At Think2018 DK, an audience of Denmark’s leading advertisers and marketers gathered to hear about advances in machine learning and data-driven thinking, and to discuss how to build the businesses and agencies of the future.
This year’s Think DK event looked at how the latest developments in connectivity, data and automation can help advertisers communicate with a new generation of super-empowered consumers.
Google Denmark Country Director, Malou Aamund, kicked things off by drawing from recent research to examine the data-led transformation organisations will need to undergo to make the most of these opportunities. With businesses having to provide rapid value to customers in order to stay relevant, Malou emphasised the importance of breaking down internal silos and working alongside Google and other partners to increase efficiency.
Turning Data into Information
To better serve the customer you have to understand them better. With increasing amounts of information available, marketers have an unprecedented ability to analyse the consumer journey in detail, but only if they have the right set up and the right tools. Eva Fors, Regional Lead for Google Cloud, began her session by discussing the fundamentals of data strategy, customer insight and automation, before Arnaud Monnier, Managing Director of Platform Sales for Analytics, took the audience through the specifics of building a full funnel measurement system.
Making the Connection
The next session focused on mobile, where Shane Cassells explored how Accelerated Mobile Pages and Progressive Web Apps can create app-like experiences on the mobile web. User expectations are increasing all the time, making visitors all too willing to abandon slow loading sites. Through a wealth of examples, many drawn from a recent benchmarking report, Shane made a compelling argument that having a lightning fast mobile site is crucial to customer retention and conversion.
Satalia’s Daniel Hulme is both an academic expert in Artificial Intelligence, and the CEO of a company providing machine learning (ML) and data science solutions to some of the world’s biggest brands. In his keynote, he outlined a framework for understanding data-driven decision making, and delivered valuable insights into how businesses will need to organise themselves to make the most of the innovation and opportunity promised by AI.
Machine learning is at the heart of many of Google’s products, but perhaps none more so than Google Assistant. Yariv Adan, Product Lead for Google Assistant, was next on stage, describing a future in which intelligent assistance is always on hand, whether you’re using your phone, TV, smart speaker, or even driving your car. if you’re ready to start building your own voice interactions - or if you just want to learn more about the future of natural user interfaces - visit our developer site for details on how to build apps for Google Assistant.
As transformative as ML promises to be for consumers, it is already having a big impact on the work of marketers. In the next session, Google’s Chief Search Evangelist, Nicolas Darveau-Garneau, shared some of the ML-powered tools and approaches that businesses can start using right now, along with details of the impressive results being achieved by companies who have already implemented these solutions. View the special 'One minute with..' interview with Nicolas Darveau-Garneau.
Building the Future
For the final sessions of a packed agenda, attention switched to the realities of undertaking organisational change. First, Jakob Kofoed, Nordic Head of Data & Analytics at GroupM, shared the story of how his team partnered with experts from MIT to improve on the attribution model being used by Rezidor Hotel Group. With the new model leading to a 30% improvement in return on media investment, Jakob gave a powerful illustration of the value of finding fresh ways to look at customer data.
Most business leaders are now likely to accept the importance of taking a data-driven approach, but Jeremy Brook, Google’s Head of Creative Partnerships for Northern Europe, insists that this doesn’t mean the end for creativity. In his sessions, he showed how new tools and data-led insights can allow creatives to elevate their ideas to higher levels, and achieve even greater impact. Viewed in this way, insights become a vital part of storytelling, while the underlying creativity behind the stories remains as important as ever.
Drawing these themes together in the day’s final keynote, writer and customer leadership expert Thomas Barta drew on his vast experience of melding data, connectivity and automation into long-term business success. With many executives still struggling to successfully transition their businesses to a data-first strategy, Thomas explained the importance of grounding organisational change in the language of hope, and in demonstrating bottom-line impact to break down barriers and encourage people to embrace new ways of working.