The Update: Measurement that helps every marketing dollar count

The Update: Measurement that helps every marketing dollar count

Guests
Vidhya Srinivasan, VP of Measurement and Analytics at Google
Marie Gulin-Merle, Global VP of Ads Marketing at Google
Published
July 2020

In this episode of our series The Update, Google’s Global VP of Ads Marketing Marie Gulin-Merle talks to VP of Measurement and Analytics at Google Vidhya Srinivasan about the importance of measurement in the current moment. Metrics are shifting on a weekly and sometimes daily basis. Listen as they discuss finding and acting on insights during times of upheaval.

Want even more of Vidhya insights? Check out the full interview.

0:07

VIDHYA SRINIVASAN: Marketers really need to listen like never before,

0:10

especially because the situation is really fast evolving.

0:15

And it really boils down to having a finger on the pulse.

0:19

MARIE GULIN-MERLE: In this episode of The Update, I sat down with Vidhya Srinivasan,

0:24

who leads measurement and analytics for Google’s advertising products,

0:27

to talk about the importance of measurement in the current moment.

0:30

So, Vidhya, as you said,

0:35

understanding this current moment comes down to insights or metrics

0:38

for so many leaders, including marketers.

0:44

How has the current moment challenged marketers when it comes to measurement?

0:47

VIDHYA: So measurement is complex in the best of times,

0:52

and for marketers especially during these difficult times, the stakes are very real.

0:58

Now this is true of our big customers, but it is especially true for smaller businesses.

1:04

This is because they’re trying to identify where to invest perhaps limited resources

1:07

and trying to get the most out of their dollar.

1:10

So the main challenges for marketers really are around

1:16

how to collect and assess data as close to real time as possible, as things are changing,

1:19

how to sort through the data for insights,

1:23

how to use those insights to make the right changes,

1:26

and how we do all of this while also fully protecting user privacy.

1:30

MARIE: How are you thinking of your priorities,

1:37

and how did you and your team build the right tools to enable marketers right now?

1:41

VIDHYA: So overall, Marie, I would say our priorities have not really changed.

1:44

We have three main priorities:

1:47

number one, really, is to help marketers understand

1:51

the impact of their marketing spend—that remains.

1:57

The second one is, how do we help marketers understand their user sentiment?

2:01

Number three is to help marketers to really understand

2:04

how their users are interacting with their ads,

2:09

as well as with the digital world, be it on the website or mobile apps.

2:13

MARIE: So, Vidhya, you know, I’m a former client,

2:20

and I remember it was always quite difficult to find the right balance between

2:26

precise, accurate measurement, and at the same time getting the job done.

2:32

So for you, is there a compromise, what's the compromise, and how do you solve this?

2:35

VIDHYA: So I’m a big believer in actionable metrics.

2:41

So when you talk about accuracy, I think it’s really all about the marketer’s context and use case.

2:45

Now, simple fast reads on a situation can miss the nuance.

2:49

At the same time, over analysis or the pursuit of unattainable precision

2:53

can also really hold teams back from taking action.

2:59

So the ideal balance really has to do with getting the precision needed for actionability.

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