Tim Reis, Head of Performance Solutions Activation, Google, presents "Big Data – From Knowing to Doing" at 4A's Strategy Festival 2014, Monday October 6, 2014 in Chicago.

1. Big Data -
From Knowing to Doing
Tim Reis
Head of Performance Product
Solutions

2. Google Confidential and Proprietary

3. Google Confidential and Proprietary
What drives consumer behavior is unchanged

4. Google Confidential and Proprietary
What drives consumer behavior is unchanged

5. Google Confidential and Proprietary
What drives consumer behavior is unchanged

6. Google Confidential and Proprietary
What drives consumer behavior is unchanged

7. Consumers want... ...so they... ...so advertisers... ...but now...
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8. SEE THINK DO CARE
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Purchase

9. SEE THINK DO CARE
Account Login
Track & View Orders
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Blog
Wish Lists
Newsletters Shop Catalog
Social
Plan Options
Subscription Options
Best Selling
Top Rated
About Us
Video
Inspiration Boards
Fashion Updates
Social Amplification
Fit Guide
Rewards Program
Mobile Apps
In-Store Events
Purchase
Add to Cart
Store Locator
Create an Account
Call Now
Make an Appt
Join Email List
Contact Us
Live Chat
Write Reviews
Share with a Friend
Gift Cards
Site Search
Returns & Exchanges
Refer a Friend
Recommended for You
Appointment Reminder
Download App

10. SEE THINK DO CARE
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mDisplay
mVideo
mSearch
mApps mApps

11. Analytics
Know Insight Action
Operating System/Browser Infer audience characteristics Ensure compatibility
w/technology & audience
sophistication
What’s working/not? Some pages outperform others Adapt user flow
What draws people? Sites and keywords that work Revise media plan & creative to
reflect user passion
Bounce rate Where you lose people Experiment with stickier creative
How people linger What paths & content are sticky? Refine content & pathways
Mobile/Tablet/Laptop Under what circumstances to
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consumers engage?
Ensure technical & situational
performance

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Device signals
SEE
THINK
DO
CARE

13. Location signals SEE
THINK
DO
CARE
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A short drive
Why drive?
A really short drive

14. Google Confidential and Proprietary
Remarketing/In-Market - many intent signals
Log into email
Log into social
network
Email friend about
car reviews
Check back into email to
share reviews with spouse
Car safety site
for electric cars
Visit blog discussing
electric cars
Revisit manufacturer
site to read pricing
options
Visits
site to see options
for car financing
Click ad for hybrid
to see interior on
manufacturer site
Consumer
research
Product or
service listings
Content with strong
conversion history to
related segment
Recency and
frequency of
visits
Views and clicks
on related ads

15. Toll Brothers uses in-market audiences to complement
Remarketing efforts and grow leads and lower CPA by up to 50%
“One of our biggest challenges is qualification.
What we learned about In-Market segments, it
was a way to reach a more qualified audience of
people actively searching for a home. We found
that In-Market segments fuel our Remarketing
campaigns. They increased our number of leads
from Remarketing, decreased our cost-per-lead,
and help build our pool.”
Google Confidential and Proprietary
About
Toll Brothers is a luxury home builder that has specialized in building
unique semi-custom homes and upscale communities since 1967.
Goals
- Grow quantity and quality of leads
- Maintain or decrease CPA
Approach
- Began using in-market audiences in parallel with remarketing
- Targeted segments related to real estate and homes
- Used Similar Audiences to find valuable users
- Used keyword contextual targeting to build out remarketing lists
Results
- Up to 50% lower CPA on remarketing campaigns
- Grew leads from remarketing
- CTR on remarketing ads grew up to 3X
- In-Market Segments grew remarketing list volume

16. App v web SEE
THINK
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CARE
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Apps excel at
maximizing
existing
relationships
Meijer’s app
removes
friction for
their
customers...

17. Coming soon - immersive, full-screen mobile SEE
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CARE
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and then...

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