Google's Adam Singer shares three tools every marketer should use to discover and analyze macro insights. Learn more about Google Databoard, Trends and the customer Journey Tool and how they help marketers.
At Google, one of our core goals is to help marketers win the moments that matter by providing users the right information at the right time. However, our teams decided long ago even that wasn't enough. We go beyond helping marketers win to actually making their job easier, through tools that articulate the increasingly complex digital landscape at a high level and inform future strategies.
You're already using products like Google Analytics and AdWords to better understand your customers and gain access to actionable data for marketing. While everyone knows about AdWords and Analytics, there are other tools you may not know about.
Let's go through 3 of these tools today; I hope you'll start to explore and put them to good use!
1. Google Databoard: Use Google Research in Your Next Presentation
Across groups at Google, we publish many studies each year on a variety of subjects: from online marketing and search to mobile and digital economic trends. That's a lot of research! Our teams thought about how to make sense of it all and put it to use, which is where the idea for the Google Databoard came from.
The above graphic was created with the Google Databoard from the New Multi-Screen World study.
What you'll find data for:
2. Customer Journey Tool: Understand How Users Convert Across Vertical & Channel
As I've shared in previous posts on measurement, you have to think beyond the last click to understand digital conversions. Yet, some marketers still continue to obsess over a last-click world. As I love using visuals to prove your point, this tool is perfect to help bring even the most old school marketer forward.
This draws on e-commerce and Multi-Channel Funnels data from more than 36,000 Google Analytics clients that authorized sharing, including millions of purchases across 11 industries in 7 countries. Purchase paths in this tool are based on interactions with a single ecommerce advertiser.
What you'll find data for:
3. Google Trends: Explore Trending Search Topics
Google Trends isn't a new tool (the two above are from this year) but I think it's still one of the most interesting tools on the web for exploring hot and trending topics globally.
What you'll find data for:
There are so many possible uses here for marketers: understanding how your customers think about your category, which competitors are doing a good job building brand awareness and even macro trends in our culture. That news and location data are included is a bonus and will help add important context to trends. As a marketer and blogger, I can (and have) spend hours exploring here to find trends to persuade my team's stakeholders and spark inspiration for new ideas.
It's never been a better time to be a marketer; we've never had so much data and insights at our fingertips. I hope you'll start using some of these tools today. Google is certainly not the only company sharing these types of tools, so I highly suggest as a marketer or entrepreneur you explore what's out there to better understand macro trends. Your competitors are.
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Adam Singer is Analytics Advocate at Google, a marketing, media and PR industry speaker, startup adviser and blogger. He previously was digital director for a 300+ person global consulting team and over the course of his career has provided online marketing strategy for B2B & B2C brands in a variety of industries including marketing technology, healthcare, manufacturing, advertising/subscription-based web startups, and much in between. Singer and his campaigns have been cited by top media outlets such as TechCrunch, AdWeek, NY Times and more for creative use of digital marketing and PR. Singer blogs at The Future Buzz - an award-winning blog with more than 25K subscribers and frequently-referenced source of what's new in digital marketing.
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT