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Adapting measurement strategies for modern marketing John Blood [email protected] March 2016 © Google Inc. 2016. All rights reserved.

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Adapting measurement

strategies for

modern marketing

John Blood

[email protected]

March 2016

© Google Inc. 2016. All rights reserved.

© Google Inc. 2016. All rights reserved.

Does measurement matter? Are we set up for success? Forrester Recommendations on Marketing Analytics Real-world examples of best practices in action Q&A

© Google Inc. 2016. All rights reserved.

Does Measurement Matter?

Marketers indicate that connecting

marketing to results is the most

important metric for securing future

marketing budget.

53%

© Google Inc. 2016. All rights reserved.

Does Measurement Matter?

Marketers indicate that connecting

marketing to results is the most

important metric for securing future

marketing budget.

20%

Just 20% of marketers have confidence in

their ability to

● Measure overall campaign effectiveness

● Allocate budget with ROI in mind

● Communicate performance to the C-level

53%

© Google Inc. 2016. All rights reserved.

Are we set up for success?

What? So What? Now What?

© Google Inc. 2016. All rights reserved.

Are we set up for success?

What? So What? Now What?

80% 10% 10%

© Google Inc. 2016. All rights reserved.

Are you set up for success?

What? So What? Now What?

60% 25% 15%

Spend more time

focused on the

‘now what’.

“Fifty-three percent of sophisticated marketers stated they adhere

to well-established marketing metrics that tie directly to business

objectives, compared with only 18% of less sophisticated

marketing organizations.

These top organizations are more than three times more likely to

hit their goals than other marketing organizations, and nearly 20%

beat their revenue goals by over 10%.”

“Discover How Marketing Analytics Increases Business Performance” - Forrester, 2016

3X

1. Measure marketing programs against key business

objectives

“Forty-seven percent of organizations that embody analytics best

practices told us their marketing analytics tools work

together efficiently, compared with only 9% of their peers.”

“More than twice as many marketers who say their marketing

analytics platform is well integrated outperformed their revenue

goals by over 10%.”

“Discover How Marketing Analytics Increases Business Performance” - Forrester, 2016

5X

2. Ensure well-integrated marketing analytics tool sets

“Forty-seven percent of marketers cited ease of use among the

most valuable features of their marketing analytics platform, and

one-third felt having the ability to share access to data across their

organization was a key decision criterion when choosing a

marketing analytics partner.”

“Discover How Marketing Analytics Increases Business Performance” - Forrester, 2016

47% Ease of Use most valuable

33% Share access to data

3. Pick marketing analytics tools that are easy to use by

marketers and non-marketers alike

“With the right well-integrated marketing analytics tools, marketers

can communicate the true results of their efforts and prove the

value of everything from channel touches to media spend and

website usage to social engagement…By making these

communications a priority, marketers can ensure adequate funding

of programs and secure appropriate investment in staff, technology,

and projects.”

“Discover How Marketing Analytics Increases Business Performance” - Forrester, 2016

4. Leverage marketing analytics tools to communicate the

value of marketing programs

© Google Inc. 2016. All rights reserved.

4 ways to improve your marketing analytics

Understand the

customer journey and

move past last click

attribution

Share insights

with everyone

Get insights,

not data

Use actionable insights

to deliver engaging

experiences

1. Understand the

customer journey

and move past last

click attribution

of marketers surveyed

don’t believe that

their data sources are

well integrated.

84%

“ ...businesses that integrate multiple

sources of customer and marketing

data significantly outperform other

companies in terms of sales, profits,

and margin. They also had dramatically

higher total shareholder returns.

— Harvard Business Review, 2016 ”

© Google Inc. 2016. All rights reserved.

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

A T T R I B U T I O N

Google Confidential and Proprietary

“ The HomeAway business model

requires a sophisticated, well

integrated solution to assign

evidence-based credit to our

marketing efforts. Data-Driven

Attribution gives us the ability to

make confident decisions that

deliver positive business results.

Mike Osborn, Senior Vice President Global Marketing,

HomeAway

© Google Inc. 2016. All rights reserved.

Some Results

Found non-brand search worth

43% more than last click

suggests

75% of sales

from multi-touch

paths

51% lower

Display CPA vs.

last click

Reduced

CPA by

14%

© Google Inc. 2016. All rights reserved.

Just Hangin', Target

Jun 13, 2015 7:25 PM

Channel 10, Masterchef

15s, $100

Even the best digital attribution model ignores

lots…

2. More insights,

not more data

of marketers said that

marketing measurement

tools are difficult to use - reducing

cross-team collaboration.

Marketers with simple and easy to use

tools are more likely to outperform their

revenue goals.

60%

© Google Inc. 2016. All rights reserved.

...to answering

questions on demand

What if your

marketing data

could be marketing

answers?

From 10 blue links...

Google Confidential and Proprietary

Previously, there

were a lot of touch

points . . . From a

marketer’s

standpoint, it’s way

easier than ever

before.

Maria Hwang, Online Marketing Lead,

AirBnB

3. Share insights

with everyone

of marketers stated that

it is difficult to give their

stakeholders in different functions

access to their

data and insights.

“We would welcome a seamless

platform that congruently provides data

to all levels of our organization—one

that allows access in real time, and

[that] all business units can tap into.”

–Forrester research respondent

57%

© Google Inc. 2016. All rights reserved.

“Organizational silos are the

biggest barrier to improving

customer experience and

best-in-class companies—those

with strong financial performance

and competitive customer

experiences—are more likely

to have broken down those

silos

than are other organizations.” –From a study by Harvard Business Review, 2016

Percentage indicating the greatest barrier to

improving customer experience at their organization.

37

50

44

38

32

34

11

28

17

26

Organizational Silos

Cultural Resistance

Inflexible, Outdated Tech

LoB Lack of Knowledge/Skills

Lack of Leadership

Source: 2015 Harvard Business Review

Analytic Services Survey. N=494

Best in Class

Underachievers

Google Confidential and Proprietary

Google has given

everyone at Gilt

quick, easy access

to insights about

our business. It has

enabled true ‘self-

service’ data across

the company.

Ana Kravitz, Senior Manager of Web

Analytics, Gilt Groupe

4. Use actionable

insights to deliver

engaging

experiences of companies expect

to compete mostly

on the basis of customer

experience in 2016.

[Gartner, 2015]

89%

“ The use of advanced targeting

techniques [e.g. using customer

behavior data to drive advertising

spend] can drive increased

performance across all major metrics.

—Study by the Boston Consulting Group, 2015 ”

© Google Inc. 2016. All rights reserved.

Using CRM data to drive media buying decisions works

even better…

"The Google Analytics Premium

and DoubleClick integration

coupled with CRM data has

allowed us to utilise the rich

Google Analytics Premium dataset

for the first time in driving

significant improvements in

conversion rates and lower costs

per acquisition.”

219% increase in conversion

rate & 63% CTR uplift

50% of Talk Talk’s customer

base reached with tailored

messaging on YouTube

TrueView delivered 76% CPA

reduction compared to standard

retargeting

© Google Inc. 2016. All rights reserved.

Tag Manager 360 - Data Collection

Data Studio 360 Data Analysis and Visualization

Third-Party Platforms

Analytics 360

Customer Insights

Attribution 360

Marketing

Measurement

Optimize 360

Site Testing and

Personalization

Audience Center

360

Audience

Management

© Google Inc. 2016. All rights reserved.

© Google Inc. 2016. All rights reserved.

Q&A

© Google Inc. 2016. All rights reserved.

Thank You [email protected]