The Scale of Google’s Digital Marketing Data

In October 2011, Google held its yearly partner event, called the ‘Zeitgeist’. The speakers at this digital marketing event focused on common themes of hope, opportunity and passion for work, which was well-liked by many digital marketing professionals present in the audience. In fact, if you remove the sales persona of Google, then these qualities is exactly what Google embodies. The essence of why Google is as good as they are was captured by a simple quote from Peter Norwig, Google’s chief scientist, when he said, "We don't have better algorithms. We just have more data".

If you put some thought into this statement, you’ll see that Google is crediting their success not to the amazing search algorithm they have developed, but to the amount of data they have to work with. When Yahoo and Bing partnered together, digital marketing pundits hailed their alliance as vital for sharing data for improving intelligence. Previously, a local-deal company shared important digital marketing metrics about the scale of its operations. The sheer size of their data not only made them a convincing market player, but also offered great chances for some serious innovation.

In the digital marketing industry it does not take long to learn that scale opens doors. Without a large scale, online businesses are simply pretending, until they eventually manage to improve scale or close down. In fact, scale is why Facebook is what it is, and why MySpace is fading away. Scale is what matters, and Google certainly has it. Here are some ways how Google built its scale:

• It acquired DoubleClick for a hold on the display market.

• It acquired Android for its mobile arsenal.

• With Google+, Google aims to target the social sphere.

The biggest difference between Google and its competition is that Google’s scale crosses digital marketing avenues. Apple gets huge amounts of data from iPhones and iPads, Facebook and Twitter get data from their social networks, while Microsoft gets info from their console market. However, none of these companies has come close to weaving their thread across consumer behaviours, like Google.

Over the years, Internet professionals have learnt that Google controls the digital marketing ecosystem, mainly because of its immensely huge storehouse of data. The data generated from the personal information of Google+1 users, together with the shared social graphing of +1 buttons, are expected to further increase the scale of data Google has to play with, and correspondingly improve revenues.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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