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What Hexcode Does Compared to Google Analytics 360 suite of products

While spending a lot of money for business, it becomes necessary to understand the portions of expenditure that are in use or not in use. Thus, one can understand the parts, where expenses are working to earn fruitful results. Google 360 suit is a global infrastructure that offers a solution in such case. These 6 separate products mentioned below are available under the broader head of Google Analytics 360 suite of products.

    * Analytics 360: Gain new insight with a total view of the customer experience.

    * Tag Manager 360: Get more data and less hassle with powerful APIs and partnerships.

    * Optimize 360 (beta): Test and deliver more personal experiences on your site.

    * Attribution 360: Discover the true value of all your marketing channels.

    * Audience Center 360 (beta): Match the right people with the right message.

    * Data Studio 360 (beta): Build beautiful and shareable reports, with all your data in one place.

As per today's date, 3 of these products are still in Beta phase, which means they are commercially not ready to be used. However, let's have a brief review of what they have in store for us and what we can give you compared to all these.

Analytics 360:This product addresses the question "Do you really know your customers?" Or said in a little different way, "Do you know what your users want?" Essentially it's to study your own business, considering that you do not know your own business. It's addressing the question, how did my customers arrive at my site? Did they buy anything? If not, how close did they come? Which channels drove direct or assisted conversions? Which products are often brought together? What content is more popular? What drives deep engagement? What attracts user to my site and what keeps them there?

So, it's necessary to do a good study of your site users to know their need, if you have some sort of advertisements on your site. You can also use this tool to evaluate your given advertisement's performance, whether it is well or not. Here the question is, do we need this, when we sell hotel rooms or restaurant seats or hospital beds in India?

As per today's date, 3 of these products are still in Beta phase, which means they are commercially not ready to be used. However, let's have a brief review of what they have in store for us and what we can give you compared to all these.

Instead, HCT uses mostly known advertisement channels like Facebook, Twitter, LinkedIn, Google Ad words, Bing Advt. etc. Eventually, while using these channels, we keep watching things in coming 3 months. Next to it, we sit with the decision makers to ensure spending our money mostly on whatever is producing results, depending on our analysis.After consulting you, we do the analysis and take actions depending on the analysis.

Tag Manager 360: According to Wikipedia, Google Tag Manager is a tag management system created by Google to manage JavaScript and HTML tags used for tracking and analytics on websites. Tracking and analytics mean, how long one person read one particular page, which link did he click on it etc.

Now, it's fortunate that we track and analyze how the site is performing in a much simpler way. We do not use tags, but use analytics code developed by our engineers to get information related to activities happening in our site. Even, we do not see any need to spend our effort on such complex tag management, while we hardly have that many variations to do within our limited time. These things can be beneficial when you need to address people from multiple countries having multiple cultures.

Moreover, we also take action if we find that the website is not functioning as per our expectation. We simply do not leave the data for nonprofessional people to decide what to do next with it. Our motive is very simple. We somehow have to increase the revenue in a legal and ethical way. So, we cannot impose anything on anyone else to take care depending on our analysis. It's a single window service, where we definitely do analysis and tracking, and then depending on the results, we take action. Even it's a cycle, where we will track and analyze the entire thing again until and unless we reach our level of expectations. Hence, reasonably it is a bit time consuming effort.

Optimize 360 (beta): (It's in beta stage at the time of writing this piece, hence it is not available yet commercially in the market and all information used here is from Google website.) It will let you create and test experiences for your website visitors. Essentially you can create separate sites, and test which one is performing better, using this tool.

The big question is, do we have the resources, like time and money to do that? We definitely work on it, even if it takes a lot of human effort. So, our work may not match with this kind of tool, which is still in its beta level.

However, we too do similar kind of things, while creating different landing pages to cater different sites for viewers of different segments. Eventually we match it with what we are trying to advertise. We think this achieves much faster turnaround than optimize 360.

Attribution 360: This helps you to measure and optimize marketing done for all the online and offline channels quickly. Digital attribution (like Facebook, twitter marketing), TV Attribution (performance of your advt. on selected TV channel.) and Marketing Mix Modeling (like radio, TV, Newspapers, Magazines and Digital) all combined together gives you certain results, using which you can predict how each of them work for your goals.

However, we too do it simply using different website (landing page, to be more specific) address, and track and analyze them to reach at a decision quickly, instead of having a more complex situation, like proper time to run TV advt. or the time when print media comes out in public to measure the results afterwards.

Audience Center 360 (beta): It essentially gives Demographic information on audiences from similar categories based on lifestyle and interests and on market audiences, who are actively researching products and services. Companies use it to determine the effectiveness of advertisement channels. For example, which periodicals one should go for or which TV channel will give maximum benefit if advertised on it etc. So, it's distantly connected with your revenue system.

This could be (though I personally have even a lot of doubts here, hence "it could be" but not "it necessarily") a very good product for enterprise companies who advertise their products across multiple channels, and has a sizeable amount of cross-cultural customers. It's not any way matching the smaller companies' objective of simply increasing the revenue with an optimum cost.

We believe that our clients must know their business and customers very well. Moreover, our intended clients should have certain level of intelligence to sit for a proper business consulting meeting (where the owner or decision maker will set aside some time to do this meeting without picking up calls or diverting his attention to anything else) with them. Business consulting meetings would take place quarterly, where we can unearth many untapped potentials to undertake proper marketing and sales. We do not do something hypothetical, which may or may not increase your revenue, but actual increase of revenue.

Data Studio 360 (beta): This is claimed to create very good reports based on information obtained from multiple sources. Now, we need to answer whether we need "beautiful report" to do something additional things based on this report or need actual "increase of revenue". One should think this is not at a level to provide any perceivable revenue increase for our current target customers by having a report LOOKING PERFECT.

After considering all of the above, we found that the full suite of Google Analytics 360 product lines can only help you someway or the other to take some decisions, whether you need to take that decision or not, is not considered, unfortunately!