Gautam Ramdurai, Insights Lead at Google and Brandcenter alum (CS, 2011), gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.

1. Chasing insights
with Google

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What we’ll cover today
Where Google tools fit in
Tools for broad exploration
Tools for competitive intel
Tools to dive deep into brands
Tools to understand consumers

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Where Google tools fit in
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AN UPHILL CLIMB ON TOP OF DATA, INFORMATION AND HUCHES
Making insight mining robust with Google
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Planners collect bits from varied sources
and tie them together to help tell brand
stories.
The process is messy and spans brand,
category, culture and consumers.
Fragmenting markets, rapidly shifting
tastes and tech empowered consumers
aren’t making this process any easier.
A few simple tools from Google can help
understand this increasingly complex
world.

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An epic library of
human intentions.

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OUR INITIAL TOOLS WERE OPTIMIZED FOR RAPID IMPLEMENTATION AND QUICK MEASUREMENT AND FEEDBACK
Initially, Google’s tools were focused on execution
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implementation
impact
How are my existing
campaigns performing?
What optimization
opportunities are there?

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WE’RE CONSTANTLY BUILDING TOOLS TO HELP MAKE OUR DATA MEANINGFUL AND USEFUL TO BUILD BIGGER AND BOLDER BRANDS
The current toolkit spans the entire creative lifecycle
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insights
ideas implementation
impact
How are my existing
campaigns performing?
What optimization
opportunities are there?
What is the real time discussion
for my Brand/Category?
How is my brand being perceived
and discussed?

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Our tools help understand a massive
unbiased audience, providing a window
into their core intentions, in real-time.

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The tools can be the
insight sparks for...
Broad exploration.
Competitive reviews.
Unpacking brands.
Understanding consumers.

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Broad exploration
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google.com/think google.com/zeitgeist youtube.com/trendsmap
google.com/publicdata google.com/trends/topcharts
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Competitive intel
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monitor.wildfireapp.com google.com/trends
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Brand deep dive
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Related Searches
YouTube Analyticsgoogle.com/analytics
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google.com/trends/correlate

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Understanding
consumers
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google.com/insights/consumersurveys consumerbarometer.com
think.withgoogle.com/databoard/ thinkwithgoogle.com/mobileplanet

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Let’s chase some
insights together.