Leveraging Google Data to

Drive New Opportunities

April, 2017
Insights are like unicorns.
EVERYONE TALKS ABOUT THEM. THEY’RE HARD TO SPOT. IT TAKES A BIT OF HARD WORK
AND BIT OF MAGIC TO FIND THEM.

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Turning Data into
Insights

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Key Attributes for Strong Analysis

Unbiased
Full
Real-time Consumer
Population
Sentiment

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 Tools and Methods Today
Real Time Data

Social
Monitoring

Digital Data
Sample Full
Population Population

3rd Party Media Mix

Research Modeling
Tools

Delayed Data GOOGLE CONFIDENTIAL AND PROPRIETARY 5

 SUPPORT COPY CAN GO HERE IF NECESSARY

So how do we harness it?

and make it more useful? more effective? easy to use?

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Google can help

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 why our data?

timely total true

what’s trending real-time as well as fair representation of the internet unprompted and unbiased
what patterns emerge over time population representation of intentions

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An epic library of
human intentions.

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Traditionally, Google’s tools have focused on execution
OUR INITIAL TOOLS WERE OPTIMIZED FOR RAPID IMPLEMENTATION AND QUICK MEASUREMENT AND FEEDBACK

implement
ation

How are my existing impact

campaigns performing?
What optimization
opportunities are there?

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 The current toolkit spans the entire media lifecycle
WE’RE CONSTANTLY BUILDING TOOLS TO HELP MAKE OUR DATA MEANINGFUL AND USEFUL TO BUILD BIGGER AND BOLDER
BRANDS

What is the real time discussion How are my existing

for my Brand/Category? campaigns performing?
How is my brand being perceived implement What optimization
ideas
and discussed? ation opportunities are there?

insights impact

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Our tools help understand a massive unbiased
audience, providing a window into their core
intentions, in real-time.

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tools to mine insights

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Google tools can be
insight sparks for...
broad exploration.
competitive reviews.
unpacking brands.
understanding consumers.

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TURN BILLIONS OF
THINK WITH GOOGLE TOP CHARTS CONSUMER SURVEYS GOOGLE TRENDS
INTENTIONS INTO google.com/think
one stop shop for
google.com/trends/topcharts
lists of real-world people,
g.co/consumersurveys google.com/trends
consumer attitudes, brand comparative search share,
consumer insights, places and things ranked perception, awareness, & consumer behavior
INSIGHTS marketing trends &
industry data
in order of search
interest
purchase intent patterns
“Does the audience X like blue or red?”
“Did my digital media drive stronger NPS?”
“When do consumer really start holiday
planning?”
“What are some great mobile-first “Who were the most popular DJs last
month?”
“How does audience Y interact with my “Are searches for my brand increasing over
marketing case studies?” brand?” time?”
“”How do agencies work at the pace of “What dog breeds are people searching for
Search queries are direct expressions of consumer psyche. most?” “Are consumers searching for you or your
start-ups?” competitor?”
Our tools help aggregate, analyze and understand this massive library “Where my infographics at?” “What soccer teams have been gaining
of human intentions, in real-time. interest?”

YOUTUBE TRENDS GOOGLE CORRELATE ZEITGEIST GOOGLE BAROMETER

youtube.com/trendsmap google.com/trends/correlate
real-time rising videos and identify search patterns
trends on YouTube that statistically correlate
“What videos are Women 18-24 sharing
with their friends today?”
with your
“What is the most popular video today in brand/category-based on
Salt Lake City, UT?”
time/location
“ What topics have similar search trends as
my keyword/brand?”
“Can I predict certain consumer trends
based on historical correlation patterns?”
google.com/zeitgeist consumerbarometer.com/en/
explore what captured the global tool to help you
world's attention in past understand how
years consumers use the
“What were people’s passions, interests and internet
defining moments last year?”
“How many consumer access the internet
“Did consumer’s taste in music change over
each day”
the past 3 years?”
“How do consumers use the internet to
make their offline purchase decisions”

GOOGLE SUGGEST PUBLIC DATA KEYWORD PLANNER PLANNING TOOLS

google.com google.com/publicdata adwords.google.com/keywordpla google.com/think/planningtools
visualize all public nner Consumer barometer.
uncover attributes
associated with trending data across a find keyword ideas, get Mobile planet. Databoard.
brand/category variety of metrics, geos & performance estimates, “How many smartphone users does
Australia have?”
“What do people search for in association demographics explore related search “How is in store shopping changing with
with my brand?”
“What do people look for when looking
“How has the population changed over the behavior mobile?”
last 10 years?” “How can I create a custom infographic to
contact lenses?” “What is the top query in my category?”
“What country has inflation grown the support my presentation?”
“What attributes do people look for when
fastest?” searching for yoga pants?”
“Who has the fastest internet speed?”
Live Tool Demo
Leveraging Search for Consumer Insights

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Think with Google
What it is:
Google’s primary publishing engine for the
advertising world, including research,
insights, tools, and data.
How to make the most of it:
Subscribe to the newsletter.
Play around with the Tools:
• Shopping Insights
• Google Trends
• YouTube Dashboard
• Customer Journey
• Consumer Barometer
Google Trends
Get the screensaver
Keep an eye on trending searches in
real-time, across the world.
What it is:
A tool to dig into search trends, uncover insights
about what people are looking for and how they are
thinking about it.You can compare search volume by
search query, across geos., timeframes, search
arena (YT search, web search etc) and category.
Try this query:
Put in yogurt; look at how it drops in December. What’s
like yogurt, but more of a treat? Compare to “pudding”.
What does this tell you about people in December (and
what should a yogurt brand do about it?)
Or this one:
Put in "DUI." Filter for US. Notice the top states on the
map that most frequently search for "DUI." Now put in
"drunk driving." Look at the top states for drunk driving
searches. Language matters, so think about what you
really want to learn.
Pro-tip:
Subscribe to any query you set up to get updates on it
by clicking the + sign in the upper right.
Q. Who is the most popular VS angel?

Gigi Hadid & Kendall

Jenner dominate
VS Angel searches

#1 top rising query

related to “vs angels”
is “gigi hadid”
Q. Do people search for credit “score” or report”?

“credit score” now more popular

than “credit report”
Q. Are there differences in how people search
for “cyber monday” vs “black friday”?

Greater interest in
Black Friday than
Cyber Monday

Focus on Retail Focus on Tech

(e.g. Nike, Kohls) (e.g. Best Buy)
Q. Which regions of US show greatest search
activity for online degree program?
Q. Are there any new college degree programs
that are currently trending?
 Q. What are the top and rising queries related
to credit score vs report?
● Free: Strong interest in “free” (and “free” brands)
● Education: Credit questions suggest opportunity for brands to educate
Consumer Barometer
What it is:
A set of tools built around global data about who is
connected, via what devices, and how they are using
the internet based around surveys conducted for
Google by TNS.
Try this query:
Build a graph to answer this question:
What proportion of Nordic internet users under 35
use a connected device while watching TV?
What motivates high income Germans to watch
videos?
Lots of content w/filters to customize Pre-segmented audience insights
Q. When is digital used during the
Clothing & Footwear purchase process?

Clothing & Footwear

shoppers utilize the
internet most heavily
during Consideration
Google Suggest

What it is:
Google Suggest is a an auto-complete tool where you can
enter a letter or a word in Google's search field, and it will
automatically generate associated terms in a dropdown
menu based on the most frequently searched terms.
Try This!
Type in a category or brand term and then go through the
alphabet starting with “a” to see what populates. Great way
to uncover intent and behavior that you don’t expect!
Google Correlate

What it is:
An insights tool that connects patterns in searches with
real-world trends (like the Flu Tracker).

Try this query:

Put in "ice cream." You'll see a high correlation with
grilled salmon. This does not mean people want grilled
salmon flavored ice cream- it means people are
thinking about grilling out, enjoying the outside, having
summer food. Correlate is all about loose connections
that can sometimes surprise you.
Search correlations suggest
life events may trigger
interest in credit

Travel
Home
Auto/Car
Job/Baby/Finance
 Insider’s Tip! Compare terms by geography
Example Use Case: Indexing against an attribute vs. the brand term
1. Click on compare US States, type “transunion” & hit scatter plot
2. Select one of the top correlated terms OR input your own manually by adjusting URL (red below)
https://www.google.com/trends/correlate/search?e=transunion&e=credit+score&t=all#scatter,10
3. Look at the states that over index for credit score to identify geos to increase brand presence

Transunion Credit Score

Google Insights Finder (NEW!) NDA ONLY
Affinity, Interest and Demo Audiences!
What is it?
Insights Finder turns Web and YouTube data into
actionable insights to help you pitch and refine brand
strategy. The only Google Insights tool that provides
demographic, keyword, affinity, and in-market
information. Sheds light on topics/ brands, and defines
profiles of consumers interested in these topics/brands.
How it works
By analyzing related topics and co-search data, the tool
joins related topics to illuminate consumer associations
and perceptions to arrive at new insights about the topic
What can you do with it?
Quickly understand a topic (coconut water), a brand
(Coca-Cola) or interest (football), by audience segment
type (5 subsegments created using cluster analysis).

● Top Down - Start with a topic, movement, affinity, brand

and build a consumer persona around these areas

● Bottoms Up - Start more granular by consumer type

(gender, age, parental status, region) and understand
their interests, affinities, in-market status & subsegment
Google EQ (NEW!) NDA ONLY
What is it?
Google EQ leverages public data to understand how people
feel about a brand, person, product or idea. The tool shows
emotions based in theories of evolutionary psychology and
goes beyond positive, negative, and neutral. Google applies
machine learning to translate emotions into English
sentences.

What it shows
● Emotional response to topics relevant to your brand
● Overall perception of your brand - present & trended
● Industry trends
● Sample emotions:

○ Primal - Joy, Trust, Fear, Surprise, Sadness, Disgust,

Anger, Curiosity

○ Social - Love, Respect, Awe, Disapproval, Remorse,

Contempt, Aggressiveness, Optimism
Google Consumer Surveys

What it is:
An inexpensive, rapid survey tool to get a quick read
on your audience, idea, or creative
 Takeaways Next Steps

Begin ‘practicing’ the Google Insight Tools on a daily basis

Start integrating Google Insight Tools into your day to day
Use Google Tools for:
• Top down or Bottoms up projects
• To validate a theory
• Complement existing processes and tools

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Helpful Links
1. Subscribe to Think With Google and play with these tools:and,and
• Shopping Insights
• Google Trends
• YouTube Dashboard
• Customer Journey
• Consumer Barometer

2. Reference this article The Best Tools for Consumer Insights: Lessons From Google
BrandLab

3. Check out these 3 blogs: Agency Blog, Doubleclick Blog, YouTube Trends
BROAD EXPLORATION

google.com/think google.com/zeitgeist youtube.com/trendsmap

google.com/alerts google.com/trends/topcharts

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COMPETITIVE INTEL

YouTube Brand Insights google.com/trends

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BRAND DEEP DIVE

insights Finder

google.com/trends/correlate

Related Searches

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CONSUMER BEHAVIOR

google.com/insights/consumersurveys consumerbarometer.com

Question Aggregator
NEW AUDIENCE INSIGHTS!

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Q&A?

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Let’s chase some
unicorns together.

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Thank you!

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