“Gone are the days when we could depend on other regions to figure out what our next steps might be,” says Wong. Overseeing 14 markets across the region, this proved to be as interesting as it was challenging for Wong’s team. With Erica Wong, its Asia Pacific Editor-in-Chief at the helm, the team started putting together valuable insights from Google’s trove of data for marketers across the region. In 2015, Think With Google introduced the Asian edition of its publishing platform. Originally devised as a research-focused content site, Think With Google has since evolved into a resource hub for many marketers. For Google, the main challenge was to transform these figures into incisive information for marketers. When Think With Google first launched in 2013 as Think Insights, its goal was to utilise Google’s huge bank of data to provide marketers with relevant insights on consumer and cultural trends. And this is no exception for the tech giant’s approach to content marketing – from exploring content topics and distribution channels to testing colour shades and optimising clickthroughs – every decision is data-centred. From sales to human resources and innovation, data is at the core of how Google runs its business.
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