Think at a Glance: Start 2021 strong with these insights and measurement tips

Think at a Glance: Start 2021 strong with these insights and measurement tips ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ [View as webpage]( [ Image ] [[?utm_medium=email&utm_source=d-newsletter&utm_team=twg-us&utm_campaign=TwG-US-NL-2021-01-15-Think-at-a-Glance-Start-2021-strong-with-these-insights-Knak-Pilot&utm_content=img-logo]] Think at a Glance Think at a Glance Data, insights, predictions, and tips to help you hit the ground running in 2021 Data, insights, predictions, and tips to help you hit the ground running in 2021 INSIGHTS & TRENDS 5 consumer truths to get you ready for 2021 To plan for a new year, marketers typically turn to the most recent year’s data and insights to identify emerging trends and figure out which consumer behaviors are likely to stick around. With a pandemic creating profound social, economic, and technological shifts, making sense of 2020 might seem a near impossible task. But many of the changes that took place last year were not fundamentally new. Instead, they acted as a catalyst to accelerate behaviors already underway. To get ready for 2021 and beyond, marketers will need to embrace agility over certainty, invest in data and analytics, and provide customers with a more personal and seamless experience — all while reassuring and reminding people that businesses are getting the basics right. How do we know this? Google has taken a look back at billions of search queries from 2020, as well as consumer behaviors, surveys, and interviews, and landed on five key insights. The research shows that people are trying to: - Create control. - Bargain for balance. - Cultivate connection. - Curate the home. - Act on allyship. [Take a deeper dive into the research and data.]( A measurement resolution for the new year Just because 2020 is behind us doesn’t mean uncertainty is. For a lot of companies, uncertainty means a focus on marketing budgets. And a focus on budgets means a focus on conversion. From there, it’s a hop, skip, and a jump to an in-depth discussion of attribution and incrementality, which too often get confused. The question incrementality asks is, “How many of my conversions would have happened anyway, without any advertising spend?” Google’s Avinash Kaushik notes that true incrementality is incredibly hard to measure, so he walks marketers through [three types of marketing incrementality and how each type can be used](=/Y0IfB0IX900NH000hOG0oPC). QUOTABLE “The story of 2021 will be practical help for real people.” — Sarah Armstrong, product marketing manager, Google [9 predictions from tomorrow’s industry leaders](=/Y0IfB0IX900NH000hOG0oPC) Received this email from a friend? [Sign up here](. [More on Think with Google >]( Follow us [Linkedin](=/Y0IfB0IX900NH000hOG0oPC) [Twitter]( [Facebook]( This email was sent to {EMAIL} because you signed up for the latest from Think with Google. If you don't want to receive this newsletter in the future, please [unsubscribe here](/Y0IfB0IX900NH000hOG0oPC) (this is a one-click opt-out). © 2021 Google LLC. All Rights Reserved. Google and the Google logo are trademarks of Google LLC. www.google.com 1600 Amphitheatre Parkway, Mountain View, CA 94043.