Google’s Universal Analytics, a measurement tool which examines customer behavior across multiple touchpoints, is now available to all Google Analytics customers after a beta release in October last year. These “touchpoints” constitute phones, tablets and laptops. Google says measuring this data helps marketers see how users interact with their brands.
Universal Analytics launched in October 2012 to create a way for marketers to examine customer behavior across many devices for a “complete vision of the entire marketing funnel.” Understanding behavior over multiple channels is increasingly important as users interact with businesses from multiple devices. According to Experian’s 2013 Digital Marketing Report, “Nearly one-quarter of adults aged 35 to 49 visit websites from four or more different devices in a given week.”
Tracking the Customer’s Journey Through Multiple Channels
Through Google’s Measurement Protocol, businesses can send data from their customers straight to their Analytics account. From there, these multiple data sources are processed by Google’s servers and sent back to the business for analysis. Marketers can then study relationships between a customer’s behavior on a mobile device and a website, for example, and create campaigns to maximize their conversions. The Measurement Protocol works in unison with Google’s website protocol and mobile software development kit for a complete look at behavior across different channels.
Importance of the Customer’s Journey
Experian also reported that “36 percent of U.S. organizations interact with customers and prospects in five or more channels.” This presents a problem for companies who may have only mastered website analytics, and places them at a marketing disadvantage. According to Rojeh Avanesian, VP of Marketing for PriceGrabber, Universal Analytics solves the problem of understanding user behavior. Utilizing Google’s cross-platform analysis allows PriceGrabber to offer customers “relevant content and shopping results.”
Google says Universal Analytics not only helps curate relevant content — as in PriceGrabber’s case — but also helps businesses discover how people become and remain loyal customers.
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