BT Increases Sales Volume and Efficiency Using DoubleClick Bid Manager With Google Analytics Premium

Cross-posted on the DoubleClick Advertiser Blog

Modern marketers live in a world that’s dominated by data. Advancements in programmatic buying enable marketers to leverage data and analytics to connect precisely, in real time. Advertisers who are smart about organizing, segmenting, and acting on this data are realizing the benefits of more personalized marketing. BT, a leading telecommunications firm in the UK, did just that and saw fantastic results.  

BT wanted to increase the relevance of their remarketing campaigns by creating more precise audience lists. With the help of their media agency Maxus, BT found that using Google Analytics Premium with DoubleClick Bid Manager offered the ideal solution. 

Google Analytics Premium gave BT the ability to create granular audience segments based on site behavior metrics such as recency, frequency, referral source, and stage of cart abandonment. Once these audience lists were created, the native integration between Google Analytics Premium and DoubleClick Bid Manager meant they could be shared with the platform to make more precise media buys in just a few clicks.

Using Google Analytics Premium with DoubleClick Bid Manager put Maxus and BT in the driver’s seat of their media campaigns. They not only gleaned full transparency with a single customer view and de-duplicated metrics across all channels, but also saw better measurement through unified reporting, and the ability to optimize based on the results.

”Our goals were to build up ‘best practices’ of programmatic display remarketing techniques with a focus on driving post-click sales,” says Alison Thorburn, Head of Digital DR Media at BT. “The DoubleClick suite of products enabled us to do this quickly and efficiently as audience data can be easily organized and utilized.” 

The new analytics-driven approach produced a 69% increase in post-click sales and an 87% reduction in post-click cost per acquisition compared to the previous year’s remarketing activity. It also compared favorably to the remarketing activity that ran simultaneously outside of DoubleClick Bid Manager; post-click sales were 30% higher and post-click cost per acquisition was 42% lower. BT has now consolidated its display remarketing through DoubleClick BidManager.

Read the full case study here.

Posted by-

Kelley Sternhagen, Product Marketing, Google Analytics

Kelly Cox, Product Marketing, DoubleClick

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Heard at SES

Well, SES San Jose 2006 is over, and we had a great time meeting all
of you who stopped by the Google Analytics booth and attended the Google
Dance. Yesterday, there was a panel called "Vendor Chat On
Measuring Success" which included our own Brett Crosby, Senior
Product Marketing Manager for Google Analytics and co-founder of
Urchin. Each of the vendors on the panel were asked to discuss the
various approaches to measuring a website's success -- from
conversions to ROI, from customer inclusion to the idea of
"persuasion" in a discussion of marketing success.

Before the Q & A period, each panelist had five minutes to identify
the most important issue in web analytics. According to Brett, "The
most important thing about web analytics is something our product
doesn't do. And none of the other products do it either."

What is that crucial thing? It's analyzing and then taking action on
your web analytics data. Knowing how to do that makes all the
difference. To properly monitor and analyze your data, Brett suggested
doing one of three things (or some combination of them): analyze
and act on the data yourself; hire a professional services firm; or
hire an in-house analyst.

Regardless of which you choose, you have incredible flexibility with
Google Analytics. If you hire an in-house analyst or if you analyze
the data yourself, you've got many resources including this blog, the
Conversion University, the Help Center, built-in product Help,
and the Google Group. For those who want to hire a professional
services firm, we've got a world class international network of Google
Analytics Authorized Consultants.

We really enjoyed meeting you and look forward to connecting with
even more people using Analytics in the future. Please let us know if
there's anything else you'd like to see from support or marketing or
even from this blog by shooting us an email.

Posted by Jeff Gillis, Google Analytics

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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.

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