performance marketing in a constantly connected world

PERFORMANCE MARKETING IN A CONSTANTLY CONNECTED WORLDTamar van de Paal, Country Marketing Manager Benelux, Google

17 September, 2013

Performance marketing

REACH ENGAGE IMPROVE

Consumers behaviour is changing

X-channel sales

Complex journeysConstantly connected

New shopping hours

We live in a multi-screen world

1.2 BNGlobal smartphone

penetration

3.1Connected devices per

person in NL

27Times per hour we

move between devices and platforms

Sources: Gartner 2013 projection, Google device usage study, 2013, Time Inc Study, 2012

Consumers expect answers, when they need them, regardless of device

7.9Zetabytes of data by 2015, vs 1.8 in 2011

27Times to the moon

90%Of the world’s data created in the last 2

years

Sources: IDC, 2011, IBM, 2012

Millions of people. Billions of moments that matter

Moments to move prospects down the funnel

MomentDriving

Awareness MomentDriving

Preference

MomentDriving

Conversion

9:30am

Breathing Techniques

4:40pm

New Homes

5:00pm

Hospital Directions

Each moment can be part of a bigger journey

9:30am

Breathing Techniques

DreamingDiscoveringLearning

5:00pm

Hospital Directions

FindingActing

4:40pm

NewHomes

ComparingResearchingSocialising

Digital advertising technology makes each moment an opportunity

9:30am

Breathing Techniques

Awareness

5:00pm

Hospital Directions

Conversion4:40pm

NewHomes

Preference

Pace of change accelerating

iPhone Growth Tablet Growth Android Growth

3x4xFaster

Business which master digital profit more

Businesses leading in Digital and Transformational intensity are 26% more profitable than their peers

Fashionistas Digirati

Beginners Conservatives

+26%

-

11%

+9%-

24%TRANSFORMATION MANAGEMENT INTENSITY

DIG

ITA

L IN

TEN

SIT

Y

3 ways to future-proof your performance

All screens Always open Audience engaged

All Screens

Audience Engaged

Always Open

Attribute & Measure

1. Reach your customer across all screens

All Screens

43%Top 100 brands

without mobile sites

45%Research on phones

when shopping

20%Change their mind

in store

2. Reach customers at all times by being always open

Always Open

Customers shop at all hours

Businesses lose out on 10% of sales by

being turned closed.

Total search query volumes by hourTablet

MobileDesktop

Midnight 3am 6am 9am Noon 3pm 6pm 9pm

3. Use signals to engage audiences

Audience Engaged

Sources: Google Internal, Axiom, 2013, Google Internal

55%Of internet shoppers purchase after their

first site visit

5XUplift for Kellogg’s from using multiple

audience signals

5-10%Increase in response rate by incorporating

audience signals

Driving maximum returnEffi

cien

cy

Sales volume

Collect and segment existing

customer data

Target existing visitors

Enrich datasets through

3rd party data

Leverage partnerships

Leverage Google data

Use contextual signals to drive

acquisition

Expand to potential visitors

Extend to use demographic / behavioural

signals

Attribute & measure

Attribute & Measure

Unified view of your customers

Purchase journeys take multiple sessions

Attribute & Measure

Online buyers vs. time

Less than 24 hours 10 - 14 Days 25 - 29 Days 50 - 59 Days 80 - 89 Days

100%

75%

50%

25%

0%

23%

48%

71%

purchase within 24 hrs

purchase within 19 days

purchase within 39 days

Driving maximum return

Attribute & Measure

Effi

cien

cy

Sales volume

Measure x-channel effects of

online

Accurate tracking

Combine modeling

and tracking techniques

Real-time optimisation

Build models including on-

and offline sales

/ media data

Attribution modeling

Use Attribution modeling

to test hypotheses

All Screens

Audience Engaged

Always Open

Attribute & Measure

THANK YOU