Google Maps: Converting millions of consumer usage data points into actionable media

A smart targeting strategy, using a holistic audience segmentation statistical model, helped increase daily active users for Google Maps in India.

The objective

One of Google's key Apps, despite having high awareness still had a fairly large base of infrequent users.

Traditionally, a blanket strategy (same treatment to every user) was being used to target even the fundamentally different users and hoping to drive the business metric. In the presence of rich data, sophisticated analytical capability and technology to differently target users, a more structured approach was required to bring in efficiency and greater impact.

Our objective was to develop a smart targeting strategy using a holistic audience segmentation statistical model to help increase daily active users for this particular Google...

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