NAPLES, FL: Mondelez International, the snacks group, is successfully using Google Surveys as a tool to gain both broad and in-depth audience insights, as well as generate near-instant feedback on its marketing campaigns.

Sheera Hopkins, Manager/Media and Content at Mondelez International, discussed this subject at the Association of National Advertisers' (ANA) 2016 Masters of Measurement Conference.

And a key strength of Google Surveys, she reported, involves the ability to acquire an overarching perspective on categories, products, buying habits and similar topics.

"One part that I really did love about these surveys is that you're able to ask a really large, broad audience certain questions – moving away from the assumptions that you held to begin with," she said. (For more details, read Warc's exclusive report: How online surveys enhance Mondelez marketing.)

Coupled with wide-ranging knowledge points and gaining "a broader view of who our audience could be" is the capability to drill down into the specificities.

"Because of these filtered options, we're able to start delving in a little bit better," said Hopkins, directly addressing such questions as: Are there certain nuances or differences based on age or gender, or whether or not you're a parent?

"We're really able to glean insights from that, getting information from a larger, broader audience and then starting to fill out some of the key insights [that we've learned] from smaller audiences."

Illustrative enquiries here may cover issues like whether products remain top-of-mind after purchase, and what factors play a role as consumers enter the re-purchase phase.

To influence these moments, Mondelez can also use Google Surveys to "get a better understanding of how our campaigns are working," said Hopkins.

"When we start using it in relation to videos that we place on YouTube, for example, we're able to actually take a look at how people are understanding – or whether or not they're gravitating to – our communications in a real-life environment."

The critical difference from best practices of the past, she added, is the "real-time" differentiator: "[Our customers] are not in a room looking at our ads to help us understand how, or how well, those ads are working."

Data sourced from Warc