"The Google Analytics 360 Suite delivers the customer and advertising insights you need to set your marketing strategy, drive sales, and ultimately outperform the competition."
We live in a time where humans are connected to digital devices, accustomed to instantaneous answers and have a wealth of information right at their fingertips at any given time. It is obvious that businesses of all kinds have recognized this change in consumer behavior and are striving to become more relevant in the digital world.
Specifically when it comes to the Automotive Industry and the internet, dealerships and brands alike are battling it out to turn online leads into in-store customers. Back in the day, consumers were forced to get their answers from the source- a local dealership. Today, consumers have never been more informed and each trip they make to the dealership is more purposeful than ever.
There is a lot that can be done and is being done to address these fast-changing consumer behaviors- from digital cross-channel campaigns to tv ads. At intice, we understand that the customer's path to purchase is always changing. Check out how we bolster dealership's online customer’s experience and increase lead engagement here.
Bottom line, all drastic efforts and money spent all have one common goal: to spark micro-moments for the potential customer who is looking for more information on: the brands, their automobiles, prices, details, and dealership reviews.
The 5 auto shopping moments every brand must own according to Google are:
5. Am-I-getting a deal.
From a strategic standpoint, it is imperative for dealerships to reach customers at all points of the purchase journey, create memorable interactions with the brand and convert shoppers into sales. With all that effort towards these goals, it is a necessity to measure data accurately and gain insights from all the digital activity in real time on a single platform- to out-perform competition.
That’s where Google swoops in and saves the day, to be the hero to provide marketers with a new solution in efforts to assist efficiently in a multi-screen world.
After three years of anticipation, Google finally released their new marketing cloud platform to larger enterprises.
The theme of this platform is “about understanding the customer journey all the way to conversion,” Google’s Senior Director of Product Management, Pahlavan explains.
The Google Analytics 360 Suite service features an impressive toolbox equipped with six different applications tightly integrated resulting in a complete measurement platform:
1. Google Analytics 360 (formerly Google Analytics Premium)
Gain new insight with a total view of the customer experience.
2. Google Tag Manager (beta)
Get more data and less hassle with powerful APIs and partnerships.
3. Google Optimize 360 (beta)
Test and deliver more personal experiences to your site.
4. Google Attribution 360 (formerly known as Adometry)
Discover the true value of all your marketing channels.
5. Google Audience Center 360 (beta)
Match the right people with the right message.
6. Google Data Studio 360 (beta)
Build beautiful and shareable reports, with all your data in one place.
Google listened to what enterprise marketers needed, and delivered.
Here are the top voiced concerns from Enterprise Digital Marketers expressed to Google:
1. Useful insights, not just more data.
2. Being able to see the complete customer journey.
3. Better sharing experiences within organizations.
4. Deliver engaging experiences to the right people.
With these concerns taken into account, Google Analytics 360 Suite provides an impressive service that not only addresses these concerns but builds a better way to derive sales and value from these moments.
Simplistic measurement tools, meet sophisticated modern marketer.
Realistically analytics tools tend to be not so user-friendly- messy, complex, chaotic with so many options. This modern measurement cuts through the complexity.
“Google engineers set out to simplify marketing analytics in the same way we simplified web search with Google.com. With infrastructure that allows us to handle billions and billions of daily search queries — generating answers before users even finish typing — we set out to give enterprise marketers the same utility.”
Sharing- at scale.
Taking into account that this service is built to be utilized at scale, Google built it to be easily assessed by the entire team. This is done by using one single login where team members can work together with all data and insights.
It is also important to mention that this service easily integrates with other Google Solutions.
“The Google Analytics 360 Suite integrates with other Google solutions like AdWords, the Google Display Network and Google BigQuery. Pair it with DoubleClick Bid Manager to reach your best customers at the right moments with auto-optimized bidding. Use your website data to segment high-value customers and remarket to them automatically. This is truly personal and real-time advertising — at scale.”
Turning analytics into action.
With so much data available and all the micro-moments in the consumers journey, it is imperative of leverage these tools effectively to make the most out of the consumer interactions.
Typically our goals include: reaching consumers at all points of purchase journey, create memorable interactions with the brand, and convert shoppers into sales. We approach this by creating a continuous brand experience using cross-channel marketing, engaging consumers at scale on the Google Display Network, and maximizing visibility specifically with mobile and search.
Our current practices include (but not limited to) include the exclusive DoubleClick Digital Marketing (DDM) platform as an integrated solution to manage our marketing needs. By using this unified platform DDM, we are able to have a single reporting solution across everything search, display, mobile, and video. We can view everything in one place to optimize campaigns and analyze each step of the customer journey- starting from the first click to the last. Like mentioned above, Google Analytics 360 Suite integrates with all the Google Solutions we use, therefore we predict smooth sailing on this ship.
We are very enthusiastic about interacting with Google’s current tools and blessed to be a Google Certified Partner with this ground-breaking industry leader.
From one innovative company to the next we love seeing Google stick to their philosophy that great just isn’t good enough. Currently, this service is still in beta and we can't wait to get involved. After all, it's all about conversions.