Key Takeaways from Google’s

Marketing Guide, “Measure

What Matters Most”

SANJIV M KARANI

@sanjivkarani

BACKGROUND

Google recently published its prescriptive marketing guide, “Measure What Matters Most”

An excellent resource that can help you improve business outcomes by focusing on your best customers and the critical moments in their journey

Here are my key takeaways2

IN TODAY’S COMPLEX WORLD …..

It takes many marketing touchpoints to

connect with a customer or make a sale

But how do you know what matters to

customers at each point in the journey?

Better measurement is the answer and

key to understanding & making the most

of these interconnected touchpoints3

GOOGLE RECOMMENDS FOUR STEPS

4

Source: Google

1. FOCUS ON YOUR TRUE BUSINESS

OBJECTIVES

Make sure your KPIs are aligned with real

business problems you’re trying to solve

Don’t let organizational silos stop you

from measuring what matters most

5

FOCUS ON THE RIGHT METRICS

6

Source: Google

2. MEASURE CUSTOMERS, NOT

JUST TRANSACTIONS

Measure long-term customer value instead

of individual transactions

Review which channels are bringing you

your best customers and in what context

Avoid wasting money and effort on

customers who cost more than their worth7

MEASURE CUSTOMERS

8

Source: Google

3. ATTRIBUTE VALUE ACROSS THE

WHOLE CUSTOMER JOURNEY

Understand what your customer journey

looks like and think holistically about

your marketing

Attribute credit to various marketing

touchpoints to uncover insights and

opportunities to invest more wisely

9

MULTIPLE TOUCHPOINTS

10

Source: Google

CUSTOMER JOURNEY TOOL

Google has built Interactive Customer

Journey Tool

Based on millions of consumer interactions

It shows how different marketing channels

affect online purchase decisions for various

business size, industry and region

11

CUSTOMER JOURNEY EXAMPLES

Next few slides show examples of

Customer Journey I created using the tool

You can create one for your own business

You can now truly understand what

marketing channels really matter at

different stages of customer journey

12

CUSTOMER JOURNEY – BUSINESS & INDUSTRIAL

13

CUSTOMER JOURNEY – E-COMMERCE

14

CUSTOMER JOURNEY – INTERNET & TELECOM

15

CUSTOMER JOURNEY – RESTAURANTS

16

4. PROVE THE INCREMENTAL IMPACT

OF YOUR MARKETING SPEND

Identify vital channels and new

opportunities to prove the value of your

efforts (and stop what’s not working)

Make experimentation a regular part of

marketing cycles: keep testing and keep

improving

17

EXPERIMENTATION IS A KEY

18

Source: Google

LET ME DISTILL MY TAKEAWAYS TO A

SINGLE SLIDE

Aggregating, analyzing and activating all your

customer data is a critical business imperative

You Must Know Your:

Business (i.e., Objectives, Outcomes, Metrics)

Customer (i.e., Journey, Touchpoints, Value)

Marketing (i.e., Channels, Campaigns, Returns)19

Aggregating, analyzing and activating

customer data is Zipscene’ core competency

Our platform helps restaurant marketers:

Make dynamic decisions within their unique

“business-customer-marketing” context

Realize step-change improvement in their

marketing performance20

Please Visit My LinkedIn Profile for

Additional Insights & Resources

SANJIV M KARANI

@sanjivkarani