The pandemic has changed the way we do business. Most of your clients probably aren’t meeting customers in person, or if they are, it’s with minimal contact as possible. As this new way of conducting business takes hold, much of it online, it’s going to require a new set of tools to help your clients better understand their customers.

This week, Google released its latest version of Google Analytics. It lets marketing professionals learn more about their online customers, whether they came through a mobile app or the company website. It’s important to not only understand how they get to you, but what they did while they were there.

As you build a more complete picture of the customers, even smaller businesses can use this data to deliver a more customized experienced based on this knowledge. At a basic level, this means that you don’t treat new customers the same as existing ones. It also helps you understand which products or services they use or are interested in, and deliver content that makes sense based on that information.

While Google Analytics alone isn’t going to help you customize your interactions, it can provide a much-needed data layer to get you on the way to a more customized user experience. At the very least, you can show your clients that there is power in this data. And by taking advantage of it, you can create more satisfied customers who come back and tell their friends.

It’s free

What’s more, the basic Google Analytics package won’t cost your clients a dime. Customers can just connect their website or apps to the service and begin looking at the data. This can give your clients access to some pretty sophisticated capabilities such as understanding which set of customers is most likely to buy and which is most likely to churn.

It does this automatically via an underlying machine learning layer on the Google Analytics platform. This is the same kind of data that large companies get using expensive marketing and sales tools. And it puts the data you’ll need for more sophisticated marketing within reach of anyone, regardless of your business size.

To truly take advantage of it, you’ll probably want to use it in conjunction with a marketing automation tool like the one from HubSpot we wrote about earlier this month. You can import the Google Analytics data and begin to do things like sending customized emails. For example, you could try to sell additional products or services to a loyal customer, or nudge a customer who abandoned the shopping cart to come back.

In cases like this, you are acting as your client’s trusted technology advisor. You might not know everything about marketing and sales. However, by pointing your clients to free tools like Google Analytics and providing some training on how to best use these, you can become your client’s tech hero.

Photo: Rawpixel.com / Shutterstock

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Posted by Ron Miller

Ron Miller is a freelance technology reporter and blogger. He is contributing editor at EContent Magazine and enterprise reporter at TechCrunch.

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