Rob Carson, our Head of Platform & Effectiveness Practice, EMEA, had the privilege of representing KINESSO EMEA and our Global Solutions team at the Google Analytics Partner Summit in Paris. This immersive gathering brought together over 200 Googlers and their partners from across 20 countries, offering an invaluable deep dive into the evolution of Google Analytics – a product now known simply as 'Google Analytics' (a name re-confirmed live on stage)
The overarching ambition was clear: a profound shift from siloed data analysis to a comprehensive, AI-powered, cross-channel measurement ecosystem.
Here’s a breakdown of some key insights I gleaned that could help (re)shape data strategies and client engagements:
Enhancing Analytics with Intuitive Intelligence
Google stated that they are making substantial investments to elevate Google Analytics into a more accessible and actionable platform. We learned about the upcoming in-built Business Intelligence tool, designed to offer intuitive filtering capabilities across cards and entire reports. The integration of AI is equally compelling, with "Chat & Generated Insights" already in an early deployment phase. The idea of a "talk to your data" function, which enables a more dynamic and insightful way to bring data and insights to life, moves us far beyond the need to filter and scroll through numerous FAQs within the platform (a pleasing feature for many, I'm sure!).
From Silos to Cross-Channel Synergy
The summit unveiled a pivotal transition: from "traditional analytics" to "cross-channel measurement," built on four key pillars.
- Durable measurement: Ensuring data remains relevant and actionable over time.
- A complete view of the customer journey: Understanding every touchpoint across various channels.
- Optimised cross-channel budget and audience allocation: Making smarter decisions about where to invest.
- Unified reporting: Consolidating insights into a single, cohesive view.
A major stride in this direction involves Google's collaboration with publishers such as Pinterest, Snap, and TikTok to integrate event-level data directly into Google Analytics, promising a truly holistic view of media performance.
A Unified View of Performance Through Advanced Models
The new reporting framework will introduce a powerful trifecta of measurement models:
- Data-Driven Attribution (DDA): Understanding the true impact of each touchpoint.
- Incrementality: Measuring the additional value driven by specific marketing efforts.
- Marketing Mix Modelling (MMM): Analysing the overall effectiveness of marketing spend across all channels.
This integrated approach should allow for a more nuanced understanding of campaign effectiveness. While there have been existing discrepancies related to the same data between Google Ads and Google Analytics, Google appears to be actively working to resolve these and are striving for a consistent measurement across both platforms.
Data as Ice Cream, Not Oil
For the past five years or so, the industry has often coined the phrase "data is the new oil." However, guest speaker Steen Rasmussen offered a particularly memorable and insightful analogy: "Data as ice cream!" This metaphor alludes to the temporary nature of data's value and the imperative requirement to extract insights and drive decisions before its deteriorates! As data-tech consultants, data stewards, and practitioners, our role extends beyond simply providing data; it is to transform data into actionable intelligence.
Final Thoughts
The first EMEA Google Analytics Partner Summit demonstrated that Google is not merely upgrading an existing product; it is actively seeking to redefine the digital measurement landscape. The focus on AI-driven insights, cross-channel integration, privacy-preserving data collaboration, and consistent measurement across platforms signals a future where marketers can gain a comprehensive and actionable understanding of their customer journeys.
For us at IPG KINESSO, these developments solidify our commitment to leveraging these advancements to deliver superior insights and drive measurable growth for our clients.