It’s just over a week now since we attended the Google Partner Summit in San Francisco and although most of what was discussed was confidential and under NDA, we’ve made a list of some general observations around recent developments that should help demonstrate to you, the direction in which the Google Marketing Platform is heading:
The Summit this year started with a Women’s Leadership Reception which took place in Google’s Spear street offices where the view was as good as the food!
The reception hosted a leadership panel, consisting of female Google employees who shared their management experiences- sharing both challenging and supportive stories while providing some tips on how female leaders can navigate and propel both themselves and employees in both career aspirations and in creating a more ideal work-life balance.
As part of the reception, Neha Palmer shared some beneficial tips to negotiation including her 4-step model which she recommends following when negotiating:
- Prepare – analyse alternatives by working out your BATNA – Best Alternative To A Negotiated Agreement
- Ask Questions- Signal and validate your assumptions with the other party
- Present – Propose multiple solutions offers (3 options)
- Apply- Apply the roadmap to an upcoming negotiation
The full summit then started the following day and we were treated to a full packed 2 day schedule:
Some of the Day 1 session topics we attended included:
- The life of a hit
- Getting the most out of advanced analysis
- Store visits in Google Analytics
- Increase ROAS with Google Optimise
- Measuring Across Platforms with Google Analytics
Highlights of Day 1 included:
- The sample life of a GA hit follows the following path:
USER – WEB PAGE – LOGS – RAW UNPROCESSED STORE – PROCESSOR – PROCESSED STORE – AGGREGATOR – AGGREGATES – QUERY ENGINE – REPORT
Knowing this, it’s amazing to think that data can hit GA within 10 minutes!
- Advanced analysis – 360 clients can view these reports already above the discover button.
These reports have a similar drag and drop interface style to Data Studio but a highlight of these reports include:
- Tracking store visits is possible with Google Signals- no beacon technology or loyalty card data needed! Although this can be more challenging for customers whose stores are based in shopping centres or malls, it still goes some way to allow you to better measure and attribute the overall impact that online marketing tactics have on online store visits.
To avail of this you’ll need:
- Your store locations added to your GMB account
- This will need to be linked to your Google Ads account
- You’ll need to enable Google Signals:
Haven’t enabled Google Signals yet? You can do this under ADMIN in your Google Analytics account, under TRACKING INFO – DATA COLLECTION. Note that enabling this will also allow you to view Cross Device reports (currently in Beta) that sit under the Audience Reports.
The overall trends that we picked up from Day 1 of the Summit included:
- There are a lot more developments still to come around better data visualisation, easier segmentation and also reports to facilitate detecting insights- Advanced Analysis is a currently available example of how some of this already works.
- Along-side better/easier segmentation of users will be the ability to use these segments easier AND beyond the Google Analytics interface.
- Segmentation and Analysis of users is important but adding an extra layer to be able to predict and forecast user interactions and their needs, takes this to the next level and we are hoping this will be easier to do within the Google Analytics interface.
- Integrating and mapping across other data sets into Google Analytics will become easier- this is demonstrated in the previously mentioned example- where Google Signals can be used to track store visits in Google Analytics.
Also…some random but interesting facts that we picked up from Day 1:
- Google Analytics processes 257 billion hits per day
- 200 thousand real-time queries are processed per second
- Only 12% of 360 clients use Remarketing
- 95th Percentile of Remarketing Latency is less than .5 Seconds
Some reading recommendations that we picked up: https://www.radicalcandor.com
And a recommended video to watch:
So that’s it for our analysis of Day 1 of the Summit (+ Women’s Reception). Stay tuned to hear about some of the things we picked up from Day 2 and the Immersion Day in next week’s blog!