Programmatic lends itself to performance, but Google Media Platforms MD Damian Lawlor says that it covers the entire customer lifecycle and marketing funnel, making it valuable for branding, too. The key is to organise diverse areas of data and start drawing insights, then from insights start taking action. “Our advice,” he says, “is for people is to just get involved and start doing tests; there are plenty of examples of people that have invested the time and effort, and now are reaping great rewards.”