The Power of Data From Rick Jones, Head of Client Development at Google's DoubleClick // The Big Picture is a bi-annual must attend event for senior B2B marketers and corporate communication professionals to gain insight, understanding and strategic advice from leading industry practitioners. The May event focussed on making the most of the digital conversation, and involved speakers from Google DoubleClick, LinkedIn, Oracle Eloqua, Sysomos, Purestone and LEWIS. For more information visit the event page: thebigpicture2015.purestone.co.uk

1. © Google Confidential and Proprietary
The Power of Data Rick Jones
Head of Business Development, DoubleClick

2. © Google Confidential and Proprietary
Market Research as a discipline
Database Marketing
Online Marketing
Ad-Tech
1920s
1980s
1990s
The evolution of Data-driven Marketing

3. © Google Confidential and Proprietary
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 Massive Underlying Value
Brands Are Moving Fast
Sir Martin Sorrell, CEO, WPP
2014–Year of Actionable Data

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Data =
in real-time
Customer Insights
Actionable
The future of Data-driven Marketing
= Competitive advantage

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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 to
turn that learning into action
faster than the competition.”
Jack Welch
Former CEO of GE

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Why wouldn’t I buy media in a way that I can get
data back and use it to make smart decisions?
It’s a Data Arms race….
Bonin Bough, VP of Global Media
Mondelez
“

7. Google confidential

8. © Google Confidential and Proprietary
Programmatic
Buying

9. The Power of Data = the right ad, everytime

10. Generating awareness & familiarity
through Real Time Bidding
Awareness raising &
drive engagement
across key target
audiences.
Also, audience quality,
brand safety,
contextual relevance &
media performance
were important
Leveraging run of
exchange targeting,
and Private
Marketplace inventory.
Keyword contextual
targeting around brand,
audiences and
products, followed by
Retargeting
Overall Real Time Bidding
tactics drove 60% of total
campaign impressions and
40% of total clicks for the
entire campaign.
Retargeting drove
consistent engagement with
a CTR 13% above target.
RTB achieved a lower Cost
Per Mille than any direct
booking rate.

11. Single point of access
increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency
and better performance
32%
average reduction
in CPA
DoubleClick
Value of

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Collect Data at every touch point

17. SINGLE
VIEW?

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Efficiency
Insights
Better
performance
Marketing technology works
better when unified

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We use our unique technology, relationships,
and data to scale ad quality & trust between
publishers and marketers. This leads to true,
dynamic & personalized 1-to-1 marketing.
Google’s innovation and leadership can help transform Sky’s business in the Programmatic Age

20. Google’s Ad technology platform - improved insights
and performance through integration
De-duped conversion
data & audience lists
Audience lists
Campaign data
Attributed
performance
Dynamic
creative

21. What to do with all of that time?
Reallocate time
savings to high
value activities:
• Strategy
• Analysis
• Creativity

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Slide on Google Now
Anticipate what your users need ...

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… to offer the best solution

24. Google Confidential and Proprietary
Website Personalization
Customize your web content based on Google Analytics
* powered by Google Analytics
Google Analytics will soon offer tools to
customize and test different versions of
your site based on different user
segments

25. Google Confidential and Proprietary
Demographic For Search Ads
Customize your search ad based on gender & age

26. 1. A Single view of your customer

27. Google is Uniquely Positioned to Help Transform Your Business2. Smarter Measurement

28. 3. Programmatic Ad inventory at scale

29. 4. Full Transparency

30. Thank You