Google’s Retention of Search Data–tied to selling ads [Google Connects Offline Behavior To Digital Marketing]

This excerpt from an online ad news report illustrates perhaps a more compelling reason for Google to retain user data for longer periods, so it can better analyze the decision-making process for consumer purchasing for its ad businesses:

“We now understand the types of keywords people use at specific points prior to purchase,” says Davang Shah, head of automotive marketing at Google. “Six months prior to the purchase, we see roughly 56% of the auto searches buyers conducted were on non-branded search terms such as fuel efficient or hybrid sedan.”…Search plays a critical role throughout the purchase process…The data, related to paid, organic and display advertising as well as online marketing, includes the facts that 68% of buyers visit a manufacturer’s site in the six months prior to purchase, and 77% visit a third-party site. In aggregate, 84% visit at least one or the other…Shah says Google will cut the data by brand and provide the information to manufacturers, dealers and third-party companies…”

source:  Google Connects Offline Behavior To Digital Marketing.  Laurie Sullivan.  Online Media Daily.  May 22, 2009.  

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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