MediaPost Publications - Google CEO Predicts Marketing To Become More Analytical - 04/30/2008: "Google CEO Predicts Marketing To Become More Analytical
by Laurie Sullivan, Wednesday, Apr 30, 2008 7:00 AM ET
headshotLook for the advertising and the technology industries to grow cozier in a move similar to one experienced by the financial industry during the 1970s.
That's when a set of scientists and mathematicians developed new metrics, and suddenly a generation of employees focused on analytics joined financial firms to maximize efficiencies and profits, Google chairman and CEO Eric Schmidt told attendees at the 90th annual American Association of Advertising Agencies Leadership Conference on Tuesday in Laguna Niguel, Calif.
'There is every reason to believe marketing will go through a similar transition, but the principles of marketing--which are around storytelling, entertainment, targeting and selling--will be augmented by analytical tools,' Schmidt said.
The goal for Google is to develop technology that delivers actionable metrics, making it easier for advertisers and agencies to optimize and measure campaigns. More advertisers will have the tools to expand into multiple markets that can test consumer interest in products and services.
Take, for example, Cadillac's click-to-play video ads. The car manufacturer had its ad agency create 13 versions of an ad, testing them in"