According to Google, the company doesn't have better algorithms...just more data.
Google recently held its annual partner event, Zeitgeist. During the event, I was moved by speakers who focused on hope, opportunity, and personal and professional passion. This is the epitome of what Google is, at its core, when you strip away its sales persona. That said, professionally, I was struck by the simplicity of a quote from Google's Chief Scientist Peter Norvig that I believe captures the essence of why Google wins - "We don't have better algorithms. We just have more data."
Think about that for a second. Google, the company that built a better algorithm, suggests that it was not really about the algorithm, but all about the data. Not just data as an abstract singular item, but a scale of data that has been unmatched in the space. When Bing and Yahoo formed their alliance, it was heralded by the companies as a crucial step in being able to combine data for greater intelligence. A few weeks ago, I sat with a leading local deal company and they shared statistics on the scale at which they were operating. The scale described alone is reason enough for the company to be a credible player. The size of user base and the subsequent data flow being produced will enable serious innovation opportunities.
In this business, you quickly learn that scale opens doors and, without it, you are just posturing and faking it until you either acquire scale or fade away. It is the difference between what Facebook is and what MySpace became. At some point, you either have it or you do not. And, without a doubt, Google has it.
Google has had it for a decade in search. It gained it in display with the acquisition of DoubleClick. It built it post acquisition with Android in the mobile space, and is now going after it in social with Google+. The single greatest difference between Google and every other contender at present is that its scale crosses human behaviors. Apple has access to enormous insight via its devices. Facebook and Twitter have it through the social sharing they enable, while Microsoft has it in the console market via Xbox. But none of those companies have woven the thread across consumer behaviors like Google.
Apple does not have enough market in the PC marketplace to match the iPhone and iPad markets. Facebook has curiously opted out of search. And, while display plus social will be important, it may not be enough without device presence. Microsoft bought its way into search, did something similar with Kinect along with Xbox, and has a poor mobile track record going at present. By contrast, Google's track record with creating the kind of scale needed to turn data into revenue is largely positive.
When Justin Timberlake portrayed Sean Parker in "The Social Network" and famously suggested that $1 million was not enough and that $1 billion was cool, it was simply another way to precisely say what Peter Norvig said. Google wins and controls the ecosystem because it has the largest repository of data. Google+ is a genuine attempt at a social network. But, make no mistake, the data generated from not only your personal Google+ data, but also the shared social graphing of the +1 buttons on sites is what will ring the register for Google revenues.
When congressional leaders examine the monopolistic tendencies of Google, the question they ultimately examine is whether the scale of Google's presence eliminates the opportunity for entry into the market. If they are to find against Google, it may very well be because the scale of data is what they deem to be unattainable by others.
There has never been a company that monetized insights better than Google. Every action has a value proposition to multiply brands. But, more importantly, it produces data points for Google itself. And that's why the company that built the better algorithm can now trade on the data machine it spawned.
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Chris Copeland is chief executive officer of GroupM Next, the forward-looking media innovation unit of GroupM. Chris is responsible for curating and communicating insight-focused media solutions across established and emerging platforms. Leveraging his multi-year experience with emerging media companies, Chris is tasked with stewarding GroupM Next in partnership with agency leadership from GroupM's four media marketing and marketing service agencies (Maxus, MEC, MediaCom, and Mindshare). The focus is participating with those companies leading changes that most impact consumer media consumption, brand favorability, and purchase behavior.
Guiding the Predictive Insights, Technology, Research, and Communications teams at GroupM Next, Chris is responsible for overseeing the amplification of insights into opportunities that directly benefit the business of GroupM agencies and their clients. GroupM is the world's largest media investment management group and the media holding arm of WPP. Together, GroupM agencies represent almost $30 billion in overall North American billings (RECMA).
Chris helped guide the development of GroupM Next, which was established to deliver the best thinking and new insights from within the GroupM community. The unit also focuses on technology innovation connecting all media channels, but especially, online, social, mobile, and addressable.
Chris was selected to lead GroupM Next after nine years of leading the search marketing practice within GroupM. Among his accomplishments are the development and integration of the global search marketing offering for GroupM agencies, GroupM Search, which managed $1.3 billion in search billings globally and grew to more than 1,000 search marketing strategists serving 40 countries. In 2009, Chris created the research division of GroupM Search and developed research studies that deepened the understanding of consumer behavior across search and social media for leading brands and garnered global traction - most notably: The Influenced: Social Media, Search, and the Interplay of Consideration and Consumption; The Virtuous Circle: The Role of Social Media in the Purchase Pathway;and From Intent to In-Store: Search's Role in the New Retail Shopper Profile.
Chris entered the digital industry in 1996 when he joined search marketing agency WGI (later acquired by Tempus Group). He has been with the WPP and GroupM family of companies since 2000 when, recognizing search as an emerging media channel with incredible potential for brands, WPP acquired Tempus Group and CIA, and ultimately rebranded the search marketing agency as Outrider. As senior partner and managing director of Outrider, Chris delivered on GroupM's vision for the channel, leading the organization to 500 percent growth with global presence over five years, and establishing award-winning search marketing strategies that have become industry-wide best practices. In 2002, Chris successfully implemented the integration of search into the cross-channel media planning process at MEC, creating the first search marketing practice to sit within a media communications and planning company. In 2007, he guided the business expansion of search marketing practices into all GroupM agencies. In 2009, Chris was named CEO of GroupM Search, where he was responsible for driving global search strategy for the organization, while fostering the innovative application of search as an integrated channel. In his role, Chris also provided digital strategy counsel for clients, including AT&T, Dell, Audi, Volkswagen, and more.
Chris is an active member on advisory boards at the 4A's, Google, Yahoo, MSN, and I-COM. He is a frequent speaker in global forums discussing the digital marketplace and how the space is evolving, and serves as a regular resource to national and industry press. Chris contributes editorial commentary regularly to Advertising Age, ClickZ, MediaPost, and MediaBizBloggers.com. In fall 2013, Chris was honored as an inductee into the ClickZ Digital Hall of Fame.
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Paid Search in the Mobile Era
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June 10, 2015
12:00pm ET/9:00am PT