Offering and managing the privacy of client data is a topic that is more and more challenging to businesses and business people which offer services and provide attention to clients through digital platforms. To offer options in response to growing needs, Google launched GA4, the new version of Google Analytics whose focus is targeting privacy.
According to Angie Jimenez, the VP of Operations at Extendo, the new version offers confidence despite the restrictions on cookies and the identifiers, and generates, for example, multiplatform insights, which allow you to obtain the complete map of the user’s route through different digital channels.
What does this mean? Previously, if a person connected from a cell phone or from a computer, they were registered as two different users. “This double registration inflated the data without allowing the analysis of the complete client journey, the famous and very sought after “customer journey”, explained the Extendo expert.
The customer journey allows marketing, sales and product teams to make informed decisions and more intelligent investments thanks to the data and knowledge that they have on the client, especially on their behavior.
In this sense, a large part of GA4’s proposition is to add value and allow timely results if they are managed in an appropriate manner. To succeed, it is important to develop at least three key processes:
- Understand how the client interacts. You can rely on this information to improve the implementation of commercial strategies to meet sales targets. For example, if your business offers an eCommerce option, you might know which products are bought at certain moments which will allow you to identify patterns and define the appropriate time to promote specific products.
- Gather your own data. The interactions are not produced in just one platform, generally they are distributed across the website, CRM and social media. The aim is to unite the data in one location to consolidate it and afterwards apply integrated and precise digital analysis. No one wants to have a client data “Frankenstein” and much less if you do not trust in this data.
- Ask for the client’s consent. It is important to explain in detail to the client which data is collected, how and why. The client always needs to see the benefit or value of this exchange, if they are going to agree to share their information. The key point is that the businesses ensure that this data will be correctly managed, respecting their privacy.
The new Google tool allows businesses to know their clients better and develop steps in a conscious manner to collect the information necessary to provide personalized experiences and improve the service and the relationship with every client.