Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform

by Michael Loban

Having the analytics data is one thing, being able to present it to people who might not understand analytics is another.

The true value of a good web analyst

historically, advertisers who purchase space on media organization websites have generally lacked the ability to do sophisticated targeting. They’ve used high-level audiences, such as people visiting from certain geographic areas or visiting certain sections of websites or apps. At the same time, media companies have had no real incentive to collect additional first-party data because advertisers haven’t asked for it.

Not just historically but is true nowadays

This is also the stage when retailers begin collecting “in-between” interactions. When someone visits the website, there are the questions that analytics must begin to answer: What are the key products that customers are looking at before buying? How are they engaging with them? Which products are they seeing, which products are they clicking on, and on which product list pages? How should the product merchandising and layout appear on category pages or product list pages? How should product detail pages be formatted? What promotions, offers, and discounts are showing and how frequently?

Enhanced ecommerce in a nutshell