Learn how to augment your Google Analytics insights with Insights for Search, Google Ad Planner, and YouTube Insights.

1. Catching Up On Trends “Advertising generally works to reinforce consumer trends rather than initiate them” Michael Schudson, sociologist

2. Trend Seeker – Mr X 2 • Owns Auto X car dealership Wants to evaluate his: • Website • Advertising campaign • Advertising spend

3. What’s the Trend? 3

4. Catching Up on Trends 4

5. Case: Toyota Recall 5

6. Case: Toyota Recall Event History Recall - Floor matissue YouTube upload(19,966 views as of 28 Feb) Recall – Prius hybrid Toyota Presidentapologizes in US Recall –Accelerator pedal 24 Feb 10 24 Feb 10 8 Feb 10 26 Nov 09 21 Jan 10

7. Catching Up on Trends 7

8. Google Search Results 8

9. Web Timeline 9 Get insights into news & web content topics

10. Web Timeline 10

11. Catching Up on Trends 11

12. Wonder Wheel 12 YouTube smart car crash testsmart car safety featurescare safety features car safety Insights into related topics for your ad placements & to include as content on your site

13. Catching Up on Trends 13

14. Toyota on YouTube 14 http://www.youtube.com/watch?v=ZZeiD2-Rbg4

15. YouTube Statistics & Data 15 Insights into how content becomes popular, which sites refer to it, how it is searched for, who is viewing it

16. Mr X’s YouTube Statistics & Data 16 Insights into how audiences interact with your content - Views

17. Mr X’s YouTube Statistics & Data 17 Insights into how audiences interact with your content - Demographics

18. Mr X’s YouTube Statistics & Data 18 Insights into how audiences interact with your content – Hot or Not?

19. Catching Up on Trends 19

20. Insights for Search 20

21. Insights for Search 21 Insights into particular terms as well as industry-wide search trends

22. Insights for Search 22 Insights into regional interest, rising searches – do you have alternative solutions for consumers?

23. Catching Up on Trends 23

24. Trends for Websites 24 nissan.commazda.com Insights into other sites people are visiting. Can you get tips from their web pages?

25. Catching Up on Trends 25

26. Ad Planner 26 Insights into sites – Reach, Visitors, Page views & more

27. Ad Planner 27 Where else are people going? What are significant pages within a site?

28. Ad Planner 28 honda.com volkswagen.com mercedes-benz.com volvo.com Bad news for others in your industry could be good news for you. See how news affects traffic to sites

29. The Trend Spotters 29 What are people talkingabout? How does my site measure up? Is my site up-to-date? Is my ad campaign capturing trends? How stale are my ad messages? Where can my ads get targeted exposure?

31. Research into your site & related sites

32. Updating site content to include popular, related topics

33. Modifying your ad campaign to capture popular terms

34. Revising ad messaging to suit the trend

35. Finding new ad placements30

36. Last Look – What Mr X Did Next 31

37. Thank you