Blog Post

Salmon attends Google Analytics Partner Summit 2017

Salmon attends Google Analytics Partner Summit 2017

Being part of the Google Analytics Certified Partner programme, the Salmon Digital Intelligence team were invited to this year’s conference in San Francisco. Attended by over five hundred other partners from across the globe, analysts, developers and Googler’s gathered to discuss all things Google Analytics. The summit was a great blend of strategy and product roadmaps, brought down to earth by live technical demonstrations showing some of these ideas in action. There was also plenty of opportunities for partners to feedback on aspects of the tools. Below are the top five themes discussed with fellow delegates at the summit.


All the great new features Google are adding to tools across the suite, though as with anything this exciting there is a catch... It's all confidential, I can't share any of the great new stuff that is on its way, yet. If you are interested in keeping up to date with the latest and greatest public updates a good starting point is the release notes for Google Analytics, Google Tag Manager, Google Data Studio and Google Optimize. Alternatively, for a less technical read there is the Google Analytics Blog and the GA twitter account.


Connected data and how we can integrate multiple data sources faster and more efficiently to provide deeper customer insights. A recent study by econsultancy showed more than half of marketing, digital and ecommerce professionals surveyed had difficulty unifying data sources. This can be remedied with steps as simple as built in integrations between tools or more complex cross vendor integrations but alarmingly these issues often linger as people won’t speak up for frae of the wrath of an analyst who is producing millions of reports for the company.


Once it is all connected there is then the matter of how to democratise data. Making it easily available and applicable for users at all levels of the business and with varying analytics knowledge. Gone are the days of sending a huge weekly excel spread sheets full of numbers to all members of the business. We have seen great results from using tools such as Google Data Studio where we can produce a single page of data with the key dimensions and metrics needed by a user. Previously only data from Google products such as Sheets, AdWords and Google Analytics could be included but the newly released Community Connectors for Data Studio also opens up the ability to include data from almost any source with minimal developer input.


Privacy, from the 25th May 2018 the UK and all organisations operating within the EU and organisations outside the EU that offer goods or services to individuals in the EU will need to comply with the new General Data Protection Regulation (GDPR). This new regulation defines new principles that increase the security of customers data and defines key processes in the collection, storage and use of this data.


New Technology and trends, as our global head of consultancy Hugh Fletcher details the future of online sales is going to look very different with Zero UI and programmatic commerce both as little as two years away. These new shopping methods will drastically change the way we currently track customer journeys and how we measure success.

Get in touch today if you want to discuss any of the above in more detail, or to find out how Salmon Digital Intelligence can benefit you and your clients.