The Power of Data

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Technology powered marketing

Data-driven marketing is at an inflection point

“The analysis of the data, using it, digging into it–is the power”

90% Existing data has been created in the last 2 years

90% Fortune 500 companies have big data initiatives

underway

20%–30%

Operating revenue loss due to poor data

64% CMOs expressed interest in Big Data–only 8%

have implemented!

$50B Big data market by 2017

Exponential Growth Huge Business Opportunity Massive Underlying Value

Brands Are Moving Fast

Sir Martin Sorrell, CEO, WPP

2014–Year of Actionable Data

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Data drives Competitive advantage

“There are only two sources of competitive advantage:

The ability to learn more

about our customers faster than the competition,

and the ability to turn that learning into action faster

than the competition.”

Jack Welch Former CEO of GE

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Data = Audience insights Collect Data

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A personalised world means more Data to be collected….

Google Tools

Database of consumer intentions

6B hours of video watched monthly

100B searches performed monthly

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THINK WITH GOOGLE Repository of Google research, thought leadership, industry reviews, case studies, playbooks, and tools

The Hub

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CONSUMER BAROMETER

Consumer

Understand how people use the internet for research, shopping, and viewing content around the world

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Category

GOOGLE TRENDS Explore how interests, associations, or tastes change over time and geo, plus identify rising industry topics

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Category

GOOGLE CORRELATE Find search patterns that correspond with

industry and real-world trends

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TRENDS FOR MARKETERS Internal tool using co-search data across brands

and other relevant terms to identify close associations

Brand

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Intent Signals Email lists

Contextual + Location Signals

Past purchasers

App converters

Build a 360˚ view of your customers with Your data + Google Intent data + Contextual signals

to win micro-moments in real time

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What do we mean by Audience Signals?

WHO THEY ARE

WHAT THEY WANT

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Thank You