The Internet has come a long way since the creation of the World Wide Web in 1991, with Google becoming the leader in this field. Its primary goal is to serve the needs of Internet users, and it has been doing a great job. The company positioned itself to beat its competitors by creating the best user-friendly search engine available. It then augmented its product offering to complement its search engine and reach the widest audience possible. Today, few of us can go for a day without using one of Google’s products. We have become so dependent on them that we cannot even imagine our lives without them – thanks to Google’s user-centricity and the relevant digital experience it creates by incorporating multiple touchpoints.
Google’s consumer-centricity and Internet user experience touchpoints
The way data is transferred from one application to another to create the ultimate user experience is extraordinary. For example, location data gathered from maps analyzes what kind of restaurants we frequently visit and uses this data to suggest similar culinary experiences nearby using ads or the search results in one’s browser. The average human cannot use a mobile phone that doesn’t support Google products. Our contacts, GPS, emails, calendars, searches, cloud storage, phone’s operating system, and apps are all linked to Google directly or indirectly.
Google set up a guide based on five fundamental principles shaping the digital transformation, which are called the five As:
1.Audience: Based on compiling online data, centralizing, and evaluating it to form a strategy to identify and engage the right people.
2.Assets: The production of relevant, context-sensitive ads using acquired insights from user data gathered in a fast and straightforward way to create a rich user experience.
3.Access: With reach as a primary target, the use of cost-effective tools to manage contact frequency without jeopardizing transparency and brand safety standards.
4.Attribution: Models that account for the dynamics between channels and devices to eliminate errors attributed to the last-click model, which considers that the last-click is the interaction that made the user commit to the purchase. Attribution is about measuring the value of each point of contact.
5.Automation: Simplifying and improving performance using machine learning to reduce costs and create a consistent user experience that is fast and efficient.
Google’s current primary focus is gathering information from all the free products to present relevant and useful ads, which eventually generate profits and improve the user’s experience. This model is now being adapted and used by many online providers, which use free products to gather data to enhance the online experience.
Over time, the Internet’s use has become all about efficiency and the intelligent use of data. A process that used to take 30 minutes online is now doable in 30 seconds, and the flow of data has been adapted using machine learning to make things as simple as possible. Today, Internet users rarely receive irrelevant information or random ads that pop up unexpectedly and trivially.
For Google, the experience touchpoint is the user’s interaction with a specific product, whether through an ad, a blog post, a click on an ad, a website visit, or the purchase itself. Google can record up to 5,000 interactions per conversion path.
There are three essential types of communications: the first are related to interactions based on position. Interactions based on a location can be subcategorized into three parts: first interaction, middle interaction, and last interaction (or first touch, middle touch, and final touch). The second are related to the type, such as click interactions, impression interactions, and direct visit interactions. And, lastly, interactions based on campaign or traffic-source type, such as a keyword interaction, campaign interaction, Facebook interaction, and many more. An assist interaction is any interaction other than the last interaction.
Google Analytics consists of two types of analysis:
1.assisting interaction analysis, which handles the interactions other...