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Showing posts with label Conversion. Show all posts
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Understanding the customer journey, from consideration to conversion, is no easy feat. But with tools like Multi-Channel Funnels (MCF) in Google Analytics, we’re working to make it easier to uncover new insights and opportunities to improve marketing performance. As Google’s Global Program Manager for Attribution, I recently led a webinar that highlighted opportunities to:
Thursday, July 12, 2012 | 10:19 AM
Tuesday, April 03, 2012 | 9:27 AM
Today, we’re sharing some research on marketing attribution that we conducted in partnership with Econsultancy, a leading digital market research firm. The insights -- Marketing Attribution: Valuing the Customer Journey -- provide a snapshot of how marketers and agencies are conducting attribution, the impact it has, and the barriers holding them back.
If you’re not familiar with digital attribution, it’s about distributing credit to all of the elements of your digital marketing program, so you can gauge the impact of customer marketing interactions on your sales results and make more accurate investment decisions. Here are a few snippets from the report that we found interesting:
It’s still a new craft, but early results show positive impact
Although digital attribution is still relatively new -- 83% of practitioners we surveyed have been using it for less than 2 years -- it clearly has a positive impact on businesses that employ it. 72% agree that it leads to better budget allocations, 63% gained a better understanding of how digital channels work together, and 58% had clearer insights into their audience:
Friday, March 09, 2012 | 2:11 PM
Since we launched Multi-Channel Funnels, we’ve seen marketers gain new insight into how marketing channels are working together to bring valuable customers to your site. For example, Technologia, a leading business training company in Montreal, recently partnered with online strategy firm Adviso and used Multi-Channel Funnels to understand the full path to conversion and improve their marketing efforts; read this customer story here.
Last week we released an update to Multi-Channel Funnels to help you more easily understand the impact of your marketing channels. We have expanded the Basic Channel Grouping dimension to more closely match the range of online channels used by the majority of marketers. Specifically, we replaced the previous Paid Advertising channel with three new channels: Display, Paid Search, and Other Advertising (see the updated channel definitions). You’ll find these updated channels reflected in the Multi-Channel Visualizer, and in reports such as Top Conversion Paths and Assisted Conversions, where you’ll now be able to see the interaction between these channels at a glance.
We also updated the Social Network channel to include a longer list of referral domains (more than 400) that will be classified as social.
Of course you can still create your own Custom Channel Groupings, either creating one from scratch, or by copying and modifying the Basic Channel Grouping template. Some of the most valuable custom groupings you can create include breaking out branded and generic search, and identifying a group for affiliates. These types of custom groupings can help you better understand the roles played by different channels in driving conversions.
As you use Multi-Channel Funnels to measure your marketing campaigns, we’d love to hear about your insights and analysis. You can share them with us using this form.
Posted by Bill Kee, Google Analytics team
Wednesday, February 15, 2012 | 8:00 AM
Shoes of Prey, an online retailer that sells custom-made shoes globally, have made significant improvements in their online conversion rates thanks to insights gleaned from their Multi-Channel Funnels reports. Through taking action based on these insights they were able to increase their conversion rate by 40%, increase same-day purchases by 20%, and better understand how to manage their social media strategy.
Head on to the APAC Conversion Room blog to learn how Shoes of Prey achieved these results and more.
Part 1: Thanks to the Top Conversions Paths report, Shoes of Prey were able to understand the sequence of channel interactions that led to conversions, and take action to reduce the number of interactions before a purchase is made.
Part 2: The Time Lag report helped them realise how long it typically took visitors to make a purchase from the time they first visited the site. Using this insight, Shoes of Prey were able to put into place marketing initiatives to help reduce the time to purchase.
Part 3: The Assisted Conversions report aided Shoes of Prey in understanding how influential their various marketing channels were either earlier in the sales funnel or as a direct response mechanism. They now have a better understanding of what role social media plays in influencing sales and can now manage their campaigns better.
Posted by Vinoaj Vijeyakumaar, Senior Conversion Specialist, Google Southeast Asia
Tuesday, February 14, 2012 | 2:00 PM
Google Analytics has a network of Certified Partners around the globe who provide valuable technical and analytical services, but I often get asked about the impact of their work. To that end, we help our partners publish case studies to showcase their best projects, and we’re featuring these studies in a series of posts in the coming months.
PUMA is a highly recognizable and well-respected sport/lifestyle company. They have a global audience and a world-class website, but still they strive to beat their own records. They know the best athletes use data and strict regimens to improve their performance, so applied the same concepts to their website with great results.
PUMA had a few strategic goals. They wanted to measure all engaging elements of their dynamic website, beyond just simple pageviews. They also wanted their site to be optimized for each key region around the world. Finally, they wanted to improve ecommerce conversion rates across the board.
PUMA’s team were extremely pleased with the business impact and we’re delighted Google Analytics could help them. You can read what their Head of Digital Strategy thought of the project:
“Google Analytics lets us help our customers. We’ve seen some spectacular results working with Viget, and we’re thrilled with GA as a tool. For every decision we’ve faced, GA’s been there to answer the call.” — Jay Basnight, Head of Digital Strategy, PUMA
Improvements like this aren’t just limited to big global brands, businesses of all sizes can take advantage of these features with Google Analytics if they’re willing to plan their web analytics strategy around business goals. If you feel like Google Analytics isn’t helping to drive more revenue for your business, you may want to re-assess your analytics strategy. If you don’t know where to begin, you might benefit from a consultation with a Google Analytics Certified Partner.
Let us know in the comments what your biggest challenges are and we’ll run a series of guest posts from our partner network to share advice on the most popular topics.
Posted by Jesse Nichols, Google Analytics Partner Manager