Google Cloud Platform Blog
Product updates, customer stories, and tips and tricks on Google Cloud Platform
U.S. Cellular reveals true impact of digital media on sales with Google Analytics Premium
Friday, July 25, 2014
Cross-posted from the
Google Analytics Blog
With 10.6 million cell phone customers and retail stores in 400+ markets,
U.S. Cellular
needs to reach a lot of people with marketing messages. That's why U.S. Cellular uses many marketing channels -- online, in-store and telesales -- to drive mobile phone activations.
U.S. Cellular was challenged though. They didn’t know how many of their offline sales were driven by their digital marketing. This made it harder to adjust their media mix accordingly and also to forecast sales. To fix that situation, U.S. Cellular and its digital-analytics firm, Cardinal Path, turned to Google Analytics Premium and its integration with
Google BigQuery
.
Part of
Google Cloud Platform
, BigQuery allows for highly flexible analysis of large datasets. The U.S. Cellular team used it to integrate and analyze terabytes of data from Google Analytics Premium and other systems. Then they mapped consumer behavior across online and offline marketing channels. Each transaction was attributed to the consumer touchpoints that the buyer had made across various sales channels.
The result: U.S. Cellular got real insight into digital’s role in their sales. They were surprised to find that they could reclassify nearly half of all their offline activations to online marketing channels.
U.S. Cellular now uses this complete (and fully automatic) analytics framework to really see the consumer journey and forecast sales for each channel. Their team has the data they need to make better business decisions.
“We’re now in the enviable position of having an accurate view at each stage of our customer journey," says Katie Birmingham, a digital & e-commerce analyst for the company. "The Google Analytics Premium solution not only gives us a business advantage, but helps us shape a great customer experience, and ultimately ties in to our values of industry-leading innovation and world-class customer service.”
Be sure to read the
full case study
.
-Posted by: Suzanne Mumford, Google Analytics Premium Marketing
Free Trial
GCP Blogs
Big Data & Machine Learning
Kubernetes
GCP Japan Blog
Firebase Blog
Apigee Blog
Popular Posts
Understanding Cloud Pricing
World's largest event dataset now publicly available in BigQuery
A look inside Google’s Data Center Networks
New in Google Cloud Storage: auto-delete, regional buckets and faster uploads
Enter the Andromeda zone - Google Cloud Platform’s latest networking stack
Labels
Announcements
193
Big Data & Machine Learning
134
Compute
271
Containers & Kubernetes
92
CRE
27
Customers
107
Developer Tools & Insights
151
Events
38
Infrastructure
44
Management Tools
87
Networking
43
Open
1
Open Source
135
Partners
102
Pricing
28
Security & Identity
85
Solutions
24
Stackdriver
24
Storage & Databases
164
Weekly Roundups
20
Feed
Subscribe by email
Demonstrate your proficiency to design, build and manage solutions on Google Cloud Platform.
Learn More
Technical questions? Check us out on
Stack Overflow
.
Subscribe to
our monthly newsletter
.
Google
on
Follow @googlecloud
Follow
Follow
Follow