Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Google Marketing Platform - Sydney

302 views

Published on

Paul Hewett, a digital marketer with 15 years of marketing experience and 10 years as a company director. He will talk about the Google Marketing Platform Sydney.

Our Objectives:
-Share Google product expertise
-Share digital marketing expertise
-Increase the adoption of best practices
-Build a community of Google marketers

Published in: Education
  • Be the first to comment

  • Be the first to like this

Google Marketing Platform - Sydney

  1. 1. CLICKTOCONTINUE GOOGLE MARKETING PLATFORM SYDNEY @ GOOGLE AUSTRALIA MARCH 2019 1
  2. 2. ENTERPRISE DIGITAL MARKETING & ANALYTICS | Thank you for joining us today. ● Paul Hewett ● GMP Sydney organiser ● + speaker today CLICKTOCONTINUE 2 PAUL
  3. 3. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INSERT SLIDE TITLE 3 THANKS TO GOOGLE
  4. 4. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | OUR MEETUP OBJECTIVES Share Google product expertise Share digital marketing expertise Increase the adoption of best practices Build a community of Google marketers
  5. 5. ENTERPRISE DIGITAL MARKETING & ANALYTICS | COMING SOON... 5 BRETT LEVY MD, BEYOND INTENT MOBILE MARKETING SEB HEBERT HEAD OF DIGITAL, CEO MAG ORGANIC SEARCH YOU? YOUR ROLE YOUR TOPIC
  6. 6. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 6 THE LATEST GMP NEWS
  7. 7. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 7 Dynamic audiences in Google Analytics for Firebase New Google Analytics Course: Analytics for Power Users Personalisation is now available in Optimize
  8. 8. CLICKTOCONTINUE DRIVING GROWTH WITH PERSONALISATION + OPTIMISATION 8
  9. 9. ENTERPRISE DIGITAL MARKETING & ANALYTICS | PAUL ● Digital Marketer ● 15 years marketing experience ○ 10+ years as company director ● Marketing passions are: ○ Data ○ Consumer Behaviour ● Worked for leading global brands CLICKTOCONTINUE 9
  10. 10. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | TALK OBJECTIVE 10 How to increase your digital marketing performance in just a few hours using Google Optimize.
  11. 11. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 11 HOW TO DRIVE GROWTH WITH PERSONALISATION + OPTIMISATION UNDERSTAND OPTIMISATION FOUNDATIONS UNDERSTAND GOOGLE OPTIMIZE UNDERSTAND SMART REPORTING
  12. 12. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 12
  13. 13. ENTERPRISE DIGITAL MARKETING & ANALYTICS | TESTING + OPTIMISATION REVOLUTION 13 Objective was to reach 100% response rate. ● 2009 ● TV, Press, Outdoor, DM ● +50 People ● +3 months
  14. 14. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 14 OPTIMISATION FOUNDATIONS CULTIVATING SUCCESS
  15. 15. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 15 OPTIMISATION CULTURE ● ○ ○ ○ ○ ○ ●
  16. 16. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 16 SETTING EXPECTATIONS 7 out of 10 of all A/B tests fail 1 out of 8 of A/B tests is statistically significant 50% to 80% of tests are inconclusive “ “ “
  17. 17. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 17 GET MORE WINNING TESTS FOUR SIMPLE RULES DISCIPLINED TEST PROGRAM UNDERSTAND CAUSAL FACTORS MAKE BIG CHANGES MAKE MORE VARIATIONS 1 2 3 4
  18. 18. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 18 OPTIMISATION MATURITY CRAWL <3 MONTHS WALK 3 - 9 MONTHS RUN >9 MONTHS ● ● ● ● ● ● ● ● ● ● ● ●
  19. 19. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 19 OPTIMIZATION FRAMEWORKS WHICH IS RIGHT FOR YOU? MECLABS RELISH LIFT C=
  20. 20. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 20 MECLabs C = 4m + 3v + 2(i-f)-2a ● C ● m ● v ● i ● f ● a
  21. 21. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 21 RELISH ● Relatedness ● Expression ● Leading the Pack ● Interpersonal Connection ● Seeing the Facts ● Hopefulness
  22. 22. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 22 LIFT ● Value Proposition (increase) ● Relevance (increase) ● Clarity (increase) ● Urgency (increase) ● Anxiety (reduce) ● Distraction (reduce)
  23. 23. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 23 GOOGLE OPTIMIZE BUILT FOR BUSINESS GROWTH
  24. 24. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | IT’S NOT AN A/B TESTING TOOL It’s a tool to grow your business using your data & insights: 1. 2.
  25. 25. ENTERPRISE DIGITAL MARKETING & ANALYTICS | MARKET POSITION ● ● ● Declining SOURCE: Built With Feb-2019
  26. 26. ENTERPRISE DIGITAL MARKETING & ANALYTICS | MARKET POSITION ● ● ● Growing ● SOURCE: Built With Feb-2019
  27. 27. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | NATIVE INTEGRATION
  28. 28. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INTEGRATED FOR BUSINESS GROWTH Find the right target audience. Bring the right audience to your website. Drive conversions with personalised experiences.
  29. 29. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INSIGHTS Get deep insights into the customer journey. ACTION Turn insights into actions which drive growth. +
  30. 30. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | EXPERIMENTS
  31. 31. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 34% increase 3.9% boost
  32. 32. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | PERSONALISATION
  33. 33. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | PERSONALISATION (BETA) ● ● ● ● ● ● ● ●
  34. 34. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 28% increase 32% increase
  35. 35. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | ADS + OPTIMIZE
  36. 36. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 1P Data: 3P Data: DAVE In market for vacation Jenny Monthly business traveller
  37. 37. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 1P Data: 3P Data: DAVE In market for vacation Jenny Monthly business traveller
  38. 38. ENTERPRISE DIGITAL MARKETING & ANALYTICS | Google Analytics Insight Strategy ● ● 24% increase
  39. 39. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 39 SMART REPORTING GETTING RESULTS FASTER
  40. 40. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 40 POWERFUL ANALYSIS IN GOOGLE OPTIMIZE FAST DECISIONS LOW SAMPLE SIZE ACTIONABLE RESULTS
  41. 41. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | All statistical solutions are not equal What is important to you? ● ● VS FREQUENTISTBAYESIAN
  42. 42. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 42 BAYESIAN STATISTICS POPULATION YOUR SAMPLE probability distribution ● ● ● ●
  43. 43. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 43 FREQUENTIST STATISTICS POPULATION YOUR SAMPLE the single true value ● ● ● ● ●
  44. 44. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 44 FREQUENTIST VS BAYESIAN FREQUENTIST BAYESIAN
  45. 45. ENTERPRISE DIGITAL MARKETING & ANALYTICS | OUTPUT IS IMPORTANT FREQUENTIST “If P <0.05 or not” BAYESIAN “How probable as a %”
  46. 46. ENTERPRISE DIGITAL MARKETING & ANALYTICS | LET’S TAKE AN EXAMPLE ORIGINAL BUY BUY TEST 21 DAY TEST 3 BUSINESS CYCLES
  47. 47. ENTERPRISE DIGITAL MARKETING & ANALYTICS | THE TEST - CYCLE 1 CONTROL BUY BUY TEST DAY 7
  48. 48. ENTERPRISE DIGITAL MARKETING & ANALYTICS | THE TEST - CYCLE 3 CONTROL BUY BUY TEST DAY 21
  49. 49. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | ACTIONABLE REPORTING Both methods provide a similar result, but one is more actionable. Frequentist ● ● ● Bayesian ● ● ●
  50. 50. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 50 HOW TO DRIVE GROWTH WITH PERSONALISATION + OPTIMISATION UNDERSTAND OPTIMISATION FOUNDATIONS UNDERSTAND GOOGLE OPTIMIZE UNDERSTAND SMART REPORTING
  51. 51. THANKS... QUESTIONS? 51

×