See Think Do - Agile End To End Marketing

1. See. Think. Do. the art of end to end relationships at scale from the amazing work done by Avinash Kaushik http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/

2. Google Confidential and Proprietary David Keene Head of Marketing, Google for Work, NACE google.com/+DavidKeeneX @dkeene

3. EVERYTHING IS CONNECTED

4. EVERYONE IS ALWAYS ONLINE 75% Smartphone Penetration 70% UK 4G coverage 86% Online every day

5. PEOPLE LIVE IN A BOUNDLESS, MULTISCREEN MEDIA WORLD Google Confidential and Proprietary

6. 1. What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012 2. Google Connected Device Study, UK, March 2013 MANY SCREENS 3 Average number of devices per person rising from 2.3 in 2012 2

7. MAYBE A SIX SCREEN WORLD? [DESKTOP] [MOBILE] [TABLET] [TV] [WEARABLE] [IN-CAR] Google Confidential and Proprietary

8. SALES BUYING JOURNEY COMPLEX, MULTI-TOUCH, MULTI-STEP, LONG....... ONLINE-TO-OFFLINE Google Confidential and Proprietary INTRA-CHANNEL MULTI-CHANNEL Display Search Conversion Desktop Store Conversion CROSS-DEVICE Mobile Desktop Conversion Conversion Generic Search Brand Search

9. Google Confidential and Proprietary BUYING A NEW CAR IN 2014 - WHAT WAS MY BUYING JOURNEY?

10. Google Confidential and Proprietary MARKETING ATTRIBUTION IS STILL A LAST CLICK WORLD last convert ? ? ? ? ? ? ? ? click

11. MEASUREMENT AND ATTRIBUTION IS A SILOED MEDIA WORLD SEO PAID TV VIDEO DISPLAY SOCIAL Google Confidential and Proprietary SEARCH

12. BUSINESS LIVING IN THE PAST - MARKETING/SALES/SERVICE Google Confidential and Proprietary MARKETING 101 Awareness Consideration Purchase Loyalty

13. Google Confidential and Proprietary STRATEGY PUT THE CUSTOMER FIRST

14. Google Confidential and Proprietary MARKETING @ GOOGLE HOW DO WE FIX THIS PROBLEM? Awareness Consideration Purchase Loyalty See Think Do Care

15. HOW CAN WE MOVE PEOPLE Google Confidential and Proprietary THE ROLE OF DIGITAL FOR EACH STAGE? People who drive cars People who are thinking they might need a new car soon People who want to buy a new car now A D VO C A C Y & L O Y A L T Y SEE THINK DO A W A R E N E S S C O N S I D E R A T I O N P U R C H A S E E V A L U A T I O N

16. BREAK DOWN CUSTOMER JOURNEY DIFFERENT TOUCHPOINTS, METRICS AND USER ACTIONS Google Confidential and Proprietary Generic Search Click Assist touchpoints Referral Remarketing Brand Search Click Click Newsletter Signup Display Impression Last touchpoint Microconversion SEE THINK DO Purchase Macroconversion

17. BUILD A PLAN FOR EACH STAGE RE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE A F F I L I A T E S SEE THINK DO Google Confidential and Proprietary S O C I A L S O C IA L S E O S E O S E O D I S P L A Y D I S P L A Y D I S P L A Y Y O U T U B E Y O U T U B E Y T S E M S E M S E M E M A I L E M A I L

18. EXPERIMENT AND MEASURE BETTER REVISED CAMPAIGN METRICS OF SUCCESS (EXAMPLES) Visitor Loyalty Abandonment Rate Conversions/CPA Revenue/ROAS Profit R E M A R K E T I N G / C O N T E X T U A L P R O D U C T - C E N T R I C / O F F E R S B R A N D / P R O D U C T / L O W E R F U N N E L T E R M S Google Confidential and Proprietary METRICS MUST ALIGN WITH MARKETING OBJECTIVES CTR Page Depth Microconversions Assist Conversions & Ratios (over mid-term) Interactions, Conversation, Amplification, Applause % of New Visits Indexed Increase in Brand Awareness Assist Conversions & Ratios (over long-term) DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E S Y O U T U B E M A S T H E A D / ? ? P R O D U C T D E M O /P S Y C H O / S O C I A L V I D E O G E N E R A L B R O A D Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N SEE THINK DO

19. GOOGLE ANALYTICS REALLY USEFUL Google Confidential and Proprietary MULTI-CHANNEL FUNNELS REPORTING Overview Assisted Conversions Top Conversion Paths Time Lag Path Length

20. VISUALIZE ASSIST METRICS AGAINST SEE/THINK/DO FOR IMPROVED UNDERSTANDING Display & Video: Lower Funnel 15.0 5.0 0.5 0.3 Google Confidential and Proprietary SEE Organic Search Direct 3.1 0.8 0.6 Assist Ratios SEE THINK DO 60 day Assist lookback Conversions 9.0 Email Brand Paid Search Display & Video: Upper Funnel Display & Video: Mid-Funnel Paid Search: Generic 0.7 Referral

21. COLLABORATING - RETHINKING - WORK Google Confidential and Proprietary COME TOGETHER/HACK/HUSTLE/CREATE/ANYWHERE http://youtu.be/bTFPSQ7Q0zw

22. Google Confidential and Proprietary RETHINK MEDIA RETHINK METRICS RETHINK MODEL RETHINK WORK FOCUS ON CUSTOMER

23. Google Confidential and Proprietary Thank you. google.com/+DavidKeeneX @dkeene

See Think Do - Agile End To End Marketing

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See Think Do - Agile End To End Marketing