SlideShare a Scribd company logo
1 of 47
Download to read offline
Analytics 360 Suite
DoubleClick for Publishers
& Google Analytics 360
How publishers can benefit from linking
DFP to GA360: Insights, Revenue &
Audiences
Felix Derkum
Google Analytics 360 Suite,
Publisher Lead EMEA
Felix Derkum
Google Analytics 360 Suite,
Publisher Lead EMEA
Google Confidential & ProprietaryAnalytics 360 Suite
● Why Integrations Matter
● DoubleClick for Publishers
● Data In: DFP Reporting in Analytics 360
● Data Out: Analytics 360 Audiences in DFP
● Dimensions and Metrics
● Q&A
Agenda
What we’ll cover today
Integrate
For richer data and more
meaningful connections
Google Confidential & ProprietaryAnalytics 360 Suite
Impressions
Advertisers Ads
DistributionPublisher Creation
Readers
Consumption
Subscription
While the publisher business model appears simple,
Google Confidential & ProprietaryAnalytics 360 Suite
Impressions
Advertisers Ads
DistributionPublisher Creation
Readers
Consumption
Subscription
Content Creation
What are the stories that need to be told? Do we
have the tools to create unique content that
attracts audiences and potentially converts
audiences into subscribers?
Content Distribution
What are the platforms that are relevant to our readers
and subscribers - and what is the right way to reach and
engage with stories to them?
Data & Infrastructure
Are we prepared for the digital future
including the right platforms and
capabilities?
Monetization
How to identify new forms of revenue in
ad yield and paid content to offset
declines?
It is actually more challenging than ever before
© Google Inc. 2016. All rights reserved.
The most successful publishers master four areas
Target the most
valuable users,
increase their loyalty
and grow your
subscriber base
Targeting
Align people,
processes
& tech to implement
changes, measure
and refine
Alignment
Deliver personalized
experiences by
providing the right
content at the right
time in the right way
for each reader
Customization
Integrate media
and analytics to
manage content
better and build
deeper insights about
readers
Integration
Google Confidential & ProprietaryAnalytics 360 Suite Google Confidential & ProprietaryAnalytics 360 Suite
The path to analytics success
begins with integration
Google Confidential & Proprietary
believe there are silos in the
organisation that prevent
access to insights
57%
think marketing
measurement tools
are difficult to use
60%
believe
their data sources are
not well integrated
84%
compete mostly
on the basis of customer
experience
89%
Most companies are not making the most of their data
Google Confidential & ProprietaryAnalytics 360 Suite
© Google Inc. 2016. All rights reserved.
From insight to impact with Google Analytics 360 Suite
Identify your target
audience
Expand your audience
across the entire web
Execute your integrated
digital campaign
Test & optimize Measure performance
across channels
Share results across
the organisation
Track data across your
digital footprint
Analytics 360 Suite
© Google Inc. 2016. All rights reserved.
From insight to impact with Google Analytics 360 Suite
AdWords,
DoubleClick, etc.
Tag Manager 360
Analytics 360 Suite
DoubleClick for
Publishers DoubleClick for
Publishers
How to get started
DoubleClick for Publishers
Also known as DFP, DoubleClick for Publishers
allows publishers to sell inventory on their websites
to advertisers.
1
Data In: DFP Reporting in G360
Brings DoubleClick for Publishers Metrics
(Impressions, Clicks, Revenue, and more) into Google
Analytics 360 alongside site-side data.
2
Data Out: Share Google Analytics 360
Audiences to DFP
3
Leverage Google Analytics dimensions to build
audiences, share those audiences with DFP for
targeting.
What you need to know
DoubleClick for
Publishers
Doubleclick for Publishers: What You Need to Know
DoubleClick for Publishers allows publishers to sell display, mobile, video inventory on their
websites/apps to advertisers.
Trafficking Inventory Forecasting Reporting
Toolkit: Google Analytics 360 & Doubleclick for Publishers
Tag Manager 360 - Data Collection
Data Studio 360 Data Analysis and Visualization
Analytics 360
User Insights
Optimize 360
Content
Personalization
Doubleclick for
Publishers
Revenue Insights
Successful Publishers Track Business Health Metrics
$
Users
Value/ User
Depth of Visit
Pageviews/ Visit
Time Spent / Visit
Revenue per Page / User
Revenue / Pageview
Advertiser Value / User
New Users
# of New Users
Loyalty / Retention
Visits / Users
Long Term
Revenue
Traffic &
Marketing
Acquisition
Site Metrics /
Editorial
Editorial
Programmatic &
Ad Ops
Successful Publishers Rely on Data to Power Monetization
Monetization
Acquisition
Audience
Content
Deliver a Unified View of
DFP Revenue and
Monetization
Single Stack & Zero
Cookie Loss
Capitalize on single stack
efficiencies with zero reduction
in targetable audience or cookie
loss.
Simplicity
Easy to implement and
allows publishers to focus
on understanding how
their best content and
users come together with
monetisation to drive
long-term revenue.
Driving Value with Analytics 360 & DFP
Revenue by subject, page and
section, top driving authors and top
referrals based on revenue.
Arguably no other tech provider can
deliver a unified view of content
and monetisation.
Impact of ad load on user
engagement, device type,
churn propensity,
customer lifetime value.
Understand the User
Who are my
valuable
users?
Can I have
a central
view of my
users?
What high value
content do I
need to make?
What ad
impressions are
generated by
high value
users?
How do we send the
right ad to these high
value users?
Successful publishers ask these questions
Understand User
Grow Right Content
Power Ads with User Data
19
Publishers leverage the Analytics 360 - DFP integration
benefits to improve their long term-revenue growth
Users
Value per user
Content insights
(GA + DFP)
Audience Sharing
(GA -> DFP)
DoubleClick for Publishers
Reporting in Google Analytics 360
Data In
Reporting at a Glance: Publisher Reports
Reporting at a Glance: Publisher Referrers
Reporting at a Glance: Top Performing Pages
Publisher Data Forum
Proprietary + Confidential
Publisher Data Forum
Proprietary + Confidential
Page views
CPM
Bubble size:
exit rate
Healthcare
Automotive
Finance
Politics
TV
News
Travel
Food
Sports
Education
Weather
Entertainment
* An example from Japanese News industry
Discover yield efficiency by content categories
Use Case
Publisher Data Forum
Proprietary + Confidential
Publisher Data Forum
Proprietary + Confidential
Page views
CPM
Bubble size:
exit rate
Healthcare
Automotive
Finance
Politics
TV
News
Travel
Food
Sports
Education
Weather
Entertainment
Stars - High CPM / low reach
● Opportunities to improve UX
● Boost recommendations for
content with low exit rates
Cash cows - Highly monetized with
strong user attraction
● Opportunities to reduce exit
rates?
Question marks - strong user
attraction but low monetization
● potentials to improve ad slots
● Increase monetization with
guaranteed deals
Dogs - Low efficiency, low reach
● lowest priority
● further investigation on UX & ad
slot placements, attractiveness
of content and authors
...
* An example from Japanese News industry
Define content strategies
Use Case
Google Confidential & ProprietaryAnalytics 360 Suite
DoubleClick For Publishers Line Item Reporting in Google
Analytics 360
Line Item in
Analytics
360
Does it drive engagement
and higher monetization?
Who interacted with those
ads? And where do they
come from?
Bring the right
audiences to your
buyers
How does it work?
Line Item Reporting enables
customers who have linked Analytics
360 to DoubleClick for Publishers to
have a granular breakdown of their
Analytics 360 metrics by DoubleClick
for Publishers Line Item. Two new
DoubleClick for Publisher dimensions
are added to Analytics 360 reporting:
● Line Item ID
● Line Item Name
*NEW*
Google Confidential & ProprietaryAnalytics 360 Suite
What does this look like in Analytics 360?
DoubleClick For Publishers Line Item Reporting in Google
Analytics 360
*These reports do not appear in Segmentation or the API.
Line Item ID and Line Item
Name are displayed in the
following reports*
- Overview, Publisher Pages,
and Publisher Referrer reports
in the Analytics > Behavior >
Publisher section of your
account, for both primary and
secondary dimensions
- Custom Reports
*NEW*
29
Understand how user behavior
influences revenue and how ads
influence user behavior.
+45%
Goal:
Addition of two new advertisers
increased revenue/1000 sessions
on a country level basis.
Insight:
Publisher Data Forum
Proprietary + Confidential
What is unique content that attracts our audiences?
Analysis
Data source:
Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity
Average CPM, indexed to 1 (all devices)
femalemale
Readers
● Significant CPM variations for
gender
● Low variations for age
● Average CPM for female users is
1.4X higher than the average
● Some user segments are more
profitable than others
Findings
Data only viewable with DFP integrated with
Google Analytics 360 (Reporting integration)
Publisher Case
Publisher Data Forum
Proprietary + Confidential
What is unique content that attracts our audiences?
Have a closer look at users and content
Data source:
Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity
● Focus on top articles
● Do text mining: What are keywords used in
headlines?
● How to categorize the articles according to
the keywords used
● Identify where female user have high/low
CPM
And do further deep dives
Survey of 2,910 articles beyond a certain
threshold for pageviews
38%Articles preferred
by male users
(1,810 articles)
62% Articles
preferred by
female users
(1,100 articles) Female mobile users like articles about
celebrities and domestic affairs
Articles about celebrities has higher yield
rather than domestic affairs
Publisher Case
Publisher Data Forum
Proprietary + Confidential
Increase articles on
celebrity topics to boost
female user revenues
What is unique content that attracts our audiences?
Growth of female users
due to achieved higher
coverage of relevant topic
10% 20% 30%
AdX yield impact
(net)/month
¥887,000 ¥1,774,000 ¥2,661,000
Data source:
Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity
Publisher Case
Target Google Analytics 360
Audiences in DoubleClick for
Publishers
Data Out
Build Meaningful Audiences in Google Analytics 360
Build Meaningful Audiences in Google Analytics 360
Surface Google Analytics 360 Audiences in DFP UI
DFP Audience Module is required for audience targeting
audiences to display, video, and app inventory.
Feature is accessible for DFP Premium and DFP Small
Business Paid contracted publishers.
Target ad creative to users in GA360 Audience segment in DFP
Target ad creative to users not in GA360 Audience in DFP
Performance of GA360 Audience Targeting in DFP
Show performance of GA360 audience targeting in DFP
Monetize valuable audiences
Acquisition
Present business model
One strategy fits
all readers
CLV
Maximization
Future business models
High value / e.g. brand-loyal
subscribers
Mid value / High frequency casual
readers
Low engagement / Drop-in
readers
More relevant ads and ensuring
advertisers access to more
effective audiences.
3.3X CPM
Goal:
Mobile Intenders: Actively searching
for and discussing mobile phone
brands and features.
Insight:
Act
Make your data work for you
Google Confidential & ProprietaryAnalytics 360 Suite
+ Unlock latent audience value
by connecting Analytics 360 in
and Doubleclick today
+ Build great content based on
better insights and drive ARPU
+ Convert visitors to subscribers
with automated remarketing
capabilities
What leading
publishers do
more likely than the mainstream
to have a documented data
and analytics strategy
Why
Should you care?
35%
Move from inaction to in action
Analytics 360 Suite Source: eConsultancy/Google.
Leaders are
Deliver a Unified View of
DFP Revenue and
Monetization
Single Stack & Zero
Cookie Loss
Capitalize on single stack
efficiencies with zero reduction
in targetable audience or cookie
loss.
Simplicity
Easy to implement and
allows publishers to focus
on understanding how
their best content and
users come together with
monetisation to drive
long-term revenue.
Driving Value with Analytics 360 & DFP
Revenue by subject, page and
section, top driving authors and top
referrals based on revenue.
Arguably no other tech provider can
deliver a unified view of content
and monetisation.
Impact of ad load on user
engagement, device type,
churn propensity,
customer lifetime value.
Understand the User
Questions?
Analytics 360 Suite
Thank you
Google Confidential & Proprietary

More Related Content

What's hot

Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...
Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...
Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...Gary DeAsi
 
GAUC 2017 Workshop TV Insights: Rolf Seegelken (zalando)
GAUC 2017 Workshop TV Insights: Rolf Seegelken (zalando)GAUC 2017 Workshop TV Insights: Rolf Seegelken (zalando)
GAUC 2017 Workshop TV Insights: Rolf Seegelken (zalando)e-dialog GmbH
 
Jumping Into the New DoubleClick Bid Manager
Jumping Into the New DoubleClick Bid ManagerJumping Into the New DoubleClick Bid Manager
Jumping Into the New DoubleClick Bid ManagerHanapin Marketing
 
The Art and Science of Revenue-Centric Marketing in a Digital World
The Art and Science of Revenue-Centric Marketing in a Digital WorldThe Art and Science of Revenue-Centric Marketing in a Digital World
The Art and Science of Revenue-Centric Marketing in a Digital WorldGary DeAsi
 
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...e-dialog GmbH
 
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Gary DeAsi
 
Measuring the Effectiveness of B2B Marketing
Measuring the Effectiveness of B2B MarketingMeasuring the Effectiveness of B2B Marketing
Measuring the Effectiveness of B2B MarketingHileman Group
 
10 Marketo Hacks To Simplify Your Day
10 Marketo Hacks To Simplify Your Day10 Marketo Hacks To Simplify Your Day
10 Marketo Hacks To Simplify Your DayHileman Group
 
Marketing Strategy
Marketing Strategy Marketing Strategy
Marketing Strategy bizmouk
 
Mining Google Analytics for Marketing Insights
Mining Google Analytics for Marketing InsightsMining Google Analytics for Marketing Insights
Mining Google Analytics for Marketing InsightsKash Dhanda
 
Nexales Data management For Agencies
Nexales Data management For AgenciesNexales Data management For Agencies
Nexales Data management For AgenciesRightLeads Marketing
 
Buyer Journey Workshop (Marketing Attribution)
Buyer Journey Workshop (Marketing Attribution)Buyer Journey Workshop (Marketing Attribution)
Buyer Journey Workshop (Marketing Attribution)Kashif Khurshid
 
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America MarketingProfs
 
Building an Attribution engine with Bizible and Marketo (Adobe Summit)
Building an Attribution engine with Bizible and Marketo (Adobe Summit) Building an Attribution engine with Bizible and Marketo (Adobe Summit)
Building an Attribution engine with Bizible and Marketo (Adobe Summit) Kashif Khurshid
 
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...Hileman Group
 
Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19
Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19
Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19Kashif Khurshid
 
Speaker: Getting The Most Out of Google Analytics for Higher Education
Speaker: Getting The Most Out of Google Analytics for Higher EducationSpeaker: Getting The Most Out of Google Analytics for Higher Education
Speaker: Getting The Most Out of Google Analytics for Higher EducationChristine Osazuwa
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing StrategyÖzge Duman
 
The SaaS Sales Funnel
The SaaS Sales FunnelThe SaaS Sales Funnel
The SaaS Sales FunnelMick Griffin
 

What's hot (20)

Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...
Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...
Maximizing the ROI of Every Lead: Advanced Lead Nurturing, Segmentation, and ...
 
GAUC 2017 Workshop TV Insights: Rolf Seegelken (zalando)
GAUC 2017 Workshop TV Insights: Rolf Seegelken (zalando)GAUC 2017 Workshop TV Insights: Rolf Seegelken (zalando)
GAUC 2017 Workshop TV Insights: Rolf Seegelken (zalando)
 
Jumping Into the New DoubleClick Bid Manager
Jumping Into the New DoubleClick Bid ManagerJumping Into the New DoubleClick Bid Manager
Jumping Into the New DoubleClick Bid Manager
 
The Art and Science of Revenue-Centric Marketing in a Digital World
The Art and Science of Revenue-Centric Marketing in a Digital WorldThe Art and Science of Revenue-Centric Marketing in a Digital World
The Art and Science of Revenue-Centric Marketing in a Digital World
 
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...
 
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
Mapping Content Strategy to the Modern Customer Journey - MassTLC Summit 2016
 
Measuring the Effectiveness of B2B Marketing
Measuring the Effectiveness of B2B MarketingMeasuring the Effectiveness of B2B Marketing
Measuring the Effectiveness of B2B Marketing
 
10 Marketo Hacks To Simplify Your Day
10 Marketo Hacks To Simplify Your Day10 Marketo Hacks To Simplify Your Day
10 Marketo Hacks To Simplify Your Day
 
Marketing Strategy
Marketing Strategy Marketing Strategy
Marketing Strategy
 
Mining Google Analytics for Marketing Insights
Mining Google Analytics for Marketing InsightsMining Google Analytics for Marketing Insights
Mining Google Analytics for Marketing Insights
 
GoogleAnalytics
GoogleAnalyticsGoogleAnalytics
GoogleAnalytics
 
Nexales Data management For Agencies
Nexales Data management For AgenciesNexales Data management For Agencies
Nexales Data management For Agencies
 
Buyer Journey Workshop (Marketing Attribution)
Buyer Journey Workshop (Marketing Attribution)Buyer Journey Workshop (Marketing Attribution)
Buyer Journey Workshop (Marketing Attribution)
 
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2018 - Benchmarks, Budgets & Trends - North America
 
Building an Attribution engine with Bizible and Marketo (Adobe Summit)
Building an Attribution engine with Bizible and Marketo (Adobe Summit) Building an Attribution engine with Bizible and Marketo (Adobe Summit)
Building an Attribution engine with Bizible and Marketo (Adobe Summit)
 
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
 
Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19
Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19
Mastering Buyer Journey Analytics & Attribution Modeling- DAAOne Conference 19
 
Speaker: Getting The Most Out of Google Analytics for Higher Education
Speaker: Getting The Most Out of Google Analytics for Higher EducationSpeaker: Getting The Most Out of Google Analytics for Higher Education
Speaker: Getting The Most Out of Google Analytics for Higher Education
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
The SaaS Sales Funnel
The SaaS Sales FunnelThe SaaS Sales Funnel
The SaaS Sales Funnel
 

Similar to Google Analytics Konferenz 2018_Linking DoubleClick & GA 360_Felix Derkum (Google)

Novo K PPC Proposal
Novo K  PPC ProposalNovo K  PPC Proposal
Novo K PPC ProposalPush Monster
 
Awesome Reporting for Winning at PPC #HeroConf
Awesome Reporting for Winning at PPC #HeroConfAwesome Reporting for Winning at PPC #HeroConf
Awesome Reporting for Winning at PPC #HeroConfKoozai
 
nextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM PresentationnextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM PresentationnextNY
 
Microsoft Advertising Bootcamp - Morning Session
Microsoft Advertising Bootcamp - Morning SessionMicrosoft Advertising Bootcamp - Morning Session
Microsoft Advertising Bootcamp - Morning SessionMSFTAdvertising
 
Tubular DealMaker - Analytics for Sponsored Video Content
Tubular DealMaker -  Analytics for Sponsored Video ContentTubular DealMaker -  Analytics for Sponsored Video Content
Tubular DealMaker - Analytics for Sponsored Video ContentTubular Labs
 
Webinar DV 360 Self Serve _ 25 March 2022.pptx
Webinar DV 360 Self Serve _ 25 March 2022.pptxWebinar DV 360 Self Serve _ 25 March 2022.pptx
Webinar DV 360 Self Serve _ 25 March 2022.pptxTatvic Analytics
 
New Relic Telemetry for Digital Marketing
New Relic Telemetry for Digital MarketingNew Relic Telemetry for Digital Marketing
New Relic Telemetry for Digital MarketingHeiko Specht
 
CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...
CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...
CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...Tinuiti
 
How To Unify Data with Bespoke Dashboards for True Insights
How To Unify Data with Bespoke Dashboards for True InsightsHow To Unify Data with Bespoke Dashboards for True Insights
How To Unify Data with Bespoke Dashboards for True InsightsTinuiti
 
[Webinar] 3 Reasons Why Digital Publishers Should Integrate DFP with Google A...
[Webinar] 3 Reasons Why Digital Publishers Should Integrate DFP with Google A...[Webinar] 3 Reasons Why Digital Publishers Should Integrate DFP with Google A...
[Webinar] 3 Reasons Why Digital Publishers Should Integrate DFP with Google A...Tatvic Analytics
 
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)Localogy
 
Digital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateDigital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateEs B
 
How to Get Started with the Google Marketing Platform & All New Acquia Lift
How to Get Started with the Google Marketing Platform & All New Acquia LiftHow to Get Started with the Google Marketing Platform & All New Acquia Lift
How to Get Started with the Google Marketing Platform & All New Acquia LiftAcquia
 
Lawrence Dean Proposal Nov 2018
Lawrence Dean Proposal Nov 2018 Lawrence Dean Proposal Nov 2018
Lawrence Dean Proposal Nov 2018 Push Monster
 
Love Tiki PPC Audit
Love Tiki PPC AuditLove Tiki PPC Audit
Love Tiki PPC AuditPush Monster
 
turn_predictivetargeting_factsheet_a4_ff
turn_predictivetargeting_factsheet_a4_ffturn_predictivetargeting_factsheet_a4_ff
turn_predictivetargeting_factsheet_a4_ffAnand Rao Vala
 

Similar to Google Analytics Konferenz 2018_Linking DoubleClick & GA 360_Felix Derkum (Google) (20)

Performance Max 101: Tips to Improve Performance and Reporting - Andrew Wirtz...
Performance Max 101: Tips to Improve Performance and Reporting - Andrew Wirtz...Performance Max 101: Tips to Improve Performance and Reporting - Andrew Wirtz...
Performance Max 101: Tips to Improve Performance and Reporting - Andrew Wirtz...
 
Novo K PPC Proposal
Novo K  PPC ProposalNovo K  PPC Proposal
Novo K PPC Proposal
 
Awesome Reporting for Winning at PPC #HeroConf
Awesome Reporting for Winning at PPC #HeroConfAwesome Reporting for Winning at PPC #HeroConf
Awesome Reporting for Winning at PPC #HeroConf
 
nextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM PresentationnextNY Online Marketing School - SEM Presentation
nextNY Online Marketing School - SEM Presentation
 
Microsoft Advertising Bootcamp - Morning Session
Microsoft Advertising Bootcamp - Morning SessionMicrosoft Advertising Bootcamp - Morning Session
Microsoft Advertising Bootcamp - Morning Session
 
Tubular DealMaker - Analytics for Sponsored Video Content
Tubular DealMaker -  Analytics for Sponsored Video ContentTubular DealMaker -  Analytics for Sponsored Video Content
Tubular DealMaker - Analytics for Sponsored Video Content
 
Webinar DV 360 Self Serve _ 25 March 2022.pptx
Webinar DV 360 Self Serve _ 25 March 2022.pptxWebinar DV 360 Self Serve _ 25 March 2022.pptx
Webinar DV 360 Self Serve _ 25 March 2022.pptx
 
New Relic Telemetry for Digital Marketing
New Relic Telemetry for Digital MarketingNew Relic Telemetry for Digital Marketing
New Relic Telemetry for Digital Marketing
 
Dat credentials 04 11-2016
Dat credentials 04 11-2016Dat credentials 04 11-2016
Dat credentials 04 11-2016
 
CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...
CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...
CLV Advertising & Marketing Strategies to Acquire and Retain Consumers With P...
 
How To Unify Data with Bespoke Dashboards for True Insights
How To Unify Data with Bespoke Dashboards for True InsightsHow To Unify Data with Bespoke Dashboards for True Insights
How To Unify Data with Bespoke Dashboards for True Insights
 
[Webinar] 3 Reasons Why Digital Publishers Should Integrate DFP with Google A...
[Webinar] 3 Reasons Why Digital Publishers Should Integrate DFP with Google A...[Webinar] 3 Reasons Why Digital Publishers Should Integrate DFP with Google A...
[Webinar] 3 Reasons Why Digital Publishers Should Integrate DFP with Google A...
 
Intro to Criteo
Intro to CriteoIntro to Criteo
Intro to Criteo
 
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)
 
Data Driven Marketing
Data Driven MarketingData Driven Marketing
Data Driven Marketing
 
Digital marketing-campaign-planning-template
Digital marketing-campaign-planning-templateDigital marketing-campaign-planning-template
Digital marketing-campaign-planning-template
 
How to Get Started with the Google Marketing Platform & All New Acquia Lift
How to Get Started with the Google Marketing Platform & All New Acquia LiftHow to Get Started with the Google Marketing Platform & All New Acquia Lift
How to Get Started with the Google Marketing Platform & All New Acquia Lift
 
Lawrence Dean Proposal Nov 2018
Lawrence Dean Proposal Nov 2018 Lawrence Dean Proposal Nov 2018
Lawrence Dean Proposal Nov 2018
 
Love Tiki PPC Audit
Love Tiki PPC AuditLove Tiki PPC Audit
Love Tiki PPC Audit
 
turn_predictivetargeting_factsheet_a4_ff
turn_predictivetargeting_factsheet_a4_ffturn_predictivetargeting_factsheet_a4_ff
turn_predictivetargeting_factsheet_a4_ff
 

More from e-dialog GmbH

Webinar Online Marktforschung 04.03.2020
Webinar Online Marktforschung 04.03.2020Webinar Online Marktforschung 04.03.2020
Webinar Online Marktforschung 04.03.2020e-dialog GmbH
 
ProgrammatiCon 2019 - Content Marketing skalierbar machen - Kurier - Stephani...
ProgrammatiCon 2019 - Content Marketing skalierbar machen - Kurier - Stephani...ProgrammatiCon 2019 - Content Marketing skalierbar machen - Kurier - Stephani...
ProgrammatiCon 2019 - Content Marketing skalierbar machen - Kurier - Stephani...e-dialog GmbH
 
ProgrammatiCon 2019 - Programmatic DOOH - Goldbach - Paul Adamelis
ProgrammatiCon 2019 - Programmatic DOOH - Goldbach - Paul AdamelisProgrammatiCon 2019 - Programmatic DOOH - Goldbach - Paul Adamelis
ProgrammatiCon 2019 - Programmatic DOOH - Goldbach - Paul Adamelise-dialog GmbH
 
GMP-Con 2019 - GTM Hacks - Maik Bruns (Metrika)
GMP-Con 2019 - GTM Hacks - Maik Bruns (Metrika)GMP-Con 2019 - GTM Hacks - Maik Bruns (Metrika)
GMP-Con 2019 - GTM Hacks - Maik Bruns (Metrika)e-dialog GmbH
 
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...e-dialog GmbH
 
GMP-Con 2019 - App Tracking - Markus Vollmert (lunapark)
GMP-Con 2019 - App Tracking - Markus Vollmert (lunapark) GMP-Con 2019 - App Tracking - Markus Vollmert (lunapark)
GMP-Con 2019 - App Tracking - Markus Vollmert (lunapark) e-dialog GmbH
 
GMP-Con 2019 - Programmatic Display mit DV360 - Lisa Weichselbaum (e-dialog)
GMP-Con 2019 - Programmatic Display mit DV360 - Lisa Weichselbaum (e-dialog)GMP-Con 2019 - Programmatic Display mit DV360 - Lisa Weichselbaum (e-dialog)
GMP-Con 2019 - Programmatic Display mit DV360 - Lisa Weichselbaum (e-dialog)e-dialog GmbH
 
GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)
GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)
GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)e-dialog GmbH
 
GMP-Con 2019 - Enterprise Ausblick, CRM, Machine Learning, Cloud - Siegfried ...
GMP-Con 2019 - Enterprise Ausblick, CRM, Machine Learning, Cloud - Siegfried ...GMP-Con 2019 - Enterprise Ausblick, CRM, Machine Learning, Cloud - Siegfried ...
GMP-Con 2019 - Enterprise Ausblick, CRM, Machine Learning, Cloud - Siegfried ...e-dialog GmbH
 
GMP-Con 2019 - Enhanced E-Commerce - Markus Vollmert (lunapark)
GMP-Con 2019 - Enhanced E-Commerce - Markus Vollmert (lunapark)GMP-Con 2019 - Enhanced E-Commerce - Markus Vollmert (lunapark)
GMP-Con 2019 - Enhanced E-Commerce - Markus Vollmert (lunapark)e-dialog GmbH
 
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...e-dialog GmbH
 
Google Analytics Konferenz 2019_Kampagnen-Tracking_Holger Tempel (webalytics)
Google Analytics Konferenz 2019_Kampagnen-Tracking_Holger Tempel (webalytics)Google Analytics Konferenz 2019_Kampagnen-Tracking_Holger Tempel (webalytics)
Google Analytics Konferenz 2019_Kampagnen-Tracking_Holger Tempel (webalytics)e-dialog GmbH
 
Google Analytics Konferenz 2019_App Tracking_Runa Reno (Booking.com) & Markus...
Google Analytics Konferenz 2019_App Tracking_Runa Reno (Booking.com) & Markus...Google Analytics Konferenz 2019_App Tracking_Runa Reno (Booking.com) & Markus...
Google Analytics Konferenz 2019_App Tracking_Runa Reno (Booking.com) & Markus...e-dialog GmbH
 
Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holz...
Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holz...Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holz...
Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holz...e-dialog GmbH
 
Google Analytics Konferenz 2019_Conversion Optimierung mit Analytics & Optimi...
Google Analytics Konferenz 2019_Conversion Optimierung mit Analytics & Optimi...Google Analytics Konferenz 2019_Conversion Optimierung mit Analytics & Optimi...
Google Analytics Konferenz 2019_Conversion Optimierung mit Analytics & Optimi...e-dialog GmbH
 
Google Analytics Konferenz 2019_Customer Data Platform_Michaela Linhart (e-di...
Google Analytics Konferenz 2019_Customer Data Platform_Michaela Linhart (e-di...Google Analytics Konferenz 2019_Customer Data Platform_Michaela Linhart (e-di...
Google Analytics Konferenz 2019_Customer Data Platform_Michaela Linhart (e-di...e-dialog GmbH
 
Google Analytics Konferenz 2019_Customer Data Platform_Timo von Focht (Comman...
Google Analytics Konferenz 2019_Customer Data Platform_Timo von Focht (Comman...Google Analytics Konferenz 2019_Customer Data Platform_Timo von Focht (Comman...
Google Analytics Konferenz 2019_Customer Data Platform_Timo von Focht (Comman...e-dialog GmbH
 
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Siegfr...
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Siegfr...Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Siegfr...
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Siegfr...e-dialog GmbH
 
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg P...
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg P...Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg P...
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg P...e-dialog GmbH
 
Google Analytics Konferenz 2019_Google Tag Manager Hacks - für jeden etwas da...
Google Analytics Konferenz 2019_Google Tag Manager Hacks - für jeden etwas da...Google Analytics Konferenz 2019_Google Tag Manager Hacks - für jeden etwas da...
Google Analytics Konferenz 2019_Google Tag Manager Hacks - für jeden etwas da...e-dialog GmbH
 

More from e-dialog GmbH (20)

Webinar Online Marktforschung 04.03.2020
Webinar Online Marktforschung 04.03.2020Webinar Online Marktforschung 04.03.2020
Webinar Online Marktforschung 04.03.2020
 
ProgrammatiCon 2019 - Content Marketing skalierbar machen - Kurier - Stephani...
ProgrammatiCon 2019 - Content Marketing skalierbar machen - Kurier - Stephani...ProgrammatiCon 2019 - Content Marketing skalierbar machen - Kurier - Stephani...
ProgrammatiCon 2019 - Content Marketing skalierbar machen - Kurier - Stephani...
 
ProgrammatiCon 2019 - Programmatic DOOH - Goldbach - Paul Adamelis
ProgrammatiCon 2019 - Programmatic DOOH - Goldbach - Paul AdamelisProgrammatiCon 2019 - Programmatic DOOH - Goldbach - Paul Adamelis
ProgrammatiCon 2019 - Programmatic DOOH - Goldbach - Paul Adamelis
 
GMP-Con 2019 - GTM Hacks - Maik Bruns (Metrika)
GMP-Con 2019 - GTM Hacks - Maik Bruns (Metrika)GMP-Con 2019 - GTM Hacks - Maik Bruns (Metrika)
GMP-Con 2019 - GTM Hacks - Maik Bruns (Metrika)
 
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
 
GMP-Con 2019 - App Tracking - Markus Vollmert (lunapark)
GMP-Con 2019 - App Tracking - Markus Vollmert (lunapark) GMP-Con 2019 - App Tracking - Markus Vollmert (lunapark)
GMP-Con 2019 - App Tracking - Markus Vollmert (lunapark)
 
GMP-Con 2019 - Programmatic Display mit DV360 - Lisa Weichselbaum (e-dialog)
GMP-Con 2019 - Programmatic Display mit DV360 - Lisa Weichselbaum (e-dialog)GMP-Con 2019 - Programmatic Display mit DV360 - Lisa Weichselbaum (e-dialog)
GMP-Con 2019 - Programmatic Display mit DV360 - Lisa Weichselbaum (e-dialog)
 
GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)
GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)
GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)
 
GMP-Con 2019 - Enterprise Ausblick, CRM, Machine Learning, Cloud - Siegfried ...
GMP-Con 2019 - Enterprise Ausblick, CRM, Machine Learning, Cloud - Siegfried ...GMP-Con 2019 - Enterprise Ausblick, CRM, Machine Learning, Cloud - Siegfried ...
GMP-Con 2019 - Enterprise Ausblick, CRM, Machine Learning, Cloud - Siegfried ...
 
GMP-Con 2019 - Enhanced E-Commerce - Markus Vollmert (lunapark)
GMP-Con 2019 - Enhanced E-Commerce - Markus Vollmert (lunapark)GMP-Con 2019 - Enhanced E-Commerce - Markus Vollmert (lunapark)
GMP-Con 2019 - Enhanced E-Commerce - Markus Vollmert (lunapark)
 
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
GMP-Con 2019 - Conversion Optimierung mit Analytics + Optimize - Sophie Kubec...
 
Google Analytics Konferenz 2019_Kampagnen-Tracking_Holger Tempel (webalytics)
Google Analytics Konferenz 2019_Kampagnen-Tracking_Holger Tempel (webalytics)Google Analytics Konferenz 2019_Kampagnen-Tracking_Holger Tempel (webalytics)
Google Analytics Konferenz 2019_Kampagnen-Tracking_Holger Tempel (webalytics)
 
Google Analytics Konferenz 2019_App Tracking_Runa Reno (Booking.com) & Markus...
Google Analytics Konferenz 2019_App Tracking_Runa Reno (Booking.com) & Markus...Google Analytics Konferenz 2019_App Tracking_Runa Reno (Booking.com) & Markus...
Google Analytics Konferenz 2019_App Tracking_Runa Reno (Booking.com) & Markus...
 
Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holz...
Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holz...Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holz...
Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holz...
 
Google Analytics Konferenz 2019_Conversion Optimierung mit Analytics & Optimi...
Google Analytics Konferenz 2019_Conversion Optimierung mit Analytics & Optimi...Google Analytics Konferenz 2019_Conversion Optimierung mit Analytics & Optimi...
Google Analytics Konferenz 2019_Conversion Optimierung mit Analytics & Optimi...
 
Google Analytics Konferenz 2019_Customer Data Platform_Michaela Linhart (e-di...
Google Analytics Konferenz 2019_Customer Data Platform_Michaela Linhart (e-di...Google Analytics Konferenz 2019_Customer Data Platform_Michaela Linhart (e-di...
Google Analytics Konferenz 2019_Customer Data Platform_Michaela Linhart (e-di...
 
Google Analytics Konferenz 2019_Customer Data Platform_Timo von Focht (Comman...
Google Analytics Konferenz 2019_Customer Data Platform_Timo von Focht (Comman...Google Analytics Konferenz 2019_Customer Data Platform_Timo von Focht (Comman...
Google Analytics Konferenz 2019_Customer Data Platform_Timo von Focht (Comman...
 
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Siegfr...
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Siegfr...Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Siegfr...
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Siegfr...
 
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg P...
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg P...Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg P...
Google Analytics Konferenz 2019_Google Marketing Platform - Enterprise_Oleg P...
 
Google Analytics Konferenz 2019_Google Tag Manager Hacks - für jeden etwas da...
Google Analytics Konferenz 2019_Google Tag Manager Hacks - für jeden etwas da...Google Analytics Konferenz 2019_Google Tag Manager Hacks - für jeden etwas da...
Google Analytics Konferenz 2019_Google Tag Manager Hacks - für jeden etwas da...
 

Recently uploaded

Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.SejuTakayama
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextSearch Engine Journal
 
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptxsnlnkd92
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?NapierPR
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfInfyQ Seo Experts
 
Top tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfTop tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfJuan Pineda
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfkassou kacem
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleSimilarweb
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLotter Pro Brasil
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Jomer Gregorio
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfDIGGIT
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfhannahcrump4
 
Back Office Outsourcing Services Company
Back Office Outsourcing Services CompanyBack Office Outsourcing Services Company
Back Office Outsourcing Services Companybrandzus11
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Valters Lauzums
 
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfInstagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfOttawa Marketing Guys
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesDemandbase
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfArunPagare2
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfReportGarden
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsCricket Betting Online
 

Recently uploaded (20)

Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
5 BENEFITS OF SOCIAL MEDIA MARKETING.pptx
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Top tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdfTop tips for effective SEO copywriting.pdf
Top tips for effective SEO copywriting.pdf
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdf
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
 
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 
The BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdfThe BoF Brand Magic Index Volume Two — Preview.pdf
The BoF Brand Magic Index Volume Two — Preview.pdf
 
Back Office Outsourcing Services Company
Back Office Outsourcing Services CompanyBack Office Outsourcing Services Company
Back Office Outsourcing Services Company
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
 
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdfInstagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
Instagram ads Ottawa - Social media marketing Ottawa - Instagram Marketing.pdf
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 

Google Analytics Konferenz 2018_Linking DoubleClick & GA 360_Felix Derkum (Google)

  • 1. Analytics 360 Suite DoubleClick for Publishers & Google Analytics 360 How publishers can benefit from linking DFP to GA360: Insights, Revenue & Audiences Felix Derkum Google Analytics 360 Suite, Publisher Lead EMEA
  • 2. Felix Derkum Google Analytics 360 Suite, Publisher Lead EMEA
  • 3. Google Confidential & ProprietaryAnalytics 360 Suite ● Why Integrations Matter ● DoubleClick for Publishers ● Data In: DFP Reporting in Analytics 360 ● Data Out: Analytics 360 Audiences in DFP ● Dimensions and Metrics ● Q&A Agenda What we’ll cover today
  • 4. Integrate For richer data and more meaningful connections
  • 5. Google Confidential & ProprietaryAnalytics 360 Suite Impressions Advertisers Ads DistributionPublisher Creation Readers Consumption Subscription While the publisher business model appears simple,
  • 6. Google Confidential & ProprietaryAnalytics 360 Suite Impressions Advertisers Ads DistributionPublisher Creation Readers Consumption Subscription Content Creation What are the stories that need to be told? Do we have the tools to create unique content that attracts audiences and potentially converts audiences into subscribers? Content Distribution What are the platforms that are relevant to our readers and subscribers - and what is the right way to reach and engage with stories to them? Data & Infrastructure Are we prepared for the digital future including the right platforms and capabilities? Monetization How to identify new forms of revenue in ad yield and paid content to offset declines? It is actually more challenging than ever before
  • 7. © Google Inc. 2016. All rights reserved. The most successful publishers master four areas Target the most valuable users, increase their loyalty and grow your subscriber base Targeting Align people, processes & tech to implement changes, measure and refine Alignment Deliver personalized experiences by providing the right content at the right time in the right way for each reader Customization Integrate media and analytics to manage content better and build deeper insights about readers Integration
  • 8. Google Confidential & ProprietaryAnalytics 360 Suite Google Confidential & ProprietaryAnalytics 360 Suite The path to analytics success begins with integration
  • 9. Google Confidential & Proprietary believe there are silos in the organisation that prevent access to insights 57% think marketing measurement tools are difficult to use 60% believe their data sources are not well integrated 84% compete mostly on the basis of customer experience 89% Most companies are not making the most of their data Google Confidential & ProprietaryAnalytics 360 Suite
  • 10. © Google Inc. 2016. All rights reserved. From insight to impact with Google Analytics 360 Suite Identify your target audience Expand your audience across the entire web Execute your integrated digital campaign Test & optimize Measure performance across channels Share results across the organisation Track data across your digital footprint Analytics 360 Suite
  • 11. © Google Inc. 2016. All rights reserved. From insight to impact with Google Analytics 360 Suite AdWords, DoubleClick, etc. Tag Manager 360 Analytics 360 Suite DoubleClick for Publishers DoubleClick for Publishers
  • 12. How to get started DoubleClick for Publishers Also known as DFP, DoubleClick for Publishers allows publishers to sell inventory on their websites to advertisers. 1 Data In: DFP Reporting in G360 Brings DoubleClick for Publishers Metrics (Impressions, Clicks, Revenue, and more) into Google Analytics 360 alongside site-side data. 2 Data Out: Share Google Analytics 360 Audiences to DFP 3 Leverage Google Analytics dimensions to build audiences, share those audiences with DFP for targeting.
  • 13. What you need to know DoubleClick for Publishers
  • 14. Doubleclick for Publishers: What You Need to Know DoubleClick for Publishers allows publishers to sell display, mobile, video inventory on their websites/apps to advertisers. Trafficking Inventory Forecasting Reporting
  • 15. Toolkit: Google Analytics 360 & Doubleclick for Publishers Tag Manager 360 - Data Collection Data Studio 360 Data Analysis and Visualization Analytics 360 User Insights Optimize 360 Content Personalization Doubleclick for Publishers Revenue Insights
  • 16. Successful Publishers Track Business Health Metrics $ Users Value/ User Depth of Visit Pageviews/ Visit Time Spent / Visit Revenue per Page / User Revenue / Pageview Advertiser Value / User New Users # of New Users Loyalty / Retention Visits / Users Long Term Revenue Traffic & Marketing Acquisition Site Metrics / Editorial Editorial Programmatic & Ad Ops
  • 17. Successful Publishers Rely on Data to Power Monetization Monetization Acquisition Audience Content
  • 18. Deliver a Unified View of DFP Revenue and Monetization Single Stack & Zero Cookie Loss Capitalize on single stack efficiencies with zero reduction in targetable audience or cookie loss. Simplicity Easy to implement and allows publishers to focus on understanding how their best content and users come together with monetisation to drive long-term revenue. Driving Value with Analytics 360 & DFP Revenue by subject, page and section, top driving authors and top referrals based on revenue. Arguably no other tech provider can deliver a unified view of content and monetisation. Impact of ad load on user engagement, device type, churn propensity, customer lifetime value. Understand the User
  • 19. Who are my valuable users? Can I have a central view of my users? What high value content do I need to make? What ad impressions are generated by high value users? How do we send the right ad to these high value users? Successful publishers ask these questions Understand User Grow Right Content Power Ads with User Data 19
  • 20. Publishers leverage the Analytics 360 - DFP integration benefits to improve their long term-revenue growth Users Value per user Content insights (GA + DFP) Audience Sharing (GA -> DFP)
  • 21. DoubleClick for Publishers Reporting in Google Analytics 360 Data In
  • 22. Reporting at a Glance: Publisher Reports
  • 23. Reporting at a Glance: Publisher Referrers
  • 24. Reporting at a Glance: Top Performing Pages
  • 25. Publisher Data Forum Proprietary + Confidential Publisher Data Forum Proprietary + Confidential Page views CPM Bubble size: exit rate Healthcare Automotive Finance Politics TV News Travel Food Sports Education Weather Entertainment * An example from Japanese News industry Discover yield efficiency by content categories Use Case
  • 26. Publisher Data Forum Proprietary + Confidential Publisher Data Forum Proprietary + Confidential Page views CPM Bubble size: exit rate Healthcare Automotive Finance Politics TV News Travel Food Sports Education Weather Entertainment Stars - High CPM / low reach ● Opportunities to improve UX ● Boost recommendations for content with low exit rates Cash cows - Highly monetized with strong user attraction ● Opportunities to reduce exit rates? Question marks - strong user attraction but low monetization ● potentials to improve ad slots ● Increase monetization with guaranteed deals Dogs - Low efficiency, low reach ● lowest priority ● further investigation on UX & ad slot placements, attractiveness of content and authors ... * An example from Japanese News industry Define content strategies Use Case
  • 27. Google Confidential & ProprietaryAnalytics 360 Suite DoubleClick For Publishers Line Item Reporting in Google Analytics 360 Line Item in Analytics 360 Does it drive engagement and higher monetization? Who interacted with those ads? And where do they come from? Bring the right audiences to your buyers How does it work? Line Item Reporting enables customers who have linked Analytics 360 to DoubleClick for Publishers to have a granular breakdown of their Analytics 360 metrics by DoubleClick for Publishers Line Item. Two new DoubleClick for Publisher dimensions are added to Analytics 360 reporting: ● Line Item ID ● Line Item Name *NEW*
  • 28. Google Confidential & ProprietaryAnalytics 360 Suite What does this look like in Analytics 360? DoubleClick For Publishers Line Item Reporting in Google Analytics 360 *These reports do not appear in Segmentation or the API. Line Item ID and Line Item Name are displayed in the following reports* - Overview, Publisher Pages, and Publisher Referrer reports in the Analytics > Behavior > Publisher section of your account, for both primary and secondary dimensions - Custom Reports *NEW*
  • 29. 29 Understand how user behavior influences revenue and how ads influence user behavior. +45% Goal: Addition of two new advertisers increased revenue/1000 sessions on a country level basis. Insight:
  • 30. Publisher Data Forum Proprietary + Confidential What is unique content that attracts our audiences? Analysis Data source: Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity Average CPM, indexed to 1 (all devices) femalemale Readers ● Significant CPM variations for gender ● Low variations for age ● Average CPM for female users is 1.4X higher than the average ● Some user segments are more profitable than others Findings Data only viewable with DFP integrated with Google Analytics 360 (Reporting integration) Publisher Case
  • 31. Publisher Data Forum Proprietary + Confidential What is unique content that attracts our audiences? Have a closer look at users and content Data source: Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity ● Focus on top articles ● Do text mining: What are keywords used in headlines? ● How to categorize the articles according to the keywords used ● Identify where female user have high/low CPM And do further deep dives Survey of 2,910 articles beyond a certain threshold for pageviews 38%Articles preferred by male users (1,810 articles) 62% Articles preferred by female users (1,100 articles) Female mobile users like articles about celebrities and domestic affairs Articles about celebrities has higher yield rather than domestic affairs Publisher Case
  • 32. Publisher Data Forum Proprietary + Confidential Increase articles on celebrity topics to boost female user revenues What is unique content that attracts our audiences? Growth of female users due to achieved higher coverage of relevant topic 10% 20% 30% AdX yield impact (net)/month ¥887,000 ¥1,774,000 ¥2,661,000 Data source: Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity Publisher Case
  • 33. Target Google Analytics 360 Audiences in DoubleClick for Publishers Data Out
  • 34. Build Meaningful Audiences in Google Analytics 360
  • 35. Build Meaningful Audiences in Google Analytics 360
  • 36. Surface Google Analytics 360 Audiences in DFP UI DFP Audience Module is required for audience targeting audiences to display, video, and app inventory. Feature is accessible for DFP Premium and DFP Small Business Paid contracted publishers.
  • 37. Target ad creative to users in GA360 Audience segment in DFP
  • 38. Target ad creative to users not in GA360 Audience in DFP
  • 39. Performance of GA360 Audience Targeting in DFP
  • 40. Show performance of GA360 audience targeting in DFP
  • 41. Monetize valuable audiences Acquisition Present business model One strategy fits all readers CLV Maximization Future business models High value / e.g. brand-loyal subscribers Mid value / High frequency casual readers Low engagement / Drop-in readers
  • 42. More relevant ads and ensuring advertisers access to more effective audiences. 3.3X CPM Goal: Mobile Intenders: Actively searching for and discussing mobile phone brands and features. Insight:
  • 43. Act Make your data work for you
  • 44. Google Confidential & ProprietaryAnalytics 360 Suite + Unlock latent audience value by connecting Analytics 360 in and Doubleclick today + Build great content based on better insights and drive ARPU + Convert visitors to subscribers with automated remarketing capabilities What leading publishers do more likely than the mainstream to have a documented data and analytics strategy Why Should you care? 35% Move from inaction to in action Analytics 360 Suite Source: eConsultancy/Google. Leaders are
  • 45. Deliver a Unified View of DFP Revenue and Monetization Single Stack & Zero Cookie Loss Capitalize on single stack efficiencies with zero reduction in targetable audience or cookie loss. Simplicity Easy to implement and allows publishers to focus on understanding how their best content and users come together with monetisation to drive long-term revenue. Driving Value with Analytics 360 & DFP Revenue by subject, page and section, top driving authors and top referrals based on revenue. Arguably no other tech provider can deliver a unified view of content and monetisation. Impact of ad load on user engagement, device type, churn propensity, customer lifetime value. Understand the User
  • 47. Analytics 360 Suite Thank you Google Confidential & Proprietary