When it comes to cost-effective data solutions, Google Analytics is as good as they come. Companies across the globe use it – not because they can’t afford a paid/proprietary tool, but the free-99-plus-tax price-point is a real bonus. It’s also an excellent tool.
However, most companies aren’t ready for a robust data collections/action solution; a staggering number of large enterprises don’t feel the need to collect and aggregate data to help with sales. Google recently came out with Google Analytics Premium – and as a Google Certified Expert*, I want to let you know why this is a big deal.
Make quick decisions
Premium is Google’s way of encouraging companies and orgs to deliver more robust customer journeys. It takes everything that we already know and love about Google Analytics, removes data limitations, provides deeper insights and offers data processing that’s so much faster than what we’ve become accustomed to.
Some Premium features that are proving extremely useful thus far:
● Four-hour refresh delay in real-time data
● Twenty-four-seven dedicated account support
● Mega-friendly user onboarding
● No data limitations
● 100% of user-owned and controlled data
All starting for about a cool $150,000/year.
Real-time info, real results
Google Analytics Premium generates enterprise-class insights into your digital audiences and digital marketing ROI. It lets you measure engagement to create more effective digital marketing initiatives, improve user experience, and efficiently optimize new and ongoing digital strategies. Premium also integrates seamlessly with all the usual AdSense products (Google AdWords, etc.) and CRM, with offline sources to give companies a complete view of real-time customer behaviour. There’s a slew of sophisticated conversion attribution and experimentation tools to fine tune the allocation of media and spend – and on the integrations roster, Premium will interface across Google media properties and DoubleClick Digital Marketing for real-time, automated marketing. Last but not least, Google Analytics Premium also comes with a training package.
Unlocking and understanding the wealth of data that Premium provides can create opportunities for eComm stores based on the behaviour and browsing habits of their current customers – and even potential ones.
Just like social media and SEO, businesses that want to be ahead of the curve are beginning to invest heavily in actionable, data-centric marketing solutions. What’s more, many enterprise-level companies have treasure troves of data they don’t even know they have – let alone know what to do with – and there’s no better way to target and communicate with new customers than communicating with them based on their trending interests.
Unlocking and understanding the wealth of data that Premium provides can create opportunities for eComm stores based on the behaviour and browsing habits of their current customers – and even potential ones. It must be said, though, that if your site generates less than $1M USD/year to your business, it’s probably not in your best interests to pay for a web analytics tool.
About the author: John Morton is the Co-Founder and Digital Strategy Lead at Data Made Human – a digital marketing agency specializing in eCommerce strategy and lead generation.