The workshop provided an overview of Google's tools for understanding consumer trends and insights. Attendees learned how to use Google Trends, Public Data Explorer, and Consumer Barometer to analyze search patterns, demographic data, and consumer attitudes. The tools can help identify seasonal trends, compare interest across regions and categories, and understand the consumer journey. Mastering these tools was said to help attendees better form ideas, justify concepts with data, and create effective solutions through the creative process with client work.

1. WORKSHOP:
GETTING TO GRIPS WITH CONSUMER TRENDS
INSIGHT TOOLS FOR STRATEGISTS & PLANNERS
Tommi Pelkonen, twitter: @tommip
Creative agency lead, Google Finland
Mia Lange
Agency Manager, Google Sweden

2. OBJECTIVES
! Learn how to use Google solutions
in creative planning and client work
! Get a hands-on experience with the
tools

3. HOUSE RULES
! Follow up materials will be provided
! Our core tools are accessible via
www.thinkwithgoogle.com
! During the workshop feel free to try out the
tools on your devices
! Please bookmark them and think of how you
can use them in the planning process

4. Google Confidential and Proprietary
GOOGLE SEARCH IS A 365/24/7 ONLINE PANEL OF CONSUMER BEHAVIOUR
ORGANIZE THE WORLD’S INFORMATION AND
MAKE IT UNIVERSALLY
ACCESSIBLE AND USEFUL

7. CORE QUESTIONS TO YOU:
• How do you form your ideas and justify them with consumer
insights?
• How do you take into use of the Google’s massive data
insights and make them to work to support your business?
• How can we work better together and use all the possible
insights to create better solutions for our common core
clients?
Source: Google Trends/
Source: Google Trends/
WE WANT YOU TAKE BETTER USAGE OF OUR DATA IN YOUR CREATIVE WORK!

8. PITCH STRATEGY
IDEA &
CONCEPT
CREATION
PRODUCTION
& EXECUTION
PUBLIC DATA EXPLORER
GOOGLE TRENDS
YOUTUBE SEARCH
CREATIVE
SANDBOX
ART-COPY-CODE
MOBILE
GUIDEBOOKS
YOUTUBE
GUIDEBOOKS
KEYWORD PLANNER
CONSUMER BAROMETER
TOOLS FOR VARIOUS CREATIVE PROCESS PHASES

9. Google Confidential and Proprietary
Photo F lickr user: Loren Kerns
EVERYBODY IS ONLINE

10. Google Confidential and Proprietary
ANY CONTENT
ANYWHERE
LIMITLESS SELECTION
ANY SCREEN
ALWAYS-ON
PERSONALISED

11. BEFORE A PURCHASE…
…83%
of the world’s
consumers research
online…
…81%
performs online search
to support purchases
Source: Weber Shandwick PR, worldwide study, Factors that Influence Perceptions
About Companies According to Consumers Worldwide, November 2011

12. IT’S A COMPLEX PURCHASE JOURNEY
300 x
250
New
s
SEARCH
SOCIAL
REVIEWS
MOBILE
TV
PRINT
ONLINE ADVERTISING
MAPS
PURCHASE
ONLINE
VIDEO

13. AWARENESS
NEED
INTEREST
CONSIDERATION
SELECTION
PURCHASE
USAGE
REPURCHASE
RECOMMENDATION
RELATIONSHIP MARKETING
PERFORMANCE MARKETING
IT IS A COMPLEX MEDIA MIX, TOO
TRADITIONAL
TV, RADIO
OUTDOOR
PRINT
PR
POINT OF SALES MATERIALS
BROCHURES & CATALOGUES
TELESALES
LOYALTY PROGRAMS
LOYALTY MAGAZINES
DIRECT MAILS
CUSTOMER PROGRAMS
DIRECT MARKETING
BRAND MARKETING
BANNER ADS
DIGITAL
ONLINE VIDEO
RICH MEDIA / VIDEO
BANNERS
SOCIAL MEDIA
TACTICAL SEARCH
VIDEO CONTENT
ONLINE SITES
REMARKETING
NEWSLETTERS
VIDEO CONTENT
SOCIAL MEDIA
BRANDED SEARCH

14. RELIABLE
SIMPLE
ACTIONNABLE
RELEVANT
UNDERSTANABLE
APPEALING
TRUSTWORTHY
A GREAT INSIGHT?

15. DATA
ACTIONS
WHAT IS THE PROBLEM/CHALLENGE?
HOW TO GET INSIGHTS ON IT?
WHAT DO I EXPECT TO FIND?
1) DEFINE THE PROBLEM &
ITS CHARACTERISTICS
WHAT DOES THIS MEAN?
WHAT SHOULD WE DO WITH THIS?
4) CONCLUDE, PLAN & EXECUTE
HOW TO DIVE INTO DATA?
2) COLLECT DATA FROM
ALL RELEVANT SOURCES
INFORMATION
IS THIS RELEVANT
& RELIABLE?
GRAB &
COLLECT ORGANISED
INFORMATION
3) ORGANISE INFORMATION
INTO RELEVANT CATEGORIES
AND INSIGHT DRAFTS
ADDING
MEANING
CHALLENGE KNOWLEDGE

16. Introduction:
Understanding the Online Consumer (10 min)
1
2 Google’s Tools for planning (45 min)
● Macrotrends: Public Data Explorer
● Consumer Trends: Consumer Barometer
● Search Trends: Google Trends
● Other Google sources and solutions
3 Discussion & Summary (5 min)

17. PUBLIC DATA EXPLORER

18. Public Data Explorer
Source: www.google.com/publicdata/

19. Public Data Explorer
What:
● The Google Public Data Explorer makes
large, public-interest datasets easy to
explore, visualize and communicate
● All of the datasets in the Public Data
Explorer are provided by third-party data
providers (international organizations,
national statistical offices etc)
Use cases:
● Country comparisons and historic
development based on third party validated
data
● Finding key insights regarding consumers,
markets and industries
Source: www.google.com/publicdata/
Best Practices:
● Customizing the data
● Exporting the data into csv
● Great Data Sets:
○ World development indicators –
macro economic trends
○ Eurostat - demographic insights
○ Global Competitiveness Index
PDE IS DESIGNED TO GIVE THE ACCESS OF GLOBAL STATS VIA SINGLE INTERFACE

20. Example: Mobile Phone Users in the world
Source: www.google.com/publicdata/
→ → Search for variables of your interests
→ → Choose the best search result

21. Source: www.google.com/publicdata/
→ Customize the data output
→ Save the result in bookmarks or copy
paste the link
Example: Finns as mobile phone users

22. Source: http://tinyurl.com/mobilenordics
Example: Evolution of mobility

23. Source: Google PDE
Example: Marketing usage cross countries

24. Source: See this
Example: High-Tech Exports

25. Source: www.google.com/publicdata/
Example: Global comparison on mobile usage

26. Exercise: Demographic Insights
● When considering the Nordic countries (Finland, Sweden,
Norway and Denmark), in which one of the countries was divorce
rate most frequent in 2012?
● How does Italy compare with the Nordic countries?
Source: www.google.com/publicdata/

28. CONSUMER BAROMETER

29. HTTP://WWW.CONSUMERBAROMETER.COM

30. Consumer Barometer
• Free tool that delivers consumer insights to support planning and decision-
making in a fast changing digital landscape
• The Multi-Screen World aims to quantify and understand Internet
usage and attitudes across various devices. The base of this section is the
entire population, both on and offline.
• The Smart Shopper focuses on the consumer purchase journey and the
role of the Internet in making purchase decisions. To do this, respondents
were asked to discuss a recent purchase in a specific product category.
• The Smart Viewer gives insight into online video behavior - particularly
the context and motivations for watching videos online. Here,
respondents were asked about a recent online video session (within the
past week) on a particular device.
Source: www.consumerbarometer.com

31. 47 countries, TNS Infrafest as the researcher
Methodology, see: https://www.consumerbarometer.com/en/about/
Use cases:
● Country comparisons and
vertical comparisons
● Consumer attitudes
Best Practices:
● Graph → quick way to pull data

32. Source: Consumerbarometer 2014
Example: Shopping consideration in CH

33. Source: Consumerbarometer 2014
Example: Car Insurance sales in CH

34. Source: Consumerbarometer 2014
Example: Video viewing in Estonia

35. Source: Consumerbarometer 2014
Infographics: Ask your local Google contacts!

36. GOOGLE TRENDS

37. Google Trends –
Answers to key questions
• Do consumers find X or Y more interesting?
• When is the seasonal peak for X?
• Is X more popular in UK or in USA?
• Where in (COUNTRY X) is the consumer interest highest for PRODUCT X?
• What are the consumers searching for related for X?
• What is the most popular search term in YouTube last month?
If you know where to look for answers for these questions,
you’ve successfully learned how to use Google Trends

38. Google Trends - dashboard

39. Interpretation: Example
Scale: Search volume relative
to all searches during that
time period and place
Forecast query development
News: Randomly selected headlines
for the search term
Average: The bar height represents
the average of all points on the graph
for that search term
Settings: Download, language
and help settings

40. Regional interest:
Where the relative
consumer interest is the
highest
Country: Worldwide or specific country
Categories: Not available in all countries
Top searches: popular search terms similar to the entered term
Rising searches: searches that have grown significantly in
popularity when compared with the preceding time period
(Breakout: growth >5000%)

41. How to choose the search terms
for Google Trends? (1/4)
Searches which include tennis AND shoes, in whatever order, and possibly with
other search terms
tennis shoes

42. How to choose the search terms
for Google Trends? (2/4)
“tennis shoes”
Searches which include tennis AND shoes, that is, the exact search terms inside of
the quotation marks.

43. tennis + shoes
Google Trends includes tennis OR shoes, in whatever order, and possibly with other
search terms → maximum of 25 search terms in one group
How to choose the search terms
for Google Trends? (3/4)

44. tennis -shoes
Google Trends includes only searches for tennis, not for shoes
How to choose the search terms
for Google Trends? (4/4)

45. → Misspellings, spelling variations, synonyms,
plural or singular versions
→ All of the above should be taken into
consideration when completing analysis with
Google Trends, as they are often reflected in
consumers ‘ searches.
→ Remember to include all relevant search terms
when analyzing search behaviour
Google Trends does not take into account:

46. New feature in Google Trends. Suggestions
Available for some regions:
→ when writing search terms, the tool will suggest possible terms you might be meaning
→ If you find the object you are looking for in the list (e.g. here the region of Hong Kong), you are
able to capture all misspellings and variations of the term, by choosing it from the list
→ makes the analysis faster because you don’t need to write each of them separately (e.g. Hong
Kong + hongkong)

47. Choosing the search terms: example with plural

48. How to make sense of the historic development

49. Comparing Search Terms:
Ranking consumer interest
3412172612Average:

50. Comparing Search Terms:
Identifying seasonalities
Januari peaks
Juni peaks

51. Geographical Comparison
1611630Average: 7

52. Where in the world is it most interesting?

53. Time Comparison

54. Other Analysis: YouTube Search

55. Other Analysis: YouTube Search

56. Identifying the consumers’ top interests

57. CONCLUSIONS

59. CORE QUESTIONS TO YOU:
• How do you form your ideas and justify them with consumer
insights?
• How do you take into use of the Google’s massive data insights and
make them to work to support your business?
• How can we work better together and use all the possible insights to
create better solutions for our common core clients?
Source: Google Trends/
Source: Google Trends/
WE ARE HAPPY TO HELP YOU IN CREATING BETTER CONSUMER INSIGHTS & SOLUTIONS!

61. …
CATEGORY
RESEARCH
CUSTOMER JOURNEY
TO ONLINE PURCHASE
SEARCH
TRENDS
YOUTUBE
TRENDS
DASHBOARD
YOUTUBE
SEARCH
TRENDS FOR
MARKETERS
CONSUMER
BAROMETER
CORRELATE
OUR MOBILE PLANETKEYWORD
PLANNER
CONSUMER
SURVEYS
PUBLIC DATA
EXPLORER
CREATIVE
SANDBOX
ART-COPY-CODE
MOBILE
GUIDEBOOKSYOUTUBE
GUIDEBOOKS

62. PITCH STRATEGY
IDEA &
CONCEPT
CREATION
PRODUCTION
& EXECUTION
PUBLIC DATA EXPLORER
GOOGLE TRENDS
YOUTUBE SEARCH
CREATIVE
SANDBOX
ART-COPY-CODE
MOBILE
GUIDEBOOKS
YOUTUBE
GUIDEBOOKS
KEYWORD PLANNER
CONSUMER BAROMETER
TOOLS FOR VARIOUS CREATIVE PROCESS PHASES

63. THANK YOU
Tommi Pelkonen
Creative Agency Lead
tommipelkonen@google.com
twitter: tommip
Mia Lange
Agency Manager
mialange@google.com

64. OTHER TOOLS TO USE

66. http://www.thinkwithgoogle.com/creative-sandbox
http://www.artcopycode.com/
http://www.richmediagallery.com/

67. HTTP://THINK.WITHGOOGLE.COM/MOBILEPLANET/EN/

68. HTTP://THINK.WITHGOOGLE.COM/MOBILE-PURCHASE-JOURNEY

69. HTTP://WWW.THEMOBILEPLAYBOOK.COM/

70. HTTP://WWW.THINKWITHGOOGLE.COM/PRODUCTS/MOBILE-ADS.HTML

71. HTTPS://DEVELOPERS.GOOGLE.COM/WEB/FUNDAMENTALS/

72. PITCHING STRATEGY
IDEA &
CONCEPT
CREATION
PRODUCTION
& EXECUTION
GOOGLE TRENDS
YOUTUBE SEARCH
KEYWORD PLANNER
PUBLIC DATA EXPLORER
CREATIVE
SANDBOX
ART-COPY-CODE
MOBILE
GUIDEBOOKS
YOUTUBE
GUIDEBOOKS
CONSUMER BAROMETER
TOOLS FOR VARIOUS CREATIVE PROCESS PHASES