Salesforce Integration with Google Analytics 360
Andy Semenihin
March 28, 2018
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It finally happened! Connecting the online and offline has never been so real. Google Analytics 360 and Salesforce will now work together to connect the sales, advertising and marketing data. Salesforce Sales Cloud and Salesforce Marketing Cloud will be now integrated with Google Analytics 360 to deliver the fullest customer journey. The first tier of Sales Cloud integration is now live while more functionality will gradually arrive in the first half of 2018.
I already bought that, leave me alone (Or how to avoid wasting money retargeting post-buy)
Susan Esparza
February 27, 2018
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I was on FB the other day when a friend of mine made that post.

(In case your images didn't load, it says "Ads should have a button on them that says 'I already bought this'")

Which is absolutely genius and a feature I want immediately as a customer. It’s pretty easy to ignore an ad for something I’m not interested in. It’s harder to ignore ads for something I am, but not right now.  I don’t want to block the ad, but I also don’t need it in my face at the moment. As a marketer, this sentiment just makes me shake my head. I get ads all the time for products I’ve already bought and they’re almost always the result of retargeting gone bad.
Increase your website conversion rates by 10% in 2018 – in just 3 hours
Greg Sobiech
February 7, 2018
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Every marketer has heard “the right message to the right customer” for years, maybe even decades. By now, we are all sick of this phrase.

We all want to do “1-to-1” marketing, but many of us (including myself) are ashamed to admit that we don’t actually do that. Often, 1-to-1 marketing is a matter of “do as I say and not as I do” because we (or our clients) don’t know how to go about that concept or even where to start.

The good news is that, using Google Analytics free or Google Analytics 360, you can absolutely uncover awesome Audience Insights, which will provide a wonderful starting point for a new approach to marketing. It won’t be the holy grail of “1-to-1”, but will certainly perform better than the “spray and pray” approach to Audiences + Creative that most Brands still do today.
An Open Letter to Google: It’s Time to Make a Change
Susan Esparza
February 6, 2018
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The average customer journey before conversion is 6 touches. Or maybe it’s 13. Or perhaps 8.

Ask a dozen marketers how many times a customer interacts with their brand before purchase and you’re sure to get two dozen answers.

The one thing that every marketer from the newest intern to the most experienced CMO agrees on is that the answer is definitely not “one touch”.

Another thing that marketers agree on: every time a customer sees an ad, reads a tweet, likes a post, or watches a video, that contributes to their decision making.

This is not new information. Customer journeys have been growing longer and more complex for years.

Today’s customer is a cross-device, multi-channel, multi-moment, sophisticated researcher who interacts with your brand many ways from search to social, to display to email before they purchase.

So why is the default attribution model in Google Analytics still “last non-direct click”?
Model This: Custom Attribution Modeling in Google Analytics
Ashton Howe
November 2, 2017
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Custom attribution in Google Analytics provides a rules-based model to assign conversion credit to touchpoints in a way that makes the most sense for your business.
Model This: Baseline Attribution Modeling in Google Analytics
Ashton Howe
November 1, 2017
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Baseline attribution in Google Analytics provides a basic tool set to understand how your marketing channels are impacting your bottom line.
5 Reasons Google Tag Manager is the Best Tag Management Solution
Anton Lipkanu
August 25, 2017
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With Google Analytics as the gold standard for web analytics measurement, it makes sense for Google to provide a cohesive platform that plugs and plays seamlessly with this celebrated tool. While both Google Tag Manager and competitor Tealium provide a single tracker and intuitive interfaces, GTM takes flexibility and control a step deeper in five key areas.
Which Version to Choose? Google Analytics 360 vs. Google Analytics
Greg Sobiech
August 10, 2017
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A guide for evaluating which version of Google Analytics is right for your business: Google Analytics (Free) or Google Analytics 360.
Improve Your ROAS In One Day With Google Analytics Premium
DELVE
July 8, 2016
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Having an analytics tool is table stakes. Now that you are here at the table, let’s discuss how to parlay your smart decision into improving your RoAS in just one day.