Showing posts with label surveys. Show all posts
Showing posts with label surveys. Show all posts
Sunday, September 24, 2017
Google Optimize and Surveys 360 Join Forces with AdWords
Google Optimize and Surveys 360 Join Forces with AdWords
Meet two new ways to understand and better serve your customers
Optimize is an A/B testing and personalization tool that makes it easy to see which changes to your web pages work best for your users and your business. Surveys 360 is a market research tool that helps enterprises gather fast, reliable insights from real people online and on mobile.
Why the new integrations? To make it easier than ever to understand and better serve your potential customers. Heres some detail on both.
Better landing pages, better results
The new integration between Optimize and AdWords makes it easier than ever to take the next step: to improve and personalize the landing pages those ads lead to. The integration gives marketers a fast way to create and test custom landing pages based on the keyword, ad group, or campaign associated with an ad � with no need to deal with destination URLs or messy query parameters.
Its worth it. 90% of organizations that invest in personalized consumer experiences agree that they contribute significantly to more business profitability. 1
Suppose a hotel wants to improve its landing page for the keyword family friendly hotels. Using Optimize, the hotel can create and test a new variation of the landing page, one that features an image of a family enjoying themselves at the hotel pool, instead of a generic image of the hotel exterior. If the new page leads to more reservations, theyve got a win. Then its easy to keep testing headlines and images that might also do well.
The AdWords integration will be available for both Optimize and Optimize 360 and will be available to start using in the coming weeks. If you haven�t tried Optimize, you can get started for free here.
Why not ask your customers?
Now, what if you could combine that kind of speedy real-world feedback with the wealth of data that you already have in AdWords? Then you could understand both what users do and why they do it.
Thats what were announcing today: remarketing lists published in AdWords are now available in Surveys 360 for surveys targeting. That means you can survey the users on your remarketing lists to find out what worked best for them (or didnt).
Want to know why shoppers abandoned their shopping carts? Ask them! Curious about how many customers converted due to your new free shipping offer? Ask them!
Easily target your survey to remarketing audiences published in AdWords.
Then change your marketing message on the spot to match what you learn. If your survey shows that the words "family friendly" are what brought customers to your hotel, you can build new ad groups to take advantage of this information. (You might even use Optimize to test new landing pages with that phrase!)
Heres an early report from the online shopping site Jet:
"Google Product Listing Ads (PLAs) have been an effective way for Jet.com to drive website traffic, but we needed to optimize for conversions. Surveys 360 connected us directly to our customers through remarketing audiences to determine which factors influence their purchase decisions most. The results were clear: customers care most about free, fast shipping and our free returns. We used this insight to revise our messaging in PLAs and across Jet.com which quickly improved performance."
�Ben Babcock, Director of UX Research at Jet.com
Getting started is easy: Just log into your Surveys 360 account with the same credentials used for your AdWords account. When you select "remarketing audience" for survey targeting, your AdWords remarketing lists will be automatically pulled into Surveys 360 and ready for use. Learn more.
All together now
1Econsultancy and Google, Marketing and Measurement Survey, March 2017
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Monday, September 18, 2017
Google Consumer Surveys Launches Weekly U S Election Poll in Google Data Studio
Google Consumer Surveys Launches Weekly U S Election Poll in Google Data Studio
With the U.S. presidential election less than 50 days away, the candidates are running full force to capture as many votes as possible. Worldwide, people are waiting anxiously to see whom the American people will pick as the 45th president. Now more than ever, the media is turning to polls to make sense of all the campaign activity.
Google Consumer Surveys � named as one of the �most accurate [polling] firms� by FiveThirtyEight in the 2012 election � has recently launched its 2016 U.S. Election Poll.
The 2016 election poll surveys more than 20,000 respondents each week from across the United States, demonstrating how Google Consumer Surveys can quickly collect thousands of representative responses. (Find out more about the poll methodology on page 3 of the polling report.)
Google Consumer Surveys, an online market research solution used to gain insights to inform important business decisions, has recently grown its footprint in politics with usage from groups such as NY Times Upshot, IJ Review, and Echelon Insights. Google�s survey platform and other online polling tools have gained popularity due to their accuracy, scalability, quick results, and low costs.
The election poll results from Google Consumer Surveys are displayed in an interactive data visualization in Google Data Studio, and voter preferences are updated weekly. This customized dashboard and report allows users to filter results by state, gender, and candidate to see different cuts of the data � and the report can easily be shared.
Check out the Google Consumer Surveys U.S. Election Poll for weekly updates as the American public gets closer to choosing its next president. Whether in politics or business, surveys are a powerful tool to get the public�s opinion. And spur lively discussions.
Happy Surveying!
More on Google Consumer Surveys
Many users, from small businesses to Fortune 500 companies, use Google Consumer Surveys today to run studies on consumer research, brand tracking, and ad effectiveness. Google also offers an enterprise survey solution with advanced targeting features such as user list and zip code targeting.
Respondents answer questions on 1,000+ publisher sites to gain access to premium content. The publishers make money each time someone answers a question on their site. Google Consumer Surveys also has an app, Google Opinion Rewards, where people can answer survey questions for Google Play credit. There are over 10M potential respondents available to survey everyday.
Google Consumer Surveys � named as one of the �most accurate [polling] firms� by FiveThirtyEight in the 2012 election � has recently launched its 2016 U.S. Election Poll.
The 2016 election poll surveys more than 20,000 respondents each week from across the United States, demonstrating how Google Consumer Surveys can quickly collect thousands of representative responses. (Find out more about the poll methodology on page 3 of the polling report.)
Google Consumer Surveys, an online market research solution used to gain insights to inform important business decisions, has recently grown its footprint in politics with usage from groups such as NY Times Upshot, IJ Review, and Echelon Insights. Google�s survey platform and other online polling tools have gained popularity due to their accuracy, scalability, quick results, and low costs.
The election poll results from Google Consumer Surveys are displayed in an interactive data visualization in Google Data Studio, and voter preferences are updated weekly. This customized dashboard and report allows users to filter results by state, gender, and candidate to see different cuts of the data � and the report can easily be shared.
Check out the Google Consumer Surveys U.S. Election Poll for weekly updates as the American public gets closer to choosing its next president. Whether in politics or business, surveys are a powerful tool to get the public�s opinion. And spur lively discussions.
Happy Surveying!
More on Google Consumer Surveys
Many users, from small businesses to Fortune 500 companies, use Google Consumer Surveys today to run studies on consumer research, brand tracking, and ad effectiveness. Google also offers an enterprise survey solution with advanced targeting features such as user list and zip code targeting.
Respondents answer questions on 1,000+ publisher sites to gain access to premium content. The publishers make money each time someone answers a question on their site. Google Consumer Surveys also has an app, Google Opinion Rewards, where people can answer survey questions for Google Play credit. There are over 10M potential respondents available to survey everyday.
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Tuesday, September 12, 2017
Using Surveys to Better Understand the Customer Journey
Using Surveys to Better Understand the Customer Journey
Your organization has plenty of data about customer behavior that tells you what different customers do where and when. You can see when they visit you online, how long they search, and how much they spend.
But too often the �why" behind their actions remains elusive. With the mountains of information you collect, the insights are often difficult to find, take too much time to discern, or require additional data. All this means it takes marketers too long to get important information that could make a real difference to the customer experience � and the bottom line.
�If you want to have a major impact, you need an integrated approach to see what is happening at all customer touch points and understand how effective you are,� says Joerg Niessing, a marketing professor at INSEAD.
The number of sources of marketing and customer data that a company integrates correlates strongly to performance vis-�-vis competitors, according to a recent study published by INSEAD. The study focused on customer and marketing data, including:
- Digital analytics, such as optimizing email campaigns, testing content, and analyzing digital pathways to optimize website use and experience.
- Customer analytics, including lifetime value and loyalty calculations, response and purchase propensity modeling, and micro segmentation.
- Marketing analytics, such as demand forecasting, marketing attribution models, market mix modeling, and media budget optimization.
- Sales analytics, including pricing elasticity modeling, assortment planning, and sales territory design.
- Consumer analytics, including surveys/questionnaires, customer experience research, and customer satisfaction/advocacy modeling.
The study found that those companies that leverage multiple sources and focus diligently on demand generation have significantly stronger business performance, especially total shareholder return.
Straight to the source
But insights uncovered from many data sources often beg the question, �Why?� To answer that, modern marketers go directly to the source: consumers.
Traditionally, companies that use surveys and field research to try to get at the �why� behind the �what� pay a lot of money for information that is often too complex to understand and too slow to arrive. When it does come in, it is sometimes no longer relevant and leaves organizations trying to solve last month�s or last year�s problem at the expense of current ones. Attempting to get speedier or less costly results risks compromising accuracy.
But innovations in market research are changing the game. Easy-to-use survey tools like Google Surveys help marketers fill out their knowledge of customer behavior much faster than traditional surveying methods.
Companies that make use of these fast, convenient survey solutions gain insight not only into what people actually do, but also what they say they will do � and in that gap there could be opportunities. �Marrying digital and marketing analytics with consumer research from surveys gives marketers deeper insights and opens up the number of hypotheses a company can test,� says Suzanne Mumford, Head of Marketing for the Google Analytics 360 Suite. �Marketing today is in near real time and your data should be, too.�
�Marrying digital and marketing analytics with consumer research from surveys gives marketers deeper insights and opens up the number of hypotheses a company can test.�
�Suzanne Mumford, Head of Marketing, Google Analytics 360 Suite
Say your website analytics reveal that one segment of your visitors are highly engaged with your site content, but their visits aren�t converting into sales. �You can ask them directly why they keep coming back but don�t end up buying. Surveys let you take your data one step further and round out the picture of the customer so you can make informed business decisions and tailor your customer experiences,� says Kevin Fields, Product Marketing Manager for Google Surveys.
Supporting business decisions with surveys
Surveys are also useful if marketers find themselves in an internal debate about two campaign concepts. Before making a large investment based on subjective opinion, marketing leaders can validate messaging by asking the target audience about their preference.
For modern marketers, surveys have become an essential element in an integrated marketing approach � they produce insights that complement those uncovered by other data sources. �I want to make sure that the customer voice is front and center but that we also surround it with other data � that we can make really good, holistic business decisions,� says Stacey Symonds, Senior Director for Consumer Insights at Orbitz.
So think about what you�d most like to ask your customers � or those who visit your site but don�t buy. Survey solutions like Google Surveys allow businesses to get sophisticated, accurate data in a matter of days, not months. Because these methods are more affordable and quick, they allow businesses to continually iterate to meet customers� needs.
�Surveys empower organizations to get answers when they matter,� Fields says. �And getting those insights quickly helps marketing stay nimble.�
Download �Measuring Marketing Insights,� an online Insight Center Collection of articles from Harvard Business Review, to learn how organizations are using market research to gain more consumer insights.
A version of this article first appeared as sponsor content on HBR.org in August 2016.
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