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The Power of Data
Confidential and Proprietary
Technology powered marketing
Data-driven marketing is at an inflection point
“The analysis of the data, using it, digging into it–is the power”
90% Existing data has been created in the last 2 years
90% Fortune 500 companies have big data initiatives
underway
20%–30%
Operating revenue loss due to poor data
64% CMOs expressed interest in Big Data–only 8%
have implemented!
$50B Big data market by 2017
Exponential Growth Huge Business Opportunity Massive Underlying Value
Brands Are Moving Fast
Sir Martin Sorrell, CEO, WPP
2014–Year of Actionable Data
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 the ability to turn that learning into action faster
than the competition.”
Jack Welch Former CEO of GE
Confidential and Proprietary
Data = Audience insights Collect Data
Confidential and Proprietary
A personalised world means more Data to be collected….
Google Tools
Database of consumer intentions
6B hours of video watched monthly
100B searches performed monthly
Confidential and Proprietary
THINK WITH GOOGLE Repository of Google research, thought leadership, industry reviews, case studies, playbooks, and tools
The Hub
Confidential and Proprietary
CONSUMER BAROMETER
Consumer
Understand how people use the internet for research, shopping, and viewing content around the world
Confidential and Proprietary
Category
GOOGLE TRENDS Explore how interests, associations, or tastes change over time and geo, plus identify rising industry topics
Confidential and Proprietary
Category
GOOGLE CORRELATE Find search patterns that correspond with
industry and real-world trends
Confidential and Proprietary
TRENDS FOR MARKETERS Internal tool using co-search data across brands
and other relevant terms to identify close associations
Brand
Confidential and Proprietary
Intent Signals Email lists
Contextual + Location Signals
Past purchasers
App converters
Build a 360˚ view of your customers with Your data + Google Intent data + Contextual signals
to win micro-moments in real time
Confidential and Proprietary
What do we mean by Audience Signals?
WHO THEY ARE
WHAT THEY WANT
Confidential and Proprietary
Thank You