Three Data Insights That Set Marketing Leaders Apart from Marketing Laggards

3335
Of your peers have already read this article.
1:15 Minutes
The most insightful time you'll spend today!
With insights directing the bulk of today’s marketing decisions, leading marketers are driving growth by embracing three core mindset shifts. Marketing leaders are working toward a holistic view of consumers; they are investing in machine learning to support their activities
1. Leading marketers are working toward a holistic view of consumers.
- 63% of leading marketers agree they are using KPIs to develop a single integrated view of the customer.
- 66% of leading marketers agree they should build teams for end-to-end customer experiences and journeys, across channels and devices.
- Marketing leaders are 60% more likely than laggards to believe that marketing teams should own a data-driven customer strategy that supports all organizational stakeholders.
2. Leading marketers are investing in machine learning to support their activities.
- Measurement-leaders are more than 2X as likely as their measurement-challenged counterparts to agree that their organization is already investing in automation and machine learning technologies to drive marketing activities.
- 75% of marketers who use machine learning to drive marketing activities said they were satisfied with how their KPIs inform and influence decision-making across their enterprise.
- 73% of marketing leaders who have invested in machine learning have shifted more than 10% of their time from manual activation to strategic insight generation.
3. Leading marketers believe how they apply their data is crucial to success.
- 66% of marketing leaders believe how companies apply their data will play a key role in their ability to thrive.
- 60% of leading marketers believe data-driven attribution is essential to understanding journeys of high-value customers.
- Marketing leaders are 53% more likely than laggards to say machine learning processes data signals to help marketers better understand consumer intent.

3132
Of your peers have already downloaded this article
22:30 Minutes
The most insightful time you'll spend today!
Companies everywhere are seeking to leverage the power of AI. And rightly so. The smart applications of AI enable organizations to improve, to scale, and to accelerate the decision-making process across most business functions, so as to work both more efficiently and more effectively. It can also open up new avenues and new revenue streams, providing the organization with an additional competitive edge.
In short, many believe (as we do) that the enterprises that invest in building industry-specific AI solutions today are positioning themselves to be the global economic leaders of tomorrow. But the path to building an effective AI capability is not an easy one. There are many challenges to overcome. Challenges with the technology to develop platforms and solutions. With the people who will implement and manage that technology. With the data that fuels the technology. And with the processes that govern the whole of it. How do you harness the power inherent in AI, while avoiding any potential missteps?
That’s where Google Cloud comes in. Our framework for AI adoption provides a guide to technology leaders who want to build an effective AI capability, one that enables them to leverage the power of AI to enhance and streamline their business, smoothly and smartly. The framework is informed by Google’s own evolution, innovation, and leadership in AI, including experience deploying AI in production through products such as Gmail and Google Photos. It is also inspired by many years of experience helping cloud customers — from startups to enterprises, in various industries — to solve complex challenges.
With Google Cloud’s AI Adoption Framework, you’ll be able to create and evolve your own transformative AI capability. You’ll have a map for assessing where you are in the journey and where, at the end of it, you’d like to be. You’ll have a structure for building scalable AI capabilities to create better insights from big data with powerful algorithms across the entire business.
With Google Cloud as your guide, the path to AI is considerably smoother.
Download this whitepaper to find out:
- A map for assessing where you are in your AI journey and where you want to be
- A comprehensive structure for building an effective AI capability across your entire organisation to create actionable insights from data
- A technical deep dive for technology leaders
Partnering with Google Cloud is the Key Behind Recent Healthcare Innovations

8848
Of your peers have already read this article.
2:00 Minutes
The most insightful time you'll spend today!
It’s simply amazing to witness how some of our systems integrators employ Google Cloud solutions to drive innovation in ways we at Google may never have considered—especially in healthcare. According to analyst firm MarketsandMarkets, the market for the Cloud in healthcare is projected to grow 43% between 2020 and 2025 to nearly $65 billion, fueled by the need for better technology infrastructures and faster digital transformation.
Healthcare and life sciences communities are looking to Google Cloud and its Service engagement model partners to improve collaboration and activate the power of medical data. These transformations deliver robust data analytics and bring a much deeper perspective into health epidemics like COVID-19 to help save lives.
In the healthcare and life sciences industry, our Google Cloud partners and customers provide constant energy and inspiration–and are the magic in some key healthcare innovations globally.
Let me show you how they are solving real-world business challenges.
Improving collaboration in Healthcare
Cloudbakers and Comanche County Memorial Hospital transitioned 2,000 employees to Google Workspace to improve collaboration, reduce costs, and increase security. By implementing a system that requires less maintenance while enabling mobile access to data and true collaboration, Comanche County Memorial Hospital saves $175,000 annually on licenses and helps medical professionals spend more time with patients.
“We chose Google Workspace because it cost a quarter of what we were paying previously, offers the kind of modern features that healthcare facilities need, and gave us data security and peace of mind.” —James Wellman, CIO, Comanche County Memorial Hospital
Accessing previously locked down medical data
Google Cloud and Quantiphi supported advances in cloud-based machine learning services to reduce infrastructure costs, unlock new paths of treatment, and dramatically reduce the amount of time it takes to evaluate scanned imagery following a stroke. John Hopkins University BIOS Division has been working on medical imaging to accelerate insights from scans on approximately 500 patients from 2,500 hours to 90 minutes, and lead to more accurate decision-making for brain injury patients that will ultimately improve medical outcomes.
“We’ve aligned closely with the goal of showing that a cloud-based, AI-driven approach is robust and that it can be performed while protecting personal PHI. In terms of costs, the cloud has definitely reduced some of the traditional financial demands of our research.” —Daniel F. Hanley, Jr., M.D., Director, Johns Hopkins University BIOS Division
Improving data access with the flexibility of Google Cloud
With the help of MediaAgility, TRIARQ migrated to Google Cloud to modernize their platform, build new applications, and expand their global footprint. With BigQuery, TRIARQ can now consolidate all transactional data, past and present, into a single location to report on specific insights and predict future data from e-prescriptions to complex revenue-cycle data and value-base analysis.
“The future of this industry will need to be a global one, and we can no longer be stuck in legacy systems if we want to survive. Having a team that is passionate about supporting us in this journey is definitely a plus point.”—Yaw Kwakye, Co-founder and Chief Architect, TRIARQ
Increasing visibility to COVID-19 outbreaks for actionable insights
As part of its response to the COVID-19 pandemic, HCA Healthcare chose to work with Google Cloud and SADA to create a national portal that increases visibility into outbreaks in 3,100 counties across the country in just 8 weeks. Now, the portal generates 30,000 new analytical views each day that can help inform private and public sector decision making for reopenings, closures, hot spots, and many other population health management activities.
“This project required deep knowledge of AI, and consumer-facing platforms, as well as healthcare. Google brought together the ideal combination of product, people, and partners. Google Cloud’s healthcare-specific products along with SADA’s expertise in the healthcare IT space made this partnership the perfect choice to move quickly and intelligently.”—Dr. Edmund Jackson, Chief Data Officer, HCA Healthcare
We’re committed to building the technology, resources, and services through Partner Advantage to help our partners address this opportunity. Looking for a solution focused partner in your region who has achieved Expertise and/or Specialization in your industry? Search our Global Partner Directory. Not yet a Google Cloud partner? Visit Partner Advantage and learn how to become one today!

4468
Of your peers have already downloaded this article
3:00 Minutes
The most insightful time you'll spend today!
Contact centers can transform customer experience using AI-driven speech analytics to evaluate every customer interaction and use it as a ‘data point’ to identify key patterns, enquiries, pain points, reviews and feedback to enhance customer experience with real-time, personalized recommendations. Knowlarity’s AI-based cloud telephony solutions for businesses built with Google Cloud takes speech analytics to another level!
Download the article to empower your contact centers with AI-powered speech analytics to make predictive analysis, reduce call handling time and volume as well as train contact center agents to provide customers with quick and real-time feedback.
AI in Manufacturing Already A Mainstream: Google Cloud Study

5676
Of your peers have already read this article.
3:00 Minutes
The most insightful time you'll spend today!
While the promise of artificial intelligence transforming the manufacturing industry is not new, long-ongoing experimentation hasn’t yet led to widespread business benefits. Manufacturers remain in “pilot purgatory,” as Gartner reports that only 21% of companies in the industry have active AI initiatives in production.
However, new research from Google Cloud reveals that the COVID-19 pandemic may have spurred a significant increase in the use of AI and other digital enablers among manufacturers. According to our data—which polled more than 1,000 senior manufacturing executives across seven countries—76% have turned to digital enablers and disruptive technologies due to the pandemic such as data and analytics, cloud, and artificial intelligence (AI). And 66% of manufacturers who use AI in their day-to-day operations report that their reliance on AI is increasing.

The top three sub-sectors deploying AI to assist in day-to-day operations are automotive/OEMs (76%), automotive suppliers (68%), and heavy machinery (67%).

In fact, Bryan Goodman, Director of Artificial Intelligence and Cloud, Ford Global Data & Insight and Analytics shares, “Our new relationship with Google will supercharge our efforts to democratize AI across our business, from the plant floor to vehicles to dealerships. We used to count the number of AI and machine learning projects at Ford. Now it’s so commonplace that it’s like asking how many people are using math. This includes an AI ecosystem that is fueled by data, and that powers a ‘digital network flywheel.’”
Moving from edge cases to mainstream business needs
Why are manufacturers now turning to AI in increasing numbers? Our research shows that companies who currently use AI in day-to-day operations are looking for assistance with business continuity (38%), helping make employees more efficient (38%), and to be helpful for employees overall (34%). It’s clear that AI/ML technology can augment manufacturing employees’ efforts, whether by providing prescriptive analytics like real-time guidance and training, flagging safety hazards, or detecting potential defects on the assembly line.

In terms of specific AI use cases called out by the research, two main areas emerged: quality control and supply chain optimization. In the quality control category, 39% of surveyed manufacturers who use AI in their day-to-day operations use it for quality inspection and 35% for product and/or production line quality checks. At Google Cloud, we often speak with manufacturers about AI for visual inspection of finished products. Using AI vision, production line workers can spend less time on repetitive product inspections and can instead focus on more complex tasks, such as root cause analysis.
In the supply chain optimization category, manufacturers said they tapped AI for supply chain management (36%), risk management (36%), and inventory management (34%).

In our day-to-day work, we’re seeing many manufacturers rethink their supply chains and operating models to better accommodate for the increased volatility that has been brought about by the pandemic and support the secular trend of consumers asking for increasingly individualized products. We’ll share more on deglobalization in the third installment of our manufacturing insights series.
AI use differs by geography, but not for the reasons you may think
The extent to which AI is already being used today varies quite strongly between geographies, according to our research. While 80% and 79% of manufacturers in Italy and Germany respectively report using AI in day-to-day operations, that percentage plummets in the United States (64%), Japan (50%) and Korea (39%).

It’s tempting to state this disparity is due to an “AI talent gap.” Although the most common barrier, just a quarter (23%) of manufacturers surveyed believe they don’t have the talent to properly leverage AI. Cost, too, does not appear to be a roadblock (21% of those surveyed). Rather, from our observations, the missing link appears to be having the right technology platform and tools to manage a production-grade AI pipeline. This is obviously the focus of our efforts and others in the space, as we believe the cloud can truly help the industry make a step change.
Looking ahead: The Golden Age of AI for manufacturing
The key to widespread adoption of AI lies in its ease of deployment and use. As AI becomes more pervasive in solving real-world problems for manufacturers, we see the industry moving away from “pilot purgatory” to the “golden age of AI.” The manufacturing industry is no stranger to innovation, from the days of mass production, to lean manufacturing, six sigma and, more recently, enterprise resource planning. AI promises to bring even more innovation to the forefront.
To learn more about these findings and more, download our infographic here and our full report here.
Research methodology
The survey was conducted online by The Harris Poll on behalf of Google Cloud, from October 15 – November 4, 2020, among 1,154 senior manufacturing executives in France (n=150), Germany (n=200), Italy (n=154), Japan (n=150), South Korea (n=150), the UK (n=150), and the U.S. (n=200) who are employed full-time at a company with more than 500 employees, and who work in the manufacturing industry with a title of director level or higher. The data in each country were weighted by number of employees to bring them into line with actual company size proportions in the population. A global post-weight was applied to ensure equal weight of each country in the global total.

5647
Of your peers have already downloaded this article
5:30 Minutes
The most insightful time you'll spend today!
Public cloud, big data, and AI technologies offer competitive advantages and cost savings for capital markets firms ready to make the transition. This paper discusses the three phases capital markets firms go through in transitioning to public cloud, and the workloads, benefits, and cultural changes that characterize the three phases:
Infrastructure Optimizers: The first step on the public cloud journey, where firms focus on migrating specific workloads to save costs.
Cautious Strategists: Firms build on the success of their first public cloud migrations, and begin to change the way they develop technology to increase cost savings and start taking advantage of capabilities only available on public cloud.
Transformative Innovators: Firms shift to a fully public cloud-enabled mentality, and fully leverage the flexibility and agility of the public cloud to build industry-changing solutions and attract top IT talent.
Additionally, we reveal the five things that capital markets innovators who have advanced to the transformation phase do well in their adoption of cloud, big data, and AI technologies across the front, middle, and back office functions.
More Relevant Stories for Your Company

Google and AI Researchers Work towards Building Data-centric AI
AI researchers and engineers need better data to enable better AI solutions. The quality of an AI solution is determined by both the learning algorithm (such as a deep-neural network model) and the datasets used to train and evaluate that algorithm. Historically, AI research has focused much more on algorithms

Incorporating Custom Holidays into Your Time-Series Models with BigQuery ML
About three years ago, JCB, one of the biggest Japanese payment companies, launched a project to develop new high-value services with agility. We set up a policy of starting small from scratch without using the existing system, which we call the concept of “Dejima”, where we focused on improving various aspects

How to Enhance Incremental Pipeline Performance while Ingesting Data into BigQuery
When you build a data warehouse, the important question is how to ingest data from the source system to the data warehouse. If the table is small you can fully reload a table on a regular basis, however, if the table is large a common technique is to perform incremental

AI-powered Cameras Help You Serve Your Pets Better. Learn How
Watch the video to learn how you can leverage Google Cloud platform and AI functions to build pet-detection cameras that can capture and send image-based alert messages on your phone to notify when your pets arrive or leave.






