Google To Publish Data Supported Trends On Think Insights

16 May, 2011

Online search giant Google has launched an online property called Think Insights where it will offer answers and information on digital marketing trends in the USA.

Via Think Insights, the company will offer studies, videos and webinars across various industries such as automotive, consumer packaged goods, education, financial services, healthcare, media and entertainment, personals, restaurants, retail, technology and travel. Think Insights is still in beta.

"From papers to case studies to videos, Think Insights represents the ongoing work we're doing to better understand how people use the web, and how marketers are adapting to this changing terrain," said Jenny Liu, Google's Senior Product Marketing Manager in a blog post, The Times of India reported.

One such presentation (which can also be downloaded as a PDF) is a case study of HP's Online to Store campaign, where it details the consumer electronics major's 530 per cent return on investment on ad spend for computing category. HP conducted a digital co-op search marketing campaign on in-store retail sales in order to decide about budget allocations and discretionary media spend. The methodology has been offered, along with how co-op branding works, the key takeaways and final results.

Such insights will allow marketers to determine audience engagement, increase offline sales, find the optimal media mix and understand consumer behavior.