In today’s world, data are increasingly important in designing product strategies and adjusting operational marketing strategies, even with significant challenges in their collection and acquisition by a company’s online and offline channels. We also know there is a feeling among consumers who do not want to share any data, even if they are transactional (order history, support, purchase repetition, returns, complaints, and suggestions). However, for the personalization offer, it is necessary to have access to these data to suggest an offer according to the user profile (e.g., in books, it might predominantly reflect categories like romance, and technical books).
Many of you have already heard, witnessed, or experienced this firsthand, or with other friends and family. But what does this have to do with Google Analytics 4?
The “magic” words are data integration, and Google Analytics 4 already has some data integrations with Google Ads, Google Search Console, and other tools. I’ll start by highlighting Google Ads, as it can leverage audiences to reactivate customers for remarketing, up-sell, cross-sell, or to create and retain frequent buyers (VIP). This integration allows activation with your website or app data (with consent).
The more user context data we have, the more we can suggest to a user who likes a particular type of book and author. Using purchase history data simplifies this connection, not only to send emails but also to use Google Ads to activate this audience across multiple channels.
To link data between two systems, we need a field that allows unification and identification, such as a userID <-> crmID coding. This way, we can remove them from the list if they are making a complaint, to avoid “bothering” the customer. We can be much more effective and include a product suggestion.
Other ways to use audiences in Google Analytics 4 could be targeting customers who abandoned a shopping cart with products worth over 100 euros, warranting a higher advertising cost. However, if it’s less than 10 euros, it wouldn’t be worth investing more in Google Ads, as it would leave no profitability margin.
To know more about audiences, check out our article on audiences in Google Analytics 4.
If you want to learn from an experienced trainer, check out our Google Analytics 4 Online training.
If you want to know more about Data-driven Marketing, see our value proposition and contact us!