Uri Baruchin’s Post

This case from "Think with Google" about @The New York Times brings an interesting approach about building First Party Data: A few years ago, the data science team at The New York Times had an idea. If they could understand what an article made a user feel, it could become a powerful signal that could be meaningful for their advertisers. Through crowdsourcing, they were able to obtain 150,000 emotional responses from their readers. From those, they gleaned 42 unique emotions they could use to align with their advertisers’ content and messages. Consequently, the ads readers see now can feel super relevant and empathetic, because they’re tailored to the emotion solicited by the article. The results? Better attention, and higher-quality impressions for their ads — they outperform industry benchmarks by 2X. And that advertising revenue gives the publication the space to dedicate resources to stories and topics that most other organizations can’t cover. https://lnkd.in/d4aFPYtr

During my 7+ years at Google, the Decoding Decisions research has honestly been one of the most useful resources I've come to learn from and use in my day to day work with brands. If you enjoy a bit of behavioural science and, critically, are looking for practical ways to apply it to your marketing strategy then do check out this new 2nd chapter in the research.

🔍💡 Uncover why Google is not just a search engine but the world's most honest focus group: 💬 Users expressing vulnerability & honesty with their queries 💡 Data that reveals consumers' real-time, ever-evolving needs 📊 Crystal clear reporting -- no approximations here! Now, envision the game-changing power your brand can seize from this always-on focus group, providing insights across billions of searches! 🚀 Ready to unlock the secrets? Click the link to explore more: https://bit.ly/3Oywqli #GoogleSearchMagic #ConsumerInsights #AlwaysOnFocusGroup #DataDrivenDecisions

Google Trends: Explore issues and events in detail. Curated by the Trends Data Team. Year in Search 2023. Explore the year ...

Its All About Demand. If you are considering building a solution to a problem you have identified, have you been able to determine whether anyone else has this problem as well? Its easy enough to do with Google Trends... head over to trends.google.com and start adding keywords and understanding consumer demand. Is there any demand for the idea at all? Is there a demand for niches within the problem statement? Is there increasing demand/interest over time? Is there decreasing demand/interest over time? What locations represent the most demand? Can you identify any seasonality in the long term data? When was the peak of demand? Inception Marketing is all about catching a pulse without spending a single dollar. Catch the whole series on YouTube: https://lnkd.in/eit_8vhB

The sweet spot for research is something that is shocking in magnitude but not at all shocking in direction. Something that leaves your jaw open, but opened it when you were nodding along. Over the last two months, my team (shoutout Arjun Sangwan & Christian J. Ward ) and I have combed through data for over half a million businesses to help answer the question, "How much does a business benefit from being found in more places?" What we found hit the research sweet spot - shocking in magnitude, not in direction. We discovered that regardless of size, region, or industry there seems to be a beautiful pattern between brands that put their information in more places and their respective success on Google. Not only did they see 17% of website search traffic coming from non-Google sources, but those that synched data to over 75% of these publishers saw Google website traffic 186% higher than businesses synched to under 50%. Simultaneously obvious and shocking. Check out the whole study here: http://yex.tt/49PivOC

Google Trends: Explore issues and events in detail. Curated by the Trends Data Team. Year in Search 2023. Explore the year ...

In this Insights Jam — where Googlers gather to discuss all things Google Search — our analysts break down the three key behaviours making the consumer journey what it is right now. Give it a watch → https://goo.gle/44QAcM1 #ThinkwithGoogle #ConsumerBehaviour #consumerjourney

Google just released its annual Year in Search analysis, highlighting the top search trends globally and by country in 2023. Understanding what topics and events captivated people this year provides insight into the news, personalities, losses, and changes that defined 2023. Check out the 2023 search trends here:

Marketing in the Messy Middle g.co/think/messymiddle2 Delighted to share news about the launch of our latest collaboration with Google: 'Decoding Decisions: Marketing in the messy middle' . This new report builds on the earlier findings of Decoding Decisions and is the result of three years of analysis and experiments into the behaviours that shape consumer decision-making. It reveals how behavioural science principles can be applied in three real-world marketing scenarios - in Search advertising, information on brand websites, and at different points of sale where consumers buy. Download the full report from: g.co/think/messymiddle2 A huge thank you to Jonny Protheroe Sarah Ashley Tamara Bos Emily Allen Pablo Perez from Google for their on-going partnership, to Dipesh Mistry and the rest of the TBA team and to Rebecca Cole and the team at Cobalt Sky for helping us pioneer new ways to simulate decision making. #Research #Insight #BeSci #BehaviouralScience #Google #TBA #Marketing #Decodingdecisions #Consumers #DD2