System Overview
What is Google Analytics?
The primary purpose of Google Analytics is to track customer insights, demographics, and preferences so that companies can tailor their services and advertising to best meet consumers’ needs and wants.
Google Analytics has completely revolutionized the way marketing departments operate and has been a vital tool in targeted marketing. As a marketing tool, Analytics will allow IVK to focus its online presence and focus on customers who are interested in IVK's products and services. Google Analytics comes in two forms, a free version and a premium service, Googles Analytics 360, that costs $150,000 per year.
IVK and Google Analytics
IVK needs to understand its audience better to build a solid marketing strategy and would benefit from the data available using Google Analytics. IVK can analyze our website traffic to evaluate our current marketing strategy and make changes if it is not working. Google Analytics can give IVK information on who visits our website, where they came from, where they spend the most time on the website and where conversions happen.
The firm can use the data that it collects to start targeting certain demographics and preferences that consumers are desiring from the firm. IVK will be able to find their targeted market. They can learn about their customers habits and find out how to better accommodate the needs of their clients. Along with knowing what your consumers are doing, you can statistically measure how your web traffic ranks compared to your competitors. IVK can benefit from this by being aware of consumer preferences, thus enabling them to compare and analyze the differences to make changes that will allow them to be competitive in the loans market. A solid marketing strategy can be created using this data.
IVK currently provides 180,000 loans, but receives over 2.2 million inquiries during a year (Austin, Nolan & O’Donell, 2016). Google Analytics could better help the company by demonstrating the statistics on what questions are not being answered. IVK does not have enough employees to manage the phones, so customers go to the internet to answer their questions. If IVK used Google Analytics to track the questions about loans, they can create a "Frequently Asked Questions" page. This will enable them to provide better customer service and elevate the reputation of the company, potentially leading to increased revenues.
A few samples of what the analytics dashboard could look like:
RESOURCES:
Ecommerce
Google Analytics is extremely useful for Ecommerce tracking. Nearly every report in Google Analytics can be switched to an Ecommerce version, thus allowing companies to see exactly how they are making money. Google Analytics enables companies to be more efficient and effective with their marketing resources and in devising marketing plans. Through the use of Google Analytics, companies can discover who their ideal customer is and what markets to specifically target (i.e. Google Analytics helps companies to determine their target market).
Features
The main features of Google Analytics is to collect data in an organized manner and provide visual data, which benefiting factor of this is to understand consumers. Prior to Google Analytics, businesses were not capable of understanding how their internet platform was performing, if it was effective. Companies are now able to find ways to boost their sales, promote business and track the key consumers.
When Google Analytics collects its data, it then knows what ads to send out and to whom they should go out to. The analytics side of Google recognizes patterns and the ad side make sure the consumer is constantly reminded of the business.
Features
The main features of Google Analytics is to collect data in an organized manner and provide visual data, which benefiting factor of this is to understand consumers. Prior to Google Analytics, businesses were not capable of understanding how their internet platform was performing, if it was effective. Companies are now able to find ways to boost their sales, promote business and track the key consumers.
When Google Analytics collects its data, it then knows what ads to send out and to whom they should go out to. The analytics side of Google recognizes patterns and the ad side make sure the consumer is constantly reminded of the business.
Google Analytics
Comparison Chart
Support
|
||
Dedicated Account
Manager
|
No
|
Yes
|
Discovery/Needs
Analysis
|
No
|
Yes
|
Implementation Audit
|
No
|
Yes
|
Implementation
Support
|
No
|
Yes
|
Training from Google
Experts
|
No
|
Yes
|
24×7 Emergency
Support
|
No
|
Yes
|
Friendly, Responsive
Support
|
No
|
Yes*
|
Digital Measurement
Strategy
|
No
|
Yes*
|
No
|
Yes*
|
|
Data Integration
Services
|
No
|
Yes*
|
Reporting
Configuration
|
No
|
Yes*
|
No
|
Yes*
|
|
No
|
Yes*
|
|
No
|
Yes*
|
|
Technology
Recommendations
|
No
|
Yes*
|
Cost
|
Free
(plus, recommended support and services)
|
$150,000/year for technology, support plans
vary
|
* Only when purchase through Blast.
Data Processing
& Limits
|
||
Data Volume Capacity
|
Up to 10
million hits** per month
|
Up to 20 billion hits** per month (0.5
billion for first pricing tier)
|
Data Export and
Tracking API
|
Yes
|
Yes
|
Max Data Rows
|
50,000
rows
|
3,000,000 rows per export
|
Google Drive
Integration
|
No
|
Yes
|
Unsampled Reporting
|
No
|
Yes
|
BigQuery Integration
for Clickstream Data
|
No
|
Yes
|
Custom Variables
|
5 slots
|
50 slots
|
Custom Dimensions
and Metrics
|
20 of
each
|
200 of each
|
Views per Web
Property
|
Max 200
per property
|
Max 400 per property
|
Maximum Rows in Data
Exports
|
50,000
|
3,000,000
|
Cross Property
Rollup Reporting
|
Not
available
|
Yes
|
Contract &
Service Guarantees
|
No
|
Yes
|
Real-Time Data
|
Yes
|
Yes
|
Data Freshness
|
24+
hours
|
Less than an hour – Max 4 hours
|
Data Ownership
|
You own
your data (but limited)
|
You own your data
|
Service Level
Agreements
|
||
Freshness S.L.A.
|
No
|
98.0% (4 hours or less)
|
Collection S.L.A.
|
No
|
99.9%
|
Reporting S.L.A.
|
No
|
99.0%
|
No
|
Yes
|
|
Service Level
Guarantees
|
No
|
Yes
|
Advertising &
Multi-Channel
|
||
Attribution Modeling
|
Yes
|
Yes
|
Data Driven
Attribution Model
|
No
|
Yes
|
DoubleClick for
Advertisers Integration
|
No
|
Yes
|
DoubleClick Bid
Manager Integration
|
No
|
Yes
|
Campaign Measurement
|
Yes
|
Yes
|
Adwords Integration
|
Yes
|
Yes
|
Multi-Channel
Reporting
|
Yes
|
Yes
|
Social, Mobile
& Video
|
||
Social Reporting
&
Conversion Reporting |
Yes
|
Yes
|
Mobile Device
&
App Tracking |
Yes
|
Yes
|
Video Performance
Measurement
|
Yes
|
Yes
|
Analysis Tools
|
||
Advanced
Segmentation
|
Yes
|
Yes
|
Custom Reporting
|
Yes
|
Yes
|
Analytics Alerts
|
Yes
|
Yes
|
Real-Time Data
|
Yes
|
Yes
|
Flow Visualization
|
Yes
|
Yes
|
** Hits = PageViews + Events + Social Actions + Commerce Hits
IVK and Google Analytics
IVK needs to understand its audience better to build a solid marketing strategy and would benefit from the data available using Google Analytics. IVK can analyze our website traffic to evaluate our current marketing strategy and make changes if it is not working. Google Analytics can give IVK information on who visits our website, where they came from, where they spend the most time on the website and where conversions happen.
The firm can use the data that it collects to start targeting certain demographics and preferences that consumers are desiring from the firm. IVK will be able to find their targeted market. They can learn about their customers habits and find out how to better accommodate the needs of their clients. Along with knowing what your consumers are doing, you can statistically measure how your web traffic ranks compared to your competitors. IVK can benefit from this by being aware of consumer preferences, thus enabling them to compare and analyze the differences to make changes that will allow them to be competitive in the loans market. A solid marketing strategy can be created using this data.
IVK currently provides 180,000 loans, but receives over 2.2 million inquiries during a year (Austin, Nolan & O’Donell, 2016). Google Analytics could better help the company by demonstrating the statistics on what questions are not being answered. IVK does not have enough employees to manage the phones, so customers go to the internet to answer their questions. If IVK used Google Analytics to track the questions about loans, they can create a "Frequently Asked Questions" page. This will enable them to provide better customer service and elevate the reputation of the company, potentially leading to increased revenues.
A few samples of what the analytics dashboard could look like:
RESOURCES:
Austin, R. D., Nolan, R. L., & ODonnell, S. (2016). The adventures of an IT leader. Boston, MA:
Harvard Business School Publishing.
Harvard Business School Publishing.
Google Analytics 360 vs. Standard
(Comparison Chart) | Blast. (n.d.). Retrieved
October 3, 2017, from http://www.blastam.com/google-analytics-360-standard-
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