This presentation was given to Nanyang Technological University's MBA class in Singapore on Fri 14 Oct 2011. This covers how one can make use of Google's data-driven solutions to understand their customers and attempt to predict trends. We cover Google Analytics for understanding on-site behaviour, Google Insights for Search for understanding search behaviour, and DoubleClick Ad Planner for understanding demographic and interest information.

1. Understanding the
World through Data
NTU MBA 14 Oct 2011
Vinoaj Vijeyakumaar
Senior Conversion Specialist, Google Southeast Asia
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2. Google’s Mission: It’s all about Information
To organize the world s information
and make it universally accessible
and useful.
Google Confidential and Proprietary 2

3. Agenda: 3 Tools for Insights
1 Google Analytics
2 Google Insights for Search
3 DoubleClick Ad Planner
Google Confidential and Proprietary 3

4. Google Analytics
Google Confidential and Proprietary 4

5. Google Analytics
To organize your website visits information and
make it universally accessible and useful within
your entire organisation
Google Confidential and Proprietary 5

6. Pages/Visit (Nov 2010 – Feb 2011)
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary
6

7. YoY Change: Pages/Visit
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary
7

8. YoY Change: Average Time on Site
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary
8

9. YoY Change: Ecommerce Conversion Rates
Source: Google Analytics Benchmarking Data (Feb 2011)
Google Confidential and Proprietary
9

10. General Observations
• For every market, the number of visits and ecommerce
transactions have risen significantly, yet ecommerce
conversion rates and goal conversion rates have not
changed significantly. This signals that while website
owners are becoming better at acquiring new traffic, they are
not taking steps to improve the efficiency at which they
convert their traffic. There are significant ROI gains to be
made by investing effort in conversion optimisation.
• Across most markets, there has been a drop in the average
time on site and pages per visit. Consumers are becoming
less engaged in the content. Thus there is an urgent need to
make your messaging more efficient on the site and
shorten your purchase/conversion funnels.
Google Confidential and Proprietary
10

11. google.com/analytics
Google Confidential and Proprietary 11

12. Track Behaviour
Behaviour
Entry Exit
Engagement
Reports on 125+ standard metrics and dimensions
Google Confidential and Proprietary 12

13. Swissotel Hotels & Resorts Case Study
Running AdWords Search campaigns
to generate bookings for their
properties across the globe
Running a series of campaigns to
generate bookings for Swissotel The
Stamford in Singapore
3 campaigns targeting the US, UK,
and Australia
Google Confidential and Proprietary 13

14. Segmented Audience for Insights
Advanced segmentation allows for
segmenting of audience based
upon your criteria
Swissotel created segments to be
able to better understand the
intentions and behaviour of their
visitors from the US, UK, and
Australia
Google Confidential and Proprietary 14

15. Identify high-value segments
Able to assess that UK visitors spent 2x their AU and US counterparts.
However volume of visitors from the UK is lower.
Action
Increase volume of visitors from the UK and enhance offerings for their tastes
Google Confidential and Proprietary 15

16. Understanding the wants of UK & AU visitors
UK
visitors spend more time viewing
pages on rooms and restaurants.
Action
Tailor ad text and landing pages
around the theme of “beautiful
rooms and suites” for UK visitors.
AU
visitors are seeking promotions
and viewing packages.
Action
Tailor ad text and landing pages
around the theme of “great deals”
for Australian visitors.
Google Confidential and Proprietary 16

17. The Results
After 6 months of continued reviews and optimisation...
67.78% increase in revenue
21.78% decrease in costs
100% increase in ROI
Google Confidential and Proprietary 17

18. Intelligence Alerts
Google Confidential and Proprietary 18

19. Google Confidential and Proprietary 19

20. Google Confidential and Proprietary 20

21. Real-Time Insights
Google Confidential and Proprietary 21

22. Google Confidential and Proprietary 22

23. Google Insights for Search
Google Confidential and Proprietary 23

24. Google = Database of Intentions
Search = Intent
Google Confidential and Proprietary 24

25. Google Confidential and Proprietary 25

26. Google Confidential and Proprietary 26

27. Google Confidential and Proprietary 27

28. Google Confidential and Proprietary 28

29. Location trends
Google Confidential and Proprietary 29

30. Time series trends
Google Confidential and Proprietary 30

31. DoubleClick Ad Planner
3
1

32. Google Confidential and Proprietary 32

33. Google Confidential and Proprietary 33

34. Google Confidential and Proprietary 34

35. In Summary …
Google Confidential and Proprietary 35

36. Predicting user behaviour:
• What does my visitor want? – Google Analytics
• Who are my visitors? – DoubleClick Ad Planner
• What does the world want? – Google Insights for Search
Google Confidential and Proprietary 36

37. THANK YOU
gplus.to/vinoaj
twitter.com/vinoaj
conversionroom-japac.blogspot.com