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Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
Emma Higham - The Future of Doubleclick with Google Analytics
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Emma Higham - The Future of Doubleclick with Google Analytics

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DBi & Google Event July 2014

DBi & Google Event July 2014

Published in: Data & Analytics
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  • 1. The future of DoubleClick with GA Using tech to design a tailored approach Emma Higham Industry Analyst Media Buying Solutions emmah@google.com
  • 2. Tailor your website Data-driven design
  • 3. GA enables a tailored approach to design High BR on dress page in April1 Sophie lands on dress page on Zalando.at Prom dresses converting 2x 2 3 Dress page is optimised for prom season
  • 4. Tailor your marketing Good data enables personalization
  • 5. Data flow within a great platform doubleclick audience center ACCESS ANALYSIS ACTION Audience Composition Audience Reach and Frequency Lookalike Modeling Audience Performance Advanced Segmentation 1p audiences Site Analytics Campaign Data 3p audiences Offline/CRM Buying platforms Content Personalization Site Analytics Creative Optimization Email
  • 6. GA insights are used in DBM to tailor your marketing Google Data: Audience, Youtube & Contextual Google Analytics Premium Segments Doubleclick Search Adserver and Adwords First-party data Third-party data Use stack data to enhance your programmatic buying across desktop, mobile, tablet, display & video.
  • 7. GA enables a tailored approach to design 1 Sophie searches for moving companies Dynamically targeted ad offering monthly payments She abandons checkout at payment 3 NEW SOFAS Monthly Payments! 42 She clicks on an ad for sofas
  • 8. Case study: powerful DBM & full stack integration How valuable are they? Are they engaged with our brand? CPA 80% below target 900% Budget Increase 8 person team trained 6 million extra engaged cookies Have they bought from us before?How likely are they to convert? Telecom Advertiser’s Website
  • 9. Thank You. Emma Higham Industry Analyst Media Buying Solutions emmah@google.com

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