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Eurobest 2014: Google Trends and Insight Tools for Planner and Strategists

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Training given at www.eurobest.com in December 3 in Helsinki. Tools presented: Public Data Explorer, Consumerbarometer & Google Trends.

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Eurobest 2014: Google Trends and Insight Tools for Planner and Strategists

  1. 1. WORKSHOP: GETTING TO GRIPS WITH CONSUMER TRENDS INSIGHT TOOLS FOR STRATEGISTS & PLANNERS Tommi Pelkonen, twitter: @tommip Creative agency lead, Google Finland Mia Lange Agency Manager, Google Sweden
  2. 2. OBJECTIVES ! Learn how to use Google solutions in creative planning and client work ! Get a hands-on experience with the tools
  3. 3. HOUSE RULES !  Follow up materials will be provided !  Our core tools are accessible via www.thinkwithgoogle.com !  During the workshop feel free to try out the tools on your devices !  Please bookmark them and think of how you can use them in the planning process
  4. 4. Google Confidential and Proprietary GOOGLE SEARCH IS A 365/24/7 ONLINE PANEL OF CONSUMER BEHAVIOUR ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL
  5. 5. CORE QUESTIONS TO YOU: •  How do you form your ideas and justify them with consumer insights? •  How do you take into use of the Google’s massive data insights and make them to work to support your business? •  How can we work better together and use all the possible insights to create better solutions for our common core clients? Source: Google Trends/ Source: Google Trends/ WE WANT YOU TAKE BETTER USAGE OF OUR DATA IN YOUR CREATIVE WORK!
  6. 6. PITCH STRATEGY IDEA & CONCEPT CREATION PRODUCTION & EXECUTION PUBLIC DATA EXPLORER GOOGLE TRENDS YOUTUBE SEARCH CREATIVE SANDBOX ART-COPY-CODE MOBILE GUIDEBOOKS YOUTUBE GUIDEBOOKS KEYWORD PLANNER CONSUMER BAROMETER TOOLS FOR VARIOUS CREATIVE PROCESS PHASES
  7. 7. Google Confidential and Proprietary Photo F lickr user: Loren Kerns EVERYBODY IS ONLINE
  8. 8. Google Confidential and Proprietary ANY CONTENT ANYWHERE LIMITLESS SELECTION ANY SCREEN ALWAYS-ON PERSONALISED
  9. 9. BEFORE A PURCHASE… …83% of the world’s consumers research online… …81% performs online search to support purchases Source: Weber Shandwick PR, worldwide study, Factors that Influence Perceptions About Companies According to Consumers Worldwide, November 2011
  10. 10. IT’S A COMPLEX PURCHASE JOURNEY 300 x 250 New s SEARCH SOCIAL REVIEWS MOBILE TV PRINT ONLINE ADVERTISING MAPS PURCHASE ONLINE VIDEO
  11. 11. AWARENESS NEED INTEREST CONSIDERATION SELECTION PURCHASE USAGE REPURCHASE RECOMMENDATION RELATIONSHIP MARKETING PERFORMANCE MARKETING IT IS A COMPLEX MEDIA MIX, TOO TRADITIONAL TV, RADIO OUTDOOR PRINT PR POINT OF SALES MATERIALS BROCHURES & CATALOGUES TELESALES LOYALTY PROGRAMS LOYALTY MAGAZINES DIRECT MAILS CUSTOMER PROGRAMS DIRECT MARKETING BRAND MARKETING BANNER ADS DIGITAL ONLINE VIDEO RICH MEDIA / VIDEO BANNERS SOCIAL MEDIA TACTICAL SEARCH VIDEO CONTENT ONLINE SITES REMARKETING NEWSLETTERS VIDEO CONTENT SOCIAL MEDIA BRANDED SEARCH
  12. 12. RELIABLE SIMPLE ACTIONNABLE RELEVANT UNDERSTANABLE APPEALING TRUSTWORTHY A GREAT INSIGHT?
  13. 13. DATA ACTIONS WHAT IS THE PROBLEM/CHALLENGE? HOW TO GET INSIGHTS ON IT? WHAT DO I EXPECT TO FIND? 1) DEFINE THE PROBLEM & ITS CHARACTERISTICS WHAT DOES THIS MEAN? WHAT SHOULD WE DO WITH THIS? 4) CONCLUDE, PLAN & EXECUTE HOW TO DIVE INTO DATA? 2) COLLECT DATA FROM ALL RELEVANT SOURCES INFORMATION IS THIS RELEVANT & RELIABLE? GRAB & COLLECT ORGANISED INFORMATION 3) ORGANISE INFORMATION INTO RELEVANT CATEGORIES AND INSIGHT DRAFTS ADDING MEANING CHALLENGE KNOWLEDGE
  14. 14. Introduction: Understanding the Online Consumer (10 min) 1 2 Google’s Tools for planning (45 min) ●  Macrotrends: Public Data Explorer ●  Consumer Trends: Consumer Barometer ●  Search Trends: Google Trends ●  Other Google sources and solutions 3 Discussion & Summary (5 min)
  15. 15. PUBLIC DATA EXPLORER
  16. 16. Public Data Explorer Source: www.google.com/publicdata/
  17. 17. Public Data Explorer What: ●  The Google Public Data Explorer makes large, public-interest datasets easy to explore, visualize and communicate ●  All of the datasets in the Public Data Explorer are provided by third-party data providers (international organizations, national statistical offices etc) Use cases: ●  Country comparisons and historic development based on third party validated data ●  Finding key insights regarding consumers, markets and industries Source: www.google.com/publicdata/ Best Practices: ●  Customizing the data ●  Exporting the data into csv ●  Great Data Sets: ○  World development indicators – macro economic trends ○  Eurostat - demographic insights ○  Global Competitiveness Index PDE IS DESIGNED TO GIVE THE ACCESS OF GLOBAL STATS VIA SINGLE INTERFACE
  18. 18. Example: Mobile Phone Users in the world Source: www.google.com/publicdata/ → → Search for variables of your interests → → Choose the best search result
  19. 19. Source: www.google.com/publicdata/ → Customize the data output → Save the result in bookmarks or copy paste the link Example: Finns as mobile phone users
  20. 20. Source: http://tinyurl.com/mobilenordics Example: Evolution of mobility
  21. 21. Source: Google PDE Example: Marketing usage cross countries
  22. 22. Source: See this Example: High-Tech Exports
  23. 23. Source: www.google.com/publicdata/ Example: Global comparison on mobile usage
  24. 24. Exercise: Demographic Insights ●  When considering the Nordic countries (Finland, Sweden, Norway and Denmark), in which one of the countries was divorce rate most frequent in 2012? ●  How does Italy compare with the Nordic countries? Source: www.google.com/publicdata/
  25. 25. CONSUMER BAROMETER
  26. 26. HTTP://WWW.CONSUMERBAROMETER.COM
  27. 27. Consumer Barometer • Free tool that delivers consumer insights to support planning and decision- making in a fast changing digital landscape • The Multi-Screen World aims to quantify and understand Internet usage and attitudes across various devices. The base of this section is the entire population, both on and offline. • The Smart Shopper focuses on the consumer purchase journey and the role of the Internet in making purchase decisions. To do this, respondents were asked to discuss a recent purchase in a specific product category. • The Smart Viewer gives insight into online video behavior - particularly the context and motivations for watching videos online. Here, respondents were asked about a recent online video session (within the past week) on a particular device. Source: www.consumerbarometer.com
  28. 28. 47 countries, TNS Infrafest as the researcher Methodology, see: https://www.consumerbarometer.com/en/about/ Use cases: ●  Country comparisons and vertical comparisons ●  Consumer attitudes Best Practices: ●  Graph → quick way to pull data
  29. 29. Source: Consumerbarometer 2014 Example: Shopping consideration in CH
  30. 30. Source: Consumerbarometer 2014 Example: Car Insurance sales in CH
  31. 31. Source: Consumerbarometer 2014 Example: Video viewing in Estonia
  32. 32. Source: Consumerbarometer 2014 Infographics: Ask your local Google contacts!
  33. 33. GOOGLE TRENDS
  34. 34. Google Trends – Answers to key questions •  Do consumers find X or Y more interesting? •  When is the seasonal peak for X? •  Is X more popular in UK or in USA? •  Where in (COUNTRY X) is the consumer interest highest for PRODUCT X? •  What are the consumers searching for related for X? •  What is the most popular search term in YouTube last month? If you know where to look for answers for these questions, you’ve successfully learned how to use Google Trends
  35. 35. Google Trends - dashboard
  36. 36. Interpretation: Example Scale: Search volume relative to all searches during that time period and place Forecast query development News: Randomly selected headlines for the search term Average: The bar height represents the average of all points on the graph for that search term Settings: Download, language and help settings
  37. 37. Regional interest: Where the relative consumer interest is the highest Country: Worldwide or specific country Categories: Not available in all countries Top searches: popular search terms similar to the entered term Rising searches: searches that have grown significantly in popularity when compared with the preceding time period (Breakout: growth >5000%)
  38. 38. How to choose the search terms for Google Trends? (1/4) Searches which include tennis AND shoes, in whatever order, and possibly with other search terms tennis shoes
  39. 39. How to choose the search terms for Google Trends? (2/4) “tennis shoes” Searches which include tennis AND shoes, that is, the exact search terms inside of the quotation marks.
  40. 40. tennis + shoes Google Trends includes tennis OR shoes, in whatever order, and possibly with other search terms → maximum of 25 search terms in one group How to choose the search terms for Google Trends? (3/4)
  41. 41. tennis -shoes Google Trends includes only searches for tennis, not for shoes How to choose the search terms for Google Trends? (4/4)
  42. 42. → Misspellings, spelling variations, synonyms, plural or singular versions → All of the above should be taken into consideration when completing analysis with Google Trends, as they are often reflected in consumers ‘ searches. → Remember to include all relevant search terms when analyzing search behaviour Google Trends does not take into account:
  43. 43. New feature in Google Trends. Suggestions Available for some regions: → when writing search terms, the tool will suggest possible terms you might be meaning → If you find the object you are looking for in the list (e.g. here the region of Hong Kong), you are able to capture all misspellings and variations of the term, by choosing it from the list → makes the analysis faster because you don’t need to write each of them separately (e.g. Hong Kong + hongkong)
  44. 44. Choosing the search terms: example with plural
  45. 45. How to make sense of the historic development
  46. 46. Comparing Search Terms: Ranking consumer interest 3412172612Average:
  47. 47. Comparing Search Terms: Identifying seasonalities Januari peaks Juni peaks
  48. 48. Geographical Comparison 1611630Average: 7
  49. 49. Where in the world is it most interesting?
  50. 50. Time Comparison
  51. 51. Other Analysis: YouTube Search
  52. 52. Other Analysis: YouTube Search
  53. 53. Identifying the consumers’ top interests
  54. 54. CONCLUSIONS
  55. 55. CORE QUESTIONS TO YOU: •  How do you form your ideas and justify them with consumer insights? •  How do you take into use of the Google’s massive data insights and make them to work to support your business? •  How can we work better together and use all the possible insights to create better solutions for our common core clients? Source: Google Trends/ Source: Google Trends/ WE ARE HAPPY TO HELP YOU IN CREATING BETTER CONSUMER INSIGHTS & SOLUTIONS!
  56. 56. … CATEGORY RESEARCH CUSTOMER JOURNEY TO ONLINE PURCHASE SEARCH TRENDS YOUTUBE TRENDS DASHBOARD YOUTUBE SEARCH TRENDS FOR MARKETERS CONSUMER BAROMETER CORRELATE OUR MOBILE PLANETKEYWORD PLANNER CONSUMER SURVEYS PUBLIC DATA EXPLORER CREATIVE SANDBOX ART-COPY-CODE MOBILE GUIDEBOOKSYOUTUBE GUIDEBOOKS
  57. 57. PITCH STRATEGY IDEA & CONCEPT CREATION PRODUCTION & EXECUTION PUBLIC DATA EXPLORER GOOGLE TRENDS YOUTUBE SEARCH CREATIVE SANDBOX ART-COPY-CODE MOBILE GUIDEBOOKS YOUTUBE GUIDEBOOKS KEYWORD PLANNER CONSUMER BAROMETER TOOLS FOR VARIOUS CREATIVE PROCESS PHASES
  58. 58. THANK YOU Tommi Pelkonen Creative Agency Lead tommipelkonen@google.com twitter: tommip Mia Lange Agency Manager mialange@google.com
  59. 59. OTHER TOOLS TO USE
  60. 60. http://www.thinkwithgoogle.com/creative-sandbox http://www.artcopycode.com/ http://www.richmediagallery.com/
  61. 61. HTTP://THINK.WITHGOOGLE.COM/MOBILEPLANET/EN/
  62. 62. HTTP://THINK.WITHGOOGLE.COM/MOBILE-PURCHASE-JOURNEY
  63. 63. HTTP://WWW.THEMOBILEPLAYBOOK.COM/
  64. 64. HTTP://WWW.THINKWITHGOOGLE.COM/PRODUCTS/MOBILE-ADS.HTML
  65. 65. HTTPS://DEVELOPERS.GOOGLE.COM/WEB/FUNDAMENTALS/
  66. 66. PITCHING STRATEGY IDEA & CONCEPT CREATION PRODUCTION & EXECUTION GOOGLE TRENDS YOUTUBE SEARCH KEYWORD PLANNER PUBLIC DATA EXPLORER CREATIVE SANDBOX ART-COPY-CODE MOBILE GUIDEBOOKS YOUTUBE GUIDEBOOKS CONSUMER BAROMETER TOOLS FOR VARIOUS CREATIVE PROCESS PHASES

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