Google Analytics 360 Centralized 360 degree view of your customers

© Inc. 2016. All rights reserved. A T T R I B U T I O N Traditional Marketing (1:1) Proprietary + Confidential

Campaign Lists

Call Campaign Center Management

Customer Direct Mail Relationship Management Store Business Intelligence Electronic A B C Direct Mail @ Data Warehouse Campaign Responses

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Segment Lists

Campaign Display Management

Mobile Customer Relationship Management Video Site/App Business Search Intelligence A B C Social

Data Warehouse Campaign Performance Integrated Digital Capabilities Required Proprietary + Confidential

Segment Lists Audience Programmatic Management Buying & DCO Campaign Display Management

Tag Mobile Customer Optimization Management Relationship End to end Video Management marketing intelligence Analytics Site/App

Business Big Data Search Intelligence & A B C Machine Learning Attribution Social & Data Warehouse Media Mix Campaign Modeling Performance Data Visualisation

To unlock accurate, complete, real-time data about their usersProprietary + Confidential

Acquisition channels Data Management & Offline Data to Activate for Measurement Platforms Programmatic

Audience Center 360 +All major DMPs

CMS/ CRM / Personalisation Data export Offline on website/Apps

BigQuery Data Studio 360

Optimize 360

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Data Driven Marketing 12+ piece puzzle

Testing Attrib. MMM Data Viz.

SSP DMP DSPs Social

Data TMS Analytics CRM WH Customers are won or lost in moments Quality data collection is the #1 barrier to adopting attribution

Cost data Aggregate CPMs and CPCs

Context data Campaign & Creative Keyword Channel Revenue

Event data Clicks Impressions Directs

DEVICE OVERLAP DEVICEGOOGLE ANALYTICS PATH

DATA

Understand how media contributes each stage in user journey to conversion ROI Analysis using Data Driven Attribution

1

2

© Google Inc. 2016. All rights reserved. Offline / Online integration - Form Enquiry

Online leads are qualified on the Revenue is generated in-store or phone other offline channels

✓

Online Lead Form Company CRM Google Analytics Form Submission

Form data Using Measurement User submits Page view written to Protocol, CRM sends a form recorded in GA Company CRM goal completion back

to GA

© Google Inc. 2016. All rights reserved. Call Conversion Tracking

Use the Measurement Protocol to send 'hits' from offline sources (e.g. sales calls, CRM systems)

Tie hits to existing web customers through analytics

Track these hits as goals

© Google Inc. 2016. All rights reserved. Proprietary + Confidential Introducing Store Transactions attribution New reporting on how online ads are driving in-store transactions will help to measure the full value of your online ads How it works

User clicks on Google Analytics 360 User purchases in-store Analytics 360/Audience Google ad identifies the users, and is identified by the Center 360 does match retains GCLID retailer (customer id, and uploads to AdWords phone no etc) for optimization

Google Confidential and Proprietary Source: Lorem ipsum dolorGoogle sit amet, Confidential consectetur adipiscing and Proprietary elit. Duis non erat sem The Worlds Brought Together

Analyze In-Store Conversion Paths

Select the in-store conversion 1 type to analyze the funnels against. Investigate how online 2 marketing channels impact in-store sales. Create a custom online 3 attribution model for in-store sales.

Proprietary + Confidential The Worlds Brought Together

And Complete ROAS

eCommerce ROAS In-Store ROAS $149,945.90/$110,982.06 $478,777.21/$110,982.06

$1.35 $4.31 When in-store sales are integrated, Complete ROAS AdWords ROAS is ($149,945.90+$478,777.21)/$110,982.06 4.2 times higher! $5.66

Proprietary + Confidential Option 2 for presenting ‘effect’ on ROAS. Customize data for advertiser and add adv. logo or ad for visual.

Proprietary + Confidential Effect of store visits on total ROAS

Without Store Visits With Store Visits

ROAS for ROAS for online online ads is ads is

6:1 10:1

For Mobile ROAS is For Mobile ROAS is 2:1 10:1

Google Confidential and Proprietary Google Confidential and Proprietary Reebonz grew ROAS on by 55% driven by cross-device insights in Analytics

OUR APPROACH A single view of user across devices & assets on GA360: Incorporate full app and web tracking on a single property via User ID ● Key Insights: Reebonz was able to see that: ○ 36% traffic & 52% new visitors originated from mweb ○ When mWeb is part of path to purchase, CvRs improved dramatically by up to 2.8x ○ Avg. Revenue per User also increased 2.5x when customers researched on mWeb before purchasing ● Action as a result of insights ○ Included Cross-Device Conversions in DoubleClick Search Auto-bidding ○ Increased mobile bids from -60% to 0%

RESULTS Conversion Rate Average Revenue per User 55.4% increase in ROAS in SEM

20% increase in transactions in SEM

The solution and analysis methodology is now replicated across all Reebonz markets Upgrading to Analytics 360 (GAP) is necessary for large Proprietary + Confidential Enterprisesupgrading to GA Premium hlp

Data Processing & Google Integrations & Guarantees Support Exports Options Solutions

- 10M hit cap per month - Adwords & AdSense - No guarantees on timing or - Online help center - Sampling limited to 500K - Webmaster Tools reporting (typically 24-48 hrs) GA session cap per month - Play Store -20/20 custom dimensions / - AdX Integration Standard metrics - 5K rows available for export from UI - Data refreshes 24-48 hrs - More data available: 1B+ hits per - Adwords & AdSense - Reporting & Data Collection - Implementation Guidance month - Webmaster Tools processing Time: 98% within 4 hrs - Dedicated Account Manager - 200 metrics / 200 dimensions - Play Store + Client owns all data via SLA - 24/7 Tech Support GA - Increased sampling: 50M in UI, + Algorithmic Attribution (DDA) - Training Premium unlimited downloadable + DFP & DFP Backfill Integration (GAP) - 3M rows downloadable + DFP Audience Integration - Fresher Data: 4hr guaranteed + Google BigQuery Integration + Unsampled Data Export via API + Custom Funnels utilizing + Rollup Reporting + Raw Data Export via BigQuery + DCM, DBM, DS integration Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem 2 21 1 Centralize user data sources

Discover target segment •Web/mobile behavior •Web/mobile purchases •Offline transactions •CRM/loyalty data

Share segment across products •Ad platforms for retargeting •Landing page personalization via Optimize 360

© Google Inc. 2016. All rights reserved. Sharing Segments for targeting

Centralize user Analyze and find high-value Share high-value segments for data sources user segment cross-devices action via audience targeting

Analytics 360 Customer Insights Third-Party Platforms

© Google Inc. 2016. All rights reserved. People-centric capabilities Gain Empathy by Understanding Customers

Remarketing

User Funnels

Lifetime Value

Cohorts

© Google Inc. 2016. All rights reserved. What approach did they take?

Enabled with Determine ROI and Paid Optimize digital campaign Sales/Revenue Data Media Performance performance

Analytics 360 Customer Insights Third-Party Platforms

© Google Inc. 2016. All rights reserved. Ensure you can build the customer journey ConnectSingle source marketing of truth: campaigns to measure ROI • DoubleClick Search DoubleClick integrations • DoubleClick Bid Manager • DoubleClick Campaign Manager • DoubleClick for Publishers • DoubleClick AdExchange

© Google Inc. 2016. All rights reserved. USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Deep insights through integrated reporting in Analytics 360

Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Are your ads engaging?

Engagement

Select the Site Usage metric group on the Explorer tab to see all site engagement stats, e.g. bounce rate, time on site, pages/session, view-throughs and click-throughs.

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Are your ads driving Conversions & ROAS?

Conversions

● See the number of conversions driven by your DBM campaigns.

● Compare ROAS driven by DBM campaigns if you choose to share cost data from DBM and track Revenue in GA. .

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How did your ads assist in conversions?

Attribution

● Integration into our Multi-Channel Funnel reporting, where you can see the complete path to conversion and how your clicks & impressions drove or assisted conversions.

● Ability to analyze DBM campaigns across different Attribution models along with DBM Cost data.

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Who are your most (or least) valuable customers?

Audience & Reach Insights

● Use DBM dimensions to create segments such as users who clicked on specific creative or saw an ad

DBMfrom dimensions a specific are campaign available in for deeper Unifiedanalysis Segments. or remarketing. You can use these to create segments (eg: users who clicked ● onUse specific Google creative Analytics or saw an data ad from to builda specific campaign) for deeper analysis or unique list combinations with over remarketing. 200 GA dimensions and metrics.

Google Confidential & Proprietary USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES

Panasonic improves return on advertising spend by 30% with Google Analytics 360

+30% ROAS and 50% drop in

bounce rate from integrations “[GA360 integrations] make it easy for of ad and behavioral data Panasonic Japan to bring its customers more relevant ads for the products they 300% higher CTR due to better want, as well as for the other products they’ll probably want next. With all their campaign targeting led by audience performance details in one place, they can reporting and remarketing quickly refocus campaigns to drive even better performance.” Began analyzing accumulated data from marketing campaigns across platforms and agencies Panasonic Japan Case Study, Google, 2016

Google Confidential & Proprietary Centralize core metrics with DFP & Google Analytics Premium

Pageviews Monetized

Viewability

Page eCPM

Ad Revenues Future-Proof Your 34 Digital Properties What GA 360 collects: What DFP shares:

200+ visitor attributes and metrics collected out of the box! ● Revenue

User Page Tracking Exceptions ● Revenue/1000 sessions Session Content Grouping Content Experiments ● Clicks Traffic Sources Site Speed Time Adwords App Tracking Channel Grouping ● CTR Goal Conversions Event Tracking Related Products ● Pageviews Platform or Device Ecommerce Social Activities Geo Network Social Interactions ● Coverage System User Timings ● eCPM

● Impressions + 200 slots for custom dimension & metrics tracking ● Active View Viewable + Site Search Terms + Demographic Reporting (Display Advertiser Support) ● Impressions/session + Data Upload for 3rd party data

35 Understand your best referrals Understand which individual pages monetize best

Page Level Detail Understand which content generates value Content Profitability Be guided by business insight Know top article’s author, and contributed ad impressions

Future-Proof Your Digital Properties Be guided by business insight Which articles drive the most revenue to optimize

Future-Proof Your Digital Properties Google Attribution / Attribution 360 Cross-channel, cross-device, actionable and free attribution Proprietary + Confidential Users interact with multiple marketing touchpoints before conversion

The typical marketer uses

Display Referral Email Brand Search

Video 13 channels to drive his or her Purchase marketing objectives

Organic Search Social Paid Search Display Remarketing Proprietary + Confidential But implementing an attribution solution can be difficult

An IAB survey of marketers identified “cross-channel measurement and attribution” as top priority for 2017, but they expect it to take the most:

Time Attention Resources

IAB Digital Trends: Opportunities and Challenges Proprietary + Confidential Introducing: Google Attribution

Easy to use Cross-channel Cross-device Actionable Solution for all Comprehensive answers Captures user behaviour With API reporting clients at no cost across both paid and across devices and Smart Bidding non-paid media integration

Proprietary + Confidential Easy set up

Proprietary + Confidentialv1.0 Q4’17* Google Attribution links with Google Analytics for a holistic view of marketing activity

CONVERSION DATA CONVERSION DATA Proprietary + Confidential Measurement & bidding scope expands in stages

What we can measure Where we can export for bidding

Anything tracked in Google AdWords/AdWords Analytics or AdWords API and via CSV Now

Anything tracked in Google AdWords/AdWords API and via CSV; Analytics, AdWords, Doubleclick Search and via API Next Doubleclick Search

Anything tracked in Google AdWords/AdWords API and via CSV; Analytics, AdWords, Doubleclick Search; DBM, DCM Long Doubleclick Search, DBM, DCM

1+ billion monthly active users each

Proprietary + Confidential Data-driven attribution calculates incremental impact of each interaction to allocate credit search ad click organic click 2% conversion rate display search ad click organic click impression 3% conversion rate

1% incremental impact Proprietary + Confidential Choose a model Proprietary + Confidential Send results to AdWords for bidding Proprietary + Confidential Google Attribution Case Study: Hello Fresh https://analytics.googleblog.com/

+10% conversions With Google Attribution, we have been able to automatically integrate “ cross-channel bidding throughout our AdWords search campaigns. This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events.

Karl Villanueva Head of Paid Search & Display, HelloFresh ” Proprietary + Confidential Google Attribution brings the next generation of data-driven technology to market

Data-driven attribution (DDA) is Advertisers using Data-Driven already driving better performance for Attribution in AdWords thousands of search advertisers.

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

+24% The constraints of the conversions last-click attribution made it “ difficult to justify extensive investment in upstream keywords. This has definitely -15% changed through Data-Driven CPAs Attribution. I know and use AdWords from the earliest days - this is definitely one of the biggest improvements!

Tim Dunker, Managing Director of Berge & Meer ” Blog (DE version) Proprietary + Confidential Next steps

1 2 3 Measure Attribute Optimize

Ensure Google Analytics (or Switch to data-driven Export data-driven conversions to Google Analytics 360) is set attribution in AdWords AdWords to action additional up and linked to AdWords signals in a seamless and Set up a Google Attribution comprehensive way account (when available) Requirements Checklist

Google Analytics AdWords

1. Has a GA or GA 360 account 1. Link AdWords and Google Analytics 2. GA property setup, with [at least] one 2. Enable AdWords auto-tagging non-UserID enabled view for use with 3. Setup AdWords Conversion tracking or Google Attribution import [at least] one GA Goal 3. Enable Advertising Reporting Features in 4. If you have an MCC structure, ensure that GA property GA is linked at the MCC level and, if you 4. Deploy Google Analytics tracking code on use AdWords conversion tracking, that it’s all site pages MCC conversion tracking 5. Link AdWords and Google Analytics 5. Switch to Data-driven Attribution in 6. Is not using a GA Roll-up property AdWords We have many solutions to solve Attribution

Multi-Channel Multi-Channel Search Funnels Attribution & Funnels & Attribution Funnels & Attribution & Attribution Optimization Modeling Modeling Modeling

Confidential + Proprietary However...these solutions solve for different pieces

High

AdWords Attribution

DoubleClick Search

Actionability Multi-channel Google Analytics / GA360 funnels

Multi-channel DCM funnels

Low

Low Comprehensiveness High Confidential + Proprietary And this is why we built Google Attribution — high actionability and high comprehensiveness

High

AdWords Attribution Google Attribution

DoubleClick Search

Multi-channel Google Actionability Analytics / GA360 funnels

Multi-channel DCM funnels

Low

Low Comprehensiveness High Confidential + Proprietary Google Attribution 360: Holistic Measurement for the Enterprise

Data Collection & Science & Analytics Insights & Action Management

EXPERIMENTS* Marketing events Reporting & & conversions Insights PREDICTIVE OPTIMIZATION Context & cost Data Exports data and API VALIDATION

TV ATTRIBUTION Data joining & Programmatic validation Connectors

ExpertExpert ServicesServices andand SupportSupport

Objectives Insights Action Adoption

Confidential & Proprietary Data-appropriate, Complementary Measurement Methodologies* Google Attribution 360 • Data-driven Attribution: Adometry’s flagship for digital cross-channel, cross-device marketing measurement and optimization; determining impact of individual customer touchpoints on desired outcome

• TV Attribution: measures direct impact on digital engagement via incremental TV ATTRIBUTION website and search traffic

• MMM: traditional econometric modeling for online and offline marketing performance measurement, providing media mix insight; estimates impact of different marketing tactics on sales

*May be used independently, or in combination with each other. TV Attribution Understanding the Impact of TV on Digital Engagement

TV Attribution now leverages Google Analytics Data and Google Search data

Search data TV Attribution connects offline media to online activity Proprietary + Confidential

● Digital activity & baseline of searches or visits ● Attributed incremental searches or visits from TV Spots

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Get granular TV insights Proprietary + Confidential

Attributed 10 minute window after TV spot analysed How Does It Work? searches or visits from TV spot identified

Baseline Other attributed searches visits/searches - Very high confidence interval and visits from other TV identified - Exclude ‘questionable’ attributed visits, rather than include spots kept separate - Ensure the attributed visits and searches are accurate

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential What We Look For

Overall Response Rate vs CPAV by Program High Performance

- Analyse causes - Replicate? - Invest more? - Further optimise?

Response Rate

Response Rate = (1,000,000 * ( visits) ) / impressions CPAV = cost / visits | CPAS = cost / searches Proprietary + Confidential TV Spot Duration

15 sec TV spots have...

-54% ● Under half the price the of 30 sec TV spots ● Same level of audience response

Response Rate 0% ● Over half the CPAV of 30 sec TV spots

-55%

Response Rate = (1,000,000 * ( visits) ) / impressions CPAV = cost / visits | CPAS = cost / searches A Strategic View of Marketing Performance

• Business outcomes • Contributing factors • Controllable • External factors • Paid, owned, and earned media • Back-casting • Simulation and forecasting

Holistic Analysis of What is Working, What is Not, and the Impact of Doing Something Different Solutions increase in scope and sophistication

+ All Digital Channels + with Predictive Optimization Q4’17 Referrals, Social, + Email & many more Early Beta TV Attribution extend to Display, Video, Offline Paid Search Programmatic

Common Data-Driven Attribution Methodology Attribution Capabilities Proprietary + Confidential Requirements to Capability on-board/ use

All digital channels, full cost/context data, Free: Paid: optimization - GA tags - Attribution 360 Free: Paid: Google Attribution [360] Digital - Uses data - Uses data from DCM Attribution from GA/GA & GA/GA 360 license 360 - Bidding integrations - GA or GA 360 - Bidding with Adwords, DBM, tags, DCM integrations DS with Adwords, - TV Attribution - Analytics 360 license DBM, DS - Scenario planning - Google Analytics page tag Most digital channels - Auto-tagging / click - Direct nav, organic search, referral DCM channel tagging - AdWords and DoubleClick - DCM license integration - Client-side analyst - Other media manually tracked capabilities Doubleclick served & tracked media - Conversions tracked - Media bought through DBM and DS through DCM (e.g. - Reservation & other media through Floodlight) Tracking Ads - DS license - Standard reporting DS - Floodlight- tracked Doubleclick served & tracked search conversions - Cross device reporting - Automated bidding integration - Uses AdWords AdWords media Adwords Conversion Tracking - Google Search or imported GA - Cross-device attribution goals/transactions - Automated bidding integration

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem The Benefits

77 © Google Inc. 2016. All rights reserved. Measureable Improvements in ROI

10-20% 20-40% 25-50% Increase in Increase in Increase in overall optimization within performance marketing investment channels across channels performance

Source: “The Definitive Guide to Data-Driven Attribution”, Adometry Oct 2015

© Google Inc. 2016. All rights reserved. THANK YOU