Tag Archives: Google Analytics Premium

Spotlight on Analytics 360, part of the Google Analytics 360 Suite

The Google Analytics 360 Suite has launched, and we hope you're are as excited as we are about everything it offers.  Today we'd like to dive a little deeper into what the Analytics 360 Suite means for the Analytics 360 product specifically.


For those who missed it, Analytics 360 is the new name for Google Analytics Premium, and it's now part of the larger Google Analytics 360 Suite. There are no immediate changes that will impact your use of the product, but a new look and feel consistent with the Google Analytics 360 Suite user experience will roll out in the coming months.  
Analytics 360 is the measurement foundation for the Google Analytics 360 Suite, so we're actively investing in deepening its functionality.  In particular, we're continuing to build out its capacity to understand the customer journey, deliver intelligent insights, and help you deeply understand your customers and your business. We also want to help you take action on what you learn.  


Analytics 360 can be used on its own and will continue to provide all the functionality that our users know and love today.  But it can now also be used with the other 360 Suite products that are available for purchase.  Let us give you an example of how Analytics 360 and our other 360 Suite products can work together.


Say you find a high-performing segment in Analytics 360 — such as customers who spend 50% more than average.  As a marketer, you naturally want to cultivate this audience and find more people like them.  Now you can share this segment with Audience Center 360, our data management platform, to learn even more about these customers (e.g. demographics) using 3rd-party and Google data. Then you can build new audiences with the same characteristics and reach them with programmatic ads via DoubleClick Bid Manager and other 3rd-party DSPs.


Now that you're serving tailored, relevant ads to attract this audience, you want to give them the same tailored experience while they’re browsing your site. So you share the same high-performing segment you found in Analytics 360 with Optimize 360, our testing and personalization tool, to deploy personalized content and site experiences that are a perfect fit for those users.


For many advertisers this campaign would be just one of many advertising campaigns marketing is running.  Fortunately, because all your performance data flows into Attribution 360, our marketing attribution solution, you can evaluate how the campaign aimed at your high-performing segment is performing relative to all your other marketing. With this broad context, you can optimize your marketing across the board and focus on areas of biggest impact.


With all these insights in hand, you're ready to present a business case to your boss for the material marketing changes you’re recommending. That’s where Data Studio 360, our new data visualization tool, plays an important role. It integrates with data from the 360 Suite products and other sources to help you quickly create beautiful stories and bring to life your strategic recommendations.  Plus, it integrates seamlessly with Google Drive, so it continues to up-level workplace productivity, team sharing and collaboration. 


As you can see, the customer understanding you gain with Analytics 360 becomes the starting point for sharing insights across your organization and building a more engaging experience for customers.  Using Analytics 360 in conjunction with the other 360 Suite products helps you make your analytics insights more impactful to your business.


We’ll be highlighting each of our 360 Suite products in the upcoming weeks. If you’d like to learn more about Analytics 360 specifically, please check out our new solution sheet.  
Posted by Jocelyn Whittenburg, Product Marketing Manager

Engagement Jumps 30% for Wyndham Vacation Rentals With Help from Google Analytics Premium

Wyndham Vacation Rentals runs 9,000 North American rental properties from the mountains of Utah to the beaches of South Carolina.  As you can imagine, that many guests and destinations creates some interesting challenges for Wyndham's online booking system.  

They turned to Google Analytics Premium and Google Tag Manager for help, and we've just published a new case study showing the results. (Spoiler alert: property search CTRs are up by 30%.)

Wyndham did some very clever things with both tools. For instance, they used Google Tag Manager to implement Google Analytics Premium Custom Dimensions to capture user behavior around metrics like rental dates and length of stay. Then they used Google Analytics Premium to dig into the details and gather insights. That's how they learned that, while a "good view" is one of the top things customers included in searches, the scenic view attribute actually had a lower conversion rate than other features offered in their suites.  

As a result, Wyndham redesigned its search results to put the properties with the most profitable mix of attributes on the first page. The Wyndham team also learned how far in advance people begin searching for various vacations, and have adjusted their campaigns and spending to match the peaks in demand.

With changes like these, Wyndham's customers are maintaining more interest through all stages of the funnel. Wyndham says its property search CTR has skyrocketed by more than 30%. Here's what Nadir Ali, their Director of eCommerce Analytics, has to say about this success:
“Google Analytics Premium is helping us connect the dots. As a data-driven organization, we strive to approach each business challenge objectively and back our assumptions with data. Google Analytics Premium gives us the flexibility to customize the data we collect in a manner that makes it easy to answer our business questions.” 
We're always happy to see the creative ways partners use Google Analytics Premium and tools like Google Tag Manager. Congrats to Wyndham on some excellent (and ongoing) results.

See the Wyndham Vacation Rentals case study

Posted by Rachel Reader, Google Analytics Marketing

Progressive Builds a Better Mobile App with Google Analytics Premium

You've probably seen Progressive Insurance's terrific commercials with Flo the enthusiastic cashier. But have you seen their terrific new mobile app?

It's a story of perseverance. Their full site at Progressive.com has been rated as America's best insurance carrier website for more than a decade.1 But a few years back, as consumers shifted to mobile, the company realized it needed to make a whole new push to build a mobile app that matched its customers' changing behavior. They had a mobile app—they just didn't have a great mobile app. 

Progressive recognized to get started, they'd need sophisticated analytics to really understand what their customers wanted most from a mobile experience. They turned to Google Analytics Premium, in combination with other Google measurement tools, for the solution. Features like Custom Reports, Custom Dimensions and the integration with BigQuery let them streamline the app testing process, spot the root causes of app crashes, and simplify user logins.

“The Google Analytics Premium user interface lets us easily understand the consumer experience on apps. Both our IT and Business organizations rely on this data.” — Kaitlin Marvin, Digital Analytics Architect, Progressive Insurance
Google Analytics Premium helped Progressive move fast. Their team lowered app testing time by 20% and boosted successful customer logins by 30%. The result is a mobile app that may not be quite as famous as Flo, but continues the best-in-class tradition that keeps Progressive customers happy and loyal. 

See how they did it: read the full Progressive case study.

1Progressive Insurance, "Keynote Recognizes Progressive Insurance for the 24th Time as Premiere Insurance Carrier Website," March 17, 2015.

Posted by Rachel Reader, Google Analytics Marketing

L’Oréal Canada finds beauty in programmatic buying

Cross-posted on the DoubleClick Advertiser Blog

While global sales of L'Oréal Luxe makeup brand Shu Uemura were booming, reaching its target audience across North America proved challenging. By collaborating with Karl Lagerfeld (and his cat, Choupette) and using DoubleClick Bid Manager and Google Analytics Premium, the campaign delivered nearly double the anticipated revenue.
Goals
  • Re-introduce and raise awareness of the Shu Uemura cosmetics brand in North America
  • Drive North American sales of Karl Lagerfeld’s Shupette collection for Shu Uemura
  • Grow the Shu Uemura email subscriber list
    		•
    Approach
  • Organized website audiences with Google Analytics Premium
  • Used programmatic buying to lead prospects down the path to purchase
  • Leveraged a range of audience data in DoubleClick Bid Manager to buy paid media in display and social channels
    		•
    Results
  • Drove almost 2X the anticipated revenue
  • Exceeded CPA targets and achieved a 2,200% return on ad spend (ROAS)
  • Increased web traffic and email subscribers
    		•
    To learn more about Shu Uemura’s approach, check out the full case study.

    Posted by Kelly Cox, Product Marketing, DoubleClick

    L’Oréal Canada finds beauty in programmatic buying


    While global sales of L'Oréal Luxe makeup brand Shu Uemura were booming, reaching its target audience across North America proved challenging. By collaborating with Karl Lagerfeld (and his cat, Choupette) and using DoubleClick Bid Manager and Google Analytics Premium, the campaign delivered nearly double the anticipated revenue.

    Goals


  • Re-introduce and raise awareness of the Shu Uemura cosmetics brand in North America
  • Drive North American sales of Karl Lagerfeld’s Shupette collection for Shu Uemura
  • Grow the Shu Uemura email subscriber list
    		•
    Approach


  • Organized website audiences with Google Analytics Premium
  • Used programmatic buying to lead prospects down the path to purchase
  • Leveraged a range of audience data in DoubleClick Bid Manager to buy paid media in display and social channels
    		•
    Results


  • Drove almost 2X the anticipated revenue
  • Exceeded CPA targets and achieved a 2,200% return on ad spend (ROAS)
  • Increased web traffic and email subscriber
    		•
    To learn more about Shu Uemura’s approach, check out the full case study.

    Posted by Kelly Cox, Product Marketing, DoubleClick

    BT increases sales volume and efficiency using DoubleClick Bid Manager with Google Analytics Premium

    Cross-posted on the Google Analytics blog

    Modern marketers live in a world that’s dominated by data. Advancements in programmatic buying enable marketers to leverage data and analytics to connect precisely, in real time. Advertisers who are smart about organizing, segmenting, and acting on this data are realizing the benefits of more personalized marketing. BT, a leading telecommunications firm in the UK, did just that and saw fantastic results.

    BT wanted to increase the relevance of their remarketing campaigns by creating more precise audience lists. With the help of their media agency Maxus, BT found that using Google Analytics Premium with DoubleClick Bid Manager offered the ideal solution.

    Google Analytics Premium gave BT the ability to create granular audience segments based on site behavior metrics such as recency, frequency, referral source, and stage of cart abandonment. Once these audience lists were created, the native integration between Google Analytics Premium and DoubleClick Bid Manager meant they could be shared with the platform to make more precise media buys in just a few clicks.

    Using Google Analytics Premium with DoubleClick Bid Manager put Maxus and BT in the driver’s seat of their media campaigns. They not only gleaned full transparency with a single customer view and de-duplicated metrics across all channels, but also saw better measurement through unified reporting, and the ability to optimize based on the results.
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    "Our goals were to build up ‘best practices’ of programmatic display remarketing techniques with a focus on driving post-click sales,” says Alison Thorburn, Head of Digital DR Media at BT. “The DoubleClick suite of products enabled us to do this quickly and efficiently as audience data can be easily organized and utilized.”

    The new analytics-driven approach produced a 69% increase in post-click sales and an 87% reduction in post-click cost per acquisition compared to the previous year’s remarketing activity. It also compared favorably to the remarketing activity that ran simultaneously outside of DoubleClick Bid Manager; post-click sales were 30% higher and post-click cost per acquisition was 42% lower. BT has now consolidated its display remarketing through DoubleClick BidManager.

    Read the full case study here.


    Posted by-
    Kelley Sternhagen, Product Marketing, Google Analytics
    Kelly Cox, Product Marketing, DoubleClick

    BT Increases Sales Volume and Efficiency Using DoubleClick Bid Manager With Google Analytics Premium

    Cross-posted on the DoubleClick Advertiser Blog

    Modern marketers live in a world that’s dominated by data. Advancements in programmatic buying enable marketers to leverage data and analytics to connect precisely, in real time. Advertisers who are smart about organizing, segmenting, and acting on this data are realizing the benefits of more personalized marketing. BT, a leading telecommunications firm in the UK, did just that and saw fantastic results.  

    BT wanted to increase the relevance of their remarketing campaigns by creating more precise audience lists. With the help of their media agency Maxus, BT found that using Google Analytics Premium with DoubleClick Bid Manager offered the ideal solution. 

    Google Analytics Premium gave BT the ability to create granular audience segments based on site behavior metrics such as recency, frequency, referral source, and stage of cart abandonment. Once these audience lists were created, the native integration between Google Analytics Premium and DoubleClick Bid Manager meant they could be shared with the platform to make more precise media buys in just a few clicks.

    Using Google Analytics Premium with DoubleClick Bid Manager put Maxus and BT in the driver’s seat of their media campaigns. They not only gleaned full transparency with a single customer view and de-duplicated metrics across all channels, but also saw better measurement through unified reporting, and the ability to optimize based on the results.



    ”Our goals were to build up ‘best practices’ of programmatic display remarketing techniques with a focus on driving post-click sales,” says Alison Thorburn, Head of Digital DR Media at BT. “The DoubleClick suite of products enabled us to do this quickly and efficiently as audience data can be easily organized and utilized.” 

    The new analytics-driven approach produced a 69% increase in post-click sales and an 87% reduction in post-click cost per acquisition compared to the previous year’s remarketing activity. It also compared favorably to the remarketing activity that ran simultaneously outside of DoubleClick Bid Manager; post-click sales were 30% higher and post-click cost per acquisition was 42% lower. BT has now consolidated its display remarketing through DoubleClick BidManager.
    Read the full case study here.

    Posted by-
    Kelley Sternhagen, Product Marketing, Google Analytics
    Kelly Cox, Product Marketing, DoubleClick

    AccuWeather Unlocks Cross-Channel Impact Using Google Analytics Premium

    “The ability to overlay our own data on top of traditional dimensions and metrics has provided valuable insights into the kind of information our consumers are looking for.” 

    -- Steve Mummey, Director of Browser Products at AccuWeather

    AccuWeather is the world’s largest weather media company with over 1 billion people a day relying on AccuWeather’s suite of products to give them real-time weather information. Today we wanted to highlight AccuWeather’s success with the Measurement Protocol in Google Analytics Premium. The Measurement Protocol is a feature where businesses can send requests to Google Analytics from countless customer touchpoints. 

    Measuring the complete customer journey
    AccuWeather needed to find a way to increase the impact of digital across all its channels and products. They were determined to find a robust solution that collected data from each customer touchpoint to give a comprehensive analysis to make better business decisions.

    The team wanted to sought out accomplish four goals: 1) analyze the effectiveness of weather forecast emails 2) attribute credit to campaigns that drove users to app store pages, 3) better understand their mobile audience, and 4) collect this new data without compromising AccuWeather’s fast and simple user experience.

    Google Analytics Premium solves the challenge
    Using Google Analytics Premium, plus the Measurement Protocol, allowed AccuWeather to report on a variety of the company’s services simultaneously from one source. AccuWeather was able to have information from emails, mobile devices, and QR codes sent through the Measurement Protocol. This feature provided the AccuWeather team with a complete picture in the Google Analytics reporting interface alongside their other metrics.

    Data-driven decisions that drive action
    As a result of the sophisticated and comprehensive set of Google Analytics Premium features, AccuWeather has been able to more accurately identify the source of app downloads to track application traffic from QR codes and other offline campaigns to the app stores.

    The team’s analysis revealed that 10% of the brand’s mobile traffic came from devices that either did not support JavaScript or had the feature disabled. Without using the Measurement Protocol in Google Analytics Premium, they would never have been able to account for this portion of its audience. The team can now include this audience in its product and monetization decisions.

    Pleased with the success of this solution, AccuWeather now plans to apply it to other parts of its business to uncover new insights, new leads, and, of course, new customers. 

    You can read AccuWeather’s full story and dive deeper into the results here. To learn more on the Measurement Protocol, check out this video.

    Posted by: the Google Analytics Premium team

    With Google Analytics Premium and DoubleClick: Matalan increases conversion rate 28%

    This post originally appeared on the DoubleClick Advertiser blog as part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

    As one of the UK's leading family clothing retailers, Matalan must be nimble -- faster decisions mean better customer engagement and more sales. So they worked with Morpheus Media to implement Google Analytics Premium with DoubleClick Campaign Manager. Google Analytics' powerful insights helped Matalan make better business decisions, faster.

    Matalan was already using DoubleClick Campaign Manager to centralize their digital marketing and reports. Adding Google Analytics Premium side-by-side showed them campaign effectiveness even more clearly, allowing them to uncover the hidden value of their digital marketing efforts, like transactions where digital advertising had assisted a conversion on another channel.

    “It’s really helpful to be able to see one channel that might not be a heavy hitter in terms of revenue or traffic has an impact in creating a conversion on another channel,” says Lee Pinnington, Matalan's Multi-Channel Marketing Director.


    With a complete view of their digital marketing ROI thanks to the integration of DoubleClick Campaign Manager and Google Analytics Premium, Matalan was able to put their marketing dollars where they would truly be most effective. And the results were dramatic: a 28% rise in conversion rate and significant growth in both site visits and revenue.

    To learn more about Matalan's approach, check out the full case study.

    Valuing Website Metrics: Introducing Bid Optimization Support for Google Analytics Goals in DoubleClick Search

    As part of our mission to offer the most actionable data and reporting, from all sources, DoubleClick Search lets you report on Google Analytics goals. You may not know that we also have the capability to use Google Analytics Goals as targets for DoubleClick Search bid-strategies. When you create a bid strategy in the Doubleclick Search Performance Bidding Suite, you can optimize to conversions and revenue based on Google Analytics goals and transactions. This feature extends the flexibility of DS bid strategies, which already support optimization to Floodlight activities and formula columns. This release also extends bid optimization support to goals based on site analytics metrics such as pages per visit, visit duration, and new visitors.

    Make better decisions based on user behavior insights 
    Google Analytics goals make it possible to have user behavior prior to purchase drive your bidding decisions. Conversion windows vary by vertical. Some customers finalize their purchases/actions within minutes or hours, while other customers may take days, weeks or even months to research before converting. If you understand the propensity of a user to convert based on their session behavior, you can bid more for keywords that drive higher quality customers. This is where site analytics data comes in as it provides useful post click data such as "are we getting many new visitors?" or "users from ad group X spend an average of 5 minutes on the site after clicking".

    Our Google Analytics integration gives you access to powerful new metrics to enhance bid optimization and create custom models that not only include the final conversion but also values keywords that lead to pre-conversion user behaviors including time on site, pages viewed, etc.

    Getting started with Google Analytics goals 
    Getting started with Google Analytics goals & DoubleClick Search bid-strategies is simple. They work in the same way as the DoubleClick Floodlight-targeted bid strategies you are already familiar with. Just create a new bid strategy using the wizard and select Conversions, Revenue, or Advanced targeting as the goal. Then Google Analytics can be selected as a conversion source (shown below).



    If you want to mix Floodlight Tags and Google Analytics Goals in the same bid-strategy, first define the relative value of the Tags and Goal inside the formula column. For example, suppose you wanted a ROAS strategy for your travel agency. Your main objective is to drive revenue from ticket and package sales, but you value a user spending 10 minutes reading about vacation packages at $1.50 since you expect they will return later to buy. The following formula column would capture this valuation:

    FL_ticket_revenue + FL_package_revenue + to_money(1.50 * GA_10_minute_session) 

    In the above formula: FL=Floodlight, GA=Google Analytics

    Once you've created this formula columns, create a new bid strategy, in step 2 select the conversion source to be "formula column". If you haven’t linked your Google analytics account with DS, you can find a step by step guide here. If you are interested in using the site analytics level goals, please follow the guide here (note: you only need to complete Step 1: Transferring Property). To learn more about DS bid-strategies and Google Analytics integration, please check out our help center article.