Google Analytics advocate touts plans to own the Universal customer view

Google Analytics Advocate, Justin Cutroni outlines why Universal Analytics ambitions will change the way marketers analyse customer behaviour on and offline during the Google Analytics User Conference in Sydney

Google’s Universal Analytics is about giving organisations the complete customer picture by switching the focus from session-based experiences to profiles which centre around the individual, its chief analytics advocate claims.

Speaking at the Google Analytics User Conference in Sydney on 19 June, Google Analytics in-house advocate, Justin Cutroni, outlined the company’s vision to help organisations progress from disparate data sets and digital-only analytics to platforms that utilise in all manner of data sources to understand customer behaviour right across the user journey on and offline.

“We’re living in a world where the purchase path has changed forever,” Cutroni told the audience. To highlight the shift, he pointed to 2012 US survey findings which found 78 per cent of all purchase decisions are made before consumers enter a store, and 42 per cent of retail sales are online or Web-based.

Google’s Universal Analytics aims to transform how marketers interact with their own and external data by bringing together Web, mobile, applications, transactional information, CRM and custom data sets into one analytics platform.

“We want to have that complete picture, where customers are in the middle of the data, rather than have data of visitors or sessions,” Cutroni said. “Data today is all in silos but as marketers, we have to take advantage of all of that information to understand our customers.

“It can be maddening with all these new form factors, new operating systems and can be hard to keep up. But you have to have information accessible via any device because if you don’t, someone else will be doing it.”

Cutroni detailed a range of features Google has either launched or is planning to roll out in its quest to be the all-encompassing data analytics provider. One such example is the Measurement Protocol, a data collection tag that can be embedded into other types of systems, whether they are point-of-sale systems or CRM software, to allow recorded information to be imported into Google Analytics for analysis.

“If you have a logon experience, you can send us the generic user ID and we can use that as we process data, unifying data around those customers,” Cutroni continued. “By doing this, the data can be joined up and organisations can gain a visitor-centric view of the world.

“This is a call to action to marketers to investigate their own value proposition to create these logged on experiences.”

Another feature in the works is Dimension Widening, which joins various custom data recorded by an organisation with Google Analytics, providing further context around that customer, Cutroni said. Examples could be demographic information or purchase history.

“For instance, publishers could import data round actual pages such as their type and value. For ecommerce, you could import product information or SKUs,” Cutroni said. “This can piggyback off user data to give organisations a rich understand of their customers.”

Data collection is one thing, but Google is also eyeing off the need for better reporting tools and is planning to launch user-based segmentation, Cutroni said. Google already offers a remarketing feature and is working on areas such as sequential analysis and broader attribution modelling.

“By having all this strategic data, as marketers we can start to position new products and services for our customers,”Cutroni said. “While all this data may seem superfluous, it can open up a range of possibilities.”

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in