See what an integrated marketing platform actually is: a combination of integrated tools and technology that allow marketers to manage big chunks of their digital marketing responsibilities.
- [Instructor] Today's marketer is faced with more challenges and more opportunities than ever before. The Digital Revolution has brought with it all kinds of ways to target, reach, and interact with customers and prospects on their new multi-device, multi-touch, nonlinear paths to purchase. All of these new capabilities and all of these options have given birth to what's now commonly referred to as the marketing technology stack. Really, this is nothing more than just a list of what tools and vendors you're using to accomplish what. And before we talk about the Google Analytics 360 Suite, it's important to take a look at the various components of the stack.
This is of course a pretty simplified way of looking at it, but at the bottom, acquisition is still what marketers are after, and in the digital space, that means things like search advertising, SCO, display and programmatic, social media, database marketing through email and marketing automation, and content strategies. If you've done all of that right, then presumably you are looking to drive people to some kind of digital experience, a website, an app, something like that. And here we have a whole new layer of tools and technologies. There are analytics tools to track everything that's happening, testing and personalization tools for optimization, voice of customer tools, eCommerce engines, and even tag management tools to keep all of this straight.
And we can't forget the Back Office. While many of the tools that have helped business run are still firmly in place, there are also quite a few improvements and completely new technologies. Content management systems allow non-programmers to create and organize digital content across experiences. Customer relationship management systems have grown up and moved into the Cloud. Data management platforms are being leveraged to create, manage, and activate audiences. And massive data warehouses are being built and leveraged every second of every day. And all the while, an exhaust stream of data is being created and that data can be analyzed and used to make better and better decisions.
Old static reports are quickly being replaced by real or near real time interactive dashboards and data visualizations. And data science techniques are being used for modeling, predictive analytics, and uncovering insights at ever increasing rates. Media mix modeling and digital attribution are now table stakes. And marketers are becoming smarter and smarter about where to spend that next dollar of budget. So there's lots going on here and as you can imagine, there are lots of companies offering lots of options across each part of the stack. This is where the idea of a platform comes in.
As the industry has evolved at break-neck speed, marketers have had to string together and try to integrate all kinds of different tools. And while there are definitely some advantages to a piecemeal approach, a handful of tech giants began building their own marketing platforms that incorporated many of these tools and systems. And this is the spirit of the Google Analytics 360 Suite. Bringing together tools and technologies all in one place integrated and ready to go. There are certainly other platforms out there, but in the case of Google, you can use things like AdWords, YouTube, and DoubleClick to drive people to websites that are tracked with Google Analytics.
Testing and personalization can be done with Google Optimize. Voice of Customer can be accomplished with Google Surveys and all the code can be handled by Google Tag Manager. All of that data can be warehoused in the Google Cloud Platform, mashed up and queried leveraging BigQuery. And you can manage audiences across Analytics, AdWords, DoubleClick, Optimize, and more with Google's Audience Center. When it comes to understanding how all of this is working for you, Google Data Studio can help you create and share dashboards with data from just about anywhere. And Google's Attribution tools can help you understand where in the funnel which advertising channels are worth what on that path to purchase.
It's important to note that right now there isn't a single platform out there that covers every single aspect of the marketing technology stack or that is truly fully integrated from end to end. But companies like Google and others are getting closer and closer every day. And what they've accomplished to date have allowed marketers to do more than ever before in one place, simplifying complexities and improving the way we attract, engage, and interact with customers and prospects.
David begins by going through each application and sharing best practices for using each tool, and then provides an example scenario demonstrating how each tool can be used together in order to solve typical issues faced by today's enterprise marketer.
- Collecting and analyzing data with Google Analytics 360
- Streamlining technical implementations with Google Tag Manager 360
- Testing and personalizing with Optimize 360
- Attributing value to campaigns with Attribution 360
- Integrating Google Surveys 360 as a source of customer data
- Tracking and optimizing a typical digital consumer interaction
- Managing, activating, and reporting across multichannel marketing campaigns
- Optimizing digital budget allocations with attribution