV1D8_zfomJr3U477Ve5hD7ya_LPHLcJym74g7JrjWN-k7K6iNwzYxj7xZ/s640/google-econsultancy-data-driven-insights-stat.png" width="640" /></a></div> <br /> <br /> <strong>3. Educate stakeholders on how to interpret the data</strong><br /> Having access to data is great, but if employees don’t know how to use it, the insights will remain isolated and unused. Consider this: 75% of marketers agree that lack of education and training on data and analytics is the biggest barrier to more business decisions being made based on data insights.<sup><span style="font-size: xx-small;">5</span></sup><br /> If a team is empowered with the right learnings, it will proactively integrate data rather than push it aside. Set up brown bag sessions or internal trainings, or provide employees access to <a href="https://analytics.google.com/analytics/academy/" target="_blank">self-paced learning modules</a>.<br /> <br /> Finally, consider pairing the “data evangelists” and <a href="https://analytics.googleblog.com/2017/03/why-your-testing-and-optimization-team.html" target="_blank">data storytellers</a> within your organization with different team members to identify areas of focus based on relevant business goals and the biggest opportunities.<br /> <br /> <br /> <div style="text-align: center;"> <strong>Download the Econsultancy report, “<a href="https://www.google.com/analytics/resources/report-econsultancy-google-the-customer-experience-is-written-in-data.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-suite&utm_content=how-to-break-down-data-silos" target="_blank">The customer experience is written in data</a>,” to learn how successful brands put data at the center of their marketing strategies.</strong> </div> <br /> <br /> <sup><span style="font-size: xx-small;">1, 3, 4, 5</span></sup> <span style="font-size: x-small;">Google/Econsultancy, "The Customer Experience Is Written in Data", U.S., n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016; n=478 mainstream marketers (remainder of sample); May 2017. 2 Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016.</span><br /> <span style="font-size: x-small;"><sup><span style="font-size: xx-small;">2</span></sup> Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016. </span><br /> <br /> <span class="byline-author">Posted by Casey Carey, Director of Platforms & Publisher Marketing, Google </span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Three Ways to Get Data Out of Silos and Into Your Marketing Strategy&url=https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/08/three-ways-to-get-data-out-of-silos-mktg.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='4427052226596426305' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/08/sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360-pmm.html' itemprop='url' title='Sigma Sport spins up 28% higher revenue with Google Optimize 360'> Sigma Sport spins up 28% higher revenue with Google Optimize 360 </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> August 9, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> If you’re a road cyclist or triathlete, chances are you know <a href="https://www.sigmasport.co.uk/" target="_blank">Sigma Sport</a>. This global retailer sells bikes, clothing, energy bars, anti-chafe balm and everything else you need to power your way through your next big event — or just enjoy your next friendly ride in the country.<br /> <br /> Recently Sigma Sport set out to address a vital need: to find more customers with high potential lifetime value. “Growth with high-value customers is key to our success,” says Nik Hill, the company’s Head of Digital. “We knew we needed to change our website experience to better engage these customers.”<br /> <br /> To reach its goal, Sigma Sport turned to its agency, the digital conversion specialists <a href="http://www.periscopix.co.uk/" target="_blank">Merkle | Periscopix</a>. And together they turned to <a href="https://www.google.com/analytics/optimize/?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-optimize&utm_content=sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360" target="_blank">Google Optimize 360</a>, part of the <a href="https://www.google.com/analytics/360-suite/#?modal_active=none?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-optimize&utm_content=sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360" target="_blank">Google Analytics 360 Suite</a>.<br /> <br /> Using Optimize 360, Merkle | Periscopix created an experiment where they replaced Sigma Sport’s homepage carousel with brand-specific images of the site’s three top-performing brands: Castelli, Specialized, and Assos. Then they targeted the experiment to the audiences they had already built in Analytics.<br /> <br /> This allowed Merkle | Periscopix to serve personalized experiences to fans of each brand. “We used the Analytics audience targeting feature in Optimize 360 to serve bespoke experiences to subsets of users,” says Shahina Meru, Associate Analytics Lead at Merkle | Periscopix. “We created three distinct Analytics audiences who had earlier bought or interacted with the top three brands, then used these as targeting rules in Optimize 360. Anyone who had looked at or bought a Specialized bike in the past, for instance, now saw Specialized products in their carousel.” <br /> <br /> <div class="separator" style="clear: both; text-align: center;"> </div> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmwyxt3DN6XZJ9b8XyO27LejB7PUIUpWy55mKPP4brh37aNuysq1Zdw_Bib5-UIFCgSp4RL7dsqnHweZju0pmLPZ9sd0B572Ly7cP46lAxvmxzn8YRVJU2RIscZRflFeu1WCWc/s1600/personalisation+%25283%2529.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="663" data-original-width="1600" height="264" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmwyxt3DN6XZJ9b8XyO27LejB7PUIUpWy55mKPP4brh37aNuysq1Zdw_Bib5-UIFCgSp4RL7dsqnHweZju0pmLPZ9sd0B572Ly7cP46lAxvmxzn8YRVJU2RIscZRflFeu1WCWc/s640/personalisation+%25283%2529.png" width="640" /></a></div> <br /> When Sigma Sport tested its new personalized home page, they saw right away that it was a hit with users. The experiment drove a 28% rise in revenue and a 32% increase in e-commerce conversion rate during the experiment. In fact, Sigma Sport saw uplift across the entire customer journey with a 90%+ probability to beat the baseline.<br /> <br /> The bottom line: Personalization worked, both for bike-shopping customers and for Sigma Sport. Now Merkle | Periscopix is looking for more ways to enhance user experience with personalization from Analytics and Optimize 360.<br /> <br /> <div style="text-align: center;"> <b>>><a href="http://services.google.com/fh/files/misc/case-study-sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360.pdf" target="_blank">Read the full case study here</a><<</b></div> <br /> <span class="byline-author">Posted by Tiffany Siu, Product Marketing Manager, Google Optimize 360 </span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> If you’re a road cyclist or triathlete, chances are you know <a href="https://www.sigmasport.co.uk/" target="_blank">Sigma Sport</a>. This global retailer sells bikes, clothing, energy bars, anti-chafe balm and everything else you need to power your way through your next big event — or just enjoy your next friendly ride in the country.<br /> <br /> Recently Sigma Sport set out to address a vital need: to find more customers with high potential lifetime value. “Growth with high-value customers is key to our success,” says Nik Hill, the company’s Head of Digital. “We knew we needed to change our website experience to better engage these customers.”<br /> <br /> To reach its goal, Sigma Sport turned to its agency, the digital conversion specialists <a href="http://www.periscopix.co.uk/" target="_blank">Merkle | Periscopix</a>. And together they turned to <a href="https://www.google.com/analytics/optimize/?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-optimize&utm_content=sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360" target="_blank">Google Optimize 360</a>, part of the <a href="https://www.google.com/analytics/360-suite/#?modal_active=none?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q3-gbl-all-ga360-optimize&utm_content=sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360" target="_blank">Google Analytics 360 Suite</a>.<br /> <br /> Using Optimize 360, Merkle | Periscopix created an experiment where they replaced Sigma Sport’s homepage carousel with brand-specific images of the site’s three top-performing brands: Castelli, Specialized, and Assos. Then they targeted the experiment to the audiences they had already built in Analytics.<br /> <br /> This allowed Merkle | Periscopix to serve personalized experiences to fans of each brand. “We used the Analytics audience targeting feature in Optimize 360 to serve bespoke experiences to subsets of users,” says Shahina Meru, Associate Analytics Lead at Merkle | Periscopix. “We created three distinct Analytics audiences who had earlier bought or interacted with the top three brands, then used these as targeting rules in Optimize 360. Anyone who had looked at or bought a Specialized bike in the past, for instance, now saw Specialized products in their carousel.” <br /> <br /> <div class="separator" style="clear: both; text-align: center;"> </div> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmwyxt3DN6XZJ9b8XyO27LejB7PUIUpWy55mKPP4brh37aNuysq1Zdw_Bib5-UIFCgSp4RL7dsqnHweZju0pmLPZ9sd0B572Ly7cP46lAxvmxzn8YRVJU2RIscZRflFeu1WCWc/s1600/personalisation+%25283%2529.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="663" data-original-width="1600" height="264" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmwyxt3DN6XZJ9b8XyO27LejB7PUIUpWy55mKPP4brh37aNuysq1Zdw_Bib5-UIFCgSp4RL7dsqnHweZju0pmLPZ9sd0B572Ly7cP46lAxvmxzn8YRVJU2RIscZRflFeu1WCWc/s640/personalisation+%25283%2529.png" width="640" /></a></div> <br /> When Sigma Sport tested its new personalized home page, they saw right away that it was a hit with users. The experiment drove a 28% rise in revenue and a 32% increase in e-commerce conversion rate during the experiment. In fact, Sigma Sport saw uplift across the entire customer journey with a 90%+ probability to beat the baseline.<br /> <br /> The bottom line: Personalization worked, both for bike-shopping customers and for Sigma Sport. Now Merkle | Periscopix is looking for more ways to enhance user experience with personalization from Analytics and Optimize 360.<br /> <br /> <div style="text-align: center;"> <b>>><a href="http://services.google.com/fh/files/misc/case-study-sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360.pdf" target="_blank">Read the full case study here</a><<</b></div> <br /> <span class="byline-author">Posted by Tiffany Siu, Product Marketing Manager, Google Optimize 360 </span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/08/sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360-pmm.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Sigma Sport spins up 28% higher revenue with Google Optimize 360&url=https://analytics.googleblog.com/2017/08/sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360-pmm.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/08/sigma-sport-spins-up-28percent-higher-revenue-with-google-optimize-360-pmm.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='4582951224317641639' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/07/ask-question-get-answer-in-google.html' itemprop='url' title='Ask a question, get an answer in Google Analytics'> Ask a question, get an answer in Google Analytics </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> July 18, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> What if getting answers about your key business metrics was as easy as asking a question in plain English? What if you could simply say, "How many new users did we have from organic search on mobile last week?" ― and get an answer right away?<br /> <br /> Today, Google Analytics is taking a step toward that future.  Know what data you need and want it quickly? Just ask Google Analytics and get your answer. <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLM2X8mqtSn9FAqhW0buVeBSB6rkGVlQVTBwE7M25c-C5cnFeNt8mLmTV-5pkciOVjzFOshEErLEguQhXYR_i8XAAhfGScFPLlxwbntSxwaqRRsqRrPgJTc_ClVmlol7dDMqQO/s1600/NY557+-+Gif+-+360p+%25281%2529.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLM2X8mqtSn9FAqhW0buVeBSB6rkGVlQVTBwE7M25c-C5cnFeNt8mLmTV-5pkciOVjzFOshEErLEguQhXYR_i8XAAhfGScFPLlxwbntSxwaqRRsqRrPgJTc_ClVmlol7dDMqQO/s640/NY557+-+Gif+-+360p+%25281%2529.gif" width="640" /></a></div> This feature, which uses the same natural language processing technology available across Google products like Android and Search, is rolling out now and will become available in English to all Google Analytics users over the next few weeks. <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiflLtmW55_xSRtBFywl7kre16P8f4uIWSdGEsMwE_DRKE66OpXkrutFFsSITH8c9VyuST2ZFRqepiGHA33-4kY12aKfi_TCq7-UIf7-WG8QvkAv1Q_jRPXhPfuBe8p-xJcdkV2/s1600/Analytics+Intelligence+img+%25282%2529.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="638" data-original-width="1091" height="374" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiflLtmW55_xSRtBFywl7kre16P8f4uIWSdGEsMwE_DRKE66OpXkrutFFsSITH8c9VyuST2ZFRqepiGHA33-4kY12aKfi_TCq7-UIf7-WG8QvkAv1Q_jRPXhPfuBe8p-xJcdkV2/s640/Analytics+Intelligence+img+%25282%2529.png" width="640" /></a></div> The ability to ask questions is part of Analytics Intelligence, a set of features in Google Analytics that use machine learning to help you better understand and act on your analytics data. Analytics Intelligence also includes existing machine learning capabilities like <a href="https://analytics.googleblog.com/2016/09/explore-important-insights-from-your.html" target="_blank">automated insights</a> (now available on both web and the mobile app), <a href="https://support.google.com/analytics/answer/4628577?hl=en" target="_blank">smart lists</a>, <a href="https://support.google.com/analytics/answer/6153083?hl=en" target="_blank">smart goals</a>, and <a href="https://support.google.com/analytics/answer/7303153?hl=en" target="_blank">session quality</a>.<br /> <br /> <strong>How it Works</strong><br /> We've talked to web analysts who say they spend half their time answering basic analytics questions for other people in their organization. In fact, a <a href="https://www.google.com/analytics/resources/whitepaper-discover-how-marketing-analytics-increases-business-performance.html" target="_blank">recent report</a> from Forrester found that 57% of marketers find it difficult to give their stakeholders in different functions access to their data and insights. Asking questions in Analytics Intelligence can help everyone get their answers directly in the product ― so team members get what they need faster, and analysts can spend their valuable time on deeper research and discovery. <br /> Try it! This short video will give you a feel for how it works: <iframe allowfullscreen="" frameborder="0" height="360" src="https://www.youtube.com/embed/Y_NrnMETM3c" width="640"></iframe> <br /> <table style="width: 95%;"> <tbody> <tr> <td><center> <em>“Analytics Intelligence enables those users who aren’t too familiar with Google Analytics to access and make use of the data within their business’ account. Democratising data in this way can only be a good thing for everyone involved in Google Analytics!”</em><br /> Joe Whitehead, Analytics Consultant, Merkle | Periscopix</center> </td> </tr> </tbody></table> <br /> <br /> Beyond answering your questions, Analytics Intelligence also surfaces new opportunities for you through <a href="https://analytics.googleblog.com/2016/09/explore-important-insights-from-your.html" target="_blank">automated insights</a>, now available in the web interface as well as in the <a href="https://www.google.com/analytics/analytics/app/" target="_blank">mobile app</a>. These insights can show spikes or drops in metrics like revenue or session duration, tipping you off to issues that you may need to investigate further. Insights may also present opportunities to improve key metrics by following specific recommendations. For example, a chance to improve bounce rate by reducing a page's load time, or the potential to boost conversion rate by adding a new keyword to your AdWords campaign.<br /> <br /> To ask questions and get automated insights from Analytics Intelligence in our web interface, click the Intelligence button to open a side panel. In the Google Analytics mobile app for <a href="https://play.google.com/store/apps/details?id=com.google.android.apps.giant&referrer=utm_source%3Dreferral%2520%26utm_medium%3Dblog%26utm_term%3DinsightsPost%26utm_campaign%3DinsightsBlogPost" target="_blank">Android</a> and <a href="https://itunes.apple.com/app/apple-store/id881599038?mt=8" target="_blank">iOS</a>, tap the Intelligence icon in the upper right-hand corner of most screens. <a href="https://support.google.com/analytics/answer/7347597" target="_blank">Check out this article</a> to learn more about the types of questions you can ask today. <br /> <br /> <strong>Help us Learn</strong><br /> Our Intelligence system gets even smarter over time as it learns which questions and insights users are interested in. In that spirit, we need your help: After you ask questions or look at insights, please leave feedback at the bottom of the card.<br /> <br /> Your answers will help us train Analytics Intelligence to be more useful.<br /> <br /> Our goal is to help you get more insights to more people, <u>faster</u>. That way everyone can get to the good stuff: creating amazing experiences that make customers happier and help you grow your business.<br /> Happy Analyzing! <br /> <br /> <span class="byline-author">Posted by Annissa Alusi, Ajay Nainani, and the Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> What if getting answers about your key business metrics was as easy as asking a question in plain English? What if you could simply say, "How many new users did we have from organic search on mobile last week?" ― and get an answer right away?<br /> <br /> Today, Google Analytics is taking a step toward that future.  Know what data you need and want it quickly? Just ask Google Analytics and get your answer. <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLM2X8mqtSn9FAqhW0buVeBSB6rkGVlQVTBwE7M25c-C5cnFeNt8mLmTV-5pkciOVjzFOshEErLEguQhXYR_i8XAAhfGScFPLlxwbntSxwaqRRsqRrPgJTc_ClVmlol7dDMqQO/s1600/NY557+-+Gif+-+360p+%25281%2529.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="640" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLM2X8mqtSn9FAqhW0buVeBSB6rkGVlQVTBwE7M25c-C5cnFeNt8mLmTV-5pkciOVjzFOshEErLEguQhXYR_i8XAAhfGScFPLlxwbntSxwaqRRsqRrPgJTc_ClVmlol7dDMqQO/s640/NY557+-+Gif+-+360p+%25281%2529.gif" width="640" /></a></div> This feature, which uses the same natural language processing technology available across Google products like Android and Search, is rolling out now and will become available in English to all Google Analytics users over the next few weeks. <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiflLtmW55_xSRtBFywl7kre16P8f4uIWSdGEsMwE_DRKE66OpXkrutFFsSITH8c9VyuST2ZFRqepiGHA33-4kY12aKfi_TCq7-UIf7-WG8QvkAv1Q_jRPXhPfuBe8p-xJcdkV2/s1600/Analytics+Intelligence+img+%25282%2529.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="638" data-original-width="1091" height="374" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiflLtmW55_xSRtBFywl7kre16P8f4uIWSdGEsMwE_DRKE66OpXkrutFFsSITH8c9VyuST2ZFRqepiGHA33-4kY12aKfi_TCq7-UIf7-WG8QvkAv1Q_jRPXhPfuBe8p-xJcdkV2/s640/Analytics+Intelligence+img+%25282%2529.png" width="640" /></a></div> The ability to ask questions is part of Analytics Intelligence, a set of features in Google Analytics that use machine learning to help you better understand and act on your analytics data. Analytics Intelligence also includes existing machine learning capabilities like <a href="https://analytics.googleblog.com/2016/09/explore-important-insights-from-your.html" target="_blank">automated insights</a> (now available on both web and the mobile app), <a href="https://support.google.com/analytics/answer/4628577?hl=en" target="_blank">smart lists</a>, <a href="https://support.google.com/analytics/answer/6153083?hl=en" target="_blank">smart goals</a>, and <a href="https://support.google.com/analytics/answer/7303153?hl=en" target="_blank">session quality</a>.<br /> <br /> <strong>How it Works</strong><br /> We've talked to web analysts who say they spend half their time answering basic analytics questions for other people in their organization. In fact, a <a href="https://www.google.com/analytics/resources/whitepaper-discover-how-marketing-analytics-increases-business-performance.html" target="_blank">recent report</a> from Forrester found that 57% of marketers find it difficult to give their stakeholders in different functions access to their data and insights. Asking questions in Analytics Intelligence can help everyone get their answers directly in the product ― so team members get what they need faster, and analysts can spend their valuable time on deeper research and discovery. <br /> Try it! This short video will give you a feel for how it works: <iframe allowfullscreen="" frameborder="0" height="360" src="https://www.youtube.com/embed/Y_NrnMETM3c" width="640"></iframe> <br /> <table style="width: 95%;"> <tbody> <tr> <td><center> <em>“Analytics Intelligence enables those users who aren’t too familiar with Google Analytics to access and make use of the data within their business’ account. Democratising data in this way can only be a good thing for everyone involved in Google Analytics!”</em><br /> Joe Whitehead, Analytics Consultant, Merkle | Periscopix</center> </td> </tr> </tbody></table> <br /> <br /> Beyond answering your questions, Analytics Intelligence also surfaces new opportunities for you through <a href="https://analytics.googleblog.com/2016/09/explore-important-insights-from-your.html" target="_blank">automated insights</a>, now available in the web interface as well as in the <a href="https://www.google.com/analytics/analytics/app/" target="_blank">mobile app</a>. These insights can show spikes or drops in metrics like revenue or session duration, tipping you off to issues that you may need to investigate further. Insights may also present opportunities to improve key metrics by following specific recommendations. For example, a chance to improve bounce rate by reducing a page's load time, or the potential to boost conversion rate by adding a new keyword to your AdWords campaign.<br /> <br /> To ask questions and get automated insights from Analytics Intelligence in our web interface, click the Intelligence button to open a side panel. In the Google Analytics mobile app for <a href="https://play.google.com/store/apps/details?id=com.google.android.apps.giant&referrer=utm_source%3Dreferral%2520%26utm_medium%3Dblog%26utm_term%3DinsightsPost%26utm_campaign%3DinsightsBlogPost" target="_blank">Android</a> and <a href="https://itunes.apple.com/app/apple-store/id881599038?mt=8" target="_blank">iOS</a>, tap the Intelligence icon in the upper right-hand corner of most screens. <a href="https://support.google.com/analytics/answer/7347597" target="_blank">Check out this article</a> to learn more about the types of questions you can ask today. <br /> <br /> <strong>Help us Learn</strong><br /> Our Intelligence system gets even smarter over time as it learns which questions and insights users are interested in. In that spirit, we need your help: After you ask questions or look at insights, please leave feedback at the bottom of the card.<br /> <br /> Your answers will help us train Analytics Intelligence to be more useful.<br /> <br /> Our goal is to help you get more insights to more people, <u>faster</u>. That way everyone can get to the good stuff: creating amazing experiences that make customers happier and help you grow your business.<br /> Happy Analyzing! <br /> <br /> <span class="byline-author">Posted by Annissa Alusi, Ajay Nainani, and the Google Analytics team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/07/ask-question-get-answer-in-google.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Ask a question, get an answer in Google Analytics&url=https://analytics.googleblog.com/2017/07/ask-question-get-answer-in-google.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/07/ask-question-get-answer-in-google.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='1907100408863819248' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/06/mercadolibre-uses-unique-audience-insights-from-analytics-360-cs.html' itemprop='url' title='MercadoLibre uses unique audience insights from Analytics 360 to raise ad RPMs by 60% '> MercadoLibre uses unique audience insights from Analytics 360 to raise ad RPMs by 60% </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> June 14, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> Washing machines and welding masks, comic books and baby strollers: just about everything is for sale on <a href="http://www.mercadolibre.com/" target="_blank"><strong>MercadoLibre</strong></a>. It's one of Latin America's biggest e-commerce sites, with 130 million registered users and an average of 4.6 purchases made every second of the day. What better place for an advertiser to reach a huge audience with sure-fire purchase intent?<br /> <br /> To help their advertisers improve their <a href="https://www.doubleclickbygoogle.com/articles/buyers-guide-programmatic-direct/" target="_blank">programmatic direct campaigns</a>, MercadoLibre used <a href="https://www.google.com/analytics/analytics/#?modal_active=none?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q2-gbl-all-ga360-analytics&utm_content=case-study-mercadolibre" target="_blank">Google Analytics 360</a>, part of the <a href="https://www.google.com/analytics/360-suite/#?modal_active=none?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q2-gbl-all-ga360-analytics&utm_content=case-study-mercadolibre" target="_blank">Google Analytics 360 Suite</a>, to turn their first-party data into tailored audience segments.<br /> <br /> "We want to help our advertisers do well," says Valeria Vinitski, Advertising Business Unit Director at MercadoLibre. "So we made use of our biggest media asset: our data. With over 150 million users, we have unique insights into the shopper journey. Integrating with <a href="https://www.doubleclickbygoogle.com/solutions/revenue-management/dfp/" target="_blank">DoubleClick for Publishers</a> and Google Analytics 360 helped us create precise audience segments that are perfect for our clients' campaigns."<br /> <br /> MercadoLibre started by creating audience segments for popular product lines like cell phones, cameras, and cars, and then made those Analytics 360 segments available to advertisers. Advertisers using <a href="https://www.doubleclickbygoogle.com/solutions/digital-marketing/bid-manager/" target="_blank">DoubleClick Bid Manager</a> could then negotiate the impression volumes they wanted at fixed CPMs for each of their priority segments.<br /> <br /> With these <a href="https://www.doubleclickbygoogle.com/articles/programmatic-guaranteed-available-advertisers-and-publishers-globally/" target="_blank">Programmatic Guaranteed deals</a>, advertisers are guaranteed reach and precision, as their ads are targeted to well-defined audiences that are more likely to buy their products. Ads can be tailored for each segment, boosting their effectiveness even more.<br /> <br /> The results have been a win-win all around. The new campaigns have produced revenue per 1,000 sessions (RPMs) that are <strong>60% higher</strong> than standard campaigns. Thanks to this new premium audience strategy, programmatic deals now account for <strong>35%</strong> of MercadoLibre’s programmatic revenue.<br /> <br /> MercadoLibre’s clients are also seeing great results. Magazine Luiza — one of the largest retailers in Brazil — found during a recent multi-publisher campaign that <strong>23%</strong> of all its conversions could be attributed to MercadoLibre, and more than <strong>25%</strong> of all revenue generated was from audiences exposed to the targeted Programmatic Guaranteed ads on MercadoLibre. The campaign drove a great deal of new customer acquisition for Magazine Luiza, with <strong>40%</strong> of those new customers being first-time visitors.<br /> <br /> "If we want to deliver better ad experiences, we need to use all our capabilities, data, and ad formats, no matter the sales channel," says Valeria. "Programmatic deals help us optimize our resources and save time while reaching marketing budgets from main brands that we otherwise wouldn't be able to gain."<br /> <br /> Your site may not have 150 million users (yet), but whatever its size, Analytics 360 can help you boost revenues. Curious to learn more? <a href="https://services.google.com/fh/files/misc/case-study-mercadolibre-delivers-audience-precision-in-programmatic-guaranteed-deals.pdf" target="_blank">See the full MercadoLibre story.</a><br /> <br /> <span class="byline-author">Posted by The Google Analytics 360 Suite team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> Washing machines and welding masks, comic books and baby strollers: just about everything is for sale on <a href="http://www.mercadolibre.com/" target="_blank"><strong>MercadoLibre</strong></a>. It's one of Latin America's biggest e-commerce sites, with 130 million registered users and an average of 4.6 purchases made every second of the day. What better place for an advertiser to reach a huge audience with sure-fire purchase intent?<br /> <br /> To help their advertisers improve their <a href="https://www.doubleclickbygoogle.com/articles/buyers-guide-programmatic-direct/" target="_blank">programmatic direct campaigns</a>, MercadoLibre used <a href="https://www.google.com/analytics/analytics/#?modal_active=none?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q2-gbl-all-ga360-analytics&utm_content=case-study-mercadolibre" target="_blank">Google Analytics 360</a>, part of the <a href="https://www.google.com/analytics/360-suite/#?modal_active=none?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q2-gbl-all-ga360-analytics&utm_content=case-study-mercadolibre" target="_blank">Google Analytics 360 Suite</a>, to turn their first-party data into tailored audience segments.<br /> <br /> "We want to help our advertisers do well," says Valeria Vinitski, Advertising Business Unit Director at MercadoLibre. "So we made use of our biggest media asset: our data. With over 150 million users, we have unique insights into the shopper journey. Integrating with <a href="https://www.doubleclickbygoogle.com/solutions/revenue-management/dfp/" target="_blank">DoubleClick for Publishers</a> and Google Analytics 360 helped us create precise audience segments that are perfect for our clients' campaigns."<br /> <br /> MercadoLibre started by creating audience segments for popular product lines like cell phones, cameras, and cars, and then made those Analytics 360 segments available to advertisers. Advertisers using <a href="https://www.doubleclickbygoogle.com/solutions/digital-marketing/bid-manager/" target="_blank">DoubleClick Bid Manager</a> could then negotiate the impression volumes they wanted at fixed CPMs for each of their priority segments.<br /> <br /> With these <a href="https://www.doubleclickbygoogle.com/articles/programmatic-guaranteed-available-advertisers-and-publishers-globally/" target="_blank">Programmatic Guaranteed deals</a>, advertisers are guaranteed reach and precision, as their ads are targeted to well-defined audiences that are more likely to buy their products. Ads can be tailored for each segment, boosting their effectiveness even more.<br /> <br /> The results have been a win-win all around. The new campaigns have produced revenue per 1,000 sessions (RPMs) that are <strong>60% higher</strong> than standard campaigns. Thanks to this new premium audience strategy, programmatic deals now account for <strong>35%</strong> of MercadoLibre’s programmatic revenue.<br /> <br /> MercadoLibre’s clients are also seeing great results. Magazine Luiza — one of the largest retailers in Brazil — found during a recent multi-publisher campaign that <strong>23%</strong> of all its conversions could be attributed to MercadoLibre, and more than <strong>25%</strong> of all revenue generated was from audiences exposed to the targeted Programmatic Guaranteed ads on MercadoLibre. The campaign drove a great deal of new customer acquisition for Magazine Luiza, with <strong>40%</strong> of those new customers being first-time visitors.<br /> <br /> "If we want to deliver better ad experiences, we need to use all our capabilities, data, and ad formats, no matter the sales channel," says Valeria. "Programmatic deals help us optimize our resources and save time while reaching marketing budgets from main brands that we otherwise wouldn't be able to gain."<br /> <br /> Your site may not have 150 million users (yet), but whatever its size, Analytics 360 can help you boost revenues. Curious to learn more? <a href="https://services.google.com/fh/files/misc/case-study-mercadolibre-delivers-audience-precision-in-programmatic-guaranteed-deals.pdf" target="_blank">See the full MercadoLibre story.</a><br /> <br /> <span class="byline-author">Posted by The Google Analytics 360 Suite team</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/06/mercadolibre-uses-unique-audience-insights-from-analytics-360-cs.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:MercadoLibre uses unique audience insights from Analytics 360 to raise ad RPMs by 60% &url=https://analytics.googleblog.com/2017/06/mercadolibre-uses-unique-audience-insights-from-analytics-360-cs.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/06/mercadolibre-uses-unique-audience-insights-from-analytics-360-cs.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='7520488358226481649' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/03/why-your-testing-and-optimization-team.html' itemprop='url' title='Why Your Testing and Optimization Team Needs a Data Storyteller'> Why Your Testing and Optimization Team Needs a Data Storyteller </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> March 29, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> If a test happens on your website and nobody hears about it, does it make a sound?<br /> <br /> Not to get too philosophical, but that's one of the big challenges of building a culture of growth and optimization: getting the word out. That's why a <strong>data storyteller</strong> is one of the key members of any testing team.<br /> <br /> In fact, “communication and data storytelling” was noted as a critical skill for a <a href="https://www.thinkwithgoogle.com/articles/marketing-optimization-testing-launch-growth.html" target="_blank">person who leads testing</a> and optimization efforts, according to a survey of marketing leaders who conduct tests and online experiments.<sup><span style="font-size: xx-small;">1</span></sup> The must-have skills rounding out the top three were leadership and, the obvious, analytics.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8NS-N_25sKceT_i3lZFFzwun4b5RWKyYj29A8cfC0vcdOknXfmVJz6OplcholwQ6ZQU_mtQ767-adWmalS9QyMdlLn9s6YduOWecJqjsMjWbvnlEMbvSMHMuv7-mSlp-7TiJa/s1600/ga360-optimization-essential-skills.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="358" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8NS-N_25sKceT_i3lZFFzwun4b5RWKyYj29A8cfC0vcdOknXfmVJz6OplcholwQ6ZQU_mtQ767-adWmalS9QyMdlLn9s6YduOWecJqjsMjWbvnlEMbvSMHMuv7-mSlp-7TiJa/s640/ga360-optimization-essential-skills.gif" width="640" /></a></div> <br /> <br /> A data storyteller is part numbers-cruncher, part internal marketer, and part ace correspondent from the testing trenches. He or she is someone who can take the sheer data of testing — the stacks of numbers, the fractional wins and losses, the stream of daily choices — and turn it into a narrative that will excite the team, the office, and (especially) the C-suite.<br /> <br /> Storytelling doesn't just mean bragging about successes. It can also mean <a href="https://www.thinkwithgoogle.com/articles/benefits-of-failure-marketing-analytics.html" target="_blank">sharing failures</a> and other less-than-optimal outcomes. The point is not just to highlight wins: it's to reinforce a culture of growth, to generate interest in experimentation, and to explain <a href="https://analytics.googleblog.com/2017/02/what-does-good-website-test-look-like.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=why-you-need-data-storytellers" target="_blank">why testing is so good</a> for the company.<br /> <br /> "Our test success rate is about 10%," says Jesse Nichols, Head of Growth for <a href="https://youtu.be/Dku4l6dcVw0?list=PLI5YfMzCfRtbF0tpaaWXO4jGLTKBZwDCU" target="_blank">Nest</a>. "We learn something from all our tests, but only one in 10 results in some kind of meaningful improvement." That means that a big part of the data storyteller's job is to keep people interested in testing and show them the value.<br /> <br /> <div style="text-align: center;"> <h3> Watch our on-demand webinar “<a href="https://www.google.com/analytics/resources/webinar-test-with-success-even-when-you-fail.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=why-you-need-data-storytellers" target="_blank">Test with success — even when you fail</a>” to hear more testing and optimization tips.</h3> </div> <br /> If you're the data storyteller for your team, here are three points to remember:<br /> <ul style="text-align: left;"> <li><strong>Take the long view.</strong>  Gaining support for testing is like rolling a rock up a hill: slow going at first, but once you cross the summit the momentum will take over fast. It takes time, so lay the groundwork with lots of short reports. Don't wait to make formal presentations: Look for chances to drop your message into weekly wrap-ups and other group forums. In short, don’t be afraid to over-communicate. </li> <li><strong>Be specific.</strong> It's better to present one great number than 10 so-so ones. Think mosaic rather than mural: Look for specific stories that can represent your larger efforts and broader plans. </li> <li><strong>Keep your eye on the bottom line.</strong> In the end, that's what it's all about. You may be thrilled that a call-to-action change from "see more" to "learn more" increased clicks by .03%, but what will really get the CMO and other executives interested is <a href="https://analytics.googleblog.com/2017/03/lessons-learned-testing-and.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=why-you-need-data-storytellers" target="_blank">moving the profit needle</a>. As a litmus test, ask yourself, “So what?” If your story doesn’t clearly answer the question in terms the audience cares about, consider giving it a rewrite. </li> </ul> And remember that it won't always be small victories. "The things you're so sure are going to work are the ones that go nowhere," says Jesse. "Then you do a throwaway test and it makes the company an extra $500,000." That's a story that everyone will want to hear.<br /> <br /> <h3 style="text-align: left;"> <div style="text-align: center;"> <strong style="text-align: left;"></strong><br /> <div style="display: inline !important; text-align: center;"> <strong style="text-align: left;"><strong>Download our eBook <a href="https://www.google.com/analytics/resources/ebook-how-to-build-culture-of-growth.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=why-you-need-data-storytellers" target="_blank">How to Build a Culture of Growth</a> to learn more best practices on testing and optimization.</strong></strong></div> <strong style="text-align: left;"> </strong></div> </h3> <br /> <span style="font-size: x-small;"><sup>1</sup>Source: Google Surveys, U.S., "Marketing Growth and Optimization," Base: 251 marketing executives who conduct A/B tests or online experiments, Oct. 2016. </span><br /> <br /> <span class="byline-author">Posted by Casey Carey, Director, Platforms & Publisher Marketing</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> If a test happens on your website and nobody hears about it, does it make a sound?<br /> <br /> Not to get too philosophical, but that's one of the big challenges of building a culture of growth and optimization: getting the word out. That's why a <strong>data storyteller</strong> is one of the key members of any testing team.<br /> <br /> In fact, “communication and data storytelling” was noted as a critical skill for a <a href="https://www.thinkwithgoogle.com/articles/marketing-optimization-testing-launch-growth.html" target="_blank">person who leads testing</a> and optimization efforts, according to a survey of marketing leaders who conduct tests and online experiments.<sup><span style="font-size: xx-small;">1</span></sup> The must-have skills rounding out the top three were leadership and, the obvious, analytics.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8NS-N_25sKceT_i3lZFFzwun4b5RWKyYj29A8cfC0vcdOknXfmVJz6OplcholwQ6ZQU_mtQ767-adWmalS9QyMdlLn9s6YduOWecJqjsMjWbvnlEMbvSMHMuv7-mSlp-7TiJa/s1600/ga360-optimization-essential-skills.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="358" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8NS-N_25sKceT_i3lZFFzwun4b5RWKyYj29A8cfC0vcdOknXfmVJz6OplcholwQ6ZQU_mtQ767-adWmalS9QyMdlLn9s6YduOWecJqjsMjWbvnlEMbvSMHMuv7-mSlp-7TiJa/s640/ga360-optimization-essential-skills.gif" width="640" /></a></div> <br /> <br /> A data storyteller is part numbers-cruncher, part internal marketer, and part ace correspondent from the testing trenches. He or she is someone who can take the sheer data of testing — the stacks of numbers, the fractional wins and losses, the stream of daily choices — and turn it into a narrative that will excite the team, the office, and (especially) the C-suite.<br /> <br /> Storytelling doesn't just mean bragging about successes. It can also mean <a href="https://www.thinkwithgoogle.com/articles/benefits-of-failure-marketing-analytics.html" target="_blank">sharing failures</a> and other less-than-optimal outcomes. The point is not just to highlight wins: it's to reinforce a culture of growth, to generate interest in experimentation, and to explain <a href="https://analytics.googleblog.com/2017/02/what-does-good-website-test-look-like.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=why-you-need-data-storytellers" target="_blank">why testing is so good</a> for the company.<br /> <br /> "Our test success rate is about 10%," says Jesse Nichols, Head of Growth for <a href="https://youtu.be/Dku4l6dcVw0?list=PLI5YfMzCfRtbF0tpaaWXO4jGLTKBZwDCU" target="_blank">Nest</a>. "We learn something from all our tests, but only one in 10 results in some kind of meaningful improvement." That means that a big part of the data storyteller's job is to keep people interested in testing and show them the value.<br /> <br /> <div style="text-align: center;"> <h3> Watch our on-demand webinar “<a href="https://www.google.com/analytics/resources/webinar-test-with-success-even-when-you-fail.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=why-you-need-data-storytellers" target="_blank">Test with success — even when you fail</a>” to hear more testing and optimization tips.</h3> </div> <br /> If you're the data storyteller for your team, here are three points to remember:<br /> <ul style="text-align: left;"> <li><strong>Take the long view.</strong>  Gaining support for testing is like rolling a rock up a hill: slow going at first, but once you cross the summit the momentum will take over fast. It takes time, so lay the groundwork with lots of short reports. Don't wait to make formal presentations: Look for chances to drop your message into weekly wrap-ups and other group forums. In short, don’t be afraid to over-communicate. </li> <li><strong>Be specific.</strong> It's better to present one great number than 10 so-so ones. Think mosaic rather than mural: Look for specific stories that can represent your larger efforts and broader plans. </li> <li><strong>Keep your eye on the bottom line.</strong> In the end, that's what it's all about. You may be thrilled that a call-to-action change from "see more" to "learn more" increased clicks by .03%, but what will really get the CMO and other executives interested is <a href="https://analytics.googleblog.com/2017/03/lessons-learned-testing-and.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=why-you-need-data-storytellers" target="_blank">moving the profit needle</a>. As a litmus test, ask yourself, “So what?” If your story doesn’t clearly answer the question in terms the audience cares about, consider giving it a rewrite. </li> </ul> And remember that it won't always be small victories. "The things you're so sure are going to work are the ones that go nowhere," says Jesse. "Then you do a throwaway test and it makes the company an extra $500,000." That's a story that everyone will want to hear.<br /> <br /> <h3 style="text-align: left;"> <div style="text-align: center;"> <strong style="text-align: left;"></strong><br /> <div style="display: inline !important; text-align: center;"> <strong style="text-align: left;"><strong>Download our eBook <a href="https://www.google.com/analytics/resources/ebook-how-to-build-culture-of-growth.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=why-you-need-data-storytellers" target="_blank">How to Build a Culture of Growth</a> to learn more best practices on testing and optimization.</strong></strong></div> <strong style="text-align: left;"> </strong></div> </h3> <br /> <span style="font-size: x-small;"><sup>1</sup>Source: Google Surveys, U.S., "Marketing Growth and Optimization," Base: 251 marketing executives who conduct A/B tests or online experiments, Oct. 2016. </span><br /> <br /> <span class="byline-author">Posted by Casey Carey, Director, Platforms & Publisher Marketing</span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/03/why-your-testing-and-optimization-team.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Why Your Testing and Optimization Team Needs a Data Storyteller&url=https://analytics.googleblog.com/2017/03/why-your-testing-and-optimization-team.html&via=google'> <img alt='Share on Twitter' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_twitter_black_24dp.png' width='24'/> </span> <span class='fb-custom social-wrapper' data-href='https://www.facebook.com/sharer.php?u=https://analytics.googleblog.com/2017/03/why-your-testing-and-optimization-team.html'> <img alt='Share on Facebook' height='24' src='https://www.gstatic.com/images/icons/material/system/2x/post_facebook_black_24dp.png' width='24'/> </span> </div> </div> <div class='post' data-id='8159370968820240810' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/03/happy-1st-birthday-google-analytics-360.html' itemprop='url' title='Happy 1st Birthday, Google Analytics 360 Suite! It’s an insights party, everyone’s invited'> Happy 1st Birthday, Google Analytics 360 Suite! It’s an insights party, everyone’s invited </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> March 15, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> <div dir="ltr" style="text-align: left;" trbidi="on"> Time flies (and data mounts) when you’re having fun with measurement. One year ago today, we announced our enterprise suite of marketing measurement and analytics solutions, the <a href="https://www.google.com/analytics/360-suite/?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank"><strong>Google Analytics 360 Suite</strong></a>. Today we wanted to reflect on this first year. Because, well, a lot has changed.  <br /> <h3 style="text-align: left;"> <br /><strong>Where we started</strong></h3> As marketers know, in today’s mobile-first world, people expect more from brands. They want questions answered quickly, and they want a relevant, engaging experience.<br /> <br /> That’s a tall order. So on March 15, 2016, <a href="https://analytics.googleblog.com/2016/03/introducing-google-analytics-360-suite.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">we introduced the world to the Google Analytics 360 Suite</a>, an enterprise measurement solution comprising analytics, tagging, site optimization, data visualization, attribution, and audience management. It helps marketers get more insights — not more data — and deliver more meaningful experiences to customers. Built from the ground up with modern technology and cross-product integrations, it does the heavy lifting for marketers.<br /> <br /> Last fall, we <a href="https://analytics.googleblog.com/2016/10/announcing-google-surveys-360-newest.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">welcomed Google Surveys 360 to the suite</a> family, allowing marketers to gauge brand health, get user feedback on site experiences, and understand marketing impact with fast, reliable insights. A great addition to the 360 Suite, Surveys makes getting performance marketing insights and market research to better answer the “why” really easy.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyvEGsRklzJ-LCV_y9UvMbJQ6RjxFNNGCAq0wQ-QmqbsPb6NRsqVcIom90_DuRcyQVa6vMzvy4pG22gffEgF3ikh1k8uB2pqr2ttCEUEjk9zSB3fcWQHMSJ37ltsOmqSLBahvj/s1600/GA360-Birthday-031517.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="237" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyvEGsRklzJ-LCV_y9UvMbJQ6RjxFNNGCAq0wQ-QmqbsPb6NRsqVcIom90_DuRcyQVa6vMzvy4pG22gffEgF3ikh1k8uB2pqr2ttCEUEjk9zSB3fcWQHMSJ37ltsOmqSLBahvj/s400/GA360-Birthday-031517.jpg" width="400" /></a></div> <h3 style="text-align: left;"> <br /><strong>It’s just the beginning: we’re on a journey together</strong></h3> This past year we’ve continued to check in with marketing decision-makers to see what challenges they still face in their data-driven transformations (so we know where to make product enhancements), and here’s what we’re hearing:<br /> <br /> <ul style="text-align: left;"> <li><strong>Building a culture of growth</strong><br />Leading marketers are embracing data and testing to continually improve the customer experience — or simply, make a website better — day by day. This growth mindset requires a willingness to experiment. And with that comes the challenge of <a href="https://www.thinkwithgoogle.com/articles/benefits-of-failure-marketing-analytics.html" target="_blank">getting comfortable with failure</a>. Remember: There’s still a lot to be learned from (and celebrate in) a success rate of 1 in 10.</li> <li><strong>Dealing with data</strong><br />When we surveyed marketing decision-makers at the end of last year, 61% said they <a href="https://www.thinkwithgoogle.com/articles/marketing-analytics-data-challenges-opportunities.html" target="_blank">struggled to access or integrate the data</a> they needed in 2016. And 26% of marketers said they didn't have the right analytics talent or enough of it.<sup><span style="font-size: x-small;">1</span></sup> If marketers spend too much time wrangling with data, that means measurement is not always top of mind.</li> <li><strong>Measurement is sometimes an afterthought</strong> <br />Only 5 out of 10 marketers said they <a href="https://analytics.googleblog.com/2016/11/falling-in-love-with-measurement.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">think about measurement</a> while developing campaign strategy.<sup><span style="font-size: x-small;">2</span></sup> When data keeps pouring in, thinking about what campaign information you need to collect may be the last thing on your mind. But if you don't define your measurement goals from the beginning, you may not collect the right data to understand what's working and what isn't.</li> </ul> <h3 style="text-align: left;"> <strong>Big plans for the year ahead</strong></h3> Marketers who rethink measurement for a multi-screen world are reaping the benefits. In fact, leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years, according to a recent <a href="https://www.google.com/analytics/resources/report-econsultancy-driving-growth-with-measurement-in-a-mobile-world.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">study from Econsultancy and Google</a>.<sup><span style="font-size: x-small;">3</span></sup> But, getting a handle on all your data can take time. And that’s OK.<br /> <br /> Google has some exciting product developments in the works that will help marketers <a href="https://analytics.googleblog.com/2016/09/explore-important-insights-from-your.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">automatically uncover insights</a> and make smarter, faster decisions. In fact, we recently shared an Analytics 360 update that gives our customers the <a href="https://analytics.googleblog.com/2017/03/real-time-just-got-real-google.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">fastest access to the freshest first-party data</a> we've ever offered.<br /> <br /> The party’s just getting started. Stay tuned in for another exciting year.<br /> <br /> Happy analyzing!<br /> <br /> <span style="font-size: x-small;"><sup>1</sup> Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016. </span><br /> <span style="font-size: x-small;"><sup>2</sup> Google Surveys, "Measurement in Campaign Timeline", Base: 1,092 marketing executives, U.S., August 2016. </span><br /> <span style="font-size: x-small;"><sup>3</sup> Econsultancy and Google, Analytics and Measurement Survey, 2016, Base: n=500 marketing and measurement executives at North American companies with over $250MM in revenues<br /> <span class="byline-author">Posted by Babak Pahlavan, Director, Product Management, Google Analytics 360 Suite</span></span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> <div dir="ltr" style="text-align: left;" trbidi="on"> Time flies (and data mounts) when you’re having fun with measurement. One year ago today, we announced our enterprise suite of marketing measurement and analytics solutions, the <a href="https://www.google.com/analytics/360-suite/?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank"><strong>Google Analytics 360 Suite</strong></a>. Today we wanted to reflect on this first year. Because, well, a lot has changed.  <br /> <h3 style="text-align: left;"> <br /><strong>Where we started</strong></h3> As marketers know, in today’s mobile-first world, people expect more from brands. They want questions answered quickly, and they want a relevant, engaging experience.<br /> <br /> That’s a tall order. So on March 15, 2016, <a href="https://analytics.googleblog.com/2016/03/introducing-google-analytics-360-suite.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">we introduced the world to the Google Analytics 360 Suite</a>, an enterprise measurement solution comprising analytics, tagging, site optimization, data visualization, attribution, and audience management. It helps marketers get more insights — not more data — and deliver more meaningful experiences to customers. Built from the ground up with modern technology and cross-product integrations, it does the heavy lifting for marketers.<br /> <br /> Last fall, we <a href="https://analytics.googleblog.com/2016/10/announcing-google-surveys-360-newest.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">welcomed Google Surveys 360 to the suite</a> family, allowing marketers to gauge brand health, get user feedback on site experiences, and understand marketing impact with fast, reliable insights. A great addition to the 360 Suite, Surveys makes getting performance marketing insights and market research to better answer the “why” really easy.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyvEGsRklzJ-LCV_y9UvMbJQ6RjxFNNGCAq0wQ-QmqbsPb6NRsqVcIom90_DuRcyQVa6vMzvy4pG22gffEgF3ikh1k8uB2pqr2ttCEUEjk9zSB3fcWQHMSJ37ltsOmqSLBahvj/s1600/GA360-Birthday-031517.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="237" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjyvEGsRklzJ-LCV_y9UvMbJQ6RjxFNNGCAq0wQ-QmqbsPb6NRsqVcIom90_DuRcyQVa6vMzvy4pG22gffEgF3ikh1k8uB2pqr2ttCEUEjk9zSB3fcWQHMSJ37ltsOmqSLBahvj/s400/GA360-Birthday-031517.jpg" width="400" /></a></div> <h3 style="text-align: left;"> <br /><strong>It’s just the beginning: we’re on a journey together</strong></h3> This past year we’ve continued to check in with marketing decision-makers to see what challenges they still face in their data-driven transformations (so we know where to make product enhancements), and here’s what we’re hearing:<br /> <br /> <ul style="text-align: left;"> <li><strong>Building a culture of growth</strong><br />Leading marketers are embracing data and testing to continually improve the customer experience — or simply, make a website better — day by day. This growth mindset requires a willingness to experiment. And with that comes the challenge of <a href="https://www.thinkwithgoogle.com/articles/benefits-of-failure-marketing-analytics.html" target="_blank">getting comfortable with failure</a>. Remember: There’s still a lot to be learned from (and celebrate in) a success rate of 1 in 10.</li> <li><strong>Dealing with data</strong><br />When we surveyed marketing decision-makers at the end of last year, 61% said they <a href="https://www.thinkwithgoogle.com/articles/marketing-analytics-data-challenges-opportunities.html" target="_blank">struggled to access or integrate the data</a> they needed in 2016. And 26% of marketers said they didn't have the right analytics talent or enough of it.<sup><span style="font-size: x-small;">1</span></sup> If marketers spend too much time wrangling with data, that means measurement is not always top of mind.</li> <li><strong>Measurement is sometimes an afterthought</strong> <br />Only 5 out of 10 marketers said they <a href="https://analytics.googleblog.com/2016/11/falling-in-love-with-measurement.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">think about measurement</a> while developing campaign strategy.<sup><span style="font-size: x-small;">2</span></sup> When data keeps pouring in, thinking about what campaign information you need to collect may be the last thing on your mind. But if you don't define your measurement goals from the beginning, you may not collect the right data to understand what's working and what isn't.</li> </ul> <h3 style="text-align: left;"> <strong>Big plans for the year ahead</strong></h3> Marketers who rethink measurement for a multi-screen world are reaping the benefits. In fact, leading marketers are 75% more likely than the mainstream to have moved to a more holistic model of measurement in the last two years, according to a recent <a href="https://www.google.com/analytics/resources/report-econsultancy-driving-growth-with-measurement-in-a-mobile-world.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">study from Econsultancy and Google</a>.<sup><span style="font-size: x-small;">3</span></sup> But, getting a handle on all your data can take time. And that’s OK.<br /> <br /> Google has some exciting product developments in the works that will help marketers <a href="https://analytics.googleblog.com/2016/09/explore-important-insights-from-your.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">automatically uncover insights</a> and make smarter, faster decisions. In fact, we recently shared an Analytics 360 update that gives our customers the <a href="https://analytics.googleblog.com/2017/03/real-time-just-got-real-google.html?utm_source=ga-blog&utm_medium=blog&utm_campaign=2017-q1-gbl-all-ga360-suite&utm_content=first-birthday-analytics-360-suite" target="_blank">fastest access to the freshest first-party data</a> we've ever offered.<br /> <br /> The party’s just getting started. Stay tuned in for another exciting year.<br /> <br /> Happy analyzing!<br /> <br /> <span style="font-size: x-small;"><sup>1</sup> Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016. </span><br /> <span style="font-size: x-small;"><sup>2</sup> Google Surveys, "Measurement in Campaign Timeline", Base: 1,092 marketing executives, U.S., August 2016. </span><br /> <span style="font-size: x-small;"><sup>3</sup> Econsultancy and Google, Analytics and Measurement Survey, 2016, Base: n=500 marketing and measurement executives at North American companies with over $250MM in revenues<br /> <span class="byline-author">Posted by Babak Pahlavan, Director, Product Management, Google Analytics 360 Suite</span></span></div> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </noscript> </div> </div> <div class='share'> <span class='gplus-share social-wrapper' data-href='https://plus.google.com/share?url=https://analytics.googleblog.com/2017/03/happy-1st-birthday-google-analytics-360.html'> <img alt='Share on Google+' height='24' src='https://www.gstatic.com/images/branding/google_plus/2x/ic_w_post_gplus_black_24dp.png' width='24'/> </span> <span class='twitter-custom social-wrapper' data-href='http://twitter.com/share?text=Google Analytics Solutions:Happy 1st Birthday, Google Analytics 360 Suite! 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class='post-count-link' href='https://analytics.googleblog.com/2013/05/'> May </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2013/04/'> Apr </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2013/03/'> Mar </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2013/02/'> Feb </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2013/01/'> Jan </a> </div> <div class='items'> </div> </li> </ul> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class='intervalToggle'> <span class='new-toggle' href='javascript:void(0)'> <i class='material-icons arrow'>  </i> </span> <a class='toggle' href='javascript:void(0)' style='display: none'> <span class='zippy'> <i class='material-icons'>  </i>   </span> </a> <a class='post-count-link' href='https://analytics.googleblog.com/2012/'> 2012 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/12/'> Dec </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/11/'> Nov </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/10/'> Oct </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/09/'> Sep </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/08/'> Aug </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/07/'> Jul </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/06/'> Jun </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/05/'> May </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/04/'> Apr </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/03/'> Mar </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/02/'> Feb </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2012/01/'> Jan </a> </div> <div class='items'> </div> </li> </ul> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class='intervalToggle'> <span class='new-toggle' href='javascript:void(0)'> <i class='material-icons arrow'>  </i> </span> <a class='toggle' href='javascript:void(0)' style='display: none'> <span class='zippy'> <i class='material-icons'>  </i>   </span> </a> <a class='post-count-link' href='https://analytics.googleblog.com/2011/'> 2011 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/12/'> Dec </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/11/'> Nov </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/10/'> Oct </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/09/'> Sep </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/08/'> Aug </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/07/'> Jul </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/06/'> Jun </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/05/'> May </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/04/'> Apr </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/03/'> Mar </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/02/'> Feb </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2011/01/'> Jan </a> </div> <div class='items'> </div> </li> </ul> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class='intervalToggle'> <span class='new-toggle' href='javascript:void(0)'> <i class='material-icons arrow'>  </i> </span> <a class='toggle' href='javascript:void(0)' style='display: none'> <span class='zippy'> <i class='material-icons'>  </i>   </span> </a> <a class='post-count-link' href='https://analytics.googleblog.com/2010/'> 2010 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/12/'> Dec </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/11/'> Nov </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/10/'> Oct </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/09/'> Sep </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/08/'> Aug </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/07/'> Jul </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/06/'> Jun </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/05/'> May </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/04/'> Apr </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/03/'> Mar </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/02/'> Feb </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2010/01/'> Jan </a> </div> <div class='items'> </div> </li> </ul> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class='intervalToggle'> <span class='new-toggle' href='javascript:void(0)'> <i class='material-icons arrow'>  </i> </span> 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href='https://analytics.googleblog.com/2009/09/'> Sep </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2009/08/'> Aug </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2009/07/'> Jul </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2009/06/'> Jun </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2009/05/'> May </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2009/04/'> Apr </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2009/03/'> Mar </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2009/02/'> Feb </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2009/01/'> Jan </a> </div> <div class='items'> </div> </li> </ul> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class='intervalToggle'> <span class='new-toggle' href='javascript:void(0)'> <i class='material-icons arrow'>  </i> </span> <a class='toggle' href='javascript:void(0)' style='display: none'> <span class='zippy'> <i class='material-icons'>  </i>   </span> </a> <a class='post-count-link' href='https://analytics.googleblog.com/2008/'> 2008 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/12/'> Dec </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/11/'> Nov </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/10/'> Oct </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/09/'> Sep </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/08/'> Aug </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/07/'> Jul </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/06/'> Jun </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/05/'> May </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/04/'> Apr </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/03/'> Mar </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/02/'> Feb </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2008/01/'> Jan </a> </div> <div class='items'> </div> </li> </ul> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class='intervalToggle'> <span class='new-toggle' href='javascript:void(0)'> <i class='material-icons arrow'>  </i> </span> <a class='toggle' href='javascript:void(0)' style='display: none'> <span class='zippy'> <i class='material-icons'>  </i>   </span> </a> <a class='post-count-link' href='https://analytics.googleblog.com/2007/'> 2007 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/12/'> Dec </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/11/'> Nov </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/10/'> Oct </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/09/'> Sep </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/08/'> Aug </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/07/'> Jul </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/06/'> Jun </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/05/'> May </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/04/'> Apr </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/03/'> Mar </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/02/'> Feb </a> </div> <div class='items'> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2007/01/'> Jan </a> </div> <div class='items'> </div> </li> </ul> </div> </li> </ul> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class='intervalToggle'> <span class='new-toggle' href='javascript:void(0)'> <i class='material-icons arrow'>  </i> </span> <a class='toggle' href='javascript:void(0)' style='display: none'> <span class='zippy'> <i class='material-icons'>  </i>   </span> </a> <a 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