In search of the perfect customer journey - Finlay Clark, Google

1. Get your hands
dirty with data

2. Confidential and Proprietary
Hazzy is a brand styling clay hair product from
Unienckiser. It has a truly revolutionary ability to
help men’s hair look awesome for up to four days (as
long as they don’t shower or sleep).
How should we position it?
The Brief: Hazzy Launch

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Think Insights
Source: http://www.thinkwithgoogle.com/products/beauty-on-youtube.html
What is the category like?

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Display Planner
Display Planner is used to scope the size of the Google Display Network for a given
product, but it can be used in primary research to see the
- age split
- gender split
- device split
for a given product or category.
Source: https://adwords.google.com/da/DisplayPlanner/Home
Who’s interested in styling clay? Where can I find them?

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Google Research: Think with Google
Source: http://www.thinkwithgoogle.com/research-studies/young-males-digital-path-to-purchase.html
How are guys searching?
18-34s

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Consumer Barometer
Source: consumerbarometer.com
Where are guys hearing about new products?

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Consumer Barometer
Source: consumerbarometer.com
In what ways was the Internet involved in recent purchases?

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Consumer Barometer
Source: consumerbarometer.com
Did search play a role?

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The Customer Journey to Online Purchase
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/beauty-and-fitness/large/generic-paid-search
What channels are influential when?

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The Customer Journey to Online Purchase
Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/beauty-and-fitness/large/generic-paid-search
What channels are influential when?

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Google Consumer Surveys
Source: http://www.google.com/insights/consumersurveys/view?survey=z22idtlwqicms
Where did they last purchase hair gel?

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Google Consumer Surveys
What made them pick that product?
Source: http://www.google.com/insights/consumersurveys/view?survey=z22idtlwqicms

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Source: https://www.google.co.uk/search?q=styling+clay
The auto-complete box will show related searches which are currently popular with users.
What are people thinking about around styling clay?
The Google Home Page

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Search Tip: Voice Search
The auto-complete box will show related searches which are currently popular with users.
What impact might voice search have?
Source: https://www.google.co.uk/search?q=styling+clay
How would someone use voice to complete the search?

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The Google Search Results Page
How does Google display the product
you are researching?
Does Google prioritise:
- shopping results?
- images?
- reviews?
- price comparison sites / Amazon?
Which brands have star ratings?
What results appear when you
choose Web / Images / Shopping /
Videos / News / More ?
What are people searching for related to styling clay?
Source: https://www.google.co.uk/search?q=styling+clay

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Search Tip: Related Searches
Similar to the auto-complete feature, this box at the base of a search results
page will inform you what related searches are currently trending.
Consumers are searching for these, so use them as jumping off points for:
- further research
- creating relevant and useful content (web, mobile, video)
- building AdWord campaigns
Source: https://www.google.co.uk/search?q=styling+clay
What similar things are people interested in?

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Keyword Planner
Source: https://adwords.google.com/KeywordPlanner
How much interest is there in styling clay?

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Keyword Planner
Source: https://adwords.google.com/KeywordPlanner
What other similar things are people interested in?

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Keyword Planner
Source: https://adwords.google.com/KeywordPlanner
Are there any popular brands?

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Brand Impression Tool
Source: http://www.thinkwithgoogle.com/tools/brand-impressions.html
What are some of those other brands doing?

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Brand Impression Tool
Source: http://www.thinkwithgoogle.com/tools/brand-impressions.html
What are some of those other brands doing?

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Source: https://www.google.com/trends/market/
The closer the brands
are, the more often they
are seen together in the
same search session for
a Hair Care related
search.
How do these brands relate to each other?
INTERNAL TOOL: Trends for Marketers

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INTERNAL TOOL: Trends for Marketers
Source: https://www.google.com/trends/market/
What are those brands associated with?

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Google Trends
Source: http://www.google.co.uk/trends/

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Google Trends
Source: http://www.google.co.uk/trends/

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Google Trends
Source: http://www.google.co.uk/trends/
How does clay compare to gel?

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Google Trends
Source: http://www.google.co.uk/trends/
Is there any seasonality?

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Google Trends
Source: http://www.google.co.uk/trends/
Is there any seasonality?

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Google Trends
Source: http://www.google.co.uk/trends/
Are there other related terms of interest?

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Google Trends
Source: http://www.google.co.uk/trends/
Should we be doing a hair gel instead?

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Google Trends
Source: http://www.google.co.uk/trends/
What’s driving some of the interest in hair gel?

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Google Trends: Regionality
Source: http://www.google.co.uk/trends/
Where in the world is it most interesting?

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Google Trends: Related Searches
Source: http://www.google.co.uk/trends/
What are the top related trends?

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Google Trends
Source: http://www.google.co.uk/trends/
Are there any new trends we should be aware of?

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Trends Tip: Export the Data (sharable link to Google Sheets)
Source: http://www.google.co.uk/trends/
What day of the week is it most interesting?

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INTERNAL TOOL: 6W1H - Styling Clay
What, what, when, where, why, how and which?

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INTERNAL TOOL: 6W1H - Men’s Hair
What, what, when, where, why, how and which?
Men’s hair

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INTERNAL TOOL: 6W1H - Hair Gel
What, what, when, where, why, how and which?

39. Confidential and Proprietary
Source: https://www.google.co.uk/search?q=how+to+use+styling+clay
Requery on “how to style hair with gel”
Two of the top results are User
Generated Content, with no brand
involvement.
The first brand presence appears in
the sixth position
There are NO paid adverts on this
results page, even those users are
more “engaged” here than on the
initial “styling clay” results page.
How to style hair with gel?

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YouTube Results
Understand what people want
to view and are engaging with.
Are any brands advertising
across your searches?
Are there any results from
your related searches or
questions asked on Google?
Source: https://www.youtube.com/results?search_query=men+hair+styling
What content is driving traffic on YouTube

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YouTube Tip: Use the Filters!
Use the filters to answer more questions:
● Are there any popular YouTube creators with whom you could collaborate?
● What sort of videos have the most / best engagement?
Source: https://www.youtube.com/results?search_query=men+hair+styling
Is there anyone making topical content?

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YouTube Tip: Use the Filters!
Source: https://www.youtube.com/user/mhrrasmus
Is he open to working with brands?

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Consumer Barometer
Source: consumerbarometer.com
How often do people watch online videos?

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YouTube Trends Dashboard
Source: https://www.youtube.com/trendsdashboard#loc0=gbr&gen0=male&age0=18-24&mode=compare&loc1=gbr&age1=25-34
What are they into right now?

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YouTube Trends Dashboard
Source: https://www.youtube.com/trendsdashboard#loc0=gbr&gen0=male&age0=18-24&mode=compare&loc1=gbr&age1=25-34
What are they into right now?

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INTERNAL TOOL: InterestDNA
Area: GB views spend a lower (smaller area) or higher (larger
area) percentage of their time consuming content from each
of these content categories.
Color: Male viewers aged 25 to 34 under (low color scale) or
over (high color scale) index in terms of watch time
consuming content from from each of these content
categories.
What sort of videos are they watching?

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INTERNAL TOOL: InterestDNA
Area: GB views spend a lower (smaller area) or higher (larger
area) percentage of their time consuming content from each
of these content categories.
Color: Male viewers aged 25 to 34 under (low color scale) or
over (high color scale) index in terms of watch time
consuming content from from each of these content
categories.
What sort of games do they like?

48. Confidential and Proprietary
INTERNAL TOOL: InterestDNA
Area: GB views spend a lower (smaller area) or higher (larger
area) percentage of their time consuming content from each
of these content categories.
Color: Male viewers aged 25 to 34 under (low color scale) or
over (high color scale) index in terms of watch time
consuming content from from each of these content
categories.
What kind of computer games?

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Our Mobile Planet
Source: http://think.withgoogle.com/mobileplanet/en/
Mobile behaviour research:
Use the data to gain a deeper
understanding of the mobile
consumer and make data-driven
decisions on how to use mobile.
How likely are guys to watch content on their phones?

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Our Mobile Planet
Source: http://think.withgoogle.com/mobileplanet/en/
How likely are guys to notice a mobile ad?
Mobile behaviour research:
Use the data to gain a deeper
understanding of the mobile
consumer and make data-driven
decisions on how to use mobile.

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What we’ve learned...
Target Audience 25-34
Search Behaviour The role of search and that they are likely to use it for product information
Competitive Set which brands are popular and which are doing well in online content
Volume of category interest 120,000 searches a month
How brands relate To each other and in relationship to key terms
Seasonal trends Joey Essex
Relative levels of interest And where that interest exists around the world
What are you most common questions about your brand or category.
What day of week has the greatest
levels of interest?
Sunday
Content Ideas partners, popular categories and how and where it is consumed

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What have we learned?
What is the category like?
Who’s interested in styling clay?
Where can I find them?
How are guys searching?
How likely are they to buy Hazzy online?
How does that compare to other products?
What channels are influential when?
Where did they last purchase hair gel?
What made them pick that product?
What are people thinking about around styling clay?
What impact might voice search have?
What are people searching for related to styling clay?
What similar things are people interested in?
How much interest is there in styling clay?
Are there any popular brands?
What are some of those other brands doing?
How do these brands relate to each other?
What are those brands associated with?
How does clay compare to gel?
Is there any seasonality?
What’s driving some of the interest in hair gel?
Where in the world is it most interesting?
What day’s of the week is it most interesting?
What are the top related trends?
Are there any new trends we should be aware of?
What, what, when, where, why, how and which?
How to style hair with gel?
What content is driving traffic on YouTube
Is there anyone making topical content?
What are they into right now?
What sort of videos are they watching?
What sort of games do they like?
What kind of computer games?
How likely are guys to watch content on their
phones?
With whom guys watch video on their mobile?
Category
Product
Competitors
Target market
Their interests
Their influencers
Their device usage

53. Confidential and Proprietary

54. Confidential and Proprietary
Free stuff
Source: http://www.google.com/insights/consumersurveys/use_cases?example=general&offer=display2014
http://goo.gl/aM0GGs
Free Stuff

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Google Correlate
Source: http://www.google.com/trends/correlate/search?e=fitness&t=weekly&p=uk
Google correlate

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Free Stuff
Extra slides

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Google Correlate
Source: http://www.google.com/trends/correlate/search?e=fitness&t=weekly&p=uk
Google correlate

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Google Correlate
Source: http://www.google.com/trends/correlate/search?e=fitness&t=weekly&p=uk
Google correlate

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Maps
Source: https://www.google.co.uk/maps/search/barbers/@51.5150767,-0.1197948,14z
Google Maps - Barbers in Central London

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Our Mobile Planet
Source: http://think.withgoogle.com/mobileplanet/en/
How likely are guys to react to a mobile ad?
Our Mobile Planet provides access to
mobile behaviour research.
You can use the data to gain a deeper
understanding of the mobile
consumer and make data-driven
decisions on how to use mobile.
Actions taken after noticing Ads (%)