November, 2014 | Google Data

Archive for November, 2014

Through the Google lens: search trends November 7-13

November 14th, 2014 | by Emily Wood | published in Google Blog

Taylor, Kim, Kobe—this trio of familiar faces was all over search this week.

Oh my God, look at that face
She may not have broken the Internet, but Kim Kardashian certainly got our collective attention this week with her saucy Paper magazine cover shoot showing off her famous derriere. Millions of searches, memes and (unsuccessful) imitators were not far, um, behind. Even Kim, however, had some company in the trending ranks from Taylor Swift, who has come close to breaking the Internet a few times herself. This week, Swift released a new video (and app) for her song “Blank Space,” putting a new spin on the “boy-crazy” meme and garnering more than 25 million YouTube views—that’s more than 10 times as many as last week’s viral video sensation “Too Many Cooks.”

Sky high
Ten years after leaving Earth, on Wednesday the European Space Agency’s Rosetta mission achieved history. It successfully landed its Philae probe on the comet 67P/Churyumov-Gerasimenko and began sending pictures of the surface back to scientists. People turned to search to learn more, including “what is next for the probe?” It’s a good question, since the probe bounced twice before settling into a position about 1km off its target, and may not be able to get enough battery life from its solar panels to continue operating as intended.

Our doodle celebrated the Philae landing on Wednesday

And all eyes were on the New York skyline this week—or at least on 1 World Trade Center, where a pair of window washers were trapped 69 stories high on the side of the building for over an hour on Wednesday before being rescued. The 1,776-foot tall skyscraper had just opened for business last week, more than a decade after the September 11 attacks.

Numbers game
Kobe Bryant set a new record on Tuesday night, but he might wish he hadn’t. The shooting guard missed his 13,418th career field goal in a game against the Memphis Grizzlies, earning him the dubious honor of the most missed field goals in the NBA. Of course, Bryant also has the fourth-most points in league history—and five championship rings. So, he’s probably doing OK.

Tip of the week
For those times you’ve gotten an email about something (say, “dinner with Shari” or “brunch with Aaron”) but forgotten to follow up, Google can help. Keep an eye on your Google app, which can now catch buried plans in your Gmail, prompt you to add them to your calendar, and remind you to stay in touch.

Posted by Emily Wood, Managing Editor, who searched this week for [two eagles flying together/being friends] and [birdman tracking shot]

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A few updates to the Google Maps / Google Earth APIs Terms of Service

November 14th, 2014 | by Maps Devel | published in Google Maps

Today we posted a few minor updates to the Google Maps / Google Earth APIs Terms of Service. These changes should impact very few developers and customers, but are designed to provide clarification for recently launched advertising-supported and connec…

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Google Summer of Code Wrap up: Point Cloud Library

November 14th, 2014 | by Ashleigh Rentz | published in Google Open Source

Today’s Google Summer of Code wrap up comes from Federico Tombari at the Point Cloud Library project, a 2D/3D image and point cloud processing framework.

For the third year, the Point Cloud Library (PCL) organization has been a participant in Google Summer of Code. We had the opportunity to mentor 12 students who spent the summer developing projects related to 3D computer vision and robotic perception.

This year, I had the pleasure to mentor two students: Manuel Gesto and Jilliam Diaz Barros. Manuel worked on porting a recent algorithm (proposed last year at the ICRA conference by Karphaty et al.) related to object discovery. The idea is that a robot can wander around a room or a building, reconstruct the surrounding environment through Kinect Fusion techniques and then try to extract interesting parts – possibly objects – out of this 3D representation without an explicit training set. Manuel worked well in implementing on his own a segmentation method that was required for the algorithm. Jilliam worked on stereo matching techniques. She implemented two state-of-the-art algorithms, one focused on efficiency and the other on accuracy, which will enrich the stereo module already present in PCL. Also, she validated her work with a comprehensive experimental evaluation using benchmark datasets.

Alex Ichim from our organization worked with Andrei Militaru, a BSc student in Computer Science from Jacobs University in Germany. We looked into efficient representations for head models in the context of face reconstruction using RGB-D devices such as the Microsoft Kinect. In order to counteract the heavy noise and missing data from this kind of camera, we employed the concept of statistical face models (first introduced by Blanz and Vetter at Siggraph ‘99). To demonstrate this, we built an application that uses live data from the camera, registers and integrates it into a point cloud using the Kinect Fusion implementation in PCL; in parallel, another thread uses the data and fits the statistical model to it, yielding a low resolution face model that updates in realtime as more views of the actor are acquired.

Markus Schoeler was another student working with us this year. His project consisted of two sub projects, namely implementing the Locally Convex Connected Patches (LCCP) algorithm and a shape generator. The LCCP algorithm was published on this year’s CVPR conference and aims at segmenting a scene into objects and parts (by tuning parameters, you can “select” the desired level of detail). The shape generator puts special emphasis on giving users full control of how they assign labels in scenes. This makes it possible to easily create annotated data and decide how coarse the segmentation should be.

Federico Tombari, Organization Co-Administrator, Point Cloud Library

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Mobile momentum in digital + 3 tools for easy cross-screen campaigns

November 14th, 2014 | by Becky C. | published in Google DoubleClick

Marketers know that building cross-screen campaigns is important to overall campaign success. But many have been slow to adopt the HTML5 standards and mobile-compatible formats that are needed to achieve that success.

Today, more than 25% of pageviews occur on a mobile device (1) and more people consume content in HTML5-compatible environments than Flash-compatible ones (2), yet 83% of digital creative is still built in formats that don’t work on mobile devices. (3)

The “Make Mobile Work” Initiative

To help marketers make the transition to cross-screen campaigns, we have partnered with the IAB for the past year on the “Make Mobile Work” Initiative. Through an open letter signed by 22 publishers globally, a mobile check-list for marketers, and a quarterly webinar series, we increased awareness of the need for cross-screen campaigns and provided the steps to successfully create, target and measure these campaigns.

Positive momentum:

Efforts like this one appear to be working. Marketers’ trepidation toward mobile is beginning to melt away, as evidenced by strong growth metrics this year for HTML5 adoption and mobile inventory (metrics pulled from internal DoubleClick data, Nov. 2014):

250% growth in HTML5 impressions in DoubleClick Studio
130% growth in the percent of DoubleClick Campaign Manager impressions being served to mobile devices
Almost half of the mobile inventory available in DoubleClick Bid Manager is now in-app inventory

Three easy-to-use tools for cross-screen campaigns

As marketers begin to incorporate cross-screen strategies into all of their campaigns, we want to make sure that every marketer has easy-to-use tools to help them scale. So we recently launched three new features in the DoubleClick Digital Marketing platform that make cross-screen creative, targeting and measurement easy to incorporate into every campaign:

Easy HTML5 creative: Our platform will automatically create an HTML5 version of every Flash banner you upload, with automatic Flash-to-HTML5 conversions for reservation campaigns (available in beta for programmatic campaigns). When your ads run on mobile devices, the interactive HTML5 ad will show up instead of a static backup image, helping expand your reach on mobile. You can also report on HTML5 impressions separate from Flash impressions. Learn More>>

Precise mobile targeting: For users who opt-in to location-based targeting, marketers can use Geofence Targeting in DoubleClick Bid Manager to deliver highly relevant messages to people based on their proximity to a specified chain store, across a broad geographic area. You can easily target all your store locations with a single click, enabling you to reach the right consumer and drive foot-traffic into your stores. For example, if you’re a hotel company, you can reach people who are close to your hotel, and offer them a discount to get them to choose your business. Learn more>>

Re-engage your app users: People are spending 86% of their time on mobile devices in applications. (4) DoubleClick now allows marketers to remarket to existing app customers inside other apps, for both reservations and programmatic buys. Using Floodlight tags, you can create audience lists around any engagement that takes place in-app (e.g. people who added an item to a shopping cart, top spenders in the last 30 days, or gold member app users). This lets you improve ROI by offering relevant ads to people who are already in the purchase funnel. Learn more>>

As 2015 approaches, we hope to see even more marketers incorporate cross-screen techniques, to successfully reach the right audiences on every device.

Published by the DoubleClick Marketing Team

sources:

1. Mary Meeker’s Internet Trends Report, Apr. 2014
2. StatCounter Sept. 2013 data
3. Internal DoubleClick Data, Nov. 2014
4. Flurry Analytics Report, Mar. 2014

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Increased visibility and control with OAuth token audit reporting

November 13th, 2014 | by Jane Smith | published in Google Apps

Currently, people using Google Apps can authorize any third party mobile or web application which supports login with a Google Apps account using OAuth to read their account data (e.g. Contacts, Calendar, Drive files, etc) to integrate with Google Apps. Each authorization grants an access token, which is then logged in the Apps Admin console. Previously, Admins could review the current state of OAuth tokens granted by people within their domain using the security tab, but could not access the change logs of authorized and revoked tokens.

With this launch, we are adding a new audit report that allows admins to view ‘authorize’ and ‘revoke’ events for OAuth tokens within the Admin console Reports section and the Reports API. Admins can use this new audit report to find out what new apps have been installed by individual users and, if needed, can revoke access using the security tab. This improves admin visibility and control over access of third party apps by users in their domain.

In addition, admins can use the Reports API to set up a push notification for oAuth ‘authorize’ and ‘revoke’ events, generating an alert when a certain event happens. Optionally, admins can also revoke data grants using the Directory API.

To access the OAuth audit reports in Admin console, click on Reports -> Audit -> Token. Release track:

Rapid release and Scheduled release

For more information:

Help Center

Note: all launches are applicable to all Google Apps editions unless otherwise noted

whatsnew.googleapps.com
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Geometry Math Library for C++ Game Developers: MathFu

November 13th, 2014 | by Ashleigh Rentz | published in Google Open Source

(Cross-posted with the Google Developers Blog)Today we’re announcing the 1.0 release of MathFu, a cross-platform geometry math library for C++ game developers. MathFu is a C++ math library developed primarily for games focused on simplicity and e…

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Get a deeper view of your iOS app installs

November 13th, 2014 | by Adam Singer | published in Google Analytics

If you use AdMob or other mobile ad networks to drive installs of iOS apps, here’s some good news: iOS install tracking is coming as a Public Beta in a few weeks to all Google Analytics accounts. This detailed view of iOS install campaigns will be avai…

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Laura in the “Lime”light – profile of a 2013 Google Lime Scholar

November 12th, 2014 | by Sarah H | published in Google Student Blog

The Google Lime Scholarship was established in 2009 in partnership with Lime Connect, a nonprofit organization that supports students with disabilities working toward their academic and professional goals in all fields, including computer science.

Today we’re featuring Laura D’Aquila, a senior at MIT and 2013 recipient of the Google Lime Scholarship for Students with Disabilities. Laura is studying Computer Science/Electrical Engineering and Math enjoys playing the viola in MIT’s Symphony Orchestra and playing tennis. We recently caught up with Laura to learn more about her experience as a Google Scholar and intern.

Tell us one fun, outlandish fact about yourself.
I recently took up running as a hobby and ran in the Boston Half Marathon this year for the first time. I had a blast!

In what way(s) has the scholarship had an impact on your studies?
Google recognizing me with the scholarship meant a lot to me. It increased my confidence in my ability to be successful in the computer science field, and the awesome experiences I had at the Google Scholar’s Retreat reinforced the notion that software engineering is the career path for me. I left the Google Scholar’s Retreat feeling very motivated to continue to dedicate myself in my studies so that I can ultimately have a positive impact on others through my work.

What tips would you give to someone when it comes to applying for the scholarship?
I think that the most important thing to get across in your application is that you’re passionate about computer science and that you both have used it and plan on continuing to use it to have a real, positive impact on the world. Show some specific examples about how you’ve taken on leadership positions on a team project, research project, summer internship, etc. and how you’ve worked towards building something useful. The reviewers will give the scholarship to students who’ve been putting their computer science education to good use and have tangible plans to continue to do so. As for your letter writers, choose people who know you well and can attest to both your personal qualities and your technical abilities.

Besides the financial benefit, what else did you gain from the scholarship and Scholars’ Retreat?
The Google Scholar’s Retreat excited me about the company, and by the end of an awesome few days I knew I wanted to come back to Google as an intern the following summer. The retreat provided me with some of the resources that helped make this possible – from the resume reviews to technical interview trainings to general tips for getting through the hiring process.

Another highlight of the Google Scholar’s Retreat was the opportunity to participate in my first hackathon – 24 Hours of Good, a hackathon to benefit various not-for-profit organizations. It was cool to be working alongside the other scholarship recipients on projects that had the potential to have a large impact on other people’s lives. There were plenty of activities, such as yoga and lots of food, to get us through the night, and I got to know other people better while working with them throughout the night.

You also interned at Google this summer. What was the best part of your internship experience? The most challenging?
I had an amazing internship at Google that exceeded even the high expectations I had for it! I woke up every morning excited to begin the day and come to work. Everyone at Google clearly loves what they do, and the environment is very open and collaborative. It’s neat to be working on the cutting edge projects that Google has to offer that are used by people all over the world.

Google places the happiness of its employees first. There’s a lot of fun things to do when you want a break, and breaks are definitely encouraged in order to maximize your overall productivity throughout the day. And you’ll certainly never go hungry working at Google with three delicious meals per day plus snacks!

The most challenging part of working at Google for me was trying to stand out among many other highly intelligent and creative individuals. Google may not be the place to work at if you want to be the best one there. But I ended up loving Google’s environment since it pushed my boundaries and helped me grow. I learned so much being surrounded by some the brightest people in the world, and other Googlers were always willing to impart their knowledge on me.

Do you have any advice for students who are just getting started in computer science?
Follow your dreams and don’t be intimidated! There are a lot of large-scale problems in the world that still need to be solved, and as a computer scientist you’ll have the tools at your disposal to truly have an impact. Always ask yourself if things can be done better, and before you know it you’ll be working towards making that happen.

If you’re interested in learning more about the Google Lime Scholarship and other scholarship opportunities, check them out on our Google for Education page.

Posted by Sarah Safir, Student Development Programs

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Introducing Mobile App Analytics Fundamentals on Analytics Academy

November 12th, 2014 | by Adam Singer | published in Google Analytics

So you’ve built an app? Awesome! But how are you tracking success? Does anyone know about your app? Do you have a good monetization plan?

Today we’re excited to officially announce our newest Analytics Academy course, Mobile App Analytics Fundamentals, designed to help you answer these questions and more.

Whether you’re an app developer or an experienced marketer in the mobile app space, knowing the fundamentals of mobile app measurement can help you improve your app marketing and monetization efforts. In this course, you’ll learn how to identify your most valuable users, how to find more of them, and how to tailor your monetization experience for different groups of users.

How it works

In this free online course, instructor Fontaine Foxworth will lead you through a series of conceptual training videos and interactive exercises to teach you about Mobile App Analytics. Throughout the course, she’ll use an example online gaming app called Go Fish!, which will demonstrate common Analytics use cases and help you apply what you learn to your own mobile app.

After the course opens, you’ll have four weeks to earn a certificate of completion while working alongside a worldwide community of Analytics enthusiasts. In total, the course should take between two to four hours to complete.

Ready to sign up? Register now and join us when the course begins on Tuesday, November 18th.

We look forward to your participation in the course!

Post By: Christina Macholan & The Google Analytics Education Team

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EyeEm Improves User Engagement through Android Design

November 12th, 2014 | by Android Developers | published in Google Android

By Leticia Lago, Google Play team

EyeEm is a global community for photographers that goes beyond sharing photos with friends: photographers can share tips, take part in missions, and sell their photos. To win more customers, a design that best showcases photos from the community is very important for this Berlin-based company.

With the idea of bringing a beautiful, simple experience to their fast growing base of Android users, the team recently embarked on a redesign of their app. Following the Android design principles, they stripped back the UI and simplified navigation. This allowed them to deliver a more streamlined app experience, along with a clean, crisp design that presents photos beautifully. And it paid off. According to Ramzi Rizk, EyeEm co-founder and CTO, “Our new design helped improve user growth and retention across the board, in every single metric we have.”

In the following video, Rizk and colleague Matias Castello, Product Head of Mobile, talk about their experience applying Android design to their app and the improvements in user engagement it has achieved:

Resources to help you with design

To learn more about how to design your apps for Android devices and achieve great user engagement and retention, be sure to check out these resources:

Android Design — all the information you need to understand and implement Android design principles in your app.
Design.Bytes — presented by the Google designers who created Material Design and apps, such as the Google I/O 2014 app, these videos provide a fun and informative introduction to Android design.

Join the discussion on

+Android Developers

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Get the scoop on the Mentoring Organizations for Google Code-in 2014

November 12th, 2014 | by Ashleigh Rentz | published in Google Open Source

We are excited to announce the 12 open source projects that will be acting as mentoring organizations for the Google Code-in 2014 contest that starts December 1st. The contest is designed to introduce 13-17 year old pre-university students to open source software development, giving them the opportunity to take the skills they have been learning in the classroom (or on their own) and apply them to a real software project. These open source projects have experienced mentors available — all have participated in Google Summer of Code in the past with many also participating in previous years of Google Code-in.

Before the contest begins, students should read up on the different mentoring organizations participating this year by clicking on the links below.

Apertium - a platform for making rule-based machine translation systems

BRL-CAD - a computer aided solid modeling system

Copyleft Games Group - promotes players’ rights to create, play, modify, and share games

Drupal – a content management platform

FOSSASIA - a non-profit organization supporting developers and makers of the Free and Open Source community in Asia

Haiku - an operating system, fast and simple, inspired by BeOS

KDE - a powerful graphical desktop environment for Unix-like workstations

Mifos – a non-profit org that brings technology-enabled financial services to the poor

OpenMRS – a medical records system platform for developing countries

Sahana Software Foundation - humanitarian open source disaster management software

Sugar Labs - a learning platform that reinvents how computers are used for primary education

Wikimedia Foundation - MediaWiki and extensions, powering Wikipedia and thousands of collaborative websites

Organizations will provide a list of tasks for students to work on during the contest in the following categories: coding, documentation, user interface, quality assurance, outreach, research, and training. Each task has at least one mentor assigned to it to help students should they have questions.

The mentoring organizations are all busy working on identifying hundreds of tasks for students to chose from when the contest starts on December 1st. This year there are also beginner tasks available for students which are a great way for students to start working with the organizations and get a more complete understanding of the projects right away.

Starting on Monday, December 1st at 17:00 UTC, students that meet the eligibility requirements can register on the Google Code-in contest site and start claiming tasks and earning prizes.

For important contest information please check out the contest site for Contest Rules, Frequently Asked Questions and Important Dates. We have a screencast about the contest available to view on our program site where you can also find flyers and other helpful information including the new Getting Started Guide. You can also join our announcement and discussion lists to talk with other students, mentors and organization administrators about the contest.

Students, join in the fun – Google Code-in starts Monday, December 1st!

By Stephanie Taylor, Open Source Programs

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The World Parks Congress: Using technology to protect our natural environment

November 12th, 2014 | by Research Blog | published in Google Research

Posted by Dave Thau, Developer Advocate for Google Earth Engine and Karin Tuxen-Bettman, Program Manager, Google Earth Outreach

(Cross posted on the Official Google Australia Blog)

This week, thousands of people from more than 160 countries will gather in Sydney for the once-in-a-decade IUCN World Parks Congress to discuss the governance and management of protected areas. The Google Earth Outreach and Google Earth Engine teams will be at the event to showcase exemplars of how technology can help protect our environment.

Here are a few of the workshops and events happening in Sydney this week:

Monday, November 10th – Tuesday, November 11th: Over the last couple of days, the Google Earth Outreach and Earth Engine teams delivered a 2-day hands-on workshop to develop the technical capacity of park managers, researchers, and communities. At this workshop, participants were introduced to Google mapping tools to help them with their conservation programs.
November 13 – 19: Google will be at the Oceans Pavilion inside the World Parks Congress to demonstrate how Trekker, Street View and Open Data Kit on Android mobile devices can assist with parks monitoring and management.
Friday, November 14, 9:30-10:30am: Join a Live Sydney Seahorse Hunt in Sydney Harbour, via Google Hangout, with Catlin Seaview Survey and Sydney Institute of Marine Science. Richard Vevers, Director of the Catlin Seaview Survey, will venture underwater to his favorite dive site and talk with experts about the unique marine life (including seahorses!) that explorers can expect to find around Sydney. Tune in here at 10:30am to catch all the action.
Saturday, November 15th, 8:30am: Networking for nature: the future is cool. Hear about how technology-driven ocean initiatives can help us better understand and strengthen our connection with our natural environments. WPCA-Marine’s plenary session will includes presentations by Sylvia Earle and Mission Blue, Catlin Seaview Survey, Google, Oceana, and SkyTruth. The session will also feature leading young marine professionals Mariasole Bianco and Rebecca Koss.
Saturday, November 15th, 12:15pm: We’ll be hosting a panel discussion on using Global Forest Watch to monitor protected areas in near-real-time. Global Forest Watch is a dynamic online alert system to help park rangers monitor and preserve vast stretches of parkland.
Saturday, November 15th, 1:30 – 3:00pm: At the Biodiversity Pavilion join Walter Jetz from Yale and Dave Thau from Google for a presentation on Google Earth Engine and The Map of Life. The presentation will showcase how Google Earth Engine is being used in a variety of conservations efforts – including monitoring water resources, the health of the world’s forests, and measuring the impact of protected areas on biodiversity preservation. We will also announce a new global resource from The Map of Life for mapping and monitoring biodiverse ecosystems.

We believe that technology can help address some of our world’s most pressing environmental challenges and we look forward to working with Australian conservationists to integrate technology into their work.

You can find us at the Oceans Pavilion inside the World Parks Congress, where we will be joined by our environmental partners including The Jane Goodall Institute, The World Resources Institute and The Map of Life.

We hope to see you at one of our events this week!

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DoubleClick for Publishers back up and running

November 12th, 2014 | by Anish Kattukaran | published in Google DoubleClick

DoubleClick for Publishers experienced an outage this morning impacting publishers globally, across their video, display, native and mobile formats. Our team has worked quickly to fix the software bug and it’s now back up and running, so our publisher partners can return to funding their content.

1/2 – Tks for all the emails. First global DFP outage in many, many years. Our large engineering team jumped on it as soon as we found out.

— Neal Mohan (@nealmohan) November 12, 2014

2/2 – Engineers had it back up in
— Neal Mohan (@nealmohan) November 12, 2014

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Investigathon: Helping investigative journalists access information through the Investigative Dashboard

November 12th, 2014 | by Google Public Policy Blog | published in Google Public Policy

As the old saying goes, “News is something somebody wants to suppress. All the rest is advertising.” We agree: Investigative journalism is a crucial pillar of free societies. That’s why we’re holding an “Investigathon” in New York City to share and practice new ways to make investigations more powerful.

It all starts with data. With the Organized Crime and Corruption Reporting Project, we’ve built the Investigative Dashboard to help investigators trace shell company ownership around the world. At the Investigathon, 100 investigators of all stripes will spend the afternoon learning to use the Dashboard and other datasets to trace Eastern European money laundering activities. So many public records are already available to search, sometimes it’s just a question of knowing how to look.

Data only goes so far without tools. That’s why we’ve also been working with Overview Project to make it easier to sift through huge volumes of business records. The world doesn’t need more isolated platforms, so Overview Project will soon have standardized APIs to integrate directly into the Investigative Dashboard, Visual Investigative Scenarios, and beyond.

Finally, knowledge spreads through personal relationships based on trust, so we’re hoping to play a small role in strengthening the investigative journalism community on the East Coast. When we held our inaugural Investigathon in London, there was so much enthusiasm that Hacks/Hackers, Bellingcat, and OCCRP decided to run six-month series of follow-up workshops and convenings to support the work we started there.

The challenges of investigative journalists are immense, and the forces arranged against them are formidable. But if people are to have free and open access to the truths about their societies, investigators must stay one step ahead of those who would want to suppress that information. We aim to help, one step at a time.

Posted by Justin Kosslyn, Product Manager, Google Ideas

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with DoubleClick: Kia gears up with 30% improvement in CPA

November 12th, 2014 | by Melissa Horwitz | published in Google DoubleClick

This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.

After more than a decade in the market, Kia has more than 200,000 cars on Australian roads. As the traditional path to purchasing cars has shifted toward digital, Kia needed a better way to understand its media mix and optimize its digital campaigns.

One of Kia’s main challenges was that its data was divided among multiple digital marketing platforms, each collecting different information about the same consumer. This made it difficult to understand the buyer’s behavior on the path to purchase. To tackle this problem, Kia and its media agency, Initiative, adopted DoubleClick Digital Marketing to manage all of Kia’s digital marketing efforts across search, display, video, and mobile.

Using one unified platform, the team was able to eliminate the multiple silos of data, remove reporting discrepancies, and develop a holistic view of the Kia customer. “The benefit of using DoubleClick is that we got a single reporting solution across all of our digital platforms,” says Simon Flaxman, Initiative commercial director.

With all data in one place, Kia and Initiative began taking advantage of the DoubleClick attribution tools to help them analyze every step of the customer journey, not just the last click. This allowed them to more accurately credit different publishers, channels, and screens. Using the Attribution Modeling Tool, they began testing various budget scenarios for individual publishers and channels, which was helpful for planning future sales cycles.

Since adopting the DoubleClick Digital Marketing platform, Kia has reduced its CPA by 30%. Today, Kia is focused on “winning in the middle” of the sales funnel, and doesn’t just look at the last click. It has the tools in place to accurately measure and gain insights into all of its digital activity, in real-time, on a single platform.

To learn more about Kia’s approach and results, watch the video below and check out the full case study here.

You can stay on top of new updates by subscribing to our newsletter and following us on Google+ and Twitter.

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