The Update: Measurement that helps every marketing dollar count
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The Update: Measurement that helps every marketing dollar countJuly 2020
In this episode of our series The Update, Google’s Global VP of Ads Marketing Marie Gulin-Merle talks to VP of Measurement and Analytics at Google Vidhya Srinivasan about the importance of measurement in the current moment. Metrics are shifting on a weekly and sometimes daily basis. Listen as they discuss finding and acting on insights during times of upheaval.
Want even more of Vidhya insights? Check out the full interview.
VIDHYA SRINIVASAN: Marketers really need to listen like never before,
especially because the situation is really fast evolving.
And it really boils down to having a finger on the pulse.
MARIE GULIN-MERLE: In this episode of The Update, I sat down with Vidhya Srinivasan,
who leads measurement and analytics for Google’s advertising products,
to talk about the importance of measurement in the current moment.
So, Vidhya, as you said,
understanding this current moment comes down to insights or metrics
for so many leaders, including marketers.
How has the current moment challenged marketers when it comes to measurement?
VIDHYA: So measurement is complex in the best of times,
and for marketers especially during these difficult times, the stakes are very real.
Now this is true of our big customers, but it is especially true for smaller businesses.
This is because they’re trying to identify where to invest perhaps limited resources
and trying to get the most out of their dollar.
So the main challenges for marketers really are around
how to collect and assess data as close to real time as possible, as things are changing,
how to sort through the data for insights,
how to use those insights to make the right changes,
and how we do all of this while also fully protecting user privacy.
MARIE: How are you thinking of your priorities,
and how did you and your team build the right tools to enable marketers right now?
VIDHYA: So overall, Marie, I would say our priorities have not really changed.
We have three main priorities:
number one, really, is to help marketers understand
the impact of their marketing spend—that remains.
The second one is, how do we help marketers understand their user sentiment?
Number three is to help marketers to really understand
how their users are interacting with their ads,
as well as with the digital world, be it on the website or mobile apps.
MARIE: So, Vidhya, you know, I’m a former client,
and I remember it was always quite difficult to find the right balance between
precise, accurate measurement, and at the same time getting the job done.
So for you, is there a compromise, what's the compromise, and how do you solve this?
VIDHYA: So I’m a big believer in actionable metrics.
So when you talk about accuracy, I think it’s really all about the marketer’s context and use case.
Now, simple fast reads on a situation can miss the nuance.
At the same time, over analysis or the pursuit of unattainable precision
can also really hold teams back from taking action.
So the ideal balance really has to do with getting the precision needed for actionability.