The digital advertising landscape is currently undergoing a seismic shift. Third-party cookies, long the backbone of targeting and measurement, are declining. The rise of the Privacy Sandbox has many marketers scrambling to find alternative solutions. Online advertisers are testing platforms with Privacy Sandbox APIs, and one stands tall compared to the rest: Google’s Display & Video 360 (DV360). 

Unlike cookie-dependent platforms, DV360 is built with a privacy-first approach. DV360 offers a variety of alternative targeting and measurement solutions that don’t rely on third-party cookies. This makes it a future-proof option for advertisers navigating the evolving privacy regulations. We will go into more detail on DV360’s performance without the use of third-party cookies and how it compares to the market, unlocking the power of conversion modeling in DV360 to maximize your campaigns performance, as well as how to maximize your return on ad spent (ROAS) with DV360 using optimized bidding.

Google Privacy Sandbox: A Testing Ground for DSP’s

This Google article* highlights that Google has been running experiments using Privacy Sandbox APIs for the web on Google Display Ads and DV360. These experiments had three groups: comparing the use of ads with both third-party cookies & Privacy Sandbox APIs, neither third-party cookies nor Sandbox APIs, and one final group with only Sandbox APIs active. These tests provide a true scope of how viable interest-based advertising is without relying on third-party cookies. While the results are still preliminary, they show promise:

DV360 shows an 86% recovery in advertiser spending compared to the market average, which shows a 60% decrease in publisher revenue without third-party cookies.* 

Although these experiments are in the early stages, same as the Sandbox API, we have a baseline answer for how Google’s DV360 will last without third-party cookies. Although just about every advertiser will be taking a hit without third-party cookies, Google has an answer to minimize the damages.

Conversion Modeling Unlocks Hidden Value

In programmatic advertising, traditional attribution models have limitations. They often struggle to capture the full impact of your campaigns, especially for online-to-offline conversions or complex customer journeys. This is where Conversion Modeling with DV360 steps in, unlocking the hidden value in your campaigns.

As explained in a Google support article** Conversion Modeling utilizes machine learning to estimate online conversions that wouldn’t be directly attributable through traditional methods. This could include conversions happening on other devices, offline interactions, or conversions with a significant delay after exposure to your ad.

Here’s how Conversion Modeling in DV360 benefits your campaigns:

• More Accurate Reporting: By attributing credit for conversions that might have been missed previously, Conversion Modeling provides a more complete picture of your campaign performance. This allows you to make data-driven decisions and optimize campaigns for maximum impact.
• Improved Bidding Strategies: With a more comprehensive view of conversion data, DV360’s automated bidding strategies can be optimized. This ensures your bids are directed towards impressions most likely to result in a conversion, even if it takes time or happens offline.
• Greater Campaign Efficiency: By attributing credit more effectively, you can identify campaigns that are driving conversions, even if traditional models wouldn’t show them. This allows you to allocate your budget more efficiently and focus on the most successful channels.

Important Considerations:

Conversion Modeling is a powerful tool, but it’s important to use it strategically. Here are some things to keep in mind:

• Conversion Modeling is an estimate: While it provides valuable insights, it’s still an estimation. Don’t rely solely on modeled data, but use it in conjunction with your existing attribution models.
• Data Quality Matters: The accuracy of your Conversion Modeling results depends on the quality of your data. Ensure you have a clean and complete data set for optimal performance.

By leveraging Conversion Modeling in DV360, you can gain a deeper understanding of your advertising impact and unlock hidden value in your campaigns. This allows for more accurate reporting, improved bidding strategies, and ultimately, a more efficient and impactful advertising experience.

Expand Your Reach with Precision Using Optimized Targeting

Reaching the right audience is paramount to a successful advertising campaign. Traditional targeting methods can be limiting, but Optimized Targeting in DV3060 offers a powerful solution. This innovative approach leverages machine learning to go beyond your initial audience selections and identify new, relevant users with a higher conversion potential. 

According to the Google support article*** Optimized Targeting utilizes two key elements:

Audience Signals: These are your initial targeting selections, such as demographics, interests, and custom audiences. These provide a starting point for DV360 to identify similar users.

Real-Time Data: DV360 analyzes vast amounts of real-time data on user behavior, campaign performance, and marketplace trends. This allows it to discover new audience segments that share characteristics with your initial audience and are more likely to convert.

Optimized Targeting offers several key benefits. It expands your reach beyond initial audience selections, finding new potential customers. By focusing on high-conversion users, it boosts campaign effectiveness and optimizes budget allocation. Additionally, it reduces the need for constant audience refinement, saving time and effort while maintaining performance.

Here are some tips to maximize the effectiveness of Optimized Targeting with DV360:

• Start with Strong Audience Signals: Provide a solid foundation by choosing relevant and well-defined audience segments.
• Utilize Diverse Data Sources: Integrate data from various sources like Google Analytics and CRM systems to enrich your audience profiles.
• Set Conversion Goals: Clearly define your campaign goals to guide DV360’s targeting algorithms.
• Monitor Performance: Regularly monitor campaign performance to assess the effectiveness of your optimized targeting strategy.

By utilizing Optimized Targeting with DV360, you can reach more relevant audiences, increase conversions, and ultimately achieve your marketing goals. Utilize DV360’s intelligent algorithms to do the heavy lifting, while you focus on crafting compelling ad creatives and strategic campaign initiatives.

Google’s DV360 positions itself as a formidable force in the evolving digital advertising landscape. Its emphasis on privacy coupled with robust tools like Conversion Modeling and Optimized Targeting, make it a compelling choice for marketers navigating the cookie-less future. While the industry faces new challenges, DV360’s adaptability and performance in Privacy Sandbox experiments demonstrate its resilience and commitment to delivering results. By harnessing the power of DV360, advertisers can not only weather the storm but thrive in this new era of advertising. As Google Marketing Platform resellers, Making Science can help elevate your display campaigns using the full capabilities that DV360 has to offer. Reach out to us today to discuss what we can do for your marketing efforts.

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*https://support.google.com/displayvideo/answer/15192137?sjid=3266901102191875360-NC

**https://support.google.com/displayvideo/answer/11905523?hl=en

***https://support.google.com/displayvideo/answer/12060859?hl=en&sjid=3266901102191875360-NC

We are in the era with digital marketing on top of the world, and looking for the right tools & solutions to excel in your company’s presence is essential. With Google’s Display & Video 360, businesses can reach their target audience with compelling and intriguing still image and video content that drives positive events such as conversions, subscriptions, or whatever your team is reaching to achieve. Let’s look closer into DV360 and the rising question of user privacy within this impactful tool.

So, what is DV360?

Display & Video 360 is Google’s integrated tool for managing programmatic ad campaigns. It’s part of the Google Marketing Platform and offers comprehensive features for planning, executing, and optimizing display and video advertising across various channels. It offers robust analytics and real-time optimization features, making it a powerful choice for advertisers looking to maximize their reach and performance. The impactful feature of enhanced automation helps maintain performance using an advanced AI prediction model to curate an advanced optimization algorithm for your campaigns. Enhanced automation has led to a 60% median decrease in cost per acquisition* in most cases. When it comes to successful verticals, retail, travel, and automotive sectors often see strong performance with DV360 due to its precise targeting and rich media capabilities. What’s unique about DV360, however, is its versatility. DV360’s flexible formatting and diverse content inventory makes it an effective tool across many verticals.

Protecting User Data with DV360

In the year 2024, everyone has seen some case and situation of user data being exposed, which is why 4 of every 5 online users** are worried about their privacy and how easily their data can be stolen. At the same time, 66% of the general population** is still expecting to have a unique, personalized ad experience, which leads to the complications of exposing their data. So, how does DV360 & Google come into the picture and please both parties?

Google continuously updates its practices to ensure user data is protected while maintaining ad effectiveness. Their efforts to continue to preserve user privacy while maintaining a personalized ad experience has been labeled the Privacy Sandbox Initiative. The Privacy Sandbox is Google’s initiative to develop new web standards that prioritize user privacy while allowing targeted advertising. For DV360, this means evolving to use these new technologies, like Federated Learning of Cohorts (FLoC), which should positively impact its ability to deliver personalized ads while respecting privacy. Overall, the changes brought by the Privacy Sandbox should positively impact DV360. While there will be an adjustment period, the move towards more privacy-focused advertising will ultimately build greater trust with users and ensure long-term sustainability for the platform.

DV360 will stay on top

Google’s Display & Video 360 tool is here to stay atop of the digital marketing landscape when it comes to video and image campaigns. Their expansive inventory and capabilities to be activated on almost any platform thanks to Google makes it a top choice for advertisers.

As Google Marketing Platform resellers at Making Science, we are prepared to help deliver the best results for businesses to grow to their fullest potential. Reach out to us today to learn more about our services regarding DV360 and other GMP tools.

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*Source: Google, DV360 & CM360 3P Cookie Deprecation Holistic Readiness Guide, 2023

**Source: Google, DV360: Level Up Webinar, 2024

The recent Making Science and Google Cloud event series delved into the transformative power of Generative AI (GenAI). From text to images, GenAI is revolutionizing how businesses operate and engage with their audiences. However, one area that’s generating immense excitement is conversational AI, particularly its impact on customer service and engagement.

GenAI: A World of Possibilities

GenAI encompasses a range of technologies that enable machines to generate human-quality content. This includes text generation for marketing materials, creating realistic images and videos, and even composing music. The vast applications empower businesses to personalize customer journeys, optimize marketing campaigns, and streamline content creation.

But GenAI’s capabilities extend beyond text and images, venturing into the audio realm. This includes:

• Speech Synthesis: GenAI can generate realistic and natural-sounding speech from text, enabling lifelike interactions with virtual assistants and chatbots.
• Voice Conversion: Imagine transforming your voice into different languages or even different voices entirely. GenAI makes it possible, opening doors for personalized audio experiences and accessibility solutions.
• Audio Editing and Enhancement: GenAI can remove background noise, improve audio quality, and generate sound effects, creating a more immersive and engaging audio experience.

These advancements in GenAI for audio lay the foundation for sophisticated conversational AI applications. By combining natural language processing with high-quality audio generation, businesses can create truly interactive and engaging customer experiences.

The Rise of Conversational AI

Within the GenAI landscape, conversational AI stands out for its ability to revolutionize customer interactions. Powered by natural language processing and machine learning, conversational AI tools like chatbots and virtual assistants can understand and respond to human language in a natural, contextually relevant way. This opens doors to:

•  24/7 Customer Support:  Say goodbye to limited support hours and long wait times. Conversational AI provides instant responses and assistance, ensuring customers feel heard and valued around the clock.
•  Personalized Interactions:  Gone are the days of generic responses. Conversational AI tailors interactions based on individual customer preferences and past interactions, creating a truly personalized experience.
•  Increased Efficiency:  By automating routine tasks and handling a high volume of inquiries, conversational AI frees up human agents to focus on complex issues, boosting overall efficiency and productivity.
•  Valuable Insights:  Every interaction with conversational AI provides valuable data and insights into customer behavior and preferences. This information can be used to refine marketing strategies further, personalize offerings, and improve the overall customer experience.

Conversational AI in Action: Real Estate and Beyond

The impact of conversational AI is already being felt across various industries. We are helping one of the main leaders of the real estate sector in Spain, an important company in Spain, implement conversational AI to transform property search, virtual tours, and mortgage assistance. Potential buyers can now receive instant answers to their questions, explore properties virtually, and even get pre-qualified for mortgages – all through a seamless conversational interface.

Beyond real estate, the potential applications are endless. Retail giants leverage conversational AI for personalized product recommendations and virtual try-on solutions. Financial institutions use it for account support, loan applications, and fraud detection. The possibilities are limited only by our imagination.

The Future of Customer Engagement

As GenAI continues to evolve, conversational AI will play an increasingly central role in shaping customer experiences. Businesses embracing this technology will be well-positioned to build stronger customer relationships, drive efficiency, and achieve sustainable growth.

Making Science and Google Cloud are committed to helping businesses unlock the power of GenAI and conversational AI. Contact us today to explore how these technologies can transform your customer engagement and take your business to the next level.

US CEO, Jason Downie attended RampUp 2024 and writes about his key insights and reflections from the event.

“At Rampup 2024, the term “data collaboration” was said MORE times than AI. That is a first! Scott Howe’s keynote focused on the dawn of this new era, ushered in by changes in user expectations for privacy and personalization, changes in regulations, and the deprecation of 3P party cookies.  

A month prior, I heard David Cohen speak at IAB ALM, and he called the upcoming years “The In-Between Years”. The messy middle between what was the standard for the last 30 years (3P cookies and precision marketing) and what will be for the next +30 years (1P data, AI-powered modeling, and collaboration).

A few weeks before IAB ALM, I heard Google’s Steve Yap speak at a US GMP Sales Partner summit. He spoke to the future of Google’s ad and martech being a “cooperative”.

Collaboration.  Cooperation.

Marketers need to figure out what their new “partner ecosystem” will look like and move quickly to build those relationships and the interconnectedness needed to achieve their goals.

In order to fully participate, marketers need:

• 1PD collected, prepped, de-siloed and organized
• Data Housed in a place (a cloud, or multiple clouds) where it can be made available for use across multiple partners (in a privacy-safe, secure environment)
• Clean room tech that unlocks data collaboration across brands, data partners, and retailers in a way that also protects consumer privacy and consent
• Platform partners that enable interoperable activation of the data where customers live (e.g. through PAIR into Google DV360)
• A way to pull the results back down to the data warehouse for analysis and measurement

To do all this, marketers will need multiple partners.  Consulting firms, system integrators, cloud providers, clean room tech, data partners, etc..  We are trying to figure out, as an industry, how to do business for the next 30 years.

Marketers are generally not set up to do this.  They sell soft drinks.  Or soap.  Or checking accounts.  Some in-housing (or as we like to say, “right-housing”) is needed to own the data.  Testing and learning can be expensive.  But it needs to be done.  Marketers should be trying lots of different tactics in a short period of time (fail small and fast to win big!) in these in-between years, in order to arrive at more permanent solutions that will work for the new era.

Finding trusted advisors to help make sense of all the partners feels like an important step in this process.  Lots of companies have point solutions, or ad inventory, or data assets, or do media planning, buying, or measurement.  But a lot less are client-centric experts in the data collaboration value chain of the future.  Consulting plus hands-on-keyboard thingdoers to evaluate tech, collect, move, organize and activate 1PD, and enables tech connections and run POCs.  There will be an evolution towards companies becoming “ad tech system integrators for the CMO” or Data AORs as data collection and collaboration become more important.  And marketers will be better off as this evolution continues, so they can tie all this together in bespoke winning strategies.”

Get in touch with our team of experts to help your business navigate through the digital landscape.

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As we step into 2024, the digital realm continues to evolve at an unprecedented pace, shaping the way we connect, consume information, and make decisions. In this blog post, we will delve into five key digital trends that are set to dominate the landscape in 2024, namely Customer Data Platforms (CDP), Artificial Intelligence (AI) in Advertising, TikTok Search, Connected TV (CTV), and Privacy-Centric Marketing.

Customer Data Platforms (CDP)

In the era of data-driven decision-making, Customer Data Platforms (CDP) are becoming the cornerstone of successful marketing strategies. CDPs enable businesses to consolidate customer data from various touchpoints, creating a unified and comprehensive profile. This holistic view of customer behavior and preferences allows for more personalized and targeted marketing efforts. In 2024, we anticipate a surge in the adoption of CDPs as businesses recognize the importance of understanding their customers on a deeper level.

AI in Advertising

Artificial Intelligence (AI) has already revolutionized the advertising landscape, and in 2024, it’s set to become even more integral. AI-powered advertising enables businesses to deliver highly targeted and personalized content to their audiences. From predictive analytics to programmatic advertising, AI optimizes ad placements, ensuring that brands reach the right audience at the right time. As technology advances, we can expect more sophisticated AI algorithms to enhance ad relevance and engagement.

Search on TikTok

While TikTok has taken the social media world by storm, 2024 will see a significant shift towards search functionality within the platform. With the introduction of advanced search features, users can discover content more efficiently, opening up new opportunities for brands to be discovered. This evolution in TikTok’s search capabilities will make it an even more powerful platform for marketers looking to connect with their target audience through creative and engaging content.

Connected TV (CTV)

Connected TV (CTV) is redefining how consumers access and interact with content. The rise of streaming services and smart TVs has paved the way for personalized, on-demand viewing experiences. In 2024, CTV is poised to become a dominant force in the advertising space. Marketers can leverage CTV to reach audiences on a larger scale, delivering tailored content directly to viewers’ living rooms. The shift towards CTV highlights the importance of adapting advertising strategies to meet consumers where they spend their screen time.

Privacy-Centric Marketing

With growing concerns about data privacy, consumers are increasingly seeking transparency and control over their personal information. Privacy-centric marketing is not just a trend; it’s a fundamental shift in how businesses approach customer data. In 2024, we expect companies to prioritize privacy in their marketing strategies, building trust with consumers by adopting ethical data practices. This shift will influence everything from targeted advertising to data storage and handling as businesses strive to demonstrate their commitment to protecting user privacy.

As we embrace the digital trends of 2024, it’s evident that the landscape is evolving towards more personalized, transparent, and user-centric experiences. From harnessing the power of CDPs to navigating the realms of AI in advertising, TikTok search, CTV, and privacy-centric marketing, businesses that stay ahead of the curve will find themselves well-positioned in the competitive digital landscape. By understanding and adapting to these trends, marketers can create meaningful connections with their audiences while staying at the forefront of innovation.

31% of consumers prioritize experience when interacting with brands.*

Do you know the difference between brand experience and digital experience?

Brand experience is about building meaningful connections that matter and contribute to people beyond the product or service being sold, with digital experience being a fundamental pillar that brands must strengthen to connect with their current and future audiences.

Today, digital experience has become an additional value proposition that brands need to map and execute to generate qualified connections, in addition to qualified leads.

‘Must-Haves’ to Create Strategies That Bring Brands to Life

1. Build an Engaging Narrative by Adopting the Language of Digital Natives

The Nude Project is a brand born for a Generation Z audience that lives on Instagram and TikTok. Bruno Casanovas and Alex Benlloch, its founders, started the company in 2019 and in just four years, it has become a cornerstone of communication. With 719.3K followers on TikTok, a podcast featuring interviews with the business world’s top figures, and a staggering 11M in revenue for 2022, Nude Project is an example of a brand that tells stories, connects with its audience, and sells not just clothing but individuality through fashion and a sense of belonging through community feeling, all communicated through codes common to an entire generation.

What’s needed to develop an engaging narrative?

• Create a meaningful message
• Generate entertaining content
• Be present on the channels that are most relevant to our audience

2. Create Digital Proximity via Easily Consumable Formats

Once again, the well-known brand Zara surprises us with the inclusion of ordinary photos throughout its catalog. Scrolling through their website and app, they offer images of everyday situations so you can get an idea of how the outfit or garment fits into your daily life. This activation, besides being immensely creative, is approachable, something we don’t often see from brands in the market. Such formats demonstrate that the brand pays attention to people’s needs. It’s proof of what the brand is willing to do for its consumer.

What’s needed to develop digital proximity?

• Understand the consumer and listen actively to their needs
• Innovate using digital formats by adapting to the style of consumers

3. Unique Personalization by Delivering Customized and Recurrent Content

We can’t overlook the current fashion marketplace sensation, Shein.

Shein is a brand that relies on big data to offer tailored personalization to its customers.

It provides product recommendations, personalized web content, and promotions, as well as app features like garment recognition and suggestions for similar items. Moreover, it can predict trends and anticipate search behavior.

What’s needed to develop unique personalization?

• Collect consumer data in a privacy-safe way to discover new touchpoints
• Monitor and anticipate consumer’s purchasing needs

How to Connect with Consumers Digitally

Achieving a great experience is not an easy task. It implies communicating more than just the brand, more than sales, and investing in understanding what would make things easier, more entertaining, or useful for future buyers.

Throughout this article, we have identified three key elements when developing a brand experience strategy:

• Engaging Narrative: Message + Entertainment + Channels
• Digital Proximity: Listening + Format
• Unique Personalization: Data + Monitoring

These keys will guide your brand experience strategy, working on relevance beyond conventional communication in order to create exceptional communication.

Do you want to work on your brand’s digital experience? Our team of Brand & Content and Social Media experts can assist you. Get in touch to tell us about your project.

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*According to a study conducted by Twilio in 2023.

Can you tell us a bit about your background and experience that led you to join our team?

I began my career in Finance before transitioning to Google, where I joined the Google Marketing Platforms team. During my tenure, I had the privilege of working with clients of diverse scales, honing my skills in consulting Agencies and Resellers by creating tailored solutions to meet their GMP advertising objectives. Unfortunately, our team was affected by the layoffs in January 2023. However, this presented a remarkable opportunity for me to join Making Science alongside fellow ex-Googlers. I am thrilled to collaborate as a team and drive the growth of the US GMP business together.

How would you describe your role within the team and what are your primary responsibilities?

As a Customer Success Manager at Making Science, my primary role is to ensure the success of our clients’ GMP initiatives. Working collaboratively across various functions such as sales, new business, data, ad tech, and programmatic, my team and I strive to deliver expert solutions and support to our valued clients. We also work closely with our Google partners to ensure optimizing GMP products to meet the specific needs and goals of our clients.

Do you think being certified in Privacy is essential to operate and improve the activity on Google Marketing Platform?

Being certified in Privacy is a critical skill all professionals in this industry should strive to have and continue developing. It equips advertising technology professionals with the knowledge needed to navigate privacy regulations, protect user data, maintain trust, and stay ahead in a privacy-conscious industry.

What are the advantages of being certified do you think bring the most value to the client?

Privacy regulations and laws, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), have strict requirements for handling and protecting user data. Having a comprehensive understanding of the laws and insight into where regulation is headed in the (near) future will ensure compliance and allow you to set your clients up for success in their long term initiatives.

In the evolving landscape of adtech, privacy is increasingly valued by consumers. Advertisers who can demonstrate expertise and certification in privacy have a competitive edge. Clients and partners seek professionals who understand the complexities of privacy regulations and can navigate the challenges associated with data protection.

Overall, being privacy certification equips ad tech professionals with the knowledge and skills required to navigate privacy regulations, protect user data, maintain trust, and stay ahead in a privacy-conscious industry.

Tell us a bit about your background and experience that led you to join our team.

I started my career in the agency space at OMD as a media planner, working with large CPG brands to define advertising strategies. Then, I moved to Google and started on the Google Customer Solutions team, working with small and medium businesses to build Google Ads strategies. I then transitioned to my most recent role at Google under GMP Solutions, where I consulted with global customers to guide their GMP advertising strategy and provide account support. After our team was impacted in the Jan ’23 Google layoffs, I’m excited to join many fellow ex-Googlers at Making Science to launch the US GMP business! 

How would you describe your role within the team and what are your primary responsibilities?

I am an AdTech Consultant at Making Science and my team’s primary objective is to ensure we are providing successful and positive experiences for our clients. My team works cross-functionally with Sales, Project Management, New Business, and Data & AdTech to build and execute comprehensive plans to suit our client’s advertising needs using the Google Marketing Platform house of products. With our combined expertise, we partner with our Google specialists to provide our clients with tailored solutions. 

What are the advantages of being certified in DV360?

Being certified in DV360 (Display & Video 360) offers several advantages. First, the certification provides you with the credibility to demonstrate your knowledge of the platform and the ability to effectively execute display and video ad campaigns. Additionally, the certification provides you with a deeper understanding of the platform’s advanced features and tools, enabling you to leverage the product’s full potential in advanced advertising strategies, increased efficiency, and performance. Ultimately, this helps to achieve better results for you and your clients. 

What are the advantages of being certified do you think gives more value to the client?

One of the many advantages of being certified in DV360 includes building client and stakeholder trust. Proving your expertise allows clients to rely on these skills to maximize their advertising budgets, optimize their campaigns, and deliver measurable results. With the certification, you gain skills to navigate the platform efficiently and effectively. This translates into improved campaign management, better targeting capabilities, and more accurate performance tracking. 

In what ways does having a DV360 certification set a professional apart in the industry?

A DV360 certification provides professionals with a competitive advantage of demonstrated expertise. The certification displays a commitment to the digital advertising industry and staying ahead of the trends in the marketplace. A DV360 certification requires professionals to keep updated with the platform’s latest features, updates, and industry developments. 

Learn more about our Google Marketing Platform expertise.

Tell us a bit about your background and experience that led you to joining our team.

I worked at Google for the last 6 years. I started on the Google Ads Search and performance marketing side before transitioning to the Google Marketing Platforms suite of products for the last 4 years. After being impacted by the layoffs in January, I was lucky enough to earn this exciting new opportunity working with a number of ex-Googlers to launch Making Science’s GMP business in the US!

How would you describe your role within the team and what are your primary responsibilities?

I lead the Customer Success team at Making Science US in order to ensure our clients receive the best possible services and experience. I focus on our complex customers with projects across multiple Making Science business units (Data Analytics, AdTech, Media, etc.) in order to plan, organize, and execute strategies that deliver exceptional quality. My team works across all the GMP products to provide a centralized perspective and identify expert solutions that exceed client expectations. As the main customer point of contact at Making Science, we streamline operations and meet all their needs.

What are the advantages of being certified in Search Ads 360 (SA360)?

Certification in Search Ads 360 means we’re trusted by the experts, Google, to perform critical tasks and workflows in the platform. Hands-on experience in Search Ads 360 is necessary to achieve certification, indicating we have the knowledge and experience on how to utilize SA360 to achieve the best results. Given the importance and power of performance marketing data and activation, this certification is specifically critical to brand success. Most importantly for my team, it also means we’re qualified to provide the highest caliber of customer service because our expertise allows us to understand the inner workings and/or root causes of any issues and therefore more efficiently determine viable solutions for our customers.

Do you think being certified in SA360 is essential to operate and improve the activity on the platform?

As certified experts in SA360, my team and I can use our knowledge and expertise to identify if/when there are potential product bugs and then go through the proper Google channels to acquire the appropriate support. Additionally, coming from the Google side, I personally have experience with product feedback and improvement so I understand the impact of direct user input to pave the way for product roadmap improvements. Having intimate, first-hand experience in products makes feedback significantly more impactful and much more likely to come to fruition.

What are the advantages of being certified do you think gives more value to the client?

The product experience and expertise required to achieve certification establish a foundation of trust for our customers. We’ve put in the time and effort to know the ins and outs of the products with the specific goal of best supporting our clients in achieving their objectives. Being certified means we have a more thorough background in the product so we know if/when issues arise, we have an established process and solution to promote customer success and excellence. 

How has your certification in certification positively impacted your work output or processes?

Without the knowledge and expertise gained prior to and throughout the certification process, my team and I wouldn’t be able to manage our customer’s success as effectively. As the central point of contact for our customers, we need to understand each GMP product enough to be able to bring in and/or consult the appropriate resources to support clients. We have a duty to our customers to meet their needs and expectations and certification allows my team to demonstrate their knowledge and apply it to their everyday responsibilities.

Learn more about our Google Marketing Platform expertise.

Tell us a bit about your background and experience that led you to join our team.

I’ve been privileged to have a dynamic career, spanning diverse industries such as technology, management consulting, and financial services. My journey has taken me to organizations I refer to as ‘digital marketing universities,’ including the likes of Google, Accenture, and Ogilvy & Mather.

Interestingly, my introduction to Google Analytics happened during my initial week at Ogilvy, right out of college. While it seemed like a detour from my initial ambition to be the next Don Draper, it turned out to be an unforeseen blessing. This early encounter with data analytics set the stage for my career, cultivating my proficiency in marketing strategy and data analytics. Gaining fluency in Google Marketing Platform (GMP) was not just beneficial but proved to be indispensable throughout my professional journey.

When I discovered Making Science and its avant-garde approach to digital acceleration—blending their expertise with Google technology—I was intrigued. I saw an opportunity to apply my accumulated experience in unique and impactful ways, and I knew I had found the perfect environment for my next professional adventure.

How would you describe your role within the team and what are your primary responsibilities?

As the Head of Data & Analytics at Making Science US, I’m leading a team of data enthusiasts who, like me, are committed to unlocking and leveraging the transformative power of data. Our mission is to guide our clients towards their goals and we do this by helping them find insightful nuggets that fuel their strategic decisions and ultimately grow their businesses. 

Without measurement, it’s not marketing, it’s gambling, right? With GA4, we empower clients to see a comprehensive view, so that their marketing bets are less of a gamble. We’re maniacally focused on spotting the gaps, encouraging a data-driven mindset, and ensuring we’re all rowing in the same strategic direction.

What are the advantages of being certified in GA4?

It’s not a hard-and-fast rule, but being certified in Google Analytics 4 can definitely make a big difference. It helps to ensure that you’re not just operating the platform, but you’re also capable of unlocking its full potential, identifying insights that might be overlooked otherwise. It’s like the difference between being a tourist and a local in a new city – certification indicates you probably know a lot of the back alleys and hidden gems.

What advantages of GA4 certification are most valuable for your clients?

Certification is just part of the story, but it does indicate that someone has an understanding of the intricacies of Google Analytics 4 and shows their commitment to drawing meaningful, actionable insights from data. Hopefully, this helps clients trust they are receiving cutting-edge insights and strategies from dedicated practitioners, but the proof is really in the work.

Some of the areas that GA4 certification aids the work we deliver are below: 

1. Data-Driven Decisions: Certification helps us validate our strategies for uncovering deeper insights about users’ behaviors across platforms and transforming complex data into actionable strategies. It’s all about making smart, informed decisions that drive growth.
2. Efficiency All The Way: We leverage GA4 to fine-tune our client’s marketing strategies and ad spend. Better insights lead to improved Return on Advertising Spend (ROAS) and overall marketing efficiency. Certification ensures we stay up to date on all the learnings.
3. Privacy-first approach: We navigate this landscape with our clients, offering guidance on data compliance and best practices. Google’s dedication to privacy-first solutions are well imbued throughout the journey to certification. This only reinforces our nuanced understanding of how to deploy the for tools for clients of different tech maturity levels.

Are you ready to extract the most value of Google Marketing Platform? Our team of experts can help you with any need or case you have related to the platform. Don’t hesitate to get in touch!

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