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#InspiredByData:
Connecting the dots
with Audience
& Creative
Emma Crawford-Prajapati
Creative Product Lead, EMEA
Proprietary + Confidential
70%
of campaign performance
is down to creative
Source: Google Media Lab Research 2016
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150%
Improved performance
when creative and
media work together
Source: Google Media Lab Research 2016
Proprietary + ConfidentialProprietary + Confidential
Creative Media
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The old marketing formula:
Proprietary + ConfidentialProprietary + Confidential
Data
MediaCreative
The new marketing formula:
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Agenda
Driving results
with
Personalization
#inspiredbydat
a
Why Audience
Matters
Connecting
the dots
Proprietary + ConfidentialProprietary + Confidential
Why audience matters
Imagine...
PRINCE CHARLESOZZY OSBOURNE
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What Google can add
● Search preferences
● Web browsing behaviors
● Online shopping patterns
● App engagement
What you know
● Dad with school-aged kids
● Homeowner
● Lives in the Midwest
● 40 to 50 years old
Building a 360º view of your customer
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Source: BCG, Digital Maturity Study, 2017
Advertisers who are
successful at
data-driven marketing
are seeing revenue
increases of as much
as 20%, and cost
savings of up to 30%
Proprietary + Confidential
Source: BCG-Google Data-Driven Marketing assessment 2017
Maturity
Assessment of
participants (%)
Archetype
of maturity
Campaign based execution
mainly using external data
and direct buys with limited
link to sales
Some use of owned data in
automated buying with
single-channel optimisation
and testing
Data integrated and
activated across channels
with demonstrated link to
ROI or sales proxies
Dynamic execution
optimised toward
single-customer business
outcomes across channels
Nascent Emerging Connected Multi-moment
7%
49%41%
2%
Only 2% of brands are realising the full
potential of data-driven marketing strategies
Proprietary + ConfidentialProprietary + Confidential
Reaching the right customers
can feel like finding needles in a
haystack
Proprietary + ConfidentialProprietary + Confidential
… a “full funnel” audience strategy is essential
Find
new and qualified users
to broaden your customer
base
Engage
with users you know in a
meaningful way to
maximize the value of each
client
Awareness
Consideration
Evaluation
Purchase
Advocacy
Proprietary + ConfidentialProprietary + Confidential
Google tools enable scale and unlock new opportunities
Display & Video 360
Collect and segment your data
based on how users engage with
your media campaigns
Google Audiences
Reach qualified users at scale across
their purchase journey with Google data
Analytics 360
Collect and segment your data based
on how users engage with your website
Display & Video 360
Audience Module
Consolidate data across
sources (including 3P)
and bring a holistic
audience strategy to life
Find
new and qualified users
Engage
with users you know in a
meaningful way
Don’t forget the basics...
#1
Think “full funnel”
#2
Put your (first party) data to work
#3
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Driving results with personalization
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50%
reduction in
acquisition costs
Up to 15%
lift in revenue
Up to 30%
increase in efficiency of
marketing spend
Personalization gets results
Source: McKinsey November 2016
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Behavior data
• Are they photographers or foodies?
• What do they typically spend per order?
Media touchpoints/contextual data
• What shows and sites do they like?
• How do they consume favorite content?
Environmental data
• What’s the weather like where they are?
• Are they homebodies, or travelers?
Personalization starts with
knowing your audience
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Message sequencing Creative decisioning Real-time, dynamic ads
Levels of personalization
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Leverage sequential
messaging to move customers
through your brand story
Use data to select the
right creative to deliver to
each segment
Use signals to select and
place dynamic creative
elements in real time in your
creative
Storytelling through data
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In a world with lots of
audience signals at the
ready, how much
customization is necessary
for your creative to be
effective?
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Source text
6pt Roboto
Dark Grey 2
How much
customization?
For which
audiences?
The more customization, the
higher the lift in Recall.
Customization will drive most
Recall lift on emotionally
charged audiences.
The questions The hypotheses
Audiences
outperform
demo
Finding #1
Average ad
recall lift
Demo Audiences
3.2%
4.5%
+34%
Finding #2
Copy works
hard for 0:06
ads
Copy only Copy & visualControl
Female
18-34
Fitness
buffs
In-market
for dating
apps
New job
1 2 3 4 5 6 7 8
Finding #2 Ad lift
recall
In-market for employment
Health & fitness affinity
Parents of grade schoolers
Graduation
Hardcore gamers
Outdoor enthusiasts 1
Outdoor enthusiasts 2
Competitors
Parents of teens
New Job
Dating
Fitness Buffs
Custom copy
Custom copy & visual
Copy works
hard for 0:06
ads
More significant
customization
needed to see
impact on longer
form
Finding #3
Average ad
recall lift
Some
Customization
Copy only
More
Customization
Visual & Copy
6-second
ads
15-second
ads
Life
events
Audiences outperform demo
Copy works hard for 0:06 ads
More significant
customization needed to see
impact on longer form
Customization impacts men
and women differently
Customization was most impactful
for certain types of signals
The findings: 3 actionable & 2 exploratory
Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential
But what about Display?
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Connecting the dots
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Activate personalization through collaboration
Creative agency
Deliver more memorable
creative
Have insight to expand
the creative opportunity
Test hypotheses
Marketer
Reach your
consumers in the
moments that matter
Leverage learnings
beyond digital
Media agency
More services available
for your clients
Better performing
campaigns
Production team
Access to insight to drive
more efficient production
A better process for
dynamic campaigns
Proprietary + ConfidentialProprietary + Confidential
Create Measure Iterate
Never stop learning
Proprietary + Confidential
#InspiredByData
Thank You
Proprietary + Confidential
#InspiredByData
Appendix
Proprietary + ConfidentialProprietary + Confidential
Consumers expect to get exactly
what they want, exactly when
they want it
Today’s media reality:
Source: cmo.com, February 2015
74%
of consumers get
frustrated when ads
appear that have
nothing to do
with their interests
Proprietary + ConfidentialProprietary + Confidential
Find
Alignment
Develop
Creative
QA,Traffic,
Launch
Learn &
Optimize
hi-level objectives,
audience signals,
1st-party insights
creative insights relating
to online / mobile
consumer behavior
previous metrics,
potential 3rd-party data,
contextual signals
insights on content
development (are there
assets available to
support insights?)
objectives, target audience,
KPIs, moments that matter,
creative requirements,
approval chain
signals/creative triggers,
visual identity, voice & tone
guidelines, storytelling
elements, emotional hook
targeting signals, learnings
from past campaigns, creative
sizes, formats, duration, brand
safety metrics, KPI alignment
technical concerns, determines
if dynamic creative is needed,
creative development timeline
dynamic feed content, final
creative, licensing information
for assets
reporting metrics, naming
conventions, final ad specs, feed
input for Campaign
Manager/Display & Video 360
values
messaging/imagery is on-brand,
gives existing imagery, assets
and copy to production team
message matrix to indicate
delivery rules, specs for dynamic
copy /images, design, animation
& HTML5, proper coding
of creative
final go-live
campaign approvals
QA’ng creative fields in
dynamic feed to confirm that
content is rendering correctly
set-up for optimal KPI
measurement, set-up for
scheduled reporting,
creative trafficking
previews & backup images,
Q&A,QA approvals from
other agencies, final
creative trafficking
reporting, input for
optimization and
on-the-fly changes
reporting, recommendations
for creative optimization
performance vs. KPIs,
optimization recommendations
to brand & agencies, creative
optimization requirements
troubleshooting/implementing
revisions to the dynamic
feed(s) and creatives, reporting
and input for changes, creative
optimizations
Gather
Insights
ProductionMediaCreativeMarketer
Proprietary + Confidential
Question 1
How much
customization?
Copy only Copy & visual Narrative structure
Question 2
For which audiences?
Passion point Parenting
stage
Major
life event
Purchase
intent
In-market
Females
Affinity:
Beauty mavens
In-market:
Skincare products
Life event:
Getting married
Custom
affinity
Customization
impacts men
and women
differently
Finding #4
Customization was
most impactful for
certain types of
signals
Finding #5 Ad recall variable lift (Custom vs control creative)
Outdoor
enthusiast
17%
Actively
trying to
get fit
In-market for
investment
services
69%
0%
Proprietary + ConfidentialProprietary + Confidential
Google Marketing Platform
Provides you with a fully integrated experience
Google can help you build this Audience Strategy

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Google Analytics Konferenz 2019_Audience Management_Emma Crawford-Prajapati (Google)

  • 1. Proprietary + Confidential #InspiredByData: Connecting the dots with Audience & Creative Emma Crawford-Prajapati Creative Product Lead, EMEA
  • 2. Proprietary + Confidential 70% of campaign performance is down to creative Source: Google Media Lab Research 2016
  • 3. Proprietary + Confidential 150% Improved performance when creative and media work together Source: Google Media Lab Research 2016
  • 4.
  • 5. Proprietary + ConfidentialProprietary + Confidential Creative Media Proprietary + Confidential The old marketing formula:
  • 6. Proprietary + ConfidentialProprietary + Confidential Data MediaCreative The new marketing formula:
  • 7. Proprietary + Confidential Agenda Driving results with Personalization #inspiredbydat a Why Audience Matters Connecting the dots
  • 8. Proprietary + ConfidentialProprietary + Confidential Why audience matters
  • 11. Proprietary + ConfidentialProprietary + Confidential What Google can add ● Search preferences ● Web browsing behaviors ● Online shopping patterns ● App engagement What you know ● Dad with school-aged kids ● Homeowner ● Lives in the Midwest ● 40 to 50 years old Building a 360º view of your customer
  • 12. Proprietary + Confidential Source: BCG, Digital Maturity Study, 2017 Advertisers who are successful at data-driven marketing are seeing revenue increases of as much as 20%, and cost savings of up to 30%
  • 13. Proprietary + Confidential Source: BCG-Google Data-Driven Marketing assessment 2017 Maturity Assessment of participants (%) Archetype of maturity Campaign based execution mainly using external data and direct buys with limited link to sales Some use of owned data in automated buying with single-channel optimisation and testing Data integrated and activated across channels with demonstrated link to ROI or sales proxies Dynamic execution optimised toward single-customer business outcomes across channels Nascent Emerging Connected Multi-moment 7% 49%41% 2% Only 2% of brands are realising the full potential of data-driven marketing strategies
  • 14. Proprietary + ConfidentialProprietary + Confidential Reaching the right customers can feel like finding needles in a haystack
  • 15. Proprietary + ConfidentialProprietary + Confidential … a “full funnel” audience strategy is essential Find new and qualified users to broaden your customer base Engage with users you know in a meaningful way to maximize the value of each client Awareness Consideration Evaluation Purchase Advocacy
  • 16. Proprietary + ConfidentialProprietary + Confidential Google tools enable scale and unlock new opportunities Display & Video 360 Collect and segment your data based on how users engage with your media campaigns Google Audiences Reach qualified users at scale across their purchase journey with Google data Analytics 360 Collect and segment your data based on how users engage with your website Display & Video 360 Audience Module Consolidate data across sources (including 3P) and bring a holistic audience strategy to life Find new and qualified users Engage with users you know in a meaningful way
  • 17. Don’t forget the basics... #1
  • 19. Put your (first party) data to work #3
  • 20. Proprietary + ConfidentialProprietary + Confidential Driving results with personalization
  • 21. Proprietary + ConfidentialProprietary + Confidential 50% reduction in acquisition costs Up to 15% lift in revenue Up to 30% increase in efficiency of marketing spend Personalization gets results Source: McKinsey November 2016
  • 22. Proprietary + ConfidentialProprietary + Confidential Behavior data • Are they photographers or foodies? • What do they typically spend per order? Media touchpoints/contextual data • What shows and sites do they like? • How do they consume favorite content? Environmental data • What’s the weather like where they are? • Are they homebodies, or travelers? Personalization starts with knowing your audience Proprietary + Confidential
  • 23. Proprietary + ConfidentialProprietary + Confidential Message sequencing Creative decisioning Real-time, dynamic ads Levels of personalization Proprietary + Confidential Leverage sequential messaging to move customers through your brand story Use data to select the right creative to deliver to each segment Use signals to select and place dynamic creative elements in real time in your creative Storytelling through data
  • 24. Proprietary + Confidential In a world with lots of audience signals at the ready, how much customization is necessary for your creative to be effective?
  • 25. Proprietary + Confidential Source text 6pt Roboto Dark Grey 2
  • 26. How much customization? For which audiences? The more customization, the higher the lift in Recall. Customization will drive most Recall lift on emotionally charged audiences. The questions The hypotheses
  • 27. Audiences outperform demo Finding #1 Average ad recall lift Demo Audiences 3.2% 4.5% +34%
  • 28. Finding #2 Copy works hard for 0:06 ads Copy only Copy & visualControl Female 18-34 Fitness buffs In-market for dating apps New job
  • 29. 1 2 3 4 5 6 7 8 Finding #2 Ad lift recall In-market for employment Health & fitness affinity Parents of grade schoolers Graduation Hardcore gamers Outdoor enthusiasts 1 Outdoor enthusiasts 2 Competitors Parents of teens New Job Dating Fitness Buffs Custom copy Custom copy & visual Copy works hard for 0:06 ads
  • 30. More significant customization needed to see impact on longer form Finding #3 Average ad recall lift Some Customization Copy only More Customization Visual & Copy 6-second ads 15-second ads Life events
  • 31. Audiences outperform demo Copy works hard for 0:06 ads More significant customization needed to see impact on longer form Customization impacts men and women differently Customization was most impactful for certain types of signals The findings: 3 actionable & 2 exploratory
  • 32. Proprietary + ConfidentialProprietary + ConfidentialProprietary + Confidential But what about Display?
  • 33. Proprietary + ConfidentialProprietary + Confidential Connecting the dots
  • 34. Proprietary + ConfidentialProprietary + Confidential Activate personalization through collaboration Creative agency Deliver more memorable creative Have insight to expand the creative opportunity Test hypotheses Marketer Reach your consumers in the moments that matter Leverage learnings beyond digital Media agency More services available for your clients Better performing campaigns Production team Access to insight to drive more efficient production A better process for dynamic campaigns
  • 35. Proprietary + ConfidentialProprietary + Confidential Create Measure Iterate Never stop learning
  • 38. Proprietary + ConfidentialProprietary + Confidential Consumers expect to get exactly what they want, exactly when they want it Today’s media reality: Source: cmo.com, February 2015 74% of consumers get frustrated when ads appear that have nothing to do with their interests
  • 39. Proprietary + ConfidentialProprietary + Confidential Find Alignment Develop Creative QA,Traffic, Launch Learn & Optimize hi-level objectives, audience signals, 1st-party insights creative insights relating to online / mobile consumer behavior previous metrics, potential 3rd-party data, contextual signals insights on content development (are there assets available to support insights?) objectives, target audience, KPIs, moments that matter, creative requirements, approval chain signals/creative triggers, visual identity, voice & tone guidelines, storytelling elements, emotional hook targeting signals, learnings from past campaigns, creative sizes, formats, duration, brand safety metrics, KPI alignment technical concerns, determines if dynamic creative is needed, creative development timeline dynamic feed content, final creative, licensing information for assets reporting metrics, naming conventions, final ad specs, feed input for Campaign Manager/Display & Video 360 values messaging/imagery is on-brand, gives existing imagery, assets and copy to production team message matrix to indicate delivery rules, specs for dynamic copy /images, design, animation & HTML5, proper coding of creative final go-live campaign approvals QA’ng creative fields in dynamic feed to confirm that content is rendering correctly set-up for optimal KPI measurement, set-up for scheduled reporting, creative trafficking previews & backup images, Q&A,QA approvals from other agencies, final creative trafficking reporting, input for optimization and on-the-fly changes reporting, recommendations for creative optimization performance vs. KPIs, optimization recommendations to brand & agencies, creative optimization requirements troubleshooting/implementing revisions to the dynamic feed(s) and creatives, reporting and input for changes, creative optimizations Gather Insights ProductionMediaCreativeMarketer
  • 40. Proprietary + Confidential Question 1 How much customization? Copy only Copy & visual Narrative structure
  • 41. Question 2 For which audiences? Passion point Parenting stage Major life event Purchase intent In-market Females Affinity: Beauty mavens In-market: Skincare products Life event: Getting married Custom affinity
  • 43. Customization was most impactful for certain types of signals Finding #5 Ad recall variable lift (Custom vs control creative) Outdoor enthusiast 17% Actively trying to get fit In-market for investment services 69% 0%
  • 44. Proprietary + ConfidentialProprietary + Confidential Google Marketing Platform Provides you with a fully integrated experience Google can help you build this Audience Strategy