This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Madona Michael's session covered other data-insights tools provided by Google: Insights for Search, Google Trends, DoubleClick Ad Planner, Wonder Wheel, etc.

1. Catching Up On Trends
“Advertising generally works to reinforce consumer
trends rather than initiate them”
Michael Schudson, sociologist

2. Trend Seeker – Mr X
• Owns Auto X car dealership
Wants to evaluate his:
• Website
• Advertising campaign
• Advertising spend
Google Confidential and Proprietary 2

3. What’s the Trend?
What are people talking about?
Is my ad campaign
capturing popular How
Where trends & buzzwords? does my
can my
site
ads get Is my site
measure
targeted up-to-date How stale
with are my ad up to the
exposure? rest?
current messages?
topics?
Google Confidential and Proprietary 3

4. Catching Up on Trends
Trend
Web Timeline Wonder Wheel
Research
YouTube Insights for Trends for
Stats & Data Search Websites
Profile
DoubleClick Ad Planner
Google Confidential and Proprietary 4

5. Case: Toyota Recall
Google Confidential and Proprietary 5

6. Case: Toyota Recall
Recall - Floor mat YouTube upload
issue (19,966 views as of 28 Feb)
Recall – Prius hybrid
Toyota President
Recall – apologizes in US
Accelerator pedal
26 Nov 09 21 Jan 10 8 Feb 10 24 Feb 10 24 Feb 10
Google Confidential and Proprietary

7. Catching Up on Trends
Trend
Web Timeline Wonder Wheel
Research
YouTube Insights for Trends for
Stats & Data Search Websites
Profile
DoubleClick Ad Planner
Google Confidential and Proprietary 7

8. Google Search Results
Google Confidential and Proprietary 8

9. Web Timeline
Get insights into news & web content topics
Google Confidential and Proprietary 9

10. Web Timeline
Google Confidential and Proprietary 10

11. Catching Up on Trends
Trend
Web Timeline Wonder Wheel
Research
YouTube Insights for Trends for
Stats & Data Search Websites
Profile
DoubleClick Ad Planner
Google Confidential and Proprietary 11

12. Wonder Wheel
Insights into related topics for your ad placements &
to include as content on your site
Google Confidential and Proprietary 12

13. Catching Up on Trends
Trend
Web Timeline Wonder Wheel
Research
YouTube Insights for Trends for
Stats & Data Search Websites
Profile
DoubleClick Ad Planner
Google Confidential and Proprietary 13

14. Toyota on YouTube
http://www.youtube.com/watch?v=ZZeiD2-Rbg4
Google Confidential and Proprietary 14

15. YouTube Statistics & Data
Insights into how content becomes popular, which sites refer to it,
how it is searched for, who is viewing it
Google Confidential and Proprietary 15

16. Mr X’s YouTube Statistics & Data
Insights into how audiences interact with your
content - Views
Google Confidential and Proprietary 16

17. Mr X’s YouTube Statistics & Data
Insights into how audiences interact with your
content - Demographics
Google Confidential and Proprietary 17

18. Mr X’s YouTube Statistics & Data
Insights into how audiences interact with your
content – Hot or Not?
Google Confidential and Proprietary 18

19. Catching Up on Trends
Trend
Web Timeline Wonder Wheel
Research
YouTube Insights for Trends for
Stats & Data Search Websites
Profile
DoubleClick Ad Planner
Google Confidential and Proprietary 19

20. Insights for Search
Google Confidential and Proprietary 20

21. Insights for Search
Insights into particular terms as well as
industry-wide search trends
Google Confidential and Proprietary 21

22. Insights for Search
Insights into regional interest, rising searches – do you have
alternative solutions for consumers?
Google Confidential and Proprietary 22

23. Catching Up on Trends
Trend
Web Timeline Wonder Wheel
Research
YouTube Insights for Trends for
Stats & Data Search Websites
Profile
DoubleClick Ad Planner
Google Confidential and Proprietary 23

24. Trends for Websites
nissan.com
mazda.com
Insights into other sites people are visiting. Can you get
tips from their web pages?
Google Confidential and Proprietary 24

25. Catching Up on Trends
Trend
Web Timeline Wonder Wheel
Research
YouTube Insights for Trends for
Stats & Data Search Websites
Profile
DoubleClick Ad Planner
Google Confidential and Proprietary 25

26. Ad Planner
Insights into sites – Reach, Visitors, Page views & more
Google Confidential and Proprietary 26

27. Ad Planner
Where else are people going? What are significant pages
within a site?
Google Confidential and Proprietary 27

28. Ad Planner
honda.com volkswagen.com
mercedes-benz.com volvo.com
Bad news for others in your industry could be good news for you.
See how news affects traffic to sites
Google Confidential and Proprietary 28

29. The Trend Spotters
Web Wonder YouTube Insights Trends Ad
Timeline Wheel Stats & for for Planner
Data Search Websites
What are people talking
about?
How does my site
measure up?
Is my site up-to-date?
Is my ad campaign
capturing trends?
How stale are my ad
messages?
Where can my ads get
targeted exposure?
Google Confidential and Proprietary 29

30. Trend Spotted!
- Insights into what people are concerned with
- Research into your site & related sites
- Updating site content to include popular, related topics
- Modifying your ad campaign to capture popular terms
- Revising ad messaging to suit the trend
- Finding new ad placements
Google Confidential and Proprietary 30

31. Last Look – What Mr X Did Next
Google Confidential and Proprietary 31

32. Google Confidential and Proprietary