{"id":113329,"date":"2012-05-25T21:24:00","date_gmt":"2012-05-26T02:24:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/google-thinkperformance-toronto-performance-marketing-grows-up-2\/"},"modified":"2025-01-03T05:08:40","modified_gmt":"2025-01-03T10:08:40","slug":"google-thinkperformance-toronto-performance-marketing-grows-up-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/google-thinkperformance-toronto-performance-marketing-grows-up-2\/","title":{"rendered":"Google ThinkPerformance Toronto: Performance Marketing Grows Up"},"content":{"rendered":"<p><em>Search is the world\u2019s biggest focus group. <\/em><\/p>\n<p>Speakers kept returning to this one phrase during yesterday\u2019s Google thinkperformance Toronto event. Yes, we love numbers. We are at our core a bunch of data geeks. But yesterday was more about the human element; how <a href=\"\/en-gb\/services\/analytics-and-marketing-science-services\/\">data can help us understand our user<\/a>, how it can help us anticipate and meet her needs, and why we need to step outside ourselves and think like the humans who visit our sites.<\/p>\n<p>Whether we were listening to <a href=\"http:\/\/twitter.com\/#!\/croneill\" target=\"_blank\" rel=\"noopener\">Chris O\u2019Neill<\/a>, <a title=\"Avinash Kaushik\" href=\"http:\/\/www.kaushik.net\/avinash\/\" target=\"_blank\" rel=\"noopener\">Avinash Kaushik<\/a>, <a title=\"Matt Ackley\" href=\"http:\/\/twitter.com\/#!\/mackley18\" target=\"_blank\" rel=\"noopener\">Matt Ackley<\/a> or <a title=\"Mitch Joel\" href=\"http:\/\/www.twistimage.com\/blog\/\" target=\"_blank\" rel=\"noopener\">Mitch Joel<\/a>, all speakers were bound by three golden threads:<\/p>\n<ul>\n<li>Intelligent, data-driven marketing is now the norm (or should be) at your organisation<\/li>\n<li>Success in digital means providing an easy, joyful user experience<\/li>\n<li>Consumers are ahead of most marketers in what they demand from digital environments<\/li>\n<\/ul>\n<p><strong>Data Analysis is a Given: Let\u2019s Think About the User<\/strong><\/p>\n<p>We found the presentations surprisingly relevant to some themes we are currently exploring at DAC \u2013 particularly the emphasis on user experience: merging the qualitative and quantitative.<\/p>\n<p>Performance marketers take data analysis for granted. We splice, dice, dissect ROI and clickstream data like it\u2019s going out of style. \u00a0In and around all the analytics, it is paramount to step back and think about how users enjoy your digital environments. Is your analysis improving the user experience? Are your visitors teaching <em>you<\/em> how to optimise your <a href=\"\/en-gb\/services\/design-and-creative-services\/\">design and navigation<\/a> to meet their needs?<\/p>\n<p><strong>The Mobile Wave is About to Break<\/strong><\/p>\n<p>And we couldn\u2019t agree more about the urgency of adapting to mobile. Time and time again, our clients\u2019 data is showing a steady increase in the number of visitors who search, click and buy on their mobile devices. In many cases, performance marketers are chasing the data, driven by a wave of consumer adoption. The faster we can adapt our campaigns and interfaces to where the market is at, the better our ROI and the happier our users will be.<\/p>\n<p><strong>Chris O\u2019Neill: Be Extraordinary<\/strong><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d06904288c6'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d06904288c6');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Consumers are engaged, and the intelligent marketer will develop content and campaigns on the consumer\u2019s terms. He asked all of us to demand more data (because we can) and to use this data to inform our <a href=\"\/en-gb\/services\/strategic-insights\/\">strategies and tactics<\/a>. Chris\u2019s conclusion: ground yourself with data, but take risks and deliver something extraordinary; if you don\u2019t, someone else will.<\/p>\n<p><strong>Avinash Kaushik: Deliver Joy<\/strong><\/p>\n<p>Avinash Kaushik, Google\u2019s Analytics evangelist, delivered a refreshing and simple message: provide users with an easy \u2013 and delightful \u2013 experience. Avinash underscored his message by leading us down a hall of shame featuring Canada\u2019s biggest consumer brands. Hilarity ensued. But it wouldn\u2019t be an Avinash show without some emphasis on metrics. Avinash noted: \u201cWe have access to more data than God wants anybody to have.\u201d What do we do with it? Learn how to intelligently measure success. Celebrate the exceptional, and kill what sucks.<\/p>\n<p><strong>Mitch Joel: Look Ahead<\/strong><\/p>\n<p>Mitch Joel is exceptionally good at giving us a peek over the edge at what today\u2019s digital innovators are up to. Sure, some new ideas may not trickle down to your business. But movements on the edge will subtly affect how consumers behave and how we market to them. Mitch underscored the necessity of building genuine, one-on-one relationships with consumers. He asked us to view data differently: to stop seeing it as linear in favour of viewing it as self-reflexive, circular. Privacy is not an issue if you are using data to give consumers what they want: personalisation.<\/p>\n<p><strong>Matt Ackley: Test, Iterate, Take Risks<\/strong><\/p>\n<p>Matt Ackley has deep roots in search and performance marketing; he helped invent it. As Google\u2019s Director of Media &amp; Platforms, Matt advised us to let the data lead, because \u201cyou can find things in the data that humans can\u2019t find.&#8221; His unshakable faith in predictive algorithms and personalisation has led him to contextual advertising and beyond. He described the process of creating ads to suit page content, while simultaneously adapting ad creative so it speaks directly to consumers. The goal: collaboration between publisher, advertiser and user will give consumers exactly what they are looking for.<\/p>\n<p>Interested in finding out more? <a href=\"\/en-gb\/get-in-touch\/\">Contact DAC<\/a>\u00a0today.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Search is the world\u2019s biggest focus group. Speakers kept returning to this one phrase during yesterday\u2019s Google thinkperformance Toronto event. Yes, we love numbers. We are at our core a bunch of data geeks. But yesterday was more about the human element; how data can help us understand our user, how it can help us [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[919,2743,490,2725,2758,803,1762,2734,325],"class_list":["post-113329","post","type-post","status-publish","format-standard","hentry","category-strategy","tag-avinash-kaushik","tag-chris-oneill-2","tag-google-2","tag-matt-ackley-2","tag-mitch-joel-2","tag-mobile-2","tag-performance-marketing-5","tag-thinkperformance-2","tag-usability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google ThinkPerformance Toronto: Performance Marketing Grows Up | 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