PERFORMANCE MARKETING IN A CONSTANTLY CONNECTED WORLD

Tamar 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

7.9Zetabytles 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

Moment

Driving

Awareness Moment

Driving

Preference

Moment

Driving

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

Dreaming

Discovering

Learning

5:00pm

Hospital

Directions

Finding

Acting

4:40pm

New

Homes

Comparing

Researching

Socialising

Digital advertising technology makes each moment an opportunity

9:30am

Breathing

Techniques

Awareness

5:00pm

Hospital

Directions

Conversion4:40pm

New

Homes

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

TE

NS

ITY

3 ways to future-proof your performance

All screens Always openAudience 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 hour

Tablet

Mobile

Desktop

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 returnE

ffic

iency

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

Effic

iency

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