As we stand at the crossroads of technological advancement and market evolution, Jason Spero, Google’s VP of global business, shares a vision for reshaping marketing in the age of AI. Delivered at the IAB Annual …
Marketing begins and ends with measurement. Here’s how to make sense of it all
Without knowing the signals to achieve your goals, you’re driving without a mapWith all the disruption in the world of marketing, building a strong measurement foundation is more important than ever, says Karen Stocks, Google’s VP …
What Shoppers are Searching for Heading into Black Friday and Cyber Monday
With this season predicted to bring the highest holiday retail spend on record, it’s no surprise that retailers are doing everything they can to make it a year-end to remember. Despite the bright outlook, supply-chain constraints and …
3 Tools to Take Advantage of YouTube’s Online Shopping Boom
Online shopping has evolved rapidly over the years, with increasing digital avenues for reaching people. Navigating the digital landscape and knowing what tools to use can be quite a challenge. Even within the suite of …
Gathering Data isn’t Enough. Measurement Unlocks Success
Having a solid data strategy is a must-have in today’s business world. But accumulating data is pointless if you don’t have a plan in place to make it actionable. More than a third of brand …
A Success Story: Bose, Automation, and Strategic Planning
As a brand grounded in innovation, Bose has created and transformed categories in audio and beyond. A few years ago, the company led its digital marketing with an efficiency-first strategy and applied automation in only …
Results, Resilience, and the Route to Ready for 3 Brands
If we’ve learned anything from each pivot and zigzag over the past 18 months, it’s that things can — and do — change in an instant. That’s why we at Google spend a lot of …
How to Make Your Marketing Customer-Centric
The key to great marketing is reaching the right person at the right time with the right message. While that’s easier said than done, it’s possible by concentrating on purchase intent via search data, automation, …