Presentazione sull'importanza dei Dati nel prendere decisioni di web marketing - di Marco Gallo, Google - utilizzata durante l'evento sull'approccio data driven KnowData2, svoltosi a Bologna il 18/11/2016

1. The Power of Data

2. Confidential and Proprietary
Technology powered marketing

3. Data-driven marketing is at an inflection point
“The analysis of the data, using it,
digging into it–is the power”
90%Existing data has been created in the last 2 years
90%Fortune 500 companies have big data initiatives
underway
20%–
30%Operating revenue loss due to poor data
64%CMOs expressed interest in Big Data–only 8%
have implemented!
$50BBig data market by 2017
Exponential Growth Huge Business Opportunity Massive Underlying Value
Brands Are Moving Fast
Sir Martin Sorrell, CEO, WPP
2014–Year of Actionable Data

4. Confidential and Proprietary
Data drives Competitive advantage
“There are only two sources
of competitive advantage:
The ability to learn more
about our customers faster
than the competition,
and the ability to turn that
learning into action faster
than the competition.”
Jack Welch
Former CEO of GE

5. Confidential and Proprietary
Data = Audience insights Collect
Data

6. Confidential and Proprietary
A personalised world means more Data to be collected….

7. Google Tools

8. Database of consumer intentions
6B
hours of video watched monthly
100B
searches performed monthly
Confidential and Proprietary

9. THINK WITH GOOGLE
Repository of Google research, thought leadership,
industry reviews, case studies, playbooks, and tools
The Hub
Confidential and Proprietary

10. CONSUMER BAROMETER
Consumer
Understand how people use the internet for research,
shopping, and viewing content around the world
Confidential and Proprietary

11. Category
GOOGLE TRENDS
Explore how interests, associations, or tastes change
over time and geo, plus identify rising industry topics
Confidential and Proprietary

12. Category
GOOGLE CORRELATE
Find search patterns that correspond with
industry and real-world trends
Confidential and Proprietary

13. TRENDS FOR MARKETERS
Internal tool using co-search data across brands
and other relevant terms to identify close
associations
Brand
Confidential and Proprietary

14. Intent Signals Email lists
Contextual + Location Signals
Past purchasers
App converters
Build a 360˚ view of your customers with
Your data + Google Intent data + Contextual signals
to win micro-moments in real time
Confidential and Proprietary

15. What do we mean by Audience Signals?
WHO
THEY ARE
WHAT
THEY
WANT
Confidential and Proprietary

16. Thank You