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Leverage Upon Offline And Online Data To Drive Remarketing Via Google Analytics


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Google Analytics is continuously evolving into a very useful tool for web analysts . Google Analytics has added a new feature called ‘ Measurement Protocol ‘  that allows uploading of customer interaction data from other sources into Google Analytics servers . This data is then joined to Google Analytics data and we get a richer insight into customer behavior by the combination of online Google Analytics data and offline data from any other customer system .  It is common knowledge that the more information you have about customers , the better it is for your decision making .

Here we explain this by taking an example of how we can enhance our digital marketing efforts by combining Google Analytics data with an email marketing campaign to drive another marketing campaign called as ‘ remarketing ‘ .

How Google Analytics collects online customer data ?

When a user visits a website or a mobile app , Google Analytics assigns the user a unique id . This is called client id or ‘ cid  ‘.  We can extract this client id from Google Analytics and send it to the other internal system . The Google Analytics client id is then joined to the internal system id . Developers can create code for this ‘ join ‘ .

How we can combine offline data with Google Analytics data ?

After this ‘ join ‘ of two data sets , we can upload the data from the other internal system into Google Analytics and get a unified view of the combined data . Specifically , ‘ event ‘ category of data is uploaded . ‘ Email sent ‘ is taken as the ‘ event ‘ and the name of the campaign under which the email was sent is taken as the type of the email .  This ‘ event’ is added to the already existing events in Google Analytics ; thus we get an additional field for analysis . This ‘ upload ‘ is achieved by the ‘ Measurement Protocol ‘ feature as mentioned above . Please note that the Measurement Protocol permits only to collect event or hit data and does not permit uploading of aggregated data like table .

We can further add events or hits in Google Analytics Reports from the further events that happen in email system . eg When an Email is received , a hit is sent to Google Analytics and another one when that email is opened . Thus the events – ‘ email received ‘ and ‘ email opened ‘ can be added in Google Analytics . All of these events have the common client id ‘ cid ‘ and hence the data from two systems – Google Analytics and the  email marketing system is collected at one place ie. in Google Analytics . Thus Google Analytics merges data from two systems .

This unified data with these added events from the email marketing system can then be segmented in Google Analytics based upon the ‘ Hits ( Events ) ‘ and we can create a new target audience for a different marketing campaign  . eg. We can start a remarketing campaign for all users in the age group ’18 – 24 ‘ who have opened emails sent under email marketing campaign .

What is ‘ Remarketing ‘ ?

Remarketing is an advanced feature in Google Analytics in which you can display ads to a select group of audience who are likely to convert to your product . It is a refined online advertising tool which works as follows :

You can get a specific segment of customers from Google Analytics that performed a particular event . eg They visited your site but did not convert  or added products to cart but did not place orders etc . You can define such criteria to create a remarketing audience and then display specific ads to such customers through other tools like AdWords or Double Click Bid Manager .

Thus you can target such partially converted audience with an ad campaign to fully convert them . This ad campaign aims at motivating partially converted audience to convert fully .

While customer data for a remarketing campaign can come from Google Analytics based upon on- line behavior of users ( on your website )  , in the case of this example , this data has come from an off line source of another email marketing campaign that we are carrying out .

Thus we have combined useful data from another system to Google Analytics data to create a new ‘ remarketing ‘ campaign .

This is the powerful feature of this ‘ Measurement Protocol ‘ which allows to combine data from different sources . The possibilities of combining data are enormous . We can combine data from virtually any system like ERP or CRM or Dealer systems with Google Analytics data and take meaningful results from this . This expands our customer information base and also  integrates data from different systems quite easily .

This feature is quite useful for marketers . Another example of the utility of this feature is the combination of ERP data with Web Data. You can get sales data from  your ERP system . If you intend to start an email marketing campaign for customers who had purchased from you long back , you can send the emails to such segment of customers  when they are on – line by combining ERP Sales data with Google Analytics

This is  the power of ‘ Measurement Protocol ‘ of Google Analytics .

Image Courtesy: Google Analytics

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