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CLICKTOCONTINUE
GOOGLE
MARKETING
PLATFORM
SYDNEY
@ GOOGLE AUSTRALIA
MARCH 2019
1
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
Thank you for joining us today.
● Paul Hewett
● GMP Sydney organiser
● + speake...
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
INSERT SLIDE
TITLE
3
THANKS TO GOOGLE
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
OUR
MEETUP
OBJECTIVES
Share Google product exper...
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
COMING
SOON...
5
BRETT LEVY
MD, BEYOND INTENT
MOBILE MARKETING
SEB HEBERT
HEAD ...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 6
THE LATEST
GMP NEWS
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 7
Dynamic audiences in Google
Analytics for Firebase
New Google Analytics Cours...
CLICKTOCONTINUE
DRIVING
GROWTH WITH
PERSONALISATION
+ OPTIMISATION
8
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
PAUL
● Digital Marketer
● 15 years marketing experience
○ 10+ years as company ...
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
TALK
OBJECTIVE
10
How to increase your
digital m...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 11
HOW TO DRIVE GROWTH WITH
PERSONALISATION + OPTIMISATION
UNDERSTAND
OPTIMISAT...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 12
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
TESTING +
OPTIMISATION
REVOLUTION
13
Objective was to reach
100% response rate....
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 14
OPTIMISATION
FOUNDATIONS
CULTIVATING SUCCESS
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 15
OPTIMISATION
CULTURE
●
○
○
○
○
○
●
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 16
SETTING
EXPECTATIONS
7 out of 10 of
all A/B tests
fail
1 out of 8 of
A/B tes...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 17
GET MORE WINNING TESTS
FOUR SIMPLE RULES
DISCIPLINED
TEST
PROGRAM
UNDERSTAND...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 18
OPTIMISATION
MATURITY
CRAWL
<3 MONTHS
WALK
3 - 9 MONTHS
RUN
>9 MONTHS
●
●
●
...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 19
OPTIMIZATION FRAMEWORKS
WHICH IS RIGHT FOR YOU?
MECLABS RELISH LIFT
C=
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 20
MECLabs
C = 4m + 3v + 2(i-f)-2a
● C
● m
● v
● i
● f
● a
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 21
RELISH
● Relatedness
● Expression
● Leading the Pack
● Interpersonal Connect...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 22
LIFT
● Value Proposition (increase)
● Relevance (increase)
● Clarity (increa...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 23
GOOGLE
OPTIMIZE
BUILT FOR BUSINESS GROWTH
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
IT’S NOT AN
A/B TESTING
TOOL
It’s a tool to grow...
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
MARKET
POSITION
●
●
● Declining
SOURCE: Built With Feb-2019
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
MARKET
POSITION
●
●
● Growing
●
SOURCE: Built With Feb-2019
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
NATIVE
INTEGRATION
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
INTEGRATED FOR BUSINESS GROWTH
Find the right target
audience.
Bring the right ...
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
INSIGHTS
Get deep insights into the
customer journey.
ACTION
Turn insights into...
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
EXPERIMENTS
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
34%
increase
3.9%
boost
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
PERSONALISATION
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
PERSONALISATION
(BETA)
●
●
●
●
●
●
●
●
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
28%
increase
32%
increase
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
ADS +
OPTIMIZE
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
1P Data:
3P Data:
DAVE
In market for vacation
Jenny
Monthly business traveller
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
1P Data:
3P Data:
DAVE
In market for vacation
Jenny
Monthly business traveller
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
Google Analytics Insight
Strategy
●
●
24%
increase
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 39
SMART
REPORTING
GETTING RESULTS FASTER
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 40
POWERFUL ANALYSIS
IN GOOGLE OPTIMIZE
FAST
DECISIONS
LOW
SAMPLE SIZE
ACTIONAB...
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
All statistical
solutions are
not equal
What is ...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 42
BAYESIAN STATISTICS
POPULATION
YOUR
SAMPLE
probability
distribution
●
●
●
●
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 43
FREQUENTIST STATISTICS
POPULATION
YOUR
SAMPLE
the single true value
●
●
●
●
●
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 44
FREQUENTIST VS BAYESIAN
FREQUENTIST BAYESIAN
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
OUTPUT IS IMPORTANT
FREQUENTIST
“If P <0.05 or not”
BAYESIAN
“How probable as a...
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
LET’S TAKE AN EXAMPLE
ORIGINAL
BUY BUY
TEST
21
DAY
TEST
3 BUSINESS CYCLES
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
THE TEST - CYCLE 1
CONTROL
BUY BUY
TEST
DAY
7
ENTERPRISE DIGITAL MARKETING & ANALYTICS |
THE TEST - CYCLE 3
CONTROL
BUY BUY
TEST
DAY
21
DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
ACTIONABLE
REPORTING Both methods provide a simi...
ENTERPRISE DIGITAL MARKETING & ANALYTICS | 50
HOW TO DRIVE GROWTH WITH
PERSONALISATION + OPTIMISATION
UNDERSTAND
OPTIMISAT...
THANKS...
QUESTIONS?
51
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Google Marketing Platform - Sydney

358 Aufrufe

Veröffentlicht am

Paul Hewett, a digital marketer with 15 years of marketing experience and 10 years as a company director. He will talk about the Google Marketing Platform Sydney.

Our Objectives:
-Share Google product expertise
-Share digital marketing expertise
-Increase the adoption of best practices
-Build a community of Google marketers

Veröffentlicht in: Bildung
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Google Marketing Platform - Sydney

  1. 1. CLICKTOCONTINUE GOOGLE MARKETING PLATFORM SYDNEY @ GOOGLE AUSTRALIA MARCH 2019 1
  2. 2. ENTERPRISE DIGITAL MARKETING & ANALYTICS | Thank you for joining us today. ● Paul Hewett ● GMP Sydney organiser ● + speaker today CLICKTOCONTINUE 2 PAUL
  3. 3. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INSERT SLIDE TITLE 3 THANKS TO GOOGLE
  4. 4. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | OUR MEETUP OBJECTIVES Share Google product expertise Share digital marketing expertise Increase the adoption of best practices Build a community of Google marketers
  5. 5. ENTERPRISE DIGITAL MARKETING & ANALYTICS | COMING SOON... 5 BRETT LEVY MD, BEYOND INTENT MOBILE MARKETING SEB HEBERT HEAD OF DIGITAL, CEO MAG ORGANIC SEARCH YOU? YOUR ROLE YOUR TOPIC
  6. 6. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 6 THE LATEST GMP NEWS
  7. 7. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 7 Dynamic audiences in Google Analytics for Firebase New Google Analytics Course: Analytics for Power Users Personalisation is now available in Optimize
  8. 8. CLICKTOCONTINUE DRIVING GROWTH WITH PERSONALISATION + OPTIMISATION 8
  9. 9. ENTERPRISE DIGITAL MARKETING & ANALYTICS | PAUL ● Digital Marketer ● 15 years marketing experience ○ 10+ years as company director ● Marketing passions are: ○ Data ○ Consumer Behaviour ● Worked for leading global brands CLICKTOCONTINUE 9
  10. 10. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | TALK OBJECTIVE 10 How to increase your digital marketing performance in just a few hours using Google Optimize.
  11. 11. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 11 HOW TO DRIVE GROWTH WITH PERSONALISATION + OPTIMISATION UNDERSTAND OPTIMISATION FOUNDATIONS UNDERSTAND GOOGLE OPTIMIZE UNDERSTAND SMART REPORTING
  12. 12. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 12
  13. 13. ENTERPRISE DIGITAL MARKETING & ANALYTICS | TESTING + OPTIMISATION REVOLUTION 13 Objective was to reach 100% response rate. ● 2009 ● TV, Press, Outdoor, DM ● +50 People ● +3 months
  14. 14. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 14 OPTIMISATION FOUNDATIONS CULTIVATING SUCCESS
  15. 15. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 15 OPTIMISATION CULTURE ● ○ ○ ○ ○ ○ ●
  16. 16. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 16 SETTING EXPECTATIONS 7 out of 10 of all A/B tests fail 1 out of 8 of A/B tests is statistically significant 50% to 80% of tests are inconclusive “ “ “
  17. 17. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 17 GET MORE WINNING TESTS FOUR SIMPLE RULES DISCIPLINED TEST PROGRAM UNDERSTAND CAUSAL FACTORS MAKE BIG CHANGES MAKE MORE VARIATIONS 1 2 3 4
  18. 18. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 18 OPTIMISATION MATURITY CRAWL <3 MONTHS WALK 3 - 9 MONTHS RUN >9 MONTHS ● ● ● ● ● ● ● ● ● ● ● ●
  19. 19. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 19 OPTIMIZATION FRAMEWORKS WHICH IS RIGHT FOR YOU? MECLABS RELISH LIFT C=
  20. 20. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 20 MECLabs C = 4m + 3v + 2(i-f)-2a ● C ● m ● v ● i ● f ● a
  21. 21. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 21 RELISH ● Relatedness ● Expression ● Leading the Pack ● Interpersonal Connection ● Seeing the Facts ● Hopefulness
  22. 22. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 22 LIFT ● Value Proposition (increase) ● Relevance (increase) ● Clarity (increase) ● Urgency (increase) ● Anxiety (reduce) ● Distraction (reduce)
  23. 23. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 23 GOOGLE OPTIMIZE BUILT FOR BUSINESS GROWTH
  24. 24. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | IT’S NOT AN A/B TESTING TOOL It’s a tool to grow your business using your data & insights: 1. 2.
  25. 25. ENTERPRISE DIGITAL MARKETING & ANALYTICS | MARKET POSITION ● ● ● Declining SOURCE: Built With Feb-2019
  26. 26. ENTERPRISE DIGITAL MARKETING & ANALYTICS | MARKET POSITION ● ● ● Growing ● SOURCE: Built With Feb-2019
  27. 27. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | NATIVE INTEGRATION
  28. 28. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INTEGRATED FOR BUSINESS GROWTH Find the right target audience. Bring the right audience to your website. Drive conversions with personalised experiences.
  29. 29. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INSIGHTS Get deep insights into the customer journey. ACTION Turn insights into actions which drive growth. +
  30. 30. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | EXPERIMENTS
  31. 31. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 34% increase 3.9% boost
  32. 32. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | PERSONALISATION
  33. 33. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | PERSONALISATION (BETA) ● ● ● ● ● ● ● ●
  34. 34. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 28% increase 32% increase
  35. 35. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | ADS + OPTIMIZE
  36. 36. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 1P Data: 3P Data: DAVE In market for vacation Jenny Monthly business traveller
  37. 37. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 1P Data: 3P Data: DAVE In market for vacation Jenny Monthly business traveller
  38. 38. ENTERPRISE DIGITAL MARKETING & ANALYTICS | Google Analytics Insight Strategy ● ● 24% increase
  39. 39. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 39 SMART REPORTING GETTING RESULTS FASTER
  40. 40. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 40 POWERFUL ANALYSIS IN GOOGLE OPTIMIZE FAST DECISIONS LOW SAMPLE SIZE ACTIONABLE RESULTS
  41. 41. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | All statistical solutions are not equal What is important to you? ● ● VS FREQUENTISTBAYESIAN
  42. 42. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 42 BAYESIAN STATISTICS POPULATION YOUR SAMPLE probability distribution ● ● ● ●
  43. 43. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 43 FREQUENTIST STATISTICS POPULATION YOUR SAMPLE the single true value ● ● ● ● ●
  44. 44. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 44 FREQUENTIST VS BAYESIAN FREQUENTIST BAYESIAN
  45. 45. ENTERPRISE DIGITAL MARKETING & ANALYTICS | OUTPUT IS IMPORTANT FREQUENTIST “If P <0.05 or not” BAYESIAN “How probable as a %”
  46. 46. ENTERPRISE DIGITAL MARKETING & ANALYTICS | LET’S TAKE AN EXAMPLE ORIGINAL BUY BUY TEST 21 DAY TEST 3 BUSINESS CYCLES
  47. 47. ENTERPRISE DIGITAL MARKETING & ANALYTICS | THE TEST - CYCLE 1 CONTROL BUY BUY TEST DAY 7
  48. 48. ENTERPRISE DIGITAL MARKETING & ANALYTICS | THE TEST - CYCLE 3 CONTROL BUY BUY TEST DAY 21
  49. 49. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | ACTIONABLE REPORTING Both methods provide a similar result, but one is more actionable. Frequentist ● ● ● Bayesian ● ● ●
  50. 50. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 50 HOW TO DRIVE GROWTH WITH PERSONALISATION + OPTIMISATION UNDERSTAND OPTIMISATION FOUNDATIONS UNDERSTAND GOOGLE OPTIMIZE UNDERSTAND SMART REPORTING
  51. 51. THANKS... QUESTIONS? 51

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