The Power of Data
From Rick Jones, Head of Client Development at Google's DoubleClick
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The Big Picture is a bi-annual must attend event for senior B2B marketers and corporate communication professionals to gain insight, understanding and strategic advice from leading industry practitioners.
The May event focussed on making the most of the digital conversation, and involved speakers from Google DoubleClick, LinkedIn, Oracle Eloqua, Sysomos, Purestone and LEWIS.
For more information visit the event page: thebigpicture2015.purestone.co.uk
5. Confidential and Proprietary
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 to
turn that learning into action
faster than the competition.”
Jack Welch
Former CEO of GE
6. Google confidential
Why wouldn’t I buy media in a way that I can get
data back and use it to make smart decisions?
It’s a Data Arms race….
Bonin Bough, VP of Global Media
Mondelez
“
10. Generating awareness & familiarity
through Real Time Bidding
Awareness raising &
drive engagement
across key target
audiences.
Also, audience quality,
brand safety,
contextual relevance &
media performance
were important
Leveraging run of
exchange targeting,
and Private
Marketplace inventory.
Keyword contextual
targeting around brand,
audiences and
products, followed by
Retargeting
Overall Real Time Bidding
tactics drove 60% of total
campaign impressions and
40% of total clicks for the
entire campaign.
Retargeting drove
consistent engagement with
a CTR 13% above target.
RTB achieved a lower Cost
Per Mille than any direct
booking rate.
11. Single point of access
increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency
and better performance
32%
average reduction
in CPA
DoubleClick
Value of
19. Google Confidential
We use our unique technology, relationships,
and data to scale ad quality & trust between
publishers and marketers. This leads to true,
dynamic & personalized 1-to-1 marketing.
Google’s innovation and leadership can help transform Sky’s business in the Programmatic Age
20. Google’s Ad technology platform - improved insights
and performance through integration
De-duped conversion
data & audience lists
Audience lists
Campaign data
Attributed
performance
Dynamic
creative
21. What to do with all of that time?
Reallocate time
savings to high
value activities:
• Strategy
• Analysis
• Creativity
24. Google Confidential and Proprietary
Website Personalization
Customize your web content based on Google Analytics
* powered by Google Analytics
Google Analytics will soon offer tools to
customize and test different versions of
your site based on different user
segments
25. Google Confidential and Proprietary
Demographic For Search Ads
Customize your search ad based on gender & age