Keynote: What search data can teach us about the offline world

Dave Barney (Google)

Keynote: What search data can teach us about the offline world Dave Barney (Google)

19.12.2017 - Artikel

On the 6th Analytics Summit Dave Barney, Product Manager at Google for Attribution 360, showed us how to understand the world better with search data and apply the knowledge accordingly to market and business.

Everything started in 2008 when the so called “Flu Trends” gained attention. The search data of all flu related keywords showed a clear correlation to the actual real life flu breakouts. The more people got ill the more they looked for symptoms or preventions online. Therefore, only on the basis of search data the flu breakouts could be predicted even earlier than the medical centers were able to. All this is explained by the change of the human behavior with the shift of technology especially of mobile devices. Nowadays, everyone has the opportunity to look up almost anything and receive an answer within milliseconds.

By looking at Google Trends, it is possible to track down any search topic and receive an overview of search quantity, locations, related topics and queries. But not only it is possible to look specific keywords up but also using this data smartly for the own business and market. This can be done for instance by entering the own business data such as sales or foot tracking to Google Trends in order to find out time series of searches as well as correlated keywords. Subsequently businesses can adapt their marketing strategies to the new gained insights.

The fast responsiveness of humans regarding live events results in the conclusion that only events that are occurring individually with no sort of regularity such as TV ads, radio ads or natural disasters can be read out easily from search data. However, things such as viral videos or posts on social media don’t show a striking peak within the search data since people see the content at a different time and therefore look it up in different time slots than live events.

Attribution 360 for TV Attribution links the advertisement data with the online activity of the audience in order to understand what is on TV and how it is being interacted with. The complete TV behavior of humans has changed with the introduction of tablets and smartphones. Audiences tend to connect and correspond more and more with the TV content in an online environment. TV Attribution shows the digital response in correlation to TV ad airing.

A famous example for a responsive audience is the TV show “Shark Tank”. With only one look on the search data, one can detect a huge spike in the search term of the currently presented company on the show. That definitely emphasizes the fact that only by attending to this TV show, start ups can make a huge benefit for themselves with this kind of attention and responsive audience. By combining and analyzing the TV spot data, Google Analytics data as well as the Google search data, incremental searches and visits can be attributed to the according TV spot. Therefore low performances of ad placements can be optimized and be turned to high performances with the new knowledge of the data.

In conclusion, the search data trends give us big insights into how the world is actually working and what is important to the world. With these modern aspects of data analysis, the attribution airing advertisement has and will change continuously enormously.

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