I’ve just returned from the EMEA GMP Summit in Dublin, and as always, it was an insightful and dynamic experience. Held at Google’s iconic Dublin office, the event drew together marketing professionals from across the region. This year’s summit was particularly special as it marked the rebranding of DoubleClick to the Google Marketing Platform (GMP), ushering in a new era for digital marketers.
Beyond the valuable sessions, the event provided a fantastic opportunity to network with industry peers, exchange ideas, and get a firsthand glimpse of the latest tools and strategies driving the future of marketing. Staying at the Ballsbridge Hotel, which is conveniently located within walking distance of the Google offices, added to the ease of attending the summit.
For those who couldn’t make it, here’s a recap of the key highlights:
Day 1: The Transformation of Marketing
Welcome and Introductions
The summit kicked off with a warm welcome from Brian McCaffrey, followed by Mick Hodgins, Google’s Managing Director for GMP EMEA. His opening remarks set the tone for the day, emphasizing the evolving landscape of digital marketing and Google’s role in leading that transformation.
The GMP Suite Unveiled
James Cote and Matt Matyas introduced the newly rebranded Google Marketing Platform, showcasing the powerful integration of ads, analytics, and creative under one unified platform. The focus was on creating a seamless and data-driven experience for marketers, enabling more efficient campaign management and decision-making(Master Deck Day 1).
Audience Management and Creative Innovation
Marwa Mabrouk took us through how GMP empowers brands to manage their audiences effectively by combining first-party and third-party data. Following that, Rashi Verma shared insights into creative management, highlighting how GMP’s tools help streamline the creative process, from ideation to execution(Master Deck Day 2).
Data and Extreme Customer Centricity
Dan Stone’s session on data was a standout, stressing the importance of measurement and data accuracy in today’s multi-channel marketing world. He discussed how better data leads to improved customer insights and, ultimately, better marketing outcomes(Master Deck Day 1). The day ended with Nancy Rademaker inspiring the audience with a thought-provoking session on extreme customer centricity and how brands can adapt to ever-changing customer expectations.
Day 2: Deep Dives into GMP Tools
Day two began with an engaging advertiser panel moderated by Kevin Redmond. The panelists shared how they leveraged data to drive smarter decision-making and improve ROI across campaigns(Master Deck Day 2.
Product Deep Dives
We then had the opportunity to dive deep into specific GMP products:
- Search Ads 360 (SA360): Amit Varia and Shirin Eghtasadi showcased advanced features and automation capabilities that streamline search ad management.
- Display & Video 360 (DV360): Andy Devey gave a detailed overview of the platform’s capabilities for planning, buying, and measuring media across channels. DV360’s ability to consolidate campaign management into a single interface was a major highlight(Master Deck Day 2).
- Google Analytics 360: Dan Florin and JP Palle provided a hands-on demonstration of how Google Analytics 360 integrates with the broader GMP ecosystem to provide actionable insights for marketers(Master Deck Day 2
Key Takeaways:
- Unified Platform: The rebranded GMP integrates advertising and analytics tools, creating a seamless experience for marketers to manage campaigns and data-driven insights across channels.
- Creative and Audience Management: GMP empowers marketers to optimize creative workflows and audience targeting through data integration and advanced machine learning capabilities.
- Data is Everything: Accurate data and measurement are critical to successful marketing strategies. GMP’s focus on robust data management tools enables marketers to get a full view of their customers’ journeys and make informed decisions.
- Networking and Collaboration: The summit was not just about learning, but also about connecting with industry peers, exchanging best practices, and discovering innovative approaches to digital marketing.
If you’re serious about staying ahead in the rapidly changing digital marketing landscape, attending the EMEA GMP Summit should be on your calendar. The insights, networking, and exposure to cutting-edge tools make it an invaluable experience. I’m already looking forward to the next one!
This year’s event marked a pivotal moment with the rebranding of DoubleClick to GMP, but beyond the name change, the emphasis was on how Google is helping marketers better connect with their audiences through data, creativity, and seamless technology. If you missed it this time, make sure you attend next year!