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Google Marketing Platform - Sydney

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Paul Hewett, a digital marketer with 15 years of marketing experience and 10 years as a company director. He will talk about the Google Marketing Platform Sydney.

Our Objectives:
-Share Google product expertise
-Share digital marketing expertise
-Increase the adoption of best practices
-Build a community of Google marketers

Publicada em: Educação
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Google Marketing Platform - Sydney

  1. 1. CLICKTOCONTINUE GOOGLE MARKETING PLATFORM SYDNEY @ GOOGLE AUSTRALIA MARCH 2019 1
  2. 2. ENTERPRISE DIGITAL MARKETING & ANALYTICS | Thank you for joining us today. ● Paul Hewett ● GMP Sydney organiser ● + speaker today CLICKTOCONTINUE 2 PAUL
  3. 3. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INSERT SLIDE TITLE 3 THANKS TO GOOGLE
  4. 4. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | OUR MEETUP OBJECTIVES Share Google product expertise Share digital marketing expertise Increase the adoption of best practices Build a community of Google marketers
  5. 5. ENTERPRISE DIGITAL MARKETING & ANALYTICS | COMING SOON... 5 BRETT LEVY MD, BEYOND INTENT MOBILE MARKETING SEB HEBERT HEAD OF DIGITAL, CEO MAG ORGANIC SEARCH YOU? YOUR ROLE YOUR TOPIC
  6. 6. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 6 THE LATEST GMP NEWS
  7. 7. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 7 Dynamic audiences in Google Analytics for Firebase New Google Analytics Course: Analytics for Power Users Personalisation is now available in Optimize
  8. 8. CLICKTOCONTINUE DRIVING GROWTH WITH PERSONALISATION + OPTIMISATION 8
  9. 9. ENTERPRISE DIGITAL MARKETING & ANALYTICS | PAUL ● Digital Marketer ● 15 years marketing experience ○ 10+ years as company director ● Marketing passions are: ○ Data ○ Consumer Behaviour ● Worked for leading global brands CLICKTOCONTINUE 9
  10. 10. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | TALK OBJECTIVE 10 How to increase your digital marketing performance in just a few hours using Google Optimize.
  11. 11. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 11 HOW TO DRIVE GROWTH WITH PERSONALISATION + OPTIMISATION UNDERSTAND OPTIMISATION FOUNDATIONS UNDERSTAND GOOGLE OPTIMIZE UNDERSTAND SMART REPORTING
  12. 12. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 12
  13. 13. ENTERPRISE DIGITAL MARKETING & ANALYTICS | TESTING + OPTIMISATION REVOLUTION 13 Objective was to reach 100% response rate. ● 2009 ● TV, Press, Outdoor, DM ● +50 People ● +3 months
  14. 14. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 14 OPTIMISATION FOUNDATIONS CULTIVATING SUCCESS
  15. 15. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 15 OPTIMISATION CULTURE ● ○ ○ ○ ○ ○ ●
  16. 16. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 16 SETTING EXPECTATIONS 7 out of 10 of all A/B tests fail 1 out of 8 of A/B tests is statistically significant 50% to 80% of tests are inconclusive “ “ “
  17. 17. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 17 GET MORE WINNING TESTS FOUR SIMPLE RULES DISCIPLINED TEST PROGRAM UNDERSTAND CAUSAL FACTORS MAKE BIG CHANGES MAKE MORE VARIATIONS 1 2 3 4
  18. 18. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 18 OPTIMISATION MATURITY CRAWL <3 MONTHS WALK 3 - 9 MONTHS RUN >9 MONTHS ● ● ● ● ● ● ● ● ● ● ● ●
  19. 19. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 19 OPTIMIZATION FRAMEWORKS WHICH IS RIGHT FOR YOU? MECLABS RELISH LIFT C=
  20. 20. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 20 MECLabs C = 4m + 3v + 2(i-f)-2a ● C ● m ● v ● i ● f ● a
  21. 21. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 21 RELISH ● Relatedness ● Expression ● Leading the Pack ● Interpersonal Connection ● Seeing the Facts ● Hopefulness
  22. 22. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 22 LIFT ● Value Proposition (increase) ● Relevance (increase) ● Clarity (increase) ● Urgency (increase) ● Anxiety (reduce) ● Distraction (reduce)
  23. 23. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 23 GOOGLE OPTIMIZE BUILT FOR BUSINESS GROWTH
  24. 24. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | IT’S NOT AN A/B TESTING TOOL It’s a tool to grow your business using your data & insights: 1. 2.
  25. 25. ENTERPRISE DIGITAL MARKETING & ANALYTICS | MARKET POSITION ● ● ● Declining SOURCE: Built With Feb-2019
  26. 26. ENTERPRISE DIGITAL MARKETING & ANALYTICS | MARKET POSITION ● ● ● Growing ● SOURCE: Built With Feb-2019
  27. 27. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | NATIVE INTEGRATION
  28. 28. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INTEGRATED FOR BUSINESS GROWTH Find the right target audience. Bring the right audience to your website. Drive conversions with personalised experiences.
  29. 29. ENTERPRISE DIGITAL MARKETING & ANALYTICS | INSIGHTS Get deep insights into the customer journey. ACTION Turn insights into actions which drive growth. +
  30. 30. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | EXPERIMENTS
  31. 31. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 34% increase 3.9% boost
  32. 32. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | PERSONALISATION
  33. 33. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | PERSONALISATION (BETA) ● ● ● ● ● ● ● ●
  34. 34. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 28% increase 32% increase
  35. 35. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | ADS + OPTIMIZE
  36. 36. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 1P Data: 3P Data: DAVE In market for vacation Jenny Monthly business traveller
  37. 37. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 1P Data: 3P Data: DAVE In market for vacation Jenny Monthly business traveller
  38. 38. ENTERPRISE DIGITAL MARKETING & ANALYTICS | Google Analytics Insight Strategy ● ● 24% increase
  39. 39. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 39 SMART REPORTING GETTING RESULTS FASTER
  40. 40. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 40 POWERFUL ANALYSIS IN GOOGLE OPTIMIZE FAST DECISIONS LOW SAMPLE SIZE ACTIONABLE RESULTS
  41. 41. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | All statistical solutions are not equal What is important to you? ● ● VS FREQUENTISTBAYESIAN
  42. 42. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 42 BAYESIAN STATISTICS POPULATION YOUR SAMPLE probability distribution ● ● ● ●
  43. 43. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 43 FREQUENTIST STATISTICS POPULATION YOUR SAMPLE the single true value ● ● ● ● ●
  44. 44. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 44 FREQUENTIST VS BAYESIAN FREQUENTIST BAYESIAN
  45. 45. ENTERPRISE DIGITAL MARKETING & ANALYTICS | OUTPUT IS IMPORTANT FREQUENTIST “If P <0.05 or not” BAYESIAN “How probable as a %”
  46. 46. ENTERPRISE DIGITAL MARKETING & ANALYTICS | LET’S TAKE AN EXAMPLE ORIGINAL BUY BUY TEST 21 DAY TEST 3 BUSINESS CYCLES
  47. 47. ENTERPRISE DIGITAL MARKETING & ANALYTICS | THE TEST - CYCLE 1 CONTROL BUY BUY TEST DAY 7
  48. 48. ENTERPRISE DIGITAL MARKETING & ANALYTICS | THE TEST - CYCLE 3 CONTROL BUY BUY TEST DAY 21
  49. 49. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | ACTIONABLE REPORTING Both methods provide a similar result, but one is more actionable. Frequentist ● ● ● Bayesian ● ● ●
  50. 50. ENTERPRISE DIGITAL MARKETING & ANALYTICS | 50 HOW TO DRIVE GROWTH WITH PERSONALISATION + OPTIMISATION UNDERSTAND OPTIMISATION FOUNDATIONS UNDERSTAND GOOGLE OPTIMIZE UNDERSTAND SMART REPORTING
  51. 51. THANKS... QUESTIONS? 51

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