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5min chapter
S3 E6: All The Google Hot Takes with Ex Googler Ben Kruger
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How to Measure Demand Capture on Search and Shopping
When he was at Google working with brands like yourself, I would constantly just have conversations about trying to grow through demand capture. Of course, the hardest thing to do there is that it's very difficult to measure. And once you've built out a really good structure, there's not too much you can do. Unless you happen to be in a category where there's a ton of demand.
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