03 Nov 2020
Machine learning is setting the way as Google introduces four new features to Analytics.
Arts organisations rely on Google Analytics to help understand their customers’ behaviours and to create better experiences for their website visitors. At Ticketsolve, we are big advocates of Google Analytics and have experienced the benefits of using (free) innovative tools by Google. Our support team works closely with the Ticketsolve Community to make sure teams understand how to get the most from Google Analytics. We also help customers track campaigns and understand dark social with Google URL Builder, and how they can unlock the capabilities of Facebook remarketing with Google Tag Manager,
Since the Covid-19 health crisis hit the UK and Ireland, we’ve seen a tighter squeeze on marketing budgets and the urgent drive to make every penny/cent count. Insights have become more crucial than ever meaning critical thinking is an essential factor of decision making. Our mantra has always been to take a ‘fail fast’ approach through data-driven decision making. Now, more than ever, we need to feel confident with what our data is telling us and rely on our data for making important decisions about our audience members, our organisations, and our campaigns.
Google has announced this week that they are releasing an updated insights solution that goes further than ever before to help organisations get a better ROI from their marketing efforts. These new product updates are built from machine learning and will automatically surface helpful customer insights and important behaviours across devices and platforms.
The new analytics module includes advanced machine learning models and will automatically alert you to significant trends in your data. It offers alerts to future actions your customers might take. Google even claims it will calculate churn probability so you can more efficiently invest in retaining customers at a time when budgets are under pressure. Their team of experts are adding predictive tools that will help predict potential revenues from a segment of new and existing customers.
Churn probability in the Analysis module. Credit Google: Introducing the New Google Analytics
The new integrations across Google marketing products allow for deeper insights and connectivity. The new Analytics can measure app and web interactions. It can include reports on any conversions from engaged views on YouTube that occur in-app and on the web. Understanding conversions from YouTube videos, and identifying conversions from Google and non-Google paid channels and organic channels like Google Search, social, and email, will help you to understand the combined impact of marketing efforts. Google Analytics will be better equip you at understanding your customers across their lifecycle from acquisition, to conversion, to retention. You can now see which channels are driving new customers in the acquisition report, and then use the engagement and retention reports to understand the actions these customers take and how long they remain a customer after converting.
The new Analytics is designed to adapt to a future with or without cookies or identifiers. Privacy-centric, it uses a flexible approach to measurement, and in the future, it will include modelling to fill in the gaps where any data may be incomplete.
The new Google Analytics is now the default experience for new properties and is where Google will invest any future improvements and refinements. They suggest that you don’t replace your existing Analytics set up and are encouraging you to create a new Google Analytics 4 property (previously called an App + Web property) alongside your existing properties. In doing this, you will start gathering data and benefit from the latest innovations as they become available while keeping your current implementation intact.
Keep an eye out for the updates and don't be shy to give them a test run!