Case

Google has been selected by the respondents as a company that conducts its Martech work with a very high standard. We have had the chance to interview them looking at their work and ambitions within the Martech area.

How does your company work within the four dimensions of Martech, and what will be your focus area moving forward?

For us, the biggest focus in the coming year will be the dimension called “people”. We will put our effort into making sure we continue to have the right competence in the right place. To secure our Martech-related competence within our organization we develop internal upskilling plans, assign product excellence leads and collaborate closely with global product leads to understand updates and roadmaps.

Our challenges today primarily revolve around navigating macroeconomic challenges and becoming resilient as an organization.

To ensure the various departments in our organization create the best customer experience and results we will need to prioritize primarily four parts. We need to continue our focus on crowd-functional collaboration, and client-centricity, foster a culture of knowledge sharing and celebrate success.

What role does Top management play in your Martech strategy and how do you get them involved?

By bringing clarity and insights into how Martech tools are being valued to the organization and its business objectives we keep our Top management engaged. Grounding our work in our business objectives allows teams to find value-adding Martech projects and use cases for our clients.

Our most important KPIs related to Martech and customers are share of wallet, unique reach, frequency, viewability, and durable conversions measurement.

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What do you think will be the next thing to look out for in the Martech field and how do you plan to work with AI? 

We believe most companies will want to improve their digital marketing maturity over time, and Martech plays one part in this. We see some companies still relying on traditional media where Martech is not championed fully today and we see increased complexities in for example measurement and privacy, both of which may impact the pace of digital maturity and use of Martech. The next thing to look out for in the Martech field is the broad use of AI and a new forthcoming European Union-U.S. Data Privacy Framework.

AI is already a part of many of our product solutions, but it is increasingly being launched into more services to deliver increased customer value. Either incorporated behind the scenes to deliver improved results or within a user interface to allow for creative exploration and fast ideation. What’s important for us is to learn and leverage trustworthy AI solutions to bring efficiency and effectiveness in reaching business objectives.

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Finally, would you like to share your “3 key steps to success”?

1.
Focus on your core business objectives

2.
Develop durable ways of measurement

3.
Give power to your teams to test and learn

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