Why Google introduced Google Data Studio 360?

Image Courtesy: http://online-behavior.comWhy Google introduced Google Data Studio 360?
The objective is to build integrated visualiation report from different data sources mainly from google products & from open source data tools in future.

Google Data Studio 360 – Eye Candy Data Visualization tool for Google Products & much more

Few days back google launched Google data studio 360  to connect & build eye candy graphic visualization reports

What type of Data sources you can connect with?
As of Now, you can connect with different data sources (Initally to google products that generate data like Google Analytics, Adwords, Youtube, Google Sheet, Big query). In future, you can connect with SQL 

What type of graphical representation you can do?
Charts, Graph, Pie Chart & much more

Is it possible to connect multiple data sources?
Yes, it is possible to connect with multiple data sources in one platform & represent the data from these sources

How for the product is Flexible?
You can see the graphical representation for different time window & understand the trend

Is it possible to import external data?
Yes, it is possible to track the external data (through calculated fields) & sync with your other data sources for meaningful insights.

How many reports you can build?
You can build upto 5 reports for free

Pokemon Go – Game of location based Virtual Reality

Image Courtesy - PCMag.comPokemon Go App crossed 1.6 Million downloads in a week. This is because the App is addictive & Viral in nature.

Why the App is Viral?

  • Animation Character –  App with the animation character called Pokemon Since 1995 
  • Audience – The people who have Seen Pokemon & grown are in the age of 20 to 30yrs
     
    Image Courtesy: PCMag.com
  • Connect – Young Audience can easily connect with the character & play
  • APP USP – Location with Animation provides the real time activity exprience (Whether, other gaming app lacks)

When i was a kid, our generation was much fascinated with 3D movies, Where movies give us good visual experience. Now a days most of the animated movies are comes with 3D effects.

What Next for Pokemon G? (Just a prediction)

  • 3D – They will provide 3D effect. You need to wear 3D Glass for better Visual experience
  • Group Game – Finding Pokemon in Groups
  • selfie – after winning the Go, we have click a selfie with Pokemon
  • Tie-up – They have tie-up with fitness products like Fitbit to promote futhur. There may be a chance, the app is acquired by Fitness companies

Advantage 

  • Pokeman Go makes you walk. 
  • It provides you vitrual & actual gaming experience

More Gaming Apps follow Pokeman USP. Surely, Pokeman Go is a game changer in Digital Gaming Industry.

Cutting distribution channel Offline? How?

I am a digital marketing & analytics professional. One advantage of digital medium is that, it cuts the distribution channel. That is why, the ecommerce portal selling products in competitive price & passing the benefit to consumers 

Cutting Distribution channel in Offline – Strategy

Few days back, I read an article that one FMCG (ID Fresh) is started opening "Trust Shop" in Gated communities in Bangalore & Chennai. 

What is Trust Shop? How it cuts the distrubution channel

Trust shop, where no sales person exists. The FMCG food products are stocked in the refrigerator (Batter, parrates) inside the gated community. The consumer take the product & pay as they like. The shop runs on trust. There is no supervison / monitoring (Like Web cam), etc. 

By doing so, the company cuts the intermediates & stock the product in the consumer zone. They don't have to pay the middleman (Store keeper). 


"Trust Shop" from Business perspective

Advantage

  • Brand value – This will build brand equity & value.
  • Profit – Maximizing the profit by cutting the distribution channel
  • Elite Group – When Tracking Elite Locality, payment is 99%
  • Consumer behavior – The product is within the reach, habituating the consumers to buy

Dis-Advantage

  • No Monitoring – There is no monitoring exist. There are chancesAround 15% of people won't pay
  • Product Tamper / Product expiry – If the product got tampered or the exipired product are displayed, it affects the brand
  • Stocking – Restocking interval is not same for all the real estates

"Trust Shop" from Consumer perspective

Advantage

  • Convenience – Food Take Away is Near by. Pick & pay anytime
  • Branded Product – Quality is not at stake

 Dis-Advantage

  • Monopoly – Only product is displayed
  • Issue – In case of issue, consumer cann't communicate immediately
     

Street Toy Seller marketing strategy to sell without promotion

I come across a street toy seller…. Yes, there is so many toy street sellers… But this guy is something special that made me to stand & watch his toy selling marketing approach. These  are my take-aways from him. 

Photo courtesy: AlamyTarget Location: This Toy seller sits before the well known childrens hospital. This is Pull marketing strategy. Customer will reach him naturally. 

Targeting Discussion Making Unit 

  • Initiators – Display of vareity of toys naturally/impulsively attracts the initators 
  • Influencers – The Initiators easily persuade the buyers. Influencers does the marketer job by emotionally persuade the Initiators
  • Buyer – Influence to Buyers conversion will be 99%. 

Timing : This person opened displayed this stuff during high visitors time of hospital (Out Patient Visiting time)

Product Offered: More option of toys variance to choose from. By doing so, the probability to Sale Conversion is more

Pricing: Flat/Same Price for all variety of toys. Pyschological pricing strategy. This approach is used when the marketer wants the consumer to respond on an emotional, rather than rational basis. 

Promotion : Zero percent promotional effort required

Upselling – Because of variety of toys, the probability of upselling is more

Google Drastic Ad Position Change Impact / Insight

Google confirms "Adwords Ads in search result in the right hand side ads will be removed global from desktop" Why?

Desktop Ads Presentation change – Google is switching up how it displays ads on desktop searches, removing them from the right-hand side of results and putting them only at the top and bottom of the page. (Source Link: http://www.thesempost.com/google-adwords-switching-to-4-ads-on-top-none-on-sidebar/

Paid Ad Feature – 4 Ads on the Top & 3 Ads in the bottom

From advertisers perspective

  • Eye ball movement & click behavior – If we study the Google Search Result Page heatmap, Around 82% of the engagement is happening in top 4 result. Pls. find below the heatmaps screenshot. 

Courtesy:
(Image Courtesy: Moz.com)

  • Organic Search result engagement behavior – this will reduce the organic real estate promimence significanly.
  • Brand bidding pressure  – Advertisers are forced to bid for Brand keyword variance because of search ad real estate prominance
  • Page Navigation Paid Ad CTR – The CTR of No.2+ Page will increase as compared to existing because of the position prominence

From google Perspective

  • Revenue Driven – Google revenue will increase from desktop search due to re-align of paid ad property towards high eye ball movement position
  • Right Panel Real Estate – Now, Google has to option to promote any google product (Youtube, ecommerce ads) in the right panel
     

Google Decoding Measurement & Attribution – DMA 2016 Event (Part 1) – Micro Moments

Attened Google Decoding Measurement & Attribution – DMA 2016 Event. Pls. find below the keypoints discussed in the meeting. 

Guide to Micro Moments in Smart Phones & Consumer Behavior (Presented by Dhruv Dhawan – Industry Manager @ Google)

  • Smart Phone Behavior – India

    •    180 min. spent in smartphone on any avg. daily
    •    130 times checking the Smart Phone
  • What they do in Smart Phone – India

    •    Know Moments (Discovery & Search App Downloads)
    •    Go Moments

      •   2X increase in "near me" search interest
      •   39% conducting local search visited local stores
    •    Do Moments

      •   54% on online users to learn something new
      •   55% of watch youtube
    •    Buy Moments

      •   Compare Prices
  • On Succeeding Micro Moments

    •    73% consumers say regularly getting useful Information
    •    51% go for other brand because of information
  • On Consumer Behavior

    •    57% of people are more likely to visit a store when they search on mobile
    •    62% of marketers measure marketing efficiency & effectiveness based on each specific channel or campaign
  • On Consumer Journey

    •    90% People purchase across screens
    •    87% consumer research before enter the store
    •    82% turn to mobile device for product decision

o   We knew people start on mobile &  then convert in desktop

Overall Insight – In India, people use mobile phone for research & engagement, but to do transcations, people prefer deskop

 

 

Factors determines the success of shopping campaign

What is Shopping Campaign Ads?
Shopping Campaign Ads is primary for ecommerce Platform to promote their product in Search Network. 

Which Search platform provide this service?
Google Adwords through Google Merchant Center & Bing Ads provide this service.

Difference between Search Ads & Shopping Campaign

  • Search Ads served based on Keyword & Shopping Campaign served based on the product group
  • Search requires Adgroup & Shopping campaign requires product feed

Benefits of Shopping Ads 

  • Pull Marketing – Product is featured in pull marketing channels (i.e: Google / Bing Search Results)
  • High Visbility

    • Product Image – Product are listed with the product image in the prominent position in search results
    • Product Description – Short product description has been served
    • Ecommerce Brand – Ecommerce Brand has been featured
    • Pricing – Product pricing is shown in the search result
  • Product & Brand – Ability to target based on product & brand
  • More Click Through – Product Ads delivers more Click through than Search Ads, because product are represented with image

Dis-advantage of Shopping Campaign Ads

  • Conversion Point (Buy) – Most of the Shopping Ad conversion is buy. But, we don't know which part of buying life cycle the prospect is belongs to (Research / Info / Buy)
  • Multiple product listing – Similar product are featured from different ecommerce platform. That result in More Click Through very Less Conversion
  • Product Declind & Feed Management – More chances of product feed decline. Managing & updated feeds is cumbersome

Shopping Campaign Ads Consumers User Behavior

  • Research Mode – Most of the Prospects are in the research mode to study the product. This will inflate the Ctr & result in very few or no conversion
  • Ecommerce Brand – People are very comfortable with specific ecommerce platform to buy the product because of the feel good factor / perceived value they received during the previous experience. They do research in other ecommerce platform  that won't convert to Sale
  • Pricing – If the prospects freezed the specific brand / product to buy, then it is the pricing & branded ecommerce platform is the key determinant in product purchase
     

What factors determine the Success of Shopping Campaign 

  • Pricing – Discounted Pricing @ branded ecommerce platform
  • Platform – Ecommerce brand credibilty & past experience, places a key role in decision making 
  • Competition –  Less or no competitor in the shopping campaign Ads in your product category
  • Landing Page – Product Landing Page plays a key role in persuvading the prospects to convert into customers. More importantly, the communication in Ads (primarily pricing) should sync with the landing page
  • Shopping campaign Conversion Probability = Product Brand Value + Ecommerce Brand Value + Discounted Pricing


Conclusion: 

Shopping Campaign for Big Ecommerce Gaints –  Shopping Campaign Ads are really a boon for well established ecommerce platform. Because, they don't have to persuade the people to buy. The People know that ecommerce brand that delivers value

Small & Middle level Ecommerce Players – If they are operating in very niche area then the shopping campaign works for them

 

Smart Goals or Refined Remarketing… Google’s Business Strategy

Remarketing helps to target the visitor to the site. Smart Goals is the refined version of Re-targetting the repeat Visitor by using different signals (Through Mechine language)

Smart goals is a good business strategy to stitch different product of google to track the user behavior & based the behavior serve an ad & increase the probability of conversion

Smart Goals Activation prequisiites

  • Link your Google Analytics and AdWords account(s).
  • The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view in the past month before you can set up Smart Goals.
  • The reporting view must not receive more than 1 million hits per day.
  • The Data Sharing setting Google products and services must be turned on for your Google Analytics account

Multi Channel Attribution Model – How to get the Insight?

Multi Channel Attribution helps to understand how the vistor used different channel touchpoints  to convert & crediting the channel based on different Models (Like First, Last, Linear, time decay, etc)

 

 

 

 

 

Advantage of Multi Channel Attribution helps to identify the channel

  • that drives conversion in first interaction
  • that drives conversion in last interaction
  • that drives conversion not in first or in last

Attribution Model Mix Approach

Last Vs First INteraction Model

•    If First Interaction % is Red, Then The Channel has the ability to Persuade
•    If First Interaction % is Green, Then The Channel ability to Build Awareness 

First Interaction Vs Time Decay Model

If Time Decay % is Green, Then The Channel ability to Persuade in Successive touch points till Conversion

MCF with Path "Position Relative to Conversion" Dimension

Marring the MCF with "Postion Relative to Conversion dimension with Assisted Conversion metrics helps to understand in which touchpoints the channels drives conversion (In 1st Touch Point, 2nd Touchpoints, 3rd touch points etc) 

Google Analytics Release Notes – 9th Sep’15 Brief

  • Ad Group-level Device Bid Adjustments: Ad Group Level Bid Adjustment data will be reflected in Google Analytics (Acquistion > Adwords > Bid Adjustement) 
  • Audience Insights Report: Adds a new report that shows all Audience Segments (combinations of age, gender, interests) in one table and introduces new metrics for audience size and index (relevancy) for easy cross segment comparisons. (Audience > Interest > Affinity, In-Market & Other Categories)
  • Publisher Reports: Adds a new publisher reporting section. These reports incorporate data from all linked publisher ad serving accounts. Get the Adsense & Link Analytics data in (Behavior > Publisher > Overview, Publisher Pages, Publisher Referrers)
  • Postbacks of Mobile App Conversions to Networks: Google Analytics now allows you to post back your conversions to our partner networks. Now you can use one tracking solution to gain visibility into all of the networks you work with. 
  • [Premium] Data Backfill for Custom Tables: Provides unsampled reports with up to 30 days of historic data for new custom tables.
  • Ad Exchange-Google Analytics Linking: Users will be able to use a wizard in Google Analytics to link Ad Exchange and Google Analytics. They can then see Ad Exchange metrics (e.g. clicks, impressions) in Google Analytics reports. 
  • [Premium] Integration with DoubleClick for Publishers: Imports DFP data, including revenue, clicks, and impressions into Analytics.