Wednesday, April 4, 2012

Googland

Googland

[G] Better results, (still) early adoption: Marketing attribution in a complex digital landscape

Posted: 03 Apr 2012 05:19 PM PDT

Inside AdWords: Better results, (still) early adoption: Marketing attribution in a complex digital landscape

Originally posted on the Google Analytics blog

Today, we're sharing some research on marketing attribution that we conducted in partnership with Econsultancy, a leading digital market research firm. The insights -- Marketing Attribution: Valuing the Customer Journey -- provide a snapshot of how marketers and agencies are conducting attribution, the impact it has, and the barriers holding them back.

If you're not familiar with digital attribution, it's about distributing credit to all of the elements of your digital marketing program, so you can gauge the impact of customer marketing interactions on your sales results and make more accurate investment decisions. Here are a few snippets from the report that we found interesting:

It's still a new craft, but early results show positive impact
Although digital attribution is still relatively new -- 83% of practitioners we surveyed have been using it for less than 2 years -- it clearly has a positive impact on businesses that employ it. 72% agree that it leads to better budget allocations, 63% gained a better understanding of how digital channels work together, and 58% had clearer insights into their audience:

Attribution leads to improved ROI, better budgeting


Last click attribution dominates; agencies are leading the way in experimentation
Most digital marketers run multiple campaigns, each with different strategies and objectives. For instance, display campaigns that are designed to generate awareness will have a different impact on sales than paid search campaigns designed to bring in buyers. Yet most marketers today still use attribution models that do not account for these differences in strategy. Although only 14% of respondents consider "last click" attribution to be "very effective," it remains common; most likely because marketers haven't yet found or mastered the right attribution tools. Digital marketing agencies have done more with sophisticated attribution methods and technologies:


Robust attribution leads to confident digital decisions
For organizations that use attribution, it often leads to greater confidence in marketing choices: if you know the impact of your programs, it's easier to budget for them. As one online retailer commented, "Attribution was the missing piece to our campaign analysis. Now we don't run a campaign without learning something about how our marketing affects the buying cycle, and then testing to see whether it applies in the long run."

Performing marketing attribution with Google
Here at Google we spend our time building intuitive tools to make measurement easier, so that you can really use your data to make smarter decisions. That's why we provide several important tools for marketing attribution, including Search Funnels in AdWords and Multi-Channel Funnels in Google Analytics. And check out our Attribution Modeling tool in Google Analytics Premium, which includes five standard attribution models plus a custom model builder, so you can create and customize attribution models in minutes, and see data instantly. Learn more in our Attribution Playbook.

Join us for an Attribution Hangout
If you're available this Friday, April 6, at 9:00am PDT, please join Bill Kee, Product Manager for Attribution, and Justin Cutroni, Analytics Advocate, for a Google+ Hangout. Bill will talk about the research and give a demo of the Attribution tool in Google Analytics Premium, as well as discussing Multi-Channel Funnels and AdWords Search Funnels, two complementary features.

To watch the Hangout on Air, tune into Justin's Google+ Page on Friday. If you have a question that you would like us to discuss, please enter it in this this form -- and we'll invite five of you to join the Hangout live to ask your questions.

We look forward to seeing you at the Hangout on Friday!

Posted by Sara Jablon Moked, Product Marketing Manager, Conversion and Attribution
URL: http://adwords.blogspot.com/2012/04/better-results-still-early-adoption.html

[G] Google Ads - now on Google+

Posted: 03 Apr 2012 05:19 PM PDT

Inside AdWords: Google Ads - now on Google+

When we launched Google+ Pages last November, we aimed to provide you with a way to post updates and news about your business, have engaging conversations with customers, and send tailored messages to specific groups of people.

We're now excited to share that Google Ads will be joining Google+ Pages to provide you, our advertising partners, with the latest Google advertising product news, training, tips and Hangouts that can help make the web work for you. We hope it will become a useful resource for growing your business, reaching customers in the moments that matter, and making smarter decisions.


Here's a quick peek at what you can expect from the Google Ads page on Google+:
  • Stay ahead of the curve with the latest launches and updates for Google's advertising solutions, including search, display, mobile, social, YouTube and Google Analytics
  • Receive how-to information, best practices, and recommendations
  • Learn about upcoming trainings and events
  • Attend Hangouts with product experts
Add Google Ads to your circles here. We look forward to connecting with you on Google+.

Posted by: Christina Park and Katie Miller, Ads Product Marketing
URL: http://adwords.blogspot.com/2012/04/google-ads-now-on-google.html

[G] Better results, (still) early adoption: Marketing attribution in a complex digital landscape

Posted: 03 Apr 2012 12:22 PM PDT

Google Analytics Blog: Better results, (still) early adoption: Marketing attribution in a complex digital landscape

Today, we're sharing some research on marketing attribution that we conducted in partnership with Econsultancy, a leading digital market research firm. The insights -- Marketing Attribution: Valuing the Customer Journey -- provide a snapshot of how marketers and agencies are conducting attribution, the impact it has, and the barriers holding them back.



If you're not familiar with digital attribution, it's about distributing credit to all of the elements of your digital marketing program, so you can gauge the impact of customer marketing interactions on your sales results and make more accurate investment decisions. Here are a few snippets from the report that we found interesting:



It's still a new craft, but early results show positive impact

Although digital attribution is still relatively new -- 83% of practitioners we surveyed have been using it for less than 2 years -- it clearly has a positive impact on businesses that employ it. 72% agree that it leads to better budget allocations, 63% gained a better understanding of how digital channels work together, and 58% had clearer insights into their audience: 



Attribution leads to improved ROI, better budgeting






Last click attribution dominates; agencies are leading the way in experimentation

Most digital marketers run multiple campaigns, each with different strategies and objectives. For instance, display campaigns that are designed to generate awareness will have a different impact on sales than paid search campaigns designed to bring in buyers. Yet most marketers today still use attribution models that do not account for these differences in strategy. Although only 14% of respondents consider "last click" attribution to be "very effective," it remains common; most likely because marketers haven't yet found or mastered the right attribution tools. Digital marketing agencies have done more with sophisticated attribution methods and technologies:







Robust attribution leads to confident digital decisions

For organizations that use attribution, it often leads to greater confidence in marketing choices: if you know the impact of your programs, it's easier to budget for them. As one online retailer commented, "Attribution was the missing piece to our campaign analysis. Now we don't run a campaign without learning something about how our marketing affects the buying cycle, and then testing to see whether it applies in the long run."



Performing marketing attribution with Google

Here at Google we spend our time building intuitive tools to make measurement easier, so that you can really use your data to make smarter decisions. That's why we provide several important tools for marketing attribution, including Search Funnels in AdWords and Multi-Channel Funnels in Google Analytics. And check out our Attribution Modeling tool in Google Analytics Premium, which includes five standard attribution models plus a custom model builder, so you can create and customize attribution models in minutes, and see data instantly. Learn more in our Attribution Playbook.



Join us for an Attribution Hangout

If you're available this Friday, April 6, at 9:00am PDT, please join Bill Kee, Product Manager for Attribution, and Justin Cutroni, Analytics Advocate, for a Google+ Hangout. Bill will talk about the research and give a demo of the Attribution tool in Google Analytics Premium, as well as discussing Multi-Channel Funnels and AdWords Search Funnels, two complementary features.



To watch the Hangout on Air, tune into Justin's Google+ Page on Friday. If you have a question that you would like us to discuss, please enter it in this this form -- and we'll invite five of you to join the Hangout live to ask your questions.



We look forward to seeing you at the Hangout on Friday!



Posted by Sara Jablon Moked, Product Marketing Manager, Conversion and Attribution


URL: http://feedproxy.google.com/~r/blogspot/tRaA/~3/T3vLgDbuC3U/better-results-still-early-adoption.html

[G] Going global in search of great art

Posted: 03 Apr 2012 07:32 AM PDT

Official Google Blog: Going global in search of great art

South African rock designs. Brazilian street graffiti. Australian aboriginal art. Today we're announcing a major expansion of the Google Art Project. From now on, with a few simple clicks of a finger, art lovers around the world will be able to discover not just paintings, but also sculpture, street art and photographs from 151 museums in 40 countries.



Since we introduced the Art Project last year, curators, artists and viewers from all over the globe have offered exciting ideas about how to enhance the experience of collecting, sharing and discovering art. Institutions worldwide asked to join the project, urging us to increase the diversity of artworks displayed. We listened.

The original Art Project counted 17 museums in nine countries and 1,000 images, almost all paintings from Western masters. Today, the Art Project includes more than 30,000 high-resolution artworks, with Street View images for 46 museums, with more on the way. In other words, the Art Project is no longer just about the Indian student wanting to visit the Metropolitan Museum of Art in New York. It is now also about the American student wanting to visit the National Gallery of Modern Art in Delhi.

The expanded Art Project embraces all sizes of institutions, specializing in art or in other types of culture. For example, you can take a look at the White House in Washington, D.C., explore the collection of the Museum of Islamic Art in Qatar, and continue the journey to the Santiniketan Triptych in the halls of the National Gallery of Modern Art, Delhi. In the United States alone, some 29 partners in 16 cities are participating, ranging from excellent regional museums like the Gibbes Museum of Art in Charleston, South Carolina to top notch university galleries such as the SCAD museum of art in Savannah, Georgia.

Here are a few other new things in the expanded Art Project that you might enjoy:
  • Using completely new tools, called Explore and Discover, you can find artworks by period, artist or type of artwork, displaying works from different museums around the world.
  • Google+ and Hangouts are integrated on the site, enabling you to create even more engaging personal galleries.
  • Street View images are now displayed in finer quality. A specially designed Street View "trolley" took 360-degree images of the interior of selected galleries which were then stitched together, enabling smooth navigation of more than 385 rooms within the museums. You can also explore the gallery interiors directly from within Street View in Google Maps.
  • We now have 46 artworks available with our "gigapixel" photo capturing technology, photographed in extraordinary detail using super high resolution so you can study details of the brushwork and patina that would be impossible to see with the naked eye.
  • An enhanced My Gallery feature lets you select any of the 30,000 artworks—along with your favorite details—to build your own personalized gallery. You can add comments to each painting and share the whole collection with friends and family. (It's an ideal tool for students.)


The Art Project is part of our efforts to bringing culture online and making it accessible the widest possible audience. Under the auspices of the Google Cultural Institute, we're presenting high-resolution images of the Dead Sea Scrolls, digitizing the archives of famous figures such as Nelson Mandela, and creating 3D models of 18th century French cities.

For more information and future developments, follow the Art Project on Google+. Together with the fantastic input from our partners from around the world, we're delighted to have created a convenient, fun way to interact with art—a platform that we hope appeals to students, aspiring artists and connoisseurs alike.

Posted by Amit Sood, Head of Google Art Project
URL: http://googleblog.blogspot.com/2012/04/going-global-in-search-of-great-art.html
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