概述
公司介绍
Google 专注于与互联网相关的服务和产品。其中包括在线广告技术、搜索、云计算和软件。成立年份：1988 年收入：660 亿美元（2014 年）纳斯达克股票代码：GOOG
物联网解决方案
到 2020 年，连接设备的数量可能达到 500 亿台。Google Cloud Platform 为您提供了扩展连接、收集和理解数据以及提供硬件设备所需的可靠客户体验的工具。鉴于拥有如此多设备的潜力，公司需要一个能够维持全球用户群中潜在的数百万并发连接的网络基础设施。 Google 的骨干网络拥有数千英里的光缆，使用先进的软件定义网络，并提供边缘缓存服务，以提供快速、一致和可扩展的性能。许多小型设备仍然能够产生大量数据。只有通过足够强大的数据分析工具的洞察力，这些设备数据的涓涓细流才会变成有价值信息的洪流。 Google Cloud Platform 正在构建最先进的大数据工具套件。
主要客户
可汗学院、RiptidelO、SMART Technologies
子公司
物联网应用简介
Google 是基础设施即服务 (iaas), 平台即服务 (paas), 分析与建模, 网络安全和隐私, 传感器, 和 可穿戴设备等工业物联网科技方面的供应商。同时致力于农业, 教育, 金融与保险, 医疗保健和医院, 生命科学, 零售, 电信, 运输, 和 公用事业等行业。
技术
用例
功能区
行业
技术栈
Google的技术栈描绘了Google在基础设施即服务 (iaas), 平台即服务 (paas), 分析与建模, 网络安全和隐私, 传感器, 和 可穿戴设备等物联网技术方面的实践。
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设备层
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边缘层
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云层
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应用层
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配套技术
技术能力:
无
弱
中等
强
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实例探究.
Case Study
DHL Supply Chain Growing Use of AR Glasses
A picker with an RF scanner is constantly looking at the gun to get pick commands, hitting the confirm button and doing things in sequential fashion which is time consuming. Warehouse operations costs add up to 20% of the total logistics costs for DHL.
Case Study
AGCO is Increasing the Efficiency of its Manufacturing Programs Using Glass
The thorough inspection of a finished product is an essential step in the quality-control process. In the beginning, quality checklists were accessed using paper on clipboards. As technology improved, computers were utilized. But computers required additional time to access, and couldn’t be carried to the equipment being inspected. Tablets replaced computers, but were easily broken and expensive to replace.
Case Study
Fairmont Hotels harness the power of Google Analytics to optimize social media marketing
Fairmont Hotels & Resorts, a luxury hotel company with more than 60 distinctive hotels and resorts worldwide, was looking to optimize its social media marketing efforts. The company uses Twitter to increase awareness of offers and drive traffic to sites within their portfolio. However, they faced a challenge in accurately identifying and tracking website traffic generated by their tweets. This was due to the fact that a significant proportion of Twitter traffic doesn’t originate from twitter.com; many Twitter users don’t use the web interface, instead employing one of the many desktop clients or mobile apps available. In addition, a link that’s been posted on Twitter might be forwarded via email or SMS. In all these cases, any traffic which in theory should be attributed to Twitter activities would be reported as direct or other referral traffic.
Case Study
Ariat uses data to improve customer experience and drive results
Ariat, a leading equestrian footwear and apparel brand in the United States, was looking to optimize the performance of its digital marketing channels, increase the effectiveness of its homepage promotions, measure the impact of interactive website features, and understand the value of all conversions, beyond just e-commerce orders. In 2010, Ariat invested heavily in digital by creating a powerful new website. To justify the cost and report a return on investment, the new website required a comprehensive web analytics and reporting program. Beyond just evaluating key performance indicators (KPIs) for e-commerce, such as revenue and conversion rate, Ariat needed to measure the effectiveness of their new merchandising and promotional features, and also the effectiveness of various digital marketing channels.
Case Study
Luxury marketplace 1stdibs reaches new heights with Google Analytics 360
1stdibs.com, a global destination for the best in furniture, fine art, vintage fashion, and jewelry, was looking to revolutionize a classic old-world industry by connecting the world’s finest dealers with discerning buyers online. As business grew, 1stdibs realized that it would need a broader and deeper understanding of e-commerce customers and the marketplace. The company needed a scalable infrastructure to collect, process, store, and visualize data. It also needed to recruit analytics talent and build a culture in which data was at the heart of the business. The company was using Google Analytics to collect and analyze data, but knew they were just scratching the surface. Without a solid attribution strategy, the marketing team didn’t know what it cost to acquire a customer. The team had no way to measure the effectiveness of cross-channel programs.
Case Study
How Sephora used Google Analytics 360 to Measure the Offline Impact of its Online Ads in Singapore
Sephora, a beauty giant with 2,300 stores in more than 30 countries, including 17 stores in Singapore and Greater Southeast Asia, was facing a challenge in measuring the offline impact of its online ads. The brand's digital team was confident that its efforts were driving store visits, but it had no way to prove this. The complex decision-making journeys consumers make as they move between online and offline channels presented a unique set of challenges and opportunities for the brand. Sephora wanted to better understand the purchase journeys of its loyal customers and measure the full impact of its digital marketing investments.
Case Study
A switch from Coremetrics to Google Analytics removes measurement blindspots, increases actionable insights and drives revenue
Air Show Buzz (ASB) is a media company dedicated to the 'Aerotainment' or entertainment and news in the aviation and air show industry. They needed to measure video views, online sales, the usage of a downloaded application, and the impact of social media. They also wanted to correlate offline events and activities to mobile website usage and branded merchandise sales. However, with their existing implementation of Coremetrics, ASB was unable to meet their measurement needs. None of this was included in their Coremetrics data, and cost was a prohibitive factor to development as Coremetrics incurs fees for using the platform, and incremental fees based on the number of page views served. This expense limited ASB’s investment in talent to interpret reports or to implement customizations needed to capture data for decision making.
Case Study
Watchfinder clocks 1300% ROI using precision Remarketing with Google Analytics
Watchfinder, a leading UK retailer of premium, pre-owned watches, was facing a challenge in re-engaging its site visitors who showed interest in their products but did not make a purchase. The company found that buying decisions often took time, spanning weeks or months, with less than 1% of visitors completing purchases on their first site visit. In addition to driving customers back to its site, Watchfinder also wanted to encourage customers to visit its new physical boutique in the London Royal Exchange.
Case Study
WBC employs advanced segments in Google Analytics to boost its e-commerce conversion rate
Established in 1989, WBC is the UK's largest supplier of hamper, dell and drinks packaging to independent retailers. The company's website is its main business generation tool, promoting their range of 850 products. WBC was keen to understand how web traffic interacted with the site, and where potential improvements could be made. The company wanted to redesign their e-commerce site and increase the number of sales it generates. However, they faced challenges in understanding visitor interaction with the site and ensuring accurate Google Analytics implementation for solid data analysis.
Case Study
Airbnb improves vendor data collection to 90%, reduces tag deployment time using Google Tag Manager
Airbnb, a global marketplace for accommodation listings, was facing a challenge in managing its complex tagging system. The company uses a large number of website tags, including a unique tag for each of their multiple AdWords accounts and additional tags for an array of vendors measuring different types of conversions. To accommodate the needs of various vendors, many tags had to be replicated several times. At one point, Airbnb was running 88 different audience lists and 100 different tags. The company needed a tag management system to prevent a bottleneck between the operations and marketing teams. The first solution the company tried was not successful — it required significant technical knowledge to implement tags, needed add-on tools for QA and reporting, and was too expensive.
Case Study
Mumzworld Reaches 300% Roas With Enhanced Ecommerce and Data Import From Google Analytics
Mumzworld, the Middle East’s largest shopping site for mother, baby, and child products, was facing a challenge in spending its ad dollars wisely. The company had ample user data but needed to make more sense of it. They wanted to increase online sales and repeat buyers, lower the cost for user acquisition and conversions, be more data-driven with its channel investments, and manage on-site inventory better to lower out-of-stock product views. For help, Mumzworld turned to InfoTrust, a Google Analytics Certified Partner that specializes in ecommerce data integration.
Case Study
Mango Dresses Up Its Mobile Results with Google Optimize 360
Mango, a global fashion retailer, was facing a challenge with its mobile platform. Despite a 50% year-over-year increase in mobile traffic, accounting for 62% of all website traffic, the number of mobile transactions was still lagging behind desktop transactions. The company wanted to improve the mobile shopping experience and increase the number of transactions on mobile devices. They needed to understand where users were in their path to purchase, including: opening a menu, searching for (and clicking on) a particular product, and choosing a shipping method. They also wanted to track exactly how many users reached each of these steps and see where users were exiting the purchase process.
Case Study
HelloFresh delivers 10% more conversions and reduces cost per acquisition with Google Attribution
HelloFresh, a meal kit delivery company, was looking to grow its customer base in the American and European markets. To achieve this, they needed to gain a better understanding of the entire customer journey and optimize their bids, budgets, and keywords. They wanted to evaluate all digital marketing interactions based on their actual impact on conversions and increase channel effectiveness and efficiency. The challenge was to understand the whole path, not just evaluate the final click. They needed a solution that could measure the customer journey across devices and channels, from banner advertising on price search engines to online video platforms.
Case Study
Google Optimize helps Milliyet Emlak boost click-to-call rate by 32% and cut cost per call by 56%
Milliyet Emlak is a real estate platform based in Istanbul, Turkey. The platform allows real estate agents and individuals to advertise available properties, and consumers to find a property to rent or buy. Each ad listed on the site includes the phone number of the owner or estate agent. Ensuring that the consumer finds and uses the phone number to make a call is crucial to the platform’s success. Milliyet Emlak had the idea to include a click-to-call button on each property ad, but believed there was still room for improvement. The team came up with a new design for the button and were keen to test the old version against the new one.
Case Study
Gerber Life refines its media mix using DoubleClick Campaign Manager
Gerber Life Insurance, a subsidiary of Nestlé, wanted to gain better insight into the relative performance of different marketing channels throughout the customer journey. They understood the last-click attribution of display in policy generation, but they wanted to better understand the overall role display played in the conversion funnel for all marketing channels. They also knew that potential customers who were viewing their ads were likely visiting the website on direct, organic or paid search channels. However, they didn’t have a way to explicitly see and measure such use cases. Because of that inability to measure the post-view impact of display on other channels, they were unable to measure their investment in that channel in an informed manner.
Case Study
Brian Gavin Diamonds Sees 60% Increase in Customer Checkout With Google Enhanced Ecommerce
Brian Gavin Diamonds, a Texas-based jeweler specializing in custom engagement rings and known for its signature line of cut “hearts and arrows” diamonds, wanted to get a full picture of its customers’ behavior across the purchasing funnel. The company's main customers are couples ages 18 to 45 who are shopping for engagement rings. Its ecommerce site is responsible for 95% of its sales, and international clients make up 20% of the company’s business. While planning its redesign, Brian Gavin Diamonds wanted to better understand how the customer service it provided over the phone influenced customers’ decisions to purchase, with the goal of driving additional online conversions. At the same time, the company also wanted to know how customers were navigating its e-commerce site and, most importantly, if they decided to make a purchase—or not.
Case Study
Novartis Implements Google Analytics Premium on a Global Scale to Improve Customer Experience
Novartis, a global leader in healthcare, operates thousands of websites worldwide, with about 130 focusing on corporate communications. Managing this number of sites requires ensuring that data from each website gets to the right person and that teams can confidently compare the same metrics to continuously improve the company’s sites for customers. Novartis wanted to consistently and efficiently implement Google Analytics Premium across its key communications websites, ensuring that implementation was done correctly on each individual page. A project of this scale requires many Google Tag Manager containers and Google Analytics Premium properties, so Novartis knew it would need to be able to quickly replicate any changes and updates made in one site to other sites. This includes copying Tag Manager tags, macros, and rules as well as duplicating settings and configurations in multiple Google Analytics Premium properties and views.
Case Study
TopTarif increases conversions by 130% with Google Analytics and remarketing
TopTarif.de, a leading German price comparison portal, was facing the challenge of identifying users who are highly likely to convert and appeal to them with advertisements. The company had been advertising with Google AdWords for several years using text ads, banners, and YouTube videos. However, they wanted to increase the probability of a conversion and reach interested users more effectively. They aimed to differentiate remarketing lists and adjust bids based on various factors such as the date of the last site visit, traffic origin, depth in the sales funnel, and the probability of conversion for a keyword.
Case Study
Eltsoft Gains up to 20X Revenue Increase Using Admob Interstitials
Eltsoft LLC, a company that builds mobile language learning apps for iOS and Android, was looking for a way to earn more money from the free versions of their apps. Their most popular app, English Grammar, was downloaded by more than a million people in nearly 120 countries. However, the company wanted to deliver high-quality, language-relevant ads worldwide—an important capability because Eltsoft’s users live all over, from the United States and Europe to Asia and South America. They needed a simple platform that could help them monetize their apps while ensuring a positive user experience.
Case Study
The Google Analytics 360 Suite offers AIDA Cruises insights and efficiencies at scale
AIDA Cruises, a market leader in the cruise industry, wanted to understand the online journey of its customers: how customers were acquired, how they behaved, and when they converted. The company aimed to offer guests an unparalleled vacation experience, improve the environment, and create a secure, success-oriented future for all employees. AIDA needed to relaunch thousands of pages, including a full online booking system, and track the results. The company wanted to create an agile and scalable reporting and analysis environment to help all teams access data to enable better decisions.
Case Study
Jackpot: APMEX doubles new user revenue with Google Optimize 360
APMEX, one of the nation’s largest precious metals retailers, was facing a challenge. Despite being a large company, its marketing resources were limited. However, the company was committed to providing its online customers with a concierge-level customer experience, similar to the personal experience customers get over the phone. To stay on top of its customers’ needs and emerging trends in ecommerce, the APMEX team had been using Google Analytics 360 for more than five years. They were looking for a solution that could help them deliver more personalized customer experiences.
Case Study
Google Analytics 360 empowers Avvo to make better product decisions
Avvo, an online legal marketplace that connects consumers with lawyers and legal advice, was facing a disconnect between the pricing of sponsored advertising and the customer value it offered. The pricing was based on feeling rather than fact, making it difficult for the sales team to prove value to new prospects or implement demand-based price adjustments on existing accounts. The team needed to understand the number of impressions and clicks on sponsored advertising positions by region and legal specialty. If consumers in a particular region spent more time exploring content or clicking on ads for a particular specialty, then the value of advertising for that service in that region should be higher—and the price should be increased accordingly.
Case Study
With insights from Google Analytics, BuildDirect increases sales by 50 percent
BuildDirect, a virtual organization operating in over 100 countries, was experiencing rapid growth and was eager to improve the efficiency of its online spending. The company had a good marketing mix that combined search advertising, email newsletters, and online customer signups. However, the challenge was to improve performance by discovering which tactics worked and which didn’t. With a marketing budget that approached $1 million per quarter in the first years of operation, it was crucial for BuildDirect to optimize its spending. The company turned to Google Analytics (GA) to replace an existing analytics package, hoping to see immediate benefits.
Case Study
Google Mobile App Analytics in Game Design and Optimization
Certain Affinity, a game developer based in Austin, Texas, was working on their first mobile title, Age of Booty: Tactics. They wanted to leverage analytics to inform game design and optimize monetization. The goal was to quantify and improve overall retention, monetization, and virality of the game. They also wanted to provide a timely cadence of analytics-driven feedback to influence development and live team. However, they were frequently frustrated by the cost, size, and limited flexibility offered by many analytics solutions.
Case Study
Global Tech LED Brings Back Its Best Customers Using Remarketing With Google Analytics
Global Tech LED, an LED lighting design and manufacturing company, was looking to increase the adoption of its Solstice® LED modules. These modules are universally compatible with HID fixtures, making them ideal for retrofits. The company had successfully used Google AdWords to increase the number of phone customers. However, it faced the challenge of keeping visitors engaged, bringing them back to its site, and moving them down the purchase funnel. The company wanted to focus on high-potential customers who were most likely to engage and make purchases.
Case Study
New Brunswick increases tourism by matching audiences to activities
The New Brunswick Department of Culture, Tourism and Healthy Living (CTHL) and their agency, T4G, were looking to increase tourism to the province. They launched a website full of New Brunswick trip ideas to support CTHL’s summer campaign – “My New Brunswick Finds”. The primary goal was to increase engagement for two target audience segments with activities and experiences that suited their interests: “No-Hassle Travellers” and “Cultural Explorers/Authentic Experiencers”. CTHL needed support for the seasonal marketing campaign. They wanted to use analytics to evaluate its performance, and also influence decisions for future campaigns. Since the window to attract visitors is both short and competitive, they needed a platform that was agile enough to evaluate what was working and what wasn’t, and a partner who could make changes to strategy and tactics on-the-fly.
Case Study
Obama for America uses Google Analytics to democratize rapid, data-driven decision making
Obama for America (OFA), the official re-election campaign for President Barack Obama in 2012, needed to engage supporters, reach and influence persuadable voters, and activate supporters to vote. The campaign was time-sensitive and required quick and easy access to actionable data. The ability to do rapid, real-time optimization was especially important during the Presidential and Vice Presidential debates. The campaign needed to speak to their supporters and persuadable voters who were researching online during the debates. They needed to anticipate issue-related search terms that they would need to target, but they couldn’t be prepared for every possibility.
Case Study
Google Analytics helps TV App Agency efficiently produce high-quality data for their connected TV clients
TV App Agency, a pioneer in the development of applications for connected TVs, was facing a critical need to record data on clicks and downloads on apps for connected TV. The emerging platform was facing questions about monetization, and the agency needed to understand what consumers wanted from the apps. They wanted to gain data-led insights into future development. However, there were no existing statistics on what happens after a client downloads these apps. The agency spoke to a host of vendors offering analytics capabilities based on numerous APIs, but found that many were complex and difficult to implement.
Case Study
Fashion retailer Dafiti enjoys new operational efficiencies and a 25% boost in site speed
Dafiti, a fashion retailer operating across Brazil, Argentina, Chile, Colombia, and Mexico, was facing challenges with managing tags across multiple sites. The company had to maintain more than 100 tags from media partners across a variety of tools. This led to two major issues: increased page load times and a significant dependency on IT staff to address tagging needs. Some tags were deployed within Dafiti's CMS platform, but many required a different rule to be 'fired,' necessitating implementation support from IT. The company was looking for a solution to manage tags efficiently, reduce dependence on IT, and decrease page load times.
Case Study
Magazine Luiza boosts speed by 8% and ROI performance on AdWords by 30% using Google Tag Manager
Magazine Luiza, one of the largest retail chains in Brazil, was facing challenges in managing its Google AdWords campaigns. The company had a large number of tags on its website, which was making the tracking and management of its campaigns complex and inefficient. The company wanted to reduce the number of tags to a minimum and simplify the measurement and management of its campaigns. The company's IT team was handling all of the tag implementations, changes, and requests, which was time-consuming and inefficient.
Case Study
Rail Europe enhances page load speed by 20%, eliminates inconsistencies and saves effort
Rail Europe, the largest distributor of European rail products in North America, operates several B2C and B2B websites catering to US, Canadian and Latin American markets. With up to 20 domains making up the portfolio, the company was struggling with managing tags across all these sites. The implementation and maintenance of these tags was a complex process due to the significant amount of custom data that needed to be exposed. Web developers were spending valuable time on redundant tagging tasks, diverting resources away from enhancing the functionality of the Rail Europe websites. As vendors and technology partners changed over time, tags that had already been deployed would often linger forgotten on sites, burdening page load times and potentially exposing proprietary performance data to third parties. The online marketing team depended entirely on available IT staff for all tag management needs, leading to delays in new tag implementation and lack of valuable insights.
Case Study
TransUnion reduces costs and improves conversions with Google Analytics 360
TransUnion, a global credit information company, was seeking to increase marketing efficiencies across its AdWords and DoubleClick campaigns. The company aimed to increase the number of conversions and test a variety of audience lists without increasing tagging complexity. TransUnion wanted to find more customers while reducing waste in search and display campaigns. Specifically, the company wanted to make marketing efforts as efficient as possible while driving higher conversion rates on AdWords and DoubleClick ads. As a Google Analytics 360 customer for over three years, it was natural for TransUnion and its agency, Digitas, to examine audience behavioral data from Analytics 360 to execute more effective remarketing.
Case Study
Rasmussen College Case Study
Rasmussen College, a private, career-focused college with 24 campuses across six states and online, wanted to understand the importance of tuition costs to prospective students and if that information was a factor in their higher education selection process. They had created a tuition cost estimator for prospective students to use on their site, but there was no way to track engagement. This lack of knowledge regarding a prospective student’s use of the tuition estimator tool limited the ability of Rasmussen College to accurately position the value of an investment in a college education. They wanted to increase new student enrollment inquiries, determine price sensitivity across schools of study, and increase task completion for prospective students seeking tuition information.
Case Study
Sellpoints moves beyond last-click attribution to double performance of non-brand paid search and triple performance of display
Sellpoints, an expert in online selling, wanted to help one of its global clients make informed marketing decisions and drive performance improvements. The agency aimed to obtain a more accurate understanding of users’ paths to conversion. They realized that attributing all the credit for a sale to the final click along the conversion path doesn't provide a true reflection of reality. Conversion paths are complicated; a user may begin with a search using generic terms, see and click on a display ad, perform another search later using narrower branded keywords, click on a paid search ad and eventually convert after a wide variety of online actions. A last-click analysis ignores all of these actions except the final one.
Case Study
AccuWeather Unlocks Cross-Channel Impact Using Measurement Protocol in Google Analytics Premium
AccuWeather, the world’s largest weather media company, was facing a challenge in tracking the effectiveness of its various customer touchpoints. The company provides real-time weather information through its website, mobile apps, and custom email services. However, it was struggling to collect data from each of these touchpoints for a comprehensive analysis. The company wanted to evaluate how many of its weather forecast email alerts were being opened and attribute credit to campaigns that drove users to app store pages. Additionally, some users were interacting with AccuWeather’s content on devices that did not support JavaScript, requiring a different solution. The team wanted to collect this new data without compromising the company’s fast and simple user experience.
Case Study
AccuWeather delivers enhanced value to advertisers with DoubleClick for Publishers + Google Analytics 360
AccuWeather, a company that provides real-time weather news and information to more than a billion people worldwide, wanted to provide additional value to advertisers and boost ad revenue on its website. The team wanted to better understand the weather needs of visitors so that they could match them with more specific and relevant messages from ad partners. However, before linking their DoubleClick for Publishers (DFP) account with Google Analytics 360, AccuWeather couldn’t easily see the intersection of this data or how the behavior of various website visitors affected its revenue.
Case Study
Amari Hotels harnesses the power of Multi-Channel Funnels to optimize the mix of its digital marketing channels to drive a 44% increase in website sales
Amari Hotels, a member of the Onyx Hospitality Group, was seeking to gain a better understanding of how its different digital marketing channels interacted with each other to influence sales. The company was particularly interested in understanding how their email marketing campaigns influenced sales further down the line and how a visitor's interaction with their organic search results would affect their interaction with paid search ads in the future. The company was struggling to find answers to these questions, which were crucial for managing their digital channels effectively.
Case Study
Gilt Groupe embraces the advanced functions of Google Analytics Premium and experiences a companywide culture shift toward data-driven decision making
Gilt Groupe, a private shopping site based in New York City, aimed to capture more detailed information at the user level, obtain detailed data for every customer visit and touch point, connect website data to data warehouse, drive more qualified traffic to the website and improve ROI, and cross-reference user purchase behavior with demographic data. The company had implemented Google Analytics in 2011, replacing a previous solution. However, Gilt was subsequently attracted to Google Analytics Premium to access unsampled data and capture more detailed information at the user level in order to make decisions on statistically sound data. The company wanted to examine a wider variety of key metrics in order to gain a more holistic view of customers.
Case Study
Data Driven Attribution unlocks additional conversions by finetuning generic paid search spend
HomeAway, an online vacation rental marketplace, wanted to better understand the impact of paid search (both generic and brand) and display on conversion likelihood. Their goal was to drive site visits that convert to inquiries on the properties listed on their website. However, traditional Last Click models did not provide the full picture of the customer journey and the impact of different marketing channels. Therefore, they needed a more comprehensive approach to attribution modeling, which assigns credit to different consumer interactions that take place prior to a sale or lead.
Case Study
After InsureandGo Implemented Google Tag Manager, Customer Insights Grew Threefold
InsureandGo, the UK's largest travel insurance specialist, was looking to gain a holistic view of the customer journey and understand the consumer decision-making process. The company wanted to apply these insights to optimize their website. They had been using Google Analytics for several years to gain insight into site conversion rates, funnels, customer behavior, and page optimizations. However, they wanted to increase their emphasis on comprehending the full customer journey. They wanted to understand the decision-making process in each area of the business, see what the different conversion rates are, and decide which products to display and where.
Case Study
Klarna tracks third-party iframe with Universal Analytics’ cookieless approach
Klarna, one of the biggest providers in Europe of in-store credit and invoice-based payment solutions for the ecommerce sector, was facing a challenge with tracking customer interactions on their platform. The company's checkout solution was hosted on an iframe located on the merchant's domain, but the actual iframe contents were hosted on Klarna's own domain. This posed a problem as browsers such as Safari on iPhone and iPad, and later generation desktop browsers such as Internet Explorer 10 prevent third-party cookies by default. Many analytics solutions rely on the use of cookies, and Klarna was losing nearly all iPhone visits and many desktop visits due to this issue.
Case Study
Online Food Retailer Slices and Dices Shopping Cart Abandon Rates to increase e-commerce sales by 70% in key regions
LaTienda, an award-winning, family-owned business supporting artisanal firms in Spain, was looking for opportunities to grow sales. They had been seeing great success with their online orders, but they wanted to understand the impact on sales of varying shipping rates for a subset of products. They knew that a key product category required more expensive shipping methods if it was too far from LaTienda’s Virginia warehouse. They grouped visitors into two regions: Region A visitors were close enough to the warehouse to always get reasonable shipping costs. Region B visitors were everywhere else, and had to use a more expensive shipping method for the key product category.
Case Study
Ligne-en-ligne.com & Keley Consulting Leverage Google Analytics to Maximize Marketing Budgets
Ligne-en-ligne.com, a leader in the French diet and well-being market, relied heavily on its affiliates network to attract new members. However, the team identified a potentially threatening dependence as a large part of the subscriptions came from affiliates, accounting for the largest part of marketing expenses. The team wanted to understand the behavior of customers coming from affiliates, the primary sales driver, and how consumers who choose the highest value offers behave. They also aimed to diversify and optimize their digital marketing budget. To address these issues, they partnered with Keley Consulting, a Google Analytics Certified Partner, to analyze their traffic acquisition strategy.
Case Study
Display leads increase 10% while cost per lead remains flat thanks to Data-Driven Attribution
A large telecommunications firm that uses digital advertising to increase brand awareness and drive sales sought to understand how display advertising, in combination with other channels, was helping to drive leads among small and medium-sized business customers. A heavy internet advertiser, the firm turned to Google Analytics Premium and MaassMedia to leverage advanced Data-Driven Attribution modeling. In taking this approach, it aimed to measure the impact of display touch points on lead generation and to make better decisions around budget allocation and optimization. The marketing division wanted to expand its reach into new customer bases. Display offered a significant new source of inventory, but it had traditionally been difficult to measure its impact on lead generation. Purely click-based metrics suggested that display was not providing enough return on ad spend. At the same time, view-through metrics did not take into account how display worked with other channels, such as paid search, affiliates and email. The team wanted an approach that would properly credit display touch points throughout the customer journey.
Case Study
Nissan Motor Company gains deep insights into users’ product preferences with Google Analytics e-commerce
Nissan Motor Company, a global automotive company, wanted to gain a deeper understanding of their audience's product preferences to make informed decisions about serving demand in local markets. They own a network of websites worldwide that help consumers decide which Nissan vehicle they'd like to purchase. On these sites, visitors can explore products and services, download localized versions of promotional materials, and submit a reservation for a test drive. However, Nissan wanted to access much greater detail, such as users' preferences according to car type, model, and color, to measure more information about each inquiry within their Google Analytics reports and make better decisions about the allocation of inventory in local markets.
Case Study
On the Beach uses attribution to gain increased sales and 25% growth in ROI
On the Beach, a leading UK travel agency, was looking to drive increased sales and grow their business online. They offer value for money flights and hotels to the world’s most popular beach holiday destinations, providing consumers with a huge selection of travel products, including 50 million airplane seats and more than 30,000 hotels. In a highly competitive market, On the Beach wanted to ensure that its search campaign was optimised for return on investment. The company does not run any TV advertising, so generic (non-brand) search is crucial for introducing the brand to the buying public. However, the value of generic search can be difficult to measure when using a ‘last click wins’ attribution model.
Case Study
Optimizely Sees Results With Funnel-Stage Remarketing
Optimizely, a leading online A/B testing and experience optimization platform, was seeking a data-driven solution to provide rich user insights and to re-engage users. The company wanted to show customized messages based on a customer’s stage in the relationship with the brand, with the aim of advancing them to the next step in the customer journey. The challenge was to find a granular yet simple way to remarket to visitors at specific points in the sales funnel using a data-driven analytics platform that’s native to Google AdWords.
Case Study
By tailoring the features of Google Analytics, LunaMetrics helps PBS increase both conversions and visits by 30%
PBS, a private, nonprofit corporation, was facing a challenge in monitoring the web performance of all its properties. They had a selection of web analytics tools installed, but these proved difficult to maintain and use. PBS wanted to develop a coordinated approach to analysis and reporting that would inform their future strategic decisions. They needed a cohesive system across the entire enterprise, and for this they turned to Google Analytics. In addition to top-level analysis of PBS.org and PBSKids.org, they also hoped to implement a solution that would allow producers of individual programs to see only the data on those pages and microsites that related to their own shows. This challenge proved more difficult than the standard implementation of Google Analytics, since giving a producer access to one show would not only allow them to see all other shows, but would also force them to dig through massive amounts of data in order to find their own.
Case Study
Posadas implements Event Tracking to better understand conversion funnel abandonment, sees conversion rate uplift of up to 88%
Posadas, Mexico’s largest hotel chain, was looking to improve its conversion rates by gaining a better understanding of customer behavior during the booking process. The company was using Google Analytics to analyze its website’s efficiency in converting visitors into customers. However, Posadas wanted to segment the traffic flowing through the conversion funnel to make a differentiated analysis for each of its over 100 hotels. The company also wanted to enrich the abandonment analysis by uncovering the opportunity cost of users leaving the booking process before completing a transaction.
Case Study
Rozetka increases direct marketing revenue by 18% using Related Products in Google Analytics
Rozetka, Ukraine’s leading online retailer, was looking to increase revenue per user and average order value. The company had a large customer database and a wide variety of products, which provided a significant amount of data that could be used for product recommendations based on users' behavior and transactions. However, Rozetka needed help with product bundling, merchandising, product recommendations, and email campaigns. The company aimed to monetize its customer database through repeat sales and improve its direct marketing efforts.
Case Study
SFMOMA Chooses Google Analytics and Masters the Art of Metrics
The San Francisco Museum of Modern Art (SFMOMA) was one of the first museums to launch an institutional website. Their primary goal was to develop rich, dynamic content that engages visitors and keeps them coming back to the website as well as the physical museum. SFMOMA’s website receives nearly four times the number of visits than the physical museum. Providing compelling digital content that visitors want was as critical as hosting popular exhibitions. SFMOMA had been using another web analytics tool, but suspected an issue with accuracy. They were unable to monitor the usage of key investments in the website - such as audio, video, and specialized content. Finally, e-commerce tracking had not been installed properly, and so they were not measuring revenue or product sales from the online store.
Case Study
Google Analytics Intelligence Alerts help Shoes of Prey capture valuable traffic and gain conversions
Shoes of Prey, an innovative bespoke shoe label and online retail store, was looking to forge online partnerships leading to sales opportunities. As a new start-up, the company relied heavily on positive buzz about their products, so staying up-to-date on what’s being written about Shoes of Prey across websites and blogs was crucial. The company needed a way to monitor their website’s traffic and identify which blogs were sending the most valuable converting traffic to their website. They also faced the challenge of accurately tracking their conversion funnel due to their use of PayPal for payment processing.
Case Study
Swissôtel AdWords Optimization Generates Vast Improvements in Per-Visit Value Metrics
Swissôtel Hotels & Resorts, a group of deluxe hotels in 26 cities worldwide, was facing challenges in understanding the performance of its digital marketing spend and monitoring user behaviors to tailor advertising for maximum appeal. The hospitality sector is highly competitive in search marketing, making it crucial for Swissôtel to track where its digital marketing spend is going and whether it's effective. Additionally, the ability to monitor who is spending money with the company is a significant benefit to investing wisely and generating future income. Swissôtel was running Google AdWords campaigns in Australia, the US, and the UK for one of its Singapore properties. The goal of the campaign was to drive sales by getting prospective customers to click on their AdWords ads and then make a purchase on their site.
Case Study
Adviso and Technologia use the power of Multi-Channel Funnels to discover the true paths to conversion
Technologia, a leading business training firm in Montreal, had been successful with paid search marketing for years. However, they wanted to understand the influence of cost-per-click advertising on conversions, not just at the moment of sale, but in the days and weeks beforehand. They knew that potential customers did detailed research and made multiple visits to their website before buying. The challenge was to understand what influenced these customers along the way. They suspected that organic search and paid advertising were having just as much to do with sales as the strength of the Technologia brand.
Case Study
TechSmith explores Data-Driven Attribution to uncover Display impact and opportunities
TechSmith, a software company based in Okemos, Michigan, develops a variety of applications designed to narrow communication gaps through images, videos, online hosting, and remote usability testing. Online advertising is a key lead source for them, and they have used Google’s advertising tools over the years. TechSmith understood the importance of display advertising and its broad reach allowed them to find new customers who were previously unfamiliar with their products. However, they felt they were underestimating the impact of display using a Last Interaction Attribution model. TechSmith wanted a way to quantify Display’s effectiveness throughout the conversion funnel.
Case Study
TiVo Partners with E-Nor and Google Analytics to Build a Better Mobile App
TiVo Inc., a global leader in the advanced television entertainment market, wanted to supplement its existing log-based tracking solution with an analytics tool better suited to its needs and budget. The existing solution required heavy customizations and significant development knowledge, and also kept data somewhat sheltered from teams that needed to see it most. TiVo’s app for smartphones and tablets allows customers to browse and schedule recordings and download or stream live or recorded shows to their mobile device, anywhere, for on-the-go viewing. The company wanted to measure user behavior inside the mobile app, see app usage patterns by category, and understand what content is consumed and how.
Case Study
Twiddy & Company Increases Revenue by 18.6% Using Google Analytics Real Time API
Twiddy & Company, a family-owned vacation rental company, was facing a challenge in keeping visitors on their page for as long as possible. They wanted to communicate to their guests that they were competing with other visitors for the rental homes. If visitors waited too long to book, they might not get their first-choice rental. The company was also facing a challenge with their business model. The transparency of supply through the website put all the leverage into the guests’ hands. The closer they got to the time of occupancy, the more the guests could negotiate. This was leading to Twiddy’s owners sacrificing revenue by not always filling rentals.
Case Study
Cross-device measurement in Universal Analytics empowers Westwing to understand the purchasing paths of customers
Westwing, a leading international ecommerce company for home and living products, was facing a challenge in understanding cross-device usage patterns and purchasing paths of its customers. As members increasingly seek inspiration and buy products across multiple devices and platforms – including desktop, smartphone and tablet – purchasing paths grow in complexity. Westwing recognized the need to develop a clear understanding of cross-device usage habits in order to create effective marketing plans. The company began using Google Analytics when the business launched and upgraded to Google Analytics Premium in collaboration with Google Analytics Premium reseller Trakken in 2012, which enabled them to improve accuracy with unsampled data and increase speed with the freshest data possible.
Case Study
Wiggle looks to Google Analytics Premium for fast, accurate reporting
Wiggle, the UK’s number one online cycle shop and the country’s fifth most popular online sports shop, was facing challenges in aggregating data from multiple sources and gaining meaningful insights into campaign performance. The company wanted to continually convert website visitors into customers to maintain and increase their competitive advantage. Promotions were a top influencer in obtaining conversions, so Wiggle’s website content manager Naveed Nasir turned to Google Analytics Premium for support in refining measurement for this critical area of online revenue generation. His goals were to measure campaign performance, analyze e-commerce data from the campaigns and optimize the campaigns’ aesthetics – all with maximum efficiency.
Case Study
Marketo Sees 10X Higher Conversion Rate Vs. Traditional Display Remarketing With Google Analytics
Marketo, a leading marketing automation software company, needed a platform that could combine external data with user site behavior, allowing it to increase the relevance of its marketing. The company's main objectives were to reengage potential customers at each stage of the funnel, first educating them on its products and later encouraging them to complete a lead form. To achieve these goals while getting full visibility across all its channels and programs, Marketo turned to Google Analytics. The challenge was to improve customer engagement and generate more conversions by tying data obtained from Marketo’s Real-Time Personalization product to an online remarketing campaign.
Case Study
Jobs2Careers Doubles Conversions and Increases Workflow Efficiency Using Google Tag Manager
Jobs2Careers, a rapidly expanding job search engine, was facing challenges with its tag management system. The company was using AdWords campaigns to attract relevant users to its site, specifically targeting 35- to 54-year-old job seekers. However, whenever the company wanted to update campaigns with new creative content, it had to edit tags manually. This process required collaborative support from both the marketing and engineering teams, often leading to bottlenecks in workflow as one team would have to wait for the other to complete its part of the tag update. The company was in need of a better solution for tag management to streamline its efficiency and increase conversions.
Case Study
Cancer.org Donations Rise 5.4% With Help From Google Analytics
The American Cancer Society, a century-old organization dedicated to fighting cancer, was facing a challenge in understanding how users interacted with their various websites and mobile apps. They were aware that their digital platforms were being visited by users with different needs and goals, but it was difficult for their digital marketing team to isolate these customer segments and assist them in achieving their goals. Additionally, the Society wanted to address concerns with the Google Analytics implementation on its sites, monitor how its users changed behavior over time, and remarket to all segments once they were identified. To tackle these challenges, the Society turned to Search Discovery, a digital analytics and marketing company.
Case Study
Big Bang Boosts Sales by 274% With Help From Red Orbit
Big Bang, one of Slovenia’s largest consumer electronics retailers, decided to put more focus on online sales after a major strategic overview in 2013. Their ambitious goal was to increase online revenue by 250% by the end of 2014. To achieve this, Big Bang’s team needed to better understand the consumer decision journey (CDJ) and then use what they learned to improve their customers’ experiences. They needed to find the most important digital channels and touchpoints on the customer journey and measure, analyze, and optimize every step of its online and offline performance.
Case Study
Smarter Travel Media liberates resources to tackle new high-value marketing tasks
Smarter Travel Media, a portfolio of online travel brands, was facing challenges in managing and organizing remarketing tags. The task of adding new tags to the website was constant and was handled by the development team. The process was ad hoc and required significant resources, taking anywhere from several days to a few weeks to release. The company wanted to improve turnaround times, alleviate the burden on development staff, and manage tags without having to go through a scheduled release. They needed a faster and simpler way of adding tags to their portfolio.
Case Study
The Google Analytics 360 Suite increases Domino’s monthly revenue by 6%
Domino's, a leading pizza delivery chain in the U.K., Republic of Ireland, Germany, and Switzerland, was facing challenges in integrating marketing measurement across devices and creating a holistic view of customer behavior. The company's success stemmed from early investments in strong e-commerce and m-commerce platforms that facilitated easy pizza purchases. However, the siloed analytics data from channel-focused tools restricted the team's ability to gain insights across all devices and channels. The team realized that valuable data insights were waiting just out of reach. To drive success, they knew they must break down silos, connect data sets, and gain efficient reporting for a more holistic and actionable view of customer behavior.
Case Study
MercadoLibre delivers audience precision in Programmatic Guaranteed Deals
MercadoLibre, one of the largest e-commerce sites in Latin America with over 130 million registered users, sought to grow its revenue by leveraging its proprietary audience data. The company's high traffic volume offered unique opportunities for advertisers to reach large audiences with high purchase intent across a wide range of product categories. However, to maximize these opportunities, MercadoLibre needed to segment its audience data more effectively and package it into Programmatic Guaranteed deals. This would allow advertisers to target users more likely to buy their products and tailor their creative executions for each segment, thereby increasing the effectiveness of their campaigns.
Case Study
Panasonic improves return on advertising spend by 30% with Google Analytics 360
Panasonic, a global product manufacturer, was facing challenges in managing and analyzing its marketing data across various divisions and advertising platforms. The company was struggling to fully understand which keywords and display ads were driving real audience engagement with their website. The lack of a unified view of their marketing data was hindering their ability to treat it as a common corporate asset. Additionally, Panasonic was finding it difficult to reach the right customers and improve their digital marketing performance.
Case Study
Luxury retailer Reebonz reaches fashion savvy shoppers with Google Analytics 360 and DoubleClick Search
Reebonz, a luxury marketplace for high-end fashion products, was facing a challenge in understanding the impact of their ads along an increasingly fragmented customer journey. With the rise in worldwide mobile usage, the company wanted to understand how their ad spend was reaching and influencing users who convert across devices. The company was keen to discover the influence of mobile on their own path to purchase. They were working with multiple partners to leverage best-in-class capabilities across insights and execution, but needed a more integrated and comprehensive view of their customer journey across devices.
Case Study
Google Analytics 360 and BigQuery improve efficiency and insights for Skyscanner
Skyscanner, a leading global travel search company, wanted to understand anonymous customer behaviour on a more granular level. They were keen to dig deeper into the data to get more insight and further optimise their products. Skyscanner wanted to drill down into specific markets, device types and marketing channels. Plus, certain teams within the company wanted to understand the performance of individual site functionalities. They needed to see how well interactions with given functionalities affected conversion rates. Finally, the company wanted to create detailed cohorts to understand how users interact with Skyscanner over time.
Case Study
Google Analytics 360 boosts campaign and content marketing performance for TalkTalk
TalkTalk, a leading provider of broadband, TV, and phone services in the UK, wanted to gain a better understanding of its customers and reach them with more relevant campaign messages across channels to win more sales. The company aimed to integrate its own CRM system data with Google Analytics 360 to gain deeper insights into customer behavior. The goal was to increase return on investment and generate incremental sales. The challenge was to integrate customer product information from the CRM system into Google Analytics 360 using custom dimensions and utilize DoubleClick Bid Manager integration with Analytics 360. The company also aimed to execute audience sharing with AdWords and run an Analytics 360-enabled remarketing campaign.
Case Study
Attracting Diverse, Top Talent with Google Analytics and Remarketing Lists for Search Ads
Teach For America is an organization that recruits distinguished individuals to become teachers in low-income communities to confront educational inequality. These individuals are some of the most desirable job applicants in the world, pursued by big brands offering big salaries. Keeping these applicants engaged throughout a rigorous selection process is essential. The challenge was to stay top-of-mind with these illustrious applicants. Some qualities valued by Teach for America are difficult to quantify, like leadership or passion for equality while others are fairly easy. For example, an applicant’s GPA helps the organization understand the individual’s academic achievement. Teachers with backgrounds in science, technology, engineering, and math (STEM) are in high demand by schools around the country, so Teach For America is focused on attracting more people with these backgrounds into the corps.
Case Study
U.S. Cellular reveals the true impact of digital media on sales with Google Analytics 360
U.S. Cellular, the fifth largest telecommunications provider in the US, was facing a challenge with their multi-channel marketing efforts. They were noticing that sales originating from online media were being mis-credited to offline channels such as in-store and telesales. This was causing artificially inflated offline sales numbers, which was clouding the team’s ability to accurately forecast sales by channel, perform customer value analyses, or optimize their media mix. The company needed a solution to correctly credit online sales to digital media, accurately forecast sales by channel, and optimize the media mix.
Case Study
Google Analytics 360 and DoubleClick Bid Manager boost conversions by 423%
eFinancialCareers, the world’s leading financial services careers website, was handling more than 4 million job applications from 19 global markets on its site each year. The company wanted to make better use of Google Analytics 360, part of the Google Analytics 360 Suite, as a strategic aid, not just an analytical tool. The company's main goal was to boost the number of job applications coming through the website from programmatic ads. To achieve this, they needed to gather and analyze behavioral, demographic, and geographic insights about site visitors to make sure it was attracting and retaining high-caliber candidates.
Case Study
Google Attribution 360 lets Erwin Penland see holistic marketing impact
Erwin Penland, an innovative agency, was tasked by its client, Advance America, to grow business without raising the budget. The goal was to attract as many prospects as possible while driving down effective cost per conversion (eCPC) to make existing marketing budgets work harder. The agency had been using last-touch ad server data to guide display and search investments. However, looking only at last touch attribution leaves much of the customer journey unmeasured. This limited view doesn’t credit all channels and touchpoints, or reveal cross-channel impacts. Erwin Penland needed a more holistic view to help Advance America succeed.
Case Study
Google Attribution 360 helps automotive brand drive marketing innovation
A leading automotive brand wanted to modernize its marketing measurement tool set and implement measurement best practices to pave the way to a new era of marketing insight and performance. The brand engaged Carat USA to help finalize their data ecosystem. The first step was to select an attribution provider. After evaluating analyst reports, Carat recommended Google Attribution 360, part of the Google Analytics 360 Suite, as the best option. The goal was to improve overall return on investment and improve overall planning and strategy.
Case Study
A traditional bank goes digital with Google Data Studio
Česká spořitelna, the largest bank in the Czech Republic, was struggling with its data management processes. The bank had a sophisticated data gathering system, but it was more focused on collecting data than using it. Employees were manually importing data into spreadsheets, and the media agency had its own reporting workflows, leading to frequent communications and wasted time. Recognizing that data is the company’s most important asset, Česká spořitelna decided to make it a key part of every business process — from strategy to daily tasks. However, the bank needed a better solution for managing data.
Case Study
Google Data Studio makes reporting a breeze for Genesys
Genesys, a leader in customer engagement solutions, was facing challenges in data efficiency and communication across the company. The marketing and product teams at Genesys were passionate about using data to optimize their user experience and marketing channels. However, the problem wasn’t getting the data, it was showing the data. The different offices and executives around the world had trouble logging in to view the data — and once they did, the reports were intimidating and confusing. To improve this situation, Genesys turned to Analytics Pros, a digital analytics agency.
Case Study
Google Attribution 360 uncovers new opportunities to drive success and sales
Lenovo, a global leader in personal technology, was facing challenges in marketing measurement. The company was using a rules-based measurement model that allowed multiple channel owners to claim credit for the same sales. Each channel reported results separately, resulting in inflated last-click attributed results of 371% of actual sales. This made it impossible to tell which marketing investments actually drove sales. Lenovo also had a blind spot regarding who was purchasing what. The company wanted to effectively reach existing customers to drive repeat purchases.
Case Study
Google Tag Manager 360 offers GoPro more control and marketing flexibility
GoPro, the world's leader in wearable and gear-mountable cameras and digital devices, was facing a challenge with the management of its digital marketing activities. The growing popularity of GoPro products led to an increase in the complexity of their digital marketing activities. This resulted in dozens of tags measuring countless engagement activities across its web properties. Over time, managing versions, deployments, and changes of these tags had become a burden. As the company grew, it was critical to find a way to manage tags that would scale as the marketing strategy evolved.
Case Study
Google Attribution 360 insights boost new and repeat business for ideeli
Founded in 2006, ideeli is one of the fastest growing retailers in the US. With more than 6 million members and more than 1,000 brand partners, ideeli has pioneered a new way to shop the hottest brands at exceptional prices online. As the business scaled, so did the brand’s marketing needs. In 2011, ideeli noticed that marketing measurement data was failing to provide meaningful insights. Inconsistencies from looking only at last-click attribution were clouding the ideeli team’s view. Their audience engaged with so many touchpoints before purchasing, it was impossible to tell which ones really mattered. The team couldn’t even tell whether sales conversions were from repeat customers or new customers. Without understanding which touchpoints were the most useful to each kind of customer, optimizing marketing efforts became a guessing game. The brand was both over- and under-spending across channels as a result.
Case Study
The Motley Fool increases order page conversion rate by 26% with Optimize 360
The Motley Fool, a company dedicated to helping the world invest better, was facing a challenge with their newsletter order page. Despite email campaigns driving visitors to the page, a high percentage of those sessions were not leading to an order. The company's marketing team's main goal was to attract new visitors to its content and convert them to paid newsletter subscribers. They used Analytics 360 to measure their performance against this goal and to better understand customer behavior on their website. However, they identified a weak link in the sales chain and decided to try a new approach to improve the conversion rate.
Case Study
‘All Killer, No Filler’: The Next Web finds the right message with Google Optimize 360
The Next Web, a technology-media company, hosts two annual conferences in New York City and Amsterdam, attracting over 20,000 attendees. The company uses promotional messages within articles on its website to drive potential attendees to the conference website and sell tickets. However, finding the right combination of messages to increase traffic to its conference website was a challenge. The process of testing new messages required significant effort from several teams, including marketing, analysts, developers, and quality assurance. The process was time-consuming and inefficient.
Case Study
With Google Optimize 360 Transavia cuts mobile homepage bounce rate by 77%
Transavia Airlines, a Dutch low-cost airline, was facing a challenge with its digital experience, particularly on mobile devices. With an increasing number of consumers researching and booking travel on mobile devices, the brand wanted to help customers find the relevant product as quickly and easily as possible. The company shifted its focus from introducing new products to optimizing existing ones, with the goal of improving the digital experience to drive revenue and internet check-in rates. Transavia had a process for continuous optimization in place, but it needed a more efficient and effective solution.
Case Study
Google Analytics 360 boosts website engagement by 30% - Wyndham Vacation Rentals wins with improved user experience
Wyndham Vacation Rentals, a company that helps families find the ideal professionally managed vacation rental for their travel needs, faced several challenges. With more than 9,000 North American properties, the company struggled to ensure that all available and relevant properties appeared in customers’ search results. This was crucial to avoid being left with remnant inventory. Additionally, with so many options to choose from, some customers were having difficulty finding the property that best met their needs. Wyndham recognized that the site’s user experience needed improvement. The company also wanted to better understand how seasonality affected vacation search lead time. This insight would help the marketing team better align marketing programs and spend with peaks in consumer demand.
Case Study
An airline soars with Google Data Studio
airBaltic, a regional airline based in Latvia, was facing a challenge with its data and analytics strategy. The company's data was siloed in separate proprietary systems like booking platforms and revenue management tools. This made it difficult for the company to make data-driven decisions. Additionally, the company was spending a substantial amount of time and investment generating reports from different data systems. Sharing information across teams and third-party agencies was also a challenge. The executives at airBaltic recognized the need for change and sought to streamline all of its different data sources across Google (AdWords Performance, Bigquery pulls) and internal systems.
Case Study
A publisher creates data-driven content with Analytics 360 and Data Studio
Shueisha, a major Japanese publishing company, has embraced the digital revolution by developing apps, including Shonen Jump+, which has been downloaded more than 8 million times and boasts over 2 million monthly active users. The company uses the Google Analytics 360 Suite to measure the success of the Shonen Jump+ app by viewing data related to views and billing. However, Shueisha wanted to make its data even easier to analyze. One of Shueisha’s main goals was to increase the number of active users. Shueisha also wanted to increase revenue by improving the lifetime value of their customers. In the past, generating a report at Shueisha’s typically took several weeks — employees either had to create reports manually or outsource the work.
Case Study
Sigma Sport spins up 28% higher revenue with Google Optimize 360
Sigma Sport, a global retailer of bicycles and sports gear, was looking to increase its customer base with high potential lifetime value. The company realized that it needed to change its website experience to better engage these customers. Sigma Sport's agency, Merkle | Periscopix, discovered that 40% of Sigma Sport’s returning customers came through the homepage, but less than 2% of them were using the prominent homepage carousel to browse highlighted brands. The challenge was to understand why the number was so low and how to improve the user experience to increase engagement and sales.
Case Study
With optimizations and testing, Pegasus Airlines grows Flex sales by 22%
Pegasus Airlines, Turkey’s leading low-cost airline, was seeking to improve their digital user experience to drive sales of supplemental products. The company had been working with Hype, a Google Analytics Certified Partner, to use Google Analytics to develop an infrastructure to measure every action and dimension of the business. However, analysis of the data revealed bottlenecks in the conversion funnel. The Pegasus and Hype teams decided to focus on driving sales of Flex, an add-on product that enables customers to make unlimited ticket changes. It seemed that customers were not really aware of the benefits of the service, so Hype hypothesized that improving the copywriting and how pricing was presented could in turn improve sales performance.
Case Study
Google Attribution 360 helps Open Colleges see how TV ads turn into online leads
Open Colleges, Australia’s leading online educator, was struggling to understand the impact of their TV advertisements on online leads and enrolments. They wanted to see how TV ads translated into real leads, understand the cross-channel customer journey, and find new opportunities in their marketing mix. The key user base for Open Colleges is women ages 25–54, and direct response marketing was its traditional way of generating leads and enrolments. But television advertising was still a significant mystery for them: they felt it could be a powerful tool to reach their audience, but in a data-driven and lead-driven culture they were finding it harder and harder to measure the actual impact of TV ads.
Case Study
Data Studio Builds Better Leads For French Modular Space Company
Algeco, a French modular space company, was struggling to understand how their advertising with Google was driving client acquisition. The company was using a cost-per-lead approach but was unable to see exactly what part of digital was contributing to contracts being signed. Algeco's marketing was 75% in digital, with Google representing 25% of its digital spending. The company needed a modern marketing technology to drive new client acquisition and turned to AWE, a data-minded digital marketing agency, for insight. AWE was tasked with integrating Algeco's Salesforce customer information with information from their ads on Google and Google Analytics to provide a comprehensive view of their marketing performance.
Case Study
Ascribe and Google Surveys: Better decisions with market research
Ascribe, a leading provider of verbatim analysis and coding software and solutions, was looking to expand their offering to include an online survey solution. They wanted a tool that could provide researchers with industry-leading verbatim coding, data mining, sentiment analysis, and visualization of customer feedback. However, finding the right solution was a challenge. Ascribe spent years seeking the optimal survey tool to embed within its advanced text analysis solution to drive down the cost of high-quality survey data collection. They evaluated the preeminent survey technologies in the market, but none of them offered a flexible API coupled with a low-cost, global population sample.
Case Study
Wharton and Google Surveys: Helping Businesses Reach the Finish Line
The Westchester Track Club had a vision to establish a profitable, multi-day training program aimed at amateur runners while also providing former East African Olympians the opportunity to apply their skills and knowledge in a post-Olympics world. However, they were unsure of how best to implement the concept, or gauge its potential market value. They needed to determine what should be included in the program, how much it should cost, how they could market to interested runners, and what matters most to them. To help them with this, they consulted with a group of Wharton MBA students.
Case Study
Echelon Insights and Google Surveys: Defining the Republican Landscape
The 2016 Presidential Election presented several challenges for predictive analytics firm, Echelon Insights. With 17 candidates vying to represent the Republican Party, it was difficult for pundits to gauge the nation's pulse. The firm sought to understand the widespread popularity of Donald Trump and define his base. Traditional polling methods were no longer considered the 'gold standard', and the firm needed a new approach to reach audiences that traditional pollsters struggled to contact. Echelon Insights also aimed to validate Google Surveys as a legitimate polling platform, following its ranking as the second most accurate poll in determining the outcome of the last presidential race.
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Cisco designs and sells broad lines of products, provides services, and delivers integrated solutions to develop and connect networks around the world, building the Internet. Over the last 30 plus years, they have been the world’s leader in connecting people, things, and technologies - to each other and to the Internet - realizing their vision of changing the way the world works, lives, plays, and learns.Today, Cisco has over 70,000 employees in over 400 offices worldwide who design, produce, sell, and deliver integrated products, services, and solutions. Over time, they have expanded to new markets that are a natural extension of their core networking business, as the network has become the platform for automating, orchestrating, integrating, and delivering an ever-increasing array of information technology (IT)–based products and services.Subsidiaries/ Business Units: - Jasper - OpenDNS - CloudLock
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IBM
IBM is an American multinational technology and consulting corporation that manufactures and markets computer hardware, middleware, and software, and offers infrastructure, hosting, and consulting services in areas ranging from mainframe computers to nanotechnology. IBM is intent on leading the development of a global data field.
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Amazon Web Services
Amazon Web Services has developed the managed cloud platform AWS IoT to let connected devices easily and securely interact with cloud applications and other devices. AWS IoT can support billions of devices and trillions of messages, and can process and route those messages to AWS Endpoints and to other devices reliably and securely. With AWS IoT, your applications can keep track of and communicate with all your devices, all the time, even when they aren’t connected.On top of this platform, AWS also offers a variety of analytics solutions by AWS or third-party suppliers that can help meet all kinds of needs related to data analysis.
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Microsoft develops, manufactures, licenses, supports and sells computer software, consumer electronics and personal computers and services. Its best known software products are the Microsoft Windows line of operating systems, Microsoft Office office suite, and Internet Explorer and Edge web browsers.Year Founded: 1975Revenue: $93.6 billion (2014)NASDAQ: MSFT
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As the world leader in next-generation mobile technologies, Qualcomm ideas and inventions are driving wireless growth and helping to connect people to information, entertainment and one another. Qualcomm’s breakthrough technologies enable the convergence of mobile communications and consumer electronics, making wireless devices and services more personal, affordable and accessible to people everywhere.
