Daily Data-Informed Decisions With Google Analytics Premium and Google BigQuery

The American Precious Metals Exchange (APMEX) is the leading purveyor of precious metals, serving millions of customers worldwide. The company partnered with E-Nor, a Google Analytics Premium Authorized Reseller, to better understand the customer journey and gain insights to improve marketing initiatives.

The first challenge they tackled was to integrate various data assets by exporting Google Analytics Premium data to Google BigQuery. This was accomplished using both the BigQuery export and the User ID features to connect website behavioral data to the company internal customer profiles. This enabled APMEX to use data more effectively to interact with different types of customers.

In addition, by bringing Google Analytics data into the company’s Customer Relationship Management (CRM) system, they empowered their internal teams to make data-informed decisions on a daily basis. For example, when customers call, site usage information is now available to the customer representative talking them. 

“We have found BigQuery data to be immediately actionable. It focuses our marketing efforts, personalizes our onsite experiences, and improves the effectiveness of our sales department. When used in conjunction with our current data systems, there is seemingly no question about our customers that cannot be answered. It’s that powerful.”— Andrew Duffle, Director FP&A, Analytics & Optimization, APMEX, Inc.

As a result of the work mentioned above, APMEX has decreased the average cost per acquisition (CPA) by more than 20% while maintaining the same level of new customer orders. 

They have also used Google Analytics Premium data to build a statistical model to target valuable customers earlier in their life cycle. For customers identified in the model, the company has increased email open rates by 58%, email conversion rates by 62%, and revenue per email by 163% as compared to the overall business. 

To read more about how APMEX and E-Nor used Google Analytics Premium along with BigQuery in order to make more informed decisions, download the full case study.

Posted by Daniel Waisberg, Analytics Advocate.

New media partnerships and ad solutions for mobile app promotion

As complexity increases in the app ecosystem, successful developers are looking for new ways to measure, manage, and optimize across multiple ad networks and operating systems.  This morning, at our annual I/O conference, we announced via Livestream a new set of media partnerships and ads offerings designed to meet the unique needs of mobile app marketers.  

Transparent, open and reliable measurement solutions

For app developers looking to drive installs and engagement, it’s critical to understand the effectiveness of various media partners and placements. That’s why we have been investing in solutions to help developers apply consistent measures across a fragmented ecosystem of ad networks, and understand the quality of users that each delivers.  

Google Analytics for Apps provides an industry-leading solution for in-app analytics that is increasingly benefiting advertisers as they seek more transparency into ad effectiveness across networks.  You can already use Google Analytics to track the performance of your mobile app install campaigns and understand the lifetime value of your users on both Android and iOS. As of today, we’ve built partnerships with 20+ ad networks including InMobi and Millennial Media since launching iOS conversion tracking late last year. Data integration with these partners provides a comprehensive view of app value across networks based on the metrics developers care about (i.e., LTV and retention), helping you make better decisions on where to spend your advertising dollars. In the next few months, you’ll be able to “postback” your conversions to referring networks in order to optimize your traffic -- all made possible with a single SDK. 

And it's not just about our measurement solutions.  We recognize that developers should have choices when it comes to attribution vendors, and are committed to open solutions for the industry.  That’s why we also announced the ability to integrate app install and event data from key third party measurement partners into AdWords. Working with third parties, including Adjust, Appsflyer, Apsalar, Kochava, and Tune, we are able to increase measurement accuracy between different trackers in AdWords, ensuring your data is accurate and  reliable.

By partnering with these leading ad platforms and tracking systems, we believe we can make the entire mobile apps ecosystem stronger and more connected -- all with the goal of making developers more successful.

But we didn’t stop there. 

It’s easier than ever to promote your apps across Google 

For developers looking to promote their app, we offer a variety of placements across Google Search, the AdMob network, mobile sites, and YouTube.  And earlier this year, we announced Search Ads on Google Play. By showing ads alongside app search results, you can reach consumers right when they’re looking for a new app, at the moment they are ready to install. 

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Today we announced Universal App Campaigns, a new campaign type that allows advertisers to reach consumers across Google media more efficiently and effectively.  Universal App Campaigns offers a simple way to set up install ads for your Android apps in AdWords or directly from the Google Play Developer Console. 

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With a single campaign, you can scale your reach across Google Search, the AdMob network, mobile sites, YouTube and Google Play. Just provide us with a few inputs about your app — what your ad creative will say, the audience you wish to reach, and how much you want to spend — we’ll do the rest for you. Behind the scenes, our ad creation and bidding engines will help maximize performance for your campaigns so you can spend more time building and enhancing your apps.  Search Ads on Google Play and Universal App Campaigns will be rolled out to developers and advertisers in the coming months.

Complete solutions for your entire business

Today at I/O we also announced solutions to help you develop apps, engage users organically, and earn more money from your app.  Our innovations in analytics and ads are designed to complement these offerings, and allow you to grow your business with measurement solutions that are open and reliable, and promotion tools that make ad buying easier and more effective.  Thank you to all the developers out there who are building these experiences. We look forward to engaging with your apps and supporting your ongoing innovation by working closely with you and your partners in the ecosystem.

Posted by: Jonathan Alferness, Vice President, Product Management

Sergey and Larry awarded the Seoul Test-of-Time Award from WWW 2015

Posted by Andrei Broder, Google Distinguished Scientist

Today, at the 24th International World Wide Web Conference (WWW) in Florence, Italy, our company founders, Sergey Brin and Larry Page, received the inaugural Seoul Test-of-Time Award for their 1998 paper “The Anatomy of a Large-Scale Hypertextual Web Search Engine”, which introduced Google to the world at the 7th WWW conference in Brisbane, Australia. I had the pleasure and honor to accept the award on behalf of Larry and Sergey from Professor Chin-Wan Chung, who led the committee that created the award.

Except for the fact that I was myself in Brisbane, it is hard to believe that Google began just as a two-student research project at Stanford University 17 years ago with the goal to “produce much more satisfying search results than existing systems.” Their paper presented two breakthrough concepts: first, using a distributed system built on inexpensive commodity hardware to deal with the size of the index, and second, using the hyperlink structure of the Web as a powerful new relevance signal. By now these ideas are common wisdom, but their paper continues to be very influential: it has over 13,000 citations so far and more are added every day.

Since those beginnings Google has continued to grow, with tools that enable small business owners to reach customers, help long lost friends to reunite, and empower users to discover answers. We keep pursuing new ideas and products, generating discoveries that both affect the world and advance the state-of-the-art in Computer Science and related disciplines. From products like Gmail, Google Maps and Google Earth Engine to advances in Machine Intelligence, Computer Vision, and Natural Language Understanding, it is our continuing goal to create useful tools and services that benefit our users.

Larry and Sergey sent a video message to the conference expressing their thanks and their encouragement for future research, in which Sergey said “There is still a ton of work left to do in Search, and on the Web as a whole and I couldn’t think of a more exciting time to be working in this space.” I certainly share this view, and was very gratified by the number of young computer scientists from all over the world that came by the Google booth at the conference to share their thoughts about the future of search, and to explore the possibility of joining our efforts.

Tone: An experimental Chrome extension for instant sharing over audio

Posted by Alex Kauffmann, Interaction Researcher, and Boris Smus, Software Engineer

Sometimes in the course of exploring new ideas, we'll stumble upon a technology application that gets us excited. Tone is a perfect example: it's a Chrome extension that broadcasts the URL of the current tab to any machine within earshot that also has the extension installed. Tone is an experiment that we’ve enjoyed and found useful, and we think you may as well.

As digital devices have multiplied, so has the complexity of coordinating them and moving stuff between them. Tone grew out of the idea that while digital communication methods like email and chat have made it infinitely easier, cheaper, and faster to share things with people across the globe, they've actually made it more complicated to share things with the people standing right next to you. Tone aims to make sharing digital things with nearby people as easy as talking to them.

The first version was built in an afternoon for fun (which resulted in numerous rickrolls), but we increasingly found ourselves using it to share documents with everyone in a meeting quickly, to exchange design files back and forth while collaborating on UI design, and to contribute relevant links without interrupting conversations.

Tone provides an easy-to-understand broadcast mechanism that behaves like the human voice—it doesn't pass through walls like radio or require pairing or addressing. The initial prototype used an efficient audio transmission scheme that sounded terrible, so we played it beyond the range of human hearing. However, because many laptop microphones and nearly all video conferencing systems are optimized for voice, it improved reliability considerably to also include a minimal DTMF-based audible codec. The combination is reliable for short distances in the majority of audio environments even at low volumes, and it even works over Hangouts.

Because it's audio based, Tone behaves like speech in interesting ways. The orientation of laptops relative to each other, the acoustic characteristics of the space, the particular speaker volume and mic sensitivity, and even where you're standing will all affect Tone's reliability. Not every nearby machine will always receive every broadcast, just like not everyone will always hear every word someone says. But resending is painless and debugging generally just requires raising the volume. Many groups at Google have found that the tradeoffs between ease and reliability worthwhile—it is our hope that small teams, students in classrooms, and families with multiple computers will too.

To get started, first install the Tone extension for Chrome. Then simply open a tab with the URL you want to share, make sure your volume is on, and press the Tone button. Your machine will then emit a short sequence of beeps. Nearby machines receive a clickable notification that will open the same tab. Getting everyone on the same page has never been so easy!

Marketo Scores 10X Higher Conversion Rate With Google Analytics

"Google Analytics has helped us increase the effectiveness of our AdWords remarketing campaigns by improving the targeting of our audiences and allowing us to present more relevant ads." 

—Mike Telem, VP of Product Marketing at Marketo 

Marketo, a leading marketing automation company, is a strategic partner for thousands of companies. To take their own marketing to the next level, Marketo needed an analytics platform that was flexible enough to combine external data with user site behavior. They wanted to seamlessly leverage that data to improve the relevance of their marketing.

Marketo used a two-step approach for their marketing: first they used Marketo's Real-Time Personalization (RTP) product to identify characteristics—such as product interest and industry type—of Marketo's website visitors. Then they passed this data to Google Analytics in the form of events. This allowed Marketo to see Google Analytics visitor demographics and behavior information next to Marketo's RTP-identified characteristics for a more holistic picture of their user base in Google Analytics.

Using Google Analytics as the single source for customer data, Marketo segmented audiences in Analytics based on conversion stage or business vertical. With native integrations between Google Analytics and AdWords, Marketo was able to pass these specialized remarketing lists to AdWords and serve more personalized remarketing ads to its users in just a few, easy clicks.

These tailored ads had a huge impact and Marketo saw a jump in both engagement and conversions. Across the board, remarketing with Google Analytics drove a 10X higher conversion rate compared to traditional display marketing campaigns. Marketo also saw 200% more conversions in its B2C segment and an increase of 150% in conversions for its enterprise visitors.

To read the full case study, click here. 

Posted by: Kelley Sternhagen, Google Analytics Marketing 

Google Analytics Hackathon in London - Retrospective

On March 25th, the Google Analytics Premium team hosted the first Google Analytics Hackathon in London. 18 developers from several agencies worked on the Google offices for a full day session of ‘hacking’. They connected devices like motion sensors, cameras, Raspberry Pi mini computers and even helicopters to send data to Universal Analytics using the Measurement Protocol - using “simple” technology to simulate real world applications.

The goal of the event was to help agencies innovate and think out of the box about how to use the Google Analytics Measurement Protocol with to collect valuable data from other sources than just websites and apps. Each group received a ‘hackathon kit’, consisting of Raspberry Pis, motion detectors, cameras, Google Glass, smart watches, barcode scanners, credit card readers, Smart Things home automation sets, beacons, some basic python scripts, documentation and one Android controlled helicopter.

The teams were free to build what they wanted and came up with great solutions. Here are the most innovative ideas:

1. A helicopter enthusiast racetrack: Hobby pilots swipe their member cards to log to the system and fly a remote controlled helicopter along a racetrack - Google Analytics successfully measures lap times and stores them with the pilot customer ID.
   
2. The burglar alarm: Detects a burglary using real time events in Google Analytics with a motion detector and a camera.
   
3. Healthy cat: Decides how much you feed your cat at night based on how many times the cat entered and left the house as measured by Google Analytics.

Here are some of the feedback we received from developers.

“It was an inspirational session and we already started experimenting with measurement protocol more and come up with some innovative ideas tailored to our clients” - BadriNarayanan Srinivasan, iProspect UK. 

“Something to highlight about the event was the chance to work with new and interesting technologies (bar code and card scanners, Android watches, Google Glass) and to integrate these with Google Analytics. Learning about new applications to help integrate GA/the use of the Measurement Protocol with Android and iOS apps was also awesome” - Jeff Lukey, Periscopix

“The day was brilliant and organised very well. It was great to be given such a wide range of technologies to try and use” - David Nwosu, DBi

Posted by Daniel Waisberg and Romina Rodriguez 

Supermetrics: Bringing more of your cost data into Google Analytics

The following is a guest post from Supermetrics, a Google Analytics Technology Partner.

Google Analytics has some great tools to help you keep track of how well your ad campaigns bring new users to your website, including Goals, Multi-Channel Funnels, and Enhanced Ecommerce. But acquisition or conversion data alone don’t give you the full picture of ad performance. To understand how well your campaigns are doing, you need to contextualize conversion rates with cost data. 

Set up automatic cost data uploads 

AdWords linking lets you see your AdWords data imported to your Google Analytics account, though getting data from other sources can take longer and be a more manual process. You can make the process easier and go faster with a tool like Supermetrics Uploader add-on. 

Built using the Google Analytics Data Import feature, Supermetrics Uploader lets you set up automatic daily uploads from your Facebook Ads and Bing Ads with just a few clicks. You can also use Supermetrics Uploader to to import historical advertising data going back several years, and use it to manually upload CSV formatted data from any source. If your ad destination URLs are tagged with utm parameters, the imported cost data will be mapped to Google Analytics session data, and you’ll immediately see your return on ad spend (ROAS) and revenue per click (RPC) metrics for each campaign.

Watch this one-minute video to get an overview of Supermetrics Uploader.

See all of your cost data in your reports

Supermetrics Uploader can help get you a clear picture of how all your campaign spend compares with the results without having to switch between different reporting systems.

Within twenty-four hours after scheduling your first upload with Supermetrics Uploader, your data will start appearing in your Google Analytics Cost Analysis report, and in any of your Custom Reports that include ad cost, impressions, or clicks. All of your imported data will also be available in any 3rd party tools that connect to the to Google Analytics Reporting API.

For more information, visit the Supermetrics Uploader listing in the Google Analytics Partner Gallery or the Supermetrics Uploader website.

- The Google Analytics Developer Relations team

Paper to Digital in 200+ languages

Posted by Dmitriy Genzel and Ashok Popat, Research Scientists and Dhyanesh Narayanan, Product Manager

Many of the world’s important sources of information - books, newspapers, magazines, pamphlets, and historical documents - are not digital. Unlike digital documents, these paper-based sources of information are difficult to search through or edit, or worse, completely inaccessible to some people. Part of the solution is scanning, getting a digital image of the page, but raw image pixels aren’t yet recognized as textual content from the computer’s point of view.

Optical Character Recognition (OCR) technology aims to turn pictures of text into computer text that can be indexed, searched, and edited. For some time, Google Drive has provided OCR capabilities. Recently, we expanded this state-of-the-art technology to support all of the world’s major languages - that’s over 200 languages in more than 25 writing systems. This technology is available to users in 2 easy steps:

1. Upload a scanned document in its current form (say, as an image or PDF). The example below shows a scanned document in Hindi uploaded to a user’s Drive account as a PNG.

2. Right-click on the document in the Drive interface, and select ‘Open with’ -> ‘Google Docs’.

This opens a Google document with the original image followed by the extracted text.

You don’t even need to specify which language the document is in; the system will determine that automatically. Or, you can use the Google Drive API for more explicit control over the language detection in documents. For example, here is an invocation of the Drive API in Python:

The OCR capability in Drive is also available in the Drive App for Android.

To make this possible, engineering teams across Google pursued an approach to OCR focused on broad language coverage, with a goal of designing an architecture that could potentially work with all existing languages and writing systems. We do this in part by using Hidden Markov Models (HMMs) to make sense of the input as a whole sequence, rather than first trying to break it apart into pieces. This is similar to how modern speech recognition systems recognize audio input.

OCR and speech recognition share some challenges - like dealing with background “noise,” different languages, and low-quality inputs. But some challenges are specific to OCR: the variety of typefaces, the different types of scanners and cameras, and the need to work on older material that may contain archaic orthographic and linguistic elements. In addition to utilizing HMMs, we leveraged many of the same technologies used in the Google Handwriting Input app to allow automatic learning of features and to give preference to more likely output, as well as minimum-error-rate training to allow effective combination of multiple sources of information, and modern methods in machine learning to minimize manual design and maximize use of data. We also take advantage of advances in internationalization and typesetting, by using synthetic data in our training.

Currently, the OCR works best on cleanly scanned, high-resolution documents in the most commonly used typefaces. We are working to improve performance on poor quality scans and challenging text layouts. Give it a try and let us know how it works for you.