VisitScotland has become the first UK brand to sign up for the newly launched Google Analytics Premium service, an enhanced version of its highly successful Google Analytics technology.

The deal was brokered by I Spy Marketing, one of the first wave of UK-based resellers to be authorised by Google to offer the service.

I Spy will also be providing VisitScotland with assistance with configuration, training, technical support and analysis of the data output.

VisitScotland works to ensure that its visitors experience the very best of Scotland and that the country makes the most of its outstanding tourism assets and realises its potential.

The organisation was particularly impressed by the “simplicity of the interface and data management and ownership” that is offered by the premium service over and above the other choices currently on the market, the organisation said in a statement.

Commenting on their selection of Google Analytics Premium, Paul Bruce, analytics & optimisation manager, VisitScotland, said: “Google’s ambition for its Premium product matches that of VisitScotland’s.

“Google Analytics Premium is not only competitive with other enterprise products on the market, it offers a level of innovation that allows us to connect all the digital touch points with a simple structured approach which is refreshing.

“The new product offers a clear and consistent approach to gaining visitor insight assisting us in making intelligent business decisions driven by those insights.”

Google Analytics has become almost the de facto analytics tool for the online marketing manager in the UK – especially for mid-sized businesses.

The new GA Premium offers marketers more powerful analysis; quicker insights and therefore the ability to make smarter decisions; and on hand support to maximise their investment in the technology.

In addition, GA Premium provides advanced attribution modelling techniques, allowing insights into marketing channel interactions.