Marketing System Overview
Primary Intended Purpose of Google Analytics
Google Analytics is intended to track and record how well a website is doing. This
is important when a company is wanting to see how effective their marketing is
and what can be done to increase the traffic on the site and ultimately increase
their revenues. Influencing decisions and actions, analytics uses extensive data
to compare statistical and quantitative analyses with explanatory and predictive
models (Gallaugher, 2016). All of this information can be used to inform marketing
teams what is working and how well when establishing targets that will increase
the customer base. Being interchangeable with business intelligence, analytics
will be helpful in just that, managing business marketing and bringing together
two departments (IT and Marketing) that normally don’t work together. Additionally,
if analytics are leveraged early then this can create an advantage over competitors
that can in turn lower costs, and boost performances (Gallaugher, 2016).
is important when a company is wanting to see how effective their marketing is
and what can be done to increase the traffic on the site and ultimately increase
their revenues. Influencing decisions and actions, analytics uses extensive data
to compare statistical and quantitative analyses with explanatory and predictive
models (Gallaugher, 2016). All of this information can be used to inform marketing
teams what is working and how well when establishing targets that will increase
the customer base. Being interchangeable with business intelligence, analytics
will be helpful in just that, managing business marketing and bringing together
two departments (IT and Marketing) that normally don’t work together. Additionally,
if analytics are leveraged early then this can create an advantage over competitors
that can in turn lower costs, and boost performances (Gallaugher, 2016).
Features and Functionality
Google Analytics offers real-time website traffic reports with metrics like user
location, traffic sources and referrals, interactions, and user demographics.
Using the customization tools on the site, a user on Google Analytics can
create dashboards to extract information relevant to their businesses. The
system is also capable of profiling users to help with targeting specific behavioral
patterns (Google, 2018). Overall, putting an analytic engine at the heart of the
marketing operation can help businesses to make better decisions in marketing
investment and strategy and ultimately achieve a high MROI (Bhandari, Singer,
and Van der Scheer, 2014). Below is an example of the Google Analytics
dashboard on a working site (click to enlarge).
location, traffic sources and referrals, interactions, and user demographics.
Using the customization tools on the site, a user on Google Analytics can
create dashboards to extract information relevant to their businesses. The
system is also capable of profiling users to help with targeting specific behavioral
patterns (Google, 2018). Overall, putting an analytic engine at the heart of the
marketing operation can help businesses to make better decisions in marketing
investment and strategy and ultimately achieve a high MROI (Bhandari, Singer,
and Van der Scheer, 2014). Below is an example of the Google Analytics
dashboard on a working site (click to enlarge).
Google Analytics and NZG
In the context of the firm, Google Analytics allows brands to keep a finger on
the pulse of their digital engagement with customers. To show how leveraging
analytics can translate into better connection with a brand’s customers, in an
MIT Sloan Management Review global study titled “Using Analytics to Improve
Customer Engagement,” researchers discovered, unsurprisingly, that when
compared to the least analytically mature organizations, analytically mature
companies are twice as likely to report strong customer engagement (Kiron,
2018). This engagement is powered by information such as knowing where
your customer likes to shop for your products, or how they consume your
services, or knowing when and how often they purchase certain items you
offer, even where they live, and what devices they primarily use - these trails
of data gathered by Google Analytics provide firms with actionable insights
upon which to drive their digital marketing strategies in a personalized and
targeted fashion. When it comes to driving customer engagement, personalizing
each customer experience creates more meaningful engagements (Lawson, M.
& Srinivasan, S., 2017). Google Analytics provides firms with a holistic picture
of the customer journey leading marketers to support increased organizational
alignment and revenue growth for their firms (Lawson, M. & Srinivasan, S., 2017).
Lastly, the metrics Google Analytics tracks such as click rates, traffic, and store
visits provide firms with quantifiable means of allocating their marketing budgets.
the pulse of their digital engagement with customers. To show how leveraging
analytics can translate into better connection with a brand’s customers, in an
MIT Sloan Management Review global study titled “Using Analytics to Improve
Customer Engagement,” researchers discovered, unsurprisingly, that when
compared to the least analytically mature organizations, analytically mature
companies are twice as likely to report strong customer engagement (Kiron,
2018). This engagement is powered by information such as knowing where
your customer likes to shop for your products, or how they consume your
services, or knowing when and how often they purchase certain items you
offer, even where they live, and what devices they primarily use - these trails
of data gathered by Google Analytics provide firms with actionable insights
upon which to drive their digital marketing strategies in a personalized and
targeted fashion. When it comes to driving customer engagement, personalizing
each customer experience creates more meaningful engagements (Lawson, M.
& Srinivasan, S., 2017). Google Analytics provides firms with a holistic picture
of the customer journey leading marketers to support increased organizational
alignment and revenue growth for their firms (Lawson, M. & Srinivasan, S., 2017).
Lastly, the metrics Google Analytics tracks such as click rates, traffic, and store
visits provide firms with quantifiable means of allocating their marketing budgets.
References
John Gallaugher. (2016). Information Systems: A Manager’s Guide to
Harnessing Technology. Boston, MA: FlatWorld
Harnessing Technology. Boston, MA: FlatWorld
Bhandari, R., Singer, M., and Van Der Scheer, H. (2014). Using market
analytics to drive superior growth. [online] McKinsey. Available at:
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights
/using-marketing-analytics-to-drive-superior-growth [Accessed 10 Jun. 2018].
analytics to drive superior growth. [online] McKinsey. Available at:
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights
/using-marketing-analytics-to-drive-superior-growth [Accessed 10 Jun. 2018].
McKinsey Global Institute. (2017). Artificial intelligence and Southeast Asia’s f
uture. Retrieved from: https://www.mckinsey.com/~/media/mckinsey/featured
%20insights/artificial%20intelligence/artificial-intelligence-and-southeast-asias
-future.ashx
uture. Retrieved from: https://www.mckinsey.com/~/media/mckinsey/featured
%20insights/artificial%20intelligence/artificial-intelligence-and-southeast-asias
-future.ashx
Kiron, D. (2018). Using Analytics to Improve Customer Engagement. Retrieved
from: https://sloanreview.mit.edu/video/turning-data-into-customer-engagement/
from: https://sloanreview.mit.edu/video/turning-data-into-customer-engagement/
Google Corporation (2018). Google Analytics Solutions [Software]. Available from https://www.google.com/analytics/
Lawson, M. & Srinivasan, S. (2017) Why a Data and Analytics Strategy Today
Gives Marketers an Advantage Tomorrow. Retriever from: https://sloanreview.
mit.edu/sponsors-content/why-a-data-and-analytics-strategy-today-gives-
marketers-an-advantage-tomorrow/
Gives Marketers an Advantage Tomorrow. Retriever from: https://sloanreview.
mit.edu/sponsors-content/why-a-data-and-analytics-strategy-today-gives-
marketers-an-advantage-tomorrow/
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