7 februari 2017

Paul Tops

‘s Masterplan.

13th of June 2017

How google is building a unique marketing suite.

Rick Dronkers - Head of Analytics at Maxlead

Rick.

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Rick DronkersHead of Analytics

rick@maxlead.com @RickDronkers

Rick.

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● 10 Digital Analytics Consultants in The Netherlands● 5 Technical Analytics Consultants in Bratislava● International Analytics Academy● Google Analytics Certified Partner since 2010● Google Analytics Premium* (360) Reseller since launch● 10 Google Analytics 360 Clients through Maxlead

Google’s Focus?.

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Google’s Income.

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?

Google’s (Money) Focus.

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Sell more ads

Provide more

value

Google’s Focus.

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?

How can we improve the connection between users and information.

● Better quality answers● Faster (speed) answers● Faster ways to ask questions● Other ways to ask questions

Google’s Gameplan.

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1. Own the pathways that you use to access information2. Learn from the way you search for information3. Think of ways to complete your goal faster with higher quality

answers4. Think of ways advertisers can monetize this5. Repeat.

Google’s Advertiser Focus.

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Phases of the Customer Journey.

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See Think Do Care

Google’s AdWords Business.

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Google AdWords

Expanding Advertising.

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Google AdWordsGoogle Display & YouTube

Google’s Main Market

Easiest way to expand advertising revenue

Proving ROAS%.

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● To make businesses use your advertising solutions, you need to show Return on Ad Spend.

The Problem of Upper Funnel.

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The Ideal Customer Journey

One user, one device & one marketing source to attribute the conversion to.

The Problem of Upper Funnel.

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● Complexity of calculating the Return on Investment thanks to multi-device and multi-channel customer journeys.

The Problem of Upper Funnel.

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Journeys with Multiple Devices Multi-Channel Journeys

History back to Haunt Google.

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● Google has always used last-click attribution.

● Last-click attribution is the ‘easiest’ to work with when doing reporting and analysis.

● Coincidentally(?) last-click attribution often favours “Do-Phase” marketing channels like Google AdWords.

The Problem.

Mobile does not convert according to our analytics.

Display and Social don’t convert as well.

I’m not comfortable spending money that I can’t

measure.

Google’s Solution.

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Google’s Solution.

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Data Technology

Privacy

Data.

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● 1+ Billion Monthly Active Users.● Google knows all your devices.● If you’re logged into your Google

account in at least one Google service on each device, Google can tie them together.

Google’s Device Graph.

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Google’s Device Graph.

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device id: 1111111 device id: 2222222 device id: 3333333

Google Internal Only

Your end

user id: 111222333

Privacy.

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● Proactive Google Advertising campaign highlighting the user’s advertising settings to opt-out.

Google’s Privacy Push.

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Technology.

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● Alignment of Attribution models across products (AdWords, DoubleClick, Analytics & new Attribution 360)

● Making “Users” the main metric throughout Google Analytics.● Creation of device graph technology behind the scenes● Ability to link all advertising and analytics products and exchange

lists of users. (Audiences)

What has happened.

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The endgame.

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● Google believes it can help advertisers spend more money by helping them waste less on ineffective advertising. (win-win)

● To do this, Google is facilitating a large portion of the measurement side that would otherwise be near impossible to solve.

● In theory, more relevant and effective advertising should help both advertisers and Google in the long run.

Waste less.

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● Besides wasting less, measuring the entire customer journey will also allow us to justify spending more.

Spend More.

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Measurement.

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Old situationCurrent Situation

Customer Lifetime Value.

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His

toric

Dat

aPr

edic

tive

Data

Customer Lifetime Value.

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Customer Lifetime Value.

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€50

Average Order Value

€20What are we willing to spend

on acquisition?

Customer Lifetime Value.

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€250

(Predicted) Customer Lifetime Value

€20

€?

What are we willing to spend on acquisition?

Takeaways.

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● Google is solving the attribution challenge for us. Are you going to profit from it?

● First movers that expand their advertising ‘up the funnel’ and utilize this data will benefit the most.

● It’s not only about spending more, also about wasting less.

Takeaways.

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Any Questions.