Data-driven Marketing Lab Overview

January 2019

A 2-day workshop designed to support mastery of technology, data and automation, as well as customer centricity.


This 2-day workshop helps you take your performance marketing strategy to the next level by making the most of opportunities to create tailored, impactful customer experiences:

  • You’ll explore critical areas of performance marketing, including automation, audience segmentation and attribution
  • It’s a unique opportunity for you, your agencies and Google to collaborate in creating a roadmap to evolve your performance marketing strategy, and to fine-tune ways of working together
Data-driven Marketing Lab Overview

After the Lab you’ll be able to:

  • Measure the impact of your digital destinations, such as websites and apps
  • Identify areas where you can automate the way you’re running campaigns and organise your workflows
  • Build audience segments that allow you to distinguish between valuable and less valuable users, and to offer different experiences for them  
  • Determine concrete next steps on your way to achieving a comprehensive view of your customers
  • Refine and, ultimately, implement your strategic roadmap
“I liked working alongside and getting to know my Google account manager better. And coming away with a strategic roadmap is super concrete and useful!'

– Anita Markic, Head of Performance Marketing, Tiqets

You’ll come away with:

  • Plenty of ideas of how to make your performance marketing strategy more impactful and efficient
  • An overview of current opportunities in the areas of marketing automation, audience segmentation, measurement and attribution
  • A point of view regarding emerging technological trends, such as cloud-based marketing tools, digital assistants and mobile UX best practices
  • A strategic roadmap that pinpoints concrete actions and commitments to put your ideas into practice
  • Frameworks that will help you to deal with the marketing challenges of today
  • New ways of working in a digital-first landscape, overcoming legacy challenges and traditional mindsets
Data-driven Marketing Lab Overview

To find out more about taking part in a Data-driven Marketing Lab, contact your Google Sales Rep.

Brand Activation Lab overview