Sometimes even Big Data needs a hand. The latest release of Google analytics has added some great new options for data analysis that every manufacturer and publisher should configure. For those living in the 80s Google analytics is the #1 web analysis tool used by almost every major manufacturer and ecommerce site. The product is part of Google's 'suite' of 'free' products designed to bolster their paid search revenue; every tool makes it easier to spend on paid search...
The main benefit to every organization is Google makes this tool available no matter how small your paid search program is. When properly configured web analytics is truly a window into the behavior of your online visitor. If configured correctly it can even give statistically relevant insights into their offline behavior too.
The newest features to note:
- Custom Brand Term setup: You can now segment out all of your brand names into their own bucket. This will filter organic as well as paid search. This is a key data point most organizations never quite get. Branded terms will always perform well, the key to a successful site is to convert visitors who found you via a generic term versus brand name. Anyone looking for Nike is likely to buy from Nike, but converting someone searching for running shoes requires another level of quality ecommerce that's often not there.
- Custom channel setup: Following #1 you can now organize search terms into branded and nonbranded, as well as organizing any type of traffic (such as partner referrals versus generic referrals from the web)
- Expanded Multi-visitor analysis: You can now go back 90 days to see how many visits a user had before they completed a transaction (or achieved a specific goal) This is a key analysis tool for any B2B manufacturer or publisher. Most organizations tend to only focus on the last visit and not the entire relationship
- Data Import: This is a huge win for those that capture key activities like catalog drops or events in a separate system. You can pull in this data and create a correlation between subsequent web activity
- Remarketing lists: This option has been around for years, but Google stumbled when they rolled out their new 'universal analytics'; it didn't support remarketing lists. That's fixed and now you configure custom ads for visitors that do any type of behavior on your site. For example, if you have a new product come out you can show an ad to every person that's visited your site in the last 6 months but hasn't visited the new product page.
- Better Ecommerce Analysis: The newest version lets you build a true funnel into your sites shopping experience. Prior to that there was a ton of exporting and data guessing going on.
- Improved Attribution Modeling: Yes, Google has actual modeling built into its toolset. They have a great selection of pre-defined scenarios that are great building your own
Bottom line - these new sets of features are a great, economical way to get a competitive edge through data. One note - The vast majority of these require you switch to the new "Universal Analytics" code. However, we do have clients using most of these features while staying on their current configuration.
How good is your organization at analytics? Maybe we can help. Yeoman lives data and has a dozen Google analytics certified professionals as part of our team. Contact us today to learn what you're missing.