Google and Digitas combine for mobile insight project

US— Google and brand agency Digitas are teaming up on a project that aims to deliver mobile marketing insights and usage research.

The duo will combine their search and marketing data in a bid to forecast trends, help inform investment strategies and drive increased adoption and deployment of mobile-optimised websites.

Colin Kinsella (pictured), president of Digitas North America, said: “The mobile frontier is here and now, and we have a responsibility to our clients to drive an advanced point of view on navigating this terrain. Fundamentally, this starts with foresight and a progressive company like Google. We are both data-inspired organisations, who understand that data is the spotlight that turns opinions to insights and drives a smart, strategic marketing agenda. I’m thrilled we’ll be able to give these first looks to our clients.”

Google and Digitas have already released the project’s first set of findings, which highlight specific mobile trends over the Mother’s Day period – such as the most popular search terms.

Jason Spero, director of Google Mobile Ads, said: “The data is clear – people are using their mobile devices to find, shop and buy. But users are ahead of businesses right now. Businesses are not always ready to engage them on mobile. We hope to help marketers embrace mobile and embrace their customers with a positive experience on this critical platform.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts