Identify what matters, say something that matters, and measure what matters: these are the focus areas that helped Google’s marketing team get to where it is today. In this revealing conversation, Google Canada’s head of marketing, Fab Dolan, offers a behind-the-scenes look at how Google navigates the shifting marketing landscape to make its brand campaigns more efficient and effective. Ali Leung, a brand-building expert and VP of marketing at WW Canada, sat down with Fab Dolan at the IDEA Summit in Toronto to discuss key frameworks that marketers can use every day — from media buying, optimizing creative, and putting a sharp focus on the right metrics.
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