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Martech Mashup: Google Analytics 360 Update

Google is launching ‘Advanced Analysis’ tools on its Analytics 360 platform. It brings three new techniques to better understand your website data: Exploration, Funnel Analysis, and Segment Overlap.

Advanced Analysis: Exploration

Exploration allows you to drag-and-drop variables into your analysis mix. Analytics 360 will then auto-generate visualisations to help you make sense of it all.

With the ability to represent multiple tabs on a single screen, it’s a solid mode for comparison.

Advanced Analysis: Funnel Analysis

Funnel Analysis is how we determine a customer’s journey through a website and, hopefully, their pathway to purchase.

While the basic Analytics tools let us see up to five steps, Advanced analysis tools expand that capability to an uber-detailed ten step record.

Advanced Analysis: Segment Overlap

The new Segment Overlap technique makes it easy to generate Venn Diagram style visualisations of how your audience segments overlap (or otherwise).

Allowing comparison of segments across multiple vectors, it can reveal some genuinely interesting insights.

Beta, only on 360

Advanced Analysis is currently in beta, so it’s likely we’ll see more additions and refinements.

It is only available to paid users of the Analytics 360 Suite, remaining unavailable to users of the free Google Analytics platform.

With its new Advanced Analysis capabilities, is the case for the Analytics 360 Suite more compelling than ever?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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