The future of performance marketing Kate Adams Head of Performance Solutions & Innovation - Northern Europe
Proprietary + Confidential
Proprietary + Confidential
z Proprietary + Confidential “The perfect search engine should understand exactly what you mean and give you back exactly what you need.” Larry Page
Proprietary + Confidential Remember 1998?
Evolution of Google Search z Proprietary + Confidential ? Autocomplete Synonyms Universal Search Google Instant Did you mean? Knowledge Graph Intelligence Voice Features Search on Desktop Google Google Now Now 16 Voice Voice Search Search 14
Proprietary + Confidential An early breakthrough: Synonyms (2002) Query Google’s interpretation phd cs admission in california cs = computer science bus amsterdam cs to airport cs = central station
Evolution of Google Search z Proprietary + Confidential ? Autocomplete Synonyms Universal Search Google Instant Did you mean? Knowledge Graph Intelligence Voice Features Search on Desktop Google Google Now Now 16 Voice Voice Search Search 14
Proprietary + Confidential Universal Search (2007)
Evolution of Google Search z Proprietary + Confidential ? Autocomplete Synonyms Universal Search Google Instant Did you mean? Knowledge Graph Intelligence Voice Features Search on Desktop Google Google Now Now 16 Voice Voice Search Search 14
Proprietary + Confidential Knowledge Graph (2012)
Proprietary + Confidential Intent Relevancy Context
Proprietary + Confidential What About Consumers?
Proprietary + Confidential There are now more mobile devices than people on the planet 29 years 9 years 1250M 1000M 7500M Smartphone and Tablet PC 5000M 250M 1983 1985 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2014 Source: Business Insider, 2015 Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential Mobile is eating Norway... Mobile ate Norway Mobile Computer Tablet * Google Internal Data, August 2016
Proprietary + Confidential 20% * kpcb.com/internettrends, Mary Meeker, June 2016
Proprietary + Confidential Our goal?
Proprietary + Confidential Build the Ultimate Assistant
Proprietary + Confidential WTF…?!?!?!
Automation People Context Things Places All Channels All Devices All Teams
2X In ‘Near me’ search interest in the past year Source: Google Trends, 2015 & Think with Google, 2016.
76% of consumers who conduct a local search visit a store within a day Source: Google Trends, 2015 & Think with Google, 2016.
Your biggest opportunity is in the smallest moments
Moments 7:05am App Sim 7:45am Check time 8:12am Send work email 9:03am Hangout Erik 1:23pm Look at photo of Jack 3:29pm Read app from Sim 5:38pm Post picture of traffic 5:40pm Send email to Dad
Moments that matter 7:15am Find brunch place 7:53am Watch Ted Talk video 8:59am Research Christmas holiday destinations 10:07am Read about best road bikes 1:23pm Watch road biking videos 5:38pm Look up mortgage rates
Creating a moment's map Trigger! Invite to speak at INMA event in Norway I want to double check the weather I want to know how far the venue is from I want to find my hotel a hotel near the office I need to I need to I want to be I want to look know the check if Erik entertained the INMA up agenda is home for Jack Commercial I want to chat action! Watch Ted Talks I need to Book flight & I want to know for presentation research hotel tips flights
What’s holding us back?
Measurement is not about Measurement is not about limiting potential, limiting potential, it’s about finding opportunity
Proprietary + Confidential Introducing Data-Driven attribution models Last Click First Click Linear Position-based Time Decay Data-Driven
Proprietary + Confidential Data-Driven models use your data to determine how each keyword impacts a user’s likelihood to convert
Proprietary + Confidential ...and allocate conversion credit based on each keyword’s incremental contribution to conversions MODEL: Data-Driven 12 60% 20% 20% 7.2 conversions 2.4 conversions 2.4 conversions Credits are calculated for hundreds (or thousands) of conversion paths and will differ per path and per advertiser
Proprietary + Confidential Google is the largest omnichannel measurement provider in the world
Proprietary + Confidential Three Ways to Measure Online to Offline Sales Google Store Visits Store Sales Analytics
Proprietary + Confidential How Store Visits measures the Online to Offline impact of Search ads
Proprietary + Confidential Store Visits methodology 1 2 3 User behavior Store Ongoing data validation (surveys) with 5M+ user panel Signed-in and opted into Clicks on Visits location history an ad store Extrapolated to the population aggregated and anonymized Backend data Store GPS, Wifi Geometry, Wifi Visits triangulation, scanning Location history (200M+ locations)
Automation! People Context Things Places All Channels All Devices All Teams
Red Roof Inn Confidential & Proprietary
Proprietary + Confidential 1 ‘Moments Map’ 2 Change mindset & KPIs 3 Get testing & learning 4 Automate!
Thank you! Kate Adams Head of Performance Solutions & Innovation - Northern Europe
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