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Monthly Archives: February 2016
At eTail West this week we were thrilled to give a joint presentation with Chris Duncan, VP of Strategic Marketing for Kohl’s, a $19B+ retailer making big strides in omni-channel analytics. Casey Carey, Head of Marketing for Google Analytics, kicked off the presentation with highlights from our new report with Harvard Business Review. Following Casey’s introduction, Chris gave the audience a glimpse into the Kohl’s Greatness Agenda, launched in 2014 with the goal of becoming “the most engaging retailer in America.”
Kohl’s has seen the growing effect of micro-moments on their business in recent years and has used measurement and analytics to gain key insights:
- They had more visits on digital devices last year than in all stores combined.
- Most of their sales are driven by people who have engaged with more than one marketing channel.
- Customers who engage online are spending more in-store.
Kohl’s has taken action, finding better ways to engage consumers across channels. They combined direct mail with digital display to make their direct mail dollars go further, they blended email marketing with social media to increase app downloads by 180%, and they got hyper-local with digital display and paid search. In other words, they used their insights to drive action.
The Google Analytics team is all about turning insights into action, which is why we commissioned a study with Harvard Business Review—we wanted to understand how great companies are using insights to drive customer value. The findings are compelling: some companies who capture the full customer journey with integrated data are generating up to 8.5x higher shareholder value.
We invite you to read the full report to learn how great companies like Kohl’s are analyzing and acting to create value for their customers and for themselves.
Posted by: Jocelyn Whittenburg, Product Marketing Manager
From rattles to diapers to playhouses, Mumzworld sells everything for babies and children to hundreds of thousands of online shoppers in the Middle East each year. The company advertises on many platforms and works hard to engage consumers with the best possible product catalog.
For Mumzworld, the challenge was to spend those ad dollars wisely, with full insight into ROI and product availability. The company wanted to increase online sales and repeat buyers while keeping user acquisition cost low. They also wanted a platform to help them manage on-site inventory better and lower out-of-stock product views.
For help, Mumzworld turned to InfoTrust, a Google Analytics Certified Partner that specializes in ecommerce data integration. Together, Mumzworld and InfoTrust implemented Google Analytics Enhanced Ecommerce for deeper shopper insights, product inventory tracking and leveraged InfoTrust’s data integration tool, Analyze.ly, to import cost-related metrics from non-Google platforms into GA.
Through remarketing and automated reports for out-of-stock products day-over-day, Mumzworld was able to see growth in total conversions, conversion rate and maintain a ROAS at 300% across top channels. Read the full case study.
“InfoTrust cleaned up our Google Analytics account and helped us better capture key data in dashboards, so we could dissect the information that helps us make our business better. It showed us key KPIs to watch for and created automated reports so we could measure and react to these KPIs.” —Mona Ataya, CEO and Founder, Mumzworld FZ-LLC
To learn how Mumzworld and InfoTrust worked together to achieve these results, download the full case study.
Posted by Daniel Waisberg, Analytics Advocate
The web has changed a lot since the early days of Google Analytics. Back then, most websites actually consisted of individual pages, and moving from one page to the next involved clicking a link and making a full-page request. With sites like this, it’… Continue reading → Continue reading
Each year, hundreds of millions of us gather around TVs to watch America’s big game — the Super Bowl. And for many, the TV commercials are at least or maybe even more interesting than the game itself. Companies annually spend millions of dollars trying to entertain us or tug at our heartstrings. For these advertisers, it is straight up, unabashed brand advertising. Not that there’s anything wrong with that.
However, other advertisers are looking to accomplish something much different. The goal of their ads is to pique your interest, get you to find out more about the product, and yes, maybe even make a purchase. In a word, their success is based on creating “intent.” Unfortunately, understanding the impact of TV advertising based on consumer response has historically been difficult at best.
Enter the second screen. According to a recent report by Accenture, 87% of consumers use a second screen device (laptop, tablet, phone) while watching TV. The result is a direct connection between TV commercials and digital activity including search queries, search clicks, and direct website visits. Adometry TV Attribution uses machine-learning techniques to model this minute-by-minute response data and estimate the incremental impact of each unique TV spot at very granular level. In essence, it allows you to measure TV just like digital.
So, how did the TV ads from Super Bowl 50 fare when measured by Adometry TV Attribution? From a response perspective, this year’s top TV commercials are:
A much different list than that of AdvertisingAge’s top rated commercials based on creative. For a complete rundown of the TV Attribution results, check out the full article on Think with Google which includes a complete list of the top ten Super Bowl commercials, along with response volume by quarter and device.
The takeaway? For those investing in TV advertising with the goal of creating intent, you also need an effective strategy to capture and engage consumers on their second screens. In doing so, your consumers will have a much better experience and you’ll see even bigger ROI.
Posted by Casey Carey, Google Analytics team
Toner Blueprint Printer Yang Bagus Dan Hemat http://www.dipopedia.com/2016/02/02-blueprint-toner-printer-yang-bagus-dan-hemat.html akan dapat membantu banyak orang untuk bisa mencetak dokumen yang jelas dan tajam sehingga apa yang dilihat pada dokumen … Continue reading → Continue reading