For marketers who rely on analytics for evidence-based decision making, this new multi-screen world has also presented some new measurement challenges and some great marketing analytics opportunities.

In late 2012 Google Analytics introduced the exciting concept of Universal Analytics—that is, the idea of using a single unique identifier to provide much better picture of user behavior as an individual and not a series of different device interactions. Google has also recognized the powerful potential of bringing together prospect and customer data from other marketing technology tools such as Customer Relationship Management (CRM), Marketing Automation and Content Management Systems.

What is exciting about Google’s proposed solution is that it recognized that marketers have begun to develop sophisticated, join-up marketing technology ecosystems, each with their proprietary view of your prospect or customer, and have proposed a method of connecting these systems for a more complete view of your customers’ buying journey. Read more