Welcome to the Prepare &

Part of the Google Marketing Platform

The sheets within this document contain resources and templates to assist expert service Partners with prep
implementation must be tailored to the Marketer's unique goals and objectives, you should work to customi

Please make a copy of this document to customize for your project's needs.

Sheet Contents
1 Implementation Team Roster Leverage the team roster to guide project staffing and assign role respons

2 Documentation & Access RequestUse this list as a guide for requesting and keeping track of existing docum

3 Tool Landscape & Tech Input Review with technical stakeholder to provide details about the existing &

4a Business Input (Leadership) Conduct interviews with senior executives leveraging these questions to d
Conduct interviews with Marketing and Analytics product owners levera
4b Business Input (Context)
landscape.
Conduct interviews with Marketing and Analytics product owners levera
4c Business Input (Tool Setup)
Answers to these questions will inform which Solution Requirement ques
5 Project Charter An executive summary of key learnings from stakeholder interviews that

6 Training Development Plan Reference this guide to develop a training plan based on the client's opera

7 Operational Capabilities Based on learnings from your stakeholder interviews, reference these ope

Related Links & Resources

Google Marketing Platform Solutions Guides Site Implementation Toolkit

Use the Solutions Guides site for complementary instructions for

Use the Implementation Toolkit subsequent to using the
end-to-end implementations, in addition to capability activations,
Prepare & Discover Toolkit.
learning materials, and support content.
 to the Prepare & Discover Toolkit!
e Google Marketing Platform Solutions Guides Website

to assist expert service Partners with preparation and discovery for a Google Marketing Platform implementation . Just as ea
nd objectives, you should work to customize each of these tabs and templates to meet the Marketer's needs.

oject's needs.

guide project staffing and assign role responsibilities.

equesting and keeping track of existing documentation and access to current tools.

eholder to provide details about the existing & planned technical tool landscape and select the tools to be implemented/integrated.

nior executives leveraging these questions to define high-level business objectives and goals for the implementation.
arketing and Analytics product owners leveraging these questions to build an understanding of the current state marketing and analytics

arketing and Analytics product owners leveraging these questions to define business and technical requirements for the implementation. No
will inform which Solution Requirement questions should be asked in the Implementation Toolkit.
ey learnings from stakeholder interviews that will define the key intentions of the implementation.

elop a training plan based on the client's operational needs.

ur stakeholder interviews, reference these operational capabilities to inform the required products for your implementation.

mplementation Toolkit Analytics Platforms Solution Design Workbook Media Platforms Solution Design Workbo

Use this Solution Design Workbook to document your Google
mentation Toolkit subsequent to using the
Analytics account hierarchies, user accesses, configurations,
Prepare & Discover Toolkit.
custom events, variables, tags, and more.
Use this Solution Design Workbook to document your m
platforms account hierarchies, user accesses, floodlig
configurations, and more.
it!

g Platform implementation . Just as each

Marketer's needs.

ols to be implemented/integrated.

the implementation.
he current state marketing and analytics

al requirements for the implementation. Note:

kit.
n.

s for your implementation.

edia Platforms Solution Design Workbook

this Solution Design Workbook to document your media

latforms account hierarchies, user accesses, floodlight
configurations, and more.
TEAM ROSTER
Instructions

This team roster guide is a summary of common roles/ resources needed to successfully complete an implementation of the Google Mar

Step-by-step Instructions:
1. Customize implementation responsibilities in column E/F, plus any additional needed modifications, based on resources available and
2. Define the final roles required for the implementation project, listing the corresponding resource name(s) in Column B under the role

Tab Contents
Project Ownership Cross Functional

Related Resources: Customizable Role Description Template

ROLE TITLE ROLE DETAILS IMPLEMENTATION RESPONSIBILITIES

PROJECT OWNERSHIP
Priority Required
Marketer: Project Co- • Represents the marketer responsible for successful implementation &
integration of the Google marketing stack to achieve business objectives
Owner • Communicate marketer's key business objectives & KPIs
Dedication Full Time
• Identify & rally internal stakeholders; advocate for project internally
• POC for marketer team & final decision maker when needed
[ Resource Name] • Attend key meetings
Tools All

Priority Required

Partner: Project Co-Owner • Partner contact responsible for driving the implementation process
• Manage technical & business stakeholders as the POC for implementatio
Dedication Part Time • Establish and maintain project plan, timeline, resources, budget, docume
& customize components
• Facilitate dialogue between involved teams through regular status meetin
[ Resource Name]
Tools All

CROSS FUNCTIONAL
Required (Scope
Priority
Dependent) • Oversees technical implementation/integration of the Google Marketing
and leads across Ad-Tech/Mar-Tech portions of the team and solution
Technical / Product Lead architecture
Dedication Full Time • Technical leadership & expertise to support partner project lead
• Ensures business and technical requirements are met by the solution
[ Resource Name] • Advocates for overall project vision and develops product roadmap for fu
Tools All feature rollouts and integrations
 Required (Scope
Priority
Dependent)
Project Manager • Supports project owners with project management tasks
Dedication Part Time • Schedules meetings, rallies stakeholders, helps with administrative funct
• Maintains all documentation, call & meeting notes
[ Resource Name]
Tools All

Priority Required
Organizational Change • Develops an understanding of the organizational impacts of the new mar
Management Lead technology - ex. impacts related to resourcing, training and process.
Dedication Part Time • Develops and executes training plan
• Collaborates with teams to develop training materials
[ Resource Name] • Develops and executes communication plan for training and adoption
Tools All

Priority Required

Data Architect • Analyzes audience data and analytical requirements

• Develops recommendations on optimal implementation design
Dedication Part Time • Assesses data sources and database schemas to identify opportunities to t
improve data structure
[ Resource Name] • Ensures overall data integrity and conformity of the information gathered
Tools All

Priority Required
Solution Architect • Oversee and executes all points of integration among various Google pro
Dedication Part Time & 3rd party vendors
• Leads the technology infrastructure involved in standing up the stack
[ Resource Name] components alongside the marketer's existing technology stack
Tools All

Priority Required
Developer
Dedication Part Time
• Develops tagging according to data layer, analytics and floodlight require
[ Resource Name]
Tools All

Priority Recommended
QA Lead • Perform code quality assurance activities
Dedication Part Time • Work with Developer to troubleshoot and debug
• Work with implementation team members to perform data validation act
[ Resource Name]
Tools All

STAKEHOLDERS

AD-TECH STACK

MAR-TECH STACK
lly complete an implementation of the Google Marketing Platform. Column G indicates the ideal experience for the role.
ded modifications, based on resources available and the details of the project.
ding resource name(s) in Column B under the role title.
Stakeholders
ate
PLEMENTATION RESPONSIBILITIES
arketer responsible for successful implementation &
Google marketing stack to achieve business objectives
arketer's key business objectives & KPIs
nternal stakeholders; advocate for project internally
r team & final decision maker when needed
ngs
esponsible for driving the implementation process
l & business stakeholders as the POC for implementation team
intain project plan, timeline, resources, budget, documentation,
ponents
ue between involved teams through regular status meetings
al implementation/integration of the Google Marketing Stack
d-Tech/Mar-Tech portions of the team and solution
ship & expertise to support partner project lead
and technical requirements are met by the solution
erall project vision and develops product roadmap for future
d integrations
Ad-Tech Stack
EXPERTISE REQUIRED
Skills & Experience:
- VP-level or above, strong internal relationships
- Deep familiarity with marketer business objectives & overall media efforts, esp.
digital
- Deep familiarity with marketer's AdTech & MarTech systems
- Authority to make decisions and/or get necessary buy-in
- Knowledge of Google's marketing platforms
Google Tools: DoubleClick Stack & Analytics 360 Stack (Basic)
Skills & Experience:
- Senior (10+ yrs exp) Marketing Technology Architect
- Engineering or adtech background required
- 3+ years working with Google Marketing Platforms; 5+ years working with Digital
Marketing Technology
- Technical account management experience preferred
Google Tools: DoubleClick Stack & Analytics 360 Stack (Advanced)
 owners with project management tasks
ngs, rallies stakeholders, helps with administrative functions
cumentation, call & meeting notes
erstanding of the organizational impacts of the new marketing
mpacts related to resourcing, training and process.
ecutes training plan
h teams to develop training materials
ecutes communication plan for training and adoption
ce data and analytical requirements
mendations on optimal implementation design
urces and database schemas to identify opportunities to tune/
ture
data integrity and conformity of the information gathered
cutes all points of integration among various Google products
rs
logy infrastructure involved in standing up the stack
side the marketer's existing technology stack
g according to data layer, analytics and floodlight requirements
ality assurance activities
loper to troubleshoot and debug
mentation team members to perform data validation activities
Skills & Experience:
-Experienced Technical Project Manager (5+yrs exp)
-Basic knowledge of Digital Marketing Processes and Platforms
Google Tools: DoubleClick Stack & Analytics 360 Stack (Basic / None)
Skills & Experience:
-Requirements vary based upon implementation
Google Tools: DoubleClick Stack & Analytics 360 Stack (Basic)
Skills & Experience:
-Senior Data Architect (10+ years)
-5+ years working with digital marketing, customer data, segmentation, targeting, &
predictive analytics
-Experience in database design, storage planning & data governance
-Experienced with big data analytics solutions & technologies
-2+ years working with Google Marketing Platforms and Big Query
Google Tools: DoubleClick Stack & Analytics 360 Stack (Experienced)
Skills & Experience:
-Experienced Solution Architect (10+ years)
-Experience digital application design and development (1+ years)
-Experienced in RESTful API development (2+ years)
-Experienced in Google Marketing Platforms and BigQuery (2+ years)
Google Tools: DoubleClick Stack & Analytics 360 (Experienced)
Skills & Experience:
-Experience in developing and testing site data layer as well as analytics tagging
Google Tools: DoubleClick Stack (Basic); Analytics 360 Stack (Experienced)
Skills & Experience:
-Experience in testing site data layer as well as analytics tagging
-Experienced in API development testing
-Google Tools: DoubleClick Stack (Basic); Analytics 360 Stack (Experienced)
 Mar-Tech Stack

NOTES

Depending on size of implementation, can combine

this role with Project Management role

Depending on size of implementation, can combine

this role with Product Manager role

Depending on size of implementation, can combine

this role with Project Management role
Depending on size of implementation, this role could
be included with the responsibilities of the partner
co-owner

Depending on size of implementation and whether

this implementation includes an insourcing
component, this could require multiple resources

This role is required during solution design and

helpful to include during requirements gathering

This role is required during solution design and

helpful to include during requirements gathering

This role is required to consult during solution design

and will carry out responsibilities during
Implementation

This role may be filled by Development resources

(QA) and implementation team members (data
validation). This role is needed during the
Implementation phase
DOCUMENTATION & ACCESS REQUEST
Use Instructions
this list as a guide for requesting and keeping track of existing documentation and access to current tools.
Organizing all existing materials is critical to provide context and background information needed to customize the implementation & in

Note:
* This list is not exhaustive and should be customized to the business as needed, leveraging columns D-G to keep track of all findings.
Tab Contents
General Business Marketing Reporting

Request Description Due Date

General Business
Digital, Marketing and
Information about organization staffing including
Technology Organizational Information about
names, job vision,
roles objectives,
and levels, etc. key
2/9/2018
Structure
Business Strategy & Objectives targets/growth goals, and key supporting
KPIsdata/insight
for digital as a whole
that drives and/or KPIs and
the strategy
Key Performance Indicators
business metrics measured and reported
marketing and analytics efforts with associated
List & Contacts of Agencies
Preliminary Stakeholders/ services
List that each provides
of stakeholders necessaryandformethod
current for
state
Resource Interview List
Project Management Processes assessment and their roles
Any templates or processes regularly used for
and Templates Test or dummy accounts
Marketer's that
digital will allow us to
projects
Test Logins for Logged In
access and observe the functionality of logged in
Experiences
portions of websites
Marketing
Documentation regarding overall digital marketing
Campaign Strategy
Ad Server Account Access or campaign and channel strategy
Read Access to existing Ad Server or Annual Data
Data
DSP Account Access or Data Read Access to existing DSP or Annual Data
Search Management Tool Access Read Access to existing Search Management Tool
or Data or Annualcustomer
Documentation regarding Data segmentation,
Segmentation
audiences
Annual Media andresponse
spend and personastargets to be
Media Budget
used for benchmarking exercises
Marketing Plan Digital and offline marketing plans
Customer Journey Maps/ Site Information about user flows across websites and
Flow touchpoints into offline experience

Reporting
Web Analytics Logins/Account Read access to Analytics and Tag Manager
Access Tracking/
Customer Experience accounts
Samples of recent regular reports and/or ad hoc
Site Performance Reports analysis
Samples of recent regular reports and/or ad hoc
Campaign Performance Reports
analysis
Samples of recent regular reports and/or ad hoc
Sales Performance Reports
analysis
Samples of recent regular reports and/or ad hoc
Executive Dashboard Reports
analysis
Technology
Contacts and team description regarding expected
Development Teams per Site
List ofdevelopers for tagging
web properties needs
applicable to per site unit
business
List of Websites
that Description
are part of orofimpacted by this implementation
upcoming major digital and
Digital and Technology Roadmap Code deployment processes and associated
technology projects
Code Deployment Processes timeframes that may be used during analytics
tagging efforts
 s.
mize the implementation & integration.

keep track of all findings.

Technology

Complete Indicate the applicable document name(s), links,

Select when complete and/or response details

0 e.g.
FALSE
FALSE
FALSE
FALSE
FALSE
FALSE

FALSE
FALSE
FALSE
FALSE
FALSE
FALSE
FALSE
FALSE

FALSE
FALSE
FALSE
FALSE
FALSE
FALSE
FALSE
FALSE
FALSE
Indicate contact for and source of
Notes
this information
TOOL LANDSCAPE & TECHNICAL INPUT
Instructions
This chart is designed to be reviewed with technical stakeholders in order to provide details about the existing & planned technical tool
product, please mark 'Replacing with a Google Tool (New)' in column C. If multiple tools are used per 'Type of Tool' (Col. B), add add
the bottom should be reviewed with a senior level technical stakeholder in order to assess the overall technology landscape and its effec
requirements from the stakeholder interviews.

Tab Contents
Tool Landscape
Table to track and assess the tools being used.

High-level questions to be reviewed with senior technical stakeholders to get a broad perspective on current state & opport

Tool Landscape
Table to track and assess the tools being used.

Type of Tool Using Google Tool? Status

Primary Web Analytics Google Analytics 360 Existing Google Tool

Additional Analytics No / Other(s) Existing Google Tool
Primary DSP Display & Video 360 Existing Google Tool
Additional DSPs Display & Video 360 Existing Google Tool
Primary Ad Server No / Other(s) Existing Google Tool
Additional Ad Servers No / Other(s) Existing Google Tool
Primary Search Management
Search Ads 360 Existing Google Tool
Platform
Additional Search Management
No / Other(s) Existing Google Tool
Platforms
Non-AdWords Search Engine
Existing Google Tool
Account
Rich Media Ad Serving Studio Existing Google Tool
Tag Management Google Tag Manager Existing Google Tool
Data Visualization Google Data Studio Existing Google Tool
Data Warehouse Google Cloud BigQuery Existing Google Tool
Data Management Platform
N/A Existing Google Tool
(DMP)
Attribution Modeling N/A Existing Google Tool
Experimentation (A/B and
Google Optimize 360 Existing Google Tool
Multivariate Testing)
Consumer Surveys & Research Google Surveys 360 Existing Google Tool
Creative Authoring Google Web Designer Existing Google Tool
CRM N/A Existing Google Tool
Data Onboarder N/A Existing Google Tool
Ad Verification Verification Existing Google Tool
Location Provider N/A Existing Google Tool
3rd Party Data Partner(s) N/A Existing Google Tool
Cloud Storage Google Cloud Existing Google Tool
Call Tracking N/A Existing Google Tool
Media Planning Tool Planning Existing Google Tool
Social Media Management N/A Existing Google Tool
Personalization & Targeting Google Optimize 360 Existing Google Tool
Statistical Programming
N/A Existing Google Tool
Languages
CMS N/A Existing Google Tool
eCommerce N/A Existing Google Tool
Marketing Automation N/A Existing Google Tool
Voice of Customer N/A Existing Google Tool
SEO Management N/A Existing Google Tool
Point of Sale N/A Existing Google Tool
Additional Tools/Partners Existing Google Tool
Additional Tools/Partners Existing Google Tool
Additional Tools/Partners

Technology Background & Context

High-level questions to be reviewed with senior technical stakeholders to get a broad perspective on current state & opportunities for im
How satisfied are you with your existing technology tools?
What is working well today? Why?
What are current pain points with the overall marketing technology landscape and toolset today?
What is the single biggest area of opportunity for improvement?
What opportunities do you see to improve integrations between existing ad-tech/mar-tech tools?
Are there any existing gaps you see in operating the ad-tech/mar-tech tools from a resourcing/skill set perspective?
Are there any existing technology limitations preventing the business from achieving their goals?
Are there any existing technologies that share similar purposes where there may be duplication?
Are there any tools that are not being used to their fullest potential? If yes, why?
Are there any specific goals within the organization that you believe cannot be met with the current tools in place?
Is there adequate support from IT to enable the technologies above?
Is there adequate support from knowledge centers, documentations, and training materials to implement these tools?
ting & planned technical tool landscape. For example, if a legacy tool is being replaced with a Google
ype of Tool' (Col. B), add additional rows in order to capture the full landscape. The background questions at
nology landscape and its effectiveness. Continue to update the Tool Landscape based on identified

Technology Background & Context

High-level questions to be reviewed with senior technical stakeholders to get a broad
perspective on current state & opportunities for improvement.
e on current state & opportunities for improvement.

Which other tool(s)

Existing Integrations Planned Integrations Usage Frequency
are in use?

e.g. Adobe Analytics

e.g. DataXu
e.g. DV 360 linked
N/A

e.g. Yext
N/A

e.g. Ensighten
e.g. Tableau
e.g. Numetric
e.g. Krux e.g. Salesforce CRM e.g. DV 360, Analytics 360
e.g. Visual IQ
e.g. Optimizely
e.g. Millward Brown
e.g. Salesforce
e.g. Salesforce
e.g. LiveRamp, Neustar e.g. DV360 linked
e.g. Moat, IAS
e.g. PlaceIQ, Factual e.g. DV360 linked
e.g. DataLogix, Nielsen
 e.g. Marchex
e.g. Mediaocean
e.g. Nanigans
e.g. Rich Relevance
e.g. R, Python
e.g. Adobe Experience Manager
e.g. hybris
e.g. Exact Target
e.g. Foresee
e.g. Bright Edge
e.g. SAP

ent state & opportunities for improvement. Answer

spective?

in place?

hese tools?
Marketer Owner/ Partners, Agencies and Third
Additional Notes & Context
Point of Contact Parties with Tool Access

e.g. Plan to integrate DMP more tightly with our programmatic

[Name - Role] Display Agency marketing and onsite personalization as we implement DBM and
Analytics 360
 Additional Notes & Context

grate DMP more tightly with our programmatic

nsite personalization as we implement DBM and
Analytics 360
BUSINESS INPUT (LEADERSHIP)
Instructions

These questions are designed to be conducted in ~1 hour interviews with a small group of senior executive stakeholders to
Use this template as a guide, filling in answers and notes in column D and/or linking to more detailed interview notes. Ro

Tab Contents
Top Business Objectives
Organizational Content & Discovery

TOP BUSINESS OBJECTIVES*

Rank Overall Business Objectives
Build Brand Awareness
Acquire Customers
Grow Loyalty/Engagement from existing Customers
Efficiently cut digital marketing costs

COMPANY BACKGROUND*
Question
What industry/vertical is the business aligned to?

What are the top three KPIs that will be used to measure against key business objectives?

Will you be implementing marketing technology across multiple countries?

What is the breakdown of sales online vs. offline?
Do you have a mobile app?

ADDITIONAL PROJECT & BUSINESS GOALS

Question
What is the single largest objective you are seeking to achieve with the implementation of this technology?
What are additional ideal business outcomes (i.e. value, new capabilities) that this technology implementation should
lead to?
What are the biggest pain points with the current Ad/Mar-tech setup and digital marketing today?
What works well today and should be expanded?
What are the key distribution channels for the business' products today? (eCommerce Direct/Offline Direct/Other
Retailer/Online Affiliate) How should these channels be impacted by this implementation?
Is this effort considered a pilot within the organization? If so, what will a successful pilot enable?
Organizational Context & Discovery
Question
Summarize the levels of investment (cost for implementation services, people available, internal resources) being made
available for this
How prepared do implementation.
you believe yourIsorganization
there sufficient
is tobuy-in acrossoperate
effectively the organization for this
this technology effort?
after implementation? What
types
What of helpofdo
areas you anticipate
expertise do you needing to properly
believe your prepare
organization is the organization?
most lacking in order to properly implement and integrate
the Google marketing stack?
To what degree do you want your organization to further develop its in-house expertise with these technologies?
Do you anticipate any organizational sensitivities and/or risks to navigate (e.g. BUs, regions) ? If so, how can these be
mitigated?
r executive stakeholders to identify high-level business objectives and goals for the implementation.
tailed interview notes. Rows can be added to customize and/or enhance the questions to be more specific to the business.

Company Background

Ranking
(1 - Most Important; 4 - Least
Important)
2
1
3
4

Answer
e.g. Retail
e.g. ROAS for online spend
e.g. Uniques reached
e.g. Viewability
Yes
Majority Online
Yes

Answer
Answer
fy high-level business objectives and goals for the implementation.
be added to customize and/or enhance the questions to be more specific to the business.

Additional Project and Business Goals

Marketing

Additional Notes

Additional Notes & Context

Are there nuances by business unit, or geography?

e.g. 75% online

Is it for new or existing customers?

Answer
Answer

Required Tools Per Use Case

BUSINESS INPUT (CONTEXT)

Instructions

The questions below are designed to facilitate stakeholder interviews with Leadership, Marketing & Product Owners in ord
address topics that are critical to a deep and customized implementation of Google's marketing technology.

Questions can be added or removed based on project need, and content should be customized to best capture specific busin

Tab Contents
Business Objectives & KPIs

Organizational Questions

Digital Marketing

Question

Topic: Business Objectives & KPIs

Audience: Marketing Team Stakeholders, Regional Stakeholders
What are your team's overall business goals and objectives (not just in digital)?
What is the single largest objective you are seeking to achieve with the
implementation of thisKPIs
What are the primary technology?
(not just in digital marketing)? How do you expect
these technologies to reflect those goals?
What are your primary digital KPIs?
Do you have what you'd consider secondary KPIs?
As you transform your technologies, are you looking to transform your
measurement approach?
Do you have specific viewability goals for your digital media? If so, what are they
and how are they measured?
Do you separate goals by branding vs. direct response?
Describe the types of customers are you most interested in reaching.
What digital marketing challenges do you face today?
Regarding your digital marketing challenges, what are the biggest issues to hitting
and
Whatmeasuring their
is the ideal KPIs?outcome (value and new capabilities) that this
business
technology
What are someimplementation
of the biggestshould lead
barriers to see
you for to
your team? and gaining value out of
adopting
the
Do new Ad-tech/Mar-tech
you feel there are areas stack products?
of digital marketing in which you are over and/or
What are the distribution
underinvested? Why? channels for your products today? (eCommerce
Direct/Offline Direct/Other Retailer/Online Affiliate) How do you see these
Is this effort
channels beingconsidered
impactedabypilot
thiswithin the organization?
Ad-tech/Mar-tech If so, what will a
initiative?
successful pilot enable?

Topic: Organizational Questions

Audience: Marketing Team Stakeholders, Regional Stakeholders
What internal teams, including beyond marketing, should be involved in this Ad-
tech/Mar-tech initiative?
What key external partners must be involved in this initiative?
Which markets and/or business units are included in this effort and which entities
will be addressed at a later point in time?
Which partner(s) are responsible for which business units?
What does ideal engagement look like between Google, Marketer, Agency of
Record, and service
Who is capable partners which
of servicing on thiscomponents,
initiative? and how will they be engaged to
What project
ensure management
successful rollout? and knowledge management methodologies will you be
using for this initiative? Do you have a shared repository for implementation
What is the level of knowledge and skill across your organization and your
documentation?
partners
Whom do with
yourespect
want totobetheable
Ad-tech and Mar-tech
to operate tools tools
the additional you plan
and to implement?
capabilities once
this initiative is complete?
What level of training and/or resource hiring do you think is needed?
Do you have any Global Steering Committee functions that make decisions for the
business? If so, how
Do you anticipate anyvaluable are theysensitivities
organizational in driving decisions?
and/or risks to navigate? If so,
how
Whocanownsthese
sitebe mitigated? and tagging? How can those groups be best involved
infrastructure
in this implementation?

Topic: Digital Marketing

Audience: Marketing Team Stakeholders, Regional Stakeholders
What digital KPIs do you use to measure success?
What types of online conversion activities indicate success?
What
What digital
are the marketing tactics do for
common journey(s) youyour
findcustomers
most effective? Why?
online? Besides the
conversion, what steps in the digital customer journey do you care most about
What are the major
(e.g., landing pages audiences/customer segments that you use in digital marketing
leading up to a conversion)?
and analysis efforts?
Are you running A/B and multivariate testing programs on-site? If so, what type of
tests
Whatare you
data running?
sources do you believe are most critical to effective digital marketing?
(e.g.
What3P, 1P)of detail is desired for tracking digital marketing campaigns? Outline
level
specific needs (e.g. frequency of reporting, level of metrics)
Describe your high level needs for billing with respect to digital technology.

Topic: Analytics & Reporting

Audience: Mar-Tech Lead; Analytics Lead; Marketing Stakeholders
Where and how are you generating reports in your organization?
What reporting do you rely on most often and why?
Describe any pain points with current reporting.
Which measurement partners are most important for your day to day business?
Do you see the need for a dashboard that tracks all digital media?
What are the key reports that you want to get out of this implementation?
Are there attributes about your customer that you would like to better understand
via digital ad platforms?
What is your digital attribution model today? How satisfied are you with it?
Do you have an understanding of how digital ads impact user behavior on your
website?
How do you currently measure digital's impact on your offline sales?
Do you currently measure the reach and frequency of your digital media? If so,
how
Howisdothis
youdata used? the effectiveness of digital media and traditional/offline
compare
media
Do you(TV,
haveprint,
data OOH)?
scientists within your organization who analyze digital
marketing
How much of yourso,
data? If how doisthey
reporting work
ad hoc with thevs.
reporting marketing
reportingteams?
on a regular cadence
(automated)?
Topic: Creative
Audience: Ad-Tech Lead; Creative Ad Technologist; Marketing Stakeholders
How do you currently manage and optimize creative for your digital marketing
campaigns?
What metrics are most critical for you today to understand how effective your
digital creative
What level is?
of communication is there today between creative and digital
marketing teams?
Describe any pain points with current digital creative.
What are the key creative advancements that you want to get out of this
implementation?
Do you have different creative messaging for current vs. new customers?
What types of creative exist today? Display? Video? Mobile?
Do
Do you
you have certain
see the need creative messages
for dynamic for(e.g.
creative specific customers?
the ability to dynamically change
the creative message based on multiple data points to generate 100s-1,000s of
creative combinations)?

Topic: Search
Audience: Ad-Tech Lead; SEM Strategist; Marketing Stakeholders
Do you use bid strategies today? If so, how and where? Do you feel they are
effective?
What are current pain points with your SEM tool and operation today?
How many keywords/campaigns/accounts do you manage? Do you feel this is the
right
How number? Why? keyword bids (general strategies, optimization techniques,
do you manage
etc)? Do you feel this is the right approach?
Do you feel that your search bids & decisioning is based on the right data?
Are there any hypotheses or tests in search management that you want to explore?
Do you manage any search platforms directly in their UI today? If so, why?
What are your overall priorities when in your SEM platform?
(e.g. Time
Are you savings?,
currently Scalability?,
integrating Bidtransactions
offline strategies?, (e.g.
Reporting? Integration?)
call center, brick & mortar
sales)
Do youintofeelyour search
there management
is adequate bidding &between
communication reporting?
search management and
What marketing
other is the current process
channels for display
(e.g. managing SEM? TV)?
& video, (i.e. Ad copy review, landing
page alignment, targeting, keyword selection, budgeting, day parting, campaign/ad
copy testing)

Topic: Programmatic Buying

Audience: Ad-Tech Lead; Programmatic Strategist; Marketing Stakeholders
What tactics in programmatic buying have been the most successful? Why?
Which tactics in programmatic buying have not been effective, why?
List any pain points with the current programmatic buying approach.
Do you have the transparency you desire from your programmatic buying today?
If not, where/how do you want more information?
What kinds of reporting is most critical for programmatic buying?
What brand safety measures are in place for programmatic buying? Are they
effective? What can
Do you currently be improved?
leverage private deals (a.k.a. Programmatic Direct) in
programmatic buying
What are the top today?
priorities forIfthe
so,next
withyear
whom?
in programmatic? Why are they
priorities?
Are there any hypotheses or tests about programmatic buying that you want to
explore?
List 1-2 tests you'd like to run with programmatic buying.
Have you spoken to your top publisher partners about incorporating programmatic
deals into your existing sponsorships and/or upfront deals?
Topic: Display & Video
Audience: Ad-Tech Lead; Ad Ops Specialist; Programmatic Strategist; Marketing Stakeholders
How do you measure success from your digital video campaigns?
What tactics in digital display have you run in the past year? Which have been
most successful and why?
Which tactics in digital display have not been effective, why?
Do you participate in digital upfront deals? If so, with whom and what are the top
publishers and inventory
Do you currently packages?
run native ads? If so, where and which type? Have they been
What is the current general workflow for managing digital display & video
effective?
advertising between the marketer and the agency(ies)? Do you see areas for
What types of brand safety measures do you need to have in place for your display
improvement?
& video buys? Provide specific examples where possible.
Are you satisfied with the viewability for your digital display & video campaigns?
 views with Leadership, Marketing & Product Owners in order to gain understanding of current state. The questions were designed specifica
mentation of Google's marketing technology.

content should be customized to best capture specific business requirements.

Analytics & Reporting Programmatic Buying

Creative Display & Video

Search

Stakeholder Answer

olders
e.g. Increase total sales, with a particular focus on increasing avg. purchase value vs. last
e.g. Alexis Smith
and increasing repeat/return purchases from existing customers

olders
olders

keholders
eting Stakeholders

eholders

ting Stakeholders
c Strategist; Marketing Stakeholders
The questions were designed specifically to

creasing avg. purchase value vs. last year

customers
BUSINESS INPUT (TOOL SETUP)
Instructions
The questions below are designed to facilitate stakeholder interviews with Marketing & Product Owners in order to gain understanding of re
impementation
Questions can be added or removed based on project need, and content should be customized to best capture specific business requirements

Tab Contents
Site Analytics & Google Analytics 360 Setup Customization

Creative

Cloud & Marketing

Question

Topic: Site Analytics & Google Analytics 360 Setup Customization

Audience: Analytics Lead; Audience Mar-Tech Lead; Marketing Stakeholders
How many digital experiences and/or domains within a typical user journey?
Do you have paths to conversion besides a standard eCommerce purchase funnel? If so, please identify.
Are you a retail eCommerce company that conducts sales transactions directly on your site?
Do you have internal search functionality on your site?
Do you plan on integrating your data warehouse with your ad/mar tech stack? If so, please identify the type of data you would
like
Willtoyou
integrate.
need to export raw Google Analytics data for reporting purposes or for integrating with your other business
applications? If so, atconversion/sales
Do you have offline what frequency data
do you need
(e.g., thisthat
POS) data?
you would like to import into Google Analytics, Search Ads 360 or
Campaign
Would you like the ability to programmatically perform tests&on
Manager for more accurate reporting, attribution bidvariations
strategies?
of a web property to optimize against a goal (e.g.
landing pagelike
Would you optimization)?
the ability to access to various data related objects, such as filters, segments, goals, experiments and custom
dimensions and metrics via automated reports?
Would you like the ability to access conversion path data across multiple touchpoints and user session programmatically?
Would you like the ability to access list and attributes of columns (dimensions & metrics) exposed in Google Analytics
reporting API's?
Would you like the ability to join external data from other systems for analysis in Google Analytics? (i.e. CRM)
Would you like the ability to send hit data to Google Analytics from any internet connected device in near-real time? (i.e. P.O.S.
systems
Would youin alike
retail
to setting)
be able to test different iterations of your web and/or app screens for conversion optimization in Google
Analytics?
Would you like to set up Google Analytics free attribution modeling functionality to compare statistically driven attribution
models
Do you alongside other
have on-site usermodels?
authentication? (Are you able to generate unique IDs and consistently assign these to
users/customers)?
Do you have a need to set up automated alerts/anomaly detection?
Are you running any external (non-Google) or offline campaigns that you would like attribution for in Google Analytics?
Do you have external (non-Google) campaign cost data you can import into Google Analytics for ROI analysis (e.g., Facebook
Campaigns)?
Are there non-Google social interactions that you'd like to track on your site (e.g., tweets, Facebook likes)?
Are there specific metric/dimension combinations you need to view for analysis outside of the standard reports available in the
UI? If so,
Would youplease
like toelaborate.
enable Google's machine learning technology to group the users most likely to convert to create remarketing
audiences automatically? (This uses Google Analytics' Smart List functionality)
Would you like the ability to retarget customers who have visited your website?
Do you have any key conversion funnels or need for itemized/productized reporting?

Topic: Creative
Audience: Ad-Tech Lead; Creative Ad Technologist; Marketing Stakeholders
Do you have creatives that are in a repository outside of Campaign Manager?
Do you need to capture leads in your campaigns?

Topic: Search
Audience: Ad-Tech Lead; SEM Strategist; Marketing Stakeholders
Do you have an Google Ads search engine account?
Do you have a Bing search engine account?
Other than Google Ads & Bing, do you have any additional search engine accounts that you use?
Will you need to run dynamic campaigns but they don't have a product feed?
Do you need Dynamic Creatives in Search Ads 360?
Do you have business data/segments that you'd like to leverage for optimizing conversions (i.e., a hotel company uploading a
hotel's region)?
Do you have AdWords store visits that you'd like to import into Search Ads 360?
Would you like the ability to retarget customers who have been exposed to search campaigns? How about across devices?
Would you like the ability to target customers based on location?
Do you need support to integrate with a 3rd party?

Topic: Display
Audience: Ad-Tech Lead; Ad Ops Specialist; Programmatic Strategist; Marketing Stakeholders
Do you have an existing Campaign Manager network in place today?
Do you plan on uploading 3rd party data for targeting and audience building (i.e. via liveramp)?
Would you like to view programmatic costs from Display & Video 360 campaigns directly in Campaign Manager reports?
Would you like to use TrueView YouTube audiences in your RTB and TrueView line items?
Can your customers pay in different currencies on the same web property?
Do you build audiences in other Google platforms (Google Ads, YouTube) that you would like to leverage across the Google
Marketing Platform?
Is brand safety important to your business?
Would you like the ability to retarget customers who have been exposed to display and/or video campaigns campaigns? How
about across devices?
Would you like the ability to target users from an offline prospect list?
Would you like to enable A/B testing against audiences across your media buys?
Are you currently analyzing overlap between media partners and campaigns to identify redundancies and inform media
planning?
Are you interested in bid automation capabilities?

Topic: Cloud & Marketing

Audience: Analytics Lead; Audience Mar-Tech Lead; Marketing Stakeholders
Would you like raw digital analytics and media data available for analysis and modeling?
Do you have other data sources you would like to connect with your campaign or website behavioral data?
Do you maintain any advanced modeling or statistical analysis to inform your marketing initiatives? If not, is that something
you would like to strive for?
Would you like to begin leveraging machine learning capabilities to inform your marketing initiatives?
o gain understanding of requirements for implementation. Partners should reference the Operational Capabilities to ensure the necessary products are in sc

ic business requirements.

Search

Display

Answers
plementation. Partners should reference the Operational Capabilities to ensure the necessary products are in scope for the

Search

Display

Answers
PROJECT CHARTER
Instructions

• Review the content defined in the Business Input tabs

• In the Mission Statement section, please develop an overall implementation goal statement.
• In the Key Challenges section, please document the primary challenges this implementation will address.
• In the Tool Ecosystem section, include the core technology being implemented, key supporting platforms and planned integrations.
• In the Core Team section, include the key project leadership for this implementation.
• In the Timeline section, include key project milestones according to the Project Roadmap and project plan.
• Before Printing or Sharing
• Make a duplicate copy of this sheet and remove these instructions (rows 6-7) as well as the Progress indicator rows (3-5) and assoc
• Change the fill for the input cells from Yellow to White

Mission Statement
What are the major goals of this implementation?
Sample - Through incorporating our offline data into the digital marketing strategy, aim to acquire new customers on a global sc
awareness for the brand.

Key Challenges
What are the main pain points this implementation will address?

Tool Ecosystem
What are the key technologies that must be accounted for in the implementation?
Tools Implementing and/or Auditing Supporting Tools

Core Implementation Team

Who are the key team members responsible and accountable for implementation?
Role Name
Executive Sponsor
 Marketer Product Manager
Partner Implementation Lead
Project Manager
Advertising Technology Lead
Marketing Technology Lead
.
n will address.
rting platforms and planned integrations.

and project plan.

the Progress indicator rows (3-5) and associated images

Business Objectives
Key business objectives and nuances the implementation must address &
m to acquire new customers on a global scale, while building further
and.
Overall business objectives:

Industry:

Key KPIs the tech will be used to achieve:

Global or One Market:

Majority Online or Majority Offline:

Link to Tool Landscape

Timeline
Key milestones for the project
Milestone
3rd Party Tool or Data Integrations Project Kickoff
Design Completion
Operations Team Defined
Testing Complete
Training Complete
Link to Team Roster Launch

Contact Information
 Link to Leadership Input Responses

mplementation must address & consider

1. Acquire Customers
2. Build Brand Awareness
3. Grow Loyalty/Engagement from existing Customers
4. Efficiently cut digital marketing costs
e.g. Retail
e.g. ROAS for online spend
e.g. Uniques reached
e.g. Viewability
Global
Majority Online
0

Target Date Notes

TRAINING PLAN
WorkInstructions
with the Partner and Organizational Change Management Lead to develop a training plan based on Marketer organization's needs
teams as well as Marketing and Business stakeholders.

Fill in the rows based on the courses needed and fill in appropriate Regions and Roles that these courses should apply to starting in colu

Training Courses
Course ID Technology Course Name
Indicate which platforms align to
Develop a Course ID Provide the name of the course.
the courses

GA 100 GA Introduction to Analytics 360

aining plan based on Marketer organization's needs with considerations for Operations team, Agency and Partner

s that these courses should apply to starting in column K.

Develop (D), Update Existing

Topics Proposed Delivery Method/Tool
(U), Vendor (V)
method for the module (e.g.,
Indicate which topics will be developed (D), updated from
Instructor Led Training (ILT),
aligned withAnalytics
Google the course. existing content (U), or will be
Web Based Training (WBT),
Overview
Roles and Responsibilities ILT D
High Level Process
Overview
 Course Description Pre-Requisites
completed or materials that must be
Provide a brief description of the module that will be used
reviewed prior to attending the listed
for communication and registration purposes.
course or accessing the listed
Provide participants with an overview of the course,
None
objectives and topics.
 Train the trainer? Audience Instructor(s)
the course (i.e. Executives, Marketing
the-trainer principle can be Indicate the instructor that will
Leadership, Digital Marketing
applied. Meaning that people are facilitate this course, if any.
Strategists, Digital Marketing Analysts,
Digital Marketing Strategists,
Y X
Digital Marketing Analysts
 Topic Duration Course Duration Location of Materials
Provide the module duration. Provide the course duration.
Provide the location of materials.
(Minutes) (Hours)
15
John Smith 15 Google Drive Link
30
 Targeted Training Date Additional Comments
Provide the targeted date for Provide any additional
training. information.

10/1/2017 N/A
OPERATIONAL CAPABILITIES
Instructions

These operational capabilities should be considered and referenced to help inform what products you want to implement. T
capabilties, and also highlight the imlpementation steps. Please note all these steps are defined in the implementation plan u

OPERATIONAL CAPABILITIES
Capability

0 Site Retargeting

0 Media Retargeting

0 Cross Device Retargeting

0 Known-Prospect Targeting

0 Location Targeting

Suppression of Non-Viewable Ads

Non-qualified User Suppression

0

0 Landing Page Optimization

0 Customer Journey Optimization

Site Content Optimization

0 Global Digital Frequency Capping

0 Media A/B Testing

0 New Customer Onboarding

On Site Related Product Recommendations /

0
Cross-sell

0 Overlap/Reach Analysis & Optimization

0 Search Message Optimization

0 Enhanced Audiences Prospecting

0 Lookalike Modeling
0 Competitive Conquesting

0 Audience-Based Ad Decisioning

0 Private Marketplaces
0 Campaign Autotagging (Display)
0 Campaign Autotagging (Search)
0 Pre-Configured Attribution Modeling
0 Quick Creative Iteration

Search Ads 360 Reporting Rules & Bid

0
Optimization using Google Analytics

0 Lookback Window

0 Data-Driven Attribution
TIES

d and referenced to help inform what products you want to implement. This sheet will guide you on the products required to enable your ch
teps. Please note all these steps are defined in the implementation plan under their respective product sections.

Definition

Target users who have visited the website

Retarget users that have been exposed to particular media

campaigns. Target impressions and/or clickers. (note:
limited set of Publishers will approve)

Retarget users who have engaged with or completed a certain

percentage of a video

Target products & campaigns to customers and prospects

across multiple devices (desktop, mobile, tablet).

Target users from an offline prospect list

Leverage lat/long targeting to deliver mobile display, mobile

in-app and mobile video ads to prospects and customers
Targeting only the impressions of Display ads that yield
greater than 50% of the ad must be viewable for more than 1
second; 50% of the ad must be viewable for more than 2
seconds for video ads.

Anti-target users who are not qualified to convert

Use referral variables to populate landing page content

according to where a user is arriving from and campaign
details (creative, copy, etc.)
Tailor customer journey according to the user's attributes and
behavior on the site

Personalize elements of the on-site experience for known

and/or anonymous users, including hero banners, copy,
imagery, and offers

Limit the number of times an ad is presented to a user across

media partners and tactics

Use cookie splitting to create Control and Test audiences for

experiments across media buys

Target new customers with messages to promote adoption of

new products or services

Tailor product recommendations for the customer journey

based on purchase history, other purchases, etc.

Analyze overlap between media partners and campaigns to

identify redundancies
Tailor search and inform
ads for audience media planning
segments using Google
Remarketing Lists for Search Ads (RLSA)
Leverages advanced prospecting methods such as: 3rd party
data marketplaces, audience interests that match your existing
customers as well as those that are 'in-market' for your
products/services.

Use statistical models to determine if prospects are prime

targets based upon a set of behaviors and attributes of a seed
audience. Used for prospecting and new user acquisition
Target customers of competing products with offers to switch
Use audience-based rules to determine the ad served to each
user according to known attributes
control over how inventory is sold- providing a CPM floor
of benefits
with including:
preferred buyers More detailed Google
with inventory going toAnalytics
the highest
reporting, automatic URL tagging, Google Analytics
of benefits including: More detailed Google Analytics
goals/transactions
reporting, automatic importing into Google
URL tagging, GoogleAds, and duplicate
Analytics
of default attribution
goals/transactions models into
importing which provide
Google credit
Ads, andto a
duplicate
conversion based various touchpoint combinations
Quickly build responsive HTML5 ads and content without(i.e. last
the need to code.
Google Analytics data can be included in Search Ads 360
alongside Search's reporting to allow for more data-driven
optimization.
Specify the time to allow conversion credit to be attributed to
ads across DS, Display & Video 360 and Campaign Manager
post impression/click through.
Leverages actual data in Google Analytics to create a custom
model for attributing conversion credit to marketing channels
throughout the customer journey.
o implement. This sheet will guide you on the products required to enable your chosen
mentation plan under their respective product sections.

Google Google Tag

Steps Data Studio
Analytics Manager
Create Remarketing Lists in Google Analytics X
Share Remarketing Lists in Search Ads 360 /Display & Video 360
Enable Audience List Targeting in Display & Video 360/Search Ads 360
Check with publishers
Enable Apps, Channels and Websites Audience list targeting in Display
& Video 360/Search Ads 360
Ensure FL Tags capture audience attributes
Create Remarketing lists in Display & Video 360/Search Ads 360
Enable Audience list targeting in Display & Video 360
Select environment targeting option in Display & Video 360
Conduct 3rd Party data DMP integration
Create Remarketing lists in Search Ads 360/Display & Video
360/Campaign Manager targeting in Search Ads 360/Display & Video
Enable similar audiences
360/Campaign
Enable audienceManager
list targeting in Search Ads 360/Display & Video
360/Campaign Manager
Offline data integrations for upload directly into Campaign
Manager/Display & Video 360
Data Import of known prospects into Google Analytics (Optional) X
3rd Party data DMP integration (Optional)
Enable Audience list targeting in Display & Video 360
Enable Location Targeting in Campaign Manager/Display & Video
360/Search Ads 360
Enable Viewability Targeting in Display & Video 360

Enable Campaign Manager Viewability Ads reporting in Campaign

Manager (Optional)
Create User Behavior Segments (Non-Qualified) in Google Analytics X
Setup blacklist for Remarketing lists in Display & Video 360
Enable Audience Targeting in Display & Video 360
Enable Content Experiments in Google Analytics X
Run Content Experiments with multiple landing pages X
Determine winning landing page X
Create User Behavior Segments in Google Analytics X
Enable Custom Funnels in Google Analytics X
Enable Content Experiments in Google Analytics X
Run Content Experiments across customer journey X
Determine winning customer journeys X
Enable Content Experiments in Google Analytics X
Analyze Google Analytics On-Page Analytics Reports X
Run Content Experiment testing different content on pages X
Determine winning landing page X

Set up Frequency Capping in Display & Video 360

Enable Dynamic Ad Rotation in Campaign Manager and Studio

Enable Campaign Manager Cost Data and Google Analytics Integration X
Dynamic Reporting in Campaign Manager and Studio
Enable Data pass in Campaign Manager & DoubleClick Studio
Campaign Manager audience list ID targeting in Studio (Optional)
Analyze Results in Google Analytics X
Enable User ID in Google Analytics X
Create User Behavior Segments in Google Analytics (new customers) X
Create Remarketing Lists in Google Analytics X
Share Remarketing lists with Display & Video 360, Campaign Manager,
Studio
Data Import (Offline Conversions, CRM, Optional)
Enable Audience list targeting in Display & Video 360/Search Ads 360
Create User Behavior Segments in Google Analytic (customers) X
Enable Site Search in Google Analytics X
Enable User ID in Google Analytic X
Enable Core Reporting API X
Deploy Enhanced Ecommerce in Google Analytics X
Data Import in Google Analytics (CRM) X
Integrate BigQuery (CRM, Optional)
Develop Product Recommendations in BigQuery (Optional)
Enable Reach Analysis Reporting in Campaign Manager
Enable Remarketing Lists for Search Ads (RLSA) in Search Ads 360
Enable 3rd Party Data Targeting in Display & Video 360
Enable Custom Affinity Targeting in Display & Video 360
Enable In-market Audiences in Display & Video 360
Enable Affinity Audiences Targeting in Display & Video 360
Define audience attributes to consider in Display & Video 360
Upload customer attributes from DMP to Display & Video 360
(Optional)
Data Upload (Competitor lists) into Display & Video 360 from DMP
Enable Campaign Manager ID attribute targeting
Audience list targeting/sharing optional in Google Analytics/Display &
X
Video 360/Studio
Enable Programmatic Direct Deal Access in Display & Video 360
Enable Display Campaign Autotagging in Campaign Manager and
X
Google Analytics
Enable Search Autotagging in Search Ads 360 and Google Analytics X
Select Pre-Configured Attribution Mode in Campaign Manager or
X
Google Analytics
Build creatives in Web Designer
Link a Search Ads 360 advertiser with a Google Analytics property X
Add Google Analytics columns to Search Ads 360 reports X
Make Bidding adjustments leveraging Google Analytics data X
Set Lookback Window in Search Ads 360/Campaign Manager/Display &
Video 360
Integrate Campaign Manager and Google Analytics X

Enable Data-Driven Attribution Settings in Google Analytics X

Campaign Display &
Search Ads 360 Optimize Big Query Ads Data Hub
Manager VIdeo 360

X X
X X
X X
X X

X X
X
X

X X X
X X X
X X X
X X

X
X X X

X X

X
X
X
X
X
 X
X

X
X

X
X
X
X
X

X X

X X

X
X
X
X
X
X
X
X
X

X
 X
X
X
X
X
X
X

X
X
X
X X X