In late November we invited some clients to join us for Introducing Google Analytics 360, an event held in Edinburgh in partnership with Google, showcasing the benefits of the programme. Led by speakers from iProspect, Google and including a case study from one of our clients, the event brought to life the tangible benefits of Google Analytics 360 and what it can do for clients.
For anyone considering making the move across to Google Analytics 360 from the free version of Google Analytics, it’s likely because your account is collecting near to the limit of 10 million hits per month, as permitted on the free version. Though it’s important to establish that the benefits go beyond the permitted monthly hits; when looking at Google Analytics 360 we break down the benefits into five key areas:
We’ve experienced these benefits directly with Thomas Cook. They challenged us to leverage their rich web analytics data to execute a more personalised media strategy. We met this challenge by using Google Analytics 360 to define and segment their audience and implement a pioneering activation approach. This enabled us to target audiences with tailored creative, resulting in a significant increase in revenue from digital marketing channels, an increase in ROI and a decrease in CPA.
Additionally, some of our clients are building their own amazing solutions off the back of the data that Google Analytics 360 provides them using tools like Big Query and Google Data Studio. The team presented their own journey from Google Analytics free to 360, through to some of the current exciting things they’re working on such as sentiment analysis of emojis used on social media platforms. They also talked about the team structure within their business that allows them to experiment, innovate and collaborate their way to great results.
We understand that the path to getting the most value from your data can be a long journey and Google Analytics 360 is just one step along the way. No matter where you are in your journey we can help, be that assisting you to get your Google Analytics free account configured correctly before you move to 360, or helping you take data out of an existing Google Analytics 360 setup to build your own attribution model. Our team can make sure that you’re moving in the right direction every step of the way.