The Real-Time Opportunity for Retailers, sponsored by DoubleClick @ DRS, 1/27/15
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Matthew Eichner's presentation from Digiday Retail Summit on Jan 27, 2015.
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The Real-Time Opportunity for Retailers, sponsored by DoubleClick @ DRS, 1/27/15
- 1. What’s wrong with this picture? January 27, 2015 Matt Eichner, Director, DoubleClick Search @ Google
- 3. Quantifying fast: hours not days
- 4. Google confidential 2013: Retailer used DoubleClick Search: Real-time data and 4x/day bid decisions across all keywords 2012: Retailer used another SEM platform: End-of-day data for next day bid opt Client saw 3X revenue at 60% of cost True real-time matters
- 5. Google confidential “Lady Gaga” “Pink bra” “Samsung S4” “Online tax” Search markets are volatile…
- 6. Google confidential $ of a conversion (missing margin information) *wrapped gift Price is Right game $329.95
- 7. Google Confidential and Proprietary Smart digital platforms let you see performance on a granular level
- 8. Google Confidential and Proprietary Technology should respond to its environment 90% of search PLA spend comes from 9.5% of items □ Product group Max CPC □ ▼ All products -- □ ▼ Handbags -- □ ▼ Stella Mccartney -- □ Faux-Napa Big Shoulder Bag, Red $5.00 □ Everything else in “Stella McCartney” $5.00
- 10. Google confidential & proprietary Current View of Customers VS. Reality Which one looks like your customer?