Throughout the “Digital Transformations With Google” series we will share learnings and the key achievements on topics including the measurement of cross-device consumer behaviour and attribution, the best ways of deploying performance display advertising, and how to become a profit-driven marketer. Key executives working on the project will provide their insights and the results that prove digital transformation provides business growth.
In episode 1 of 3 Hertz explore the customer journey, the importance of mobile UX and take the first steps towards embracing an advanced attribution model and data strategy
In episode 2 of 3 Hertz start to see the benefits of adopting a more advanced attribution model and better use of data through optimising search, display and YouTube campaigns and launching programmatic campaigns with DoubleClick.
Episode 3 of 3 looks at the progress towards a Profit-Driven approach to marketing; how search and display combine to improve fleet utilisation and how data has helped transform marketing and its impact on the Hertz business.