1. PERFORMANCE MARKETING IN A
CONSTANTLY CONNECTED WORLD
Tamar van de Paal, Country Marketing Manager Benelux, Google
17 September, 2013

2. Performance marketing
REACH ENGAGE IMPROVE

4. Consumers behaviour is changing
X-channel sales
Complex journeysConstantly connected
New shopping hours

5. We live in a multi-screen world
1.2 BN
Global smartphone
penetration
3.1
Connected devices per
person in NL
27
Times per hour we move
between devices and
platforms
Sources: Gartner 2013 projection, Google device
usage study, 2013, Time Inc Study, 2012

6. Consumers expect answers, when they need them,
regardless of device

7. 7.9
Zetabytles of data by
2015, vs 1.8 in 2011
27
Times to the moon
90%
Of the world’s data
created in the last 2 years
Sources: IDC, 2011, IBM, 2012

8. Millions of people. Billions of moments that matter

9. Moments to move prospects down the funnel
Moment
Driving
Awareness Moment
Driving
Preference
Moment
Driving
Conversion
9:30am
Breathing Techniques
4:40pm
New Homes
5:00pm
Hospital Directions

10. Each moment can be part of a bigger journey
9:30am
Breathing
Techniques
Dreaming
Discovering
Learning
5:00pm
Hospital
Directions
Finding
Acting
4:40pm
New
Homes
Comparing
Researching
Socialising

11. Digital advertising technology makes each moment an opportunity
9:30am
Breathing
Techniques
Awareness
5:00pm
Hospital
Directions
Conversion
4:40pm
New
Homes
Preference

12. Pace of change accelerating
iPhone Growth Tablet Growth Android Growth
3x
4xFaster

13. Business which master digital profit more
Businesses leading
in Digital and
Transformational
intensity are
26% more profitable
than their peers
Fashionistas Digirati
Beginners Conservatives
+26%-11%
+9%-24%
TRANSFORMATION MANAGEMENT INTENSITY
DIGITALINTENSITY

14. 3 ways to future-proof your performance
All screens Always open Audience
engaged

15. All
Screens
Audience
Engaged
Always
Open
Attribute & Measure

16. 1. Reach your customer across all screens
All
Screens

17. 43%
Top 100 brands without
mobile sites
45%
Research on phones
when shopping
20%
Change their mind
in store

18. 2. Reach customers at all times by being always open
Always
Open

19. Customers shop at all hours
Businesses lose out
on 10% of sales by
being turned closed.
Total search query
volumes by hour
Tablet
Mobile
Desktop
Midnight 3am 6am 9am Noon 3pm 6pm 9pm

20. 3. Use signals to engage audiences
Audience
Engaged

21. Sources: Google Internal, Axiom, 2013, Google Internal
55%
Of internet shoppers
purchase after their first
site visit
5X
Uplift for Kellogg’s from
using multiple audience
signals
5-10%
Increase in response rate
by incorporating audience
signals

23. Driving maximum returnEfficiency
Sales volume
Collect and
segment existing
customer data
Target existing
visitors
Enrich datasets
through
3rd party data
Leverage
partnerships
Leverage
Google data
Use contextual
signals to drive
acquisition
Expand to
potential visitors
Extend to use
demographic
/ behavioural
signals

24. Attribute & measure
Attribute & Measure

25. Unified view of your customers

26. Purchase journeys take multiple sessions
Attribute & Measure
Online buyers vs. time
Less than 24 hours 10 - 14 Days 25 - 29 Days 50 - 59 Days 80 - 89 Days
100%
75%
50%
25%
0%
23%
48%
71%
purchase
within 24 hrs
purchase
within 19 days
purchase
within 39 days

27. Driving maximum return
Attribute & Measure
Efficiency
Sales volume
Measure
x-channel
effects of online
Accurate
tracking
Combine
modeling
and tracking
techniques
Real-time
optimisation
Build models
including on-
and offline sales
/ media data
Attribution
modeling
Use Attribution
modeling
to test
hypotheses

28. All
Screens
Audience
Engaged
Always
Open
Attribute & Measure

29. THANK YOU