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Novartis Implements Google Analytics Premium on a Global Scale to Improve Customer Experience
Novartis, a global leader in healthcare, operates thousands of websites worldwide, with about 130 focusing on corporate communications. Managing this number of sites requires ensuring that data from each website gets to the right person and that teams can confidently compare the same metrics to continuously improve the company’s sites for customers. Novartis wanted to consistently and efficiently implement Google Analytics Premium across its key communications websites, ensuring that implementation was done correctly on each individual page. A project of this scale requires many Google Tag Manager containers and Google Analytics Premium properties, so Novartis knew it would need to be able to quickly replicate any changes and updates made in one site to other sites. This includes copying Tag Manager tags, macros, and rules as well as duplicating settings and configurations in multiple Google Analytics Premium properties and views.
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Obama for America uses Google Analytics to democratize rapid, data-driven decision making
Obama for America (OFA), the official re-election campaign for President Barack Obama in 2012, needed to engage supporters, reach and influence persuadable voters, and activate supporters to vote. The campaign was time-sensitive and required quick and easy access to actionable data. The ability to do rapid, real-time optimization was especially important during the Presidential and Vice Presidential debates. The campaign needed to speak to their supporters and persuadable voters who were researching online during the debates. They needed to anticipate issue-related search terms that they would need to target, but they couldn’t be prepared for every possibility.
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On the Beach uses attribution to gain increased sales and 25% growth in ROI
On the Beach, a leading UK travel agency, was looking to drive increased sales and grow their business online. They offer value for money flights and hotels to the world’s most popular beach holiday destinations, providing consumers with a huge selection of travel products, including 50 million airplane seats and more than 30,000 hotels. In a highly competitive market, On the Beach wanted to ensure that its search campaign was optimised for return on investment. The company does not run any TV advertising, so generic (non-brand) search is crucial for introducing the brand to the buying public. However, the value of generic search can be difficult to measure when using a ‘last click wins’ attribution model.
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Optimizely Sees Results With Funnel-Stage Remarketing
Optimizely, a leading online A/B testing and experience optimization platform, was seeking a data-driven solution to provide rich user insights and to re-engage users. The company wanted to show customized messages based on a customer’s stage in the relationship with the brand, with the aim of advancing them to the next step in the customer journey. The challenge was to find a granular yet simple way to remarket to visitors at specific points in the sales funnel using a data-driven analytics platform that’s native to Google AdWords.
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Jackpot: APMEX doubles new user revenue with Google Optimize 360
APMEX, one of the nation’s largest precious metals retailers, was facing a challenge. Despite being a large company, its marketing resources were limited. However, the company was committed to providing its online customers with a concierge-level customer experience, similar to the personal experience customers get over the phone. To stay on top of its customers’ needs and emerging trends in ecommerce, the APMEX team had been using Google Analytics 360 for more than five years. They were looking for a solution that could help them deliver more personalized customer experiences.
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The Google Analytics 360 Suite increases Domino’s monthly revenue by 6%
Domino's, a leading pizza delivery chain in the U.K., Republic of Ireland, Germany, and Switzerland, was facing challenges in integrating marketing measurement across devices and creating a holistic view of customer behavior. The company's success stemmed from early investments in strong e-commerce and m-commerce platforms that facilitated easy pizza purchases. However, the siloed analytics data from channel-focused tools restricted the team's ability to gain insights across all devices and channels. The team realized that valuable data insights were waiting just out of reach. To drive success, they knew they must break down silos, connect data sets, and gain efficient reporting for a more holistic and actionable view of customer behavior.
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MercadoLibre delivers audience precision in Programmatic Guaranteed Deals
MercadoLibre, one of the largest e-commerce sites in Latin America with over 130 million registered users, sought to grow its revenue by leveraging its proprietary audience data. The company's high traffic volume offered unique opportunities for advertisers to reach large audiences with high purchase intent across a wide range of product categories. However, to maximize these opportunities, MercadoLibre needed to segment its audience data more effectively and package it into Programmatic Guaranteed deals. This would allow advertisers to target users more likely to buy their products and tailor their creative executions for each segment, thereby increasing the effectiveness of their campaigns.
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Panasonic improves return on advertising spend by 30% with Google Analytics 360
Panasonic, a global product manufacturer, was facing challenges in managing and analyzing its marketing data across various divisions and advertising platforms. The company was struggling to fully understand which keywords and display ads were driving real audience engagement with their website. The lack of a unified view of their marketing data was hindering their ability to treat it as a common corporate asset. Additionally, Panasonic was finding it difficult to reach the right customers and improve their digital marketing performance.
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Luxury retailer Reebonz reaches fashion savvy shoppers with Google Analytics 360 and DoubleClick Search
Reebonz, a luxury marketplace for high-end fashion products, was facing a challenge in understanding the impact of their ads along an increasingly fragmented customer journey. With the rise in worldwide mobile usage, the company wanted to understand how their ad spend was reaching and influencing users who convert across devices. The company was keen to discover the influence of mobile on their own path to purchase. They were working with multiple partners to leverage best-in-class capabilities across insights and execution, but needed a more integrated and comprehensive view of their customer journey across devices.
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How Sephora used Google Analytics 360 to Measure the Offline Impact of its Online Ads in Singapore
Sephora, a beauty giant with 2,300 stores in more than 30 countries, including 17 stores in Singapore and Greater Southeast Asia, was facing a challenge in measuring the offline impact of its online ads. The brand's digital team was confident that its efforts were driving store visits, but it had no way to prove this. The complex decision-making journeys consumers make as they move between online and offline channels presented a unique set of challenges and opportunities for the brand. Sephora wanted to better understand the purchase journeys of its loyal customers and measure the full impact of its digital marketing investments.
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Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner
Skyscanner, a leading global travel search company, wanted to understand anonymous customer behaviour on a more granular level. They were keen to dig deeper into the data to get more insight and further optimise their products. Skyscanner wanted to drill down into specific markets, device types and marketing channels. Plus, certain teams within the company wanted to understand the performance of individual site functionalities. They needed to see how well interactions with given functionalities affected conversion rates. Finally, the company wanted to create detailed cohorts to understand how users interact with Skyscanner over time.
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Google Analytics 360 boosts campaign and content marketing performance for TalkTalk
TalkTalk, a leading provider of broadband, TV, and phone services in the UK, wanted to gain a better understanding of its customers and reach them with more relevant campaign messages across channels to win more sales. The company aimed to integrate its own CRM system data with Google Analytics 360 to gain deeper insights into customer behavior. The goal was to increase return on investment and generate incremental sales. The challenge was to integrate customer product information from the CRM system into Google Analytics 360 using custom dimensions and utilize DoubleClick Bid Manager integration with Analytics 360. The company also aimed to execute audience sharing with AdWords and run an Analytics 360-enabled remarketing campaign.
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Attracting Diverse, Top Talent with Google Analytics and Remarketing Lists for Search Ads
Teach For America is an organization that recruits distinguished individuals to become teachers in low-income communities to confront educational inequality. These individuals are some of the most desirable job applicants in the world, pursued by big brands offering big salaries. Keeping these applicants engaged throughout a rigorous selection process is essential. The challenge was to stay top-of-mind with these illustrious applicants. Some qualities valued by Teach for America are difficult to quantify, like leadership or passion for equality while others are fairly easy. For example, an applicant’s GPA helps the organization understand the individual’s academic achievement. Teachers with backgrounds in science, technology, engineering, and math (STEM) are in high demand by schools around the country, so Teach For America is focused on attracting more people with these backgrounds into the corps.
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TransUnion reduces costs and improves conversions with Google Analytics 360
TransUnion, a global credit information company, was seeking to increase marketing efficiencies across its AdWords and DoubleClick campaigns. The company aimed to increase the number of conversions and test a variety of audience lists without increasing tagging complexity. TransUnion wanted to find more customers while reducing waste in search and display campaigns. Specifically, the company wanted to make marketing efforts as efficient as possible while driving higher conversion rates on AdWords and DoubleClick ads. As a Google Analytics 360 customer for over three years, it was natural for TransUnion and its agency, Digitas, to examine audience behavioral data from Analytics 360 to execute more effective remarketing.
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U.S. Cellular reveals the true impact of digital media on sales with Google Analytics 360
U.S. Cellular, the fifth largest telecommunications provider in the US, was facing a challenge with their multi-channel marketing efforts. They were noticing that sales originating from online media were being mis-credited to offline channels such as in-store and telesales. This was causing artificially inflated offline sales numbers, which was clouding the team’s ability to accurately forecast sales by channel, perform customer value analyses, or optimize their media mix. The company needed a solution to correctly credit online sales to digital media, accurately forecast sales by channel, and optimize the media mix.
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Google Analytics 360 and DoubleClick Bid Manager boost conversions by 423%
eFinancialCareers, the world’s leading financial services careers website, was handling more than 4 million job applications from 19 global markets on its site each year. The company wanted to make better use of Google Analytics 360, part of the Google Analytics 360 Suite, as a strategic aid, not just an analytical tool. The company's main goal was to boost the number of job applications coming through the website from programmatic ads. To achieve this, they needed to gather and analyze behavioral, demographic, and geographic insights about site visitors to make sure it was attracting and retaining high-caliber candidates.
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Google Attribution 360 lets Erwin Penland see holistic marketing impact
Erwin Penland, an innovative agency, was tasked by its client, Advance America, to grow business without raising the budget. The goal was to attract as many prospects as possible while driving down effective cost per conversion (eCPC) to make existing marketing budgets work harder. The agency had been using last-touch ad server data to guide display and search investments. However, looking only at last touch attribution leaves much of the customer journey unmeasured. This limited view doesn’t credit all channels and touchpoints, or reveal cross-channel impacts. Erwin Penland needed a more holistic view to help Advance America succeed.
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Google Attribution 360 helps automotive brand drive marketing innovation
A leading automotive brand wanted to modernize its marketing measurement tool set and implement measurement best practices to pave the way to a new era of marketing insight and performance. The brand engaged Carat USA to help finalize their data ecosystem. The first step was to select an attribution provider. After evaluating analyst reports, Carat recommended Google Attribution 360, part of the Google Analytics 360 Suite, as the best option. The goal was to improve overall return on investment and improve overall planning and strategy.
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A traditional bank goes digital with Google Data Studio
Česká spořitelna, the largest bank in the Czech Republic, was struggling with its data management processes. The bank had a sophisticated data gathering system, but it was more focused on collecting data than using it. Employees were manually importing data into spreadsheets, and the media agency had its own reporting workflows, leading to frequent communications and wasted time. Recognizing that data is the company’s most important asset, Česká spořitelna decided to make it a key part of every business process — from strategy to daily tasks. However, the bank needed a better solution for managing data.
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Google Data Studio makes reporting a breeze for Genesys
Genesys, a leader in customer engagement solutions, was facing challenges in data efficiency and communication across the company. The marketing and product teams at Genesys were passionate about using data to optimize their user experience and marketing channels. However, the problem wasn’t getting the data, it was showing the data. The different offices and executives around the world had trouble logging in to view the data — and once they did, the reports were intimidating and confusing. To improve this situation, Genesys turned to Analytics Pros, a digital analytics agency.
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Mango Dresses Up Its Mobile Results with Google Optimize 360
Mango, a global fashion retailer, was facing a challenge with its mobile platform. Despite a 50% year-over-year increase in mobile traffic, accounting for 62% of all website traffic, the number of mobile transactions was still lagging behind desktop transactions. The company wanted to improve the mobile shopping experience and increase the number of transactions on mobile devices. They needed to understand where users were in their path to purchase, including: opening a menu, searching for (and clicking on) a particular product, and choosing a shipping method. They also wanted to track exactly how many users reached each of these steps and see where users were exiting the purchase process.
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Google Attribution 360 uncovers new opportunities to drive success and sales
Lenovo, a global leader in personal technology, was facing challenges in marketing measurement. The company was using a rules-based measurement model that allowed multiple channel owners to claim credit for the same sales. Each channel reported results separately, resulting in inflated last-click attributed results of 371% of actual sales. This made it impossible to tell which marketing investments actually drove sales. Lenovo also had a blind spot regarding who was purchasing what. The company wanted to effectively reach existing customers to drive repeat purchases.
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HelloFresh delivers 10% more conversions and reduces cost per acquisition with Google Attribution
HelloFresh, a meal kit delivery company, was looking to grow its customer base in the American and European markets. To achieve this, they needed to gain a better understanding of the entire customer journey and optimize their bids, budgets, and keywords. They wanted to evaluate all digital marketing interactions based on their actual impact on conversions and increase channel effectiveness and efficiency. The challenge was to understand the whole path, not just evaluate the final click. They needed a solution that could measure the customer journey across devices and channels, from banner advertising on price search engines to online video platforms.
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Google Tag Manager 360 offers GoPro more control and marketing flexibility
GoPro, the world's leader in wearable and gear-mountable cameras and digital devices, was facing a challenge with the management of its digital marketing activities. The growing popularity of GoPro products led to an increase in the complexity of their digital marketing activities. This resulted in dozens of tags measuring countless engagement activities across its web properties. Over time, managing versions, deployments, and changes of these tags had become a burden. As the company grew, it was critical to find a way to manage tags that would scale as the marketing strategy evolved.
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Google Attribution 360 insights boost new and repeat business for ideeli
Founded in 2006, ideeli is one of the fastest growing retailers in the US. With more than 6 million members and more than 1,000 brand partners, ideeli has pioneered a new way to shop the hottest brands at exceptional prices online. As the business scaled, so did the brand’s marketing needs. In 2011, ideeli noticed that marketing measurement data was failing to provide meaningful insights. Inconsistencies from looking only at last-click attribution were clouding the ideeli team’s view. Their audience engaged with so many touchpoints before purchasing, it was impossible to tell which ones really mattered. The team couldn’t even tell whether sales conversions were from repeat customers or new customers. Without understanding which touchpoints were the most useful to each kind of customer, optimizing marketing efforts became a guessing game. The brand was both over- and under-spending across channels as a result.
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The Motley Fool increases order page conversion rate by 26% with Optimize 360
The Motley Fool, a company dedicated to helping the world invest better, was facing a challenge with their newsletter order page. Despite email campaigns driving visitors to the page, a high percentage of those sessions were not leading to an order. The company's marketing team's main goal was to attract new visitors to its content and convert them to paid newsletter subscribers. They used Analytics 360 to measure their performance against this goal and to better understand customer behavior on their website. However, they identified a weak link in the sales chain and decided to try a new approach to improve the conversion rate.
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‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360
The Next Web, a technology-media company, hosts two annual conferences in New York City and Amsterdam, attracting over 20,000 attendees. The company uses promotional messages within articles on its website to drive potential attendees to the conference website and sell tickets. However, finding the right combination of messages to increase traffic to its conference website was a challenge. The process of testing new messages required significant effort from several teams, including marketing, analysts, developers, and quality assurance. The process was time-consuming and inefficient.
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With Google Optimize 360 Transavia cuts mobile homepage bounce rate by 77%
Transavia Airlines, a Dutch low-cost airline, was facing a challenge with its digital experience, particularly on mobile devices. With an increasing number of consumers researching and booking travel on mobile devices, the brand wanted to help customers find the relevant product as quickly and easily as possible. The company shifted its focus from introducing new products to optimizing existing ones, with the goal of improving the digital experience to drive revenue and internet check-in rates. Transavia had a process for continuous optimization in place, but it needed a more efficient and effective solution.
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Google Analytics 360 boosts website engagement by 30% - Wyndham Vacation Rentals wins with improved user experience
Wyndham Vacation Rentals, a company that helps families find the ideal professionally managed vacation rental for their travel needs, faced several challenges. With more than 9,000 North American properties, the company struggled to ensure that all available and relevant properties appeared in customers’ search results. This was crucial to avoid being left with remnant inventory. Additionally, with so many options to choose from, some customers were having difficulty finding the property that best met their needs. Wyndham recognized that the site’s user experience needed improvement. The company also wanted to better understand how seasonality affected vacation search lead time. This insight would help the marketing team better align marketing programs and spend with peaks in consumer demand.
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An airline soars with Google Data Studio
airBaltic, a regional airline based in Latvia, was facing a challenge with its data and analytics strategy. The company's data was siloed in separate proprietary systems like booking platforms and revenue management tools. This made it difficult for the company to make data-driven decisions. Additionally, the company was spending a substantial amount of time and investment generating reports from different data systems. Sharing information across teams and third-party agencies was also a challenge. The executives at airBaltic recognized the need for change and sought to streamline all of its different data sources across Google (AdWords Performance, Bigquery pulls) and internal systems.
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