Google Analytics User Conference: A Synopsis
Provided by Kathryn Galland
Kathryn Galland is Digital Communications Specialist at Loves Data, a digital marketing agency in Sydney specialising in Google Analytics and Google AdWords.
What happens when you take a senior Google analyst, bring him to Australia, blend in local Googlers, throw in a little digital marketing and mix with two Google Certified Partners? You produce Australia’s first Google Analytics User Conference, a fusion of optimisation tidbits and guidance on data measurement with insights into understanding the value of marketing online.
The unofficial theme for September’s conference, presented by local digital marketing companies Loves Data and Internetrix, might have been the need to better understand customer behaviour in order to retain them by analysing quantitative and qualitative measurement.
At Google Analytics conferences this year in San Francisco and Amsterdam, Google hinted at moving its analytics product toward a more ‘Customer Centric Analytics platform.’ Word at Sydney’s conference was no different.
The message was reiterated by the keynote speaker and Google’s own Analytics Advocate Justin Cutroni, who flew from the east coast of the United States to present at the Sydney conference.
“We’ve been so focused on the acquisition of customers in digital analytics, we haven’t really talked a lot about retaining them,” Cutroni explained. “I think over the next few years we’re going to be focused on how do we measure and better understand the retention of our customers.”
The aim of Google Analytics is to tap into visitor behaviour at a more profound level of analysis, bridging the gap between various online and offline marketing channels.
So, what is Google’s plan to help users achieve this feat?
In the future, Google Analytics will likely expand to capture customer visits across multiple devices and allow users to better integrate external marketing and lead data into the product. Thus, providing marketers with a more complete view of customer behaviour.
Presently, that holistic picture is what’s missing from the data sets, according to Cutroni:
“We’re still in a very web-centric world when you use attribution modelling. But that’s not the business world. There are conversions coming from other places. There are different interactions. We don’t have all of that data.”
Yet, more data about visitor behaviour is becoming accessible. Google Analytics’ Multi-Channel Funnels allows users to view visitor interactions across digital media channels leading up to a conversion or purchase.
“I think that’s the wave of the future in terms of understanding the value of your marketing,” Cutroni remarked about the feature.
Whether tracking mobile websites and applications, examining the value of social media campaigns, performing optimisation testing or improving marketing return on investment (ROI)—subjects discussed at the conference—each objective is measurable within Google Analytics.
Presenting on improving marketing return on investment (ROI), Loves Data’s Digital Account Manager Aisling Purcell, explained what measurement means to the businesses she works with.
“In my role, I use analytics every day—and sometimes use a combination of all of these metrics-—to single out the traffic channels and campaigns that are performing for our clients so we can shift marketing budgets accordingly,” Purcell said.
For Cutroni, segmenting data and employing custom variables is key to refining analytics to best suit the needs of a particular business.
“The closer you can align Google Analytics, or any analytics tool, with your business, the better the measurement is going to be and the better your understanding of the behaviour of your website visitors,” Cutroni said.
“Our next challenge is integrating this level of reporting and data-driven decision making into everything we do marketing-wise,” according to Brett Kelly, guest speaker and owner of Kelly+Partners Chartered Accountants.
“New clients are converted offline, so it’s a matter of educating all the staff handling the lead around what goes on behind the scenes to make the phones ring.”
While data analysts can provide insight into the world of online marketing, ultimately, it is marketers and business executives who decide whether to implement data-driven analysis.
The more businesses are switched ‘on-line’ and understand the marketing and business value of analytics tools, the easier it will be for businesses to get in front of the customer.
In terms of understanding the future of digital analytics, Cutroni reckons Australia stands at the forefront of the changes, because Australia is “a place where people understand the value of information.”
GAUC speakers with Presenting Partners Loves Data and Internetrix in front of The Mint
[Photos snapped by Paul Ree]
Rainmaking + ESG Launch Supply Chain Resilience Accelerator
Rainmaking, one of the world’s leading corporate innovation and venture development firms that create, accelerate and scale new business, has partnered with Enterprise Singapore (ESG), a government agency that champions enterprise development, to launch Singapore’s first ‘Supply Chain Resilience Accelerator’.
The new programme will unite startups and enterprises to boost scalable technology solutions that help fuel supply chain resilience by addressing pain points in transport and logistics.
Over the last 13 years, Rainmaking has launched 30 ventures totalling US$2bn, including Startupbootcamp. Having invested in over 900 startups that have raised more than US$1bn, Startupbootcamp is one of the world’s most active global investors and accelerators.
The new programme looks to help build more resilient supply chains for Singapore’s burgeoning network of startups by leveraging its advantageous position as a global trade and connectivity hub. As part of the Supply Chain Resilience Accelerator programme, no less than 20 startups with high-growth potential will have the opportunity to become a part of Singapore’s vibrant ecosystem of startups.
Calling Supply Chain Solution Startups!
The programme will kick off with an open call for startups who specialise in supply chain solutions for end-to-end visibility, analytics, automation and sustainability.
Applicants will then be shortlisted and receive nurturing from Rainmaking, fostering valuable engagements with corporates to drive scalable pilots with the aim to stimulate investment opportunities.
“Covid-19 exposed the fragility of global trade, and the Supply Chain Resilience Accelerator is our opportunity to spot weak links and build back better. Piloting outside tech can be an incredibly efficient way to test viable solutions to big problems, provided you de-risk and design for scale. Our programme does precisely this by helping corporate decision-makers and startups to work on compelling business opportunities, anticipate operational risks, and ultimately co-create solutions fit for wider industry adoption,” said Angela Noronha, Director for Open Innovation at Rainmaking.
Pilots will run from Singapore, with the objective that relevant organisations may adopt successful solutions globally. To that end, Rainmaking is currently engaging with enterprises specialising in varying industry verticals and have expressed interest in partnering.
“Even as we continue to work with startups and corporations all over the globe, we are so pleased to be anchoring this program out of Singapore. With a perfect storm of tech talent, corporate innovators, and robust institutional support, it’s the ideal launchpad for testing new solutions that have the potential to change entire industries. We look forward to driving the transformation with the ecosystem,” added Angela Noronha.
One of the first selected corporate partners is Cargill, a leader in innovating and decarbonising food supply chains.
"Cargill is constantly exploring ways to improve the way we work and service our customers. Sustainability, smart manufacturing and supply chain optimisation are key areas of focus for us; exploring these from Singapore, where so many key players are already innovating, will help us form valuable partnerships from day one. We look forward to joining Rainmaking and ESG on this journey to work with, support, and grow the startup community by keeping them connected to industry needs,” said Dirk Robers, Cargill Digital Labs.
In order to raise awareness on the importance of building resilience and how technology can be leveraged to mitigate risks of disruption, industry outreach efforts will include fireside chats, discussions and demo days.
In July, Rainmaking will host a virtual insight sharing event for innovation partners as well as a ‘Deal Friday’ session that connects businesses, investors, and selected startups with investment and partnership opportunities.
Programme events will also benefit Institutes of Higher Learning by offering exposure to how advanced practitioners leverage new technologies to transform traditional supply chain management and share real-world case studies and lessons learned, better equipping next-gen supply chain leaders.
“As an advocate of market-oriented open innovation, we welcome programmes like the Supply Chain Resilience Accelerator, which aims to help companies resolve operational pain points, strengthen supply chain resilience and spur growth in a post-pandemic world. With a strong track record in driving open innovation initiatives for the transport and supply chain industry, we believe that Rainmaking’s in-depth knowledge of the ecosystem and network of global partners can complement Singapore’s efforts in accelerating our business community’s adoption of tech-enabled tools, to better manage future disruptions and capture opportunities arising from shifts in global supply chains. This will in turn help to strengthen our local ecosystem and Singapore’s status as a global hub for trade and connectivity,” said Law Chung Ming, Executive Director for Transport and Logistics, Enterprise Singapore.