1. Big Data -From Knowing to DoingTim ReisHead of Performance ProductSolutions

2. Google Confidential and Proprietary 3. Google Confidential and ProprietaryWhat drives consumer behavior is unchanged 4. Google Confidential and ProprietaryWhat drives consumer behavior is unchanged 5. Google Confidential and ProprietaryWhat drives consumer behavior is unchanged 6. Google Confidential and ProprietaryWhat drives consumer behavior is unchanged 7. Consumers want... ...so they... ...so advertisers... ...but now...Google Confidential and Proprietary 8. SEE THINK DO CAREGoogle Confidential and ProprietaryPurchase 9. SEE THINK DO CAREAccount LoginTrack & View OrdersGoogle Confidential and ProprietaryBlogWish ListsNewsletters Shop CatalogSocialPlan OptionsSubscription OptionsBest SellingTop RatedAbout UsVideoInspiration BoardsFashion UpdatesSocial AmplificationFit GuideRewards ProgramMobile AppsIn-Store EventsPurchaseAdd to CartStore LocatorCreate an AccountCall NowMake an ApptJoin Email ListContact UsLive ChatWrite ReviewsShare with a FriendGift CardsSite SearchReturns & ExchangesRefer a FriendRecommended for YouAppointment ReminderDownload App 10. SEE THINK DO CAREGoogle Confidential and ProprietarymDisplaymVideomSearchmApps mApps 11. AnalyticsKnow Insight ActionOperating System/Browser Infer audience characteristics Ensure compatibilityw/technology & audiencesophisticationWhats working/not? Some pages outperform others Adapt user flowWhat draws people? Sites and keywords that work Revise media plan & creative toreflect user passionBounce rate Where you lose people Experiment with stickier creativeHow people linger What paths & content are sticky? Refine content & pathwaysMobile/Tablet/Laptop Under what circumstances toGoogle Confidential and Proprietaryconsumers engage?Ensure technical & situationalperformance 12. Google Confidential and ProprietaryDevice signalsSEETHINKDOCARE 13. Location signals SEETHINKDOCAREGoogle Confidential and ProprietaryA short driveWhy drive?A really short drive 14. Google Confidential and ProprietaryRemarketing/In-Market - many intent signalsLog into emailLog into socialnetworkEmail friend aboutcar reviewsCheck back into email toshare reviews with spouseCar safety sitefor electric carsVisit blog discussingelectric carsRevisit manufacturersite to read pricingoptionsVisitssite to see optionsfor car financingClick ad for hybridto see interior onmanufacturer siteConsumerresearchProduct orservice listingsContent with strongconversion history torelated segmentRecency andfrequency ofvisitsViews and clickson related ads 15. Toll Brothers uses in-market audiences to complementRemarketing efforts and grow leads and lower CPA by up to 50%One of our biggest challenges is qualification.What we learned about In-Market segments, itwas a way to reach a more qualified audience ofpeople actively searching for a home. We foundthat In-Market segments fuel our Remarketingcampaigns. They increased our number of leadsfrom Remarketing, decreased our cost-per-lead,and help build our pool.Google Confidential and ProprietaryAboutToll Brothers is a luxury home builder that has specialized in buildingunique semi-custom homes and upscale communities since 1967.Goals- Grow quantity and quality of leads- Maintain or decrease CPAApproach- Began using in-market audiences in parallel with remarketing- Targeted segments related to real estate and homes- Used Similar Audiences to find valuable users- Used keyword contextual targeting to build out remarketing listsResults- Up to 50% lower CPA on remarketing campaigns- Grew leads from remarketing- CTR on remarketing ads grew up to 3X- In-Market Segments grew remarketing list volume 16. App v web SEETHINKDOCAREGoogle Confidential and ProprietaryApps excel atmaximizingexistingrelationshipsMeijers appremovesfriction fortheircustomers... 17. Coming soon - immersive, full-screen mobile SEETHINKDOCAREGoogle Confidential and Proprietary 18. Google Confidential and Proprietary 19. Google Confidential and Proprietaryand then... 20. Google Confidential and Proprietary