SlideShare a Scribd company logo
Relevans i reklame og kommunikasjon
Oddgeir Garnes
Industry Leader, Google Norge
Proprietary + Confidential
“Organize the world’s information and make it universally accessible
and useful ”
Larry Page &
Sergey Brin
z
Confidential + Proprietary
Google i 1998
Proprietary + Confidential
Did you mean? AutocompleteSynonyms Universal Search Google Instant Knowledge Graph
Intelligence
FeaturesVoice
Search on
Desktop
Google
Now
Google
Now
Voice
Search
Voice
Search
Evolusjon søk
14
16
z
?
Universelt søk
Proprietary + Confidential
Did you mean? AutocompleteSynonyms Universal Search Google Instant Knowledge Graph
Intelligence
FeaturesVoice
Search on
Desktop
Google
Now
Google
Now
Voice
Search
Voice
Search
Evolusjon søk
14
16
z
?
Proprietary + Confidential
Kunnskapsgraf (2012)
Proprietary + Confidential
“The perfect search engine should understand exactly what you
mean and give you back exactly what you need.”
Larry Page
z
Confidential + Proprietary
Google i dag..
10
1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
INNOVATION AT GOOGLE
Confidential & Proprietary
Vinn
Øyeblikkene
Som teller
Jeg-vil-vite
Jeg-vil-finne
Jeg-vil-kjøpe
Jeg-vil-se
Kundeøyeblikk som gir
relevante signaler
8:00am
Jeg -vil-vite
Finner bedre svar
en billion ganger i året
12:00pm
Jeg-vil-finne
8:00pm
Jeg-vil-se
5:00pm
Jeg-vil-kjøpe
Finner bedre svar
Til deres markeds-utfordringer
Signaler gjør gårsdagens ønskeliste til
dagens realitet
Jeg vil snakke med mennesker som kan bli mine kunder...
Hvem er
I markedet for
mine produkt
eller tjenester?
Hvem har
Valgt å
interagere med
merkevaren min?
Hvem ligner
mine
eksisterende
kunder?
Query Location Time Site activity Audience
Intensjon Sterke kontekstuelle signaler
Ditt riktige
publikum.
“Renault Clio
for Sale”
Rue Ledion
Paris 14
10:30am
Android
phone
Visited my “closest
dealer” page
Researched safest
cars
Device & OS
Vinn øyeblikkene som teller:
Fra massekommunikasjon til masse-segmentering
Confidential & Proprietary
Eksempler på relevante
kundeopplevelser
Proprietary + Confidential
Confidential + Proprietary
Forstå kunden sine behov
Anticipating
Needs
App already
knows you are
not in a crowd .
Services
Choose your
essentials for the
best experience
Price
Choose what best fits
your pocket
App
Preferences
Once defined your
preferences and
payment, you never
have to fill this in
again, and the app
learns with your
behavior
UX
used Tinder and
Uber as
references to
create the best
experience to
their user.
Urgency
Already knows you are
looking for what is
close. Smart
suggestions.
Swipe Thru
Only shows one hotel
at a time, imitating
other apps and their
own consumer
behavior.
Heat Map
Ready to Book button is
in every screen and in
the best place to get
more clicks.
Amazon-like
uses the same service
as Amazon to
recommend other
hotels.
RESULTS
2011 2012
Dollars in
booking
via mobile
bi 3bi 8bi
2013
15bi
2014
1
Source: Digital Trends 2015
Dollars in
booking
via mobile
Dollars in
booking
via mobile
Dollars in
booking
via mobile
Proprietary + Confidential
Consumer clicks on an ad
Signed-in and Opted-in
to location history
Then, visits your store
Within a defined
period of time
Store visit reported
Aggregated &
anonymized data
Store
Visits
Google store visits - Test i Norge nå.
BRUK DATA
til å forstå dine forbrukere bedre enn de gjør selv
35% av kjøpene på
Amazon er basert på
anbefalinger fra Amazon
AMAZON: kjenner deg bedre enn deg selv...
Source: IMRG-CapGemini eRetail Sales Index, 2014 BRC-KPMG Online Retail Sales Monitor, 2014
Hvem vet mest om kunden?
Confidential & Proprietary
Takk for meg!
oddgeir@google.com

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