De kracht van Optimize 360

Proprietary + Confidential
OrangeValley 28-06-2018
Gert-Jan Lagas - Head of GA360 Northern Europe
Google Optimize
Test and personalize your site messaging

Proprietary + ConfidentialProprietary + Confidential
Google Analytics 360 Suite & Doubleclick...
Background Google Analytics 360 Suite + Optimize 360
How does Google Optimize Work
How to get started
Roadmap Optimize (360)
Agenda

Google Marketing Platform
+

Google Marketing Platform
Search engine management
Easy tag management
Plan, create, buy and measure ads
Site and app analytics
Data visualization
Digital panels
Site and app testing

You did! Over the past several years, we’ve seen that customers get the most value from our platform when they use our
ads and analytics solutions together.
Simplification
What led us to Google Marketing Platform?
With Google Marketing Platform we are
working to simplify our different brands and
make it easier for customers to understand
what our products are and how they work
together.
Collaboration
By bringing products together under a
single brand and building new capabilities
like integration center, we're making it
easier for enterprise marketing teams to
collaborate and share insights -- resulting
in better business outcomes.

In today’s complex marketing environment, you
can trust that Google will offer solutions that help
you achieve your marketing goals while also
ensuring that you respect consumer privacy.
Google Marketing Platform has been designed to
offer you the choice of what media you buy, how
you buy it, and how you measure it.
● Deliver faster, smarter marketing
● Gain more control over your investments
● Understand your audience on a deeper level
● Share insights across your teams
What do these changes mean for your business?

160 a/b tests per year Always 1000 a/b test live
99% chance that you are in 10 a/b
tests
20.000 a/b tests per year

Google Analytics 360 Suite
Tag Manager 360 - Focus on suite integrations, external connectors, and meeting enterprise needs.
Data Studio - Focus on bringing in more data, improved visualizations, and analysis capabilities.
Surveys 360
Focus on global
scale, suite
integrations and
product excellence.
Audience
Center 360
Focus on access to
more data, deeper
analysis, and
activation.
Attribution 360
Focus on delivering
scaled data collection,
management and
configuration,
meaningful insights.
Analytics 360
Focus on the customer
journey, intelligence,
actionability, core
platform, and ease
of use.
Optimize 360
Focus on improved
targeting, testing
flexibility,
personalization, and
ease of use.
Suite Home - Focus on enterprise user and org management, partner-enabled features, and insights.

Why Optimize 360 vs our standard version?
Optimization capabilities
Simultaneous limitations
Experiment targeting
Experiment objectives
and reporting
Product SLAs and support
Free 360
Basic A/B, redirect and
multivariate testing with (future)
limited personalization
Sophisticated multivariate testing
and (future) personalization features
Basic Advanced
Advanced targeting techniques (incl
geo, URL, Javascript and others)
Advanced targeting, including Google
Analytics Audiences
Pre-selected objectives (limited) Lookback objectives (higher limit)
Help center and forum-based
support
Product SLAs, dedicated account
management and technical support

Google Analytics 360 Suite Integrations
Tag Manager 360 - Focus on suite integrations, external connectors, and meeting enterprise needs.
Data Studio - Focus on bringing in more data, improved visualizations, and analysis capabilities.
Surveys 360
Focus on global
scale, suite integrations
and product excellence.
Audience
Center 360
Focus on access to more
data, deeper analysis, and
activation.
Attribution
360
Focus on delivering scaled
data collection,
management and
configuration, meaningful
insights.
Analytics 360
Focus on the customer
journey, intelligence,
actionability, core platform,
and ease
of use.
Optimize 360
Focus on improved
targeting, testing flexibility,
personalization, and ease
of use.
Suite Home - Focus on enterprise user and org management, partner-enabled features, and insights.
3rd Party
Technologies

What is the Salesforce Integration all about?
Offline events (sales, stages)
User attributes, ML-powered metrics and product data
Email marketing event data
Reporting data and audiences
CRM-powered
powering Marketing Cloud

What is coming and when?
Sales Cloud Integration V1
(offline sales and pipeline stages)
Note: launch timing is provided as a guideline and is subject to change
January 17, 2018 Q2’18 Q3’18
Sales Cloud Integration V2
(simplified implementation, user
attributes, product data)
GA Audiences
Export to Marketing CloudMarketing Cloud Email
Campaign Data
in GA
GA Reporting
in Marketing Cloud
...new AWESOME features
coming in V2 in May!
Launched
Roadmap

Customize website experience with offline funnel data
through Optimize 360
Send 100% of traffic to the variation, and
personalize their experience
Create an Experiment in Optimize 360
targeted to website visitors who are part
of that audience
Create an Audience based on your
customers who converted offline

Level Up by leveraging Google Cloud Integrations
DCM
BQ-DTS
GA360
Export
Create remarketing
campaign in DBM
Activate*
Analyze and apply machine learning
Create Activity for
Sales Reps to follow up
Create email marketing
campaign in Marketing
Cloud
directintegration
Customer database
Partner connector
Collect
BigQuery
Data warehouse
Cloud Dataprep
Visual data cleanup tool
Compute Engine
Schedule transformations

How does Google Optimize work?

Set your experiment live
and start to collect data
via Google Analytics
Select your experiment
goals and objectives
Four simple steps to start an experiment
Use the visual editor to
easily create different site
variants
Target your tests and
experiences using Google
Analytics automatically,
or more complex data like
dataLayer or Javascript

Creating your variant
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Advanced users can also leverage CSS,
Javascript or HTML code to make more
advanced changes
Anyone can easily make changes to the site
with the visual editor

Choose from your Google Analytics data,
including
- System-defined objectives
- Goals already set up in Google
Analytics
You can also create custom objectives for
Optimize-specific goals
Select your experiment objectives

You control who sees your
experiments
You’re in control of who sees your
experiments
Take advantage of Google data such as
behavior, geographical or technology signals
collected by Google Analytics
Leverage 1P or 3P data using more complex
Data layer variables or custom javascript

Improve Landing Page performance with AdWords targeting
A
B

● Used the Optimize
360 and AdWords
integration
● Increased premium
subscriptions by 24%
● Now running A/B
tests globally
Watch the case study here.

Site optimizationsCustomer
insights
Targeting Google Analytics Audiences 360 only feature
GA Audience targeting
+28%
revenue
Sigma Sport used Google Analytics to
create segments of their top customers
and Google Optimize to test different
on-site experiences, driving a 28%
increase in revenue
See the details here

Quickly see if one of your variant changes is
out-performing other variants
Data is collected through Google Analytics
and is analyzed in Optimize’s proprietary
model to determine winners
You can also view the experiment data in
Google Analytics to perform more robust
analysis and segmentation
Find your winner with intuitive reporting

When you upgrade to Optimize 360, you can
perform more segmentation within Optimize
This makes it easier to determine the
additional impact an experiment may have
had beyond the experiment objective
Determine the full impact of your experiment 360 only feature
Ad hoc reporting

With Google Optimize 360 Transavia cuts
mobile homepage bounce rate by 77%

How to get started

Iterate and expand
Have a process for determining
what’s working (or not) and
continuously build that into your
workflow
Prioritize launches
You can’t test everything, so
start with the ones with
highest impact and lowest
effort
Develop hypotheses
Start with insights generated
from GA or UX audits to ensure
you’re focusing on high impact
areas
Creating a culture of growth through experiments

Pro Tip: Don’t know where to start? Try your site’s main call to action, like your
check-out page or newsletter sign-up. This will yield an immediate return.
Develop hypotheses with Google Analytics

Source: Google’s eBook “How to Build a Culture of Growth”
Prioritize Experiments

Iterate and Expand
Be transparent about experiment roadmap
and development cycles
Get input from other teams
Celebrate success and learnings!

Thank You

De kracht van Optimize 360

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