Google updates Analytics: How companies can use the data to their advantage

Posted by Justin Hesser on October 30, 2012

As reported by this blog, big data has become a staple in American businesses, regardless of industry. This is due in part to the overall usefulness of the data. One of the very first sectors to grab onto this method of analysis was marketing and advertising, and companies in this industry are often aided in their online endeavors by statistics presented by Google Analytics and other analytical software.

But, Google has expanded its own analytical capabilities with Universal Analytics. This allows companies to submit marketing data they have accrued to Google Analytics to develop a more customized and comprehensive view of the ways consumers interact with their businesses.

“Measurement today is evolving from technology that counts site traffic into a broader system that measures your effectiveness in advertising, sales, product  usage, support and retention,” wrote Manav Mishra, group product manager at Google Analytics, in a blog post. “Ultimately, this sort of integrated measurement can help you deliver the best service, products and experience for your customers.”

Managing a marketing department with database software

Of course, businesses can enjoy a more comprehensive view of their own marketing data through the implementation of software. By consulting FileMaker developers, companies can create custom database software that allows them to track the analytics of advertising and social media campaigns. Furthermore, this software can also be used to upload the artwork for banner advertisements, easing communication between employees that may not know how it will look and keeping marketing teams on the same page.

In addition, marketing and analytics database software can be a great way to make tangible goals for a marketing team. By using the system as a way to present and store analytical figures and progress, managers can set goals for click-rates and conversions, while also displaying the progress of these initiatives. This tactic can help motivate employees while also keeping up with the necessary statistics.