Measure Up Where is Google Headed with Measurement?
Google Marketing Live 2023: Key Announcements, AI in Search, and the Future of Measurement
Simon and Jim unpack the highlights of Google Marketing Live 2025. Fresh from the conference, Simon "delves" (yes, AI was a big part) into key announcements, including AI in Search, AI Max for Search, VEO advancements, and measurement challenges.
They discuss the excitement around AI mode, scenario planning in Google Analytics, and the evolving landscape of Marketing Mix Modeling (MMM).
Additionally, they touch on insights from Google's new tools and partnerships, underscoring a shift towards more integrated and accessible marketing strategies.
00:00 Introduction and Casual Banter
00:15 Google Marketing Live Highlights
01:23 Shaq and T-Pain at GML
03:19 Measurement Announcements at GML
05:13 Incrementality Testing
13:01 Google Analytics and Attribution
20:44 Meridian Scenario Planning
25:21 Making MMM Accessible: A Double-Edged Sword
25:57 The Complexity of Tagging and MMM
28:14 Validation and the Dangers of Simplification
32:11 AI's Role in MMM and Marketing
37:48 Google Marketing Live: Key Announcements
38:53 The Future of AI in Search and Advertising
42:42 VEO and the Evolution of Creative Development
47:37 Final Thoughts and Community Engagement