Tag Archives: Google Marketing Platform

Deliver more interactive ad experiences with Display & Video 360

Marketers have more opportunities than ever before to deliver engaging ad experiences through immersive creative. Many companies are investing in creating 3D assets to bring their products to life and allow consumers to interact with products as they would in real life. For example, a person can explore the interior and exterior of a car before taking it for a test drive, all from the comfort of their home. But it can be challenging to scale these experiences. Now you can extend the reach of these 3D assets to produce more captivating ads, with two new updates coming today.

Showcase your products with Immersive Display

Swirl is a new immersive display format designed for mobile web and available on Display & Video 360. People can explore every angle of your product by rotating the 3D object in all directions and zooming in and out, interacting from their device as if the product was in front of them. Customers like Guerlain, a leading perfume and cosmetics company, are using Swirl to deliver better ad experiences that draw people’s attention and let them interact with the perfume bottle directly and discover more about the scent.
Guerlain Swirl example
Swirl is opening up a whole new creative canvas for us. We're able to tell a more dynamic story about our products and give customers a powerful new way to interact with them. Jean-Denis Mariani
Chief Digital Officer of Guerlain

Brands that already have 3D assets can easily create a Swirl ad unit by using the 3D/Swirl component in Google Web Designer, our creative authoring tool. And with a new editor coming to Poly, Google’s 3D platform, it’s easier for brands and agencies to edit, configure, and publish high-quality, photorealistic models to use in immersive display ads. You can learn more in this post. If you’re interested in exploring Swirl but need help building 3D assets, we also have certified 3D production partners to help.

Expand the reach of your YouTube live streams

Increasingly, people are tuning in to live events like concerts, sports and shows through live streams. Brands are noticing this shift and are investing in live stream content through sponsorships and their own branded content. We know it takes a lot of time and resources to build these assets and we want to make it easier to get more out of your live stream investment.

The new live stream format in Display & Video 360 allows you to run your YouTube live stream content in display ads across screens and devices. You can quickly get started by using assets from your existing YouTube live stream campaigns with a new template in Google Web Designer.

With the live stream format people will be able to interact with the video using familiar YouTube player controls. People can preview your live stream, watch full screen, and exit when they’re done, giving them full control over how they interact with your content.


Building better ad experiences

Live stream and Swirl are just two examples of how we’re enabling brands to deliver more interactive ad experiences at scale with Display & Video 360. We want to make it easier for you to build ads that are engaging and valuable to consumers. We’ll continue to share creative solutions to help you build beautiful creative and deliver better ad experiences to users wherever they are online.

Both Swirl and the new live stream format are in a limited beta. To learn more about these new interactive formats, reach out to your Display & Video 360 account manager.

Immersive branded experiences in YouTube and display ads

As a three-dimensional, visual medium, augmented reality (AR) is a powerful tool for brands looking to tell richer, more engaging stories about their products to consumers. Recently, we brought AR to Google products like Search, and made updates to our developer platform, ARCore, to help creators build more immersive experiences. Starting this week, we’re also bringing AR to YouTube and interactive 3D assets to display ads.

Helping YouTube beauty fans pick their next lipstick

Many consumers look to YouTube creators for help when deciding on new products to purchase. And brands have long been teaming up with creators to connect with audiences. Now, brands and creators can make that experience even more personalized and useful for viewers in AR.

Today, we’re introducing AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTube creators to get tips, product reviews, and more. Thanks to machine learning and AR technology, it offers realistic, virtual product samples that work on a full range of skin tones. Currently in alpha, AR Beauty Try-On is available through FameBit by YouTube, Google’s in-house branded content platform.

M·A·C Cosmetics is the first brand to partner with FameBit to launch an AR Beauty Try-On campaign. Using this new format, brands like M·A·C will be able to tap into YouTube’s vibrant creator community, deploy influencer campaigns to YouTube’s 2 billion monthly active users, and measure their results in real time.


Viewers will be able to try on different shades of M·A·C lipstick as their favorite beauty creator tries on the same shades. After trying on a lipstick, they can click to visit M·A·C’s website to purchase it.

We tested this experience earlier this year with several beauty brands and found that 30 percent of viewers activated the AR experience in the YouTube iOS app, spending over 80 seconds on average trying on lipstick virtually.

Bringing three-dimensional assets to display ads

We're also offering brands a new canvas for creativity with Swirl, our first immersive display format. Swirl brings three-dimensional assets to display advertising on the mobile web, which can help educate consumers before making a purchase. They can directly zoom in and out, rotate a product, or play an animation. Swirl is available exclusively through Display and Video 360.

In this example from New Balance, people can rotate to explore the Fresh Foam 1080 running shoe. Objects like a mobile phone (right) can expand to show additional layered content.

To help brands more easily edit, configure and publish high-quality, realistic models to use in Swirl display ads, we’re introducing a new editor on Poly, Google’s 3D platform. It provides more editorial control over 3D objects, including new ways to change animation settings, customize backgrounds, and add realistic reflections.

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The new Poly editor lets you easily edit photorealistic three-dimensional objects for use in Swirl display ads.

These new tools will be available to brands and advertisers this summer. We think they’ll help brands and advertisers make content more engaging, educational, and ultimately effective in driving purchase decisions. If you’re interested, check out our getting started guide for tips. We look forward to seeing you bring your products to life!

Google Marketing Platform Partners now available globally

Last year we announced Google Marketing Platform Partners, a new program designed to ensure you have access to the resources you need to do more effective marketing and grow your business with Google Marketing Platform. Whether you want to build out in-house skills or engage a service provider, we’ve developed a robust partner program that allows you to confidently find the expertise you need.

Starting today, Google Marketing Platform Partners is accepting applications globally. We have nearly 600 partners, and are accepting applications for new partners in most major markets around the world. If you’re a prospective partner, you can review the process and policies for product certifications and submit an application.

Trusted sources

From single projects to long-term partnerships, Google Marketing Platform Partners helps you find the right people with the right expertise to meet your business needs. Leading interactive agencies, system integrators, and top technology, data and media companies are available to support multiple areas of your business. And each partner is rigorously vetted by Google with a comprehensive certification process.

The partner program includes:

  • Certified Individuals who make up a broad global talent pool of advanced Google Marketing Platform practitioners who have successfully demonstrated expertise through successful completion of product exams.

  • Certified Companies that provide consulting, training, implementation, operations and technical support services for Google Marketing Platform. These companies not only have individuals certified in one or more products, but they have a high level of knowledge, practical and industry experience, as well as stellar customer references.

  • Sales Partners that are Google Marketing Platform experts in addition to being Certified Companies. They partner closely with Google to provide consulting and support services, in addition to selling the technology on our behalf.

Google Marketing Platform Partner certifications assess practitioner and corporate competency with regard to campaign setup, strategy, measurement, optimization, and troubleshooting for the following products: Display & Video 360, Search Ads 360, Google Analytics, Campaign Manager, and Google Web Designer. Additionally, certifications for Data Studio, Tag Manager, and Optimize are offered to companies that have become certified on at least one of the core product certifications listed above.

Teaming up

Think of Google Marketing Platform Partners as a way to develop your extended marketing team, backed by Google. To get started, search for partners in your area that match your business needs.

Premiering new TV solutions in Display & Video 360

Whether it's their favorite YouTube channel, the latest news or that hot show everyone is talking about, connected TV lets people watch what they want anytime. This creates new opportunities for brands to engage with their audience, while bringing together the reach and familiarity of TV with the precision and measurability of digital video. In the last year, the number of connected TV ad slots available to advertisers using Display & Video 360 has increased 8X, which has helped more advertisers reach their audiences using this channel. In fact, the number of advertisers running connected TV campaigns on Display & Video 360 has increased 137 percent in the past year.

To help marketers build on this success, we’re continuing to invest in new TV capabilities for Display & Video 360. First, we’re implementing privacy-forward standards for connected TV that ensure responsible audience management practices by giving users transparency and choice over their ad settings. Second, we’re launching new linear TV capabilities so you can extend your reach to traditional TV viewers by purchasing ads on national broadcast networks and local TV stations. And finally, to help you deliver consistent TV strategies across delivery methods, we’re creating a consolidated TV workflow to buy connected TV together with linear TV.  

Putting people first with connected TV

In today's environment, privacy is top of mind for users, advertisers, and content providers—and connected TV is no exception. As people gain more control over what content they watch, they also want to be in control of how their data is used to inform the ads they see. It’s critical that the industry adopts user-first practices to help build a sustainable connected TV advertising ecosystem.

This is why we teamed up with the IAB Tech Lab’s OTT Technical Working Group to design shared industry guidelines for creating high-quality and privacy-safe connected TV advertising experiences. These guidelines formalize the Identifier for Advertising (IFA), which allows advertisers to reach audiences and measure their campaigns in a way that gives users more transparency and control than alternatives, such as solutions that use the IP address of a viewer's device.

IFA was designed to protect user privacy. It gives users the ability to choose how their data is used. This means they can reset the ID associated with their data or fully opt out of experiences like interest-based advertising. They can also be assured that their choices will remain unchanged if they move their device to a new location.

Display & Video 360 now supports the IAB Tech Lab guidelines, allowing marketers to manage frequency, measure reach, and begin developing responsible audience segmentation strategies while protecting user privacy. We’re also adding support for these guidelines in our publisher platform, Google Ad Manager.

These guidelines will direct stakeholders down the path of best practices to allow connected TV to grow and evolve as a significant advertising platform. Dennis Buchheim
Senior Vice President and GM, IAB Tech Lab

We’re seeing momentum across the industry with key players adopting the IAB Tech Lab guidelines. TV and device manufacturers like Roku and measurement vendors such as Nielsen are adopting IFA. Nielsen, for example, has built IFA-based audiences into Digital Ad Ratings to bring greater understanding of reach on mobile and connected TV audiences.

Adding linear TV to the picture

Connected TV is growing quickly, but traditional linear TV is still an important way people watch. There are some moments, such as sporting events or the big season finale, that just have to be enjoyed live. And many of us still tune in to watch programs from our favorite ABC, NBC, CBS and FOX local network stations. To help you reach people in those moments and on those channels, Display & Video 360 provides access to buy ad slots on national broadcast and cable networks and thousands of local TV stations. Today, U.S. network affiliates are accessible through a beta integration with WideOrbit. And soon, premium national broadcast and cable channels will be available through our partnership with clypd.

To help you easily execute these campaigns and give you more control over your linear TV investments, we’re introducing new buying functionality in Display & Video 360. For example, you can now set up detailed campaign parameters such as geography, daypart, program genre or TV network directly. And throughout the campaign, you can quickly manage budget allocation and optimize reach by adjusting these parameters.

Up next: Consolidated TV buying

At many brands, we’re already seeing stronger collaboration between TV and digital media buying teams to deliver better coordinated strategies across linear and connected TV—and in the future we believe this will be the norm. To help with this shift, we’re consolidating both workflows under a single TV insertion order (IO) in Display & Video 360. This new streamlined buying experience will allow brands and agencies to further simplify the execution of their TV buys by providing insights and setups designed specifically for TV campaigns. We’ll start rolling out this new workflow this fall.
Upcoming consolidated TV IO in Display & Video 360

Upcoming consolidated TV IO in Display & Video 360

With Display & Video 360, you can now expand your digital strategy to reach connected TV audiences in a privacy-safe way. You can also connect with viewers as they sink back on the couch and see what’s on network television thanks to self-service linear buying workflows. Stay tuned as we roll out new features and bring on new partners throughout the year.

Raising the bar on transparency, choice and control in digital advertising

Advertising has made possible open access to quality information and communication on the web—it’s changed the way people learn, play and earn, and it’s made the internet open for everyone.

But the ad-supported internet is at risk if digital advertising practices don’t evolve to reflect people’s changing expectations around how data is collected and used. Our experience shows that people prefer ads that are personalized to their needs and interests—but only if those ads offer transparency, choice and control. However, the digital advertising ecosystem can be complex and opaque, and many people don’t feel they have enough visibility into, or control over, their web experience.

New protections and controls in Chrome

As you may have seen, today Chrome announced its plans to improve cookie controls. To better protect user privacy and choice on the web, Chrome intends to make it easier for users to block or clear cookies used in a third-party context, with minimal disruption to cookies used in a first-party context. While Chrome has long enabled users to block cookies, these changes will let users continue to allow their online banking site, for example, to remember their login preferences—a function that first-party cookies enable.

Chrome also announced that it will more aggressively restrict fingerprinting across the web. When a user opts out of third-party tracking, that choice is not an invitation for companies to work around this preference using methods like fingerprinting, which is an opaque tracking technique. Google doesn’t use fingerprinting for ads personalization because it doesn't allow reasonable user control and transparency. Nor do we let others bring fingerprinting data into our advertising products.

The changes in Chrome will empower users to make informed decisions about how to control the use of their data for personalized advertising. They will also ensure users are able to continue accessing a broad range of quality ad-supported content, with confidence that their privacy and choices will be respected.

A new level of ads transparency

As the Chrome announcements demonstrate, transparency, choice and control form the foundation of Google’s commitment to users—and advertising is no different. With tools like My Activity, Ad Settings, Why this Ad and Mute this Ad, we make it easy for people to see how Google tailors ads for them, switch off individual factors we use to tailor ads, stop seeing ads from a specific company or simply opt out of personalized ads entirely.

But all of this is not enough. We believe you should also know what data is used for ads personalization and by whom.  

That’s why today we’re committing to a new level of ads transparency. We want to give users more visibility into the data used to personalize ads and the companies involved in the process.

As a first step, for the ads that Google shows on our own properties and those of our publishing partners, we will disclose new information through an open-source browser extension that will work across different browsers. The new information will include the names of other companies that we know were involved in the process that resulted in an ad—for example, ad tech companies that acted as intermediaries between the advertiser and publisher, and companies with ad trackers present in an ad. The browser extension will also surface the factors used to tailor an ad to a user, which we provide today.

The extension will display information for each ad we show a user, and will present an aggregated snapshot for all the ads Google has shown a user recently. In the future, we will look for additional ways to make it even easier for people to access this information.

In addition, we want to offer a simple means for others in the advertising industry to surface this kind of information. To that end, we will build APIs that enable other advertising companies, should they choose, to disclose this same type of information to users through the extension. We expect to begin rolling out both the browser extension and APIs in the coming months.

While offering more information privately to individual users is important, we also believe that making this type of information available publicly will help increase transparency at the ecosystem level. That’s why we plan to build tools that allow researchers and others to view and analyze aggregated and anonymized data from Google and other providers that elect to use these new APIs.

As we introduce these enhanced ads transparency measures, we’re eager to receive feedback from users, partners and other stakeholders so that, together, we can identify industry-wide best practices around data transparency and ads personalization, including ways that people can take action to shape their experiences.

All of the changes announced today represent an important step in ensuring that the ad supported web provides people with access to high-quality content, while protecting their privacy. We will continue to explore opportunities to evolve our tools and practices in ways that enhance user transparency, choice and control.

Protect your budget and your brand with Display & Video 360

We support efforts to increase transparency in the digital advertising ecosystem and we’re committed to making it easier for marketers to monitor their digital campaigns and protect their brand. That’s why we’re introducing new ways for Display & Video 360 to help you avoid buying unauthorized web and app ad inventory, and control where your digital ads are appearing.

New default setting to ads.txt-only web inventory

Since it was first conceived in May 2017, Google has supported and contributed to the IAB Tech Lab’s ads.txt standard. It’s a text file that lets publishers openly declare who is authorized to sell their inventory programmatically. Ads.txt increases transparency throughout the advertising supply chain: marketers know they're buying inventory from the actual property owner, or an authorized reseller, and legitimate publishers receive payment. Because of its simplicity and effectiveness, over 93 percent of the web inventory available in Display & Video 360 is authorized by ads.txt files. In fact, ads.txt is one of the most rapidly adopted standards that our industry has seen.

Starting in August, we’ll make ads.txt-only the default setting for all new campaigns created in Display & Video 360 and running on web inventory. This ensures that by default you only buy authorized inventory and is the next step in our ongoing support of the standard.

Support for IAB Tech Lab’s app-ads.txt

Ads.txt was created to reduce fraud for your campaigns running on the web by making it easier to avoid transacting unauthorized inventory. To give you the same level of protection against misrepresented app inventory, the IAB Tech Lab recently introduced the new app-ads.txt standard which supports apps running on mobile, connected TVs and other devices.

While it’s very early days for app-ads.txt adoption, we’re actively working to encourage app developers to publish app-ads.txt files. In the next few months, Display & Video 360 will stop buying unauthorized app inventory as identified by app-ads.txt files. When adoption of app-ads.txt reaches sufficient levels, we will allow marketers and agencies to choose to buy only app inventory that is authorized.

A new home for all brand protections

In addition to knowing that you’re buying inventory from authorized sellers, you also need to ensure your ads appear only in contexts that you define as suitable for your brand. Display & Video 360 offers a comprehensive set of controls to protect your brand, but we’ve heard feedback that it can be difficult to apply these controls consistently—especially if you are managing a large number of campaigns.

To help solve this challenge, we’ve introduced Brand Controls, a new resource available to all Display & Video 360 users that gives you a single view of the brand suitability settings, campaigns using ads.txt-only authorized sellers, and verification services across all of your campaigns. With the Brand Controls dashboard, you can also more easily see how your campaigns are using different controls including content labels, sensitive categories, and keyword exclusions.

The Brand Controls dashboard gives you a snapshot of all the brand protections used in all your campaigns.

The Brand Controls dashboard gives you a snapshot of all the brand protections used in all your campaigns.

Now you can manage and make changes to all of these settings across all the campaigns in your Display & Video 360 account at once--including display, video, apps and TrueView. For example, let’s say you realize that some of your campaigns are not using any digital content label exclusions. You can quickly make bulk edits with Structured Data Files and immediately change the settings across multiple campaigns, right from the Brand Controls dashboard.

With Brand Controls you can also get a report that shows you what percentage of traffic was filtered before a bid was placed using our built-in fraud detection and brand suitability safeguards, and the reasons why. This way you can get full transparency on how Display & Video 360 is protecting your media buys.

With Brand Controls you can get a detailed report of the invalid traffic filtered pre-bid for all your campaigns.

With Brand Controls you can get a detailed report of the invalid traffic filtered pre-bid for all your campaigns.

Finally, the Brand Controls dashboard makes it easy to track any edits that are made to your brand suitability, authorized sellers, and verification settings. This helps you ensure that your media team follows the guidelines you’ve setup to protect your campaigns.

By making ads.txt-only the default setting for new campaigns, supporting the new app-ads.txt standard, and creating the new Brand Controls center, we're making Display & Video 360 a more effective solution to help you protect your budget and your brand.

Dynamic audiences in Google Analytics for Firebase

For businesses to make the best decisions about where to invest their marketing budget, it’s critical that they understand user behavior on both their web and app properties. And while a website is often the first customer touchpoint, for many businesses, apps are where customers are spending more of their time. As a result, marketers need to capture audience insights from their app analytics that they can then take action on, both within and outside of their apps.

Google Analytics for Firebase, our app analytics solution, has historically given you the ability to organize your audiences around events, device type, and other dimensions. These criteria were not exhaustive, however, or dynamic as user behavior changed over time.

That’s why we’ve made enhancements to the audience builder experience, with a few major updates to help you identify relevant app audiences more easily and with greater precision:

  1. Dynamic audience evaluation: Audiences are now dynamic by default, meaning Analytics will automatically include users as soon as they meet your criteria, and automatically exclude users when they no longer do. This allows you to “set and forget” your audiences while they populate, without the hassle of constantly re-evaluating them.
  2. Audience exclusion: Audiences can be more precisely defined by adding exclusion criteria. For example, you can create a list of users that added an item to a shopping cart and of those users, exclude those who have also made a purchase.
  3. Membership duration: Audiences can now include a membership time frame, such as “users that have converted in the last 30 days,” so your audiences and messaging remain fresh and timely.  

These new tools make audiences more powerful, flexible and actionable than before, so you can be confident that your insights reflect relevant users and activity on your apps. In 2019, we will continue to enhance the Google Analytics for Firebase audience builder, offering even more ways to precisely create audiences.

Take action once you’ve identified relevant audiences

Once you’ve improved your understanding of users, you can also deliver personalized experiences based on varying user needs. For example, through push notifications or Remote Config in Firebase, or customized ads in Google Ads.

Let’s say you have an e-commerce app. Using these advanced audience capabilities, you can build an audience of users that visit your app for the first time and add an item to their cart, but don’t make a purchase — and only include those who do so in a 30 day window.

Build a dynamic audience for first time users that have abandoned their cart.

Build a dynamic audience for first time users that have abandoned their cart.

You can now reach that audience with tailored messaging relevant to their experience with the app, and encourage them to make the purchase through an in-app promotion, email notification, or personalized ad. Once these users have returned to the app, made a purchase, and/or exceeded the 30 day window however, they will no longer meet the criteria for that audience, and you will not adversely affect their experience with marketing that is no longer relevant to them.

With the ability to create dynamic audiences, you are able to understand your users with better precision. A better view into your audiences means more insight into the customer journey, so you can invest in your marketing activities with confidence and see better results — keeping users happy, and your app growing.

A deeper connection between Google Analytics 360 and Salesforce Sales Cloud

Last week, we shared that the ability to share audiences from Analytics 360 to Salesforce Marketing Cloud is beginning to roll out. Today, we’re highlighting a number of enhancements to the integration between Analytics 360 and Salesforce Sales Cloud. This integration allows you to import sales pipeline data from Sales Cloud directly into Analytics 360, making it easier to connect your offline and online data.

Now, to get a more complete understanding of the customer experience, we’re helping you bring even more Sales Cloud insights to Analytics 360.

More customer signals

In addition to lead status and conversion data, now you can bring other useful information about your customers from Sales Cloud into Analytics 360—like the state where they are located or their industry type. And once that data is in Analytics 360, you can use it to create audiences, custom dimensions or custom metrics.

For instance, let’s say you’re a commercial insurance company and your customers have shared their industry in a lead form on your website. Before, that information may have been difficult for Analytics 360 customers to easily access. Now, with this integration Analytics 360 can pull in a customer industry field from Sales Cloud and you can create a custom dimension using that information directly in Analytics 360. Then, you can build a report in Analytics 360 that combines marketing acquisition metrics with this custom dimension. By doing so you may find that certain marketing campaigns perform better with customers in service-focused industries vs. retail or manufacturing.

Deeper product data

If your customers purchase products or services offline (on the phone, for example), your teams are likely documenting these transactions in Sales Cloud. With the Analytics 360 and Sales Cloud integration, this transaction information can be easily shared to Analytics 360, and used to better customize your marketing campaigns based on customer purchase history.

For example, you may have customers who submit a form on your website to express their interest in placing an order, but who don’t actually complete the purchase until speaking to your sales team on the phone. With Sales Cloud opportunity data available in Analytics 360, you can now create an audience of all customers who have ordered specific products or services from your company in the last three months, even when orders happened offline. And by sharing this audience to Google Ads or Display & Video 360, you can build a marketing campaign that reaches people with similar characteristics who may also be interested in purchasing from you.

Build a custom audience in Analytics 360 that you can then share to Google Ads or Display & Video 360.

Build a custom audience in Analytics 360 that you can then share to Google Ads or Display & Video 360.

Get started quickly

Connecting Analytics 360 and Sales Cloud opens up many opportunities for you and your team.

You can set up this integration in three steps. First, set up your Sales Cloud account. Then, make a small change to your website’s lead form to share your Analytics 360 property ID and client IDs with Sales Cloud. Then, in the admin section of your Analytics 360 account, enable data sharing from Sales Cloud to Analytics 360.

To learn more about the integration between Analytics 360 and Sales Cloud, check out our new feature brief here.

Reach customers via additional marketing channels with Analytics 360 + Salesforce Marketing Cloud

Last year, we shared our plan to make Google Analytics 360 audiences available for activation in Salesforce Marketing Cloud, so that marketers can deliver more timely and relevant messages via additional marketing channels like email and SMS. Today, we’re excited to share that this capability will become available to customers in the next two weeks.

Use the power of Analytics 360 audiences in Marketing Cloud campaigns

With over 250 site engagement dimensions and metrics available in Analytics 360, marketers can create precise audiences to deliver more relevant messages to their customers. By sharing Analytics 360 audiences within Google Marketing Platform, marketers can deliver personalized search and display ads and customized site experiences. Now, by sharing Analytics 360 audiences to Marketing Cloud, marketers can use the insights from Analytics 360 to customize their Marketing Cloud campaigns — extending the reach of Analytics 360 audiences to email, SMS, and push notifications.

Let’s say you want to re-engage valuable customers who have just visited your site for the first time in a while. Now you can reach them directly by email soon after they leave your site. Simply create an audience of these users in Analytics 360 and share it with Marketing Cloud. Then, you can reach them in a Marketing Cloud email campaign that includes a special promotion to bring them back to your site and purchase.

Create an Analytics 360 audience and share to Marketing Cloud.

Create an Analytics 360 audience and share to Marketing Cloud.

Get complete campaign reporting across channels

In addition to sharing Analytics 360 audiences to Marketing Cloud, marketers already have access to another important capability through this integration: deeper campaign reporting.

With Analytics 360 and Marketing Cloud integrated, you can connect customer site engagement from Analytics 360 into your Marketing Cloud reporting. Marketers can now see campaign metrics like conversion rate and site engagement metrics like time spent on site related to Marketing Cloud campaigns. No more switching back and forth between platforms — instead, you can see end-to-end campaign performance right within Marketing Cloud.

To learn more about the integration between Analytics 360 and Marketing Cloud, you can check out our new feature brief here or reach out to your Analytics 360 sales team.

The Analytics 360 Solution Guide: How today’s top brands gain a deeper understanding of the customer journey

Today, digital technology and mobile devices have put the consumer in control. The traditional, linear customer journey from awareness to purchase has been replaced with unique, unpredictable journeys—where no two are exactly alike. Understanding how customers engage at each step along the way is a key priority for marketers and an opportunity to deliver improved customer experiences that drive better marketing results.

In our new Analytics 360 Solution Guide, we share how leading marketers are building their strategies around the customer, adopting technology to help teams better collaborate, and integrating their ads and analytics data.

Put the customer at the center

Across our research, one thing became clear: Leading marketers are putting
customers at the heart of their strategy. Interactive entertainment company Electronic Arts Inc. has organized their teams around the customer. Marketing, analytics, and publishing teams all start from a single source of truth: customer insights.

Use technology to help teams collaborate

Leading marketers are adopting the same connected technology across the company to help teams work more effectively together. The professional baseball organization, Major League Baseball, has seen a significant reduction in time spent pulling and sharing reports since adopting a single platform.

Integrate ads and analytics data

Bringing together ads and analytics data in one platform gives marketers the opportunity to establish a deeper, more meaningful relationship with every
customer. With an integrated technology stack, online travel company BookIt was able to segment visitors by specific vacation destinations and then tailored its ad creative to match the vacations visitors were looking for.

Download the Analytics 360 Solution Guide now and learn how these companies and more are bringing their ads and analytics data together in Analytics 360.