ProgrammatiCon 2017 - Driving Growth through Measurement - Emanuele Inforzato, Google

Driving Growth through MeasurementEmanuele Inforzato, Analytical Lead EMEA

© Google Inc. 2016. All rights reserved.

Half a trillion digital moments across devices processed by Google Analytics each day

Source: Google Analytics data, Global, Oct.-Dec. 2015. Google Confidential & Proprietary

https://docs.google.com/presentation/d/17kSnVJ3ZvFOJbt7DZ7ncL8PvzY78-miBi-HMxfqxQHk/edit?ts=58176a20#slide=id.g13909630e7_0_311


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 WelchFormer CEO of GE

Silos in the organisation

57%

Difficult to Use

60%

Data Sources Fragmentation

84%

Importance of Customer experience

89%

Forrester

Current environment is challenging

Proprietary + Confidential

How can we expect to grow our businesses when each team or partner has a different measure of success?

data tech people

Next Generation Marketing requires three things:

People and partners

Data

Google Confidential & ProprietaryGoogle Confidential & Proprietary

Technology

Using data and technology to automatically buy and run a campaign in real time -- reach the right user, with the right message, at the right time.

[proh-gruh-mat-ik]

data-driven digital marketing

OF THE UK & USAMARKETS TO BE TRADED PROGRAMMATICALLY

BY 201880%Google Confidential & Proprietary

People

By 2017, the CMO will spend more on technology than the

CIO.

“

Data Analyst

Data Architect

Data Strategy

Data Science

Clean interstitial slide for section titles Guidelines


More than halfof all web trafficis now coming from smartphonesand tablets1

1Google analytics data, US, Q1 2016.

Proprietary + ConfidentialProprietary + Confidential

Users can search online anytime, from anywhere, resulting in increasingly complex consumer paths


75%of online adults start an activity on one device, but continue or finish it on another1


1Google/IPSOS Connect, March 2016, Digital Devices Bridge the Physical World, n=2013 US online respondents 18+


As user behavior evolves, advertisers must adapt their approach to measuring and analyzing it


Many advertisers are only analyzing one small part of the consumer path, their final touchpoint


Invaluable insights emerge when you use attribution to look beyond the final touchpoint, at the entire user journey


Measure Attribute Act

Correctly track all conversions

that matter

Shift to multi-touch attribution

Use data to drive bidding, budget and targeting

decisions



Measure


Businesses that correctly track key metrics grow at a faster pace


With online advertising, you don’t have to guess how you’re performing


Simply tracking sales isn’t enough.Measure every moment that matters to your business


Measuring conversions accurately is imperative


Attribute


An attribution model is the rule, or set of rules, that determines how credit is assigned to touchpoints along the conversion path


Understanding whether your goal is completed is expected.

Gaining insight into the actions taken before your goal was completed is invaluable.


Have you ever booked a vacation in one sitting, on one device?


Understanding users’ fragmented journeys can be challenging

“bed and breakfast Puerto Rico”

“Little Palm Tree B&B reservation

10/1-10/10”

“best tropical vacations”


Sunday AM

Tuesday AM

Wednesday PM

“Little Palm Tree B&B”


10/1-10/10”

Friday AM

booked reservation!

Friday AM


Attribution helps you connect those dots

“best tropical vacations”


Sunday AM

Tuesday AM

Wednesday PM

“Little Palm Tree B&B”


10/1-10/10”

Friday AM

booked reservation!

Friday AM


to measure up to 16% more conversions.

Cross-device


When you know what works, you can invest more in those interactions


Attributing value across your users’

paths fuels growth for your business


The vast majority of marketers are still using outdated last-click models

Why?Many assume that selecting and implementing a model is confusing, arduous and costly


Act

the practice advertisers use to give appropriate credit to every interaction that

has helped to drive a conversion

[a-truh-byoo-shuh n]

+ offline value of a

conversion +predictive modeling

+ cross-device tracking

+ fresh data

+ distinction New vs Loyal cust.

+ impact o

f offlin

e marketin

g

efforts

+actionability


Your new attribution data is only powerful when you act on it.

Leaders make experimentation a priority, and they invest in a culture that supports it


Measure Attribute Act

Correctly track all conversions

that matter

Shift to multi-touch attribution

Use your new data to drive bidding, budget

and targeting decisions


Thank youThank you

ProgrammatiCon 2017 - Driving Growth through Measurement - Emanuele Inforzato, Google

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