Best Internet 2022: GA4 will be a pot of gold. But can we harness this? 

Author: Heidi Ojamaa

LeverUP sponsored and took part as an exhibitor of the oldest Äripäev’s conference yet in Estonia – The Best Internet Conference. It was a whirlwind of interesting and intriguing discussions and workshops. Here we have gathered some of the insights we got. 

By far the most exhilarating presentation came from Google Marketing Platform Account Manager, Iiern Low and Sense8 Digital Technology, data engineer and managing director Oana Lupoaie on GA4 and the cookieless future that waits for all marketers. They made it very clear that GA4 brings changes in data models and data processing. And as Google is adding AI to the mix, it will fill gaps in data models and allow building predictive models even with incomplete data.

GA4 can take into account a larger number of events on the web. Not only clicks are important anymore, but also page scrolling, human movement on pages, video engagement, outgoing clicks, etc. In addition, GA4 allows you to consolidate web and application data in one view. For marketers, it’s essentially a pot of gold. A completely other question is whether we are able to harness this.  

For our Salesforce Marketing Cloud (SMC) customers there is a light at the end of the tunnel. There is no need  to change anything in Salesforce Marketing Cloud for the GA4 upgrade. The integration between Google Analytics 4 properties and Salesforce Marketing Cloud lets you see Analytics campaign, usage, and content data in Salesforce.

How to connect with the unknown users

In our workshop we discussed how to connect with the unknown users, how Marketing Cloud Personalisation helps with that and how a personalised marketing strategy looks like. We also talked about what tasks and in what capacity marketers can assign to AI. Salesforce AI Einstein has more than 50 different functionalities – from analytics to direct contact with your customers, to website personalisation, to funnel management.

Best Internet Workshop
Märt Joersaar, LeverUP Consulting

A personalised marketing strategy is based on three pillars:

1. Improving the customer experience

Salesforce’s Marketing Cloud Personalisation makes it possible to change the website experience in real time without the visitor noticing. Let’s say a visitor clicks on an ad, then when they reach the campaign’s landing page, its images change according to the visitor’s preferences. With this tactic, it is possible to reduce the bounce rate by almost 25 percent.

If you apply a similar tactic to visitors who land organically on the homepage, the bounce rate can decrease by as much as 45 percent, according to Salesforce.

2. Supporting the purchase journey

According to the user’s previous searches and preferences, visitors can be directed to different parts of the website, for example to the bottom banner. If you know that a potential customer is interested in, for example, a specific product solution, you can show him a pop-up window that offers information about the desired product. This solution can increase campaign leads by 29 percent.

3. AI-powered content

Einstein, Salesforce’s artificial intelligence, provides visitors with customised recommendations for content or products. As Amazon does, if you’ve been looking for hiking gear there, the page will not only offer you hiking boots, but also backpacks.

Data is at the forefront of personalised marketing

Data management and analysis is crucial in personalised marketing, but in a cookie-free future it can be difficult to put into practice.

However, B2B marketers often have more data than they think. Anyone with a web analytics tool running on their website has data. You may not have a customer’s email address or name, but you may know where they are, what they are doing, or what pages they have visited on your site. This is all valuable data.

One way to look at personalisation is to think of it like a pyramid. The bottom layer contains behavioural data that you get from a web analytics tool that requires low-risk personalisation.  

The second level is where we register the user by offering them a loyalty card. This way we can capture the names and interests of potential customers and that data becomes a little more accurate with our personalisation efforts.

At the top of the pyramid are customers already known to marketers and can already be offered a highly personalised experience.

If you would like to know more about personalised content and marketing automation,  contact us.

Best Internet

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