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Catching Up On Trends



“Advertising generally works to reinforce consumer
trends rather than initiate them”

           ...
Trend Seeker – Mr X



                  • Owns Auto X car dealership

                  Wants to evaluate his:

         ...
What’s the Trend?


What are people talking about?
               Is my ad campaign
                capturing popular     ...
Catching Up on Trends

                      Trend
       Web Timeline          Wonder Wheel



                   Researc...
Case: Toyota Recall




                      Google Confidential and Proprietary   5
Case: Toyota Recall




Recall - Floor mat                                                   YouTube upload
issue         ...
Catching Up on Trends

                      Trend
       Web Timeline          Wonder Wheel



                   Researc...
Google Search Results




                        Google Confidential and Proprietary   8
Web Timeline




      Get insights into news & web content topics
                                               Google C...
Web Timeline




               Google Confidential and Proprietary   10
Catching Up on Trends

                      Trend
       Web Timeline          Wonder Wheel



                   Researc...
Wonder Wheel




    Insights into related topics for your ad placements &
              to include as content on your sit...
Catching Up on Trends

                      Trend
       Web Timeline           Wonder Wheel



                   Resear...
Toyota on YouTube




      http://www.youtube.com/watch?v=ZZeiD2-Rbg4
                                              Googl...
YouTube Statistics & Data




Insights into how content becomes popular, which sites refer to it,
               how it is...
Mr X’s YouTube Statistics & Data




      Insights into how audiences interact with your
                      content - ...
Mr X’s YouTube Statistics & Data




       Insights into how audiences interact with your
                   content - De...
Mr X’s YouTube Statistics & Data




       Insights into how audiences interact with your
                    content – H...
Catching Up on Trends

                      Trend
       Web Timeline           Wonder Wheel



                   Resear...
Insights for Search




                      Google Confidential and Proprietary   20
Insights for Search




        Insights into particular terms as well as
              industry-wide search trends
      ...
Insights for Search




 Insights into regional interest, rising searches – do you have
              alternative solution...
Catching Up on Trends

                      Trend
       Web Timeline           Wonder Wheel



                   Resear...
Trends for Websites




                               nissan.com
                               mazda.com




   Insights...
Catching Up on Trends

                      Trend
       Web Timeline          Wonder Wheel



                   Researc...
Ad Planner




  Insights into sites – Reach, Visitors, Page views & more
                                                ...
Ad Planner




  Where else are people going? What are significant pages
                       within a site?
           ...
Ad Planner
honda.com                        volkswagen.com




mercedes-benz.com                volvo.com




Bad news for...
The Trend Spotters
                          Web        Wonder   YouTube   Insights     Trends                Ad
         ...
Trend Spotted!

-  Insights into what people are concerned with

-  Research into your site & related sites

-  Updating s...
Last Look – What Mr X Did Next




                                 Google Confidential and Proprietary   31
Google Confidential and Proprietary
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Gamc2010 10 - catching up on trends - madona michael - google

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This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Madona Michael's session covered other data-insights tools provided by Google: Insights for Search, Google Trends, DoubleClick Ad Planner, Wonder Wheel, etc.

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Transcript of "Gamc2010 10 - catching up on trends - madona michael - google"

  1. 1. Catching Up On Trends “Advertising generally works to reinforce consumer trends rather than initiate them” Michael Schudson, sociologist
  2. 2. Trend Seeker – Mr X • Owns Auto X car dealership Wants to evaluate his: • Website • Advertising campaign • Advertising spend Google Confidential and Proprietary 2
  3. 3. What’s the Trend? What are people talking about? Is my ad campaign capturing popular How Where trends & buzzwords? does my can my site ads get Is my site measure targeted up-to-date How stale with are my ad up to the exposure? rest? current messages? topics? Google Confidential and Proprietary 3
  4. 4. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 4
  5. 5. Case: Toyota Recall Google Confidential and Proprietary 5
  6. 6. Case: Toyota Recall Recall - Floor mat YouTube upload issue (19,966 views as of 28 Feb) Recall – Prius hybrid Toyota President Recall – apologizes in US Accelerator pedal 26 Nov 09 21 Jan 10 8 Feb 10 24 Feb 10 24 Feb 10 Google Confidential and Proprietary
  7. 7. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 7
  8. 8. Google Search Results Google Confidential and Proprietary 8
  9. 9. Web Timeline Get insights into news & web content topics Google Confidential and Proprietary 9
  10. 10. Web Timeline Google Confidential and Proprietary 10
  11. 11. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 11
  12. 12. Wonder Wheel Insights into related topics for your ad placements & to include as content on your site Google Confidential and Proprietary 12
  13. 13. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 13
  14. 14. Toyota on YouTube http://www.youtube.com/watch?v=ZZeiD2-Rbg4 Google Confidential and Proprietary 14
  15. 15. YouTube Statistics & Data Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it Google Confidential and Proprietary 15
  16. 16. Mr X’s YouTube Statistics & Data Insights into how audiences interact with your content - Views Google Confidential and Proprietary 16
  17. 17. Mr X’s YouTube Statistics & Data Insights into how audiences interact with your content - Demographics Google Confidential and Proprietary 17
  18. 18. Mr X’s YouTube Statistics & Data Insights into how audiences interact with your content – Hot or Not? Google Confidential and Proprietary 18
  19. 19. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 19
  20. 20. Insights for Search Google Confidential and Proprietary 20
  21. 21. Insights for Search Insights into particular terms as well as industry-wide search trends Google Confidential and Proprietary 21
  22. 22. Insights for Search Insights into regional interest, rising searches – do you have alternative solutions for consumers? Google Confidential and Proprietary 22
  23. 23. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 23
  24. 24. Trends for Websites nissan.com mazda.com Insights into other sites people are visiting. Can you get tips from their web pages? Google Confidential and Proprietary 24
  25. 25. Catching Up on Trends Trend Web Timeline Wonder Wheel Research YouTube Insights for Trends for Stats & Data Search Websites Profile DoubleClick Ad Planner Google Confidential and Proprietary 25
  26. 26. Ad Planner Insights into sites – Reach, Visitors, Page views & more Google Confidential and Proprietary 26
  27. 27. Ad Planner Where else are people going? What are significant pages within a site? Google Confidential and Proprietary 27
  28. 28. Ad Planner honda.com volkswagen.com mercedes-benz.com volvo.com Bad news for others in your industry could be good news for you. See how news affects traffic to sites Google Confidential and Proprietary 28
  29. 29. The Trend Spotters Web Wonder YouTube Insights Trends Ad Timeline Wheel Stats & for for Planner Data Search Websites What are people talking about? How does my site measure up? Is my site up-to-date? Is my ad campaign capturing trends? How stale are my ad messages? Where can my ads get targeted exposure? Google Confidential and Proprietary 29
  30. 30. Trend Spotted! -  Insights into what people are concerned with -  Research into your site & related sites -  Updating site content to include popular, related topics -  Modifying your ad campaign to capture popular terms -  Revising ad messaging to suit the trend -  Finding new ad placements Google Confidential and Proprietary 30
  31. 31. Last Look – What Mr X Did Next Google Confidential and Proprietary 31
  32. 32. Google Confidential and Proprietary
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