Among the 200 participants were our colleagues Alexandra Schütze, Lela Habteab and Gunnar Kühl, who was on stage as a speaker. Gunnar presented our Weber case on marketing and AI under the title “Feed Optimization through Google’s FeedGen & FeedX”. In this case study, Gunnar showed how we were able to optimize product marketing with Google’s solutions, which are based on the Gemini Pro Language Model. He discussed the challenges, the innovative solutions implemented and the impressive results. He moreover showed how AI can increase the efficiency and effectiveness of marketing.
We want to share these 8 insights with you:
Unified search – unmatched growth
A session on and simultaneously a plea for integrating data-driven search strategies (One Search) that can significantly improve brand performance. The case study highlighted 19 percent revenue growth achieved through a unified search strategy, combining SEA and SEO efforts, and leveraging tools like Google Analytics 4 and BigQuery.
Get in touch with us if you want to know more about your personal one search strategy!
Customer Data Platform (CDP)
This session was about CDP, a solution to centralize customer data from different sources and help maintain and develop personalized marketing. The session highlighted the challenges related to data fragmentation and presented initial use cases for using a CDP with the Google Marketing Platform and Google Cloud.
Please contact us if you are interested in use cases or implementing a CDP.
Value-Based Bidding with CLV data
Using customer lifetime value (CLV) data for value-based bidding can improve the performance of campagins. The integration of Firestore, sGTM and Google Marketing Platform led to an increase in return on ad spend (ROAS) by 25 percent in the case study presented.
Get in touch with us if you want to know more about your customer lifetime value or customer acquisition cost models.
Future-proof analytics
With the exit from third-party cookies and global data protection regulations, challenges arose for PUMA. Implementing a GA4 framework in PUMA’s app and websites in over 30 markets emerged as a key strategy for future-proof analytics.
We’re here and happy to help if you are interested in the conception and/or implementation of a (multi-device) framework.
ROAS increase through Dynamic Creative Optimization (DCO)
Automated real-time campaigns tailored to potential customers are unified in the Google Marketing Platform. This dynamic creative optimization led to a tripling of return on ad spend at Samsung Germany.
Further development of attribution models
In order to adapt to the changes in the digital tracking environment, 1&1 transformed its attribution models. By integrating data from multiple sources into BigQuery and applying a novel attribution approach, it identified undervalued media channels and improved media effectiveness and performance.
Please contact us if you would like support in developing KPI frameworks.
Creative scaling through AI
With the help of ViGenAir, Beiersdorf was able to significantly increase creation and media success through AI-controlled video creation and editing. A good example of how AI empowers media teams with a broader range of assets.
We love to help you with creating assets by using AI for you.
Are you curious and want to know what possibilities AI offers you for your business? Fill out our contact form and send us your request. We look forward to giving you the best advice and getting started as quickly as possible!
