Tag Archive for: analytics

Google Announces Google Analytics 360 Suite

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Google Analytics is an essential tool for webmasters and marketers looking to take control of their marketing efforts and increase both revenue and engagement. Now, Google is taking the platform even further with the introduction of the new enterprise-oriented measurement platform, Google Analytics 360 Suite.

In an announcement posted this week on the blog Inside Adwords, Vice President of Analytics, Display, and Video Products Paul Muret said:

“Sophisticated marketers who use analytics platforms are 3X more likely to outperform their peers in achieving revenue goals. It’s no wonder enterprise-class marketers have been telling us they need more from their marketing analytics tools. Many toolsets can’t cope: They’re too hard to use, lack sufficient collaboration capabilities, are poorly integrated, and require hard to find expertise.”

Muret also told Marketing Land that marketers are “trying to engage with brief moments of engagement” referring to so-called micro-moments. “If the value is not delivered” within the brief window of time, “consumers will quickly move on.”

The new platform is intended to deliver an enterprise-oriented analytics service that is both comprehensive and easy-to-use while focusing in on those brief moments of engagement and opportunity.

Google has remained mum on if there are any new data sources feeding into the Suite, and cross-device tracking remains the same. Rather, Google Analytics 360 Suite is intended to expand upon Google Analytics Premium, its previous enterprise-oriented analytics platform.

The suite includes four new tools, as well as two old mainstays:

Google Audience Center 360 (beta). This powerful data management platform (DMP) helps marketers understand their customers and find more like them across channels, devices, and campaigns. It offers native integration with Google and DoubleClick, plus it’s open to third-party data providers, DSPs and more.

Google Optimize 360 (beta). This website testing and personalization product helps marketers deliver better experiences. Marketers can show consumers multiple variations of their site and then choose the version that works best for each audience.

Google Data Studio 360 (beta). A new data analysis and visualization product that integrates data across all suite products and other data sources ― turning it into beautiful, interactive reports and dashboards. Built-in real-time collaboration and sharing is based on Google Docs technology.

Google Tag Manager 360. Built from our industry-leading tag management product, it empowers enterprise marketers to move faster and make decisions with confidence. It offers a simplified way to gather site information (all those tiny bits of code) and powerful APIs to increase data accuracy and streamline workflows.

Google Analytics 360, formerly known as GA Premium, will roll out exciting new capabilities throughout the next couple of months as investments continue to grow. It will serve as the measurement centerpiece by analyzing customer data from all touch-points and integrating with our ad products to drive marketing effectiveness.

Google Attribution 360, formerly known as Adometry, has been rebuilt from the ground up to help advertisers value marketing investments and allocate budgets with confidence. Marketers can analyze performance across all channels, devices, and systems to achieve their most effective marketing mix.

All these tools are available on the dashboard, and Google has said the platform also includes a broad set of integrated third-party providers, such as customer relationship management platforms.

The individual products will be offered à la carte, under to-be-announced pricing. Google Analytics Premium and Adometry will be relaunched under the Google Analytics 360 Suite platform “in the coming months.” Google Analytics Premium and Adometry customers will also be offered access to the new tools in a limited beta test in the future.

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More Than Half of Search Marketers Aren’t Tracking Phone Call Conversions

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Tulsa Marketing Online has always believed tracking data is one of the most essential steps to running an informed marketing campaign, but apparently many search marketers are opting out of comprehensive tracking when it comes to phone conversions from search campaigns.

A new survey from Invoca has found that just 36 percent of respondents reported using call extensions or click-to-call ads in their search campaigns. Of course, call conversions aren’t a major metric for some campaigns, but the survey shows that isn’t the whole story. The results also show that 63 percent of those surveyed said phone leads are equally or more valuable than web conversions.

It is surprising that such only a relatively small percentage of marketers may not be tracking phone call conversion data, especially in light of the wealth of studies showing the value of phone calls to search marketers. Google’s numbers say that 70 percent of mobile searchers have called a business directly from the search results page and BIA/Kelsey estimates inbound calls from mobile search is going to almost double between now and 2016.

The only real explanation is that a fair portion of marketers simply aren’t considering the value of call conversions and how search marketing may be driving calls.

Without data on call conversions, it is hard to get the full picture of how campaigns and marketing strategies are performing and budgets may be getting misplaced or outright wasted. When you have all that information at your fingertips, it is easier to make truly informed decisions about your future strategies and ensure that marketing budgets are being used to their full potential.

You can read Invoca’s full report here and see their related infographic below.

Call Tracking Infographic

 

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Twitter Opens Analytics Dashboard For All Users

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Twitter has grown from a small social media platform to one of most popular ways to share and interact with everyone from friends and family to celebrities and clothing brands. But along the way Twitter also got a reputation for being one of the most highly efficient marketing tools possible.

While Twitter isn’t the first social media platform to allow brands and public figures to interact with their audiences, it has continuously been one of the most powerful and easy to use platforms available. The only thing holding it back was a lack of analytics tools.

Last month, Twitter took the first step in rectifying this issue by launching an analytics dashboard similar to Google Analytics that specifically focused on Twitter. The analytics dashboard did everything from measuring the performance of your tweets to monitoring how many people are seeing each tweet. Too bad only advertisers and verified users had access to it at the time.

Thankfully, everything changed yesterday when Twitter engineer Ian Chan announced the wide release of the analytics dashboard via a tweet.

https://twitter.com/chanian/status/504712774321074176

Twitter also added a new page to the help center which explains everything you could want to know about using the dashboard and familiarizing yourself with the layout. To get access to the analytics dashboard, you only need to have an account that has been open for more than 2 weeks and primarily tweets in English, French, Japanese, or Spanish.

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Everything You Want to Know About Google Analytics After The iOS App Release

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iOS MobileA few weeks ago Google finally got around to releasing the iOS version of Google Analytics. The app had been available for Android for quite some time, but the release to iOS makes website data available to webmasters at any time and it is fair to assume some business owners and webmasters may be trying to use Google Analytics for their first time.

While Analytics is without a doubt one of the most powerful tools for analyzing your website and how others are accessing it, it can also be a bit overwhelming for those who aren’t familiar with the layout and aren’t well versed in the terminology.

To help familiarize new and inexperienced webmasters with Google Analytics, Emma Barnes, who offers training on Google Analytics from Branded3, reviewed many of the most common questions she receieves and the terminology you can expect to run into when using Analytics.

Once those questions are out of the way, you may find yourself tasked with another question: “just what am I supposed to do with all this information?” For that, you may want to browse the recent article titled “11 Things You Should Be Doing With Google Analytics” from Search Engine Journal.

If you want to be in control of your website, you need all the information possible to make the right choices. Google Analytics can give you the numbers you want, but these resources will help you know what to do with it.

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Why Should You Be Using Bing’s Webmaster Tools?

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Bing Webmaster Tools

Big may not get all the praise and attention of Google, but they have been steadily growing their audience for years. They still have a ways to go in search traffic to be realistic competition for Google, but Bing has expanded their search abilities and community to the point where it is a mistake to completely neglect the search engine.

If you are a webmaster, chances are you already use Google’s Webmaster Tools, but it is shocking how many don’t bother to signup for a Bing’s Webmaster Tools at the same time. Just like Google’s tools, Bing’s Webmaster Tools make a huge variety of data available to you to help inform your SEO practices and identify any potential issues.

Most importantly, Bing’s Webmaster Tools are the primary line the search engine uses to communicate about issues with site owners.

If you’ve used Google Webmaster Tools, you probably already have a good idea of what you can accomplish with Bing’s and you can probably make your way around the tools on your own. But, if you’re new to webmaster tools or want to know all the cool things Bing’s Webmaster Tools can do, Simon Heseltine has shared a guide to the tools at Search Engine Watch. Get yourself familiar with the tool, then make sure you sign up. There is no reason you should be missing out on such a free, versatile and important set of tools for your website.

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The Best Metrics For Successful Marketing

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Metrics are an essential part of every online marketer’s life. They are an absolute necessity for knowing exactly how your campaigns are performing and how you can best make improvements. It may be of some surprise however that these metrics can be broken down and separated into four basic lifestyle stages of marketing: attracting, engaging, converting, and renewing. Everyone has their preferences, but Noran El-Shinnawy has some suggestions for the best metrics for each stage in your process.

Stage 1: Attract

  • Impressions

In the first stage, it is best to simply let yourself be guided by a set of three questions, metrics aren’t necessarily as important as ensuring your are communicating the right message to your audience. If you can say yes to the following three questions, you’re on the right track.

  • Is this the right message?
  • Is this the right audience?
  • Is this the right time?

For PPC, getting these three questions right relates to how you are handling techniques like keyword choice, targeting, and bidding.

Stage 2: Engage

  • Clicks
  • CTR

Creating the ads is the fun part of marketing. You get to be creative and finally engaging your creative side of your brain is a welcome relief from data and graphs. The metrics will help you measure how others are relating to your copy, but you can also check out these five tips for writing better ads.

Stage 3: Convert

  • Conversion
  • Cost
  • Cost Per Conversion
  • Conversion Rate
  • Revenue Per Conversion
  • ROI
  • Average Position
  • Average
  • CPC

Most often we find ourselves thinking about ROI purely in terms of dollars and sales. But, not every business benefits from that model. For others, ROI could be better informed by being associated with the value of page views, leads generated, and other such considerations.

Start out by installing a conversion tracking and analytics tools. This will open your eyes to the other possibilities for determining your ROI, while keeping you in-tune with the important numbers like total revenue and advertising cost. If you invest in your metrics, you can make smarter bidding decisions, and keep your focus on the most profitable ads for you.

Stage 4: Renew

  • Returning Visitors
  • Returning Visitors Revenue

The end phase is where you make improvements and complete the cycle. After the third phase, visitors have two options. They can convert, or they can choose to not convert. In both cases, there is valuable information to be gathered.

If they didn’t convert, investigate and find out what kept them from converting. You can go after them with targeted remarketing campaigns, or you can analyze their path to determine why they weren’t convinced to convert. Was there a technical problem on your site?

Did they not find your products or services compelling? Were your prices too high? Finding out these answers tells you what you need to do in the future.

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