The document summarizes key takeaways from Google's marketing guide "Measure What Matters Most". It recommends focusing metrics on true business objectives and long-term customer value rather than transactions. Marketers should attribute value across the entire customer journey and multiple touchpoints to understand what really drives outcomes. The guide also stresses proving the incremental impact of marketing spend through experimentation.

1. Key Takeaways from Google’s
Marketing Guide, “Measure
What Matters Most”
SANJIV M KARANI
@sanjivkarani

2. BACKGROUND
Google recently published its prescriptive
marketing guide, “Measure What Matters
Most”
An excellent resource that can help you
improve business outcomes by focusing
on your best customers and the critical
moments in their journey
Here are my key takeaways
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3. IN TODAY’S COMPLEX WORLD …..
It takes many marketing touchpoints to
connect with a customer or make a sale
But how do you know what matters to
customers at each point in the journey?
Better measurement is the answer and
key to understanding & making the most
of these interconnected touchpoints
3

4. GOOGLE RECOMMENDS FOUR STEPS
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Source: Google

5. 1. FOCUS ON YOUR TRUE BUSINESS
OBJECTIVES
Make sure your KPIs are aligned with real
business problems you’re trying to solve
Don’t let organizational silos stop you
from measuring what matters most
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6. FOCUS ON THE RIGHT METRICS
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Source: Google

7. 2. MEASURE CUSTOMERS, NOT
JUST TRANSACTIONS
Measure long-term customer value instead
of individual transactions
Review which channels are bringing you
your best customers and in what context
Avoid wasting money and effort on
customers who cost more than their worth
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8. MEASURE CUSTOMERS
8
Source: Google

9. 3. ATTRIBUTE VALUE ACROSS THE
WHOLE CUSTOMER JOURNEY
Understand what your customer journey
looks like and think holistically about
your marketing
Attribute credit to various marketing
touchpoints to uncover insights and
opportunities to invest more wisely
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10. MULTIPLE TOUCHPOINTS
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Source: Google

11. CUSTOMER JOURNEY TOOL
Google has built Interactive Customer
Journey Tool
Based on millions of consumer interactions
It shows how different marketing channels
affect online purchase decisions for various
business size, industry and region
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12. CUSTOMER JOURNEY EXAMPLES
Next few slides show examples of
Customer Journey I created using the tool
You can create one for your own business
You can now truly understand what
marketing channels really matter at
different stages of customer journey
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13. CUSTOMER JOURNEY – BUSINESS & INDUSTRIAL
13

14. CUSTOMER JOURNEY – E-COMMERCE
14

15. CUSTOMER JOURNEY – INTERNET & TELECOM
15

16. CUSTOMER JOURNEY – RESTAURANTS
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17. 4. PROVE THE INCREMENTAL IMPACT
OF YOUR MARKETING SPEND
Identify vital channels and new
opportunities to prove the value of your
efforts (and stop what’s not working)
Make experimentation a regular part of
marketing cycles: keep testing and keep
improving
17

18. EXPERIMENTATION IS A KEY
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Source: Google

19. LET ME DISTILL MY TAKEAWAYS TO A
SINGLE SLIDE
Aggregating, analyzing and activating all your
customer data is a critical business imperative
You Must Know Your:
Business (i.e., Objectives, Outcomes, Metrics)
Customer (i.e., Journey, Touchpoints, Value)
Marketing (i.e., Channels, Campaigns, Returns)
19

20. Aggregating, analyzing and activating
customer data is Zipscene’ core competency
Our platform helps restaurant marketers:
Make dynamic decisions within their unique
“business-customer-marketing” context
Realize step-change improvement in their
marketing performance
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21. Please Visit My LinkedIn Profile for
Additional Insights & Resources
SANJIV M KARANI
@sanjivkarani