See. Think. Do.
the art of end to end relationships at scale
from the amazing work done by Avinash Kaushik
http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/

Google Confidential and Proprietary
David Keene
Head of Marketing, Google for Work, NACE
google.com/+DavidKeeneX
@dkeene

EVERYTHING IS CONNECTED

EVERYONE IS ALWAYS ONLINE
75%
Smartphone
Penetration
70%
UK 4G coverage
86%
Online every day

PEOPLE LIVE IN A BOUNDLESS,
MULTISCREEN MEDIA WORLD
Google Confidential and Proprietary

1. What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012
2. Google Connected Device Study, UK, March 2013
MANY SCREENS
3 Average number of
devices per person rising
from 2.3 in 2012 2

MAYBE A SIX SCREEN WORLD?
[DESKTOP] [MOBILE] [TABLET] [TV] [WEARABLE] [IN-CAR]
Google Confidential and Proprietary

SALES BUYING JOURNEY
COMPLEX, MULTI-TOUCH, MULTI-STEP, LONG.......
ONLINE-TO-OFFLINE
Google Confidential and Proprietary
INTRA-CHANNEL
MULTI-CHANNEL
Display Search Conversion
Desktop Store Conversion
CROSS-DEVICE
Mobile Desktop Conversion
Conversion
Generic
Search
Brand
Search

Google Confidential and Proprietary
BUYING A NEW CAR
IN 2014 - WHAT WAS MY BUYING JOURNEY?

Google Confidential and Proprietary
MARKETING ATTRIBUTION
IS STILL A LAST CLICK WORLD
last convert
? ? ? ?
? ? ? ? click

MEASUREMENT AND ATTRIBUTION IS
A SILOED MEDIA WORLD
SEO PAID TV VIDEO DISPLAY SOCIAL
Google Confidential and Proprietary
SEARCH

BUSINESS LIVING IN THE PAST - MARKETING/SALES/SERVICE
Google Confidential and Proprietary
MARKETING 101
Awareness
Consideration
Purchase
Loyalty

Google Confidential and Proprietary
STRATEGY
PUT THE
CUSTOMER
FIRST

Google Confidential and Proprietary
MARKETING @ GOOGLE
HOW DO WE FIX THIS PROBLEM?
Awareness
Consideration
Purchase
Loyalty
See
Think
Do
Care

HOW CAN WE MOVE PEOPLE
Google Confidential and Proprietary
THE ROLE OF DIGITAL FOR EACH STAGE?
People who
drive cars
People who are thinking they
might need a new car soon
People who want to
buy a new car now
A D VO C A C Y & L O Y A L T Y
SEE THINK DO
A W A R E N E S S C O N S I D E R A T I O N P U R C H A S E
E V A L U A T I O N

BREAK DOWN CUSTOMER JOURNEY
DIFFERENT TOUCHPOINTS, METRICS AND USER ACTIONS
Google Confidential and Proprietary
Generic
Search Click
Assist
touchpoints
Referral
Remarketing
Brand
Search
Click
Click
Newsletter Signup
Display
Impression
Last touchpoint
Microconversion
SEE THINK DO
Purchase
Macroconversion

BUILD A PLAN FOR EACH STAGE
RE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE
A F F I L I A T E S
SEE THINK DO
Google Confidential and Proprietary
S O C I A L S O C IA L
S E O S E O S E O
D I S P L A Y D I S P L A Y D I S P L A Y
Y O U T U B E Y O U T U B E Y T
S E M S E M S E M
E M A I L E M A I L

EXPERIMENT AND MEASURE BETTER
REVISED CAMPAIGN METRICS OF SUCCESS (EXAMPLES)
Visitor Loyalty
Abandonment Rate
Conversions/CPA
Revenue/ROAS
Profit
R E M A R K E T I N G / C O N T E X T U A L
P R O D U C T - C E N T R I C / O F F E R S
B R A N D / P R O D U C T /
L O W E R F U N N E L T E R M S
Google Confidential and Proprietary
METRICS MUST ALIGN WITH MARKETING OBJECTIVES
CTR
Page Depth
Microconversions
Assist Conversions & Ratios
(over mid-term)
Interactions, Conversation,
Amplification, Applause
% of New Visits
Indexed Increase in Brand
Awareness
Assist Conversions & Ratios
(over long-term)
DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E S
Y O U T U B E M A S T H E A D /
? ? P R O D U C T
D E M O /P S Y C H O / S O C I A L V I D E O
G E N E R A L
B R O A D
Y O U T U B E S E A R C H / C A T E G O R Y /
M I D F U N N E L / P R O B L E M S O L U T I O N
SEE THINK DO

GOOGLE ANALYTICS REALLY USEFUL
Google Confidential and Proprietary
MULTI-CHANNEL FUNNELS REPORTING
Overview Assisted Conversions Top Conversion Paths
Time Lag Path Length

VISUALIZE ASSIST METRICS
AGAINST SEE/THINK/DO FOR IMPROVED UNDERSTANDING
Display & Video:
Lower Funnel
15.0 5.0 0.5 0.3
Google Confidential and Proprietary
SEE
Organic
Search
Direct
3.1 0.8 0.6
Assist
Ratios
SEE THINK
DO
60 day
Assist lookback
Conversions
9.0
Email
Brand Paid
Search
Display & Video:
Upper Funnel
Display & Video:
Mid-Funnel Paid Search:
Generic
0.7
Referral

COLLABORATING - RETHINKING - WORK
Google Confidential and Proprietary
COME TOGETHER/HACK/HUSTLE/CREATE/ANYWHERE
http://youtu.be/bTFPSQ7Q0zw

Google Confidential and Proprietary
RETHINK MEDIA
RETHINK METRICS
RETHINK MODEL
RETHINK WORK
FOCUS ON CUSTOMER

Google Confidential and Proprietary
Thank you.
google.com/+DavidKeeneX
@dkeene