beyond ga360 & bigquery

Beyond GA360 & BigQueryGaining Competitive Advantage using GA360 + GCP

November 25th, 2016

Proprietary + ConfidentialProprietary + Confidential

Proprietary + Confidential

Gaining Competitive Advantage using Google Analytics 360 + Google Cloud Platform

Gert-jan LagasRegional Manager GA 360 Sales

Northern Europe

Proprietary + Confidential2020: hardware that can emulate human-brain functionality for only $ 1000

Source: The Singularity Is Near, Kurzweil, 2005.

http://www.grtl.org/Singularity-Is-Near.pdf

http://www.grtl.org/Singularity-Is-Near.pdf


Competitive Advantage:Capitalising on scarce resources better than your competition

Proprietary + Confidential‘We're in a knowledge economy, but our managerial and governance systems are stuck in the Industrial Era. It's time for a whole new model.’*

*Source: Manville & Ober, 2003, Jan., p. 48 **Source: HBR August 2014, The Ultimate Marketing Machine

https://hbr.org/2014/07/the-ultimate-marketing-machine

© Google Inc. 2016. All rights reserved.

“A Wealth of Information Creates a Poverty of Attention”

Herbert Simon, Nobel Laureate, 1978


OWN THE MOMENTSTHE NEW BATTLEGROUND FOR MARKETERS



Four strategies to seize the opportunity


Understand your customer better

Identify ways to improve decision

making

Build quick consensus Act! (deliver engaging

experiences)


Tag Manager 360 - Data Collection

Data Studio 360 Data Analysis and Visualization

Third-Party Platforms

Analytics 360Customer Insights

Attribution 360Marketing

Measurement

Optimize 360Site Testing and Personalization

Audience Center 360Audience

Management


“ … we were able to reduce time to insight from 96 hours to 30 minutes by using BigQuery … and we were able to do this in a quick six week proof of concept. “

Gary SandersHead of Digital Analytics, Lloyd’s Banking Group

Data &Analytics

Google Cloud Platform: Industry-leading Data & Analytics

BigQuery: Fully managed data warehouse for large-scale analytics

Cloud Data Flow: Real-time data pipelines

Machine Learning: Powerful, easy-to-use ML services; Speech, Vision and Translate APIs

“...Google is leveraging its expertise and experience with big data in its own consumer business in order to build product strength in technologies such as analytics and machine learning. “

Lydia Leong2016 Cloud IaaS Magic Quadrant

https://drive.google.com/a/google.com/file/d/0B2TdjjbIVO1PdGZjOHcyclI4cnM/view

https://drive.google.com/a/google.com/file/d/0B2TdjjbIVO1PdGZjOHcyclI4cnM/view

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem


Your Customer Data Your Preferred UX Your Activation

ChannelsYour Analytics

Needs

Allows you to capitalise on what makes you unique:



Understand your customer better

Uses Cases to Capitalize on your Unique Data

Connect media and site centric activity with other data you have. - CRM data that only you have (Orders, preferences, LTV)- Add PII data like email phone and IP addresses- Connect to other 3rd party data sets

Build your own device graph- Use your own logged in user database to understand x-device

behavior

2

1


Domino’s gets a 360 view of the customer

6%Increase in monthly revenue

80%Savings in ad serving and ops costs

[Our] solution gives us the technical agility and the analytics power we need to advance our marketing strategies.

–Nick Dutch, Head of Digital, Domino’s

“

”




Uses Cases to Capitalize on your Unique Analytics Needs

Identify ways to improve decision

making

Get over rigidity inherent in any software product

- Roll-up insights across brands - Reports with more granularity- Exporting data at faster cadences

Business specific insights

- Example airline mixing Analytics+GCP+Google Flight Search Data- Example auto mixing Analytics data with dealer location data

Customized attribution and/or propensity modeling

1

2

3



“Big Query has allowed us to more easily isolate the effects of marketing from the effects of site changes”

40 Million usersEach month

Supercharged ability to turn raw data into deep understanding of consumer behaviour

30-40% increase in conversions on smartphone and tablet in 6 months Improvement

Understand not just the overall conversion rate...

https://cloud.google.com/customers/skyscanner/



Uses Cases to Consume Analytics in your preferred UX

Build quick consensus

Bypassing UX to drive more automation/speed

- Automated processing of reports- Building meta-reporting- Speed of report rendering for “huge-data” companies

Easing decision making by presenting insights in tools execs are familiar with

- Extracting GA360 data into existing dashboards and workflows- Building custom reports across your data sets that ease collaboration

1

2



Uses Cases to Customize your Activation Channels

Act! (deliver engaging

experiences)

Activation via unsupported programmatic buying platforms

Activation via email/SMS

Activation via offers/promotions

Activation via call-center (x-selling and upselling)

2

1

3

4

“The economics of Cloud are real.”

49%of North American orders placed from mobile devices

4.5Mactive customers Use Hadoop &

BigQuery to run analytics across customer data


GA360+GCP: Our value proposition

3 Measurement platform made intuitive & collaborativeEnable enterprise collaboration and quick decision making

4 Actionable insights driven by machine-learning intelligence Capture your audience with relevant, personal messages

2 Seamless, powerful integrations for quick, custom actionsBuy or Build? Get the best of both

1 Enterprise-scale user centric platformFully capitalize on your knowledge of your customers

JON

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