Inside the CMO’s Guide to Performance with Google’s Shruti Maheshwari
Customers could get distracted. They could change their minds. Your checkout process could be overcomplicated. Friction could throw them off.
These are all possible reasons why your eCommerce customer might add a product to their cart, but not complete the purchase journey.
Without data, you won’t know the true reason.
And if you don’t know, you can’t fix it.
That was the opening jist of the keynote talk from The CMO’s Guide to Peak Performance, organised by Launch. It was on ‘navigating measurement during peak’ and delivered by Shruti Maheshwari, Regional Product Lead – Privacy Centric Measurement, at Google. Here are some key points from that talk.
Bring customers back to buy
Attribution, experiments and marketing mixed models (MMM) need to be combined. This is your most powerful measurement strategy – a formula for digital success.
- Attribution shows you the highest performance channels and helps you justify your budget allocation.
- Experiments enable you to try new techniques, automations, AB tests, and different creatives to validate your spend.
- And finally, your MMMs provide long-term value, driving ROI, and with this you can make smarter cross-channel budget allocation.
Data helps you keep pace – even stay ahead of the curve. But to track, you need consent. Important factors for measurement and privacy:
- Compliance is a non-negotiable. There are many regulatory changes to comply with relating to how we capture and use data, and it’s not just GDPR: There are 70+ regulations in Europe.
- First party data is user choice, respect it. Capture and use data responsibly and transparently.
- Personalisation must be balanced with privacy. For personalisation, you want as many touch points as possible to give them a more tailored experience.
Get your foundations in order first. Then you can connect the dots. Set up a robust measurement foundation, and then your team can take full advantage of the tools they need:
- Google Tags act a bit like barcodes, helping you measure and track how people browse your website.
- You can use consent mode and enhanced conversions in GA4 to give you a fuller picture of your customer touch points and customer journey.
- Consider using remarketing lists, and perhaps offer a discount. Or customer matched lists, to use information that your customers have shared with you to target ads at those customers and other customers like them.
- Key reports in GA4 such as customer attribution enable you to understand where to drive traffic. You can also look in detail at engagement to see how they interacted with the website, and identify roadblocks in the customer journey.
Takeaways
You can unlock growth with high quality data and AI-driven advertising, while balancing personalisation and privacy. Do this, and you’ll bring customers back to buy.
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