Google Tracking and Testing Retail

Google is beta-testing and tracking consumers Android data. The tracking and testing program called “Estimated Total Conversions,” aims to monitor Android users and iOS users through consumer purchasing behaviors from registered store visits through smartphones. The data that can be accessed include Gmail, Google Maps, Google Search and more. The program supports tracking for devices and offline conversions of signed-in Chrome users.

The program can also detect where the consumers place of origin is when shopping. Android users who have selected an opt in option to its "location services" will be tracked. Android consumers are offered a “do-not- track” button for their devices embedded in Google Chrome browser. Privacy and security are covered when users are not opted out of the tracking with proper login with IDs. By significantly adding shorter deliverable cycles, real time accuracy, fast turnaround, the cost saving benefits are preeminent. The new program was launched last October in efforts to further expand Google's new "estimated total conversions" initiative.

The Google Chrome Android version launched last year 2012, supports mobile devices for orientation and geolocation. Chrome is  used by 43 percent of internet users worldwide. This study done by Statista, noted that in North America, only 34 percent of people use Chrome, the lowest in the world. Google will aim to improve customer loyalty and satisfaction and, in turn, increase revenues and profits. The analytics technology should deliver for the company proper decision support to help make informed decisions quickly. On being keen to relevancy of risk management within this sector, the organization should be able to establish the short-term value of leveraging advanced analytics, than latter in the process being able to invest in longer-term value without fear of privacy, risk or failure.

Mobile Commerce

Google can leverage multivariable testing to determine the most effective marketing, including messaging for new products, optimal pricing for maximum revenue, and promotional offers to increase conversions. According to eMarketer, “Google gains 33% of revenue in the worldwide advertising market this year, up from 31% last year. Share of worldwide mobile web ad revenue will reach nearly 53.2% this year, up from about 52.4% this year."

Organizations have ability to recognize what products the customers have viewed by platform. The technology by Google is an updated version to traditional cookies with the company having full ownership of its tracking data. Most organizations today are yet struggling to deal with vast amounts of data information. Determining the right channel and digital marketing “experience” mix to communicate for your organization is needed. Google tracking technology reflects how online retail is moving forward in the future.