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Google Confidential and Proprietary
User-Centric Analytics
Michael Librizzi December 10th, 2013
today’s themes
the great digital migration
every marketer’s dilemma
a single-truth of the customer
in one internet minute…
2012 2013
208,000 photos uploaded 243,000 photos uploaded
100,000 tweets sent 350,000 tweets
30 hours of video
uploaded
100 hours of video
uploaded
$83K in revenue
made
$118K in revenue
made
2 million searches 3.5 million searches
+16%
+250%
+233%
+42%
+75%
Source: GP Bullhound, Intel, Facebook, Twitter, Quartz, November 2013
7B people
2.4B Internet Users
It took 20 years for ~33% of world’s
population to get online. It will only take
2 more years to reach 50%.
Digitally mature
companies make
26% more profit
Source: Wall Street Journal, Capgemini Consulting, November 2012
explosion of mobile traffic
Global Mobile Traffic as a % of Internet Traffic
0.9%
in 5/09
2.4%
in 5/10
15% in 5/13
6%
in 5/11
10%
in 5/12
Trendline
12/08 12/09 12/10 12/11 12/12 12/13E 12/14E
Source: Mary Meeker, KPCB May 2013
5%
0%
10%
15%
20%
25%
30%
mind the gap
6%
42%
26%
14% 12%
23%
43%
22%
10%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Print TV Web Radio Mobile
2013 U.S. Ad Spending vs. Consumer Time Spent by Media
Time Spent
Ad Spend
Source: Business Insider Future of Digital 2013, Mary Meeker, IAB, eMarketer
mind the gap
6%
42%
26%
14% 12%
23%
43%
22%
10%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Print TV Web Radio Mobile
2013 U.S. Ad Spending vs. Consumer Time Spent by Media
Time Spent
Ad Spend
Source: Business Insider Future of Digital 2013, Mary Meeker, IAB, eMarketer
TELEVISION
TABLET
COMPUTER
PHONE
GAME
SYSTEM
Estimated Cross-Device Conversions in AdWords
1 And have opted into saving web history
Users click on a mobile
search ad and visited a site
Switch to desktop/tablet to resume and complete purchase
process without clicking on an ad
When consumers are signed into Google accounts on multiple devices1,
we record conversions that result from an ad click on another device
and estimate the total number of cross-device conversions
This uplift corresponds to a revenue which is 100% incremental and currently
not tracked (nor assigned to any other channel either)
Estimated Cross-Device Conversions in AdWords
Source: Google Internal Data
So, how do you reach the right
consumer, with the right
message, at the right time?
Session based management no longer works
A complete consumer-centric view
Tomorrow Now we’re in a world where your CRM platform integrates with your web analytics.
Universal Analytics – A Beta Feature in Google Analytics
CRM + Web allows:
• Measure users across
multiple devices.
• Segment users based on data in your CRM system.
• Add offline conversions and interactions to the story.
• Create personalized experiences for users needs.
Let user context
drive strategy.
On
-th
e-g
o
Home
Mobile context:
- Secondary screen
- Easy and quick
- More intimate & relaxed
Commuting
Mobile context:
- Only screen
- Time to kill
- Opportunity grabbing
- Emergency
Office
Travelling Small last-minute need
Mobile context:
- Only screen
- Time to kill
- Unforeseen needs
- Emergency
Occasional business
or leisure destination
Mobile context:
- Primary screen
- Unforeseen needs
- Local activities
Usual business or
leisure destination
Mobile context:
- Secondary screen
- Unforeseen needs
- Local activities
Frequent location
In-l
oc
ati
on
Occasional location
Travelling Major last-minute need
Mobile context:
- Only screen
- Last-minute need
- Emergency
An example of
mapping user context in travel
On
-th
e-g
o
Home
Mobile context:
- Secondary screen
- Easy and quick
- More intimate & relaxed
Office
Frequent location
In-l
oc
ati
on
Occasional location
Travelling Major last-minute need
Mobile context:
- Only screen
- Last-minute need
- Emergency
On
-th
e-g
o
Home
Mobile context:
- Secondary screen
- Easy and quick
- More intimate & relaxed
Commuting
Mobile context:
- Only screen
- Time to kill
- Opportunity grabbing
- Emergency
Office
Travelling Small last-minute need
Mobile context:
- Only screen
- Time to kill
- Unforeseen needs
- Emergency
Occasional business
or leisure destination
Mobile context:
- Primary screen
- Unforeseen needs
- Local activities
Usual business or
leisure destination
Mobile context:
- Secondary screen
- Unforeseen needs
- Local activities
Frequent location
In-l
oc
ati
on
Occasional location
Travelling Major last-minute need
Mobile context:
- Only screen
- Last-minute need
- Emergency
Usual business or
leisure destination
Mobile context:
- Secondary screen
- Unforeseen needs
- Local activities
On
-th
e-g
o
Home
Mobile context:
- Secondary screen
- Easy and quick
- More intimate & relaxed
Commuting
Mobile context:
- Only screen
- Time to kill
- Opportunity grabbing
- Emergency
Office
Travelling Small last-minute need
Mobile context:
- Only screen
- Time to kill
- Unforeseen needs
- Emergency
Occasional business
or leisure destination
Mobile context:
- Primary screen
- Unforeseen needs
- Local activities
Frequent location
In-l
oc
ati
on
Occasional location
Travelling Major last-minute need
Mobile context:
- Only screen
- Last-minute need
- Emergency
ON THE
COUCH
OR
OFFICE
ON-THE-GO
IN
DESTINATION
3.
In-destination
travelers
2.
Researching
travelers
1.
Last-minute
travelers
Activity
Current Location
Dates
Recent
searches
Recent activity
Rating
Time of day Day of week
Purpose
What are signals?
Signals are user actions that help
us understand user context.
Past purchases
Inventory type
An example of applying user signals
Likely to make a last-minute travel booking
(on their phone)
An example of applying user signals
Looking for a
specific
destination or
airport
A user on
their mobile
phone
Within X
miles/km of
the dest. or
airport
Likely to make a last-minute travel booking
(on their phone)
An example of applying user signals
Likely to make a high order value purchase
to a theme park (on their desktop)
An example of applying user signals
Searches for
theme parks
A user on
their mobile
phone
Looks up
prices for 10
tickets & a 2
week stay for
6 months the
in future
Likely to make a high order value purchase
to a theme park (on their desktop)
Understanding context = Understanding
signals Ads
Signals:
Current location
Keyword
destination
Audience group
Extension click
Time of day
Day of week
Experience Conversions
Signals:
Travel dates
Activity
Current location
Inventory type
Recent searches
Star rating
Amenities
Signals:
Website
conversions
Click-to-call
Directions to
property
App downloads
Cross-device
activity
CRM
Signals:
User loyalty
User personal
preferences
User purchase
behavior
User
demographics
How do you value users in
different contexts?
CPA: $X
It’s time for smarter consumer acquisition
CPA: $50
CPA: $50
CPA: $10
CPA: $500
CPA: $2
It’s time for smarter consumer acquisition
Appeal to the
lookers, not
bookers
Maximize revenue
& profitability
Focus on
customer loyalty
Convert thinkers
into doers with
display remarketing
Use RLSA to capture
those in purchase
mindset
Drive top-line:
segmentation based
on order value
Drive bottom-line:
segmentation based
profitability
Create new loyalty
users behavior
signals
Maintain existing
customer loyalty
Customer segmentation strategy
F O C U S O N T H E C U S T O M E R TRACK METRICS THAT M A T T E R I T E R A T E F R O M O P P O R T U N I T I E S
