In the Season 3 finale of Chew on This, Ron and Ash are joined by Zach Cox, a growth lead at Google, to discuss various aspects of AI, GA-4, and retail commerce. Zach delves into Performance Max, emphasizing its role in capturing demand and acquiring new customers. He stresses the importance of considering customer lifetime value in media strategies and highlights the shift in retail thinking towards viewing retail as a growth channel. Zach also discusses the significance of attention, branding, and connection in content creation. Furthermore, he shares key factors he considers when brands approach him for growth goals and suggests leveraging customer feedback data in creative strategies. Zach concludes by pointing out the mistake brands make when transitioning into retail without aligning brand awareness and performance teams.

? Zach recommends that brands leverage Google’s Performance Max platform to capture consumer demand.
? He advises brands to think about retail as a channel for growth and consider how they can leverage it in their overall strategy.
? Zach emphasizes the importance of segmentation and tailoring messaging to specific customer cohorts.
? He encourages brands to leverage their video content on YouTube, including user-generated content, for a greater reach and long-term impact.
? Zach believes AI technology will continue to shape the search landscape and advises brands to stay ahead of the curve by understanding how consumers are using these tools.

0:00 - Intro.
​1:31 - Performance Max.​
6:03 - Importance of LTV in media strategy.​
10:04 - Retail as a channel for growth.​
13:27 - Attention, branding, and connection in content creation.​
15:46 - Key factors for growth goals.​
16:57 - Mistakes brands make when transitioning into retail.​
17:49 - Leveraging customer feedback data in creative strategies and decision-making.​
18:59 - Leveraging first-party data and limitations in using it for Google.​
20:00 - Tailoring media strategies based on customer preferences.​
21:16 - Google's role in supporting brands.​
24:01 - Google's collaboration with creators for influencer marketing and content partnerships.​
25:04 - The power of creators in the market and finding the right audience.​
33:00 - Google Analytics 4 (GA-4).​
36:00 - Connected TV (CTV) on YouTube for retail-focused advertising.​
38:03 - Final chew.

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Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc