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Are You Ready for Google Analytics 360?

Greg Sobiech   
November 15, 2017  
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Having a powerful analytics solution is crucial for any business wanting to succeed online. But it can be difficult for marketers to determine when is it time to make the leap to an enterprise solution. After, all, it is not a trivial decision to move from a free solution to a premium price tag.

But price is far from the only factor and it is true that you get what you pay for. There are several considerations when deciding between Google Analytics and Google Analytics 360. Let’s walk through reasons you may want to make the move to GA360 from most simple to most complex.

Advertisers who want to Optimize to Customer Journey

Motive: Desire to move beyond last click modeling

As the digital ecosystem grows more complex, the industry is quickly moving away from a solitary focus on last click attribution. While still a valuable measurement for lower funnel strategy, last click attribution fails to hold its value against full funnel media strategy. With Google Analytics 360, advertisers can measure performance based on the attribution model that makes sense for their business: last click, first touch, linear, or custom.

Note: Google’s acquisition of Adometry in 2014 provided a strong foundation for cross channel attribution modeling. First integrated into GA as ‘Attribution’, Google will be launching a rewrite of this powerful tool as Attribution 360.

Attribution 360 is designed to directly compete with cross channel platforms like Visual IQ and Convertro, while still being fully integratable with the Google 360 Suite.

Read more about Attribution 360

Advertisers who want to Activate their Audience

Motive: Desire to leverage 1st party data to drive media efficiency

Google Analytics 360 provides a powerful solution for activating on 1st party audience data. With GA 360, advertisers can bucket site visitors into impactful segments, and export those segments directly to AdWords and DBM. Therein, frequency and retargeting settings can be automated to drive high value consumers back to site, and ultimately through to conversion. Additionally, these segments can be used as a foundation for powerful lookalike modeling in DBM, to implement against Prospecting and Awareness strategy.

Tip: Download our Google Analytics 360 white paper to learn more about 1st party audience activation.

Advertisers who want to Measure Display

Motive: Desire for budgetary expansion into Display

GA 360 integrates directly with DoubleClick Campaign Manager (DCM) and DoubleClick Bid Manager (DBM), generating a full path view of both media clicks and impressions. This media activity, as well as all associated metrics and dimensions (cost, revenue, campaign name, etc.), are seamlessly pushed back into GA 360 for a detailed look at media performance throughout the complete conversion funnel.

Advertisers who want to Develop a Cohesive Marketing Data Mart

Motive: Desire to merge marketing and behavioral data with CRM, offline, or additional external data sets

GA 360 integrates directly with Google’s data warehousing solution, Google Cloud Platform. On Google Cloud Platform, advertisers can manage large, peripheral datasets in BigQuery, and connect these data sets directly to tools in the Google Analytics 360 Suite. This allows advertisers to integrate, measure, overlay, and activate against their full marketing data environment, to provide end-to-end views of Customer Journey, all without the need for IT.

Advertisers who want to Leverage Machine Learning

Motive: Desire to leverage Machine Learning for predictive analytics

As part of the GA 360 Suite, Google Cloud Platform and BigQuery also provide the programmatic and artificial intelligence tools required to train machine learning algorithms against the full breadth of advertisers’ marketing data. GA 360 provides uninterrupted data flow from tool to tool, protecting and standardizing data integrity and creating a single source of truth against which advanced analytics can be confidently pursued.

To recap, GA is a powerful, free tool for small to mid-sized advertisers with limited site traffic and minimal scope for advanced analytics. GA 360 brings to the table a complete technology stack able to competently manage mid to enterprise level marketing strategies that are coupled with high site traffic, robust audience measurement and activation, and advanced analytics initiatives.

Advertisers with High Site Traffic Volume

Motive: Site traffic volume is higher than average

GA 360 offers access to unsampled data up to 100M sessions, compared to GA’s sampling threshold of 500k sessions. GA 360’s unsampled data improves data accuracy and granularity for both highly trafficked websites, and for websites tracking a high volume of variables each session.

Advertisers who need to meet Legal or Regulatory Protocols

Motive: Compliance or IT requires strong SLAs (Service Level Agreements) for all integrated technologies

As an enterprise-level solution, GA 360 provides guaranteed uptime of 99%+, guaranteed data freshness within 4 hours, and the ability to connect with a Google technical support team 24/7.

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