Data presents opportunity galore for marketers wanting to better understand the people they connect with. Stacks of data are available to any CMOs pursuing the goal of a single customer view, but actually gaining insights from what's collected remains a sticking point for many. Adapting measurement strategies for modern marketing is key to understanding the full context of the user journey, and on hand to explain a bit more about how that can be done is Stephanie Jarzemsky, Sales Lead for Google Analytics 360. Join Stephanie as she goes into tips on organising data, the challenges for those with too much of it, and - for the benefit of PMI's biddable media experts - ways of using this information to better inform allocation of marketing spend. Also under the spotlight will be the online-to-offline gap, where pointers will be offered on overcoming this divide.

1. Using Data to Power
Buying
Stephanie Jarzemsky
Google Analytics 360 Suite
1

2. Mars | Google
It’s all
about
Data

3. Mars | Google
Data explosion
What happens in an internet minute ?
142,361,111
Emails sent
and received
2,083,333
Minutes used
on Skype calls
50,200
Mobile apps
downloaded
347,222
Tweets
120
LinkedIn
accounts created
2,4 Million
Google
searches
216,000
Photos posted
to Instagram
$203,579
In Amazon sales
1,389
Uber rides
400
Hours of video
uploaded on
YouTube
Source: www.arbornetworks.com, VidCon 2015

4. How do I find
more customers?
How do I stand out in a
cluttered marketplace?
How do I measure results
and grow my business?

5. © Google Inc. 2016. All rights reserved.
Four strategies to seize the opportunity
Understand the
customer journey
Share insights
with everyone
Get insights,
not data
Deliver engaging
experiences
© Google Inc. 2016. All rights reserved.

6. Believe there are silos in the
organisation that prevent access
to insights
57
%
think
marketing measurement
tools are difficult to use
60
%
believe
their data sources are
not well integrated.
84
%
compete mostly
on the basis of customer
experience in 2016.
89
%
Forrester
Current environment is challenging

7. © Google Inc. 2016. All rights reserved.
Technology should do the hard work

8. The Google Analytics 360 Suite
Tag Manager 360 - Data collection
Data Studio 360 - Data Analysis and Visualization
Analytics 360
Digital Analytics
Attribution 360
Marketing Analytics
Optimize 360
Testing and
Personalization
Audience
Center 360
Audience Analytics
Third-Party Platforms

9. © Google Inc. 2016. All rights reserved.
Identify high-value customer segments for targeting
Identify your target audience
Expand your audience across all
the web
Execute your integrated digital
campaign
Test and optimise Measure performance
across channels
Share results across the
organisation
© Google Inc. 2016. All rights reserved.
Analytics 360
Customer Insights

10. © Google Inc. 2016. All rights reserved.
Expand the reach of your audience
Identify your target audience
Expand your audience across all
the web
Execute your integrated digital
campaign
Share results across the
organisation
Test and optimise Share results across the
organisation
Measure performance
across channels
© Google Inc. 2016. All rights reserved.
Audience Center
360
Audience Data Management

11. © Google Inc. 2016. All rights reserved.
Plan and traffic an integrated campaign
Identify your target audience
Expand your audience across all
the web
Execute your integrated digital
campaign
Share results across the
organisation
Test and optimise Measure performance
across channels
© Google Inc. 2016. All rights reserved.

12. © Google Inc. 2016. All rights reserved.
Personalize and optimize the experience
Identify your target audience
Expand your audience across all
the web
Execute your integrated digital
campaign
Share results across the
organisation
Test and optimise Measure performance
across channels
© Google Inc. 2016. All rights reserved.
Optimize 360
Website
Personalization

13. © Google Inc. 2016. All rights reserved.
Measure cross-channel performance
Identify your target audience
Expand your audience across all
the web
Execute your integrated digital
campaign
Share results across the
organisation
Test and optimise Measure performance
across channels
© Google Inc. 2016. All rights reserved.
Attribution 360
Performance
Measurement

14. © Google Inc. 2016. All rights reserved.
Share results and collaborate in real-time
Identify your target audience
Expand your audience across all
the web
Execute your integrated digital
campaign
Share results across the
organisation
Test and optimise Measure performance
across channels
© Google Inc. 2016. All rights reserved.
Data Studio 360
Data Visualisation +
Real Time Collaboration

15. “Companies spend a lot of money on marketing, it’s difficult to understand which
dollars are working and which dollars aren’t. The Google Analytics 360 Suite allows
you to actually understand what is working.”
-Harry Tannenbaum, Head of Business Analytics, Nest
“Google Analytics 360 Suite has a seamless integration with Doubleclick —
that’s a game-changer. Now I can personalize media based on user behaviors, such
as what they purchase.“
-Khoi Truong, Director of Analytics and Media at L'Oréal Canada
“Google Analytics 360 Suite gives us the really big ah-ha moment. When we
launched our mobile app it was actually quote only. But we saw from the data,
people were attempting to buy, and so we should put buy-related software up
there. Google gave us that insight.”
-Pawan Divakarla, Analytics Leader,
Progressive
GA360 customers gain insight & actionability

16. “...businesses that integrate multiple
sources of customer and marketing
data significantly outperform other
companies in terms of sales, profits,
and margin. They also had dramatically
higher total shareholder returns.
—From a study by Harvard Business Review, 2016
”
© Google Inc. 2016. All rights reserved.

17. © Google Inc. 2016. All rights reserved.
Advertiser Publisher
Organize
all your data
Execute
campaigns across
formats, channels,
screens
Measure & Optimize
Full-funnel unified reporting, Site analytics, Attribution
Target audiences
across formats,
channels screens
Unified technology is the foundation
Google Confidential & Proprietary

18. Google Confidential and Proprietary
Proven impact of integrating multiple tools
219%
better
conversion
rate
45%
Increase in ad
revenue per
1k sessions

19. © Google Inc. 2016. All rights reserved.
Activating audience data for relevant ad messaging creates
incremental sales and revenue gains
219% increase in conversion
rate & 63% CTR uplift
50% of Talk Talk’s customer
base reached with tailored
messaging on YouTube
TrueView delivered 76% CPA
reduction compared to standard
retargeting
Audience Segments used
1) What package(s) did the customer
already have?
1) Hot vs. Warm vs. Cold leads based on
site engagement

20. Proprietary + Confidential
AccuWeather delivers
enhanced value to advertisers
Approach:
● Linked DoubleClick for Publishers and Google Analytics
360 for deeper, integrated reporting.
● Created new highly tailored advertising packages with
high-value unique audience segments for its direct sales
teams and programmatic marketplaces.
● Collaborated with an advertiser to uncover the value of
ad campaigns on its website.
Proprietary + Confidential
45%
increase in average revenue
when two new companies
began advertising
Goal:
To provide additional value to advertisers and boost ad revenue
on the AccuWeather website.
6.5x
more likely than the typical user
to buy advertiser’s product
within the next 30 days

21. © Google Inc. 2016. All rights reserved.
Understand the
customer journey
Get insights,
not data
Share insights
with everyone
Deliver engaging
experiences
© Google Inc. 2016. All rights reserved.
Creating a virtuous cycle

22. Google Confidential & Proprietary 22
● Embrace data and bring it together
● Socialize insights to create a common language
● Leverage technology to activate your data
Key Takeaways

23. Thank you
© Google Inc. 2016. All rights reserved.