Google Analytics Rolling Out New Feature Called Google Signals for Cross Device Tracking

What is Google Signals?

  • Google Signals Feature help us to understand the journey your customers are taking across their devices as they interact with your website
  • No need to updated your website code to activate this Features

What Report it provides?

Acquisition Device report 

  • This is a Cross Device reporting in Analytics takes into account how users visit your website multiple times from different devices
  • Cross Device reports only display aggregated and anonymized data from people who have opted in to personalized advertising (as always users can opt out at any time)
  • Instead of seeing metrics in Analytics that show two separate sessions (e.g., one on desktop and the other on mobile), you’ll be able to see when users visited your website from two different devices

What we infer from this report?

  • From this report, we can understand how prospects engage with your sites through different devices
  • What device attributed (Desktop, Mobile, Tablet) to different touchpoints

How to activate the feature?

Google Anaytics > Go TO > Admin > Property column > Tracking info > Data Collection
* Select the properties for which you want to activate Google signals (all properties of the account, this property only, or a specific subset of properties in the account).
* Click ACTIVATE if you want to activate Google signals immediately.

Pls Note: Google Says "The option to activate Google signals will be rolling out to all users in the coming weeks. If you don't see it now, you will soon"

Image Courtesy: http://www.blackberrypartnersfund.com

 

Google Rebrand its Advertising Platforms

Google Rebrand its adversting products and come-up with 3 Advertising / Publishing Products

 

 

 

 

 

1. Google Ads (Formerly Known As Google Adwords)
2. Google Marketing Platform 360
3. Google Ad Manager

Google Adwords <To> Google Ads

  • Google Ads helps their customers to reach their Target audience via Google Product Venues (Google Search, Display Ads, Youtube, Apps Ads in Playstore, location listing.   
  • Smart Campaign is introduced by Google for small advertisers to quickly create ads and to drive traffic to their platforms. Smart campaign driven by Machine learning

Google Marketing Platform 360

  • Google Marketing Platform helps their customers to recch their target audience Via Double click network (Search Ads 360, Display & Video Ads 360) and optimize the performance of the campaign through Analytics 360, Data Studio, Optimize 360, Survey 360 & Tag Manager 360
  • Google Marketing Platform provides wider reach

Google Ad Manager

  • Google Ad Manager is a product to help publishers manage ad inventory on their sites available for advertising
  • Smaller web sites will continue to use AdSense, which lets advertisers place small ads on their sites, and Admob for mobile app developers 
     

Choose the right technology to drive Digital Platform

If we want good digital presence, you should choose right technology to run the digital platform. Determine your user device behavior, then build the right digital platform.

 

  • If the target audience use more of desktop go for asp, php, jsp
  • If the target audience use more of Desktop / mobile go for responsive design environment. Use asp, Php with responsive design & progessive web apps
  • If the target audience use is more of mobile then build "Hydrid app" or "Native APP" or "Instant App". It is better to go for native app that gives better control than "Hybrid App"

    Image Courtesy: nevistechnology.com

What Google Analytics Data Retention Settings Means? FAQ

  • Before going to Google Analytics Data Retention Settings, First we need to understand Why Google Analytics brought this settings now?Google Analytics Data Retention Settings
    Google brought this Google Analytics Data Retention Settings to adhere General Data Protection Regulation (GDPR)

     
  • What is General Data Protection Regulation (GDPR)?
    •    The General Data Protection Regulation (GDPR) (EU) is a regulation in EU law on data protection and privacy for all individuals within the European Union
    •    It addresses the export of personal data outside the EU
    •    All the Data Processor / Analytics tool in the world should adhere this regulation 
    •    This Regulation come into effect on 25th May’18 

     
  • What is Google Analytics Data Retention Setting? 
    •    Google Analytics Data Retention Setting gives control on how long you need to retain the User / Event Level Data in Google Analytics
    •    The retention period applies to user-level and event-level data associated with cookies, user-identifiers (e.g., User-ID) and advertising identifiers (e.g., DoubleClick cookies, Android’s Advertising ID, Apple’s Identifier for Advertisers)
    •    Increasing Data Retention Time Window will result in Data Retention & bigger re-targeting / remarketing User base

     
  • User & Event Data Retention Time Window Explained 

    •    14 months – If we set 14 Months Data Retention Period, Data (User & Event Level Data) Older than 14 Months will be deleted from GA
    •    26 months – If we set 26 Months Data Retention Period, Data (User & Event Level Data) Older than 26 Months will be deleted from GA
    •    38 months – If we set 38 Months Data Retention Period, Data (User & Event Level Data) Older than 38 Months will be deleted from GA 
    •    50 months – If we set 50 Months Data Retention Period, Data (User & Event Level Data) Older than 50 Months will be deleted from GA
    •    Do Not Automatically Expire –  if you choose "do not automatically expire" will remain, as "Do not Automatically Expire" means that when you choose this option in data retention the data will remain till the time the account is not trashed/purge

  • Reset New Activity

    •    Reset New Activity ON – if the Reset New Activity is “ON”, the specified retention period will be reset everytime the User Intimates the new session. For Example: If a user hit our site on 5th Apr’2018 & again revisit on 10th April then the Data Retention Time Interval will be reset to New Session Data Stamp
    •    Reset New Activity OFF – if the Reset New Activity is “OFF”, the specified retention period will be not reset everytime the User Intimates the new session. For Example: If a user hit our site on 5th Apr’2018 & again revisit on 10th April then the Data Retention Time Interval will not be reset to New Session Data Stamp, it will retain the First Data Stamp of 5th Apr’18 

  • Default Data Retention Period

    • GA Free Version  default data retention period is 2 Years
      GA Premium Version default data retention period is 3 years

  • Before Applying the Data Retention Setting, ask below question

    • Did you track User Level Data in Google Analytics Using User ID / Client ID? (Yes or No?)

    • Did you track Personal Identifiable Information (PII) data in Google Analytics? (Yes or No?)

    • If Yes, determaine how long your business need to retain user level & associated event level data 

    • If No, set “Do Not Automatically Expire” with Reset New Activity “ON”  to retain  User & event level data till you delete the property

Image Courtesy: usan.com

 

Social Media – Automated Response Kills Brand Reputation

What "Word of Mouth" for Offline Marketing is "Social Media" for Digital. Today, I come crossed a security Issue in the Banking Institution Site. I immediately tweeted them the issue…. In few minutes, I got a automated response with a form link that i need to address the issue in the form. This is ridiculous experience for a whistle blower who escalates the security issue with the bank with a good intent to solve the issue as early as possible to protect the consumer. These type of automated message will tarnish the reputation of the institution. As human, we expect other human will respond from the other End (Via Social Media)…. Automation is good, but one should know Where to automate & what to automate….

Image Courtesy: iacquire.com

SEO – Google Organic Meta Description Length Increased from 160 to 320 Characters – Insight from SEO, Analytics & User Perspective

From Yesterday google started showing more content for each search result. The Search result description (Technically called Meta description) length has been increased from 160 Characters to 320 Characters.

source: https://www.launchdigitalmarketing.com/googles-new-meta-description-length/

Google SEO Meta Description Increased

 

From SEO Perceptive

  • People will only check few search results. People won't navigate to more search result page
  • To be top 5 in the organic search result it is very critical to get more visibility
  • Content is the king
  • The communication that provides solution will get more CTR

From Analytics Perspective

  • Organic Traffic will increase for content rich site
  • Avg. Time on Google Search result will increase
  • Bounce Rate to the Site will decrease

From user Perspective – There is more probability of getting the solution in Google search result itself

Taking on Patanjali with Ayush 2.0 Contest

I came across a contest in the website Bloncampus.com on Taking on Patanjali with Ayush. This Contest is only for B School Students. In this contest they defined three Queries

I. How would you create a market for Ayush?

II. What strategy would you adopt to take on the Patanjali brand, given its strong association with yoga guru Baba Ramdev and marketed on the Swadeshi plank?

III. How would you promote Ayush? What would your advertising message be? 

Pls. find below the link to participate in the contest

http://www.bloncampus.com/case-studies/taking-on-patanjali-with-ayush-20/article10017152.ece

My Approach to these Marketing queries are given below…. Like to know your views 

I. How would you create a market for Ayush?

Best way to create market is to understand what consumer needs from Ayurved Product

  1. Product Endorsed by opinion Leaders in Ayurved Segment
  2. Product Quality – 100% Ayurved
  3. Product Certified by Reputed Ayurved Institute
  4. Cutting Edge Pricing
  5. 24/7 Customer Support
  6. Product Rechability in Tier II & III cities

Brand Ayush should focus on Point 1, 4 & 6 to create a Market

II. What strategy would you adopt to take on the Patanjali brand, given its strong association with yoga guru Baba Ramdev and marketed on the Swadeshi plank?

  1. Ayush Needs Brand Connect – Baba Ramdev is the Face of Patanjali. "Baba Ramdev" himself is a brand icon of Yoga. Patanjali nicely used Baba Ramdev Reputation to reach the massess. Ayush First need to Position his Brand with "Relevant Opinion Leaders" for doing any marketing activity. Otherwise Marketing spending will go for toss. Brand Connect with the Key for Ayush
  2. Scientific Backed Ayurved – Ayush Product is Scientifically Proven. This needs to be carried in all MarComm of Ayush
  3. Product at different Quantity – All the Ayush Product should be available in different Quantity (Very small, Small, medium, Large)

III. How would you promote Ayush? What would your advertising message be? 

  1. Free Product sample – Giving Free Ayush Sample with Unilever Product
  2. Product Endorsed by Opinion Leaders carried in all ATL, BTL Channels
  3. Advertising Message100% Ayurved Product Produced by the Brand you Trust

Firebase Predictions – Start Prediction your App User Behavior & Engage with them

Firebase Build new feature called Firebase Predications that tracks user behavior & generate User group. We can communicate these users group to engage & retain them 

Below User Groups are populated to target & engagement with them 

  • Churn Group –  churn group contains users who have been active during the last 7 days but are predicted to become inactive within the next 7 days
  • Not Churn Group – The not_churn group contains users who have been active during the last 7 days and are predicted to continue to be active over the next 7 days

Pls. Note: Note that churn is different from uninstalling your app. Users may churn long before they uninstall an app.  in fact, many users will never uninstall an app short of replacing their device

  • Spend – The spend group contains users who are predicted to make in-app purchases or ecommerce purchases
  • Not_spend – The not_spend group contains users who are predicted not to spend in the next 7 days. 

Engage with Target Users

  • Notification – we can communicate with User Groups to increase engagement & decrease churn rate. New tool to minimize the churn rate.   
  • Remote Config – It is possible to do A/B Testing ffor user Group 

 

How to track hybrid App Traffic (Android & IOS) segment in Google analytics

If you build hybrid app & request are called from webpages…. If we integrated google anlaytics for WEB Property, then the traffic from app is also populated in WEB Property. The challenge is how to segment the Mobile Traffic from WAP & APP. Build a custom report with OS & Browser dimension with required metrics. Then Filter the Dimension with Browser Name "Android Webview" & safari (in-app). The Traffic from these dimension are come from Mobile APP (Android & IOS). Pls. find below the sample report screenshot that shows hybrid app traffic

 

 

Only 30% of Indian Population has access to Internet

60% of the Urban population is accessed to internet but overall 30% of the Indian population has access to Internet. Nearly 65% of the population are below 35 Year old but still 30% has access to internet means How we Indians is way behind in infrastructure has compared to China. Even Africain countries like Sudan have internet Penetration of 28%, Uganda is 45%, zambia is 30% & South africa 54%. India is huge population & huge opportunity in digital space but lacks in infrastructure. 

Graph Source: https://etimg.etb2bimg.com/photo/58942714.cms