Ever wondered how data can predict the state of your business?
Or how you can harness data for perpetual use?
On December 14th, Jakarta bore witness to an event titled “Unlocking the Power of Data: Indonesia’s Most Comprehensive GA4 Masterclass for Cross-Platform Insights to Actionable Data Integration Strategies.” This collaborative event, orchestrated by cacaFly Metrodata Indonesia, Mitra Integrasi Informatika, TenMax, and Google Indonesia, brought together industry experts in data analytics.
Christian Angkasa, a Data Analytics Specialist at Google Cloud, Jay Zhau, Director of Sales & Partnerships at TenMax, and Felicia Guo, Digital Solutions Consultant at TenMax, took the stage as key speakers to delve into how data can serve as a predictive tool to elevate business situations.
Challenges in Digital Data Integration
For many companies, especially those transitioning into the digital society, integrating data from various platforms poses a significant challenge. The burning question: “How do we integrate offline and online data from diverse platforms to understand our consumer behavior?”
According to Forrester, 42% of companies struggle to integrate online and offline data to comprehend consumer behavior, with an additional 42% deeming it nearly impossible to understand consumer behavior across various devices and channels.
However, amidst these challenges lies hope through data attribution analysis. This in-depth understanding of consumer behavior is crucial, given that consumer experience is now the primary focus in business. Furthermore, 49% of consumer behavior can be easily understood through data attribution analysis.
How Google Analytics 4 (GA4) Integrates All Data
Enter Google Analytics 4 (GA4) – the solution to overcome these challenges. This platform has the capability to record various events such as web searches, page views, cart additions, purchases, membership sign-ups, file downloads, and more. With GA4, every button on a website can be comprehensively tracked, facilitating a deeper understanding of consumer behavior.
What types of data can be used in Google Analytics 4? A multitude! From offline data like membership and sales data to online data from social media, websites, apps, and even WhatsApp. GA4 can be considered the central platform for all a company’s data, making data management and utilization a breeze.
Utilizing Google Analytics 4 Data
The diversity of data generated by GA4 can be leveraged for various marketing purposes, from top-funnel to low-funnel. Each funnel targeting is different.
Yes! GA4 data can be utilized for audience segmentation in email and marketing automation, and for Google Ads and Meta Ads to enhance precision in targeting, avoiding wasteful and ineffective targeting.
Data produced by GA4 can be permanently stored in Big Query with extensive capacity, providing swift access to data. GA4 can even process initially unidentified data into usable information for the future.
Enhanced AI Prediction with Machine Learning
Unlike Google Analytics 3, Google Analytics 4 (GA4) features robust AI Prediction based on machine learning. GA4 can identify and forecast potential customers to convert into conversions.
Through machine learning, GA4 can build predictions for target objects. With over 1,000 users, GA4 can create predictive targets based on behavior, such as purchases or churn.
The audience analysis from this AI can further be used to create lookalike audiences for ads or other marketing funnels. Through machine learning, frequent website visitors can be further optimized.
Not Just Identifying Consumer Behavior but Providing Deep Analysis
GA4 doesn’t just identify consumer behavior; it also offers in-depth analysis of user behavior on websites. For example, tracking the duration and title of watched videos or clicks on external links.
With GA4’s ability to provide comprehensive reports explaining specific consumer behaviors, companies can take more effective tactical steps in crafting marketing strategies. For instance, analyzing the form-filling process, purchase process, or application flow.
With all the features and advantages offered by Google Analytics 4, it can be concluded that this platform not only addresses data integration challenges but also provides the profound and measurable insights needed to understand consumer behavior.
GA4 can be the key to success for companies aiming for more effective marketing and superior customer experiences. Want to delve deeper into the usage of Google Analytics 4? Reach out to [email protected] to explore further.