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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

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See Think Do - Agile End To End Marketing

  • 1. 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/
  • 2. Google Confidential and Proprietary David Keene Head of Marketing, Google for Work, NACE google.com/+DavidKeeneX @dkeene
  • 4. EVERYONE IS ALWAYS ONLINE 75% Smartphone Penetration 70% UK 4G coverage 86% Online every day
  • 5. PEOPLE LIVE IN A BOUNDLESS, MULTISCREEN MEDIA WORLD Google Confidential and Proprietary
  • 6. 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
  • 7. MAYBE A SIX SCREEN WORLD? [DESKTOP] [MOBILE] [TABLET] [TV] [WEARABLE] [IN-CAR] Google Confidential and Proprietary
  • 8. 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
  • 9. Google Confidential and Proprietary BUYING A NEW CAR IN 2014 - WHAT WAS MY BUYING JOURNEY?
  • 10. Google Confidential and Proprietary MARKETING ATTRIBUTION IS STILL A LAST CLICK WORLD last convert ? ? ? ? ? ? ? ? click
  • 11. MEASUREMENT AND ATTRIBUTION IS A SILOED MEDIA WORLD SEO PAID TV VIDEO DISPLAY SOCIAL Google Confidential and Proprietary SEARCH
  • 12. BUSINESS LIVING IN THE PAST - MARKETING/SALES/SERVICE Google Confidential and Proprietary MARKETING 101 Awareness Consideration Purchase Loyalty
  • 13. Google Confidential and Proprietary STRATEGY PUT THE CUSTOMER FIRST
  • 14. Google Confidential and Proprietary MARKETING @ GOOGLE HOW DO WE FIX THIS PROBLEM? Awareness Consideration Purchase Loyalty See Think Do Care
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. GOOGLE ANALYTICS REALLY USEFUL Google Confidential and Proprietary MULTI-CHANNEL FUNNELS REPORTING Overview Assisted Conversions Top Conversion Paths Time Lag Path Length
  • 20. 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
  • 21. COLLABORATING - RETHINKING - WORK Google Confidential and Proprietary COME TOGETHER/HACK/HUSTLE/CREATE/ANYWHERE http://youtu.be/bTFPSQ7Q0zw
  • 22. Google Confidential and Proprietary RETHINK MEDIA RETHINK METRICS RETHINK MODEL RETHINK WORK FOCUS ON CUSTOMER
  • 23. Google Confidential and Proprietary Thank you. google.com/+DavidKeeneX @dkeene