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An Insight into Google Analytics 360 and How It Can Help Your Business

Paul Hudson October 5, 2017

It’s the era of digital transformation right now, and your business needs to step up its digital marketing game if it wants to keep up with the complexities of the customer journey. Pay attention to multiple touch points and channels, identify possible flaws in your SEO strategy, and optimize and measure data carefully. However, all this sounds easier than it actually is. To simplify things, you might need some help. And Google Analytics 360 can provide the necessary assistance that will allow your business to strengthen its operations. Check out some actionable tips below and find success in digital marketing more easily.

Provide Personalized Experiences to Your Customers

Every business owner has heard about customization. The thing is, most do not know where to begin. The trick is to divide the customization journey into three distinct levels across the sales process.

Traffic Level

The term “traffic level” is used to describe the kind of personalization that increases the amount of traffic your website gets. A good example is dynamic remarketing that showcases the advertisements in the Google search results which have been tailored for customers who have used your company app previously or accessed your website. These targeted ads can contain services or ads they checked out on your websites along with suitable messages to capture their interest and meet their demands.

Action Level

Personalization for the sake of conversion happens at this stage. If your buyer added a specific product to their cart but for some reason, did not complete the purchase, send a personalized email to the customer notifying them of the products still left in the shopping cart. Include a call-to-action so that customers are directed back to the saved shopping cart.

Real-Time

Perform real-time customization by assessing how far the buyer is along their journey, as well as the kind of content they are looking for. Your job is to encourage them so that they complete the journey to conversion. For example, when you customer adds a product to the cart, show a pop-up containing a special message or code that increases the urgency to check out the item before it is no longer available.

Understand the Role of Google Analytics 360 in Personalization

Harness the power of Google Analytics 360 to send the right customized messages to the target audience at the ideal time. Google Analytics 360 along with Audience Center 360 can help you understand your buyers better, accumulate the necessary data in an organized fashion, and deploy the same data when required. Use Google Analytics 360 to define the customer segment you wish to target, and then reach this segment with the proper message at the most opportune moment in their journey.

Integrate Your Qualitative Data with Your Quantitative Data

Gather important insights regarding user behavior as well as their personal interactions with your site by using the User Explorer Report, which is a part of Google Analytics 360.

– This report contains a lot of vital data, such as the date of purchase and the online channel used by visitors.

-Of particular interest is the activity log, which traces the customer journey throughout your website for every session. 

-Study the bounce rate, transaction, goal conversion, revenue, and session duration details to properly measure how your customers are engaging with your website.

-Take into consideration the type of content they best respond to, the paths they follow, and their engagement to craft suitable remarketing plans.

-The User Explorer Report gives you the opportunity to move your middle-tier buyers to greater conversion levels, implement personalization, enhance your website’s user experience, and identify the right personas.

Connect All Available Tools to Get a Holistic Idea of Your Data

The importance of Google Analytics 360 is best understood when you try to identify the effectiveness of digital marketing strategies and increase your business revenue. Google Analytics 360 gives you the power to integrate your tools and achieve data transparency for effective analytics solutions.

– Analyze your customer data across every touch point using Google Analytics 360 to figure out which of your marketing efforts are successful, and which ones need work.

-Use Google Tag Manager 360 to add new tags or update existing ones for site analytics, conversion tracking, and remarketing.

-The Google Data Studio 360 is useful for organizing your website data into easily comprehensible and shareable reports and dashboards.

-Google Optimize 360 allows you to change various aspects of your website and assess how these changes will affect buyer behavior.

-You can use Google Attribution 360 to unify and then analyze any existing data streams so that you have a clearer idea of your marketing spend for offline and online marketing channels. This tool even measures the effectiveness of each published ad on customer conversion.

-Experience the data management platform – Google Audience Center 360 – that compiles every shred of available data from various sources so you can reach your target audience in a timely manner.

Stop your guesswork and start relying on hard facts when it comes to your digital marketing strategy. This is the only way you will be able to find success in the industry. And Google Analytics 360 can help you achieve just that. Sure, there are other social marketing tips you need to follow to give your business the necessary visibility, but as far as optimization is concerned, this suite 360 has you covered.