1. The document discusses how technology is rapidly changing and disrupting customer journeys and business models. Mobile devices are becoming increasingly important for customer interactions. 2. Data shows that most YouTube viewing and time spent on smartphones is for casual internet use and research, while desktop is still used more for brand-specific searches and purchases. 3. Marketers need to track total conversions across devices rather than separately, measure mobile interactions, and understand changes in desktop traffic to adapt to these shifting customer behaviors. Data-driven marketing is becoming more important but many companies have yet to fully implement big data strategies.

1. Today’s customer journey
David Lloyd
Retail Industry Lead, Google UK

2. Technology is changing everything
Change has never happened this fast before...
and it will never be this slow again

3. More Moore

4. 20151990
discrete Computing continuous Computing
MOBILE FIRSTTechnology: getting out of the way

5. think do caresee
Today’s customer journey

6. see

7. 1st Online Video Site
2nd Largest Search Engine
3rd Largest Website
4B+ Videos viewed every Day

8. 37 million
Source: comScore Media Matrix, November 2014, UK - via YouTube Media Pack Q1 2015
UK consumers watch
YouTube videos every
month
That’s 78% of the
internet population

9. 275k
492k
2m
1.8m
2.8m
7.3m
35m
8 BN views

10. +46% sales increase in featured products

11. Source: YouTube UK - Media Pack Q1 2015
Image source: http://farm3.staticflickr.com/2382/2085856619_cb32633ecb_o.jpg
45%of YouTube viewing in the UK happens on
a mobile device

12. think

13. Source: We Are Social - Digital in 2015 (January 2015)
The average UK consumer spends
1hr 52 mins per dayusing the internet on their smartphones

14. Global game-changer

16. Makerbot
Evernote
Kickstarter Flipboard
Square
Spotify
Jawbone
Uber
airbnb
Business-model disruption...

17. ...and the customer journey is being disrupted
Source: Google Internal data.

18. Google Confidential and Proprietary
Consumers researching using generic terms are more likely to
use mobile devices
GENERIC SEARCHES

19. Google Confidential and Proprietary
Consumers who are closer to purchasing and using brand terms
are still more likely to be on desktop
BRAND SEARCHES

20. How to approach this shift?
1. Track total conversions, not
device-by-device
2. Measure micro-conversions on
mobile
3. Understand what’s happening to
your desktop traffic

21. care

22. © Google Confidential and Proprietary
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!
$50BBig 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

23. Minutes
browsing
Boston Consulting Group study: advertisers can improve
efficiency & performance when data is housed in one place
Make buying &
executing easy
and efficient
Know your
audience & delight
them across
screens
Make better
decisions with
unified insights
& attribution
-12%
Bounce
Rate
- 12% to -33%
Workflow Efficiencies
-10%
Cost per
click
+7%
Site
Visits
+30%
Minutes
Browsing
-28%
Cost per
view
-32%
Cost per
action
Source: BCG, Cutting Complexity, Adding Value, May 2013 & Adding Data, Boost Impact, September 2014
PerformanceEfficiency

24. By 2020 investment in
audience buying is
projected to exceed
spend in Search
Source: IAB UK 2013

25. think do caresee

26. Thank you
David Lloyd
Retail Industry Lead, Google UK