using data to power your media buying strategy_stephanie jarzemsky

Using Data to Power

Buying

Stephanie Jarzemsky

Google Analytics 360 Suite

1

Mars | Google

It’s all

about

Data

Mars | Google

Data explosionWhat happens in an internet minute ?

142,361,111Emails sent

and received

2,083,333Minutes used

on Skype calls

50,200Mobile apps

downloaded

347,222Tweets

120LinkedIn

accounts created

2,4 MillionGoogle

searches

216,000Photos posted

to Instagram

$203,579In Amazon sales

1,389Uber rides

400Hours of video

uploaded on

YouTube

Source: www.arbornetworks.com, VidCon 2015

How do I find

more customers?

How do I stand out in a

cluttered marketplace?

How do I measure results

and grow my business?

© Google Inc. 2016. All rights reserved.

Four strategies to seize the opportunity

Understand the

customer journey

Share insights

with everyone

Get insights,

not data

Deliver engaging

experiences


Believe there are silos in the

organisation that prevent access

to insights

57%

think

marketing measurement

tools are difficult to use

60%

believe

their data sources are

not well integrated.

84%

compete mostly

on the basis of customer

experience in 2016.

89%

Forrester

Current environment is challenging


Technology should do the hard work

The Google Analytics 360 Suite

Tag Manager 360 - Data collection

Data Studio 360 - Data Analysis and Visualization

Analytics 360

Digital Analytics

Attribution 360

Marketing Analytics

Optimize 360

Testing and

Personalization

Audience

Center 360

Audience Analytics

Third-Party Platforms


Identify high-value customer segments for targeting

Identify your target audience

Expand your audience across all

the web

Execute your integrated digital

campaign

Test and optimise Measure performance

across channels

Share results across the

organisation


Analytics 360Customer Insights


Expand the reach of your audience



the web


campaign


organisation

Test and optimise Share results across the

organisation

Measure performance

across channels


Audience Center 360

Audience Data Management


Plan and traffic an integrated campaign



the web


campaign


organisation


across channels



Personalize and optimize the experience



the web


campaign


organisation


across channels


Optimize 360Website

Personalization


Measure cross-channel performance



the web


campaign


organisation


across channels


Attribution 360Performance Measurement


Share results and collaborate in real-time



the web


campaign


organisation


across channels


Data Studio 360Data Visualisation +

Real Time Collaboration

“Companies spend a lot of money on marketing, it’s difficult to understand which

dollars are working and which dollars aren’t. The Google Analytics 360 Suite allows

you to actually understand what is working.”

-Harry Tannenbaum, Head of Business Analytics, Nest

“Google Analytics 360 Suite has a seamless integration with Doubleclick —

that’s a game-changer. Now I can personalize media based on user behaviors, such

as what they purchase.“

-Khoi Truong, Director of Analytics and Media at L'Oréal Canada

“Google Analytics 360 Suite gives us the really big ah-ha moment. When we

launched our mobile app it was actually quote only. But we saw from the data,

people were attempting to buy, and so we should put buy-related software up

there. Google gave us that insight.”

-Pawan Divakarla, Analytics Leader,

Progressive

GA360 customers gain insight & actionability

“ ...businesses that integrate multiple

sources of customer and marketing

data significantly outperform other

companies in terms of sales, profits,

and margin. They also had dramatically

higher total shareholder returns.

—From a study by Harvard Business Review, 2016 ”© Google Inc. 2016. All rights reserved.


Advertiser Publisher

Organize

all your data

Execute

campaigns across

formats, channels,

screens

Measure & Optimize

Full-funnel unified reporting, Site analytics, Attribution

Target audiences

across formats,

channels screens

Unified technology is the foundation

Google Confidential & Proprietary

Google Confidential and Proprietary

Proven impact of integrating multiple tools

219%better

conversion

rate

45%Increase in ad

revenue per

1k sessions


Activating audience data for relevant ad messaging creates

incremental sales and revenue gains

219% increase in conversion

rate & 63% CTR uplift

50% of Talk Talk’s customer

base reached with tailored

messaging on YouTube

TrueView delivered 76% CPA

reduction compared to standard

retargeting

Audience Segments used

1) What package(s) did the customer

already have?

1) Hot vs. Warm vs. Cold leads based on

site engagement

Proprietary + Confidential

AccuWeather delivers

enhanced value to advertisers

Approach:

● Linked DoubleClick for Publishers and Google Analytics

360 for deeper, integrated reporting.

● Created new highly tailored advertising packages with

high-value unique audience segments for its direct sales

teams and programmatic marketplaces.

● Collaborated with an advertiser to uncover the value of

ad campaigns on its website.

Proprietary + Confidential

45%increase in average revenue

when two new companies

began advertising

Goal:To provide additional value to advertisers and boost ad revenue

on the AccuWeather website.

6.5xmore likely than the typical user

to buy advertiser’s product

within the next 30 days


Understand the

customer journeyGet insights,

not data

Share insights

with everyone

Deliver engaging

experiences


Creating a virtuous cycle

Google Confidential & Proprietary 22

● Embrace data and bring it together

● Socialize insights to create a common language

● Leverage technology to activate your data

Key Takeaways

Thank you
