28 Nov Mobile takes the lead
Source: Google Analytics Data, U.S., Q1 2016.
Mobile is just another source of data that can be integrated to provide a more holistic view of the customer journey. More Google searches are taking place on smartphones than on desktops and laptops—globally.4 And across the millions of websites using Google Analytics, more than half of all web traffic is now coming from smartphones and tablets.5
But many companies struggle with exactly how to manage and integrate mobile data. “People are still thinking of mobile as something different,” Sagnik said. “But we’re at the point where mobile is the status quo.”
At Progressive, data insights helped improve customers’ experience with its mobile app. “When we launched our mobile application, it was just quote-only,” Pawan said. But the team recognized its mobile users wanted to do more than simply get information. “We said, ‘It looks like, from the data, people are attempting to buy, and so we should put buy-related software up there,'” Pawan explained. “It was a really big ‘aha’ moment.”
To lead successful data-driven initiatives like Progressive, analytics executives must overcome challenges in three areas: accumulation, analysis, and action. Put another way, analytics leaders need to be able to easily integrate more data sources, harness advanced technology for faster and more sophisticated analyses, and extract insights that lead to improved business performance.
By using analytics solutions, including Google Analytics 360 Suite, to integrate data sources and machine learning to analyze the data trail that people constantly create, organizations like Progressive can gather more (and more valuable) insights and improve the customer experience—often without human intervention.
“People have very fundamental needs when it comes to analyzing information, and machine learning can help them focus on what really matters,” Sagnik said. “Rather than just reporting information and telling you what’s wrong, machine learning technology can help you fix it.” And if things are going well? “Machine learning can help you do more of what’s working—and do it automatically.”
Businesses like Progressive and Macy’s that successfully value data over intuition tend to focus on three A’s: accumulation, analysis, and action. For more on all three, access the full white paper from MIT, “How Analytics and Machine Learning Help Organizations Reap Competitive Advantage.”