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For marketers, business owners, and product designers, it�s important to be connected to data at all times. However, data by itself rarely provides the insight needed to truly drive a business forward. It can take hours of analysis to come up with just one or two key insights and even longer to share and act on that new understanding. In a constantly-connected world, where customers can make purchases anywhere, anytime from their mobile devices, this lag in time-to-insight is costly.

That�s why we�re pleased to announce that we�re providing a new stream of automated insights in the Google Analytics mobile app. Available on the Assistant screen, this addition to Google Analytics lets you see in 5 minutes what might have taken hours to discover previously. Even better: it gets smarter over time as it learns about your business and your needs. It�s available now in our mobile app on Android and iOS, so you can easily grab insights on the go.



To enable this functionality, we use Google machine intelligence to find critical insights among the thousands of metric and dimension combinations that can be reported in Google Analytics. It helps make analytics data universally accessible and useful as it:

• Combs through your data to give you meaningful insights and recommendations.
• Offers quick tips on how to improve your Google Analytics data.
• Gets smarter over time by reacting to your feedback and how you use it.
• Helps you share insights so your whole team can take action.

Go beyond simple reporting to view findings and insights automatically, in language you can read: our insight stream enables faster, more informed decision-making that can have real impact on your business.

For example, the holiday season drives a huge portion of annual sales for many retailers. During this busy time of the year, retailers face questions that can be the difference between making their numbers for the year or falling short: Which products are going to be popular this season? Where should we advertise? How are our customers hearing about us and purchasing from us? Answering just one of these questions and acting on that information can take analysts and marketers hours or even days.

Data insights in Google Analytics automate the first steps of answering these questions by instantaneously surfacing opportunities and anomalies hiding in the data. For example, they can tell you which products are experiencing higher than normal sales growth, which advertising channels are driving the most conversions and the best returns, and on which devices customers engage with your brand. This moment-to-moment information gives retailers the power to make nimble, smart decisions that directly impact performance.
You can view your automated insights in the Assistant tab in the official Google Analytics mobile app on Android and iOS for all English-speaking users. Were working to bring this exciting functionality to the web version of Google Analytics and to expand availability to other languages.

We plan on improving with your feedback, so please try the app and then let us know what insights you�d like to see automated.
Posted by Ajay Nainani, Product Manager, Google Analytics

At eTail West this week we were thrilled to give a joint presentation with Chris Duncan, VP of Strategic Marketing for Kohls, a $19B+ retailer making big strides in omni-channel analytics.  Casey Carey, Head of Marketing for Google Analytics, kicked off the presentation with highlights from our new report with Harvard Business Review.  Following Caseys introduction, Chris gave the audience a glimpse into the Kohl�s Greatness Agenda, launched in 2014 with the goal of becoming �the most engaging retailer in America.�

Kohl�s has seen the growing effect of micro-moments on their business in recent years and has used measurement and analytics to gain key insights:

• They had more visits on digital devices last year than in all stores combined.
• Most of their sales are driven by people who have engaged with more than one marketing channel.
• Customers who engage online are spending more in-store.

Kohl�s has taken action, finding better ways to engage consumers across channels.  They combined direct mail with digital display to make their direct mail dollars go further, they blended email marketing with social media to increase app downloads by 180%, and they got hyper-local with digital display and paid search.  In other words, they used their insights to drive action.



We invite you to read the full report to learn how great companies like Kohls are analyzing and acting to create value for their customers and for themselves.

Posted by:  Jocelyn Whittenburg, Product Marketing Manager