google partners masterclass melbourne presentation

Welcome to Masterclass 2017

Every month, in Australia & New Zealand, Google drives tens of millions of direct connections

between businesses & their customers

Snowy’s

Many reasons to celebrate our great 2017 together

Today's agenda and logistics

12:00PM Registration, lunch and demos

12:45PM Welcome Rebecca Mason & Jean Magalhaes

12:55PM From a mobile-first, to an AI-first world Aisling Finch

1:20PM Optimisation and Automation Dave Booth

2:30PM Break and demos

3:00PM Measurement and Attribution Dave Booth

4:05PM Agency of the Future Martin Curtis

5:00PM Day Recap and closing remarks Rebecca Mason & Jean Magalhaes

5:10PM Networking, drinks and demos

#Masterclass2017

Marketing Director Google AU/NZ

Aisling Finch

From a mobile-first, to an AI-first world

Why AI and ML in Masterclass?

Definition

AI (artificial intelligence) - science of making things smart, to a point they can perform sophisticated tasks, such as play Go, or recognise the content in a given photo.

ML (Machine Learning) - is a technique to develop AI. ML is all about learning from examples, and getting computers to do something without being explicitly programmed to do so

01

01Why AI-first?

02Meet the Assistant

01Why AI-first?

Helping us with everyday problems

01

Machine Learning is already improving many of our products

Search Search ranking

Speech recognition

Play App recommendations

Game developer experience

Gmail Smart reply

Spam classification

Drive Intelligence in Apps

Chrome Search by image

Maps Parsing local search

Translate Text, graphic and speech

translation

Cardboard Smart stitching

Photos Photos search

Assistant Smart connections

across products

YouTube Video recommendations

Better thumbnails

Android Keyboard & speech input

01

…and solving old problems

01

Data Centres energy efficiency

01

Breast Cancer diagnosis

Biopsy Slide Ground Truth (from pathologist)

Model Prediction

01

01 02Meet the Assistant

Why AI-first?

02Meet the

Assistant

Assistant: connection between features across our products

02

Google’s speech recognition technology now has a 4.9% word error rate*

July 2016 Oct 2016 Dec 2016 Current

8.5%

6.8%6.1%

4.9%

Source: Emil Protalinski, @EPRO, May 17, 2017

*US English only

02

We’re living in a world of moments

02

Thank you

Do you have a question about today’s content? Participate in the live Q&A using Sli.do

Step 1: Visit https://www.sli.do/

Step 2: Enter event code #Masterclass17

Step 3: Submit your questions / upvote existing ones

Three questions will be answered at the end of each presentation

https://www.sli.do/

Founding and Senior Partner Cardinal Path

Dave Booth

Optimisation & Automation

Aligning expectations

Things that will kill you while swimming/ surfing/ otherwise in the water

Things that will kill you

P. Sherman 42 Wallaby Way, Sydney, NSW

AI, ML, DL, GDTLAs

The heavy-lifting task of optimising for performance

Are you making the best use of

your time?

Are you driving the best results

possible?

Are you operating in the most

profitable way?

The two elements of optimisation we’ll cover in this section

BiddingCreatives0201

Creatives01

The art of showing generic ads to hyper targeted audiences

“

01

of consumers who own multiple devices switch between screens to complete a task.

90%

more likely to be influenced by targeted digital ads.

2x

sources consulted before making a purchase.

10+

Consumer journey is more complex than ever

Source: https://www.thinkwithgoogle.com/research-studies/mobile-path-to-purchase-5-key-findings.html | https://www.thinkwithgoogle.com/articles/shift-to-constant-connectivity.html | https://www.sociomantic.com/wp-content/uploads/2013/11/What-Consumers-Want-Infographic-Sociomantic-Labs-EN-global.png 01

https://www.thinkwithgoogle.com/research-studies/mobile-path-to-purchase-5-key-findings.html

https://www.thinkwithgoogle.com/articles/shift-to-constant-connectivity.html

https://www.thinkwithgoogle.com/articles/shift-to-constant-connectivity.html

https://www.sociomantic.com/wp-content/uploads/2013/11/What-Consumers-Want-Infographic-Sociomantic-Labs-EN-global.png

Consumers want information that is relevant to their moment based on their:

Time Device

Location Interest

Intent

Tailoring ads at scale

01

01

Optimised Ad Rotation

Tailored messages

01


Creative success

Tailored messages

01


Different people & contexts ask for different ads

01

3.5Bsearches happen

on Google each day

Ad 3

Ad 2

Ad Group 1

Ad 1

Device

Time

Geo

Device

Time

Geo

Device

Time

Geo

Ad groups with 3 or more high-quality ads may receive up to 15% more clicks or conversions* vs. ad groups with only 1 or 2 ads.

01

Show the right message to the right person

Ad 3Ad 1 Ad 2

*Source: Google Internal Data. When you rotate your ads to optimize for clicks or conversions. This will vary by client, business type, among other factors, and Google cannot guarantee this or any uplift.

01

A practical example

*Source: Google Internal Data. When you rotate your ads to optimize for clicks or conversions. This will vary by client, business type, among other factors, and Google cannot guarantee this or any uplift.

Ad 3

(It’s probably too late)

Ad 1

Forgetful packing

incident?

Ad 2

Forgetful morning dresser?

Ad 3

Optimisation Ad Rotation

01

Optimise ad rotation to show your most relevant ad

*Source: Google Internal Data. This will vary by client and business type, among other factors and Google cannot guarantee this or any uplift.

+5%more clicks & conversions*

Improve quality & traffic

Both optimise settings positively impact

quality score & CTR

Ads using either optimise setting tend to accrue

more conversions

Increase conversions

Simplify campaign management

Let AdWords automatically serve the most relevant ad

with no additional effort required

01

Tailored messages

01

Dynamic Search Ads (old but gold)

01

of searches are unique

15% How can we optimise and plan for things that haven’t happened yet?

Use Dynamic Search Ads to capture relevant queries

Compared with their keyword performance, for the median advertiser, DSA targeting generates...

01

CPCs CPAs

35% lower

Clicks CTRs

...and on average 86% of Dynamic Search Ads traffic is incremental

30% lower

30% higher

30% more

Best practices reminder

01

1. Website structure

2. Exclusions

3. Monitor the machine!

01

Ad Customisers (new feature)

01

2011

01

Feed based creatives for everyone

Customise your ads at scale to every context: keyword, time, device & user location.

01

Ad customisers

Tailor your ad to the keyword, ad group or campaign

01

Ad Buy some dinosaur meat. example.com Starting at $49. Won’t spoil for another 325 years!

Ad Buy some drop bear meat. example.com Starting at $1.99. Won’t spoil for another 15 days!

Eat a dinosaur

Drop bears

Example

Ad Buy some MYSTICAL_CREATURE_NAME meat. example.com Starting at COST. Won’t spoil for another COUNTDOWN!

Feed example for keyword ad customisation

01

Note: You can also use “Target Keyword text” and “Target Keyword Match type”, instead of “Target Keyword”

Tailor your ad to the time of day/ device

Ad Got the Monday am commute blues? example.com Eat some unicorn and sparkle. Free shipping on orders above $65.

Ad Host a hoop snake BBQ example.com No plans for the weekend? BBQ some hoop snake! 20% off BBQ1.

Ad Chupacabra breakfast tacos? example.com You bet! 10% off fresh chupacabra meat. Just add guac & salsa.

Friday

Laptop

Monday

Mobile

Any day, AM

Any

01

Feed example for device / time ad customisation

01

01

Approach ResultsGoals

- Increased overall CTR by 32%

- Grew CTR in second-highest volume-producing ad group by 113%

- Successfully created and tested ads at the customer level

- Used Ad Customisers to create timely and accurate ads

- Tested ad copy with specific audience segments

- Engage customers with relevant, real-time messages throughout the purchase journey

- Efficiently update ad creative in different ad segments

Count down to an event

01

Ad Valentine’s day romantic gifts example.com/valentine Fun activities for couples on sale now! Hurry! Deal expires in COUNTDOWN.

Example

Ad Valentine’s day romantic gifts example.com/valentine Fun activities for couples on sale now! Hurry! Deal expires in 5 Days.

Feb 9

3:00pm

Feb 14

9:00am

Feb 9

5:40pm

Ad Valentine’s day romantic gifts example.com/valentine Fun activities for couples on sale now! Hurry! Deal expires in 9 Hours.

Ad Valentine’s day romantic gifts example.com/valentine Fun activities for couples on sale now! Hurry! Deal expires in 20 minutes.

Ad Buy some dinosaur meat. example.com Starting at $49. Won’t spoil for another 325 years!

Countdown widget in AdWords

01

01

Approach ResultsGoals- 8.7% increase in conversion rate at

the end of flash sale

- 3% increase in CTR on their ad text

- 8.3% increase in customer spending per site visit

- Implemented the countdown function with Google’s countdown widget

- Dynamically showed customers the days, hours, or minutes left until end of sale

- Drive quality traffic to website

- Create urgency to promote flash sale

- Encourage customers to convert quickly

Let’s look at data!

01

Customise ads to the user location of interest

01

Location of interest detected Texas, ‘Merica

Ad Drink without a worry in DESTINATION example.com PRODUCT for DESTINATION people, starting at PRICE!

Customise ads to the user location of interest

01

Ad Drink without a worry in Texas example.com Drinking holsters for Texas people, starting at $10!

“drinking in Texas”

Ad Drink without a worry in California example.com Sunscreen flasks for California people, starting at $5!

“help me. just please help me.”

Location of interest detected Texas, ‘Merica

Location of interest detected California, USA

Ad Drink without a worry in DESTINATION example.com PRODUCT for DESTINATION people, starting at PRICE!

Feed example for geo ad customisation

01

Schedule your feed uploads

01

Tips / best practices

01

1. You cannot pause customisers But you can pause ads that use them or remove associated data

2. If you remove a data set You can’t “re-start” by uploading a new data set with the same name Better to edit your data to keep customisers running

3. Get creative!

BiddingCreatives0201

Bidding02

Automation opens up big possibilities

02Source: *BCG Study ‘Cutting Complexity, Adding Value’, 2013, link

Monday Tuesday Wednesday Thursday Friday

is strategic

20% 80% of time spent is dealing with manual, less strategic tasks

https://doubleclick-advertisers.googleblog.com/2013/05/cutting-complexity-adding-value-unified.html

02

(not thatmany)

conversions

Millionsof variables

x =

The complexity of the task at hand…

Keywords Topics In-market Affinities

x All your clients!

TimeHour Day

Week Month

Weekday

LocationRadius

Post code DMA

Region Country

DeviceMobile

Desktop Tablet

AudiencePage visitors

Cart abandoners Loyal shoppers

Who’s your audience anyway?

02

AdWords Smart Bidding: Auction-powered technology


Advanced machine learning that drives informed, accurate

bidding decisions

Unparalleled optimisation frequency and precision that adjusts bids for every auction

Rich set of auction-time signals used to capture contextual relevance for

every unique search


010101010101010101010101010101010101010101010101010101010

010101010101010101010101010101010101010

0101010101010101010101010101010101

010101010101010101010101010

101010101010101010101

010101010101010

101010101

010


Advanced machine learning

Keyword

Many search queries

Across auctions and search contexts

Unique insight into every auction, computing data at the search query level

W

W MZ Q


Rich set of auction-time signals

02

Location

Remarketing list

Every user search is different and bids for each query should reflect the unique contextual signals present at auction-time.

Bid

Combinations between

2 or more signals

Search partner

Actual query

Language

AppOS Browser Ad creative

Noon EST

Smartphone

Signals available with bid adjustments

Exclusive signals for AdWords Smart Bidding

02

Example, on the keyword buy new toaster|

Example of signals our algorithm will optimise against:

Language settings

Location

Time Browser

Operating system

CVR

4.0%CVR

2.0%

vs.

Finding the right keyword bid is hard. Keyword bids are not right for all audiences.

Smart Bidding use case

Smart Bidding

02

Flexibility Efficiency Transparency Testing Attribution

01 02 03 04 05

02

Revenue

Conversions/sales

Website click

Visibility

Campaign Goal Recommended Strategy

Target outranking share

Maximise clicks

Target CPA / enhanced CPC (semi-auto)

Target ROASPowered by

AdWords Smart Bidding

1. Bidding strategies aligned to marketing goals

02

2. Simulations with great data quality Leverage insights from millions of bids set every second across AdWords

Determine the most profitable CPA target and apply the change directly in the simulator tool

02

3. Unique transparencyMonitor a bid strategy performance and understand its current status

Understand the strategy status and potential limitations, then take action

Monitor the performance of flexible bid strategies key KPIs and watch how it improves over time

02

4. Seamless high end experiment platformRun well-executed A/B tests to test changes before rolling them out

Assess performance

Determine the portion of traffic that you want to go through the experiment

(360)

02

5. Go further: bid beyond the last clickPick up a non-last click attribution model

Last click First click Linear Time decayPosition-based

Rules-basedmodels

Data-drivenmodel

great tech gifts highly rated tablets nexus 9 tablet

highly rated tablets nexus 9 tablet

2.73%Conversion Rate

2.41%Conversion Rate

= 0.32%

02

IAAI

Thank you

#Masterclass2017

Founding and Senior Partner Cardinal Path

Dave Booth

Measurement & Attribution

Do you have a question about today’s content? Participate in the live Q&A using Sli.do

Step 1: Visit https://www.sli.do/

Step 2: Enter event code #Masterclass17

Step 3: Submit your questions / upvote existing ones

Three questions will be answered at the end of each presentation

https://www.sli.do/

AttributionMeasurement0201

Measurement01

01

On sale!Only 45 shillingsNow through Friday’s execution

iAnvil 8

Technology has changed everything. People now have a huge selection of devices, channels, and content to choose from, across multiple platforms.

This creates a lot of fragmented data which can be hard to track and action for advertisers

DisplayOrganic Search BrandDisplay network

01

01

Legacy, linear paths to purchase were relatively simple to measure.

Today’s paths are not.

New consumer behaviour broke measurement

01

Rethink measurement

01

Rethink measurement

Intra channel Cross channel

01

90% of people switch between screens to complete tasks 30% of all customer journeys

involve more than one channel of interaction

Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016 01

Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016

45%increase in local shopping queries

01

How much data are you trying to manage?

01

AttributionMeasurement0201

Attribution02

02

Let’s play a game!

02

A path to attributionDigital multi-touch attribution (MTA) solution

Algorithmic/data-driven approaches

Exploring additional models

Standard reporting

Implement tracking Conversions integrations campaigns

Typically “last click”

Econometric (MMM/ESM)

Econometric/model based (response curves,

channel contribution, halo effects, etc.)

Tag, cookie, device-graph based

Data driven attribution

(DDA)

Workbench

Marketing channels, campaign stacking

Multi-channel funnels (MCF) model explorer, custom models

Identify objectives

Day 1 Day 2 Day 3

02

A customer’s journey

Day 1 Day 2 Day 3

02


Email Email Desktop Desktop

Mobile web In-store visitMobile app

02

Day 1 Day 2 Day 3



Mobile web In-store visitMobile app

User ID, CD Login cookie

Login cookie Login cookie CRM ID

Login deviceIDLogin cookie

Login cookieLogin cookie

User ID, CD

02

Day 1 Day 2 Day 3



Mobile Web In-store visitMobile App

User ID, CD Login cookie

Login cookie Login cookie CRM ID

Login deviceIDLogin cookie

Login cookieLogin cookie

User ID, CD

02

Different people

Different needs

Different stages

Different experiencesacross

at

with

02

Different people

Different needs

Different stages

Different experiencesacross

at

with

Segments

Business goals

Customer journey

Channels & devices

02

Metrics & dimensions KPI’s

Business goals Different needs

Customer journey Different stages

Segments Different people

Chan

nels

& d

evic

es

Diffe

rent

exp

erie

nces

02




Chan

nels

& d

evic

es

Diffe

rent

exp

erie

nces Segment:

Journey: Goal:

Channel/device:

Existing customer Retention/growth Easily find what they need Mobile website

02

Business goal: Get visitors to content/features quickly and efficiently

Customer journey

Chan

nels

/dev

ices

W

ebsi

te fr

om m

obile

dev

ice

Segm

ent

Exis

ting

cust

omer

Attract Engage Convert Retain/grow Advocate

Pageviews per visit Pages/Session, segment = mobile Google Analytics

Time on site Avg. Session Duration, segment = mobile Google Analytics

Bounce rate Bounce rate, segment = mobile Google Analytics

Site search usage Sessions with search, segment = mobile Google Analytics

Unsuccessful search rate % Search exits, segment = mobile Google Analytics

Feature completion (various) (Configured event/goal count/conversion rate) segment = mobile Google Analytics

Social activity (Tweets/Posts, negative sentiment (Social monitoring) via BigQuery, ML API

Inbound customer service call (Call tracking click to call event)(Inbound calls/sessions) segment = mobile

Google Analytics 360, (Call tracking solution)

Content engagement score (Custom calculated metric) applied to (key pages), segment = mobile Google Analytics 360, CMS via BigQuery

Content velocity (Custom calculated metric) applied to (key pages), segment = mobile Google Analytics 360

KPIs Metric(s) required Data source

02

Visit 1:

Visit 2:

Engagement Score / Visit =

Custom calculated metricsScroll 25% Scroll 3

50% Scroll 4

75% Scroll 5

100% Scroll 6

Click Page load / content interaction 1

Tool start 10

Tool complete 10

Login 10

Special offer signup 15

Branch search 5

Branch search exit

Download iOS / Android app download 2

PDF content download 1

Whitepaper download 1

Social Share 1

Post 2

Chat 1

Email 1

Comment 1

Video Video start

Video 25%

Video 50%

Video 75%

Video completion

Category Component Weight

2 + 15 2 2 15 20 56+ + + + =

On Page Interaction

Scroll 50% On Page Interaction

On Page Interaction

Scroll 50% Video Start

Scroll 50%On Page

Interaction Download Event

On Page Interaction

Scroll 100% Video Start Video Start 50%

15 + 2 20 2 25 20 99+ + + + =15+

56 99+77.5=

2 Visits

02




Chan

nels

& d

evic

es

Diffe

rent

exp

erie

nces

02




Standard reporting








(DDA)

Workbench



Identify objectives

02

Implementation steps

Knowledge transfer

Production launch

QA / Tag validationConfigurationImplementationSolution design

documentationBusiness

requirements/ KPI framework

02

Implement against the framework

Pay special attention to: 1. Conversion actions 2. Integrations 3. Campaign tracking

Business requirements/ KPI

frameworkSolution design documentation Implementation

02

Don’t forget your integrations!

02

Don’t forget your integrations!Enable a holistic view: - Single ID across properties - Connected to sales data (incl. offline) - Analysis done with on/offline attributes

EDW

CRMSingleID

WA

Activation

Analysis across the 360 degree viewAllows us to: - Create segments from offline / additional data -Analyse against offline / additional conversion events -Leverage additional attributes across data activation platforms

02

Analyse campaign impact across full funnel

02

02




Standard reporting








(DDA)

Workbench



Identify objectives

02

Default: last-touch attribution

02

Default: last-touch attribution

C1 C2 C3 C4 C5

02

Other common models

C C2 C C4 C5

C C2 C C4 C5

C C2 C C4 C5

C C2 C C4 C5

02




Standard reporting








(DDA)

Workbench


Multi-channel funnels (MCF)

model explorer, custom models

Identify objectives

02

Attributing value with additional models

02




Standard reporting








(DDA)

Workbench



Identify objectives

02

Algorithmic/modeled/data-driven attribution

02




Standard reporting

Implement tracking

Identify objectives

Conversions integrations campaigns







(DDA)

Workbench



02

Digital multi-touch attribution (MTA)

Cookie level

Website data

Digital media plans

Data partnerships

1st party data

KPI(s) Customer level

02

Digital multi-touch attribution (MTA)

Measure the lift when a channel is present on the path to purchase

Your baseline level of measurement is always a user and their path to purchase

3.0%

2.8%

2.5%

02

Google Attribution & Attribution 360

02

One solution, available in two tiers

Common cross device & data-driven methodology

Google Attribution 360 Full, enterprise-level cross-channel attribution

Custom dimensions & metrics for flexibility

Optimisation & TV modeling

Google Attribution Self-service with simplified options & controls

Makes it easy to get started with cross-

channel, multi-channel attribution

02

Foundations of Google’s attribution solutions

Insights & actionScience & analyticsData collection & management

Considers all tracked touchpoints

Google device graph

Integrations with buying tools

TV attribution

Predictive optimisation

Reporting & insights

Data exportsand API

Programmatic connectors

02Source: © Google Inc. 2016. All rights reserved.

Broad reach across devices

The deterministic cross-device graph is powered by Google’s largest web properties, may with >1bn 30-day-active logged in users.

Cross-device attribution, powered by Google’s device graph

Consumer friendly approach

By allowing end-user opt-out our solutions is extremely privacy friendly, and protects the end user.

More accurate measurement

Our algorithm stitches the path-fragments into complete per-user paths, enabling the model to understand the full customer journey.

02

Google Attribution & Attribution 360

02

75% of users switch devices between tasks

DDA has already driven better performance for thousands of advertisers

02

Data-driven attribution (DDA) drives more conversions at the same cost-per-conversion

Moving beyond last-click on Search alone delivers 5% more conversions on average, at a similar cost-per-conversion.

02

Attribution 360: television

TV airings data

Digital web / conversion data

Google Search data

Attr

ibut

ion

360

02

Attribution 360: timeline

A360 product phase Closed alpha Beta General availability

2018+2017

General availability Through 1H 2018

02

Prepare for Attribution & Attribution 360

Google Analytics - Enable Advertising Reporting features - Set up Goals and Ecommerce! - Break down channel groupings - Make sure integrations are in place - Clean up your campaign (UTM) tagging - Create separate, dedicated View (no User ID, do NOT strip URL params)

Google AdWords - Ensure Auto-tagging is on - Ensure AdWords is linked for cost data import - Review naming conventions / consistency - Link AdWords with Analytics Views

DoubleClick (DCM, DS) - Ensure Auto-tagging is on - Add display activity service OR ensure impression & click tracking is in place - If using Floodlight to track conversions, ensure configured & clean - Ensure accurate media cost is there for all campaigns - Review naming conventions / consistency - Link DoubleClick with Analytics Views

02

Prepare for Attribution & Attribution 360

02




Standard reporting

Implement tracking

Identify objectives

Conversions integrations campaigns







(DDA)

Workbench



02

Econometric approaches - MMMAnnual contribution to sales ROI by media channel

Campaign direct and halo effects Media response curves

CY 2013 CY 2014

02

Econometric approaches - ESM

Thank you

Time to recognise your partnership

Head of Performance Agencies Google AU/NZ

Martin Curtis

Agency of the Future

Quick exercise

Your name

What you’re hoping to get out of today’s session

One fun fact that no one would know

Your role

Your company

“The next big step will be for the very concept of the device to fade away. Over time, the computer will be an intelligent assistant helping you through your day.

We will move from mobile first to an AI first world.

- Sundar Pichai, CEO, Google

Google has a great track record of predicting the future

01Total Digital Immersion

02AI-First World

Digital = EverythingMove away from being the marketing

specialist to the marketing expert

01

01

CMO’s grappling with even more complexity outside

1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015

VCR

TV, radio, OOH, newspaper, magazine Cable AOL

The period of unbundling of media agencies from

creative agencies

DBS satellite Yahoo

Google

DVR

Broadband

HD DVD & Blu-Ray

Satellite radio

HDTV

Time-shifted viewing

Facebook

7th gen game console

Twitter

YouTube

Netflix streaming

Hulu+

Smart TV

Tablet

Instagram

Streaming radio

8th gen game console

Chromecast

Amazon Prime instant video

Roku

Smartphone

Apple TV

VOD

Snapchat

People just expect faster, relevant and frictionless experiences, whenever and wherever.

01

26

Source: A Guide to the Internet of Things, IDC, Intel, United Nations, 2016. 01

We get it, it’s complicated

01

But only 17% of agencies and companies have moved

off last click attribution

01

Where we should be as an industry

Where we are

Advanced attribution strategies

Do you want to move off last click?

Last click First click Linear

Time decayPosition-based

Data management platform integrations

01

And it’s only getting more complex

01

The agencies of the future are moving now to measure and

manage the entire digital journey

01


02AI-First World

A major milestone in Artificial Intelligence

02

Programming Learning

02

01

We need AI to help us manage this complex journey

of your time will be saved to be reinvested back into your business & yourself

50%

02

This is your opportunity to move away from optimisers

back to creative thinkers

02

AI is exponential in nature so you will get left behind

Don’t “wait & see”

02

Inflection

02

Day 1 of Adweek NYC

We know change is coming

02

- Is the agency of the future still an agency

- Leadership and the agency of the future

- Agency of the future, becoming the CMOs secret weapon

- Creativity to the power of consulting

- Advertising needs a rebrand

- Yes you should start that new agency you have always dreamed of

- Self-disrupt: Creating the next agency model

02

The largest digital agency is now

Source: Ad Age Agency Report 2016

US R

even

ue

$0

$375,000,000

$750,000,000

$1,125,000,000

$1,500,000,000

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

So what can you do?

02

What would it look like?

If you were to start your agency today,

from scratch

If you were to develop your skill sets, from scratch

What would they look like?

02

Build capabilities to solve wicked

business problems

02

Build skills to solve wicked business

problems

Audience data

Machine learning

Creative thinking & strategy

02

+ +

02

Develop data capabilities

Embrace Machine Learning

Upskill talent

02

Develop data capabilities

Measurement, attribution, data and feeds

Develop measurement & attribution

Develop data & feed management

capabilities

02

Where do you start?

02

Business impact

Diversification opportunity

Improved client results

New revenue stream

02

Google solutionsAdvancedBasic Intermediate


Non-last click

Feed & data integration

Cross channel attribution Post impression attribution

Advanced attribution

Data management solution

Coming soon

02

Embrace Machine Learning

Automation and Machine Learning

Automate everything

02

Where do you start?

02

Business impact

Saved time Improved margins from efficiencies

Time can be invested into creative thinking and

strategy to grow revenue

02

Google solutionsAdvancedBasic Intermediate

Auto Ad rotation

Auto bidding

Dynamic Search Ads

IF Function

Automated Feeds

Automated Reporting

Auto bidding/creative

Audience Integration

Automate cross channel

02

Upskill talentCreative thinking and

client service

Who owns creativity & strategy?

It needs to be everyone’s responsibility

WALDO?

TOM MATT MELISSA WALDO

8 14 22

?

= = = =

TOM MATT MELISSA W A L D O

8 14 22 13

= = = =

02

Change your environment

02

Keep track of micro creativity

02

The 10% Rule

Dedicate 10% of client’s budget to innovation

02

Where do you start?

Retain the best talent

Hire great people

Develop your people; creative thinking and

strategy skills

02

What can you do?

Mission, transparency, voice

Think broad & know what you want

Focus on continued learning

02

Google Partners initiativesProductDiversity Strategy

Lead by WomenWill Masterclass

Specialist Challenge

Academy Bootcamp (in-person)

Academy for Ads (on-demand)

Business Coaching

Sales Masterclass

Partners Connect (co-pitch events)

02

What the agency of the future looks like

Step 1 Step 2 Step 3 Step 4

Develop creative thinking & strategy

expertise

Automate everything

Build measurement, data & feed capabilities

Diversify capabilities - video, display, feed

management, programmatic

Step 5

Consult on wicked business

problems

How else can you prepare for these

changes?

02

02

Embrace change Be curious

Live life as a student

Thank you

Upcoming initiatives you don’t want to miss

Academy Bootcamp: Mobile Sites & Analytics

Specialist Challenge 2018

M-Site SydneyTuesday 5 December

Analytics SydneyWednesday 6 December

Academy

Register at g.co/AcademyAUNZ

Do you want to hear from us?

[email protected]

And the #Masterclass2017 best photo winner is…

#

Thank you