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Key Takeaways from Google’s Marketing Guide, “Measure What Matters Most”

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My key takeaways from Google's prescriptive marketing guide as well as illustration of Google's Customer Journey tool.

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Key Takeaways from Google’s Marketing Guide, “Measure What Matters Most”

  1. 1. Key Takeaways from Google’s Marketing Guide, “Measure What Matters Most” SANJIV M KARANI @sanjivkarani
  2. 2. BACKGROUND Google recently published its prescriptive marketing guide, “Measure What Matters Most” An excellent resource that can help you improve business outcomes by focusing on your best customers and the critical moments in their journey Here are my key takeaways 2
  3. 3. IN TODAY’S COMPLEX WORLD ….. It takes many marketing touchpoints to connect with a customer or make a sale But how do you know what matters to customers at each point in the journey? Better measurement is the answer and key to understanding & making the most of these interconnected touchpoints 3
  4. 4. GOOGLE RECOMMENDS FOUR STEPS 4 Source: Google
  5. 5. 1. FOCUS ON YOUR TRUE BUSINESS OBJECTIVES Make sure your KPIs are aligned with real business problems you’re trying to solve Don’t let organizational silos stop you from measuring what matters most 5
  6. 6. FOCUS ON THE RIGHT METRICS 6 Source: Google
  7. 7. 2. MEASURE CUSTOMERS, NOT JUST TRANSACTIONS Measure long-term customer value instead of individual transactions Review which channels are bringing you your best customers and in what context Avoid wasting money and effort on customers who cost more than their worth 7
  8. 8. MEASURE CUSTOMERS 8 Source: Google
  9. 9. 3. ATTRIBUTE VALUE ACROSS THE WHOLE CUSTOMER JOURNEY Understand what your customer journey looks like and think holistically about your marketing Attribute credit to various marketing touchpoints to uncover insights and opportunities to invest more wisely 9
  10. 10. MULTIPLE TOUCHPOINTS 10 Source: Google
  11. 11. CUSTOMER JOURNEY TOOL Google has built Interactive Customer Journey Tool Based on millions of consumer interactions It shows how different marketing channels affect online purchase decisions for various business size, industry and region 11
  12. 12. CUSTOMER JOURNEY EXAMPLES Next few slides show examples of Customer Journey I created using the tool You can create one for your own business You can now truly understand what marketing channels really matter at different stages of customer journey 12
  13. 13. CUSTOMER JOURNEY – BUSINESS & INDUSTRIAL 13
  14. 14. CUSTOMER JOURNEY – E-COMMERCE 14
  15. 15. CUSTOMER JOURNEY – INTERNET & TELECOM 15
  16. 16. CUSTOMER JOURNEY – RESTAURANTS 16
  17. 17. 4. PROVE THE INCREMENTAL IMPACT OF YOUR MARKETING SPEND Identify vital channels and new opportunities to prove the value of your efforts (and stop what’s not working) Make experimentation a regular part of marketing cycles: keep testing and keep improving 17
  18. 18. EXPERIMENTATION IS A KEY 18 Source: Google
  19. 19. LET ME DISTILL MY TAKEAWAYS TO A SINGLE SLIDE Aggregating, analyzing and activating all your customer data is a critical business imperative You Must Know Your: Business (i.e., Objectives, Outcomes, Metrics) Customer (i.e., Journey, Touchpoints, Value) Marketing (i.e., Channels, Campaigns, Returns) 19
  20. 20. Aggregating, analyzing and activating customer data is Zipscene’ core competency Our platform helps restaurant marketers: Make dynamic decisions within their unique “business-customer-marketing” context Realize step-change improvement in their marketing performance 20
  21. 21. Please Visit My LinkedIn Profile for Additional Insights & Resources SANJIV M KARANI @sanjivkarani

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