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<!DOCTYPE html> <html class='v2 list-page' dir='ltr' itemscope='' itemtype='http://schema.org/Blog' lang='en' xmlns='http://www.w3.org/1999/xhtml' xmlns:b='http://www.google.com/2005/gml/b' xmlns:data='http://www.google.com/2005/gml/data' xmlns:expr='http://www.google.com/2005/gml/expr'> <head> <link href='https://www.blogger.com/static/v1/widgets/3566091532-css_bundle_v2.css' rel='stylesheet' type='text/css'/> <title> Google Analytics Solutions: Attribution </title> <meta content='width=device-width, height=device-height, minimum-scale=1.0, initial-scale=1.0, user-scalable=0' name='viewport'/> <meta content='IE=Edge' http-equiv='X-UA-Compatible'/> <meta content='Google Analytics Solutions' property='og:title'/> <meta content='en_US' property='og:locale'/> <meta content='https://analytics.googleblog.com/search/label/Attribution' property='og:url'/> <meta content='Google Analytics Solutions' property='og:site_name'/>  <meta content='Google Analytics Solutions' property='og:title'/> <meta content='summary' name='twitter:card'/> <meta content='@google' name='twitter:creator'/> <link href='https://fonts.googleapis.com/css?family=Roboto:400italic,400,500,500italic,700,700italic' rel='stylesheet' type='text/css'/> <link href='https://fonts.googleapis.com/icon?family=Material+Icons' rel='stylesheet'/> <script src='https://ajax.googleapis.com/ajax/libs/jquery/1.11.3/jquery.min.js' type='text/javascript'></script> <script src='https://apis.google.com/js/platform.js'></script>  <style id='page-skin-1' type='text/css'></style> <style id='template-skin-1' type='text/css'></style>  <meta content='text/html; 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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,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"); 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; margin-top: 14px; } .post .tr-caption { font-size: 12px; } #main .post .title a { font-size: 20px; line-height: 30px; } .post-content iframe { /* iframe won't keep aspect ratio when scaled down. */ max-height: 240px; } .post-content .separator img, .post-content .tr-caption-container img, .post-content iframe { margin-left: -16px; max-width: inherit; width: calc(100% + 32px); } .post-content table, .post-content td { width: 100%; } #blog-pager { margin: 0; padding: 16px 0; } /** List page tweaks. **/ .list-page .post-original { display: none; } .list-page .post-summary { display: block; } .list-page .comment-container { display: none; } .list-page #blog-pager { padding-top: 0; border: 0; margin-top: -8px; } .list-page .label-footer { display: none; } .list-page #main .post .post-footer { border-bottom: 1px solid #eee; margin: -16px 0 0 0; padding: 0 0 20px 0; } .list-page .post .share { display: none; } /** Detail page tweaks. **/ .detail-page .post-footer .cmt_iframe_holder { padding-top: 32px !important; 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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='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='2465745229389881666' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/10/smarter-attribution-for-everyone-pmm.html' itemprop='url' title='Smarter attribution for everyone'> Smarter attribution for everyone </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> October 19, 2017 </span> </div> </div> <div class='post-body'> <div class='post-content' itemprop='articleBody'> <script type='text/template'> In May, we announced <a href="http://adwords.googleblog.com/2017/05/powering-ads-and-analytics-innovations.html">Google Attribution</a>, a new free product to help marketers measure the impact of their marketing across devices and across channels. Advertisers participating in our early tests are seeing great results. Starting today, we’re expanding the Attribution beta to hundreds of advertisers. <br/><br/> We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions. <br/><br/> Google Attribution is:<br/> <ul> <li><strong>Easy to setup and use:</strong> While some attribution solutions can take months to set up, Google Attribution can access the marketing data you need from tools like AdWords and Google Analytics with just a few clicks.</li> <li><strong>Cross-device:</strong> Today’s marketers need measurement tools that don't lose track of the customer journey when people switch between devices. Google Attribution uses Google’s device graph to measure the cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.</li> <li><strong>Cross-channel:</strong> With your marketing spread out across so many channels (like search, display, and email), it can be difficult to determine how each channel is working and which ones are truly driving sales. Google Attribution brings together data across channels so you can get a more comprehensive view of your performance.</li> <li><strong>Easy to take action:</strong> Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.</li> </ul> <br/><br/> <h3>Results from Google Attribution beta customers</h3> <br/><br/> Last April, we <a href="https://adwords.googleblog.com/2017/04/data-driven-attribution-results.html">shared</a> that for AdWords advertisers, data-driven attribution typically delivers more conversions at a similar cost-per-conversion than last-click attribution. This shows that data-driven attribution is a better way to measure and optimize the performance of search and shopping ads. <br/><br/> Today we’re pleased to share that early results from Google Attribution beta customers show that data-driven attribution helps marketers improve their performance across channels. <br/><br/> HelloFresh, a meal delivery service, grew conversions by 10% after adopting Google Attribution. By using data-driven attribution to measure across channels like search, display, and email, Google Attribution gives HelloFresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, HelloFresh can easily use this more accurate conversion data to optimize their bidding. <br/><br/> <div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjftkxAQXTq3tpQBYa8YFBe7AimDQlnAL1huffSX333pSl0u8sDeuMUUZaA62d-fEBcvk4NI4L7R1mL_GDvtneLqnxBsWNe5pz9HrePQghZ9y1QRS87wodHEizEDwf9cEk5BBAD/s1600/hellofresh-logo.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="184" data-original-width="200" height="368" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjftkxAQXTq3tpQBYa8YFBe7AimDQlnAL1huffSX333pSl0u8sDeuMUUZaA62d-fEBcvk4NI4L7R1mL_GDvtneLqnxBsWNe5pz9HrePQghZ9y1QRS87wodHEizEDwf9cEk5BBAD/s400/hellofresh-logo.png" width="400" /></a></div> "With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns. This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events.</br> <em>- Karl Villanueva Head of Paid Search & Display, HelloFresh</em> <br/><br/> Pixers, an online marketplace, is also seeing positive results including increased conversions. Google Attribution allows Pixers to more confidently evaluate the performance of their AdWords campaigns and adopt new features that improve performance. <br/><br/> <div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOBMxDnDyCwX40-nIE5ysfJX3s7f8X9esOEsuWAWdVT0CkyGJD1CgEiPPprbsBHjCIaYBRC1Hm5oJSFfp6463vM2teFyu6d8c6q7-2ehsIRliH8-x79QK-ZZIiAQ2fPp0l1cCo/s1600/Screen+Shot+2017-10-18+at+9.28.42+AM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="155" data-original-width="595" height="52" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOBMxDnDyCwX40-nIE5ysfJX3s7f8X9esOEsuWAWdVT0CkyGJD1CgEiPPprbsBHjCIaYBRC1Hm5oJSFfp6463vM2teFyu6d8c6q7-2ehsIRliH8-x79QK-ZZIiAQ2fPp0l1cCo/s200/Screen+Shot+2017-10-18+at+9.28.42+AM.png" width="200" /></a></div> "By using Google Attribution data we have finally eliminated guesswork from evaluating the performance of campaigns we're running, including shopping and re-marketing. The integration with AdWords also enabled us to gradually roll-out smart bidding strategies across increasing number of campaigns. The results have significantly exceeded expectations as we managed to cut the CPA while obtaining larger conversion volumes."</br> <em>- Arkadiusz Kuna, SEM & Remarketing Manager at Pixers</em> <br/><br/> Google Attribution can also help brands get a better understanding of their customer’s path to purchase. eDreams ODIGEO, an online travel company, knows that people don’t usually book flights or hotels after a single interaction with their brand. It often requires multiple interactions with each touchpoint having a different impact. <br/><br/> <div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwomLkLXcuE4vo57uhjUg2XnSZ4cL2b8EcgKFD19JKmIs0x-btHoPNvZsD67yl8fwts7p5Rr96MyFpT7VCjMRqJQL52nUFuL9uRsplRnCDHCwOnPWWSnJn8I1xF-tiOfJZkcIT/s1600/Screen+Shot+2017-10-18+at+9.34.59+AM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="216" data-original-width="1221" height="35" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwomLkLXcuE4vo57uhjUg2XnSZ4cL2b8EcgKFD19JKmIs0x-btHoPNvZsD67yl8fwts7p5Rr96MyFpT7VCjMRqJQL52nUFuL9uRsplRnCDHCwOnPWWSnJn8I1xF-tiOfJZkcIT/s200/Screen+Shot+2017-10-18+at+9.34.59+AM.png" width="200" /></a></div> “Some channels open the customer journey and bring new customers, whereas other channels are finishers and contribute to close the sales. Google Attribution is helping us to understand the added value of each interaction. It enhances of our ability to have a holistic view of how different marketing activities contribute to success.”<br/> <em> - Manuel Bruscas, Director of Marketing Analytics & Insights, eDreams ODIGEO</em></br> <br/><br/> <h3>Next steps</h3> <br/><br/> In the coming months we’ll invite more advertisers to use Google Attribution. If you’re interested in receiving a notification when the product is available for you, please sign up <a href="https://services.google.com/fb/forms/googleattributionbeta/">here</a>. <br/><br/> Don’t forget, even before adopting Google Attribution, you can get started with smarter measurement for your AdWords campaigns. With attribution in AdWords you can move from last-click to a better <a href="https://support.google.com/adwords/answer/6259715?hl=en">attribution model</a>, like data-driven attribution, that allows you to more accurately measure and optimize search and shopping ads. <br><br> <span class="byline-author">Posted by Bill Kee, Group Product Manager, Measurement and Attribution </span> <span itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://plus.google.com/116899029375914044550' itemprop='url'/> </span> </script> <noscript> In May, we announced <a href="http://adwords.googleblog.com/2017/05/powering-ads-and-analytics-innovations.html">Google Attribution</a>, a new free product to help marketers measure the impact of their marketing across devices and across channels. Advertisers participating in our early tests are seeing great results. Starting today, we’re expanding the Attribution beta to hundreds of advertisers. <br/><br/> We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions. <br/><br/> Google Attribution is:<br/> <ul> <li><strong>Easy to setup and use:</strong> While some attribution solutions can take months to set up, Google Attribution can access the marketing data you need from tools like AdWords and Google Analytics with just a few clicks.</li> <li><strong>Cross-device:</strong> Today’s marketers need measurement tools that don't lose track of the customer journey when people switch between devices. Google Attribution uses Google’s device graph to measure the cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.</li> <li><strong>Cross-channel:</strong> With your marketing spread out across so many channels (like search, display, and email), it can be difficult to determine how each channel is working and which ones are truly driving sales. Google Attribution brings together data across channels so you can get a more comprehensive view of your performance.</li> <li><strong>Easy to take action:</strong> Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.</li> </ul> <br/><br/> <h3>Results from Google Attribution beta customers</h3> <br/><br/> Last April, we <a href="https://adwords.googleblog.com/2017/04/data-driven-attribution-results.html">shared</a> that for AdWords advertisers, data-driven attribution typically delivers more conversions at a similar cost-per-conversion than last-click attribution. This shows that data-driven attribution is a better way to measure and optimize the performance of search and shopping ads. <br/><br/> Today we’re pleased to share that early results from Google Attribution beta customers show that data-driven attribution helps marketers improve their performance across channels. <br/><br/> HelloFresh, a meal delivery service, grew conversions by 10% after adopting Google Attribution. By using data-driven attribution to measure across channels like search, display, and email, Google Attribution gives HelloFresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, HelloFresh can easily use this more accurate conversion data to optimize their bidding. <br/><br/> <div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjftkxAQXTq3tpQBYa8YFBe7AimDQlnAL1huffSX333pSl0u8sDeuMUUZaA62d-fEBcvk4NI4L7R1mL_GDvtneLqnxBsWNe5pz9HrePQghZ9y1QRS87wodHEizEDwf9cEk5BBAD/s1600/hellofresh-logo.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="184" data-original-width="200" height="368" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjftkxAQXTq3tpQBYa8YFBe7AimDQlnAL1huffSX333pSl0u8sDeuMUUZaA62d-fEBcvk4NI4L7R1mL_GDvtneLqnxBsWNe5pz9HrePQghZ9y1QRS87wodHEizEDwf9cEk5BBAD/s400/hellofresh-logo.png" width="400" /></a></div> "With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns. This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events.</br> <em>- Karl Villanueva Head of Paid Search & Display, HelloFresh</em> <br/><br/> Pixers, an online marketplace, is also seeing positive results including increased conversions. Google Attribution allows Pixers to more confidently evaluate the performance of their AdWords campaigns and adopt new features that improve performance. <br/><br/> <div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOBMxDnDyCwX40-nIE5ysfJX3s7f8X9esOEsuWAWdVT0CkyGJD1CgEiPPprbsBHjCIaYBRC1Hm5oJSFfp6463vM2teFyu6d8c6q7-2ehsIRliH8-x79QK-ZZIiAQ2fPp0l1cCo/s1600/Screen+Shot+2017-10-18+at+9.28.42+AM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="155" data-original-width="595" height="52" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOBMxDnDyCwX40-nIE5ysfJX3s7f8X9esOEsuWAWdVT0CkyGJD1CgEiPPprbsBHjCIaYBRC1Hm5oJSFfp6463vM2teFyu6d8c6q7-2ehsIRliH8-x79QK-ZZIiAQ2fPp0l1cCo/s200/Screen+Shot+2017-10-18+at+9.28.42+AM.png" width="200" /></a></div> "By using Google Attribution data we have finally eliminated guesswork from evaluating the performance of campaigns we're running, including shopping and re-marketing. The integration with AdWords also enabled us to gradually roll-out smart bidding strategies across increasing number of campaigns. The results have significantly exceeded expectations as we managed to cut the CPA while obtaining larger conversion volumes."</br> <em>- Arkadiusz Kuna, SEM & Remarketing Manager at Pixers</em> <br/><br/> Google Attribution can also help brands get a better understanding of their customer’s path to purchase. eDreams ODIGEO, an online travel company, knows that people don’t usually book flights or hotels after a single interaction with their brand. It often requires multiple interactions with each touchpoint having a different impact. <br/><br/> <div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwomLkLXcuE4vo57uhjUg2XnSZ4cL2b8EcgKFD19JKmIs0x-btHoPNvZsD67yl8fwts7p5Rr96MyFpT7VCjMRqJQL52nUFuL9uRsplRnCDHCwOnPWWSnJn8I1xF-tiOfJZkcIT/s1600/Screen+Shot+2017-10-18+at+9.34.59+AM.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="216" data-original-width="1221" height="35" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjwomLkLXcuE4vo57uhjUg2XnSZ4cL2b8EcgKFD19JKmIs0x-btHoPNvZsD67yl8fwts7p5Rr96MyFpT7VCjMRqJQL52nUFuL9uRsplRnCDHCwOnPWWSnJn8I1xF-tiOfJZkcIT/s200/Screen+Shot+2017-10-18+at+9.34.59+AM.png" width="200" /></a></div> “Some channels open the customer journey and bring new customers, whereas other channels are finishers and contribute to close the sales. Google Attribution is helping us to understand the added value of each interaction. It enhances of our ability to have a holistic view of how different marketing activities contribute to success.”<br/> <em> - Manuel Bruscas, Director of Marketing Analytics & Insights, eDreams ODIGEO</em></br> <br/><br/> <h3>Next steps</h3> <br/><br/> In the coming months we’ll invite more advertisers to use Google Attribution. If you’re interested in receiving a notification when the product is available for you, please sign up <a href="https://services.google.com/fb/forms/googleattributionbeta/">here</a>. <br/><br/> Don’t forget, even before adopting Google Attribution, you can get started with smarter measurement for your AdWords campaigns. With attribution in AdWords you can move from last-click to a better <a href="https://support.google.com/adwords/answer/6259715?hl=en">attribution model</a>, like data-driven attribution, that allows you to more accurately measure and optimize search and shopping ads. <br><br> <span class="byline-author">Posted by Bill Kee, Group Product Manager, Measurement and Attribution </span> <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/smarter-attribution-for-everyone-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:Smarter attribution for everyone&url=https://analytics.googleblog.com/2017/10/smarter-attribution-for-everyone-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/2017/10/smarter-attribution-for-everyone-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='1180329542745991124' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/05/solving-enterprise-attribution-challenge.html' itemprop='url' title='Solving the enterprise attribution challenge'> Solving the enterprise attribution challenge </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> May 25, 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"> <br /> On Tuesday, we announced <a href="http://adwords.googleblog.com/2017/05/powering-ads-and-analytics-innovations.html" target="_blank">Google Attribution</a>, a new free product to help marketers measure the impact of their marketing across devices and across channels. Our goal is to help every business, large or small, solve the attribution challenge and better understand if their marketing is working. To meet the needs of our largest advertisers, we’re also introducing an updated version of our enterprise attribution product, <a href="https://www.google.com/analytics/attribution/" target="_blank">Google Attribution 360</a>. <br /> <h3> Google Attribution 360</h3> Just like with the free product, Attribution 360 is easy to set up, works across channels and across devices, and makes taking action easy. Both products also offer <a href="https://support.google.com/adwords/answer/6394265?hl=en" target="_blank">data-driven attribution</a>, which uses machine learning to determine how much credit to assign to each step in the consumer journey. In addition, Attribution 360 is designed to be highly customizable and can measure ads from DoubleClick Campaign Manager. This means that you can get a view of your marketing performance that matches up with how you view your business. The new version of Attribution 360 is currently in beta, and will launch more broadly later this year. <br /> Here’s how Attribution 360 is designed to solve the enterprise attribution challenge: <br /> <strong>Fast setup</strong> <br /> Attribution 360 offers seamless integrations with Google Analytics, <a href="https://www.doubleclickbygoogle.com/solutions/digital-marketing/campaign-manager/" target="_blank">DoubleClick Campaign Manager</a>, <a href="https://www.doubleclickbygoogle.com/solutions/digital-marketing/bid-manager/" target="_blank">DoubleClick Bid Manager</a>, and <a href="https://www.doubleclickbygoogle.com/solutions/digital-marketing/search/" target="_blank">DoubleClick Search</a>. You’ll get all your marketing event data in Attribution 360 with no need for retagging and no data loss between systems. You simply link your accounts and reports will usually be available within 48 hours. <br /> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqIJIGUaLWlyIsnCFOD5sPBKFqkWiV1aKonDmezPqCzxc7I1GpraTMW2I5mWWgnVIZt3ldLI6N2x7aFpPTncdBWk8ym0ZxWvqX20_h_KZYpalwibCrFjHuCbLDD1n9lkXVF1kv/s1600/Dixons_Carphone.png" imageanchor="1" ><img border="0" data-original-height="351" data-original-width="1000" height="70" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqIJIGUaLWlyIsnCFOD5sPBKFqkWiV1aKonDmezPqCzxc7I1GpraTMW2I5mWWgnVIZt3ldLI6N2x7aFpPTncdBWk8ym0ZxWvqX20_h_KZYpalwibCrFjHuCbLDD1n9lkXVF1kv/s200/Dixons_Carphone.png" width="200" /></a> <i>“The setup process for Attribution 360 reduced the time to first data from 3 months to just a matter of weeks. Using Google Analytics data was so much easier, we already had our GA tags onsite and validated. It just made life so much easier.” - <b>Eric Bernhard, Marketing Innovation Manager at Dixons</b></i> <br /> <strong>Flexible data</strong> <br /> Attribution 360 has a rich set of features to simplify the challenge of importing and managing your external data sources. You can ensure that your data is complete and correct with enhanced preview capabilities, in-product data quality reporting, and the ability to reprocess your data if you make changes to your setup. <br /> <strong>Measures TV</strong> <br /> The <a href="https://www.google.com/analytics/attribution/#tv-attribution" target="_blank">TV Attribution</a> feature within Attribution 360 helps businesses integrate digital and broadcast data to understand their cross-channel performance. Good news: TV Attribution is now included in Attribution 360 with no extra cost and is available directly in the Attribution 360 UI. <br /> <strong>Easy to take action</strong> <br /> Of course the insights you get are only valuable if you can put them into action. Here are two ways Attribution 360 makes it easy: <br /> <ul> <li>The in-product Digital Optimizer lets you explore a variety of optimization scenarios to inform future marketing investments and make your media more effective and efficient.</li> <li>Programmatic connectors send results directly to bidding platforms so your media buys use the most accurate attribution data.</li> </ul> Here’s how one of our customers, Confused.com, uses Attribution 360 to improve their search advertising. <br /> <h3> Confused.com increases paid search conversions by 28% with Google Attribution 360</h3> Launched in 2001, Confused.com was the first insurance comparison site in the United Kingdom. This 100% e-commerce company helps people save money on car insurance and related services. <br /> Paid search is a critical part of Confused.com’s acquisition strategy. CEO Martin Coriat challenged his marketing team to improve paid search with data-driven insights. <br /> To more deeply understand how people really interact with Confused.com’s marketing messages, the team implemented Attribution 360. Data-driven attribution insights showed each keyword’s role in the customer journey and the associated value to Confused.com. As suspected, data-driven attribution gave Confused.com proof of over-investment on some lower-funnel keywords. <br /> Attribution 360 also revealed opportunities to invest in untapped upper-funnel keywords. Using these insights, the team was able to take immediate action in re-allocating spending to help drive up quote requests by 28% at a lower cost per acquisition. <br /> <br /> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_6fLCswFJ6tbMW6Qi_u7eHDesET51gzLk8MZ-XXh5dnA0ZzxAVG2m2sYoGg25rHeLEuWqmv1c4kE2JPyX-hHIo1qQR3j9KM-F6CAmjK193Ffw9QFoEa-f95f8-a70zYQGHrQH/s1600/confused-logo.png" imageanchor="1"><img border="0" data-original-height="41" data-original-width="230" height="36" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_6fLCswFJ6tbMW6Qi_u7eHDesET51gzLk8MZ-XXh5dnA0ZzxAVG2m2sYoGg25rHeLEuWqmv1c4kE2JPyX-hHIo1qQR3j9KM-F6CAmjK193Ffw9QFoEa-f95f8-a70zYQGHrQH/s200/confused-logo.png" width="200" /></a> <i>“With careful data analysis and insights from Attribution 360, we’ve increased our quote volume and lowered our overall cost per acquisition. We’re now able to re-invest what we’ve saved back into paid search and put real pressure on our competitors.” - <b>Sophia Glennon, PPC Manager at Confused.com</b></i> You can read the full Confused.com case study <a href="https://services.google.com/fh/files/misc/case-study-confused-com-drives-search-improvements-and-captures-new-opportunities-with-google-attribution-360.pdf" target="_blank">here</a>. <br /> <br /> We look forward to sharing more updates on Attribution and Attribution 360 as we continue to invest in features and expand availability to more marketers.<br /> <span class="byline-author">Posted by Stefan Schnabl, Product Manager, Google Attribution 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"> <br /> On Tuesday, we announced <a href="http://adwords.googleblog.com/2017/05/powering-ads-and-analytics-innovations.html" target="_blank">Google Attribution</a>, a new free product to help marketers measure the impact of their marketing across devices and across channels. Our goal is to help every business, large or small, solve the attribution challenge and better understand if their marketing is working. To meet the needs of our largest advertisers, we’re also introducing an updated version of our enterprise attribution product, <a href="https://www.google.com/analytics/attribution/" target="_blank">Google Attribution 360</a>. <br /> <h3> Google Attribution 360</h3> Just like with the free product, Attribution 360 is easy to set up, works across channels and across devices, and makes taking action easy. Both products also offer <a href="https://support.google.com/adwords/answer/6394265?hl=en" target="_blank">data-driven attribution</a>, which uses machine learning to determine how much credit to assign to each step in the consumer journey. In addition, Attribution 360 is designed to be highly customizable and can measure ads from DoubleClick Campaign Manager. This means that you can get a view of your marketing performance that matches up with how you view your business. The new version of Attribution 360 is currently in beta, and will launch more broadly later this year. <br /> Here’s how Attribution 360 is designed to solve the enterprise attribution challenge: <br /> <strong>Fast setup</strong> <br /> Attribution 360 offers seamless integrations with Google Analytics, <a href="https://www.doubleclickbygoogle.com/solutions/digital-marketing/campaign-manager/" target="_blank">DoubleClick Campaign Manager</a>, <a href="https://www.doubleclickbygoogle.com/solutions/digital-marketing/bid-manager/" target="_blank">DoubleClick Bid Manager</a>, and <a href="https://www.doubleclickbygoogle.com/solutions/digital-marketing/search/" target="_blank">DoubleClick Search</a>. You’ll get all your marketing event data in Attribution 360 with no need for retagging and no data loss between systems. You simply link your accounts and reports will usually be available within 48 hours. <br /> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqIJIGUaLWlyIsnCFOD5sPBKFqkWiV1aKonDmezPqCzxc7I1GpraTMW2I5mWWgnVIZt3ldLI6N2x7aFpPTncdBWk8ym0ZxWvqX20_h_KZYpalwibCrFjHuCbLDD1n9lkXVF1kv/s1600/Dixons_Carphone.png" imageanchor="1" ><img border="0" data-original-height="351" data-original-width="1000" height="70" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqIJIGUaLWlyIsnCFOD5sPBKFqkWiV1aKonDmezPqCzxc7I1GpraTMW2I5mWWgnVIZt3ldLI6N2x7aFpPTncdBWk8ym0ZxWvqX20_h_KZYpalwibCrFjHuCbLDD1n9lkXVF1kv/s200/Dixons_Carphone.png" width="200" /></a> <i>“The setup process for Attribution 360 reduced the time to first data from 3 months to just a matter of weeks. Using Google Analytics data was so much easier, we already had our GA tags onsite and validated. It just made life so much easier.” - <b>Eric Bernhard, Marketing Innovation Manager at Dixons</b></i> <br /> <strong>Flexible data</strong> <br /> Attribution 360 has a rich set of features to simplify the challenge of importing and managing your external data sources. You can ensure that your data is complete and correct with enhanced preview capabilities, in-product data quality reporting, and the ability to reprocess your data if you make changes to your setup. <br /> <strong>Measures TV</strong> <br /> The <a href="https://www.google.com/analytics/attribution/#tv-attribution" target="_blank">TV Attribution</a> feature within Attribution 360 helps businesses integrate digital and broadcast data to understand their cross-channel performance. Good news: TV Attribution is now included in Attribution 360 with no extra cost and is available directly in the Attribution 360 UI. <br /> <strong>Easy to take action</strong> <br /> Of course the insights you get are only valuable if you can put them into action. Here are two ways Attribution 360 makes it easy: <br /> <ul> <li>The in-product Digital Optimizer lets you explore a variety of optimization scenarios to inform future marketing investments and make your media more effective and efficient.</li> <li>Programmatic connectors send results directly to bidding platforms so your media buys use the most accurate attribution data.</li> </ul> Here’s how one of our customers, Confused.com, uses Attribution 360 to improve their search advertising. <br /> <h3> Confused.com increases paid search conversions by 28% with Google Attribution 360</h3> Launched in 2001, Confused.com was the first insurance comparison site in the United Kingdom. This 100% e-commerce company helps people save money on car insurance and related services. <br /> Paid search is a critical part of Confused.com’s acquisition strategy. CEO Martin Coriat challenged his marketing team to improve paid search with data-driven insights. <br /> To more deeply understand how people really interact with Confused.com’s marketing messages, the team implemented Attribution 360. Data-driven attribution insights showed each keyword’s role in the customer journey and the associated value to Confused.com. As suspected, data-driven attribution gave Confused.com proof of over-investment on some lower-funnel keywords. <br /> Attribution 360 also revealed opportunities to invest in untapped upper-funnel keywords. Using these insights, the team was able to take immediate action in re-allocating spending to help drive up quote requests by 28% at a lower cost per acquisition. <br /> <br /> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_6fLCswFJ6tbMW6Qi_u7eHDesET51gzLk8MZ-XXh5dnA0ZzxAVG2m2sYoGg25rHeLEuWqmv1c4kE2JPyX-hHIo1qQR3j9KM-F6CAmjK193Ffw9QFoEa-f95f8-a70zYQGHrQH/s1600/confused-logo.png" imageanchor="1"><img border="0" data-original-height="41" data-original-width="230" height="36" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_6fLCswFJ6tbMW6Qi_u7eHDesET51gzLk8MZ-XXh5dnA0ZzxAVG2m2sYoGg25rHeLEuWqmv1c4kE2JPyX-hHIo1qQR3j9KM-F6CAmjK193Ffw9QFoEa-f95f8-a70zYQGHrQH/s200/confused-logo.png" width="200" /></a> <i>“With careful data analysis and insights from Attribution 360, we’ve increased our quote volume and lowered our overall cost per acquisition. We’re now able to re-invest what we’ve saved back into paid search and put real pressure on our competitors.” - <b>Sophia Glennon, PPC Manager at Confused.com</b></i> You can read the full Confused.com case study <a href="https://services.google.com/fh/files/misc/case-study-confused-com-drives-search-improvements-and-captures-new-opportunities-with-google-attribution-360.pdf" target="_blank">here</a>. <br /> <br /> We look forward to sharing more updates on Attribution and Attribution 360 as we continue to invest in features and expand availability to more marketers.<br /> <span class="byline-author">Posted by Stefan Schnabl, Product Manager, Google Attribution 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/2017/05/solving-enterprise-attribution-challenge.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:Solving the enterprise attribution challenge&url=https://analytics.googleblog.com/2017/05/solving-enterprise-attribution-challenge.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/2017/05/solving-enterprise-attribution-challenge.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='3484010563790907899' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/05/powering-ads-analytics-innovations-with-machine-learning-xp.html' itemprop='url' title='Powering ads and analytics innovations with machine learning'> Powering ads and analytics innovations with machine learning </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> May 23, 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;"> <em>This post originally appeared on the Inside AdWords blog.</em></div> <br /> Good morning, San Francisco! As the city starts to wake up, my team and I are gearing up to welcome over a thousand marketers from around the world to <b><u>Google Marketing Next</u></b>, our annual event where we unveil the latest innovations for ads, analytics and DoubleClick.<br /> <br /> A big theme you’ll hear about today is machine learning. This technology is critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds.<br /> <br /> It's a growing and important trend for marketers today, and will continue to shape how you build for success in the future.<br /> <br /> Below is a sneak preview of a few of the announcements I’ll be making. There are many more that I can’t wait to share with you. Be sure to <a href="https://youtu.be/hB3lwjnbWd0" target="_blank" title="Google Marketing Next Live Stream">tune in at 9:00 a.m. PT/12:00 p.m. ET</a>.<br /> <div style="text-align: center;"> <br /></div> <div style="text-align: center;"> <br /></div> <h3> Hello Google Attribution, goodbye last-click</h3> Today, we're announcing <b><u>Google Attribution</u></b>, a new product to answer the question that has challenged marketers for ages, “Is my marketing working?” For the first time, Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels -- all in one place, and at no additional cost.<br /> <br /> With today’s complex customer journey, your business might have a dozen interactions with a single person - across display, video, search, social, and on your site or app. And all these moments take place on multiple devices, making them even harder to measure.<br /> <br /> Marketers have been trying to make attribution work for years, but existing solutions just don't cut it. Most attribution tools:<br /> <br /> <ul> <li>Are hard to set up</li> <li>Lose track of the customer journey when people move between devices</li> <li>Aren’t integrated with ad tools, making it difficult to take action</li> </ul> As a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better.<br /> <br /> Here’s how it works:<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg69vG3xcCDTPPFyZJ6CXXlBQ-qEk-T8eKqyrHSothH7WokPWn1yfkhlj2oY8IZ_Ulfa2_oDn0Bcb20CzqyL67vyge9myQjC8Ef0B7PtV-75AXXB_VMMBwGzSAbYK3-y6hwwPwj/s1600/Attribution+Diagram+cropped.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg69vG3xcCDTPPFyZJ6CXXlBQ-qEk-T8eKqyrHSothH7WokPWn1yfkhlj2oY8IZ_Ulfa2_oDn0Bcb20CzqyL67vyge9myQjC8Ef0B7PtV-75AXXB_VMMBwGzSAbYK3-y6hwwPwj/s1600/Attribution+Diagram+cropped.png" /></a></div> Integrations with AdWords, Google Analytics and DoubleClick Search make it easy to bring together data from all your marketing channels. The end result is a complete view of your performance. <br /> Google Attribution also makes it easy to switch to <a href="https://support.google.com/adwords/answer/6394265?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About data-driven attribution">data-driven attribution</a>. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey -- from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account's unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business.<br /> <br /> Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.<br /> <table> <tbody> <tr> <td width="15%"><div class="separator" style="clear: both; text-align: left;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMs7XKL98l7zV-D3H3U6WXdXV0PdWW1a8byKUF2TcVhUxTpdFGZe8CpUwHZv1rx14_SzwFPHj6gqJ4EWGJsxsF9ndT0uaXXie3qUs16Uc5owdTN2PXEAfxKWfPvNdnpgomZiz1/s1600/hellofresh-logo.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="" border="0" height="368" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMs7XKL98l7zV-D3H3U6WXdXV0PdWW1a8byKUF2TcVhUxTpdFGZe8CpUwHZv1rx14_SzwFPHj6gqJ4EWGJsxsF9ndT0uaXXie3qUs16Uc5owdTN2PXEAfxKWfPvNdnpgomZiz1/s400/hellofresh-logo.png" title="" width="400" /></a></div> </td> <td><i>“Given today’s multi-device landscape, cross-channel measurement and attribution is indispensable for HelloFresh to have a 360º panorama of our customer journey and gives us the best data to make the best decisions.” - <b>Karl Villanueva, Head of Paid Search & Display </b></i></td> </tr> </tbody></table> Google Attribution is now in beta and will roll out to more advertisers over the coming months. <br /> <br /> <h3> Mobile-local innovations drive more consumers to stores</h3> Mobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly turning to their smartphones to do research beforehand -- especially on Google.com and Google Maps.<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKTYPKdH2BAWjyEpeK998YsYYcwJUP-FEvdiyN8cJ4r2dPnpdIccNmROE8UWwZi-bLtM2HvR3bqBRc-ABo0elSrc6tXApYFNeA_11n5ySl8Ue1-G_NJMvhTvX9DaqHwcS9vNop/s1600/O2O+Stats+Graphic+cropped.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKTYPKdH2BAWjyEpeK998YsYYcwJUP-FEvdiyN8cJ4r2dPnpdIccNmROE8UWwZi-bLtM2HvR3bqBRc-ABo0elSrc6tXApYFNeA_11n5ySl8Ue1-G_NJMvhTvX9DaqHwcS9vNop/s1600/O2O+Stats+Graphic+cropped.png" /></a></div> To help consumers decide where to go, marketers are using innovations like <a href="https://adwords.googleblog.com/2016/12/engage-holiday-shoppers-with-promoted-places-in-Google-Maps.html" target="_blank" title="Engage holiday shoppers with Promoted Places in Google Maps">Promoted Places</a> and <a href="https://support.google.com/merchants/answer/3057972?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About local inventory ads">local inventory ads</a> to showcase special offers and what’s in-stock at nearby stores. Now, you can also make it easy for them to find a store from your YouTube video ads using <a href="https://support.google.com/adwords/answer/2404182?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About location extensions">location extensions</a>.<br /> <br /> We introduced <a href="https://support.google.com/adwords/answer/6100636?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About store visit conversions">store visits measurement</a> back in 2014 to help marketers gain more insight about consumer journeys that start online and end in a store. In under three years, advertisers globally have measured over 5 billion store visits using AdWords.<br /> <br /> Only Google has the <a href="https://adwords.googleblog.com/2017/03/new-measurement-innovations-unlock-more.html" target="_blank" title="New measurement innovations unlock more store visits data">advanced machine learning and mapping technology</a> to help you accurately measure store visits at scale and use these insights to deliver better local ad experiences. Our recent upgrade to deep learning models enables us to train on larger data sets and measure more store visits in challenging scenarios with greater confidence. This includes visits that happen in multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. Store visits measurement is already available for Search, Shopping and Display campaigns. And soon this technology will be available for YouTube TrueView campaigns to help you measure the impact of video ads on foot traffic to your stores.<br /> <br /> Still, measuring store visits is just one part of the equation. You also need insights into how your online ads drive sales for your business. You need to know: are my online ads ringing my cash register? In the coming months, we’ll be rolling out <b><u>store sales measurement</u></b> at the device and campaign levels. This will allow you to measure in-store revenue in addition to the store visits delivered by your Search and Shopping ads.<br /> <br /> If you collect email information at the point of sale for your loyalty program, you can import store transactions directly into AdWords yourself or through a third-party data partner. And even if your business doesn’t have a large loyalty program, you can still measure store sales by taking advantage of Google’s third-party partnerships, which capture approximately 70% of credit and debit card transactions in the United States. There is no time-consuming setup or costly integrations required on your end. You also don’t need to share any customer information. After you opt in, we can automatically report on your store sales in AdWords.<br /> <br /> Both solutions match transactions back to Google ads in a secure and privacy-safe way, and only report on aggregated and anonymized store sales to protect your customer data.<br /> <br /> <div> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgichAdi8v1ZT5fnJCuqGpYHzNKOfJET4abOOwH-_KxYWgImyQK2AnkqXTGo5xSIoxL5EsTcHGuzk4WvZD0meADCSNpzRsE1p4ivT7zdIPRLgsrYMz1HBhSic90UUBZZ_zh9gXA/s1600/VirginHolidays_logo.jpg" imageanchor="1" style="clear: left; float: left; margin-right: 1em;"><img border="0" height="61" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgichAdi8v1ZT5fnJCuqGpYHzNKOfJET4abOOwH-_KxYWgImyQK2AnkqXTGo5xSIoxL5EsTcHGuzk4WvZD0meADCSNpzRsE1p4ivT7zdIPRLgsrYMz1HBhSic90UUBZZ_zh9gXA/s200/VirginHolidays_logo.jpg" width="200" /></a></div> Virgin Holidays discovered that when it factors in store sales, its search campaigns generate double the profit compared to looking at online KPIs alone. A customer purchasing in-store after clicking on a search ad is also three times more profitable than an online conversion. Says James Libor, Performance Marketing and Technology Manager, “Store sales measurement gives us a more accurate view of the impact our digital investment has on in-store results, especially through mobile. This has empowered us to invest more budget in Search to better support this critical part of the consumer journey.” <br /> <br /> <br /> <h3> Machine learning delivers more powerful audience insights to search ads</h3> People are often searching with the intent to buy. That’s why we’re bringing <a href="https://support.google.com/adwords/answer/2497941?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About targeting your ads by audience interests">in-market audiences</a> to Search to help you reach users who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.<br /> <br /> This is an important moment for marketers. The convergence of mobile, data and machine learning will unlock new opportunities for marketers -- and I’m excited to be on this journey with all of you.<br /> <a href="https://youtu.be/hB3lwjnbWd0" target="_blank" title="Google Marketing Next Live Stream">Please join us at 9:00 a.m. PT/12:00 p.m. ET</a> to see the entire keynote at Google Marketing Next, and all the other innovations we’re planning to announce for ads, analytics and DoubleClick. <br /> <br /> <div style="text-align: center;"> <div style="text-align: left;"> <span class="byline-author"><i>Posted by Sridhar Ramaswamy, Senior Vice President of Ads & Commerce</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"> <div style="text-align: center;"> <em>This post originally appeared on the Inside AdWords blog.</em></div> <br /> Good morning, San Francisco! As the city starts to wake up, my team and I are gearing up to welcome over a thousand marketers from around the world to <b><u>Google Marketing Next</u></b>, our annual event where we unveil the latest innovations for ads, analytics and DoubleClick.<br /> <br /> A big theme you’ll hear about today is machine learning. This technology is critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds.<br /> <br /> It's a growing and important trend for marketers today, and will continue to shape how you build for success in the future.<br /> <br /> Below is a sneak preview of a few of the announcements I’ll be making. There are many more that I can’t wait to share with you. Be sure to <a href="https://youtu.be/hB3lwjnbWd0" target="_blank" title="Google Marketing Next Live Stream">tune in at 9:00 a.m. PT/12:00 p.m. ET</a>.<br /> <div style="text-align: center;"> <br /></div> <div style="text-align: center;"> <br /></div> <h3> Hello Google Attribution, goodbye last-click</h3> Today, we're announcing <b><u>Google Attribution</u></b>, a new product to answer the question that has challenged marketers for ages, “Is my marketing working?” For the first time, Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels -- all in one place, and at no additional cost.<br /> <br /> With today’s complex customer journey, your business might have a dozen interactions with a single person - across display, video, search, social, and on your site or app. And all these moments take place on multiple devices, making them even harder to measure.<br /> <br /> Marketers have been trying to make attribution work for years, but existing solutions just don't cut it. Most attribution tools:<br /> <br /> <ul> <li>Are hard to set up</li> <li>Lose track of the customer journey when people move between devices</li> <li>Aren’t integrated with ad tools, making it difficult to take action</li> </ul> As a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better.<br /> <br /> Here’s how it works:<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg69vG3xcCDTPPFyZJ6CXXlBQ-qEk-T8eKqyrHSothH7WokPWn1yfkhlj2oY8IZ_Ulfa2_oDn0Bcb20CzqyL67vyge9myQjC8Ef0B7PtV-75AXXB_VMMBwGzSAbYK3-y6hwwPwj/s1600/Attribution+Diagram+cropped.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg69vG3xcCDTPPFyZJ6CXXlBQ-qEk-T8eKqyrHSothH7WokPWn1yfkhlj2oY8IZ_Ulfa2_oDn0Bcb20CzqyL67vyge9myQjC8Ef0B7PtV-75AXXB_VMMBwGzSAbYK3-y6hwwPwj/s1600/Attribution+Diagram+cropped.png" /></a></div> Integrations with AdWords, Google Analytics and DoubleClick Search make it easy to bring together data from all your marketing channels. The end result is a complete view of your performance. <br /> Google Attribution also makes it easy to switch to <a href="https://support.google.com/adwords/answer/6394265?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About data-driven attribution">data-driven attribution</a>. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey -- from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account's unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business.<br /> <br /> Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.<br /> <table> <tbody> <tr> <td width="15%"><div class="separator" style="clear: both; text-align: left;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMs7XKL98l7zV-D3H3U6WXdXV0PdWW1a8byKUF2TcVhUxTpdFGZe8CpUwHZv1rx14_SzwFPHj6gqJ4EWGJsxsF9ndT0uaXXie3qUs16Uc5owdTN2PXEAfxKWfPvNdnpgomZiz1/s1600/hellofresh-logo.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="" border="0" height="368" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMs7XKL98l7zV-D3H3U6WXdXV0PdWW1a8byKUF2TcVhUxTpdFGZe8CpUwHZv1rx14_SzwFPHj6gqJ4EWGJsxsF9ndT0uaXXie3qUs16Uc5owdTN2PXEAfxKWfPvNdnpgomZiz1/s400/hellofresh-logo.png" title="" width="400" /></a></div> </td> <td><i>“Given today’s multi-device landscape, cross-channel measurement and attribution is indispensable for HelloFresh to have a 360º panorama of our customer journey and gives us the best data to make the best decisions.” - <b>Karl Villanueva, Head of Paid Search & Display </b></i></td> </tr> </tbody></table> Google Attribution is now in beta and will roll out to more advertisers over the coming months. <br /> <br /> <h3> Mobile-local innovations drive more consumers to stores</h3> Mobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly turning to their smartphones to do research beforehand -- especially on Google.com and Google Maps.<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKTYPKdH2BAWjyEpeK998YsYYcwJUP-FEvdiyN8cJ4r2dPnpdIccNmROE8UWwZi-bLtM2HvR3bqBRc-ABo0elSrc6tXApYFNeA_11n5ySl8Ue1-G_NJMvhTvX9DaqHwcS9vNop/s1600/O2O+Stats+Graphic+cropped.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKTYPKdH2BAWjyEpeK998YsYYcwJUP-FEvdiyN8cJ4r2dPnpdIccNmROE8UWwZi-bLtM2HvR3bqBRc-ABo0elSrc6tXApYFNeA_11n5ySl8Ue1-G_NJMvhTvX9DaqHwcS9vNop/s1600/O2O+Stats+Graphic+cropped.png" /></a></div> To help consumers decide where to go, marketers are using innovations like <a href="https://adwords.googleblog.com/2016/12/engage-holiday-shoppers-with-promoted-places-in-Google-Maps.html" target="_blank" title="Engage holiday shoppers with Promoted Places in Google Maps">Promoted Places</a> and <a href="https://support.google.com/merchants/answer/3057972?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About local inventory ads">local inventory ads</a> to showcase special offers and what’s in-stock at nearby stores. Now, you can also make it easy for them to find a store from your YouTube video ads using <a href="https://support.google.com/adwords/answer/2404182?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About location extensions">location extensions</a>.<br /> <br /> We introduced <a href="https://support.google.com/adwords/answer/6100636?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About store visit conversions">store visits measurement</a> back in 2014 to help marketers gain more insight about consumer journeys that start online and end in a store. In under three years, advertisers globally have measured over 5 billion store visits using AdWords.<br /> <br /> Only Google has the <a href="https://adwords.googleblog.com/2017/03/new-measurement-innovations-unlock-more.html" target="_blank" title="New measurement innovations unlock more store visits data">advanced machine learning and mapping technology</a> to help you accurately measure store visits at scale and use these insights to deliver better local ad experiences. Our recent upgrade to deep learning models enables us to train on larger data sets and measure more store visits in challenging scenarios with greater confidence. This includes visits that happen in multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. Store visits measurement is already available for Search, Shopping and Display campaigns. And soon this technology will be available for YouTube TrueView campaigns to help you measure the impact of video ads on foot traffic to your stores.<br /> <br /> Still, measuring store visits is just one part of the equation. You also need insights into how your online ads drive sales for your business. You need to know: are my online ads ringing my cash register? In the coming months, we’ll be rolling out <b><u>store sales measurement</u></b> at the device and campaign levels. This will allow you to measure in-store revenue in addition to the store visits delivered by your Search and Shopping ads.<br /> <br /> If you collect email information at the point of sale for your loyalty program, you can import store transactions directly into AdWords yourself or through a third-party data partner. And even if your business doesn’t have a large loyalty program, you can still measure store sales by taking advantage of Google’s third-party partnerships, which capture approximately 70% of credit and debit card transactions in the United States. There is no time-consuming setup or costly integrations required on your end. You also don’t need to share any customer information. After you opt in, we can automatically report on your store sales in AdWords.<br /> <br /> Both solutions match transactions back to Google ads in a secure and privacy-safe way, and only report on aggregated and anonymized store sales to protect your customer data.<br /> <br /> <div> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgichAdi8v1ZT5fnJCuqGpYHzNKOfJET4abOOwH-_KxYWgImyQK2AnkqXTGo5xSIoxL5EsTcHGuzk4WvZD0meADCSNpzRsE1p4ivT7zdIPRLgsrYMz1HBhSic90UUBZZ_zh9gXA/s1600/VirginHolidays_logo.jpg" imageanchor="1" style="clear: left; float: left; margin-right: 1em;"><img border="0" height="61" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgichAdi8v1ZT5fnJCuqGpYHzNKOfJET4abOOwH-_KxYWgImyQK2AnkqXTGo5xSIoxL5EsTcHGuzk4WvZD0meADCSNpzRsE1p4ivT7zdIPRLgsrYMz1HBhSic90UUBZZ_zh9gXA/s200/VirginHolidays_logo.jpg" width="200" /></a></div> Virgin Holidays discovered that when it factors in store sales, its search campaigns generate double the profit compared to looking at online KPIs alone. A customer purchasing in-store after clicking on a search ad is also three times more profitable than an online conversion. Says James Libor, Performance Marketing and Technology Manager, “Store sales measurement gives us a more accurate view of the impact our digital investment has on in-store results, especially through mobile. This has empowered us to invest more budget in Search to better support this critical part of the consumer journey.” <br /> <br /> <br /> <h3> Machine learning delivers more powerful audience insights to search ads</h3> People are often searching with the intent to buy. That’s why we’re bringing <a href="https://support.google.com/adwords/answer/2497941?utm_source=inside_adwords&utm_medium=blog&utm_campaign=GMN1" target="_blank" title="About targeting your ads by audience interests">in-market audiences</a> to Search to help you reach users who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.<br /> <br /> This is an important moment for marketers. The convergence of mobile, data and machine learning will unlock new opportunities for marketers -- and I’m excited to be on this journey with all of you.<br /> <a href="https://youtu.be/hB3lwjnbWd0" target="_blank" title="Google Marketing Next Live Stream">Please join us at 9:00 a.m. PT/12:00 p.m. ET</a> to see the entire keynote at Google Marketing Next, and all the other innovations we’re planning to announce for ads, analytics and DoubleClick. <br /> <br /> <div style="text-align: center;"> <div style="text-align: left;"> <span class="byline-author"><i>Posted by Sridhar Ramaswamy, Senior Vice President of Ads & Commerce</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/2017/05/powering-ads-analytics-innovations-with-machine-learning-xp.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:Powering ads and analytics innovations with machine learning&url=https://analytics.googleblog.com/2017/05/powering-ads-analytics-innovations-with-machine-learning-xp.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/2017/05/powering-ads-analytics-innovations-with-machine-learning-xp.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='704608628914802292' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2017/04/introducing-marketing-mix-model.html' itemprop='url' title='Introducing Marketing Mix Model Partners: Helping brands better understand the impact of their marketing'> Introducing Marketing Mix Model Partners: Helping brands better understand the impact of their marketing </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> April 6, 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"> <i>The following was originally posted on the <a href="https://analytics.googleblog.com/2017/04/introducing-marketing-mix-model.html" target="_blank">Google Agency Blog</a>.</i><br /> <br /> CMOs and marketing executives use marketing mix models to understand how their marketing investments are driving sales and how to optimize their spend across multiple brands, channels, and regions. With rising investment in digital and mobile advertising, marketers want to be sure the models they use correctly value the impact of these channels.<br /> <br /> Today we’re excited to announce a program to help marketing mix model providers better incorporate Google media data into their services. The Marketing Mix Model Partners program is designed to ensure advertisers can accurately measure the ROI of their digital investments and confidently understand the digital drivers of ROI to improve returns year-over-year.<br /> <br /> The Marketing Mix Model Partners program offers:<br /> <ul style="text-align: left;"> <li><strong>Data Access:</strong> Partners get access to accurate, granular campaign data across all relevant Google video, display, and search media in a standardized format. We’re also making the data easier to access by providing data from multiple properties, like Search and YouTube, in one centralized location. </li> <li><strong>Expertise:</strong> Partners also get dedicated training, resources, and specialists to better understand Google advertising products and practices and incorporate digital data into their model methodologies. </li> <li><strong>Actionability:</strong> We provide Google account and technical teams to help advise on results and strategies designed to understand the drivers of ROI and improve returns over time. </li> </ul> <strong>Our partners</strong><br /> <br /> We’re excited to be working with the initial participants in the program, Marketing Management Analytics, Neustar MarketShare, and Nielsen. Google customers can talk with their Google representatives about working with one of these partners on using Google data in their marketing mix model engagements.<br /> <br /> <table><tbody> <tr> <td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFP26Yyd7COuVo0zrUHVeT0hUsg_ijwHFlbyRnt03ZIHLIu_w9FDxMchBFa9mLPW1W3nOH72WauEf2hpgeJaiDX5VKXsMNwQiYqTYv-C0EApAhu_V0gFc0ZfOmmNy9RTN5gIVo/s1600/MMA+Logo+-+Blue+on+White+%25283%2529+%25281%2529.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="98" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFP26Yyd7COuVo0zrUHVeT0hUsg_ijwHFlbyRnt03ZIHLIu_w9FDxMchBFa9mLPW1W3nOH72WauEf2hpgeJaiDX5VKXsMNwQiYqTYv-C0EApAhu_V0gFc0ZfOmmNy9RTN5gIVo/s200/MMA+Logo+-+Blue+on+White+%25283%2529+%25281%2529.jpg" width="200" /></a> </td> <td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjP93-di7xPNCTZt72BfhfW0N1LOIjVBgInOnEPOkpyoR3Kf0OyiuVP1Vh0B7ZQYq45YhBC3xtY4_x5VakgB8emLuAs2V9syL9BBgTf8y1xZaK8O95MMTMd2jW-c6iSgO64laS/s1600/NS-logo-new-green_rgb+%25281%2529.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="40" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjP93-di7xPNCTZt72BfhfW0N1LOIjVBgInOnEPOkpyoR3Kf0OyiuVP1Vh0B7ZQYq45YhBC3xtY4_x5VakgB8emLuAs2V9syL9BBgTf8y1xZaK8O95MMTMd2jW-c6iSgO64laS/s200/NS-logo-new-green_rgb+%25281%2529.jpeg" width="200" /></a> </td> <td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYmc2Vu0N3TmF612IF_9PfP0D00RkJz44gaJ5bMBbT6FUhGD-Kjqdq9G2_NuUPd1wh2wPE-mr-bvlRJ8e6vSmWBPG5zFoDEg9ruU01oFp_5RCqt_5OsgpIvJgrX341aeoADa4T/s1600/NielsenLogoFull+%25281%2529.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="70" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYmc2Vu0N3TmF612IF_9PfP0D00RkJz44gaJ5bMBbT6FUhGD-Kjqdq9G2_NuUPd1wh2wPE-mr-bvlRJ8e6vSmWBPG5zFoDEg9ruU01oFp_5RCqt_5OsgpIvJgrX341aeoADa4T/s200/NielsenLogoFull+%25281%2529.png" width="200" /></a> </td> </tr> </tbody></table> Here’s what our partners have to say about the program:<br /> <br /> <blockquote class="tr_bq"> “The ability to collect and analyze digital data at extremely granular levels enables both marketers and their advertising partners to more successfully measure, predict and action the most effective and profitable means of optimizing each digital channel to achieve their business objectives. We are excited that Google has taken such a proactive approach in working with MMA and analytic companies within the marketplace in providing such a high level of objectivity and transparency."<br /> — Patrick Cummings, CEO of Marketing Management Analytics </blockquote> <blockquote class="tr_bq"> “Today’s measurement solutions need to be connected, always on and incorporate the myriad of channels, as well as critical econometric externalities in order for marketers to truly get an accurate view of marketing’s impact. We are thrilled to be a Google launch partner as this signals our commitment to helping brands understand how their marketing investments are driving business results. Through this partnership our advanced analytics models will incorporate more accurate, granular data, giving marketers a more complete understanding of the effectiveness of their marketing and how best to optimize their spend to improve future outcomes.”<br /> — Julie Fleischer, Vice President, Product Marketing, Marketing Solutions, Neustar </blockquote> <blockquote class="tr_bq"> "As the marketing landscape rapidly evolves, it is critical to use the most robust data-streams in our Marketing Mix models to ensure the highest standard of insight quality. Working with Google, we will have better input and better consultative output so that our advertiser clients can best understand what is driving their performance today and make informed decisions for tomorrow.”<br />  ‒ Jason Tate, VP of Global Analytics at Nielsen </blockquote> <br /> As part of <a href="https://agency.googleblog.com/2017/02/building-trust-and-increasing.html" target="_blank">our commitment</a> to providing the industry with trusted, transparent, and independent third-party metrics, we’ll be expanding the program over the coming months. If your company provides marketing mix model services and you’re interested in learning more about the partner program, please <a href="https://www.google.com/analytics/partners/marketing-mix-model/program/apply/" target="_blank">sign up here</a>.<br /> <br /> <span class="byline-author">Posted by Mallory Fetters, Product Manager, Marketing Mix Models</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"> <i>The following was originally posted on the <a href="https://analytics.googleblog.com/2017/04/introducing-marketing-mix-model.html" target="_blank">Google Agency Blog</a>.</i><br /> <br /> CMOs and marketing executives use marketing mix models to understand how their marketing investments are driving sales and how to optimize their spend across multiple brands, channels, and regions. With rising investment in digital and mobile advertising, marketers want to be sure the models they use correctly value the impact of these channels.<br /> <br /> Today we’re excited to announce a program to help marketing mix model providers better incorporate Google media data into their services. The Marketing Mix Model Partners program is designed to ensure advertisers can accurately measure the ROI of their digital investments and confidently understand the digital drivers of ROI to improve returns year-over-year.<br /> <br /> The Marketing Mix Model Partners program offers:<br /> <ul style="text-align: left;"> <li><strong>Data Access:</strong> Partners get access to accurate, granular campaign data across all relevant Google video, display, and search media in a standardized format. We’re also making the data easier to access by providing data from multiple properties, like Search and YouTube, in one centralized location. </li> <li><strong>Expertise:</strong> Partners also get dedicated training, resources, and specialists to better understand Google advertising products and practices and incorporate digital data into their model methodologies. </li> <li><strong>Actionability:</strong> We provide Google account and technical teams to help advise on results and strategies designed to understand the drivers of ROI and improve returns over time. </li> </ul> <strong>Our partners</strong><br /> <br /> We’re excited to be working with the initial participants in the program, Marketing Management Analytics, Neustar MarketShare, and Nielsen. Google customers can talk with their Google representatives about working with one of these partners on using Google data in their marketing mix model engagements.<br /> <br /> <table><tbody> <tr> <td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFP26Yyd7COuVo0zrUHVeT0hUsg_ijwHFlbyRnt03ZIHLIu_w9FDxMchBFa9mLPW1W3nOH72WauEf2hpgeJaiDX5VKXsMNwQiYqTYv-C0EApAhu_V0gFc0ZfOmmNy9RTN5gIVo/s1600/MMA+Logo+-+Blue+on+White+%25283%2529+%25281%2529.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="98" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFP26Yyd7COuVo0zrUHVeT0hUsg_ijwHFlbyRnt03ZIHLIu_w9FDxMchBFa9mLPW1W3nOH72WauEf2hpgeJaiDX5VKXsMNwQiYqTYv-C0EApAhu_V0gFc0ZfOmmNy9RTN5gIVo/s200/MMA+Logo+-+Blue+on+White+%25283%2529+%25281%2529.jpg" width="200" /></a> </td> <td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjP93-di7xPNCTZt72BfhfW0N1LOIjVBgInOnEPOkpyoR3Kf0OyiuVP1Vh0B7ZQYq45YhBC3xtY4_x5VakgB8emLuAs2V9syL9BBgTf8y1xZaK8O95MMTMd2jW-c6iSgO64laS/s1600/NS-logo-new-green_rgb+%25281%2529.jpeg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="40" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjP93-di7xPNCTZt72BfhfW0N1LOIjVBgInOnEPOkpyoR3Kf0OyiuVP1Vh0B7ZQYq45YhBC3xtY4_x5VakgB8emLuAs2V9syL9BBgTf8y1xZaK8O95MMTMd2jW-c6iSgO64laS/s200/NS-logo-new-green_rgb+%25281%2529.jpeg" width="200" /></a> </td> <td><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYmc2Vu0N3TmF612IF_9PfP0D00RkJz44gaJ5bMBbT6FUhGD-Kjqdq9G2_NuUPd1wh2wPE-mr-bvlRJ8e6vSmWBPG5zFoDEg9ruU01oFp_5RCqt_5OsgpIvJgrX341aeoADa4T/s1600/NielsenLogoFull+%25281%2529.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="70" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYmc2Vu0N3TmF612IF_9PfP0D00RkJz44gaJ5bMBbT6FUhGD-Kjqdq9G2_NuUPd1wh2wPE-mr-bvlRJ8e6vSmWBPG5zFoDEg9ruU01oFp_5RCqt_5OsgpIvJgrX341aeoADa4T/s200/NielsenLogoFull+%25281%2529.png" width="200" /></a> </td> </tr> </tbody></table> Here’s what our partners have to say about the program:<br /> <br /> <blockquote class="tr_bq"> “The ability to collect and analyze digital data at extremely granular levels enables both marketers and their advertising partners to more successfully measure, predict and action the most effective and profitable means of optimizing each digital channel to achieve their business objectives. We are excited that Google has taken such a proactive approach in working with MMA and analytic companies within the marketplace in providing such a high level of objectivity and transparency."<br /> — Patrick Cummings, CEO of Marketing Management Analytics </blockquote> <blockquote class="tr_bq"> “Today’s measurement solutions need to be connected, always on and incorporate the myriad of channels, as well as critical econometric externalities in order for marketers to truly get an accurate view of marketing’s impact. We are thrilled to be a Google launch partner as this signals our commitment to helping brands understand how their marketing investments are driving business results. Through this partnership our advanced analytics models will incorporate more accurate, granular data, giving marketers a more complete understanding of the effectiveness of their marketing and how best to optimize their spend to improve future outcomes.”<br /> — Julie Fleischer, Vice President, Product Marketing, Marketing Solutions, Neustar </blockquote> <blockquote class="tr_bq"> "As the marketing landscape rapidly evolves, it is critical to use the most robust data-streams in our Marketing Mix models to ensure the highest standard of insight quality. Working with Google, we will have better input and better consultative output so that our advertiser clients can best understand what is driving their performance today and make informed decisions for tomorrow.”<br />  ‒ Jason Tate, VP of Global Analytics at Nielsen </blockquote> <br /> As part of <a href="https://agency.googleblog.com/2017/02/building-trust-and-increasing.html" target="_blank">our commitment</a> to providing the industry with trusted, transparent, and independent third-party metrics, we’ll be expanding the program over the coming months. If your company provides marketing mix model services and you’re interested in learning more about the partner program, please <a href="https://www.google.com/analytics/partners/marketing-mix-model/program/apply/" target="_blank">sign up here</a>.<br /> <br /> <span class="byline-author">Posted by Mallory Fetters, Product Manager, Marketing Mix Models</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/2017/04/introducing-marketing-mix-model.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 Marketing Mix Model Partners: Helping brands better understand the impact of their marketing&url=https://analytics.googleblog.com/2017/04/introducing-marketing-mix-model.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/2017/04/introducing-marketing-mix-model.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='2599047330278191202' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2016/08/which-tv-ads-made-podium-during-2016.html' itemprop='url' title='Which TV Ads Made the Podium During the 2016 Olympics?'> Which TV Ads Made the Podium During the 2016 Olympics? </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> August 23, 2016 </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: left;"> <div style="text-align: left;"> <span style="font-family: "times" , "times new roman" , serif;">Note: Now that the 2016 Games are over, we've updated the analysis from the <a href="https://analytics.googleblog.com/2016/08/which-tv-ads-made-podium-during-2016_11.html" target="_blank">original opening ceremonies post</a> to look at TV ad performance for the entire Olympics.</span></div> </div> <br /> When the 2016 Olympics kicked off almost three weeks ago, many TV advertisers were crossing their fingers that their strategy would pay off.  Reaching as many as an estimated <a href="http://adage.com/article/special-report-the-olympics/cable-digital-help-nbc-olympics-ratings/305410/" target="_blank">27.9 million</a> total viewers in the U.S., they were hoping their ads delivered relevant and compelling creative to the right audiences.  To answer the pay-off question, advertisers will predominately look at three specific areas of performance:<br /> <ol style="text-align: left;"> <li>Which ads were noticed by the audience?</li> <li>Which ads drove interest, shifted perception, and increased intent?</li> <li>And, which ads drove actual consumer response?</li> </ol> To get some insights into these questions, Google evaluated the top 12 brands totaling over 3.5 billion impressions that aired ads during the NBC broadcasts of the event.  The analysis is based on a combination of <a href="//g.co/consumersurveys" target="_blank">consumer surveys</a> and second-screen (mobile, desktop, and tablet) response data. Presented in a live <a href="https://datastudio.google.com/#/org//reporting/0B2-rNcnRS4x5TUlDNUR6LWowQWM/page/qgR" target="_blank">Google Data Studio dashboard</a>, the result is a unique view into the full-funnel performance of the ads evaluated.<br /> <h3 style="text-align: left;"> See</h3> Commercials during large, live sporting events like the Olympics are often uniquely created to leverage both the scale of the audience and the context of the event.  Whether it is telling the personal story of an athlete or playing to our passions like patriotism, they are intended to strike an emotional connection, entertain us, or make us stand up and take notice.<br /> <br /> <a href="https://www.youtube.com/watch?v=SEf7MoQYgzE" target="_blank">Nike's</a> "Unlimited" ads were the big winner with almost 35% of respondents having remembered seeing the ads when prompted. Including an ad with the <a href="https://www.youtube.com/watch?v=m7A3cBhvA0k" target="_blank">first quadruple amputee to summit Mount Kilimanjaro</a>, Nike's powerful ads outpaced typical recall rates in the 20%-25% range.  Coca Cola was a close second with their "<a href="https://www.youtube.com/watch?v=ThQDkDYcCSg" target="_blank">That's gold</a>" ads which mixed Olympic competition with everyday moments.  <a href="https://www.youtube.com/watch?v=uRdleKwYeAY" target="_blank">Tide</a>, <a href="https://www.youtube.com/watch?v=g6vKa8Be3s8" target="_blank">McDonald's</a>, and <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung</a> rounded out the top five with respectable recall rates. On overage, ad recall rates for the top five improved 3% percentage points from the initial analysis following the opening ceremonies.<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/AVvXsEgUbL7sXxGeonWITpYi-mrxUY2Q2SHNclnRpSzLdjK9GGiceCBVZNsFeBrshg3XcnlStRDklGyXKCjVKdjgQDXquJIu8HCSOOgo1eQnCtkLWf7dMCi65whFIaeRsA3Oq7RoLayC/s1600/ad-recall.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Olympics Ad Recall" border="0" height="297" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgUbL7sXxGeonWITpYi-mrxUY2Q2SHNclnRpSzLdjK9GGiceCBVZNsFeBrshg3XcnlStRDklGyXKCjVKdjgQDXquJIu8HCSOOgo1eQnCtkLWf7dMCi65whFIaeRsA3Oq7RoLayC/s400/ad-recall.png" title="" width="400" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Almost 35% of respondents remembered seeing the Nike ads.</span></td></tr> </tbody></table> Additionally, of those respondents recalling the ad, only 37% could recall the specific product or service featured in the ad.  The net is that only about 13% of viewers can recall both the brand and product in a specific advertisement.  Tide's"<a href="https://www.youtube.com/watch?v=uRdleKwYeAY" target="_blank">Small can be powerful</a>" ad with Simone Biles had the highest product recall rate at just over 50%.<br /> <h3 style="text-align: left;"> Think</h3> Advertisers also want the ad to shift perceptions and create interest in the product or service featured.  By surveying both viewers who did not see the ad (unexposed) and those who did see the ad (exposed), we are able to get insights into the impact of each ad’s messaging and creative. Overall, the results were impressive.  On average, respondents who saw the ads were 27% more positive about the associated brands than those who did not.  Likewise, respondents who saw the ads were 32% more likely to find out more and/or purchase the product being advertised.<br /> <br /> Compared to the lift measured during the opening ceremonies, both favorability and intent increased significantly over the span of the Olympics increasing ten and twelve percentage points respectively.<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/AVvXsEhEYkPw9-rp9PUO58snDmkN1TRSIqweYzSAKLhwjhg8ctSCMK99mT61MGa1TKwpC7tXIG3YQGdMJp1CvrePS2i36v6KkojrtWKxOsv8YVFGzQvHN6P7Ef9NmWf8W19paqg2Ey-S/s1600/interest.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Ad Lift in Favorability and Intent" border="0" height="270" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEYkPw9-rp9PUO58snDmkN1TRSIqweYzSAKLhwjhg8ctSCMK99mT61MGa1TKwpC7tXIG3YQGdMJp1CvrePS2i36v6KkojrtWKxOsv8YVFGzQvHN6P7Ef9NmWf8W19paqg2Ey-S/s640/interest.png" title="" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Consumers who saw the ads, were on average, 25% more positive about the brand and were 28% more likely to find out more or purchase the product in the ads.</span></td></tr> </tbody></table> Interestingly, the baseline favorability and purchase intent for both non-sponsors and <a href="https://www.rio2016.com/en/sponsors" target="_blank">Olympic sponsors</a> are relatively equal.  However, non-sponsors saw a greater lift than sponsors with three more percentage points for favorability and seven more percentage points for intent.<br /> <h3 style="text-align: left;"> Do</h3> These commercials don’t just make us laugh or make us feel better about the brand — they also make us search and visit websites. Second-screen searching—whether it’s to re-engage with the ad or to learn more about the product — is a powerful indication of desire.  By measuring incremental search queries on Google during the broadcast that are specific and modeled to be attributable to ads shown, we are now able to include responses in our analysis.  During the broadcasts, TV ad driven searches were almost exclusively on mobile — 83% compared to an average of 55% for those brands when the ads were not airing.  For brands, that means a presence on the TV screen isn’t complete without a strategy for small screens, as well.<br /> <blockquote class="tr_bq"> "83% of searches on Google as a result of seeing the ads occurred on phones and another 10% occurred on tablets making a second screen strategy key to TV advertising."</blockquote> <a href="https://www.youtube.com/watch?v=5KMQhunx_PM" target="_blank">BMW</a> featured multiple products including a "<a href="https://www.youtube.com/watch?v=6IlgxHJ8b3Q" target="_blank">Performance wheelchair</a>" and garnered the top spot on the podium with a response strength index of 3.21.  <a href="https://www.youtube.com/watch?v=g6vKa8Be3s8" target="_blank">McDonald’s</a> and <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung</a> fought it out for the silver and bronze with 2.01 and 1.57 respectively.  The answer to the question “Do emotional ads work as well as product ads?” is, in this instance, “Yes.”  Both emotional and product ad creatives drove 50% more searches on average.  Also interestingly, ads by non-sponsors drove 17% more searches than their sponsor counterparts.<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/AVvXsEglRJS1u5DqFjBeSerFV1yKq4GtFii7k8ai7dJ1R88KgtocMQnFnj6y4ddJL27EIqiJbq8XMetweWpfubf8NxAFWyZIFdA9_Ul1FcergSDLFmUn4TMjtw95t4W4SjF4_qcShFUb/s1600/response.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Indexed Ad Driven Response" border="0" height="252" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglRJS1u5DqFjBeSerFV1yKq4GtFii7k8ai7dJ1R88KgtocMQnFnj6y4ddJL27EIqiJbq8XMetweWpfubf8NxAFWyZIFdA9_Ul1FcergSDLFmUn4TMjtw95t4W4SjF4_qcShFUb/s320/response.png" title="" width="320" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Compared to the average of the top 12 ads studied, BMW drove 3.2 times more searches.</span></td></tr> </tbody></table> Finally, Coca Cola was the overall winner with strong full-funnel performance placing in the top three across all three funnel stages.<br /> <br /> Whether people are tuning into the Olympics or their favorite TV show, they use their smartphones to search for information triggered by what they’re seeing.  In these <a href="https://www.thinkwithgoogle.com/collections/micromoments.html" target="_blank">micro-moments</a>, advertisers need to be there, be useful, and be accountable.  That means if you advertise on TV, you can now get a new view of performance across each stage of the funnel — using a combination of consumer surveys and digital response, all in a matter of days.  Armed with these new insights, advertisers are now able to better understand and improve the performance of these investments in concert with their digital media.<br /> <h3 style="text-align: left;"> Sourcing</h3> Using <a href="https://www.google.com/analytics/surveys/" target="_blank">Google Surveys 360</a> to provide consumer ad awareness and interest research, an <a href="https://www.google.com/insights/consumersurveys/view?survey=plfzgmzxx3ibu5ovs6nhm3qsde" target="_blank">online survey</a> was conducted in the United States during the period 8/19 - 8/21/16 using a validated, representative sample with a minimum of 700 respondents.  Response data is based on incremental TV ad-driven search queries (Google) during the course of the broadcast that are specific to the ad shown and are modeled by <a href="https://www.google.com/analytics/360-suite/attribution/#?utm_campaign=2016-all-gbl-ga360&utm_medium=blog&utm_source=ga-blog" target="_blank">Google Attribution 360</a> to be attributable to the airings of the commercials. Response data is normalized for total ad impressions during the broadcast for each advertiser.<br /> <br /> Happy Analyzing,<br /> <br /> <span class="byline-author">Posted by Casey Carey, Director of Marketing, Google Analytics</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: left;"> <div style="text-align: left;"> <span style="font-family: "times" , "times new roman" , serif;">Note: Now that the 2016 Games are over, we've updated the analysis from the <a href="https://analytics.googleblog.com/2016/08/which-tv-ads-made-podium-during-2016_11.html" target="_blank">original opening ceremonies post</a> to look at TV ad performance for the entire Olympics.</span></div> </div> <br /> When the 2016 Olympics kicked off almost three weeks ago, many TV advertisers were crossing their fingers that their strategy would pay off.  Reaching as many as an estimated <a href="http://adage.com/article/special-report-the-olympics/cable-digital-help-nbc-olympics-ratings/305410/" target="_blank">27.9 million</a> total viewers in the U.S., they were hoping their ads delivered relevant and compelling creative to the right audiences.  To answer the pay-off question, advertisers will predominately look at three specific areas of performance:<br /> <ol style="text-align: left;"> <li>Which ads were noticed by the audience?</li> <li>Which ads drove interest, shifted perception, and increased intent?</li> <li>And, which ads drove actual consumer response?</li> </ol> To get some insights into these questions, Google evaluated the top 12 brands totaling over 3.5 billion impressions that aired ads during the NBC broadcasts of the event.  The analysis is based on a combination of <a href="//g.co/consumersurveys" target="_blank">consumer surveys</a> and second-screen (mobile, desktop, and tablet) response data. Presented in a live <a href="https://datastudio.google.com/#/org//reporting/0B2-rNcnRS4x5TUlDNUR6LWowQWM/page/qgR" target="_blank">Google Data Studio dashboard</a>, the result is a unique view into the full-funnel performance of the ads evaluated.<br /> <h3 style="text-align: left;"> See</h3> Commercials during large, live sporting events like the Olympics are often uniquely created to leverage both the scale of the audience and the context of the event.  Whether it is telling the personal story of an athlete or playing to our passions like patriotism, they are intended to strike an emotional connection, entertain us, or make us stand up and take notice.<br /> <br /> <a href="https://www.youtube.com/watch?v=SEf7MoQYgzE" target="_blank">Nike's</a> "Unlimited" ads were the big winner with almost 35% of respondents having remembered seeing the ads when prompted. Including an ad with the <a href="https://www.youtube.com/watch?v=m7A3cBhvA0k" target="_blank">first quadruple amputee to summit Mount Kilimanjaro</a>, Nike's powerful ads outpaced typical recall rates in the 20%-25% range.  Coca Cola was a close second with their "<a href="https://www.youtube.com/watch?v=ThQDkDYcCSg" target="_blank">That's gold</a>" ads which mixed Olympic competition with everyday moments.  <a href="https://www.youtube.com/watch?v=uRdleKwYeAY" target="_blank">Tide</a>, <a href="https://www.youtube.com/watch?v=g6vKa8Be3s8" target="_blank">McDonald's</a>, and <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung</a> rounded out the top five with respectable recall rates. On overage, ad recall rates for the top five improved 3% percentage points from the initial analysis following the opening ceremonies.<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/AVvXsEgUbL7sXxGeonWITpYi-mrxUY2Q2SHNclnRpSzLdjK9GGiceCBVZNsFeBrshg3XcnlStRDklGyXKCjVKdjgQDXquJIu8HCSOOgo1eQnCtkLWf7dMCi65whFIaeRsA3Oq7RoLayC/s1600/ad-recall.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Olympics Ad Recall" border="0" height="297" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgUbL7sXxGeonWITpYi-mrxUY2Q2SHNclnRpSzLdjK9GGiceCBVZNsFeBrshg3XcnlStRDklGyXKCjVKdjgQDXquJIu8HCSOOgo1eQnCtkLWf7dMCi65whFIaeRsA3Oq7RoLayC/s400/ad-recall.png" title="" width="400" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Almost 35% of respondents remembered seeing the Nike ads.</span></td></tr> </tbody></table> Additionally, of those respondents recalling the ad, only 37% could recall the specific product or service featured in the ad.  The net is that only about 13% of viewers can recall both the brand and product in a specific advertisement.  Tide's"<a href="https://www.youtube.com/watch?v=uRdleKwYeAY" target="_blank">Small can be powerful</a>" ad with Simone Biles had the highest product recall rate at just over 50%.<br /> <h3 style="text-align: left;"> Think</h3> Advertisers also want the ad to shift perceptions and create interest in the product or service featured.  By surveying both viewers who did not see the ad (unexposed) and those who did see the ad (exposed), we are able to get insights into the impact of each ad’s messaging and creative. Overall, the results were impressive.  On average, respondents who saw the ads were 27% more positive about the associated brands than those who did not.  Likewise, respondents who saw the ads were 32% more likely to find out more and/or purchase the product being advertised.<br /> <br /> Compared to the lift measured during the opening ceremonies, both favorability and intent increased significantly over the span of the Olympics increasing ten and twelve percentage points respectively.<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/AVvXsEhEYkPw9-rp9PUO58snDmkN1TRSIqweYzSAKLhwjhg8ctSCMK99mT61MGa1TKwpC7tXIG3YQGdMJp1CvrePS2i36v6KkojrtWKxOsv8YVFGzQvHN6P7Ef9NmWf8W19paqg2Ey-S/s1600/interest.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Ad Lift in Favorability and Intent" border="0" height="270" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhEYkPw9-rp9PUO58snDmkN1TRSIqweYzSAKLhwjhg8ctSCMK99mT61MGa1TKwpC7tXIG3YQGdMJp1CvrePS2i36v6KkojrtWKxOsv8YVFGzQvHN6P7Ef9NmWf8W19paqg2Ey-S/s640/interest.png" title="" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Consumers who saw the ads, were on average, 25% more positive about the brand and were 28% more likely to find out more or purchase the product in the ads.</span></td></tr> </tbody></table> Interestingly, the baseline favorability and purchase intent for both non-sponsors and <a href="https://www.rio2016.com/en/sponsors" target="_blank">Olympic sponsors</a> are relatively equal.  However, non-sponsors saw a greater lift than sponsors with three more percentage points for favorability and seven more percentage points for intent.<br /> <h3 style="text-align: left;"> Do</h3> These commercials don’t just make us laugh or make us feel better about the brand — they also make us search and visit websites. Second-screen searching—whether it’s to re-engage with the ad or to learn more about the product — is a powerful indication of desire.  By measuring incremental search queries on Google during the broadcast that are specific and modeled to be attributable to ads shown, we are now able to include responses in our analysis.  During the broadcasts, TV ad driven searches were almost exclusively on mobile — 83% compared to an average of 55% for those brands when the ads were not airing.  For brands, that means a presence on the TV screen isn’t complete without a strategy for small screens, as well.<br /> <blockquote class="tr_bq"> "83% of searches on Google as a result of seeing the ads occurred on phones and another 10% occurred on tablets making a second screen strategy key to TV advertising."</blockquote> <a href="https://www.youtube.com/watch?v=5KMQhunx_PM" target="_blank">BMW</a> featured multiple products including a "<a href="https://www.youtube.com/watch?v=6IlgxHJ8b3Q" target="_blank">Performance wheelchair</a>" and garnered the top spot on the podium with a response strength index of 3.21.  <a href="https://www.youtube.com/watch?v=g6vKa8Be3s8" target="_blank">McDonald’s</a> and <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung</a> fought it out for the silver and bronze with 2.01 and 1.57 respectively.  The answer to the question “Do emotional ads work as well as product ads?” is, in this instance, “Yes.”  Both emotional and product ad creatives drove 50% more searches on average.  Also interestingly, ads by non-sponsors drove 17% more searches than their sponsor counterparts.<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/AVvXsEglRJS1u5DqFjBeSerFV1yKq4GtFii7k8ai7dJ1R88KgtocMQnFnj6y4ddJL27EIqiJbq8XMetweWpfubf8NxAFWyZIFdA9_Ul1FcergSDLFmUn4TMjtw95t4W4SjF4_qcShFUb/s1600/response.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Indexed Ad Driven Response" border="0" height="252" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglRJS1u5DqFjBeSerFV1yKq4GtFii7k8ai7dJ1R88KgtocMQnFnj6y4ddJL27EIqiJbq8XMetweWpfubf8NxAFWyZIFdA9_Ul1FcergSDLFmUn4TMjtw95t4W4SjF4_qcShFUb/s320/response.png" title="" width="320" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Compared to the average of the top 12 ads studied, BMW drove 3.2 times more searches.</span></td></tr> </tbody></table> Finally, Coca Cola was the overall winner with strong full-funnel performance placing in the top three across all three funnel stages.<br /> <br /> Whether people are tuning into the Olympics or their favorite TV show, they use their smartphones to search for information triggered by what they’re seeing.  In these <a href="https://www.thinkwithgoogle.com/collections/micromoments.html" target="_blank">micro-moments</a>, advertisers need to be there, be useful, and be accountable.  That means if you advertise on TV, you can now get a new view of performance across each stage of the funnel — using a combination of consumer surveys and digital response, all in a matter of days.  Armed with these new insights, advertisers are now able to better understand and improve the performance of these investments in concert with their digital media.<br /> <h3 style="text-align: left;"> Sourcing</h3> Using <a href="https://www.google.com/analytics/surveys/" target="_blank">Google Surveys 360</a> to provide consumer ad awareness and interest research, an <a href="https://www.google.com/insights/consumersurveys/view?survey=plfzgmzxx3ibu5ovs6nhm3qsde" target="_blank">online survey</a> was conducted in the United States during the period 8/19 - 8/21/16 using a validated, representative sample with a minimum of 700 respondents.  Response data is based on incremental TV ad-driven search queries (Google) during the course of the broadcast that are specific to the ad shown and are modeled by <a href="https://www.google.com/analytics/360-suite/attribution/#?utm_campaign=2016-all-gbl-ga360&utm_medium=blog&utm_source=ga-blog" target="_blank">Google Attribution 360</a> to be attributable to the airings of the commercials. Response data is normalized for total ad impressions during the broadcast for each advertiser.<br /> <br /> Happy Analyzing,<br /> <br /> <span class="byline-author">Posted by Casey Carey, Director of Marketing, Google Analytics</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/2016/08/which-tv-ads-made-podium-during-2016.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:Which TV Ads Made the Podium During the 2016 Olympics?&url=https://analytics.googleblog.com/2016/08/which-tv-ads-made-podium-during-2016.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/2016/08/which-tv-ads-made-podium-during-2016.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='793975917709486023' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2016/08/which-tv-ads-made-podium-during-2016_11.html' itemprop='url' title='Which TV Ads Made the Podium During the 2016 Olympics Opening Ceremonies?'> Which TV Ads Made the Podium During the 2016 Olympics Opening Ceremonies? </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> August 11, 2016 </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"> When the 2016 Olympics kicked off last Friday, many TV advertisers were crossing their fingers that their strategy would pay off. Reaching an estimated <a href="http://deadline.com/2016/08/olympics-opening-ceremony-ratings-fall-rio-nbc-gisele-bundchen-team-usa-1201799554/" target="_blank">26.5 million</a> total viewers in the U.S., they were hoping their ads delivered relevant and compelling creative to the right audiences. To answer the pay-off question, advertisers will predominately look at three specific areas of performance:<br /> <br /> <ol style="text-align: left;"> <li>Which ads were noticed by the audience?</li> <li>Which ads drove interest, shifted perception, and increased intent?</li> <li>And, which ads drove actual consumer response?</li> </ol> <br /> To get some insights into these questions, Google evaluated the top 10 brands (based on total ad minutes) that aired ads during the live broadcast of the opening ceremonies. The analysis is based on a combination of <a href="//g.co/consumersurveys" target="_blank">consumer surveys</a> and second-screen (mobile, desktop, and tablet) response data. Presented in a live Google Data Studio dashboard, the result is a unique view into the full-funnel performance of the ads evaluated.<br /> <h3 style="text-align: left;"> Awareness</h3> Commercials during large, live sporting events like the Olympics are often uniquely created to leverage both the scale of the audience and the context of the event. Whether it is telling the personal story of an athlete or playing to our passions like patriotism, they are intended to strike an emotional connection, entertain us, or make us stand up and take notice.<br /> <br /> <a href="https://www.youtube.com/watch?v=ThQDkDYcCSg" target="_blank">Coca Cola</a> was the big winner with almost 35% of respondents having remembered seeing the ad when prompted—a result that outpaces typical recall rates in the 20%-25% range. Not a surprising result from a top CPG brand. <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung</a>, Chevy, <a href="https://www.youtube.com/watch?v=o9lXgzEFkuo" target="_blank">United</a>, and <a href="https://www.youtube.com/watch?v=NaRgXQt_vhU" target="_blank">Visa</a> rounded out the top five with respectable recall rates.<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/AVvXsEi6ZSZCBIXfA5x8Uo81m_wyuu5ft0Ym5qcwmSPmRBZb9DDp-6JHil38FD90tDHzM_bBmaZEbH9fag8TnNRv6GeYhlUgE2CgpRqF5mLZIeuqzCrPgG6IW3ENQ7Yb-3i_Cct6jbbs/s1600/awareness.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="TV Ad Awareness Metrics" border="0" height="296" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6ZSZCBIXfA5x8Uo81m_wyuu5ft0Ym5qcwmSPmRBZb9DDp-6JHil38FD90tDHzM_bBmaZEbH9fag8TnNRv6GeYhlUgE2CgpRqF5mLZIeuqzCrPgG6IW3ENQ7Yb-3i_Cct6jbbs/s400/awareness.png" title="" width="400" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">35% of respondents remembered seeing the Coca Cola ad.</span></td></tr> </tbody></table> Additionally, of those respondents recalling the ad, only 40% could recall the specific product or service featured in the ad. The net is that only about 8% of viewers can recall both the brand and product in a specific advertisement. For many of the ads this was the first airing and it is reasonable to expect these numbers to improve substantially with increased exposure over the next couple of weeks.<br /> <h3 style="text-align: left;"> Interest</h3> Advertisers also want the ad to shift perceptions and create interest in the product or service featured. By surveying both viewers who saw the ad (exposed) and those who did not (unexposed), we are able to get insights into the impact of each ad’s messaging and creative. Overall, the results were impressive. On average, respondents who saw the ads were 18% more positive about the associated brands than those who did not. Likewise, respondents who saw the ads were 16% more likely to find out more and/or purchase the product being advertised.<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/AVvXsEgsnuZn-M6cZYaMSMHcBVpUujvHBM2bm2vdjVdTfYH67FGAAhmZEX_nO_wEZr-LtHhUqOQPuYu28ES8pvYV4sknbxFgccwhK6XzeYZZfoosibZoOX7_i-02TuzI8dvlwWTqj8TV/s1600/interest.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="TV Ad Interest Metrics" border="0" height="259" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsnuZn-M6cZYaMSMHcBVpUujvHBM2bm2vdjVdTfYH67FGAAhmZEX_nO_wEZr-LtHhUqOQPuYu28ES8pvYV4sknbxFgccwhK6XzeYZZfoosibZoOX7_i-02TuzI8dvlwWTqj8TV/s640/interest.png" title="" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Consumers who saw the ads were 18% more positive about the brand and were 16% more likely to find out more or purchase the product in the ad.</span></td></tr> </tbody></table> Interestingly, the baseline favorability and purchase intentions for both non-sponsors and <a href="https://www.rio2016.com/en/sponsors" target="_blank">Olympic sponsors</a> are relatively equal. And for the most part, the ad’s impact on both factors was the same across non-sponsors and sponsors.<br /> <h3 style="text-align: left;"> Desire</h3> These commercials don’t just make us laugh or make us feel better about the brand—they also make us search and visit websites. Second-screen searching—whether it’s to re-engage with the ad or to learn more about the product—is a powerful indication of desire. By measuring incremental search queries on Google and YouTube during the broadcast that are specific and modeled to be attributable to ads shown, we are now able to include responses in our analysis. During the opening ceremonies, TV ad driven searches were almost exclusively on mobile—94% compared to an average of 56% for those brands when the ads were not airing. For brands, that means a presence on the TV screen isn’t complete without a strategy for small screens, as well.<br /> <blockquote class="tr_bq"> "94% of searches on Google and YouTube as a result of seeing the ads occurred on mobile devices."</blockquote> <a href="https://www.youtube.com/watch?v=g6vKa8Be3s8" target="_blank">McDonald’s</a> took the top spot on the podium with 42% more searches than the average. <a href="https://www.youtube.com/watch?v=5KMQhunx_PM" target="_blank">BMW</a> and <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung</a> fought it out for second and third with 14% and 12% respectively. The answer to the question “Do emotional and inspiring ads work?” is, in this instance, “Yes.” But so do product-featured ads. Both inspiring and product ad creatives drove 10% more searches on average. Also, ads by sponsors drove 14% more searches than their non-sponsor counterparts.<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/AVvXsEgkv0qOy6BPdB6gAjZ4bjrp_GDYnzOHbTVxukcLwxBo8bY9PuIiKjZU4l6BqLR71xL4hP09C0mGQw31SibgP79Ks5JS-xNWDvTkppWgLuAVZFcbbqRwXSreXITUKO75iNltc3Lt/s1600/response.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="TV Ad Response Metrics" border="0" height="269" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkv0qOy6BPdB6gAjZ4bjrp_GDYnzOHbTVxukcLwxBo8bY9PuIiKjZU4l6BqLR71xL4hP09C0mGQw31SibgP79Ks5JS-xNWDvTkppWgLuAVZFcbbqRwXSreXITUKO75iNltc3Lt/s320/response.png" title="" width="320" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Compared to the average of the top 10 ads studied, McDonald’s drove 42% more searches.</span></td></tr> </tbody></table> Finally, the <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung Galaxy Note 7</a> ad was the overall winner with strong full-funnel performance placing in the top three across all three funnel stages. Whether people are tuning into the Olympics or their favorite TV show, they use their smartphones to search for information triggered by what they’re seeing. That means if you advertise on TV, you can now get a new view of performance across each stage of the funnel—using a combination of consumer surveys and digital response, all in a matter of days. Armed with these new insights, advertisers are now able to better understand and improve the performance of these investments in concert with their digital media.<br /> <h3 style="text-align: left;"> Sourcing</h3> Using <a href="https://www.google.com/analytics/surveys/" target="_blank">Google Surveys 360</a> to provide consumer ad awareness and interest research, an <a href="https://www.google.com/insights/consumersurveys/view?survey=2alhvyzwchnd5mlkfnpg7trexu" target="_blank">online survey</a> was conducted in the United States during the period 8/6 - 8/9/16 using a validated, representative sample with a minimum of 750 respondents. Response data is based on incremental TV ad-driven search queries (Google and YouTube) during the course of the broadcast that are specific to the ad shown and are modeled by <a href="https://www.google.com/analytics/360-suite/attribution/#?utm_campaign=2016-all-gbl-ga360&utm_medium=blog&utm_source=ga-blog" target="_blank">Google Attribution 360</a> to be attributable to the airings of the commercials. Response data is normalized for total commercial air time during the broadcast for each advertiser and indexed to the average. <br /> <br /> Happy Analyzing,<br /> <br /> <span class="byline-author">Posted by Casey Carey, Director of Marketing, Google Analytics</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"> When the 2016 Olympics kicked off last Friday, many TV advertisers were crossing their fingers that their strategy would pay off. Reaching an estimated <a href="http://deadline.com/2016/08/olympics-opening-ceremony-ratings-fall-rio-nbc-gisele-bundchen-team-usa-1201799554/" target="_blank">26.5 million</a> total viewers in the U.S., they were hoping their ads delivered relevant and compelling creative to the right audiences. To answer the pay-off question, advertisers will predominately look at three specific areas of performance:<br /> <br /> <ol style="text-align: left;"> <li>Which ads were noticed by the audience?</li> <li>Which ads drove interest, shifted perception, and increased intent?</li> <li>And, which ads drove actual consumer response?</li> </ol> <br /> To get some insights into these questions, Google evaluated the top 10 brands (based on total ad minutes) that aired ads during the live broadcast of the opening ceremonies. The analysis is based on a combination of <a href="//g.co/consumersurveys" target="_blank">consumer surveys</a> and second-screen (mobile, desktop, and tablet) response data. Presented in a live Google Data Studio dashboard, the result is a unique view into the full-funnel performance of the ads evaluated.<br /> <h3 style="text-align: left;"> Awareness</h3> Commercials during large, live sporting events like the Olympics are often uniquely created to leverage both the scale of the audience and the context of the event. Whether it is telling the personal story of an athlete or playing to our passions like patriotism, they are intended to strike an emotional connection, entertain us, or make us stand up and take notice.<br /> <br /> <a href="https://www.youtube.com/watch?v=ThQDkDYcCSg" target="_blank">Coca Cola</a> was the big winner with almost 35% of respondents having remembered seeing the ad when prompted—a result that outpaces typical recall rates in the 20%-25% range. Not a surprising result from a top CPG brand. <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung</a>, Chevy, <a href="https://www.youtube.com/watch?v=o9lXgzEFkuo" target="_blank">United</a>, and <a href="https://www.youtube.com/watch?v=NaRgXQt_vhU" target="_blank">Visa</a> rounded out the top five with respectable recall rates.<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/AVvXsEi6ZSZCBIXfA5x8Uo81m_wyuu5ft0Ym5qcwmSPmRBZb9DDp-6JHil38FD90tDHzM_bBmaZEbH9fag8TnNRv6GeYhlUgE2CgpRqF5mLZIeuqzCrPgG6IW3ENQ7Yb-3i_Cct6jbbs/s1600/awareness.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="TV Ad Awareness Metrics" border="0" height="296" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi6ZSZCBIXfA5x8Uo81m_wyuu5ft0Ym5qcwmSPmRBZb9DDp-6JHil38FD90tDHzM_bBmaZEbH9fag8TnNRv6GeYhlUgE2CgpRqF5mLZIeuqzCrPgG6IW3ENQ7Yb-3i_Cct6jbbs/s400/awareness.png" title="" width="400" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">35% of respondents remembered seeing the Coca Cola ad.</span></td></tr> </tbody></table> Additionally, of those respondents recalling the ad, only 40% could recall the specific product or service featured in the ad. The net is that only about 8% of viewers can recall both the brand and product in a specific advertisement. For many of the ads this was the first airing and it is reasonable to expect these numbers to improve substantially with increased exposure over the next couple of weeks.<br /> <h3 style="text-align: left;"> Interest</h3> Advertisers also want the ad to shift perceptions and create interest in the product or service featured. By surveying both viewers who saw the ad (exposed) and those who did not (unexposed), we are able to get insights into the impact of each ad’s messaging and creative. Overall, the results were impressive. On average, respondents who saw the ads were 18% more positive about the associated brands than those who did not. Likewise, respondents who saw the ads were 16% more likely to find out more and/or purchase the product being advertised.<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/AVvXsEgsnuZn-M6cZYaMSMHcBVpUujvHBM2bm2vdjVdTfYH67FGAAhmZEX_nO_wEZr-LtHhUqOQPuYu28ES8pvYV4sknbxFgccwhK6XzeYZZfoosibZoOX7_i-02TuzI8dvlwWTqj8TV/s1600/interest.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="TV Ad Interest Metrics" border="0" height="259" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsnuZn-M6cZYaMSMHcBVpUujvHBM2bm2vdjVdTfYH67FGAAhmZEX_nO_wEZr-LtHhUqOQPuYu28ES8pvYV4sknbxFgccwhK6XzeYZZfoosibZoOX7_i-02TuzI8dvlwWTqj8TV/s640/interest.png" title="" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Consumers who saw the ads were 18% more positive about the brand and were 16% more likely to find out more or purchase the product in the ad.</span></td></tr> </tbody></table> Interestingly, the baseline favorability and purchase intentions for both non-sponsors and <a href="https://www.rio2016.com/en/sponsors" target="_blank">Olympic sponsors</a> are relatively equal. And for the most part, the ad’s impact on both factors was the same across non-sponsors and sponsors.<br /> <h3 style="text-align: left;"> Desire</h3> These commercials don’t just make us laugh or make us feel better about the brand—they also make us search and visit websites. Second-screen searching—whether it’s to re-engage with the ad or to learn more about the product—is a powerful indication of desire. By measuring incremental search queries on Google and YouTube during the broadcast that are specific and modeled to be attributable to ads shown, we are now able to include responses in our analysis. During the opening ceremonies, TV ad driven searches were almost exclusively on mobile—94% compared to an average of 56% for those brands when the ads were not airing. For brands, that means a presence on the TV screen isn’t complete without a strategy for small screens, as well.<br /> <blockquote class="tr_bq"> "94% of searches on Google and YouTube as a result of seeing the ads occurred on mobile devices."</blockquote> <a href="https://www.youtube.com/watch?v=g6vKa8Be3s8" target="_blank">McDonald’s</a> took the top spot on the podium with 42% more searches than the average. <a href="https://www.youtube.com/watch?v=5KMQhunx_PM" target="_blank">BMW</a> and <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung</a> fought it out for second and third with 14% and 12% respectively. The answer to the question “Do emotional and inspiring ads work?” is, in this instance, “Yes.” But so do product-featured ads. Both inspiring and product ad creatives drove 10% more searches on average. Also, ads by sponsors drove 14% more searches than their non-sponsor counterparts.<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/AVvXsEgkv0qOy6BPdB6gAjZ4bjrp_GDYnzOHbTVxukcLwxBo8bY9PuIiKjZU4l6BqLR71xL4hP09C0mGQw31SibgP79Ks5JS-xNWDvTkppWgLuAVZFcbbqRwXSreXITUKO75iNltc3Lt/s1600/response.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="TV Ad Response Metrics" border="0" height="269" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgkv0qOy6BPdB6gAjZ4bjrp_GDYnzOHbTVxukcLwxBo8bY9PuIiKjZU4l6BqLR71xL4hP09C0mGQw31SibgP79Ks5JS-xNWDvTkppWgLuAVZFcbbqRwXSreXITUKO75iNltc3Lt/s320/response.png" title="" width="320" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;">Compared to the average of the top 10 ads studied, McDonald’s drove 42% more searches.</span></td></tr> </tbody></table> Finally, the <a href="https://www.youtube.com/watch?v=GfUhExdNjK8" target="_blank">Samsung Galaxy Note 7</a> ad was the overall winner with strong full-funnel performance placing in the top three across all three funnel stages. Whether people are tuning into the Olympics or their favorite TV show, they use their smartphones to search for information triggered by what they’re seeing. That means if you advertise on TV, you can now get a new view of performance across each stage of the funnel—using a combination of consumer surveys and digital response, all in a matter of days. Armed with these new insights, advertisers are now able to better understand and improve the performance of these investments in concert with their digital media.<br /> <h3 style="text-align: left;"> Sourcing</h3> Using <a href="https://www.google.com/analytics/surveys/" target="_blank">Google Surveys 360</a> to provide consumer ad awareness and interest research, an <a href="https://www.google.com/insights/consumersurveys/view?survey=2alhvyzwchnd5mlkfnpg7trexu" target="_blank">online survey</a> was conducted in the United States during the period 8/6 - 8/9/16 using a validated, representative sample with a minimum of 750 respondents. Response data is based on incremental TV ad-driven search queries (Google and YouTube) during the course of the broadcast that are specific to the ad shown and are modeled by <a href="https://www.google.com/analytics/360-suite/attribution/#?utm_campaign=2016-all-gbl-ga360&utm_medium=blog&utm_source=ga-blog" target="_blank">Google Attribution 360</a> to be attributable to the airings of the commercials. Response data is normalized for total commercial air time during the broadcast for each advertiser and indexed to the average. <br /> <br /> Happy Analyzing,<br /> <br /> <span class="byline-author">Posted by Casey Carey, Director of Marketing, Google Analytics</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/2016/08/which-tv-ads-made-podium-during-2016_11.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:Which TV Ads Made the Podium During the 2016 Olympics Opening Ceremonies?&url=https://analytics.googleblog.com/2016/08/which-tv-ads-made-podium-during-2016_11.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/2016/08/which-tv-ads-made-podium-during-2016_11.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='4036739964939402578' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2016/05/move-beyond-last-click-attribution-in.html' itemprop='url' title='Move beyond last click attribution in AdWords'> Move beyond last click attribution in AdWords </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> May 10, 2016 </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"> People often see many ads across different devices before making a purchase, booking a flight, or signing up for an account. Because of this, advertisers know that last click attribution may not always tell the full story. <a href="https://plus.google.com/+GoogleAds/posts/hZTQi6AFbfT" target="_blank">In 2014</a>, we released the <a href="https://support.google.com/adwords/answer/6259715#attribution_modeling_report?utm_source=inside%C2%ADadwords&utm_medium=EN&utm_campaign=dda_announce" target="_blank">Attribution Modeling Tool in AdWords</a> to share insights about how users interact with your ads. Later this month, you’ll be able to integrate the attribution model of your choice with your conversion data and bidding.<br /> <br /> For each conversion type, use a simple dropdown menu in Conversion settings to select one of six different attribution models  last click, first click, linear, time decay, positionbased, or data driven. When you pick a new model, credit will be reassigned across the conversion path for all search or shopping ad clicks on Google.com, and your conversion stats will change moving forward. You can adjust bids based on your new way of counting conversions, and if you’re using automated bidding for search ads, your bids will be optimized automatically to reflect your new model. To learn more, visit our <a href="https://support.google.com/adwords/answer/6259715?utm_source=inside-adwords&utm_medium=EN&utm_campaign=dda_announce" target="_blank">Help Center</a>.<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmIkugSMUSFfTrSVVdxWDoHeHigQSFS8xpkwUZ_h8odpifCREJ4Ww4ARv6iy-LkNMwxEUKyKtxWWC00hqp75YDHHo1ggo7m2fnM86B4VYnr9WWhI9gtw_S2aoC3igr2hByKwXk/s1600/Attribution+Model+Dropdown+-+AdWords.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="216" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmIkugSMUSFfTrSVVdxWDoHeHigQSFS8xpkwUZ_h8odpifCREJ4Ww4ARv6iy-LkNMwxEUKyKtxWWC00hqp75YDHHo1ggo7m2fnM86B4VYnr9WWhI9gtw_S2aoC3igr2hByKwXk/s640/Attribution+Model+Dropdown+-+AdWords.png" width="640" /></a></div> For the first time, AdWords advertisers with sufficient data will also be able to select the new <a href="https://support.google.com/adwords/answer/6394265?utm_source=inside-adwords&utm_medium=EN&utm_campaign=dda_announce" target="_blank">data driven attribution model</a> as a public beta, which is also available in <a href="http://analytics.blogspot.com/2013/08/data%C2%ADdriven%C2%ADattribution%C2%ADbetter.html" target="_blank">Analytics 360</a>, <a href="https://www.google.com/analytics/360%C2%ADsuite/attribution" target="_blank">Attribution 360</a>, and <a href="http://doubleclickadvertisers.blogspot.com/2016/02/enable%C2%ADbetter%C2%ADdecisions%C2%ADwith%C2%ADdata.html" target="_blank">DoubleClick</a>. Unlike rulesbased models, data driven attribution uses machine learning to evaluate all the converting and nonconverting paths across your account and identifies the proper credit for each interaction. The model considers the number of ad interactions, order of exposure, ad creative, and many other factors to determine which keywords and clicks are the most effective at driving results.<br /> <br /> To help advertisers succeed with attribution, we’ve created a new best practices guide: “<a href="https://support.google.com/adwords/answer/7003286?utm_source=inside-adwords&utm_medium=EN&utm_campaign=dda_announce" target="_blank">Beyond LastClick Attribution</a>.” The guide will show you how to:<br /> <ul style="align: left;"> <li>Determine how important moving beyond lastclick attribution is to your business </li> <li>Choose a model that best fits your needs </li> <li>Value early influencer keywords appropriately </li> <li>Act on attribution </li> <li>Evolve your approach to attribution as measurement gets better </li> </ul> <br /> We hope the new functionality and guide will help you optimize your marketing campaigns and drive stronger results, and our goal is to expand beyond search soon. <span class="bylineauthor"> </span><br /> <br /> <span class="bylineauthor">Posted by:<br /> <i>Joan Arensman, Product Manager</i><br /> <i>Wilfred Yeung, Product Manager</i></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"> People often see many ads across different devices before making a purchase, booking a flight, or signing up for an account. Because of this, advertisers know that last click attribution may not always tell the full story. <a href="https://plus.google.com/+GoogleAds/posts/hZTQi6AFbfT" target="_blank">In 2014</a>, we released the <a href="https://support.google.com/adwords/answer/6259715#attribution_modeling_report?utm_source=inside%C2%ADadwords&utm_medium=EN&utm_campaign=dda_announce" target="_blank">Attribution Modeling Tool in AdWords</a> to share insights about how users interact with your ads. Later this month, you’ll be able to integrate the attribution model of your choice with your conversion data and bidding.<br /> <br /> For each conversion type, use a simple dropdown menu in Conversion settings to select one of six different attribution models  last click, first click, linear, time decay, positionbased, or data driven. When you pick a new model, credit will be reassigned across the conversion path for all search or shopping ad clicks on Google.com, and your conversion stats will change moving forward. You can adjust bids based on your new way of counting conversions, and if you’re using automated bidding for search ads, your bids will be optimized automatically to reflect your new model. To learn more, visit our <a href="https://support.google.com/adwords/answer/6259715?utm_source=inside-adwords&utm_medium=EN&utm_campaign=dda_announce" target="_blank">Help Center</a>.<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmIkugSMUSFfTrSVVdxWDoHeHigQSFS8xpkwUZ_h8odpifCREJ4Ww4ARv6iy-LkNMwxEUKyKtxWWC00hqp75YDHHo1ggo7m2fnM86B4VYnr9WWhI9gtw_S2aoC3igr2hByKwXk/s1600/Attribution+Model+Dropdown+-+AdWords.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="216" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmIkugSMUSFfTrSVVdxWDoHeHigQSFS8xpkwUZ_h8odpifCREJ4Ww4ARv6iy-LkNMwxEUKyKtxWWC00hqp75YDHHo1ggo7m2fnM86B4VYnr9WWhI9gtw_S2aoC3igr2hByKwXk/s640/Attribution+Model+Dropdown+-+AdWords.png" width="640" /></a></div> For the first time, AdWords advertisers with sufficient data will also be able to select the new <a href="https://support.google.com/adwords/answer/6394265?utm_source=inside-adwords&utm_medium=EN&utm_campaign=dda_announce" target="_blank">data driven attribution model</a> as a public beta, which is also available in <a href="http://analytics.blogspot.com/2013/08/data%C2%ADdriven%C2%ADattribution%C2%ADbetter.html" target="_blank">Analytics 360</a>, <a href="https://www.google.com/analytics/360%C2%ADsuite/attribution" target="_blank">Attribution 360</a>, and <a href="http://doubleclickadvertisers.blogspot.com/2016/02/enable%C2%ADbetter%C2%ADdecisions%C2%ADwith%C2%ADdata.html" target="_blank">DoubleClick</a>. Unlike rulesbased models, data driven attribution uses machine learning to evaluate all the converting and nonconverting paths across your account and identifies the proper credit for each interaction. The model considers the number of ad interactions, order of exposure, ad creative, and many other factors to determine which keywords and clicks are the most effective at driving results.<br /> <br /> To help advertisers succeed with attribution, we’ve created a new best practices guide: “<a href="https://support.google.com/adwords/answer/7003286?utm_source=inside-adwords&utm_medium=EN&utm_campaign=dda_announce" target="_blank">Beyond LastClick Attribution</a>.” The guide will show you how to:<br /> <ul style="align: left;"> <li>Determine how important moving beyond lastclick attribution is to your business </li> <li>Choose a model that best fits your needs </li> <li>Value early influencer keywords appropriately </li> <li>Act on attribution </li> <li>Evolve your approach to attribution as measurement gets better </li> </ul> <br /> We hope the new functionality and guide will help you optimize your marketing campaigns and drive stronger results, and our goal is to expand beyond search soon. <span class="bylineauthor"> </span><br /> <br /> <span class="bylineauthor">Posted by:<br /> <i>Joan Arensman, Product Manager</i><br /> <i>Wilfred Yeung, Product Manager</i></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/2016/05/move-beyond-last-click-attribution-in.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:Move beyond last click attribution in AdWords&url=https://analytics.googleblog.com/2016/05/move-beyond-last-click-attribution-in.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/2016/05/move-beyond-last-click-attribution-in.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='2904916283912354797' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2016/04/your-marketing-strategy-isnt-single.html' itemprop='url' title='Spotlight on Attribution 360, part of the Google Analytics 360 Suite'> Spotlight on Attribution 360, part of the Google Analytics 360 Suite </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> April 28, 2016 </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"> <b>Your marketing strategy isn’t single channel so why should your measurement practices be? </b><br /> <br /> Looking at marketing performance one channel at a time no longer makes sense. In today’s complex, micro-moment, cross-screen landscape, the lines between marketing efforts are blurred. Traditional marketing and digital marketing overlap, with investments online delivering results offline, and vice versa. Cross-channel marketers have an opportunity to shift away from channel-by-channel thinking to better understand how to optimize their entire marketing strategy.<br /> <br /> <a href="//www.google.com/analytics/360-suite/attribution/#?modal_active=none?utm_source=blog&utm_medium=ga-blog&utm_campaign=2016-ga360-attribution&utm_content=" target="_blank">Google Attribution 360</a> allows you to measure and optimize marketing spend for all channels, online and off, at once. Use it to uncover insights, make a true impact on the customer journey, and improve ROI.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgF47aqfKmepNUfe_pVESAdKGvCCbt7wX68yZVEuc5reT1SenbOmVDfcZ6ftcaGZns54nbhDh_QIrqwzicYINGBbNUDDNBosTmyycJ84gwFImUHENgfjvAFF4J6MSuU4sktsOS/s1600/attribution360.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="350" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgF47aqfKmepNUfe_pVESAdKGvCCbt7wX68yZVEuc5reT1SenbOmVDfcZ6ftcaGZns54nbhDh_QIrqwzicYINGBbNUDDNBosTmyycJ84gwFImUHENgfjvAFF4J6MSuU4sktsOS/s400/attribution360.png" width="400" /></a></div> <br /> The Digital Attribution, Marketing Mix Modeling, and TV Attribution capabilities within Attribution 360 allow you to analyze all your available data streams and create a highly accurate model of your full marketing efforts.<br /> <br /> <ul style="text-align: left;"> <li><b>Digital Attribution </b>helps you combine and interpret siloed data sources, apply data-driven attribution modeling, and optimize your digital marketing mix. Rather than using a limited first-touch, last-touch, or arbitrary rules-based model, Digital Attribution awards the appropriate credit to each and every touchpoint on the customer journey. </li> <li><b>Marketing Mix Modeling </b>adds a top-down, aggregated view of performance across all channels, including media such as radio, television, print, out-of-home, and digital. You’ll also get insights into how external factors such as economic conditions, seasonality, and competitive actions impact your marketing efforts. </li> <li><b>TV Attribution</b> helps business relying on TV to build awareness and demand to integrate digital and broadcast data and understand their cross-channel performance. Down-to-the-minute TV ad airings data is analyzed alongside digital site and search data to reveal the attributable impact of specific broadcast ad placements. </li> </ul> Here’s how one of our customers, Open Colleges, uses Attribution 360 to make the connection between TV and digital advertising.<br /> <br /> <b>Google Attribution 360 helps Open Colleges see how TV ads turn into online leads </b><br /> <br /> Open Colleges, Australia’s leader in online learning, felt television advertising could be a powerful tool to reach its audience, but in a data-driven and lead-driven culture they found it difficult to measure and justify the actual impact of TV ads. They wanted to see how TV ads translated into real leads, understand the cross-channel customer journey, and find new opportunities in their marketing mix. That’s when they turned to Google Attribution 360.<br /> <br /> For three months in 2015, the team tested Attribution 360 with a series of TV campaigns focused on their key user base of women aged 25-54 who are looking to enhance or change their careers. They ran ads on a variety of TV programming — cooking shows, series, soap operas, and news and morning shows.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4O79N0tauX_TJ0lijIA-gqSNZFIAGtay1DEKQdkkKkg0pqnd_5U_H5fLtbSEWVf-GH-klyUNfn8dsKeqYcHCdVzNgm5BWEGLn9neliUItwI2L11bxXo0GGoFa3ApCOm96j0vV/s1600/opencolleges-commercial.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4O79N0tauX_TJ0lijIA-gqSNZFIAGtay1DEKQdkkKkg0pqnd_5U_H5fLtbSEWVf-GH-klyUNfn8dsKeqYcHCdVzNgm5BWEGLn9neliUItwI2L11bxXo0GGoFa3ApCOm96j0vV/s400/opencolleges-commercial.png" width="400" /></a></div> <br /> <b>Getting results </b><br /> <br /> With Attribution 360, the Open Colleges team could see clearly what was engaging TV viewers and driving them to search. While news and morning shows delivered larger impression volume, light entertainment shows like Ellen and Grey’s Anatomy had higher impact on leads. Open Colleges also learned that while Saturday was their most engaged day, Monday and Tuesday spots were more cost-efficient by an average of 12%.<br /> <br /> “We gained insights into day-parting, 15-second versus 30-second spots, and campaign flighting — just a level of insights we’ve never had before,” says Matt Hill, Head of Brand & Communication for Open Colleges.<br /> <br /> They also learned that dual-screen TV viewers were far more engaged on mobile than on desktop, and far more engaged on smartphones than on tablets.<br /> <br /> “People sitting on the couch who see a TV ad, they’re not going to run and get their laptop,” notes Hill. “They pull out their phone and search for us right there.” In prime time (6-10pm), for example, 81% of attributed visits were from mobile.<br /> <br /> <b>Making adjustments </b><br /> <br /> As results came in, the Open Colleges team made adjustments to campaigns, ad buys and creatives to capitalize on what they learned. The realized they had to make sure their online ads were at or near top position for web searches using keywords like online courses any time their TV ads were driving response. “Your search bidding strategy has to be aligned with your TV activity,” says Hill. “If your TV ad drives a mobile user to search for online education and you aren’t there, you won’t make the most of your investment.”<br /> <br /> In the first three months, Open Colleges saw a significant uplift with its key target audience of women aged 25–54. As a result, the team is now testing many new approaches, like targeting smaller audiences in Western Australia, trying programming alternatives at off-peak hours, and exploring the hours where 15-second ads get the best ROI.<br /> <br /> “Traditional metrics just don’t cut it anymore,” says Hill. “You need to understand what your marketing dollars are doing for you in detail, and TV attribution has given us the visibility and confidence that TV does deliver against hard business metrics. If you’re serious about understanding the pathways to conversion and the full impact of your offline spend for maximum ROI, Attribution 360 is a must.”<br /> <br /> Read <a href="//goo.gl/1L2NJy" target="_blank">the full case study</a> with Open Colleges for more details.<br /> <br /> Stay tuned for more updates on Attribution 360 as we continue to invest in new and exciting capabilities.<br /> <br /> <span class="byline-author">Posted by Dave Barney, Product Manager, Google Attribution 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"> <b>Your marketing strategy isn’t single channel so why should your measurement practices be? </b><br /> <br /> Looking at marketing performance one channel at a time no longer makes sense. In today’s complex, micro-moment, cross-screen landscape, the lines between marketing efforts are blurred. Traditional marketing and digital marketing overlap, with investments online delivering results offline, and vice versa. Cross-channel marketers have an opportunity to shift away from channel-by-channel thinking to better understand how to optimize their entire marketing strategy.<br /> <br /> <a href="//www.google.com/analytics/360-suite/attribution/#?modal_active=none?utm_source=blog&utm_medium=ga-blog&utm_campaign=2016-ga360-attribution&utm_content=" target="_blank">Google Attribution 360</a> allows you to measure and optimize marketing spend for all channels, online and off, at once. Use it to uncover insights, make a true impact on the customer journey, and improve ROI.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgF47aqfKmepNUfe_pVESAdKGvCCbt7wX68yZVEuc5reT1SenbOmVDfcZ6ftcaGZns54nbhDh_QIrqwzicYINGBbNUDDNBosTmyycJ84gwFImUHENgfjvAFF4J6MSuU4sktsOS/s1600/attribution360.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="350" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgF47aqfKmepNUfe_pVESAdKGvCCbt7wX68yZVEuc5reT1SenbOmVDfcZ6ftcaGZns54nbhDh_QIrqwzicYINGBbNUDDNBosTmyycJ84gwFImUHENgfjvAFF4J6MSuU4sktsOS/s400/attribution360.png" width="400" /></a></div> <br /> The Digital Attribution, Marketing Mix Modeling, and TV Attribution capabilities within Attribution 360 allow you to analyze all your available data streams and create a highly accurate model of your full marketing efforts.<br /> <br /> <ul style="text-align: left;"> <li><b>Digital Attribution </b>helps you combine and interpret siloed data sources, apply data-driven attribution modeling, and optimize your digital marketing mix. Rather than using a limited first-touch, last-touch, or arbitrary rules-based model, Digital Attribution awards the appropriate credit to each and every touchpoint on the customer journey. </li> <li><b>Marketing Mix Modeling </b>adds a top-down, aggregated view of performance across all channels, including media such as radio, television, print, out-of-home, and digital. You’ll also get insights into how external factors such as economic conditions, seasonality, and competitive actions impact your marketing efforts. </li> <li><b>TV Attribution</b> helps business relying on TV to build awareness and demand to integrate digital and broadcast data and understand their cross-channel performance. Down-to-the-minute TV ad airings data is analyzed alongside digital site and search data to reveal the attributable impact of specific broadcast ad placements. </li> </ul> Here’s how one of our customers, Open Colleges, uses Attribution 360 to make the connection between TV and digital advertising.<br /> <br /> <b>Google Attribution 360 helps Open Colleges see how TV ads turn into online leads </b><br /> <br /> Open Colleges, Australia’s leader in online learning, felt television advertising could be a powerful tool to reach its audience, but in a data-driven and lead-driven culture they found it difficult to measure and justify the actual impact of TV ads. They wanted to see how TV ads translated into real leads, understand the cross-channel customer journey, and find new opportunities in their marketing mix. That’s when they turned to Google Attribution 360.<br /> <br /> For three months in 2015, the team tested Attribution 360 with a series of TV campaigns focused on their key user base of women aged 25-54 who are looking to enhance or change their careers. They ran ads on a variety of TV programming — cooking shows, series, soap operas, and news and morning shows.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4O79N0tauX_TJ0lijIA-gqSNZFIAGtay1DEKQdkkKkg0pqnd_5U_H5fLtbSEWVf-GH-klyUNfn8dsKeqYcHCdVzNgm5BWEGLn9neliUItwI2L11bxXo0GGoFa3ApCOm96j0vV/s1600/opencolleges-commercial.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4O79N0tauX_TJ0lijIA-gqSNZFIAGtay1DEKQdkkKkg0pqnd_5U_H5fLtbSEWVf-GH-klyUNfn8dsKeqYcHCdVzNgm5BWEGLn9neliUItwI2L11bxXo0GGoFa3ApCOm96j0vV/s400/opencolleges-commercial.png" width="400" /></a></div> <br /> <b>Getting results </b><br /> <br /> With Attribution 360, the Open Colleges team could see clearly what was engaging TV viewers and driving them to search. While news and morning shows delivered larger impression volume, light entertainment shows like Ellen and Grey’s Anatomy had higher impact on leads. Open Colleges also learned that while Saturday was their most engaged day, Monday and Tuesday spots were more cost-efficient by an average of 12%.<br /> <br /> “We gained insights into day-parting, 15-second versus 30-second spots, and campaign flighting — just a level of insights we’ve never had before,” says Matt Hill, Head of Brand & Communication for Open Colleges.<br /> <br /> They also learned that dual-screen TV viewers were far more engaged on mobile than on desktop, and far more engaged on smartphones than on tablets.<br /> <br /> “People sitting on the couch who see a TV ad, they’re not going to run and get their laptop,” notes Hill. “They pull out their phone and search for us right there.” In prime time (6-10pm), for example, 81% of attributed visits were from mobile.<br /> <br /> <b>Making adjustments </b><br /> <br /> As results came in, the Open Colleges team made adjustments to campaigns, ad buys and creatives to capitalize on what they learned. The realized they had to make sure their online ads were at or near top position for web searches using keywords like online courses any time their TV ads were driving response. “Your search bidding strategy has to be aligned with your TV activity,” says Hill. “If your TV ad drives a mobile user to search for online education and you aren’t there, you won’t make the most of your investment.”<br /> <br /> In the first three months, Open Colleges saw a significant uplift with its key target audience of women aged 25–54. As a result, the team is now testing many new approaches, like targeting smaller audiences in Western Australia, trying programming alternatives at off-peak hours, and exploring the hours where 15-second ads get the best ROI.<br /> <br /> “Traditional metrics just don’t cut it anymore,” says Hill. “You need to understand what your marketing dollars are doing for you in detail, and TV attribution has given us the visibility and confidence that TV does deliver against hard business metrics. If you’re serious about understanding the pathways to conversion and the full impact of your offline spend for maximum ROI, Attribution 360 is a must.”<br /> <br /> Read <a href="//goo.gl/1L2NJy" target="_blank">the full case study</a> with Open Colleges for more details.<br /> <br /> Stay tuned for more updates on Attribution 360 as we continue to invest in new and exciting capabilities.<br /> <br /> <span class="byline-author">Posted by Dave Barney, Product Manager, Google Attribution 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/2016/04/your-marketing-strategy-isnt-single.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:Spotlight on Attribution 360, part of the Google Analytics 360 Suite&url=https://analytics.googleblog.com/2016/04/your-marketing-strategy-isnt-single.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/2016/04/your-marketing-strategy-isnt-single.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='2030731530344230547' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2016/04/the-new-pr-reporting-landscape-how-to.html' itemprop='url' title='The New PR Reporting Landscape: How To Show Value and Drive Decisions'> The New PR Reporting Landscape: How To Show Value and Drive Decisions </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> April 19, 2016 </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"> <i>By Rajagopal Sathyamurthi (CTO & Co-Founder) and Leta Soza (Director of PR Engineering & Ops) at AirPR</i><br /> <br /> Public Relations constantly grapples with the ability to report meaningful results in a manner that resonates with executives and members of the C-Suite.<br /> <br /> Until the emergence of “<a href="http://mashable.com/2014/06/05/pr-tech-future/#k1L_49aZQkqp">PRTech</a>” began to enable dot-connecting between PR activities and business goals, the PR industry generally used output driven metrics (impressions, number of press hits, AVEs, etc.) to communicate its value; but these barometers rarely tie back to business goals and don’t do much to inform future decision-making.<br /> <br /> All of this is changing as PR shifts its focus from reporting on outputs to data-driven outcomes. Metrics such as visitors to site, engagement, and message “pull-through” are quickly gaining ground as the new gold standards for PR measurement. A widespread adoption of these metrics, however, is predicated on a reporting mechanism that can neatly and efficiently package this data.<br /> <br /> To help solve this widespread challenge, <a href="https://www.airpr.com/">AirPR</a> recently launched a Reporting Suite that uses aggregated PR activity output data from our <a href="http://analytics.blogspot.com/2015/04/tackling-quantitative-pr-measurement.html">Analyst product</a> to generate automated, actionable reports based on the customized success metrics of any company.<br /> <br /> One of the key components to leveraging the power of the Reporting Suite is our solution’s unique integration with Google Analytics. This integration allows us to analyze and visualize specific subsets of Google Analytics data.<br /> <br /> The Google Analytics Core Reporting API exposes a few key metrics which have great utility for PR professionals: users and goal/event conversions. Pre-processing and ingesting this metric data into our Reporting Suite allows PR pros to see trends over time as it relates to traffic and engagement driven by PR content.<br /> <br /> When PR can quickly survey this data, the question isn’t, “do spikes in coverage volume correspond to spikes in traffic?” Rather it is, “which narratives, outlets or topics drive the most traffic, engagement, or amplification?” Also, “how can successes be replicated?” <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/AVvXsEivLEwXNGo50XNKbuaWM726WO2qO7DgTL4h25DHLH16bHnHVs1Ah7AdWARQM5bTxn80VN10Lk8Hx8TH0dRPCuqLkbtdKjb-3iMY7oicow_bMAbmHG5S5hf-ZEtW0xm636fY9BNH/s1600/air-pr-img-2.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="352" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivLEwXNGo50XNKbuaWM726WO2qO7DgTL4h25DHLH16bHnHVs1Ah7AdWARQM5bTxn80VN10Lk8Hx8TH0dRPCuqLkbtdKjb-3iMY7oicow_bMAbmHG5S5hf-ZEtW0xm636fY9BNH/s640/air-pr-img-2.png" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><br /></td></tr> </tbody></table> These key metrics combined with AirPR’s data, classification features, and proprietary algorithms also provide a simple way to slice, dice, and visualize complex data in seconds.<br /> <br /> Dimensions such as full referrer (content sources) and date (subset of time) are crucial to PR pros understanding which media outlets and specific pieces of content are more impactful for their business over different time ranges. <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/AVvXsEiAwOcp1m3adxQGWOk1hjSWwjs8GLuwV5pvPtvFlZyYlBHlFNC5wRN2KnEbSV0AEf0t4WLNCz-S1kkCRJjRY0ia7eu-oy53UXIibaFAGbu2F07hJBazBkBFu4PoDkbNsQj9SiAa/s1600/air-pr-img-1.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="492" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAwOcp1m3adxQGWOk1hjSWwjs8GLuwV5pvPtvFlZyYlBHlFNC5wRN2KnEbSV0AEf0t4WLNCz-S1kkCRJjRY0ia7eu-oy53UXIibaFAGbu2F07hJBazBkBFu4PoDkbNsQj9SiAa/s640/air-pr-img-1.png" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><br /></td></tr> </tbody></table> AirPR Analyst enhances the direct attribution data from Google Analytics with additional sources of PR data to track and display the performance of content that contain links back to company websites, as well as the impact of articles that do not contain links or those with links that do not get clicked.  <br /> <br /> Last but not least, our Reporting Suite aims to impact how PR success is defined. Not only will PR have a clearer picture of what delivers for their brand or client, they can quickly and succinctly speak to business leaders in key data points, which highlight success stories.<br /> <br /> No matter what technology or methods you are using, here are a few simple tips for communicating success like a PR boss, and ensuring that the executive (to which you report) can clearly see the value of your hard work and effort:<br /> <br /> <b>Top-line and bottom-line it.</b><br />  • The best of the month in terms of X metric was Y content and what this means is Z. <br /> <br /> <b>Use numbers to tell the story. </b><br />  • We saw an X% change in Y month over month, and what that does for us is Z. <br /> <br /> <b>Speak to business wins.</b><br />  • This is what X activity did for business goal Y. <br /> <br /> <b>Share what’s next. </b><br /> • With X data, we are going to focus on Y. <br /> <br /> The remaining hurdle for PR pros is to begin thinking differently about what metrics matter in terms of future decision making. While impressions and press hits are certainly important in terms of “activity-based metrics”, they don’t necessarily tell the whole story. Our information-rich environment implores us to continually evaluate which pieces of media or content properly convey key messages, reach our desired audiences, generate top-of-funnel business leads, and ladder up to business goals.<br /> <br /> <i>Posted by Google Analytics technology partner <a href="https://www.google.com/analytics/partners/company/5122982028509184">AirPR</a></i></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"> <i>By Rajagopal Sathyamurthi (CTO & Co-Founder) and Leta Soza (Director of PR Engineering & Ops) at AirPR</i><br /> <br /> Public Relations constantly grapples with the ability to report meaningful results in a manner that resonates with executives and members of the C-Suite.<br /> <br /> Until the emergence of “<a href="http://mashable.com/2014/06/05/pr-tech-future/#k1L_49aZQkqp">PRTech</a>” began to enable dot-connecting between PR activities and business goals, the PR industry generally used output driven metrics (impressions, number of press hits, AVEs, etc.) to communicate its value; but these barometers rarely tie back to business goals and don’t do much to inform future decision-making.<br /> <br /> All of this is changing as PR shifts its focus from reporting on outputs to data-driven outcomes. Metrics such as visitors to site, engagement, and message “pull-through” are quickly gaining ground as the new gold standards for PR measurement. A widespread adoption of these metrics, however, is predicated on a reporting mechanism that can neatly and efficiently package this data.<br /> <br /> To help solve this widespread challenge, <a href="https://www.airpr.com/">AirPR</a> recently launched a Reporting Suite that uses aggregated PR activity output data from our <a href="http://analytics.blogspot.com/2015/04/tackling-quantitative-pr-measurement.html">Analyst product</a> to generate automated, actionable reports based on the customized success metrics of any company.<br /> <br /> One of the key components to leveraging the power of the Reporting Suite is our solution’s unique integration with Google Analytics. This integration allows us to analyze and visualize specific subsets of Google Analytics data.<br /> <br /> The Google Analytics Core Reporting API exposes a few key metrics which have great utility for PR professionals: users and goal/event conversions. Pre-processing and ingesting this metric data into our Reporting Suite allows PR pros to see trends over time as it relates to traffic and engagement driven by PR content.<br /> <br /> When PR can quickly survey this data, the question isn’t, “do spikes in coverage volume correspond to spikes in traffic?” Rather it is, “which narratives, outlets or topics drive the most traffic, engagement, or amplification?” Also, “how can successes be replicated?” <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/AVvXsEivLEwXNGo50XNKbuaWM726WO2qO7DgTL4h25DHLH16bHnHVs1Ah7AdWARQM5bTxn80VN10Lk8Hx8TH0dRPCuqLkbtdKjb-3iMY7oicow_bMAbmHG5S5hf-ZEtW0xm636fY9BNH/s1600/air-pr-img-2.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="352" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivLEwXNGo50XNKbuaWM726WO2qO7DgTL4h25DHLH16bHnHVs1Ah7AdWARQM5bTxn80VN10Lk8Hx8TH0dRPCuqLkbtdKjb-3iMY7oicow_bMAbmHG5S5hf-ZEtW0xm636fY9BNH/s640/air-pr-img-2.png" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><br /></td></tr> </tbody></table> These key metrics combined with AirPR’s data, classification features, and proprietary algorithms also provide a simple way to slice, dice, and visualize complex data in seconds.<br /> <br /> Dimensions such as full referrer (content sources) and date (subset of time) are crucial to PR pros understanding which media outlets and specific pieces of content are more impactful for their business over different time ranges. <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/AVvXsEiAwOcp1m3adxQGWOk1hjSWwjs8GLuwV5pvPtvFlZyYlBHlFNC5wRN2KnEbSV0AEf0t4WLNCz-S1kkCRJjRY0ia7eu-oy53UXIibaFAGbu2F07hJBazBkBFu4PoDkbNsQj9SiAa/s1600/air-pr-img-1.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="492" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAwOcp1m3adxQGWOk1hjSWwjs8GLuwV5pvPtvFlZyYlBHlFNC5wRN2KnEbSV0AEf0t4WLNCz-S1kkCRJjRY0ia7eu-oy53UXIibaFAGbu2F07hJBazBkBFu4PoDkbNsQj9SiAa/s640/air-pr-img-1.png" width="640" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><br /></td></tr> </tbody></table> AirPR Analyst enhances the direct attribution data from Google Analytics with additional sources of PR data to track and display the performance of content that contain links back to company websites, as well as the impact of articles that do not contain links or those with links that do not get clicked.  <br /> <br /> Last but not least, our Reporting Suite aims to impact how PR success is defined. Not only will PR have a clearer picture of what delivers for their brand or client, they can quickly and succinctly speak to business leaders in key data points, which highlight success stories.<br /> <br /> No matter what technology or methods you are using, here are a few simple tips for communicating success like a PR boss, and ensuring that the executive (to which you report) can clearly see the value of your hard work and effort:<br /> <br /> <b>Top-line and bottom-line it.</b><br />  • The best of the month in terms of X metric was Y content and what this means is Z. <br /> <br /> <b>Use numbers to tell the story. </b><br />  • We saw an X% change in Y month over month, and what that does for us is Z. <br /> <br /> <b>Speak to business wins.</b><br />  • This is what X activity did for business goal Y. <br /> <br /> <b>Share what’s next. </b><br /> • With X data, we are going to focus on Y. <br /> <br /> The remaining hurdle for PR pros is to begin thinking differently about what metrics matter in terms of future decision making. While impressions and press hits are certainly important in terms of “activity-based metrics”, they don’t necessarily tell the whole story. Our information-rich environment implores us to continually evaluate which pieces of media or content properly convey key messages, reach our desired audiences, generate top-of-funnel business leads, and ladder up to business goals.<br /> <br /> <i>Posted by Google Analytics technology partner <a href="https://www.google.com/analytics/partners/company/5122982028509184">AirPR</a></i></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/2016/04/the-new-pr-reporting-landscape-how-to.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:The New PR Reporting Landscape: How To Show Value and Drive Decisions&url=https://analytics.googleblog.com/2016/04/the-new-pr-reporting-landscape-how-to.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/2016/04/the-new-pr-reporting-landscape-how-to.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='2765796114542964785' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2016/03/start-measuring-your-tv-ads-with.html' itemprop='url' title='Start measuring your TV ads with the precision of digital'> Start measuring your TV ads with the precision of digital </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> March 17, 2016 </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 challenge with television is that there’s no link to click on,” says Alex Bain, Marketing Analyst for Nest. The company makes products for the thoughtful home, but was having a hard time understanding the effect of its TV ads on digital visits and sales.<br /> <br /> That's why the Nest marketing team turned to the Google Analytics 360 Suite while running a set of six TV ads last holiday season. The suite's TV attribution features are designed to measure the impact of ads on search activity and website visits. As a result, Nest could see the channels and times of day where its ads had the most impact. The metrics arrive almost immediately, so the Nest team found itself spending less time trying to get answers and more time taking action on what they learned.<br /> <br /> The good results that Nest is getting are available to anyone. Watch the video for more details.<br />   <iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/Pb5-0RL2HR8?rel=0" width="560"></iframe><br /> <i> Post by, Suzanne Mumford Head of Marketing, Google Analytics 360 Suite</i></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 challenge with television is that there’s no link to click on,” says Alex Bain, Marketing Analyst for Nest. The company makes products for the thoughtful home, but was having a hard time understanding the effect of its TV ads on digital visits and sales.<br /> <br /> That's why the Nest marketing team turned to the Google Analytics 360 Suite while running a set of six TV ads last holiday season. The suite's TV attribution features are designed to measure the impact of ads on search activity and website visits. As a result, Nest could see the channels and times of day where its ads had the most impact. The metrics arrive almost immediately, so the Nest team found itself spending less time trying to get answers and more time taking action on what they learned.<br /> <br /> The good results that Nest is getting are available to anyone. Watch the video for more details.<br />   <iframe allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/Pb5-0RL2HR8?rel=0" width="560"></iframe><br /> <i> Post by, Suzanne Mumford Head of Marketing, Google Analytics 360 Suite</i></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/2016/03/start-measuring-your-tv-ads-with.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:Start measuring your TV ads with the precision of digital&url=https://analytics.googleblog.com/2016/03/start-measuring-your-tv-ads-with.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/2016/03/start-measuring-your-tv-ads-with.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='5074491194853873964' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2016/02/enable-better-decisions-with-data.html' itemprop='url' title='Enable better decisions with Data-Driven Attribution'> Enable better decisions with Data-Driven Attribution </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> February 17, 2016 </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="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> <i>The following was originally posted on the <a href="http://doubleclickadvertisers.blogspot.com/2016/02/enable-better-decisions-with-data.html">DoubleClick Advertiser Blog</a>.</i></div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> Consumers see a lot of different ads as they make buying decisions. Some ads have a huge impact on the final purchase, others help the process along, and still others contribute absolutely zero. The trick, of course, is knowing which ad does what.</div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> Today we’re introducing Data-Driven Attribution to all DoubleClick accounts. It's a new tool that helps you give the right credit to each and every advertising touch point ― and shows you the optimal combination for your marketing.</div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> Powered by <a href="https://www.google.com/analytics/adometry/"><span style="-webkit-text-stroke-color: rgb(17, 170, 8);">Adometry</span></a>, Data-Driven Attribution uses a modeling methodology developed by Google engineers and grounded in advanced statistics and economic principles. It assigns credit accurately and automatically to all your digital media ads served through DoubleClick.</div> <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/AVvXsEimyrMRhZ5PH6x-TxYQPtT1JS2A7Xr1NeKZfgJPF-KRGNkCJfGV190zvXVZ_NUFHkfRIZzN5Dnp2gd91rnRVhWojFky1YiHjG2oAN9bybVoupKo8rgoa_AHtflZCviVMldYp9pk/s1600/dda.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="207" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimyrMRhZ5PH6x-TxYQPtT1JS2A7Xr1NeKZfgJPF-KRGNkCJfGV190zvXVZ_NUFHkfRIZzN5Dnp2gd91rnRVhWojFky1YiHjG2oAN9bybVoupKo8rgoa_AHtflZCviVMldYp9pk/s400/dda.png" width="400" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><i>Click image for full-size version</i></td></tr> </tbody></table> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px; text-align: center;"> <br /></div> <div style="-webkit-text-stroke-color: rgb(69, 69, 69); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> <b>Turbocharge your campaigns</b></div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> DoubleClick Digital Marketing already has a strong attribution foundation with Multi-Channel Funnels and the Attribution Modeling Tool. Now it's even easier to make decisions about how to best allocate your digital media budget. Data-Driven Attribution is:</div> <ul> <li style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px 0px 4px;"><b></b><b>Actionable:</b> The contribution made by each marketing channel is clear (in both converting and non-converting paths), so you can make better data-driven marketing decisions.</li> <li style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px 0px 4px;"><b></b><b>Accessible:</b> Just choose your goals (such as e-commerce transaction or email signups) and Data-Driven Attribution will show you the contribution made by each of your digital campaigns.</li> <li style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px 0px 4px;"><b></b><b>Comprehensive:</b> No need for new tags, just turn on the feature and you’ll see data for your campaigns.</li> </ul> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <br /></div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> There’s no room for guesswork in attribution ― and when you’re not guessing, you’ll see greater ROIs and better performances.</div> <table cellpadding="0" cellspacing="0" style="border-collapse: collapse; margin: 0.0px 0.0px 18.0px 0.0px;"> <tbody> <tr> <td style="padding: 12.0px 12.0px 12.0px 12.0px; width: 162.0px;" valign="middle"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8wtAsJKwG9wJHzglDEXrwcywhluR47Bxy-UIr0AmpKPAK9gZjiyHDiPIGEaWmQNAAyuPruytcNtkEycZbcnda-fxzNpK-HVW8nnrMcgfSap2ISyJPqNZERfdRVg19ISM9DjJC/s1600/mindshare.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8wtAsJKwG9wJHzglDEXrwcywhluR47Bxy-UIr0AmpKPAK9gZjiyHDiPIGEaWmQNAAyuPruytcNtkEycZbcnda-fxzNpK-HVW8nnrMcgfSap2ISyJPqNZERfdRVg19ISM9DjJC/s1600/mindshare.png" /></a></div> <div style="-webkit-text-stroke-color: rgb(0, 0, 0); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <br /></div> </td> <td style="padding: 12.0px 12.0px 12.0px 12.0px; width: 498.0px;" valign="middle"> <div style="-webkit-text-stroke-color: rgb(0, 0, 0); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal;"> “Mindshare helps brands get the most of their digital marketing. To do that we need meaningful insights on the consumer path to purchase across both display and search. We have been testing Data Driven Attribution in DoubleClick and we have seen tailored recommendations that allow us to take fast action for greater impact and better ROI. In some campaigns we have been able to improve budget allocation and have seen CPA improve by 25%.”</div> <div style="-webkit-text-stroke-color: rgb(0, 0, 0); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal;"> -Karen Nayler, CEO, Mindshare Canada</div> </td> </tr> </tbody> </table> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <b><br /></b></div> <div style="-webkit-text-stroke-color: rgb(69, 69, 69); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> <b>How to get started</b></div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> You'll find the Attribution interface in the Reporting and Attribution section of your DoubleClick account. You can activate Data-Driven Attribution for all your floodlight tags and once you start collecting data, you'll see a new recommended model appear after seven days.</div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> <span style="-webkit-text-stroke-color: rgb(17, 170, 8);"><a href="https://support.google.com/dcm/answer/6361280">Learn more</a></span> about Data-Driven Attribution.</div> <div style="-webkit-text-stroke-color: rgb(68, 68, 68); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal;"> <i>Posted by Luke Hedrick, <span style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial;">Product Manager, DoubleClick</span></i></div> <br /> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; color: #848484; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <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"> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> <i>The following was originally posted on the <a href="http://doubleclickadvertisers.blogspot.com/2016/02/enable-better-decisions-with-data.html">DoubleClick Advertiser Blog</a>.</i></div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> Consumers see a lot of different ads as they make buying decisions. Some ads have a huge impact on the final purchase, others help the process along, and still others contribute absolutely zero. The trick, of course, is knowing which ad does what.</div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> Today we’re introducing Data-Driven Attribution to all DoubleClick accounts. It's a new tool that helps you give the right credit to each and every advertising touch point ― and shows you the optimal combination for your marketing.</div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> Powered by <a href="https://www.google.com/analytics/adometry/"><span style="-webkit-text-stroke-color: rgb(17, 170, 8);">Adometry</span></a>, Data-Driven Attribution uses a modeling methodology developed by Google engineers and grounded in advanced statistics and economic principles. It assigns credit accurately and automatically to all your digital media ads served through DoubleClick.</div> <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/AVvXsEimyrMRhZ5PH6x-TxYQPtT1JS2A7Xr1NeKZfgJPF-KRGNkCJfGV190zvXVZ_NUFHkfRIZzN5Dnp2gd91rnRVhWojFky1YiHjG2oAN9bybVoupKo8rgoa_AHtflZCviVMldYp9pk/s1600/dda.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="207" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimyrMRhZ5PH6x-TxYQPtT1JS2A7Xr1NeKZfgJPF-KRGNkCJfGV190zvXVZ_NUFHkfRIZzN5Dnp2gd91rnRVhWojFky1YiHjG2oAN9bybVoupKo8rgoa_AHtflZCviVMldYp9pk/s400/dda.png" width="400" /></a></td></tr> <tr><td class="tr-caption" style="text-align: center;"><i>Click image for full-size version</i></td></tr> </tbody></table> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px; text-align: center;"> <br /></div> <div style="-webkit-text-stroke-color: rgb(69, 69, 69); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> <b>Turbocharge your campaigns</b></div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> DoubleClick Digital Marketing already has a strong attribution foundation with Multi-Channel Funnels and the Attribution Modeling Tool. Now it's even easier to make decisions about how to best allocate your digital media budget. Data-Driven Attribution is:</div> <ul> <li style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px 0px 4px;"><b></b><b>Actionable:</b> The contribution made by each marketing channel is clear (in both converting and non-converting paths), so you can make better data-driven marketing decisions.</li> <li style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px 0px 4px;"><b></b><b>Accessible:</b> Just choose your goals (such as e-commerce transaction or email signups) and Data-Driven Attribution will show you the contribution made by each of your digital campaigns.</li> <li style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px 0px 4px;"><b></b><b>Comprehensive:</b> No need for new tags, just turn on the feature and you’ll see data for your campaigns.</li> </ul> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <br /></div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> There’s no room for guesswork in attribution ― and when you’re not guessing, you’ll see greater ROIs and better performances.</div> <table cellpadding="0" cellspacing="0" style="border-collapse: collapse; margin: 0.0px 0.0px 18.0px 0.0px;"> <tbody> <tr> <td style="padding: 12.0px 12.0px 12.0px 12.0px; width: 162.0px;" valign="middle"> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8wtAsJKwG9wJHzglDEXrwcywhluR47Bxy-UIr0AmpKPAK9gZjiyHDiPIGEaWmQNAAyuPruytcNtkEycZbcnda-fxzNpK-HVW8nnrMcgfSap2ISyJPqNZERfdRVg19ISM9DjJC/s1600/mindshare.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8wtAsJKwG9wJHzglDEXrwcywhluR47Bxy-UIr0AmpKPAK9gZjiyHDiPIGEaWmQNAAyuPruytcNtkEycZbcnda-fxzNpK-HVW8nnrMcgfSap2ISyJPqNZERfdRVg19ISM9DjJC/s1600/mindshare.png" /></a></div> <div style="-webkit-text-stroke-color: rgb(0, 0, 0); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <br /></div> </td> <td style="padding: 12.0px 12.0px 12.0px 12.0px; width: 498.0px;" valign="middle"> <div style="-webkit-text-stroke-color: rgb(0, 0, 0); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal;"> “Mindshare helps brands get the most of their digital marketing. To do that we need meaningful insights on the consumer path to purchase across both display and search. We have been testing Data Driven Attribution in DoubleClick and we have seen tailored recommendations that allow us to take fast action for greater impact and better ROI. In some campaigns we have been able to improve budget allocation and have seen CPA improve by 25%.”</div> <div style="-webkit-text-stroke-color: rgb(0, 0, 0); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal;"> -Karen Nayler, CEO, Mindshare Canada</div> </td> </tr> </tbody> </table> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <b><br /></b></div> <div style="-webkit-text-stroke-color: rgb(69, 69, 69); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> <b>How to get started</b></div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> You'll find the Attribution interface in the Reporting and Attribution section of your DoubleClick account. You can activate Data-Driven Attribution for all your floodlight tags and once you start collecting data, you'll see a new recommended model appear after seven days.</div> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal; margin-bottom: 18px;"> <span style="-webkit-text-stroke-color: rgb(17, 170, 8);"><a href="https://support.google.com/dcm/answer/6361280">Learn more</a></span> about Data-Driven Attribution.</div> <div style="-webkit-text-stroke-color: rgb(68, 68, 68); -webkit-text-stroke-width: initial; font-family: Arial; font-size: 12px; line-height: normal;"> <i>Posted by Luke Hedrick, <span style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial;">Product Manager, DoubleClick</span></i></div> <br /> <div style="-webkit-text-stroke-color: rgb(132, 132, 132); -webkit-text-stroke-width: initial; color: #848484; font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <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/2016/02/enable-better-decisions-with-data.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:Enable better decisions with Data-Driven Attribution&url=https://analytics.googleblog.com/2016/02/enable-better-decisions-with-data.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/2016/02/enable-better-decisions-with-data.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='71211652328297044' itemscope='' itemtype='http://schema.org/BlogPosting'> <h2 class='title' itemprop='name'> <a href='https://analytics.googleblog.com/2016/01/data-driven-cmos-leaving-information-age.html' itemprop='url' title='Data-Driven CMOs: Leaving the Information Age'> Data-Driven CMOs: Leaving the Information Age </a> </h2> <div class='post-header'> <div class='published'> <span class='publishdate' itemprop='datePublished'> January 14, 2016 </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="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <div style="line-height: normal;"> <i>Originally Posted on the </i><a href="http://www.adometry.com/"><span style="color: #042eee;"><i>Adometry</i></span></a><i> M2R Blog</i></div> <br /> Remember the so-called “Information Age”? Once a catch all for all things technological, over time the term came to refer to the transition to a society in which individuals had access to a wealth of information to aid in decision-making – a global democratization of knowledge. From a marketing perspective, the Information Age also came to represent a fundamental shift for data-driven CMOs away from simple push tactics to a dynamic, real-time ebb and flow of information between brands and customers.</div> <div style="font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> With this transition has come all sorts of complexity. An argument can be made that demands on marketers have never been higher; yet, in some respects the evolution towards data-driven marketing has simplified or even solved some of the profession’s biggest pain points, such as:</div> <ul> <li style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px;">Gaining an ability to track performance at a granular level<br /> </li> <li style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px;">Understanding consumer behaviors within the marketing funnel<br /> </li> <li style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px;">Gleaning insights about how marketing impacts consumers’ inclination to make a purchase decision<br /> </li> </ul> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> In short, the Information Age now has less to do with access to information as it does with the ability to utilize it effectively.</div> <div style="font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <b>Moving from Information to Insights</b></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> In a <a href="http://www.cmo.com/articles/2014/5/13/CWTK_Career_Advice.html"><span style="color: #743399;">previous interview with CMO.com</span></a>, I was asked what I now know that I wish I had known earlier in my marketing career. My response?</div> <div style="font-family: Arial; font-size: 12px; line-height: normal; text-align: center;"> <blockquote class="tr_bq" style="text-align: left;"> “Today’s marketing leaders are a combination of creative, technologist, analyst and strategist. Success in modern marketing is predicated on being agile, having great vision and being able to effectively manage change across the organization. To be clear, the advice would not be to blindly chase shiny new objects. Rather, it would be to proactively set aside the time and resources to foresee, evaluate and test opportunities on the horizon.”</blockquote> </div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> So how do marketers manage change across their organizations? It starts identifying where marketing can offer unique value by transforming raw information into insights.<br /> <br /> <blockquote class="tr_bq"> “Big data really isn't the end unto itself. It’s actually big insights from big data. It’s throwing away 99.999% of that data to find things that are actionable.”</blockquote> </div> <div style="font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px; text-align: center;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> The comment above was made previously by Bob Borchers, Chief Marketing Officer for Dolby Laboratories, at a <a href="http://fortune.com/2014/07/15/big-data-future-marketing-customer-focus/"><span style="color: #743399;">Fortune Brainstorm Tech conference</span></a>. It should go without saying...but to reiterate; data isn't the same as knowledge. Data without context is no more useful than knowing your current driving speed without understanding which direction the car is headed.</div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> Another way to think about this is to consider the difference between building a data-driven marketing culture and a truly data-driven organization. We’re already witnessing this maturation happening within organizations that were early adopters of “big data”. Led by marketers who invested in foundational elements – attribution measurement and analytics, cross-channel allocation and alignment, etc. – these organizations are now taking the next step to integrate marketing with other disciplines, such as finance. In doing so, discussions about marketing performance start to sound less like functional assessments of campaign efficacy and more like part of a strategic, holistic business plan. Now impression and click-stream data can be discussed through the lens of media costs (online and offline) and supplier value, linked directly to sales.</div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> Using a data-driven attribution measurement solution offers additional clarity by showing exactly how individual channels, publishers and creatives contributed to revenues. By looking beyond simple metrics and getting a more complete view of performance across channels, marketers suddenly have a sense for how to proactively manage towards overarching business objective (e.g. top-line growth) while also maintaining a sense for costs and ROI.</div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> So is this still the Information Age or something else? What’s clear is that simply gathering and organizing information is no longer the endgame, it’s only the beginning.<br /> <br /> <i><span style="-webkit-text-stroke-color: rgb(101, 101, 101); background-color: white; line-height: 16px; white-space: pre-wrap; widows: 1;">Posted by </span><a href="https://plus.google.com/+CaseyCarey" style="-webkit-text-stroke-color: rgb(101, 101, 101); color: #7759ae; line-height: 16px; text-decoration: none; white-space: pre-wrap; widows: 1;" target="_blank">Casey Carey</a><span style="-webkit-text-stroke-color: rgb(101, 101, 101); background-color: white; line-height: 16px; white-space: pre-wrap; widows: 1;">, Google Analytics team</span></i></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"> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <div style="line-height: normal;"> <i>Originally Posted on the </i><a href="http://www.adometry.com/"><span style="color: #042eee;"><i>Adometry</i></span></a><i> M2R Blog</i></div> <br /> Remember the so-called “Information Age”? Once a catch all for all things technological, over time the term came to refer to the transition to a society in which individuals had access to a wealth of information to aid in decision-making – a global democratization of knowledge. From a marketing perspective, the Information Age also came to represent a fundamental shift for data-driven CMOs away from simple push tactics to a dynamic, real-time ebb and flow of information between brands and customers.</div> <div style="font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> With this transition has come all sorts of complexity. An argument can be made that demands on marketers have never been higher; yet, in some respects the evolution towards data-driven marketing has simplified or even solved some of the profession’s biggest pain points, such as:</div> <ul> <li style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px;">Gaining an ability to track performance at a granular level<br /> </li> <li style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px;">Understanding consumer behaviors within the marketing funnel<br /> </li> <li style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal; margin: 0px;">Gleaning insights about how marketing impacts consumers’ inclination to make a purchase decision<br /> </li> </ul> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> In short, the Information Age now has less to do with access to information as it does with the ability to utilize it effectively.</div> <div style="font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <b>Moving from Information to Insights</b></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> In a <a href="http://www.cmo.com/articles/2014/5/13/CWTK_Career_Advice.html"><span style="color: #743399;">previous interview with CMO.com</span></a>, I was asked what I now know that I wish I had known earlier in my marketing career. My response?</div> <div style="font-family: Arial; font-size: 12px; line-height: normal; text-align: center;"> <blockquote class="tr_bq" style="text-align: left;"> “Today’s marketing leaders are a combination of creative, technologist, analyst and strategist. Success in modern marketing is predicated on being agile, having great vision and being able to effectively manage change across the organization. To be clear, the advice would not be to blindly chase shiny new objects. Rather, it would be to proactively set aside the time and resources to foresee, evaluate and test opportunities on the horizon.”</blockquote> </div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> So how do marketers manage change across their organizations? It starts identifying where marketing can offer unique value by transforming raw information into insights.<br /> <br /> <blockquote class="tr_bq"> “Big data really isn't the end unto itself. It’s actually big insights from big data. It’s throwing away 99.999% of that data to find things that are actionable.”</blockquote> </div> <div style="font-family: Arial; font-size: 12px; line-height: normal; min-height: 14px; text-align: center;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> The comment above was made previously by Bob Borchers, Chief Marketing Officer for Dolby Laboratories, at a <a href="http://fortune.com/2014/07/15/big-data-future-marketing-customer-focus/"><span style="color: #743399;">Fortune Brainstorm Tech conference</span></a>. It should go without saying...but to reiterate; data isn't the same as knowledge. Data without context is no more useful than knowing your current driving speed without understanding which direction the car is headed.</div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> Another way to think about this is to consider the difference between building a data-driven marketing culture and a truly data-driven organization. We’re already witnessing this maturation happening within organizations that were early adopters of “big data”. Led by marketers who invested in foundational elements – attribution measurement and analytics, cross-channel allocation and alignment, etc. – these organizations are now taking the next step to integrate marketing with other disciplines, such as finance. In doing so, discussions about marketing performance start to sound less like functional assessments of campaign efficacy and more like part of a strategic, holistic business plan. Now impression and click-stream data can be discussed through the lens of media costs (online and offline) and supplier value, linked directly to sales.</div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> Using a data-driven attribution measurement solution offers additional clarity by showing exactly how individual channels, publishers and creatives contributed to revenues. By looking beyond simple metrics and getting a more complete view of performance across channels, marketers suddenly have a sense for how to proactively manage towards overarching business objective (e.g. top-line growth) while also maintaining a sense for costs and ROI.</div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> <br /></div> <div style="color: #444444; font-family: Arial; font-size: 12px; line-height: normal;"> So is this still the Information Age or something else? What’s clear is that simply gathering and organizing information is no longer the endgame, it’s only the beginning.<br /> <br /> <i><span style="-webkit-text-stroke-color: rgb(101, 101, 101); background-color: white; line-height: 16px; white-space: pre-wrap; widows: 1;">Posted by </span><a href="https://plus.google.com/+CaseyCarey" style="-webkit-text-stroke-color: rgb(101, 101, 101); color: #7759ae; line-height: 16px; text-decoration: none; white-space: pre-wrap; widows: 1;" target="_blank">Casey Carey</a><span style="-webkit-text-stroke-color: rgb(101, 101, 101); background-color: white; line-height: 16px; white-space: pre-wrap; widows: 1;">, Google Analytics team</span></i></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' 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href='https://analytics.googleblog.com/2018/05/'> 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/2018/03/'> 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/2018/02/'> 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/2018/01/'> 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/2017/'> 2017 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2017/12/'> 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/2017/11/'> 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/2017/10/'> 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/2017/09/'> 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/2017/08/'> 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/2017/07/'> 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/2017/06/'> 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/2017/05/'> 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/2017/04/'> 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/2017/03/'> 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/2017/02/'> 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/2017/01/'> 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/2016/'> 2016 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2016/12/'> 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/2016/11/'> 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/2016/10/'> 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/2016/09/'> 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/2016/08/'> 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/2016/07/'> 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/2016/06/'> 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/2016/05/'> 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/2016/04/'> 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/2016/03/'> 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/2016/02/'> 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/2016/01/'> 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/2015/'> 2015 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2015/12/'> 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/2015/11/'> 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/2015/10/'> 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/2015/09/'> 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/2015/08/'> 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/2015/07/'> 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/2015/06/'> 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/2015/05/'> 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/2015/04/'> 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/2015/03/'> 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/2015/02/'> 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/2015/01/'> 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/2014/'> 2014 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2014/12/'> 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/2014/11/'> 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/2014/10/'> 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/2014/09/'> 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/2014/07/'> 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/2014/06/'> 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/2014/05/'> 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/2014/04/'> 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/2014/03/'> 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/2014/02/'> 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/2014/01/'> 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/2013/'> 2013 </a> </div> <div class='items'> <ul class='hierarchy'> <li class='archivedate collapsed'> <div class=''> <a class='post-count-link' href='https://analytics.googleblog.com/2013/12/'> 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/2013/11/'> 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/2013/10/'> 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/2013/09/'> 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/2013/08/'> 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/2013/07/'> 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/2013/06/'> 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/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 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