Casey Carey � Director of Platforms & Publisher Marketing at Google @caseycarey Tauhid Zaman KDD Career Development Professor in Communications and Technology at the MIT Sloan School of Management� @zlisto Evan Schuman Moderator
WHAT WE’LL COVER TODAY ● Marketing isn’t what it used to be ● What leaders are doing to pull ahead of the pack Agenda ● Marketing and behavioral analytics —a deeper look ● Panelist discussion ● Q&A
Marketing isn’t what � it used to be
Which car � is best? Is it right � Are we getting � for us? a good deal? Meet Stacey ● 32 year-old mother of two ● Expecting a baby ● Needs a car that would fit three car seats ● Must have space for her family's gear Can we � Where should afford it? we buy it?
Stacey’s Journey 186 Manufacturer � 14 89 Interactions Images YouTube� Videos 69 139 Dealer Google� Interactions Searches 71% Occurred on Mobile Source: Luth Research ZQ Intelligence™
63% of people expect brands to use their purchase history to provide them with personalized experiences. Source: Google/Greenberg, Rising Expectations in Consumer Experiences, March 2017, U.S. (n of 1,501 consumers 18-54)
Crowding of the technology landscape
89% of marketers agree that understanding user journeys across channels and devices is critical to marketing success. Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample), May 2017
What does the � data tell us?
Dealing with data: � Marketing's biggest analytics challenge 61% 61% of marketing decision predict continued makers said they struggled challenges in accessing to access or integrate the or integrating the data data they needed in 2016. they need in 2017. Source: Google Surveys, "2016-2017 Marketing Analytics Challenges and Goals", Base: 203 marketing executives who have analytics or data-driven initiatives, U.S., December 2016.
Study: "Customer Experience is Written in Data” ● Online survey conducted in May 2017 ● Over 700 marketing and analytics executives at consumer brands ● Leading organizations defined by their success in hitting their top 2016 goal
"Data is a key transformation tool. It drives a learning and innovative culture with clarity on contribution to the business. I can't imagine a marketing function without this capability, attitude, and infrastructure." Vice President, financial services company
Defining Marketing Leaders 1.5x 1.5x 2x 7 in 10 as likely to say that as likely to say their as likely to say that say that their their marketing organizations have a they routinely take companies use data strategy is strongly clear understanding action based on to support decision data driven. of customers' insights and making at all levels. journeys across recommendations channels and from analytics. devices. Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S. (n=677 marketing and measurement executives at companies with over $250M in revenues, primarily in North America; n=199 leading marketers who reported marketing significantly exceeded top business goal in 2016, n=478 mainstream marketers (remainder of the sample), May 2017
Data strategy: a foundation for success of the leaders say they currently have a 2/3 documented data and analytics strategy. Source: Google Surveys, "2016-2017 Marketing Analytics Challenges and Goals", Base: 203 marketing executives who have analytics or data-driven initiatives, U.S., December 2016.
Leading marketers are 127% as likely as the mainstream to say � that their data and analytics strategy is “useful for decision-making at � all levels.” Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S.
Key components of data and analytics strategy defines how to invites integrate data collaboration and identifies business goals and related democratization technologies of data
Marketing analytics: � a deeper look
Behavioral Analytics Sentiment Application Service
Behavioral Analytics Behavioral Sentiment Analytics Data Application Service
Basic User Data
Deeper User Data - Time
Time and Sentiment
Time and Sentiment
Time and Low Engagement
Deeper User Data - Biometrics
Wearable Biosensors
Sweating and Psychology Electrodermal Activity (EDA) – Mental arousal increases sweat
Data Future Behavioral Sentiment Analytics Data Application Service
To what extent does your organization make decisions based on data/analytics insights in the following areas? Share describing area as “strongly data-driven” Leaders Mainstream Difference (Leaders) Digital advertising 71% 51% 39% more likely Direct marketing or demand generation 66% 42% 57% more likely Marketing strategy 65% 44% 48% more likely Brand or corporate marketing 61% 38% 61% more likely Offline advertising 52% 28% 86% more likely Respondents: 652 Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S.
How often does your marketing organization take action based on the insights and recommendations from analytics? 40% 35% 18% 4% 1% 2% We routinely take We frequently take We sometimes We infrequently We never take Don’t know action based on action based on take action based take action based action based on insights and insights and on insights and on insights and insights and recommendations recommendations recommendations recommendations recommendations from analytics. from analytics. from analytics. from analytics. from analytics. Source: Econsultancy/Google, "Customer Experience is Written in Data", May 2017, U.S.
Thank You
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