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Measure & Analyze
It’s not just how you measure, it’s what you measure. Deciding which metrics matter most, to both marketers and their clients, is an ongoing test for marketing professionals.
Studies
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Android Army ZMOT Case Study
A brand manager can't be there for every single zero moment today. Marc Vanlerberghe, Android's Senior Director of Global Marketing, shares his solution in this ZMOT case study, "I spend almost 100% of my time building and arming ...
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MSC Industrial Supply and Rosetta Boost Sales with Dynamic Search Ads
MSC Industrial Supply, a leading American direct marketer and distributor of products for metalworking and maintenance, distributes more than 600,000 items. MSC worked with Rosetta, an interactive agency, to find ways to drive incremental sales and expand their ad ...
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Zoro Tools Increases Reach and Lowers Cost-per-Acquisition with Product Listing Ads
Zoro Tools, an online supplier of over 250,000 industrial products, had limited resources and a massive product assortment. They had been using Adwords all along, but was intrigued with Google Product Listing Ads (PLA) because it allowed them to ...
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Understanding the Modern Gamer
This Google whitepaper examines the changes in video gamer digital behaviors through the lens of millions of tablet, desktop, and mobile searches. It also explores the meaningful link that exists between online engagement and game sales. Our research uncovers the ...
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PBS Increases Conversions by 30% with Google Analytics
The Public Broadcasting System’s interactive arm helps individual PBS producers and local PBS stations create and promote each section within PBS.org for programs. Their web analytics tools had been installed, but proved difficult to maintain and use. PBS ...
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Air Show Buzz Switches to Google Analytics to Remove Measurement Blindspots
Air Show Buzz (ASB) is a hub for air show and aviation enthusiasts. They needed to measure video views, online sales, the usage of a downloaded application, and the impact of social media. On top of that, they wanted to ...
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SHOP.com switches to Google Analytics for better insights, conversions and value
For a company that delivers curated advice from shopping experts to save shoppers money, measuring site and product performance is critical. SHOP.com was experiencing challenges with their current analytics tool and engaged Blast Advanced Media, a Google Analytics Certified ...
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Online Cross-Shopping Behavior for Footwear
Footwear shoppers have a ton of choices these days of where to buy, and with all the online deals, it's a cutthroat environment. Learn about how these shoppers cross-shop to better understand how to beat your competitors at the ...
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DoubleClick U.S. Display Ad Benchmarks 2009 Year in Review
How did the display and rich media advertising business fare in the U.S. in 2009? Insights from DoubleClick can help you compare your performance to industry norms, including:
- How much consumers are interacting with different types of ads
- How ...
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The Value of Auto Website Visitors Who Don’t Take Action on Site
What's the value of consumers who visit auto manufacturer sites but don't take action on the site? This study between Google and Compete found:
- 3 out of 4 search referrals to auto manufacturer sites result in a key ...
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Efficiency and Effectiveness in Digital Advertising
Digital advertising delivers powerful results for advertisers - but running digital campaigns has become too complex. Google commissioned The Boston Consulting Group to better understand the potential to improve efficiency and create more value in digital campaigns. Using "lean" methodology to ...
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YT Advertising Effectiveness (CEPU Italy)
YouTube is a valuable tool for brands looking to improve awareness, image, and likeability. Running a bespoke YouTube marketing campaign, or tailoring an existing campaign for a YouTube audience, can significantly improve the positive attitude towards your brand. To the ...
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Videos
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Mobile Site Redesign Drives Results for 1-800-FLOWERS.COM
Case Study
Mobile Site Redesign Drives Results for 1-800-FLOWERS.COM
By thoughtfully analyzing user behavior on their mobile site, and building enhancements to make the browsing and purchase experience even more robust, 1-800-FLOWERS.COM saw immediate lift in the performance of their mobile website.
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Target the Lifetime Value of Customers
Highlights
Target the Lifetime Value of Customers
Peter Fader: Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School, University of Pennsylvania, Co-Director - Wharton Customer Analytics Initiative. As more financial services firms get to know their customers better, questions arise about how this will improve ...
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Tracking Across Multiple Screens
Interview
Tracking Across Multiple Screens
In an interview, Avinash Kaushik, Digital Marketing Evangelist at Google, discusses the importance of utilizing multiple screens when marketing to consumers and the ability to track to the final conversion.
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Multiple Screens & Tracking
Multiple Screens & Tracking
In an interview, Avinash Kaushik, Digital Marketing Evangelist at Google, talks about how the ability to track across multiple devices will only improve over time.
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Metrics & Tracking
Interview
Metrics & Tracking
Avinash Kaushik, Digital Marketing Evangelist at Google, describes the three key metrics he believes it's critical for all business to track online. They are task completion rate, economic value and bounce rate.
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Right / Left Brain
Interview
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. ...
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Marketing & Sales
Interview
Marketing & Sales
Maureen McGuire, CMO of Bloomberg L.P., believes that marketing has value when it increases market share. Marketers must improve sales productivity more scientifically than ever before. In an organization where marketing is a new function, build credibility one project at ...
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Marketing Tactics
Interview
Marketing Tactics
Shruti Joshi, Executive Director of Consumer Marketing at Verizon Communications, talks about taking risks with new marketing tactics. It is less about taking risks, and more about trying different ways to reach the consumer and thinking about how to reach ...
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Measurement Standards
Interview
Measurement Standards
Todd Watson, eRelationship Manager at IBM, advocates measuring the effectiveness of new media across the industry. There are research methodologies for measuring online impact, including social graphing. Metrics organizations have an opportunity to develop standards, from search metrics to social ...
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A Long Term View
Interview
A Long Term View
Miles Nadal, Founder, Chairman & CEO of MDC Partners and Board Member of the Future of Advertising Project with Wharton, points out that economic indicators lag behind trends. In today's changing environment, people who will succeed are not focused on ...
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Complexity & Measurement
Interview
Complexity & Measurement
Matt Freeman, CEO of Mediabrands Ventures and Board Member of the Future of Advertising Project with Wharton, says that because measurement methods are idiosyncratic across different media, and because campaigns span several platforms, it is difficult to confidently measure return ...
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Define Success
Interview
Define Success
Seth Levine, VP and Director at One to One Health, explains that to maximize ROI on digital marketing dollars, a marketer must first describe what success looks like. While a prescription drug purchase cannot be directly linked to a website ...
Infographics
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The Growing Face of Advertising on YouTube 2012
The Growing Face of Advertising on YouTube 2012
As YouTube's global audience hit 800 million users in 2012, YouTube's content inventory has kept pace and has grown to 160 channels of original programming. Google looked at audience reach and brand metrics across 448 campaigns in 6 countries (U.K., ...
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2012 Search Ads Pause Experiments
2012 Search Ads Pause Experiments
In 2011, Google released a study called “Search Ads Pause” that showed the amount of search ad traffic that is incremental to traffic from an advertiser’s organic search results. On average, we found that 89% of paid traffic to an ...
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2011 Ads at a Glance By the Numbers
2011 Ads at a Glance By the Numbers
Did you know?
- More than 500,000 businesses run click-to-call mobile ads with Google
- More than 5 million +1 buttons are served across the web every day
- It takes 0 minutes for marketers to find out what's happening on their ...