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Research Library
Welcome to our multi-media library of custom research from Google and select partners, case studies, interviews with thought leaders, soundbites from our many industry events, and more. It's designed to arm marketers and agencies with knowledge and proof points to move their businesses forward. Everything's free and on-demand — pick a topic and browse away!
Studies
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Mobile Banking Trends 2012
Getting mobile right is more important than ever, as we see how 1 in 6 people switching banks say a poor mobile banking experience prompted them to shop for a new bank. Explore this report to learn the importance of ...
Preview the Study Download: PDF
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2011 Path to Purchase for Auto Insurance
Google and Compete partnered to understand how shoppers and applicants arrive at an auto insurance policy. Further, we look to quantify the relationship between types of searching activity and subsequent online conversion rates. Here are some topline findings:
- Search is ...
Preview the Study Download: PDF
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Google Display Network vs. Portal Takeovers for Investment Researchers
Trying to reach investment researchers? A study with Compete measures how to do it:
- The Google Display Network custom channel has a higher concentration of investment researchers than any of the top portal homepages
- The Google Display Network custom channel ...
Preview the Study Download: PDF , PPT
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Google Display Network vs. Portal Takeovers for Online Bankers
Would a homepage on Forbes help a marketer achieve target and scale? Google and Compete stacked up the numbers and here's what we find:
- The Google Display Network reaches 3.8x more online bankers than the top portal homepage ...
Preview the Study Download: PDF , PPT
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The Zero Moment of Truth for Bank Deposits Study
How is bank account activation changing in a digitally powered world? How effective are traditional ads at changing actual purchasing? Google partnered with Shopper Sciences to reveal the role of the Zero Moment of Truth for bank deposits within the ...
Preview the Study Download: PDF
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The Zero Moment of Truth for Insurance Study
How is insurance purchase behavior changing in a digitally powered world? Google partnered with Shopper Sciences to reveal the role of the Zero Moment of Truth for the insurance industry and found:
- The path to purchase in the insurance category ...
Preview the Study Download: PDF
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The Zero Moment of Truth for Investments Study
How is investment account activation changing in a digitally powered world? What role do new media like social & mobile in driving consumers to open new investment accounts? How effective are traditional ads at changing actual purchasing? Google and Shopper Sciences ...
Preview the Study Download: PDF
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The Zero Moment of Truth for Credit Cards
How is credit card acquisition behavior changing in a digitally powered world? How effective are traditional ads at changing actual decision making? Google partnered with Shopper Sciences to reveal the Zero Moments of Truth for the credit card industry and ...
Preview the Study Download: PDF
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2011 Path to Purchase for Investments
Google and Compete wanted to understand how applicants utilize search and media during their research and purchase process to apply for an investment product. Further, we wanted to link the the relationship between types of searching activity and subsequent online ...
Preview the Study Download: PDF
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Inside Look at Financially Minded Boomers
As the boomer generation approaches 65, they turn to the Web more and more in making finance related decisions. A survey by Google utilized Nielsen data and found:
- Boomers are twice as likely as the average adult to watch finance ...
Preview the Study Download: PDF , PPT
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Role of Search for Financial Services Researchers
A Google/Compete study showed that online ads ranked at the top among ads recalled by financial service shoppers. Other insights on include:
- Online searchers are more likely to convert than people who don't
- Online searchers are also more ...
Preview the Study Download: PDF , PPT
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Understanding Deposits Accounts Researchers
In changing economic conditions, buyer behavior doesn't disappear but it does often change. This collaborative study with Compete shows how deposit account seeking changed in 2009 and found:
- While overall shopping and applicant volume declined, share of online shoppers ...
Preview the Study Download: PDF , PPT
Videos
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Google Hispanic Marketing Forum 2012: Case Studies
Case Study
Google Hispanic Marketing Forum 2012: Case Studies
A compilation of case studies featured at the Google Hispanic Marketing Forum 2012 event. Ford, Nestle, Ai Media and Liberty University highlight how to engage with the US Hispanic audience using Google's ad products.
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ZMOT for Think Finance
Highlights
ZMOT for Think Finance
John Ross, CEO of Shopper Sciences, talks about ZMOT at Think Finance with Google event in November 2011 and how the proliferation of source usage has affected the finance industry and decision making.
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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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Think Finance 2011 Highlights Reel
Highlights
Think Finance 2011 Highlights Reel
The best of Think Finance 2011 at Google. Theme of the day: "Valuable Connections - Reaching the Right Customer: Segment, Experiment, and Optimize."
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The Importance of Consumer Insight
Interview
The Importance of Consumer Insight
Andy Mantis of Mastercard Advisors describes the importance of consumer insight to see buying trends across an industry and channels. He discusses why companies need a multichannel advertising strategy.
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Esurance Mobile Search Case Study
Case Study
Esurance Mobile Search Case Study
Case study with testimonials from Esurance on click-to-call successful campaign
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Phones Not Banks
Interview
Phones Not Banks
Alfredo Gangotena, Global CMO for MasterCard Worldwide, explains that half the global population does not have a bank account, but more than 80% will soon have mobile phones. For credit card companies, mobile payments will be important.
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Nike & MasterCard
Case Study
Nike & MasterCard
Alfredo Gangotena, Global CMO for MasterCard Worldwide, admires brands that transform themselves from a utility to an expression of identity. For example, Nike has transformed sneakers into fashion. MasterCard has positioned itself as the consumer's best friend.
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Sea of Sameness
Interview
Sea of Sameness
Kara Segreto, , Head of Marketing for Prudential Retirement Services, remarks that in the financial space, marketers should take intelligent risks. The space can be a sea of sameness, and the regulatory environment is cited as a reason not to ...
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Relevant Moments
Interview
Relevant Moments
Kara Segreto, Head of Marketing for Prudential Retirement Services, discusses the proliferation of marketing touch points. She argues that reaching customers at moments in which your brand may be highly relevant to their lives is more efficient than flooding them ...
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Risk & Balance
Interview
Risk & Balance
Maureen McGuire, CMO of Bloomberg L.P., argues that you cannot take risks when it comes to understanding your customer. Marketers must balance surefire techniques with creative innovation in order to strike a balance between the art and science of marketing.
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Use All Channels
Interview
Use All Channels
Tom Kelly, VP of Corporate Internet Marketing at New York Life, points out that as customers are more digitally-savvy, his company must make itself accessible through multiple channels. With insurance, normal contact points are only a few per year, so ...