Google Marketing Platform - Sydney

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GOOGLE
MARKETING
PLATFORM
SYDNEY
@ GOOGLE AUSTRALIA
MARCH 2019
1

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
Thank you for joining us today.
● Paul Hewett
● GMP Sydney organiser
● + speaker today
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2
PAUL

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TITLE
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THANKS TO GOOGLE

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

COMING
SOON...
5
BRETT LEVY
MD, BEYOND INTENT
MOBILE MARKETING
SEB HEBERT
HEAD OF DIGITAL, CEO MAG
ORGANIC SEARCH
YOU?
YOUR ROLE
YOUR TOPIC

ENTERPRISE DIGITAL MARKETING & ANALYTICS | 6
THE LATEST
GMP NEWS

Dynamic audiences in Google
Analytics for Firebase
New Google Analytics Course:
Analytics for Power Users
Personalisation is now
available in Optimize

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DRIVING
GROWTH WITH
PERSONALISATION
+ OPTIMISATION
8

PAUL
● Digital Marketer
● 15 years marketing experience
○ 10+ years as company director
● Marketing passions are:
○ Data
○ Consumer Behaviour
● Worked for leading global brands
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9

TALK
OBJECTIVE
10
How to increase your
digital marketing
performance in just a few
hours using Google
Optimize.

HOW TO DRIVE GROWTH WITH
PERSONALISATION + OPTIMISATION
UNDERSTAND
OPTIMISATION
FOUNDATIONS
UNDERSTAND
GOOGLE
OPTIMIZE
UNDERSTAND
SMART
REPORTING

TESTING +
OPTIMISATION
REVOLUTION
13
Objective was to reach
100% response rate.
● 2009
● TV, Press, Outdoor, DM
● +50 People
● +3 months

OPTIMISATION
FOUNDATIONS
CULTIVATING SUCCESS

OPTIMISATION
CULTURE
●
○
○
○
○
○
●

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
“ “ “

GET MORE WINNING TESTS
FOUR SIMPLE RULES
DISCIPLINED
TEST
PROGRAM
UNDERSTAND
CAUSAL
FACTORS
MAKE
BIG
CHANGES
MAKE
MORE
VARIATIONS
1 2
3 4

OPTIMISATION
MATURITY
CRAWL
<3 MONTHS
WALK
3 - 9 MONTHS
RUN
>9 MONTHS
●
●
●
●
●
●
●
●
●
●
●
●

OPTIMIZATION FRAMEWORKS
WHICH IS RIGHT FOR YOU?
MECLABS RELISH LIFT
C=

MECLabs
C = 4m + 3v + 2(i-f)-2a
● C
● m
● v
● i
● f
● a

RELISH
● Relatedness
● Expression
● Leading the Pack
● Interpersonal Connection
● Seeing the Facts
● Hopefulness

LIFT
● Value Proposition (increase)
● Relevance (increase)
● Clarity (increase)
● Urgency (increase)
● Anxiety (reduce)
● Distraction (reduce)

GOOGLE
OPTIMIZE
BUILT FOR BUSINESS GROWTH

IT’S NOT AN
A/B TESTING
TOOL
It’s a tool to grow your business
using your data & insights:
1.
2.

MARKET
POSITION
●
●
● Declining
SOURCE: Built With Feb-2019

MARKET
POSITION
●
●
● Growing
●
SOURCE: Built With Feb-2019

NATIVE
INTEGRATION

INTEGRATED FOR BUSINESS GROWTH
Find the right target
audience.
Bring the right audience
to your website.
Drive conversions
with personalised
experiences.

INSIGHTS
Get deep insights into the
customer journey.
ACTION
Turn insights into actions which
drive growth.
+

EXPERIMENTS

34%
increase
3.9%
boost

PERSONALISATION

PERSONALISATION
(BETA)
●
●
●
●
●
●
●
●

28%
increase
32%
increase

ADS +
OPTIMIZE

1P Data:
3P Data:
DAVE
In market for vacation
Jenny
Monthly business traveller

Google Analytics Insight
Strategy
●
●
24%
increase

SMART
REPORTING
GETTING RESULTS FASTER

POWERFUL ANALYSIS
IN GOOGLE OPTIMIZE
FAST
DECISIONS
LOW
SAMPLE SIZE
ACTIONABLE
RESULTS

All statistical
solutions are
not equal
What is important to you?
●
●
VS
FREQUENTISTBAYESIAN

BAYESIAN STATISTICS
POPULATION
YOUR
SAMPLE
probability
distribution
●
●
●
●

FREQUENTIST STATISTICS
POPULATION
YOUR
SAMPLE
the single true value
●
●
●
●
●

FREQUENTIST VS BAYESIAN
FREQUENTIST BAYESIAN

OUTPUT IS IMPORTANT
FREQUENTIST
“If P <0.05 or not”
BAYESIAN
“How probable as a %”

LET’S TAKE AN EXAMPLE
ORIGINAL
BUY BUY
TEST
21
DAY
TEST
3 BUSINESS CYCLES

THE TEST - CYCLE 1
CONTROL
BUY BUY
TEST
DAY
7

THE TEST - CYCLE 3
CONTROL
BUY BUY
TEST
DAY
21

ACTIONABLE
REPORTING Both methods provide a similar result, but one is
more actionable.
Frequentist
●
●
●
Bayesian
●
●
●

HOW TO DRIVE GROWTH WITH
PERSONALISATION + OPTIMISATION
UNDERSTAND
OPTIMISATION
FOUNDATIONS
UNDERSTAND
GOOGLE
OPTIMIZE
UNDERSTAND
SMART
REPORTING

Google Marketing Platform - Sydney

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