According to Google Analytics, it will be rolling out new Benchmark Reports over the coming weeks for any users that have opted in to share their data anonymously with Google.
The new reports pull industry acquisition and engagement metrics from 1,600 industry categories, 1,250 markets and seven size-buckets, allowing users to analyze data by channel, location, or device category dimensions. Also included is a heat map feature which Google Analytics claims will identify areas that could use more attention.
Along with the announcement, Google Analytics included comments from Twiddy.com, a vacation rental company that has already taken advantage of the new benchmark reports. The company’s CMO said he used the report to help fine-tune his email marketing efforts.
“We launched an email last week based on our findings, and it shattered our email marketing records,” said Twiddy.com’s CMO Ross Twiddy who claimed the email’s average open rate climbed to 48 percent and generated a 40 percent click through rate.
Google Analytics noted how the benchmark reports helped Twiddy.com drill down into factors like price range, location, and rental type – factors that were most consistent with repeat bookings, and most likely to up conversion rates.
Here’s a screen shot of the benchmark report Twiddy.com used:
The new reports can be found under the “Audience” section of the reporting interface.
Users can access the reports once they become available by checking the “Share anonymously with Google and others” box from the Google Analytics account setting tab on the admin page.
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