Google Data » Scott Brown https://googledata.org Everything Google: News, Products, Services, Content, Culture Fri, 03 Apr 2015 17:53:28 +0000 en-US hourly 1 http://wordpress.org/?v=4.1.1 thinkDoubleClick: Connecting digital, accelerating growth https://googledata.org/uncategorized/thinkdoubleclick-connecting-digital-accelerating-growth/ https://googledata.org/uncategorized/thinkdoubleclick-connecting-digital-accelerating-growth/#comments Tue, 04 Jun 2013 15:45:00 +0000 https://googledata.org/?guid=5d4dc0f6755eabf454ba179f9953b189 This morning, I’ll be kicking off thinkDoubleClick, our annual industry event where we discuss the future of digital media. At this same event last year, we unveiled DoubleClick Digital Marketing, the unified platform we’re building to help advertisers and agencies manage the entire breadth of their digital marketing efforts.

Our goal with this year’s event is to take a deeper look at how digital helps us forge deeper connections within organizations, with our partners and with consumers. We also have several exciting pieces of news to share about investments that will help our advertiser and publisher partners make the most of these connections.



Connect your business

At the core of of digital media is its ability to build connections, and we’ve seen that it can be incredibly valuable in helping our partners connect across their business, offering a holistic picture of how all their marketing efforts work together. This was the vision behind DoubleClick Digital Marketing, and today we’re making two key improvements:
  • A new DFA: DoubleClick Campaign Manager. We’re excited to announce a brand new version of DFA, which we are calling DoubleClick Campaign Manager. In the biggest upgrade to our core ad server in the 15 years since its inception, DoubleClick Campaign Manager completely re-imagines the ad management and ad serving process. DoubleClick Campaign Manager will be available to all advertisers globally in the coming months. 
  • DoubleClick goes social. Today’s digital platforms play a critical role in helping marketers adapt to constantly evolving formats and channels. Today, social is a good example of that; it has changed the way we communicate, share and interact. And not just with our loved ones -- 80% of consumers say social interactions with brands influence their purchase decisions. It’s why we acquired Wildfire last year, and today, we’re happy to announce that we’re taking steps to integrate Wildfire into the DoubleClick platform. Now, marketers can address a critical part of the customer journey, and do it alongside search, display, rich media, video and mobile as part of the broader DoubleClick Digital Marketing platform. This is just the beginning of how we’re incorporating Wildfire’s technology. There are more exciting things to come in this area.
Connect with your partners

Technology is also about connecting you with your partners - bringing buyers and sellers together at scale. We’re introducing a few new ways to make this happen as well: 

  • Shared sales with YouTube in DoubleClick for Publishers. For our publisher partners, we’re hearing that video, and YouTube in particular, is becoming an increasingly important part of your selling strategy. But when you have a partner like YouTube that is also selling this inventory, we’ve heard that the process of booking these shared sales was incredibly cumbersome. So I have some news: in the coming months, we're introducing a new feature called Cross-Sell in DoubleClick for Publishers, to automatically and easily manage joint sales for our YouTube partners. Our goal is to let your sales team work hand-in-hand with ours to maximize every sales opportunity and to give you extra time to focus on your advertiser relationships. 
  • Making native native... to DoubleClick. Recently, “native formats” have emerged as an important new model. They provide new types of brand experiences, like sponsored stories, that are unique to each publisher. We want to support formats like this that connect advertisers and publishers in a meaningful way, while also creating real value for users. We're already testing this capabilities with a handful of publishers and will be looking to expand in the coming months. Our goal is to make this technology seamless for publishers who want to have flexibility in implementing native formats and making the most of them on their properties. 
  • Making a viewable standard a reality with Active View. To help publishers tap into the accelerating brand opportunity, we’re focused on unlocking new ways of measurement with the rollout of Active View in our core publisher products: DoubleClick for Publishers, AdSense and the DoubleClick Ad Exchange. Publishers using these products will be able to measure what inventory is viewable. In early tests, we’ve found that Active View can help uncover “gold below the fold.” Click-through rates double for viewable inventory below the fold - in other words, users that are engaged with the content are also engaging with the ads. Active View complements our other investments in making digital an effective medium for brand marketers and their awareness-building campaigns, like Lightbox ads and TrueView in AdMob and games. These efforts appear to be paying off for brand advertisers: we saw a 65 percent increase last quarter alone in the number of brand advertisers using our brand formats and buying tools. We think these investments will be mutually beneficial for publishers, their advertiser partners, as well as users. 
Connect with consumers

The third (and in my mind most important) type of connection that digital helps create, though, is with consumers. As you all know, we are now living in a multi-screen world. Consumers are effortlessly shifting from screen to screen. In fact research has found that 90% of multiple device owners switch between screens to complete tasks. We’re investing in helping advertisers and publishers connect with them across screens as well:
  • Google Web Designer. To help advertisers and publishers more seamlessly unlock the potential of cross-device programs, we are investing in a new HTML5 creative development tool - Google Web Designer. Available in the coming months, Google Web Designer will empower creative professionals to create cutting-edge advertising as well as engaging web content like sites and applications - for free. Google Web Designer will be seamlessly integrated with DoubleClick Studio and AdMob, greatly simplifying the process of building HTML5 creative that can be served through Google platforms.



No other medium builds connections like digital - it’s one of the reasons I remain so bullish on this industry. But digital is not just a medium. It’s the bedrock which enables connections between advertisers and publishers, within our own organizations, as well as brands and consumers. That’s why we’ll continue to invest in helping build these connections - between re-imagined creative tools, reinvented measurement solutions, and revamped ad buying platforms - that will accelerate and propel digital advertising into a $200 billion industry that funds and supports great content.

And this is just some of what we’ll be discussing today at thinkDoubleClick, I encourage you to tune in to our live stream to check out the entire program running from 9 am to 12:30 PDT today.

Posted by Neal Mohan, Vice President, Display Advertising
]]> This morning, I’ll be kicking off thinkDoubleClick, our annual industry event where we discuss the future of digital media. At this same event last year, we unveiled DoubleClick Digital Marketing, the unified platform we’re building to help advertisers and agencies manage the entire breadth of their digital marketing efforts.

Our goal with this year’s event is to take a deeper look at how digital helps us forge deeper connections within organizations, with our partners and with consumers. We also have several exciting pieces of news to share about investments that will help our advertiser and publisher partners make the most of these connections.



Connect your business

At the core of of digital media is its ability to build connections, and we’ve seen that it can be incredibly valuable in helping our partners connect across their business, offering a holistic picture of how all their marketing efforts work together. This was the vision behind DoubleClick Digital Marketing, and today we’re making two key improvements:
  • A new DFA: DoubleClick Campaign Manager. We’re excited to announce a brand new version of DFA, which we are calling DoubleClick Campaign Manager. In the biggest upgrade to our core ad server in the 15 years since its inception, DoubleClick Campaign Manager completely re-imagines the ad management and ad serving process. DoubleClick Campaign Manager will be available to all advertisers globally in the coming months. 
  • DoubleClick goes social. Today’s digital platforms play a critical role in helping marketers adapt to constantly evolving formats and channels. Today, social is a good example of that; it has changed the way we communicate, share and interact. And not just with our loved ones -- 80% of consumers say social interactions with brands influence their purchase decisions. It’s why we acquired Wildfire last year, and today, we’re happy to announce that we’re taking steps to integrate Wildfire into the DoubleClick platform. Now, marketers can address a critical part of the customer journey, and do it alongside search, display, rich media, video and mobile as part of the broader DoubleClick Digital Marketing platform. This is just the beginning of how we’re incorporating Wildfire’s technology. There are more exciting things to come in this area.
Connect with your partners

Technology is also about connecting you with your partners - bringing buyers and sellers together at scale. We’re introducing a few new ways to make this happen as well: 

  • Shared sales with YouTube in DoubleClick for Publishers. For our publisher partners, we’re hearing that video, and YouTube in particular, is becoming an increasingly important part of your selling strategy. But when you have a partner like YouTube that is also selling this inventory, we’ve heard that the process of booking these shared sales was incredibly cumbersome. So I have some news: in the coming months, we're introducing a new feature called Cross-Sell in DoubleClick for Publishers, to automatically and easily manage joint sales for our YouTube partners. Our goal is to let your sales team work hand-in-hand with ours to maximize every sales opportunity and to give you extra time to focus on your advertiser relationships. 
  • Making native native... to DoubleClick. Recently, “native formats” have emerged as an important new model. They provide new types of brand experiences, like sponsored stories, that are unique to each publisher. We want to support formats like this that connect advertisers and publishers in a meaningful way, while also creating real value for users. We're already testing this capabilities with a handful of publishers and will be looking to expand in the coming months. Our goal is to make this technology seamless for publishers who want to have flexibility in implementing native formats and making the most of them on their properties. 
  • Making a viewable standard a reality with Active View. To help publishers tap into the accelerating brand opportunity, we’re focused on unlocking new ways of measurement with the rollout of Active View in our core publisher products: DoubleClick for Publishers, AdSense and the DoubleClick Ad Exchange. Publishers using these products will be able to measure what inventory is viewable. In early tests, we’ve found that Active View can help uncover “gold below the fold.” Click-through rates double for viewable inventory below the fold - in other words, users that are engaged with the content are also engaging with the ads. Active View complements our other investments in making digital an effective medium for brand marketers and their awareness-building campaigns, like Lightbox ads and TrueView in AdMob and games. These efforts appear to be paying off for brand advertisers: we saw a 65 percent increase last quarter alone in the number of brand advertisers using our brand formats and buying tools. We think these investments will be mutually beneficial for publishers, their advertiser partners, as well as users. 
Connect with consumers

The third (and in my mind most important) type of connection that digital helps create, though, is with consumers. As you all know, we are now living in a multi-screen world. Consumers are effortlessly shifting from screen to screen. In fact research has found that 90% of multiple device owners switch between screens to complete tasks. We’re investing in helping advertisers and publishers connect with them across screens as well:
  • Google Web Designer. To help advertisers and publishers more seamlessly unlock the potential of cross-device programs, we are investing in a new HTML5 creative development tool - Google Web Designer. Available in the coming months, Google Web Designer will empower creative professionals to create cutting-edge advertising as well as engaging web content like sites and applications - for free. Google Web Designer will be seamlessly integrated with DoubleClick Studio and AdMob, greatly simplifying the process of building HTML5 creative that can be served through Google platforms.



No other medium builds connections like digital - it’s one of the reasons I remain so bullish on this industry. But digital is not just a medium. It’s the bedrock which enables connections between advertisers and publishers, within our own organizations, as well as brands and consumers. That’s why we’ll continue to invest in helping build these connections - between re-imagined creative tools, reinvented measurement solutions, and revamped ad buying platforms - that will accelerate and propel digital advertising into a $200 billion industry that funds and supports great content.

And this is just some of what we’ll be discussing today at thinkDoubleClick, I encourage you to tune in to our live stream to check out the entire program running from 9 am to 12:30 PDT today.

Posted by Neal Mohan, Vice President, Display Advertising
]]> https://googledata.org/uncategorized/thinkdoubleclick-connecting-digital-accelerating-growth/feed/ 0 What’s on Neal Mohan’s Mind for thinkDoubleClick? Social, Native Formats and More https://googledata.org/uncategorized/whats-on-neal-mohans-mind-for-thinkdoubleclick-social-native-formats-and-more-2/ https://googledata.org/uncategorized/whats-on-neal-mohans-mind-for-thinkdoubleclick-social-native-formats-and-more-2/#comments Thu, 30 May 2013 17:29:00 +0000 https://googledata.org/?guid=84a523d18b9c43d2cc086bd9bd2a966e
Ahead of our thinkDoubleClick digital advertising summit on June 4th, we caught up with Neal Mohan, Google’s Vice President of Display Advertising, to hear what’s on his mind heading into the conference.

The theme for thinkDoubleClick this year is “Connect & Accelerate.” Why did that resonate with you?
I get asked all the time why I'm so bullish about the future of digital media. It's a long answer, but if I had to boil it down, it comes down to two things. First, I think there’s a $200 billion opportunity as brand spend shifts online that I think will help grow the pie for everyone. Second, digital has an unparalleled ability to connect the things that will help marketers and publishers address that opportunity - their businesses, their partners and their customers. We'll be talking about this at the conference, as well as how technology can help accelerate our partners’ growth.

What discussions are you looking forward to at thinkDoubleClick?
I’m looking forward to some honest conversations about brand-building in today’s connected world, how marketers are re-thinking their marketing mix, and how publishers are embracing new models, like native formats.

We really hope that people walk away from this event with actionable insights from our fantastic lineup of speakers featuring Coca Cola’s Wendy Clark, Omnicom Digital’s Jonathan Nelson, and CBS Interactive’s Jim Lanzone.

Will there be any announcements?
I’m not going to give away too much, but I think what might surprise people is that we’ll be talking about social’s role in the customer journey, as well as the growing importance of native formats to our publisher partners at a level of detail we haven’t to date. I hope everyone tunes in next week to learn more.

thinkDoubleClick is being live-streamed publicly on June 4th from 9am - 12:30pm PDT.  If you haven’t done so already, you can register here.
]]>
Ahead of our thinkDoubleClick digital advertising summit on June 4th, we caught up with Neal Mohan, Google’s Vice President of Display Advertising, to hear what’s on his mind heading into the conference.

The theme for thinkDoubleClick this year is “Connect & Accelerate.” Why did that resonate with you?
I get asked all the time why I'm so bullish about the future of digital media. It's a long answer, but if I had to boil it down, it comes down to two things. First, I think there’s a $200 billion opportunity as brand spend shifts online that I think will help grow the pie for everyone. Second, digital has an unparalleled ability to connect the things that will help marketers and publishers address that opportunity - their businesses, their partners and their customers. We'll be talking about this at the conference, as well as how technology can help accelerate our partners’ growth.

What discussions are you looking forward to at thinkDoubleClick?
I’m looking forward to some honest conversations about brand-building in today’s connected world, how marketers are re-thinking their marketing mix, and how publishers are embracing new models, like native formats.

We really hope that people walk away from this event with actionable insights from our fantastic lineup of speakers featuring Coca Cola’s Wendy Clark, Omnicom Digital’s Jonathan Nelson, and CBS Interactive’s Jim Lanzone.

Will there be any announcements?
I’m not going to give away too much, but I think what might surprise people is that we’ll be talking about social’s role in the customer journey, as well as the growing importance of native formats to our publisher partners at a level of detail we haven’t to date. I hope everyone tunes in next week to learn more.

thinkDoubleClick is being live-streamed publicly on June 4th from 9am - 12:30pm PDT.  If you haven’t done so already, you can register here.
]]> https://googledata.org/uncategorized/whats-on-neal-mohans-mind-for-thinkdoubleclick-social-native-formats-and-more-2/feed/ 0 Explore the Future of Digital Marketing with Google and Industry Executives on June 4th https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-with-google-and-industry-executives-on-june-4th/ https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-with-google-and-industry-executives-on-june-4th/#comments Tue, 21 May 2013 16:30:00 +0000 https://googledata.org/?guid=99b0d2d1c0e4e97dd6388dc03d931087 On Tuesday, June 4th we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!


Hear executives from advertising, agencies and publishers discuss some of the big questions in digital such as:

  • How do creatives leverage, but not be overwhelmed by, technology to deliver next-generation consumer experiences?
  • What unique experiences are publishers developing that add value to consumers and advertisers alike?
  • How do CMOs best use social with other marketing channels to build strong brands?  


The full agenda for the thinkDoubleClick event is listed below.  You can join in the conversation on June 4 by using the #thinkDCLK hash and commenting during the live stream at www.youtube.com/doubleclick.


Register here for the thinkDoubleClick summit

June 4, 2013

9 am - 12:15 PDT


9:00 - 9:30 am
Connecting Digital, Accelerating Growth
9:30 - 10:00 am
The Coca-Cola Company's Liquid & Linked Marketing: How a 127-year-old company is pivoting for success in a real-time, socially-connected world

The Coca-Cola Company sells over 500 brands in 207 countries, with over 700,000 System associates and 1.8B+ servings of their beverages everyday.  Hear insights and lessons learned on how the world's most valuable brand is remaining relevant by becoming more connected, transparent and nimble in real-time.

10:00 - 10:35 am
Advertisers Must be Inventors

This year, Volkswagen and Deutsch LA partnered with Google to work on a briefto re-imagine how to build a stronger, bigger community around its brand.  In today’s connected world, telling stories alone isn’t enough; we need to create tangible value and utility to bring the brand’s promise to life. In this session the creative team from Deutsch LA will be talking about the process for developing more rewarding and shareable experience.

10:35 - 11:15 am
Time to Rethink the Marketing Mix?
Emerging trends in digital marketing -- including new ad formats, the rise of social media, and proliferation of channels -- are creating new challenges and opportunities for brand marketers. What are the key trends marketers should be concerned about -- and how should they respond? AdAge deputy editor Michael Learmonth poses the hard questions in an executive dialogue on what’s next for
brand marketing.

Fireside chat with:
11:15 am -
12: 15 pm
New and Native: Extending the Conversation
Technology has had a profound impact on the media industry. This disruption, though, has brought along significant opportunities for creative publishers to thrive. In this session we’re bringing in three executives to show how they’ve leveraged the digital revolution to deliver more engaging content and differentiated solutions to advertisers.


We look forward to seeing you on June 4th at thinkDoubleClick.]]> On Tuesday, June 4th we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!


Hear executives from advertising, agencies and publishers discuss some of the big questions in digital such as:

  • How do creatives leverage, but not be overwhelmed by, technology to deliver next-generation consumer experiences?
  • What unique experiences are publishers developing that add value to consumers and advertisers alike?
  • How do CMOs best use social with other marketing channels to build strong brands?  


The full agenda for the thinkDoubleClick event is listed below.  You can join in the conversation on June 4 by using the #thinkDCLK hash and commenting during the live stream at www.youtube.com/doubleclick.


Register here for the thinkDoubleClick summit

June 4, 2013

9 am - 12:15 PDT


9:00 - 9:30 am
Connecting Digital, Accelerating Growth
9:30 - 10:00 am
The Coca-Cola Company's Liquid & Linked Marketing: How a 127-year-old company is pivoting for success in a real-time, socially-connected world

The Coca-Cola Company sells over 500 brands in 207 countries, with over 700,000 System associates and 1.8B+ servings of their beverages everyday.  Hear insights and lessons learned on how the world's most valuable brand is remaining relevant by becoming more connected, transparent and nimble in real-time.

10:00 - 10:35 am
Advertisers Must be Inventors

This year, Volkswagen and Deutsch LA partnered with Google to work on a briefto re-imagine how to build a stronger, bigger community around its brand.  In today’s connected world, telling stories alone isn’t enough; we need to create tangible value and utility to bring the brand’s promise to life. In this session the creative team from Deutsch LA will be talking about the process for developing more rewarding and shareable experience.

10:35 - 11:15 am
Time to Rethink the Marketing Mix?
Emerging trends in digital marketing -- including new ad formats, the rise of social media, and proliferation of channels -- are creating new challenges and opportunities for brand marketers. What are the key trends marketers should be concerned about -- and how should they respond? AdAge deputy editor Michael Learmonth poses the hard questions in an executive dialogue on what’s next for
brand marketing.

Fireside chat with:
11:15 am -
12: 15 pm
New and Native: Extending the Conversation
Technology has had a profound impact on the media industry. This disruption, though, has brought along significant opportunities for creative publishers to thrive. In this session we’re bringing in three executives to show how they’ve leveraged the digital revolution to deliver more engaging content and differentiated solutions to advertisers.


We look forward to seeing you on June 4th at thinkDoubleClick.]]> https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-with-google-and-industry-executives-on-june-4th/feed/ 0 Explore the Future of Digital Marketing on June 4th with Google and Industry Executives https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-on-june-4th-with-google-and-industry-executives/ https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-on-june-4th-with-google-and-industry-executives/#comments Tue, 21 May 2013 11:00:00 +0000 https://googledata.org/?guid=3c569d8077839253a2af0ccf04c34085
On Tuesday, June 4th we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!


Hear executives from advertising, agencies and publishers discuss some of the big questions in digital such as:
  • How do creatives leverage, but not be overwhelmed by, technology to deliver next-generation consumer experiences?
  • What unique experiences are publishers developing that add value to consumers and advertisers alike?
  • How do CMOs best use social with other marketing channels to build strong brands?  

The full agenda for the thinkDoubleClick event is listed below.  You can join in the conversation on June 4 by using the #thinkDCLK hash and commenting during the live stream at www.youtube.com/doubleclick.

Register here for the thinkDoubleClick summit
June 4, 2013
9 am - 12:15 PDT


9:00 - 9:30 am
Connecting Digital, Accelerating Growth
9:30 - 10:00 am
The Coca-Cola Company's Liquid & Linked Marketing: How a 127-year-old company is pivoting for success in a real-time, socially-connected world

The Coca-Cola Company sells over 500 brands in 207 countries, with over 700,000 System associates and 1.8B+ servings of their beverages everyday.  Hear insights and lessons learned on how the world's most valuable brand is remaining relevant by becoming more connected, transparent and nimble in real-time.

10:00 - 10:35 am
Advertisers Must be Inventors

This year, Volkswagen and Deutsch LA partnered with Google to work on a briefto re-imagine how to build a stronger, bigger community around its brand.  In today’s connected world, telling stories alone isn’t enough; we need to create tangible value and utility to bring the brand’s promise to life. In this session the creative team from Deutsch LA will be talking about the process for developing more rewarding and shareable experience.

10:35 - 11:15 am
Time to Rethink the Marketing Mix?
Emerging trends in digital marketing -- including new ad formats, the rise of social media, and proliferation of channels -- are creating new challenges and opportunities for brand marketers. What are the key trends marketers should be concerned about -- and how should they respond? AdAge deputy editor Michael Learmonth poses the hard questions in an executive dialogue on what’s next for
brand marketing.

Fireside chat with:
11:15 am -
12: 15 pm
New and Native: Extending the Conversation
Technology has had a profound impact on the media industry. This disruption, though, has brought along significant opportunities for creative publishers to thrive. In this session we’re bringing in three executives to show how they’ve leveraged the digital revolution to deliver more engaging content and differentiated solutions to advertisers.






We look forward to seeing you on June 4th at thinkDoubleClick.]]>
On Tuesday, June 4th we’ll host our annual digital leadership summit, thinkDoubleClick, with provocative conversations about the future of digital marketing and media, and you’re invited to join via live stream by registering here!


Hear executives from advertising, agencies and publishers discuss some of the big questions in digital such as:
  • How do creatives leverage, but not be overwhelmed by, technology to deliver next-generation consumer experiences?
  • What unique experiences are publishers developing that add value to consumers and advertisers alike?
  • How do CMOs best use social with other marketing channels to build strong brands?  

The full agenda for the thinkDoubleClick event is listed below.  You can join in the conversation on June 4 by using the #thinkDCLK hash and commenting during the live stream at www.youtube.com/doubleclick.

Register here for the thinkDoubleClick summit
June 4, 2013
9 am - 12:15 PDT


9:00 - 9:30 am
Connecting Digital, Accelerating Growth
9:30 - 10:00 am
The Coca-Cola Company's Liquid & Linked Marketing: How a 127-year-old company is pivoting for success in a real-time, socially-connected world

The Coca-Cola Company sells over 500 brands in 207 countries, with over 700,000 System associates and 1.8B+ servings of their beverages everyday.  Hear insights and lessons learned on how the world's most valuable brand is remaining relevant by becoming more connected, transparent and nimble in real-time.

10:00 - 10:35 am
Advertisers Must be Inventors

This year, Volkswagen and Deutsch LA partnered with Google to work on a briefto re-imagine how to build a stronger, bigger community around its brand.  In today’s connected world, telling stories alone isn’t enough; we need to create tangible value and utility to bring the brand’s promise to life. In this session the creative team from Deutsch LA will be talking about the process for developing more rewarding and shareable experience.

10:35 - 11:15 am
Time to Rethink the Marketing Mix?
Emerging trends in digital marketing -- including new ad formats, the rise of social media, and proliferation of channels -- are creating new challenges and opportunities for brand marketers. What are the key trends marketers should be concerned about -- and how should they respond? AdAge deputy editor Michael Learmonth poses the hard questions in an executive dialogue on what’s next for
brand marketing.

Fireside chat with:
11:15 am -
12: 15 pm
New and Native: Extending the Conversation
Technology has had a profound impact on the media industry. This disruption, though, has brought along significant opportunities for creative publishers to thrive. In this session we’re bringing in three executives to show how they’ve leveraged the digital revolution to deliver more engaging content and differentiated solutions to advertisers.






We look forward to seeing you on June 4th at thinkDoubleClick.]]> https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-on-june-4th-with-google-and-industry-executives/feed/ 0 Explore the future of digital marketing at thinkDoubleClick, June 4th https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-at-thinkdoubleclick-june-4th/ https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-at-thinkdoubleclick-june-4th/#comments Thu, 09 May 2013 11:30:00 +0000 https://googledata.org/?guid=804dc236a57b49a49965b0335df77511
What’s the future of digital media and marketing? How are CMOs thinking about leveraging digital to reach and engage audiences? What marketing channels are proving most effective in building brands digitally - paid, owned or earned?

These are some of the questions executives from across the digital marketing ecosystem will address at thinkDoubleClick, Google’s annual discussion on the state of digital.

Register now to join the event livestream on June 4th, 9:00 AM - Noon Pacific. Registration enables you to participate in the conversation, and ask speakers and panelists your questions with #thinkDCLK.

thinkDoubleClick 2013 speakers include:

We look forward to seeing you on June 4th!

Missed last year’s event? It’s not too late to catch up with the videos below.


Posted by Scott Brown, Product Marketing Manager, DoubleClick


]]>
What’s the future of digital media and marketing? How are CMOs thinking about leveraging digital to reach and engage audiences? What marketing channels are proving most effective in building brands digitally - paid, owned or earned?

These are some of the questions executives from across the digital marketing ecosystem will address at thinkDoubleClick, Google’s annual discussion on the state of digital.

Register now to join the event livestream on June 4th, 9:00 AM - Noon Pacific. Registration enables you to participate in the conversation, and ask speakers and panelists your questions with #thinkDCLK.

thinkDoubleClick 2013 speakers include:

We look forward to seeing you on June 4th!

Missed last year’s event? It’s not too late to catch up with the videos below.


Posted by Scott Brown, Product Marketing Manager, DoubleClick


]]> https://googledata.org/uncategorized/explore-the-future-of-digital-marketing-at-thinkdoubleclick-june-4th/feed/ 0 Introducing “The Customer Journey to Online Purchase" — interactive insights on multi-channel marketing https://googledata.org/uncategorized/introducing-the-customer-journey-to-online-purchase-interactive-insights-on-multi-channel-marketing-2/ https://googledata.org/uncategorized/introducing-the-customer-journey-to-online-purchase-interactive-insights-on-multi-channel-marketing-2/#comments Thu, 25 Apr 2013 18:14:00 +0000 https://googledata.org/?guid=774eb260510a755b466988f1878f9aa9 Cross posted from the Google Analytics blog.  Enjoy!

Savvy marketers understand that you don’t always seal the deal with a single message, image, or advertisement. A user may see a display ad, click on a link from a friend, or do a search before buying something from your website — and all of these interactions can play a role in the final sale. It’s important to understand the entire customer journey so you can measure all of the elements that contribute to your campaigns, attribute the right value to them, and adjust your marketing budgets where appropriate.

That’s the philosophy behind Google Analytics tools like Multi-Channel Funnels and Attribution Modeling. Tens of thousands of our largest advertisers are gaining valuable insights from Multi-Channel Funnels every month, and we’ve collected these insights using aggregate statistics to develop a benchmarking tool — The Customer Journey to Online Purchase. This interactive tool lets you explore typical online buying behavior and see how different marketing interactions affect business success.


The tool draws on Ecommerce and Multi-Channel Funnels data from over 36,000 Google Analytics clients that authorized sharing, including millions of purchases across 11 industries in 7 countries. Purchase paths in this tool are each based on interactions with a single ecommerce advertiser.

You’ll find benchmark data for:
  • how different marketing channels (such as display, search, email, and your own website) help move users towards purchases. For example, some marketing channels play an “assist” role during the earlier stages of the marketing funnel, whereas some play a “last interaction” role just before a sale.
  • how long it takes for customers to make a purchase online (from the first time they interact with your marketing to the moment they actually buy something), and how the length of this journey affects average order values.

Channel Roles in the Customer Journey
The data shows that every industry is different — the path to purchase for hotel rooms in Japan is not necessarily the same as the path as for an online supermarket in Canada.

A few findings stand out, in particular:
  • As you might expect, customers typically click on display ads early in their purchase journeys, but in some industries, such as US travel and auto, display clicks tend to occur closer to the purchase decision.
  • Across industries and countries, paid search has a fairly even assist-to-last interaction ratio, implying that this channel can act both in the earlier and later stages of the customer journey.

Advanced tip:
  • Once you’ve explored the benchmarks, look deeper into your own marketing data with the Multi-Channel Funnel reports, and consider defining your channels and campaigns to separate out categories that are specific to your business needs.

Purchase values and the length of the journey
We also see interesting patterns emerge when examining the length of the customer journey. While the majority of purchases take place within a single day or a single step (i.e., a single interaction with one marketing channel), longer paths tend to correlate with higher average order values. 

For example,
  • in US Tech, online purchases that take more than 28 days are worth about 3.5 times more than purchases that occur immediately. And while 61% of tech purchases take place on that first day, only 53% of revenue comes from single-day purchases.
  • in Consumer Packaged Goods (CPG), on the other hand, most purchases (82%) are quick, likely because these are smaller and simpler purchases that don’t require much research.
  • in Edu / Gov, 41% of revenue comes from multi-day purchases, but 60% of revenue comes from multi-step purchases — suggesting that even when customers make decisions in a relatively short time period, they often have multiple marketing interactions before purchasing.

Advanced tip:
  • In Multi-Channel Funnels or the Attribution Modeling Tool, you can adjust the lookback window to reflect the typical length of the purchase path in your industry. For example, if your business tends to have shorter paths, you can zoom in on paths that take 5 days or less:

Putting the benchmarks to work
For marketers, it’s always a crucial challenge to design campaigns that deliver the right message at the right moment in a customer’s journey to purchase. We hope these benchmarks will provide useful insights about the journey and help you put your business into context. In particular, take a look at the final infographic, the “Benchmarks Dashboard,” to get a quick overview of your industry. Then, when you view your own data in the Multi-Channel Funnels reports in Google Analytics, you’ll gain a better understanding of where different channels impact your conversions and what your typical path looks like, so you can adjust your budgeting and marketing programs accordingly.

Try The Customer Journey to Online Purchase today on Google’s new Think Insights website.

Happy analyzing!

Posted by Paul Muret, Director of Engineering, Google Analytics
]]> Cross posted from the Google Analytics blog.  Enjoy!

Savvy marketers understand that you don’t always seal the deal with a single message, image, or advertisement. A user may see a display ad, click on a link from a friend, or do a search before buying something from your website — and all of these interactions can play a role in the final sale. It’s important to understand the entire customer journey so you can measure all of the elements that contribute to your campaigns, attribute the right value to them, and adjust your marketing budgets where appropriate.

That’s the philosophy behind Google Analytics tools like Multi-Channel Funnels and Attribution Modeling. Tens of thousands of our largest advertisers are gaining valuable insights from Multi-Channel Funnels every month, and we’ve collected these insights using aggregate statistics to develop a benchmarking tool — The Customer Journey to Online Purchase. This interactive tool lets you explore typical online buying behavior and see how different marketing interactions affect business success.


The tool draws on Ecommerce and Multi-Channel Funnels data from over 36,000 Google Analytics clients that authorized sharing, including millions of purchases across 11 industries in 7 countries. Purchase paths in this tool are each based on interactions with a single ecommerce advertiser.

You’ll find benchmark data for:
  • how different marketing channels (such as display, search, email, and your own website) help move users towards purchases. For example, some marketing channels play an “assist” role during the earlier stages of the marketing funnel, whereas some play a “last interaction” role just before a sale.
  • how long it takes for customers to make a purchase online (from the first time they interact with your marketing to the moment they actually buy something), and how the length of this journey affects average order values.

Channel Roles in the Customer Journey
The data shows that every industry is different — the path to purchase for hotel rooms in Japan is not necessarily the same as the path as for an online supermarket in Canada.

A few findings stand out, in particular:
  • As you might expect, customers typically click on display ads early in their purchase journeys, but in some industries, such as US travel and auto, display clicks tend to occur closer to the purchase decision.
  • Across industries and countries, paid search has a fairly even assist-to-last interaction ratio, implying that this channel can act both in the earlier and later stages of the customer journey.

Advanced tip:
  • Once you’ve explored the benchmarks, look deeper into your own marketing data with the Multi-Channel Funnel reports, and consider defining your channels and campaigns to separate out categories that are specific to your business needs.

Purchase values and the length of the journey
We also see interesting patterns emerge when examining the length of the customer journey. While the majority of purchases take place within a single day or a single step (i.e., a single interaction with one marketing channel), longer paths tend to correlate with higher average order values. 

For example,
  • in US Tech, online purchases that take more than 28 days are worth about 3.5 times more than purchases that occur immediately. And while 61% of tech purchases take place on that first day, only 53% of revenue comes from single-day purchases.
  • in Consumer Packaged Goods (CPG), on the other hand, most purchases (82%) are quick, likely because these are smaller and simpler purchases that don’t require much research.
  • in Edu / Gov, 41% of revenue comes from multi-day purchases, but 60% of revenue comes from multi-step purchases — suggesting that even when customers make decisions in a relatively short time period, they often have multiple marketing interactions before purchasing.

Advanced tip:
  • In Multi-Channel Funnels or the Attribution Modeling Tool, you can adjust the lookback window to reflect the typical length of the purchase path in your industry. For example, if your business tends to have shorter paths, you can zoom in on paths that take 5 days or less:

Putting the benchmarks to work
For marketers, it’s always a crucial challenge to design campaigns that deliver the right message at the right moment in a customer’s journey to purchase. We hope these benchmarks will provide useful insights about the journey and help you put your business into context. In particular, take a look at the final infographic, the “Benchmarks Dashboard,” to get a quick overview of your industry. Then, when you view your own data in the Multi-Channel Funnels reports in Google Analytics, you’ll gain a better understanding of where different channels impact your conversions and what your typical path looks like, so you can adjust your budgeting and marketing programs accordingly.

Try The Customer Journey to Online Purchase today on Google’s new Think Insights website.

Happy analyzing!

Posted by Paul Muret, Director of Engineering, Google Analytics
]]> https://googledata.org/uncategorized/introducing-the-customer-journey-to-online-purchase-interactive-insights-on-multi-channel-marketing-2/feed/ 0 Integrated Platform Enables Mindshare to Deliver Better Insights, Faster for Clients https://googledata.org/google-analytics/integrated-platform-enables-mindshare-to-deliver-better-insights-faster-for-clients/ https://googledata.org/google-analytics/integrated-platform-enables-mindshare-to-deliver-better-insights-faster-for-clients/#comments Sat, 16 Feb 2013 00:01:00 +0000 https://googledata.org/?guid=7f95419082b8de6fd2a3f1883dad88a9 Mindshare, a global media network and digital agency, recently deployed DoubleClick Digital Marketing (DDM) components to service several of their client accounts.  

We caught up with Danny Huynh, managing director of digital and client leadership at Mindshare, to find out more about their experience with DDM.  

What led you to look at the DoubleClick platform?
We’re platform agnostic at Mindshare, and are constantly evaluating technology solutions to identify what works best for a particular client.

Early in 2012, one of our retail clients wanted to drive deeper consumer insights with Google Analytics, as well as, enhance the overall performance of their campaigns. The integrated DDM stack had just been unveiled, and it made sense for us to explore the synergies this platform could unlock. 

You eventually deployed DoubleClick Search, DFA, Invite Media and Google Analytics for the client.  What was the deciding factor in selecting these components?
An important factor was that these were tied into Google Analytics and the single cookie view across the DoubleClick stack.  We knew these data would help us understand the complete consumer journey including all the various interactions and touch points -- whether that’s through a search ad, a display ad from a brand campaign, or part of a remarketing effort.

How was the deployment process for these new platforms?
Look, you need a platform that is accurate and reliable, but that only gets you so far; the brains and effort it take to set up the platform is really the key to success.

In the past, we’ve always had a sales team and a technical team to interact with.  In this instance our everyday contacts were also super knowledgeable about all of the behind-the-scenes stuff.  So when we do have a problem, they take care of it.

You’re going to be sharing more of your experiences with tech platforms next week in a webinar featuring Joanna O’Connell of Forrester Research.  What kind of advice would you have for others about their use of tech platforms?
Be careful to not use technology to optimize your brand out of consideration.  Today’s consumer journey is no longer a funnel.  It’s complex, with different zigzags of consideration and reconsideration.  As a marketer, you need to paint the full picture of how the digital channels interact and how each drives a sale -- whether an immediate conversion or not.

It can be tough to convince a client to do that if they’re a pure performance marketer, but if you’re a brand marketer, you need that strong foundation, have the plumbing in place, so that you can see how it all works within an integrated media plan.

At Mindshare, we call that approach “adaptive marketing” where we use fast-moving data to refine our approach over time to make sure we’re driving the results our clients want.

Register here for the Navigating the Road to the Consolidated Buying Platform webinar with guest Joanna O’Connell of Forrester Research, and Danny Huynh.

Posted by Scott Brown, Product Marketing]]> Mindshare, a global media network and digital agency, recently deployed DoubleClick Digital Marketing (DDM) components to service several of their client accounts.  

We caught up with Danny Huynh, managing director of digital and client leadership at Mindshare, to find out more about their experience with DDM.  

What led you to look at the DoubleClick platform?
We’re platform agnostic at Mindshare, and are constantly evaluating technology solutions to identify what works best for a particular client.

Early in 2012, one of our retail clients wanted to drive deeper consumer insights with Google Analytics, as well as, enhance the overall performance of their campaigns. The integrated DDM stack had just been unveiled, and it made sense for us to explore the synergies this platform could unlock. 

You eventually deployed DoubleClick Search, DFA, Invite Media and Google Analytics for the client.  What was the deciding factor in selecting these components?
An important factor was that these were tied into Google Analytics and the single cookie view across the DoubleClick stack.  We knew these data would help us understand the complete consumer journey including all the various interactions and touch points -- whether that’s through a search ad, a display ad from a brand campaign, or part of a remarketing effort.

How was the deployment process for these new platforms?
Look, you need a platform that is accurate and reliable, but that only gets you so far; the brains and effort it take to set up the platform is really the key to success.

In the past, we’ve always had a sales team and a technical team to interact with.  In this instance our everyday contacts were also super knowledgeable about all of the behind-the-scenes stuff.  So when we do have a problem, they take care of it.

You’re going to be sharing more of your experiences with tech platforms next week in a webinar featuring Joanna O’Connell of Forrester Research.  What kind of advice would you have for others about their use of tech platforms?
Be careful to not use technology to optimize your brand out of consideration.  Today’s consumer journey is no longer a funnel.  It’s complex, with different zigzags of consideration and reconsideration.  As a marketer, you need to paint the full picture of how the digital channels interact and how each drives a sale -- whether an immediate conversion or not.

It can be tough to convince a client to do that if they’re a pure performance marketer, but if you’re a brand marketer, you need that strong foundation, have the plumbing in place, so that you can see how it all works within an integrated media plan.

At Mindshare, we call that approach “adaptive marketing” where we use fast-moving data to refine our approach over time to make sure we’re driving the results our clients want.

Register here for the Navigating the Road to the Consolidated Buying Platform webinar with guest Joanna O’Connell of Forrester Research, and Danny Huynh.

Posted by Scott Brown, Product Marketing]]> https://googledata.org/google-analytics/integrated-platform-enables-mindshare-to-deliver-better-insights-faster-for-clients/feed/ 0 Build Team Expertise Using DFA Personal Trainer https://googledata.org/google-doubleclick/build-team-expertise-using-dfa-personal-trainer/ https://googledata.org/google-doubleclick/build-team-expertise-using-dfa-personal-trainer/#comments Thu, 03 Jan 2013 12:00:00 +0000 https://googledata.org/?guid=2ab3df955d37887104dd4071256ef0e1 Is your team making the most of the features that we release? Are they prepared to be leaders in the eyes of clients and vendors alike when questions issues arise? Do they have the tools they need? Now, your answer can be yes.

Recently, we released DFA Personal Trainer for Advanced Users. This fun, interactive program is designed to turn experienced DFA users into true power users.

It includes:
  • Introduction to advanced features and troubleshooting techniques
  • Interactive scenarios (and suggested solutions) that users are likely to encounter
  • A multiple choice final test that knowledge of important concepts
  • Introductions to brand new features such as DFA Verification and Multi-Channel Funnels
  • A personalized certificate of completion once the user has completed the program

Sign your team up today.

How does DFA Personal Trainer for Advanced Users fit into our other offerings?
DFA Personal Trainer for Advanced Users is a perfect follow up to DFA Basics for Traffickers. This interactive course puts the user in the role of a new hire at an ad agency, creating a foundation for deeper understanding of DFA and online ad serving.  

What Constitutes an ‘Advanced User?’
Anyone that has completed DFA Basics for Traffickers and all those who’ve been working in DFA for 6 months or more. The program is also great for supervisors who want to get a sense of common issues to look out for and advanced features to leverage.

What can Managers do to Encourage Participation?
As a manager, the key is to make time for the program and to reward completion.

Motivate your team
  • Have your senior-level sponsor email your staff to encourage participation.
  • Underscore the importance of expertise during career conversations.
  • Develop a way to publicly acknowledge those who complete the program successfully.

Help your team to make time for the program
  • Find ways to lighten their load while they’re going through the program.
  • Put reminders on participants’ calendars.

Enable your team to help each other
  • Schedule a recurring weekly meeting for those who are participating (make the meeting fun!).
  • Lead the team in reviewing the content and solving the scenarios and quiz questions.
  • Assign training buddies, pair someone more experienced with someone more junior.

Track their progress
  • Ask each person to keep you updated on their progress when they’ve completed each step of the
]]> Is your team making the most of the features that we release? Are they prepared to be leaders in the eyes of clients and vendors alike when questions issues arise? Do they have the tools they need? Now, your answer can be yes.

Recently, we released DFA Personal Trainer for Advanced Users. This fun, interactive program is designed to turn experienced DFA users into true power users.

It includes:
  • Introduction to advanced features and troubleshooting techniques
  • Interactive scenarios (and suggested solutions) that users are likely to encounter
  • A multiple choice final test that knowledge of important concepts
  • Introductions to brand new features such as DFA Verification and Multi-Channel Funnels
  • A personalized certificate of completion once the user has completed the program

Sign your team up today.

How does DFA Personal Trainer for Advanced Users fit into our other offerings?
DFA Personal Trainer for Advanced Users is a perfect follow up to DFA Basics for Traffickers. This interactive course puts the user in the role of a new hire at an ad agency, creating a foundation for deeper understanding of DFA and online ad serving.  

What Constitutes an ‘Advanced User?’
Anyone that has completed DFA Basics for Traffickers and all those who’ve been working in DFA for 6 months or more. The program is also great for supervisors who want to get a sense of common issues to look out for and advanced features to leverage.

What can Managers do to Encourage Participation?
As a manager, the key is to make time for the program and to reward completion.

Motivate your team
  • Have your senior-level sponsor email your staff to encourage participation.
  • Underscore the importance of expertise during career conversations.
  • Develop a way to publicly acknowledge those who complete the program successfully.

Help your team to make time for the program
  • Find ways to lighten their load while they’re going through the program.
  • Put reminders on participants’ calendars.

Enable your team to help each other
  • Schedule a recurring weekly meeting for those who are participating (make the meeting fun!).
  • Lead the team in reviewing the content and solving the scenarios and quiz questions.
  • Assign training buddies, pair someone more experienced with someone more junior.

Track their progress
  • Ask each person to keep you updated on their progress when they’ve completed each step of the
]]> https://googledata.org/google-doubleclick/build-team-expertise-using-dfa-personal-trainer/feed/ 0 Google Tag Manager: Video and Q&A https://googledata.org/google-analytics/google-tag-manager-video-and-qa-3/ https://googledata.org/google-analytics/google-tag-manager-video-and-qa-3/#comments Wed, 28 Nov 2012 00:44:00 +0000 https://googledata.org/?guid=3a94e9d8c115c026e2d5db55cfd03533 Have you ever struggled with implementing new marketing and measurement tools on your website? For many people, deploying data collection “tags” (like conversion tracking, remarketing, audience reporting and analytics) can take weeks or months. Worse, the tag implementation is often incorrect, meaning you’re missing out on valuable information about your site and its users.

It doesn’t need to be difficult. We recently held a webinar to introduce users to Google Tag Manager, a free tool that helps marketers and IT departments manage their marketing and measurement tags quickly and easily. Watch the video here to learn more about:
  • Overall benefits and features of using Google Tag Manager
  • A quick demonstration of how to deploy a new tracking tag
  • Tips for getting your company started with Google Tag Manager



In addition to this webinar, we’ll be hosting a technical webinar in January to help new users through the nuts and bolts of installing Google Tag Manager (with lots of concrete examples). Stay tuned -- we’ll share registration information in a future blog post, or you can check back on the Learn with Google webinar site.

Read on for responses to some of the top questions we received during the webinar.

Questions and Answers

Where can I find out more about the core concepts described in the webinar?
To learn more about the Google Tag Manager management interface, please visit our Help Center -- you may want to start with our Before you Begin article. There you can find more information about key concepts like Tags, Rules, and Macros. For developers interested in how to implement Google Tag Manager, please visit our developer documentation. Or if you’d like help with implementation, you can contact one of our Partners. You can also ask questions (and find responses to questions from others) on the Google Tag Manager product forum.

What happens to historical data if we move to Google Tag Manager?
All of your historical data should be preserved when you move to Google Tag Manager. Google Tag Manager only changes the way that tags are deployed and managed on your site, it does not change the way data is collected.

How would you migrate a tag?
Follow these steps to migrate tags -- whether it’s a single tag or all the tags on your site. If you’re just getting started, take a look at our Before you Begin article.
  • Create a Google Tag Manager Account and a Container associated with that account.
  • Install that Container code snippet on every page of your website (so that it appears immediately after the opening <body> tag). The container should be empty.
  • Map your site - thinking about what data you want to collect, what events you want to track, and which tags you want to use to track that data. You should think about where your current tags are implemented, but now is a great time to rethink your overall data collection goals and start fresh.
  • (Optional) If you would like to make use of the Data Layer functionality, create a data layer on the pages where you wish to pass information or fire tags
  • Create Tags, Rules and Macros within the Google Tag Manager interface according to the map you just created. Make sure to apply the correct Rules to your Tags to make sure they fire in the right place.
  • Test the changes you’ve made in Google Tag Manager using debug and preview mode.
  • Then push a version of your site live that has removed the hard-coded tags from within the page. At this time, also Publish your changes using the Publishing feature of Google Tag Manager, which pushes the changes live to the site.
For more precise details on these steps, read our developer documents about migration.

Can you add tags to events or buttons?
Definitely! In order to use Google Tag Manager to fire tags on events and buttons, follow these steps (for more detail, read our developer document on event handlers):
  • On your page, proactively add the dataLayer.push({ ‘event’: ‘myEventName’}) to the event handlers for all events and buttons you might want to track.
  • Create a new rule where “event equals myEventName”.
  • Associate this rule with any tag you’d like to fire when the specified event happens.
Can hard-coded tags and tag manager co-exist? Do I have to remove my other tracking tags?
We strongly recommend that you completely migrate all your tags, so you can take advantage of the benefits of managing and updating those tags within Google Tag Manager. However, if a full migration seems too hard, you can use Google Tag Manager in parallel with hard-coded tags. Some of our users use Google Tag Manager to only manage adding new tags.

If you choose to do a partial migration to Google Tag Manager, you need to be very careful to make sure you don’t accidentally start double-counting your tags. If you decided to deploy a tag via Google Tag Manager, make sure that you don’t have a version of the same tag firing on the same page.

Can you build your own custom tag templates? And how do I become a recognized Tag Vendor within Google Tag Manager?
Custom Tag templates within Google Tag Manager allow you to copy/paste any HTML or Image tags directly into Google Tag Manager and fire it based on your predefined rules and macros. To turn it into a template, use the {{macro_name}} syntax to populate the tag code with dynamic values. We will also do a syntax check to ensure that when you copy your 3rd party tag, it will fire as intended.

If you’re interested in having your tag added to the list of predefined templates, apply to become a Tag Vendor within Google Tag Manager by completing this interest form.

How does this work with Google Analytics? How do you do things like track pageview and track event within Google Analytics?
Google Tag Manager is a convenient way to correctly deploy Google Analytics across your site. To use Google Analytics within Google Tag Manager, simply create a Tag with the Google Analytics tag template. You can select the “Track Type” as either a pageview, an event, or a transaction.

Make sure you have some version of the Google Analytics tag firing across all pages on your site. A good way to do this would be to have a basic tag firing on all pages, but blocking on pages where your more customized tags are firing (like the thank you page where you’d be firing a specialized transaction tag type).

Can the Google Tag Manager snippet be placed in <head>? How about in my footer?
The recommended best practice is to have the Google Tag Manager snippet at the top of the <body> to maximize data collection, but some clients may find it easier to implement the Container snippet elsewhere in the in the page, like the footer.

Do not place the Google Tag Manager snippet in <head> (for the IT folks: this is because there is an iframe in the <noscript> case, which can have unpredictable results in some browsers).

No matter where you install the container snippet, you will need to make sure that this snippet of code is on every page of their site. Google Tag Manager will still work if you only deploy it on part of your site, but Google Tag Manager’s rule based system will only work on pages where the snippet is deployed. For more details, read our developer documents.

Does Google Tag Manager replace Doubleclick Floodlight?
No, Google Tag Manager does not replace Floodlight -- they are complementary. Floodlight is a conversion pixel for DoubleClick products (Floodlight tags can now be deployed within Google Tag Manager), and Google Tag Manager is a tag management system or “container tag” for multiple tagging technologies. Floodlight has previously been used by some users as a container tag as well, but moving forward, Google Tag Manager is a way to deploy all tracking technology.

You also have the ability to pass custom floodlight variables through Google Tag Manager into Floodlight, through the Data Layer. For more information, please review the material in the Developers Guide.

We hope this webinar and this blog post will help you as you get started with Google Tag Manager, and we look forward to seeing you at our technical webinar in January. (Registration details coming soon).

Posted by Laura Holmes, Product Manager, Google Tag Manager]]> https://googledata.org/google-analytics/google-tag-manager-video-and-qa-3/feed/ 0 Google Tag Manager: Webinar, GoPro case study, and product updates https://googledata.org/google-doubleclick/google-tag-manager-webinar-gopro-case-study-and-product-updates-3/ https://googledata.org/google-doubleclick/google-tag-manager-webinar-gopro-case-study-and-product-updates-3/#comments Fri, 09 Nov 2012 04:11:00 +0000 https://googledata.org/?guid=b9d4dc904b1fd1bff176c0406f6e9532 Just over a month ago, we launched Google Tag Manager, a free tool that makes it easy for marketers to add and update website tags—including conversion tracking, site analytics, remarketing and more—with just a few clicks. Since then, we’ve released the product in 35 languages, we’ve added new tagging capabilities for Google Analytics, and we’ve been hard at work building more enhancements.

To help you get the most out of Google Tag Manager, we’ve scheduled a webinar next week with Product Manager Laura Holmes to walk through the tool and go over implementation basics:

Webinar: Getting Started with Google Tag Manager
Date: Tuesday, November 13, 2012
Time: 10am PST / 1pm EST / 6pm GMT
Register: goo.gl/YTulu

We’ve also been hearing great feedback from our users, including GoPro, the world’s leader in wearable and gear-mountable cameras and digital devices. With the growing popularity of GoPro products and accompanying complexity of their digital marketing activities, GoPro found itself with dozens of tags measuring countless engagement activities across its web properties. It was critical to find a way to implement and maintain marketing tags that would scale with the marketing organization. Analytics Pros, a Google Analytics Certified Partner and Google Tag Manager specialist, led a comprehensive migration to Google Tag Manager -- and GoPro stakeholders were delighted with the results:


“Google Tag Manager centralizes our tags into a single location that gives our marketing and analytics teams the flexibility to make tagging updates within minutes without burdening IT.”
- Lee Topar, Director of Online Marketing, GoPro
Download the full case study.

We hope you’ll join us at the webinar next Tuesday the 13th. If you’re not able to attend, we’ll be posting a recording of the webinar about a week afterwards here on the blog and on YouTube, and you can also read more about Google Tag Manager on the website or the help center.

Posted by Sara Jablon Moked, Product Marketing Manager]]> https://googledata.org/google-doubleclick/google-tag-manager-webinar-gopro-case-study-and-product-updates-3/feed/ 0 Digital marketing made (much) easier: Introducing Google Tag Manager https://googledata.org/google-analytics/digital-marketing-made-much-easier-introducing-google-tag-manager/ https://googledata.org/google-analytics/digital-marketing-made-much-easier-introducing-google-tag-manager/#comments Mon, 01 Oct 2012 16:00:00 +0000 https://googledata.org/?guid=46240a9c77709b2c6f33b50b206ba18a
Originally posted to the Google Analytics blog

Over the past few years, we’ve seen massive improvements in digital marketing sophistication and capabilities. Today there’s a rich suite of tools allowing marketers to gain better insights, reach audiences in new ways, and develop improved marketing campaigns so users have better web experiences. Yet many modern marketing tools—like web analytics, conversion tracking, remarketing, and more—depend on adding "tags" to your website.

Website tags help enable today’s sophisticated digital marketing technologies
Tags are tiny bits of website code can help provide useful insights, but they can also cause challenges. Too many tags can make sites slow and clunky; incorrectly applied tags can distort your measurement; and it can be time-consuming for the IT department or webmaster team to add new tags—leading to lost time, lost data, and lost conversions.

We’ve been hard at work to help take the pain out of tagging for everyone. That’s why today, we’re announcing our first release of Google Tag Manager. We’re launching globally in English, and the product will soon be available in many other languages.

Google Tag Manager is a free tool that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface. You can add and update your own tags, with just a few clicks, whenever you want, without bugging the IT folks or rewriting site code. It gives marketers greater flexibility, and lets webmasters focus on other important tasks. Take a quick look at how easy it is to set up an account and manage your tags:


Google Tag Manager is built to handle your tagging needs, and it works with Google and non-Google website tags. We’ve packed in lots of great features, including:
  • Asynchronous tag loading—so your tags can fire faster without getting in each other's way, and without slowing down the user-visible part of the page
  • Easy-to-use tag templates, so marketers can quickly add tags with our web interface, as well as support for custom tags
  • Error-prevention tools like Preview mode (so you can see proposed changes before implementing them), the Debug Console, and Version History to ensure that new tags won’t break your site
  • User permissions and multi-account functionality to make it easy for large teams and agencies and clients to work together with appropriate levels of access
  • Plus we have exciting plans to add great new features over the next several months

We’re also happy to announce our tag vendor program: If your company provides tag technology and you’d like Google Tag Manager to include a template for your tag, please contact us here to become a tag vendor.

Dozens of companies have already begun using Google Tag Manager and have seen great results. Ameet Arurkar, Director of Search Engine Marketing at QuinStreet, reports:
“Google Tag Manager took one big chunk of time out of the tagging process. What took 2 weeks now takes less than a day—sometimes just hours. We, the campaign managers, now make the call on which tags to use, and we can implement the tags ourselves.”

“Google Tag Manager just makes business sense. Why would we want to manually add hundreds of tags for our pages?”


Setting up Google Tag Manager is quick and easy—you create an account, add one snippet of code to your site, then start managing tags. If you want more help, contact a Google Certified Partner—they’ve been carefully vetted and meet rigorous qualification standards.

Get started today at www.google.com/tagmanager.

Posted by Laura Holmes, Product Manager, Google Tag Manager

]]> https://googledata.org/google-analytics/digital-marketing-made-much-easier-introducing-google-tag-manager/feed/ 0 Constantly innovating: the DoubleClick Digital Marketing platform https://googledata.org/google-doubleclick/constantly-innovating-the-doubleclick-digital-marketing-platform/ https://googledata.org/google-doubleclick/constantly-innovating-the-doubleclick-digital-marketing-platform/#comments Wed, 19 Sep 2012 12:00:00 +0000 https://googledata.org/?guid=193b1167f0ff3158b607545d54eec162 Earlier this summer we announced we were bringing together DoubleClick’s advertising technology products into the DoubleClick Digital Marketing (DDM) platform for advertisers and agencies.  

Over the coming months we’ll be giving you regular updates on this journey as we launch upgrades of the DoubleClick products, implement cross-product integrations, and deliver innovative, new features within the individual products.

We’ve had a busy summer, and are excited to share the following details:

  • Platforms upgrades -  An important first step to delivering on the vision of DDM is upgrading the individual DoubleClick products to take advantage of Google’s technology. Today we’re highlighting the progress we’ve made upgrading two platforms: DoubleClick Bid Manager and DoubleClick Studio.

DoubleClick Bid Manager -- Google acquired the Invite Media demand-side platform in 2010, and since then we have completely rebuilt the platform.  We announced during the summer that Bid Manager was going into beta and now, with a notable volume of traffic flowing through the system, we’ll be making this new version available to all customers in October.  Customers using the new Bid Manager to target, optimize, and buy display media have seen improved performance, including seeing 16% more inventory due to infrastructure improvements that reduce our latency with exchanges.

DoubleClick Studio version 2 -- We have also upgraded our rich media production tool, DoubleClick Studio, which facilitates a streamlined workflow between media and creative agencies for the web’s most engaging ad formats. Almost 80% of creative agencies using DoubleClick Studio have already transitioned to the new version, which delivers a faster and more responsive UI and integrated dynamic content capabilities.

Upgrading the individual platforms also gives us the opportunity to make sure that they work better together to unlock even more opportunities for our customers.

  • Streamlining cross-product interactions:  When we asked leading agencies and advertisers how much time their staff could save by working in an integrated ad platform, they estimated they could save about a third of hours spent per week -- or about an extra month every year each team member could invest in other activities -- just by reducing manual processes and working in a single system.

With the DoubleClick Bid Manager upgrade and its integration with DDM, buyers can now access cross-channel opportunities that are only available through a unified system.  For example,  we’re excited to announce the ability for agencies and marketers using DoubleClick Search to show consumers display ads via DoubleClick Bid Manager based on their interactions with paid search ads. Marketers have struggled to coordinate their search and display marketing efforts, and this new integration makes it easier, with no new site tags and no new products to learn.  

Another subtle step toward cross-product interaction is the rollout this week of a new universal navigation bar and application switcher for users of DoubleClick Search, DoubleClick Bid Manager and DoubleClick Studio. While a simple change, we believe this new UI will facilitate seamless switching between DoubleClick products, saving time for marketers who are using our platform to manage their campaigns across multiple channels.   

  • Innovation across the platform:  In addition to integrating our platforms, we are continuing to invest in our existing products.  As an example of this, we’re excited to announce the launch later this month of Attribution Modeling in Multi-Channel Funnels in DoubleClick for Advertisers.

Advertisers use a variety of channels, messages and ads to engage customers. Determining which of these efforts is most effective in converting customers can be difficult (see related post here).  Attribution analysis can help identify what is driving customers, but until recently it’s only been practical for the most sophisticated advertisers.  By the end of September, we’re making attribution modeling available to anyone using DFA -- for free.

Some benefits of this approach include:

  1. Ready to use data -- the attribution modeling data will live within DFA, so there’s no delay between when you want to run an analysis, and when you can actually start.
  2. Flexible, customizable, transparent models -- you can take advantage of five standard attribution models in DFA, or build your own custom model tailored to the needs of your business
  3. It’s free -- no need to build your own system for this kind of analysis. We’re giving it to you as part of DFA, with your data loaded and ready to go.

We're rapidly delivering on our vision for a fully integrated experience and common workflows across DoubleClick solutions -- from ad serving to buying and analytics.  We’re excited to be on this journey with our customers and believe that by delivering an integrated experience, we can help the industry truly unlock the full potential of digital marketing. Stay tuned for more updates, there’s a lot more to come!

Posted by: Jason Miller
]]> https://googledata.org/google-doubleclick/constantly-innovating-the-doubleclick-digital-marketing-platform/feed/ 0 Some Changes to DoubleClick Ad Planner https://googledata.org/google-doubleclick/some-changes-to-doubleclick-ad-planner-2/ https://googledata.org/google-doubleclick/some-changes-to-doubleclick-ad-planner-2/#comments Mon, 27 Aug 2012 15:37:00 +0000 https://googledata.org/?guid=385c2b8b5f99e3f2d1e693016e6c1c18
We are constantly evaluating our products to make sure that we are investing in tools that create the most value for our customers. Sometimes this requires making some changes...as we will be with DoubleClick Ad Planner. Starting on September 5, 2012, DoubleClick Ad Planner will become a tool dedicated to researching placements across the 2 million sites comprising the Google Display Network. Our goal will be to make this a best-in-class planning product for the GDN. It will also get a new name: the Google Display Network Ad Planner.

In order to maintain the highest level of quality planning data and to invest in new functionality, we will also need to discontinue some existing features. You will start to see, for example, that certain filters and demographic data will no longer be available in Ad Planner.

Next Steps
  • Please visit our Ad Planner Help Center for a full list of changes.
  • If there is any data or media plans that you will need after this change that will no longer be available, please export and save them before September 5th.

Thanks for your support and understanding as we continue to focus on developing new monetization features for publishers and advertisers.

Posted by Vincent Lacey, Product Manager
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