On 18 June 2015, Google hosted its second “Think with Google” conference in Hamburg. More than 500 marketing experts attended the annual conference under the motto “Turn Data into Growth” in the Fish Auction Hall. “Think with Google” was the fastest booked-out event ever hosted by Google Germany. This year’s agenda included exciting talks on topics such as “Choosing the Correct KPIs”, “An Integrated Analysis of the Customer Journey”, and “Efficient Growth Accelerators”. Mitch Joel, author and marketing mastermind, was also among the speakers. In the following, I will briefly summarise the (in my opinion) most important aspects of the conference.
From Customer Journey to Micro Moments
Since “Mobile” has become an inherent part of our daily activities, a number of talks focused on the transformative impact of mobile-driven moments on the classic purchasing process. On average, we use our smartphones around 150 times a day. In other words, 150 times a day, marketers are faced with the challenge of delivering just the right message at just the right moment in order to evoke the desired transaction. The key challenge is to push the technological possibilities to such an extent that the scattering loss is minimised. In this context, target group-oriented addressing is increasingly taking over for addressing target groups via the mass media, making the process significantly more relevant and effective. Therefore, it is essential for companies to know their target groups as closely as possible in order to deliver the right content.
Taking Attribution to the Next Level
Alexander Bellin, Head of Online Marketing at About You, shared insights about the complex dynamics of attribution models. These models assign the optimum weight to each marketing channel in terms of sales. After six months of testing, Bellin left the sphere of last-click models and arrived at an attribution model that allowed for considerable improvement of About You’s performance indicators. In fact, every company should make this effort, since attribution modelling involves substantial financial gains.
Think with Google – a Must for Online Marketers
There were, of course, many more exciting talks and discussions that Google summarised in a great illustration.
For further related articles, please click here. Overall, the conference was really interesting and informative, and culminated in a get-together that was keenly frequented by all of the guests. We are already looking forward to the event next year!