Google Says Digital Marketers Should Share the Stories Behind the Data
Thinking more about these connections and relationships between data and direct corporate messaging to consumers and customers is key for business leaders who want to improve their communications with the public to benefit their business, wrote Waisberg. "Marketers are responsible for messaging; as such, they're often the bridge between the data and those who need to learn something from it, or make decisions based on its analysis. By rethinking the way we use data and understanding our audience, we can create meaningful stories that influence and engage the audience on both an emotional and logical level." Google often provides information and help for digital marketers. Earlier this month, Google offered a free, self-paced online Google Analytics Platform Principles course to help digital marketers gain new insights and lessons about the platform. Participants learned about the four components of the analytics platform, including data collection, processing, configuration and reporting, as well as about how analytics collects the data you need across different devices. They also learned key concepts for customizing analytics data in useful ways. In June 2013, Google bolstered its DoubleClick digital advertising and marketing platform with some key upgrades, including a new ad campaign manager and social media integration with Wildfire. The new features were aimed at helping online advertisers use digital media more effectively and successfully, according to Google. The first part of the improvements was the replacement of the former DoubleClick for Advertisers interface with a new DoubleClick Campaign Manager, which Google called the biggest upgrade to the platform's core ad server in the 15 years since it was begun. The new social media features have been added to the DoubleClick platform through integration that's being built using Wildfire's social media platform, which Google acquired in 2012.
In September 2013, Google launched a new DoubleClick for Advertisers (DFA) Academy to provide more advice and self-paced training for its DoubleClick advertising service customers to reap even better results from their online ads in Google Search and elsewhere. The online academy provides help for general questions as well as more detailed, specific inquiries. The online DFA Academy is a self-paced learning path designed to guide users through core help articles and online training courses. It is designed around "checklists" that participants can use to mark their progress and new competencies before moving on to the next lessons and skills.