Yesterday, we launched Google Surveys 360, a powerful new part of the Google Analytics 360 Suite. Sometimes it’s enough to know what your customers are buying, where they’re going, and how they’re purchasing. But to really understand their decisions, you want to answer a harder question: Why are they doing it? To get the answer, it turns out you just have to ask.
That’s why we introduced Surveys 360: to provide a quick, cost-effective way to ask why. The new Surveys 360 is designed to help you get more out of market research by making it easy to create online and mobile surveys that help you make more informed business decisions, faster. You ask the questions, and people browsing the web will answer them as they wait to access premium content like news articles or videos, or as they use the Google Opinion Rewards mobile app.
Surveys 360 offers several advanced features that help you reach high-priority audiences, test markets, and gain a better understanding of your impact. They include:
User list to help you measure the effectiveness of your media campaigns by surveying people exposed to your ads and videos ZIP Code targeting that delivers your surveys to high-priority or test markets Custom Audience panels that take the pulse of brand perception among key consumer groupsOccupation and industry targeting to help you do business-to-business research with hard-to-reach professional audiences
Surveys 360 quickly analyzes your data and delivers it in easy-to-navigate graphs, demographic segmentations, and cross-tabs. That makes it easy to find fresh insights and help your business thrive.
BuzzFeed improves client campaigns with Google Surveys 360
BuzzFeed is one company using Surveys 360 to measure campaign performance and improve its ad effectiveness.
BuzzFeed is a global news and entertainment company that creates content intended for sharing, and helps advertising clients tell brand stories with engaging video campaigns. Campaign videos are less like advertisements and more like content people want to share. As they get shared, the campaign reach is extended.
To prove the impact of this innovative ad strategy, BuzzFeed turned to Surveys 360. As BuzzFeed launches each video campaign, it also releases surveys across the Google Surveys Publisher Network and the Google Opinion Rewards mobile app. They ask people exactly what their client brands want to know: Are the campaign videos memorable and understandable? What messages mattered most and why? Did they motivate sharing? What do consumers want to know next? BuzzFeed uses the Surveys 360 user list targeting feature to automatically put the right surveys in front of the right respondents: people who have seen or interacted with campaign videos.
Low-cost, high-quality survey data from Surveys 360 lets BuzzFeed give its clients a complete picture of campaign performance, fast. It helps them prove the value of the current campaign and even suggests strategies for the next campaign.
“With Google Surveys 360, we get more timely results. Everybody seems to want to run these studies to get an understanding of how their campaigns are performing … and what things should we do to make it more impactful in the future.”
– Margo Arton, Director of Ad Effectiveness, BuzzFeed
BuzzFeed’s culture of data-driven experimentation creates success for their clients. Watch our BuzzFeed video case study for more details.
This is only the beginning! We’ll continue to iterate and offer new features for Surveys 360 in the coming months. It’s available for purchase today in the accounts of all Analytics 360 Suite users in the U.S. and Canada. Go to g.co/surveys to learn more.
Posted by Michael Cumberbatch, Product Manager, Google Surveys 360