Written by James, Engagement Director, Phenomblue LA:

Spring-cleaning will come early next year for Google Analytics. In January 2012, Google will remove its old version of Analytics to focus on its new, and improved, analytic tools for users.

We all know it can be challenging at times to let go of the old – but with the ability to customize up to 20 dashboards specific to your companies needs, you’ll be able to quickly and effectively measure the success of online initiatives.

Have you spent countless hours mining through data to better understand what, when, why and how conversions happen? I’m guessing I’m not alone here.

We’re excited to continue creating engaging experiences while supporting our partners with the very best Google has to offer. Our team is able to measure how successfully campaigns are performing in order to reevaluate and adapt if necessary. We utilize Google tools to motivate continued research; for example, we can see where things are happenings and then take a closer look to diagnose the change. We examine other analytics, such as sentiment, to put the data in context.

Measurements come in all shapes and sizes. The beauty of the new system is that it allows different users to measure different initiatives across their brand’s online presence. If your CEO or CMO only has a short amount of time to review data on a daily basis you can setup a dashboard to include mobile device info, total visits, traffic source, etc. Or each of your departments could set up its own dashboard to track related stats. If you have a variety of creative in place and need to track specifically your SEO, paid search or email marketing campaigns, you can segment those out as well.

Interactive agencies, like ours, are becoming more and more calculated in their approach with real time data, site navigation and event goal flow reports. Similar to going to the doctor, it can be a challenge to provide a diagnostic without the necessary research. Analytic tools allow us the opportunity to ensure that we can track, analyze and quickly determine if and when a user is abandoning an experience. All in all, as interactive advertising continues to advance, the effectiveness of experiences we create is strengthened because of tools like these.