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Omni Hotels boosts conversions 4X by ditching cookies for Display & Video 360’s PAIR

From its roots in grand historic hotels to its collection of modern resort destinations, Omni Hotels & Resorts has been shaping the hospitality landscape for decades. With over 40 locations spanning across North America, Omni has continued to build upon its rich legacy that blends time-honored elegance with personalized experiences, offering guests a taste of genuine luxury. To navigate the privacy-focused landscape, Omni partnered with PMG, MiQ, and LiveRamp, adopting Google's Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) solution to deliver relevant ads without compromising user data. This resulted in a remarkable 4X increase in ad conversion rates compared to traditional cookie-based methods, demonstrating success in delivering relevant experiences while respecting user privacy.

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• Google Cloud
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• Search Ads 360
• Tag Manager
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Current: Preparing teenagers for financial responsibility

About Current

Current is a financial technology company that offers a debit card and app made for teenagers. The app and card give teens hands-on learning with modern financial tools, and connects them with the people, brands, and experiences they value.

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Current uses google kubernetes engine on google cloud to improve time to market for app development by 400% while eliminating downtime for users of its debit card app., google cloud results.

• Improves time to market for app development by 400%
• Eliminates downtime for customers
• Enables deployment of new services in hours versus days
• Reduces total cloud hosting costs by 60%

80% reduction in error resolution time

When it comes to developing good financial habits, it pays to start early. Talking to teens about money and monitoring how they spend it helps set them up for a more financially sound future and can have long-term implications for the rest of their lives.

Instead of handing teens cash, many parents are using Current , a Visa chip debit card and smartphone app that helps teens learn how to budget money. Teens can set savings goals, check their balances, earn money by completing chores, and even give to charity. Parents can set an automated allowance, create and approve chores, and easily track their children’s spending with real-time alerts.

To grow, Current must keep its app secure, reliable, and high performing. As a startup, the company started by developing and hosting its app on a simple infrastructure, managing virtual machines with manual processes. As its user base surpassed 25,000 daily active customers, Current began to notice performance bottlenecks, particularly with the Neo4j graph database it uses to store and expose relationships among users, family members, and their debit cards and connected banks. Running the database on a shared application server made it difficult to measure the cost of the required CPU time and memory footprint. Current also lacked a robust way to log and profile the database.

Current considered using a hosted Neo4j solution, but worried that it would limit its ability to deploy in different availability zones as the company grew. Current was also concerned that a hosted solution would drastically increase costs.

“Since moving to Google Cloud, we’ve been able to sustainably grow our user base 7x to more than 175,000 users, and we haven’t experienced any downtime for our services. We’ve also received a lot of collaboration and support from Google, which we weren’t getting from other cloud providers.”

After a short stint with another cloud provider, Current decided to build its own graph database cluster on Google Cloud . The highly available implementation—including a monitoring agent and backup agent—came in at half the cost of a hosted solution or alternative cloud provider according to Trevor Marshall, Chief Technology Officer at Current. Once the engineering team saw the power and reliability of Google Cloud, Current began exploring deeper integration with Google Cloud services.

“Since moving to Google Cloud, we’ve been able to sustainably grow our user base 7x to more than 175,000 users, and we haven’t experienced any downtime for our services,” says Trevor. “We’ve also received a lot of collaboration and support from Google, which we weren’t getting from other cloud providers.”

Accelerating time-to-market

Current now hosts most of its applications in Docker containers, including its business-critical GraphQL API, using Google Kubernetes Engine to automate cluster deployment and management of containerized applications while keeping applications available. Container images are stored on Google Container Registry for fast, scalable retrieval. Integrated logging with Google Stackdriver makes it easy to identify issues, and Current can scale up or down as needed to keep performance high and costs low, with zero downtime for users.

“Moving to Google Cloud reduced our error resolution times by 80% and improved our time to market for app development by 400%. We can iterate quickly, find issues, and redeploy. There’s no reason whatsoever to run Kubernetes outside of Google Cloud, because Google does such a good job.”

With a fully managed environment for containerized applications, Current can deploy new services in hours instead of days while keeping its staffing footprint small. When the company does add team members, they can focus on app development instead of managing and troubleshooting infrastructure.

“Moving to Google Cloud reduced our error resolution times by 80% and improved our time to market for app development by 400%,” says Trevor. “We can iterate quickly, find issues, and redeploy. There’s no reason whatsoever to run Kubernetes outside of Google Cloud, because Google does such a good job.”

Current has released a variety of compelling new features since moving to Google Cloud, including a referral program to recruit more customers and an improved notification feed to inspire more conversations about finances between parents and teens. It also restructured its app to highlight users’ favorite features, including a dedicated allowance section and improved chore management. The new app also communicates with Current’s Kubernetes Engine hosted GraphQL API. Current’s use of GraphQL greatly improves performance by minimizing the data that is sent between the app and the backend, and enables Current’s front-end engineers to share code, increasing developer efficiency.

Improving data and network security

As a financial technology company, Current is always focused on providing the highest levels of security for its customers. Google Cloud facilitates the use of encryption to help protect customer data at rest and in transit to help ensure that customer data is safe when outside the physical boundaries not controlled by Google or on behalf of Google.

For publicly accessible applications, Current configures an ingress resource on Kubernetes clusters to make context-aware load balancing decisions. This ingress also provides a reverse proxy function between users and Current's private network. This helps ensure that no external entity can reach Current’s Google Compute Engine instance fleet directly. Google Cloud also provides Current with the means to forward traffic outside of its private without exposing instances to the public Internet. This gives Current the means to utilize other managed services such MongoDB Atlas, while maintaining a trusted platform.

“Security is one of the biggest benefits of Google Cloud and Kubernetes Engine,” says Trevor. “It was easy for us to configure our environment so that we avoid exposing any public IP addresses for our clusters. When we deploy a new service, we have a recipe that observes security best practices.”

“Google Cloud has allowed us to be highly available, scalable, and cost-efficient, helping us grow from an ambitious startup into a financial technology innovator. We’ve built trust with the families we serve because we’ve been able to offer a great experience.”

Powering a digital workforce

When Current was founded in 2015, the company standardized on Google Workspace for communication and collaboration, using tools such as Gmail and Google Docs , Sheets , and Slides to keep productivity high. Google Workspace administration is so easy that Trevor still handles it all, in addition to leading the company’s tech strategy as CTO.

“Our business depends on Google Workspace,” he says. “It’s simple to use, yet feature-rich and very cost effective. Adding new employees takes a couple of minutes, and they can get to work right away. I can’t imagine using anything else.”

Shaping financial futures

By making it easy for teens and parents to manage and talk about money, Current is preparing a new generation to navigate one of the most challenging aspects of adulthood: financial responsibility. The company’s user base is growing by 20% every month with no signs of slowing, and its Android app just began trending on Google Play. Current is also learning to better manage its own finances. “By avoiding the cost of a hosted Neo4j solution and optimizing resource utilization with Kubernetes Engine, we reduced total cloud hosting costs by 60%," adds Trevor.

“Google Cloud has allowed us to be highly available, scalable, and cost-efficient, helping us grow from an ambitious startup into a financial technology innovator,” says Trevor. “We’ve built trust with the families we serve because we’ve been able to offer a great experience.”

• Digital Marketing Strategy and Planning
• Content Marketing
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• Email Marketing
• Google Analytics
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• Agency growth
• Business-to-Business
• Charity and Not-for-profit
• E-commerce / Retail
• Managing Digital Teams
• Managing Digital Branding
• Managing Digital Transformation
• Managing Lifecycle Marketing
• Managing International Marketing
• Startup and Small Businesses

Google case study

Google revenue model case study

Google case study : A summary of Google business strategy and background on Google technology for readers of my Digital Marketing and E-commerce books. End of case contains technical references on Google's approach to crawling, indexing and ranking results at the end of this case study page.

This Google strategy case study is updated for each new edition of my Digital marketing or E-business book.

Google mission

Google’s mission is encapsulated in the SEC filing statement:

“ to organize the world’s information …. and make it universally accessible and useful ”.

Google explains that it believes that the most effective, and ultimately the most profitable, way to accomplish our mission is to put the needs of our users first. Offering a high-quality user experience has led to strong word-of-mouth promotion and strong traffic growth.

Read further details on the culture and ethics of Google in their Ten Things Manifesto . Notable tenets of the Google philosophy are:

• Focus on the user and all else will follow.
• It's best to do one thing really, really well.
• You can make money without doing evil (the founders are well known and chastised for making this statement).

Putting users first is reflected in three key commitments illustrated in the Google SEC filings: “1. We will do our best to provide the most relevant and useful search results possible, independent of financial incentives. Our search results will be objective and we will not accept payment for inclusion or ranking in them.

• We will do our best to provide the most relevant and useful advertising. Advertisements should not be an annoying interruption. If any element on a search result page is influenced by payment to us, we will make it clear to our users.
• We will never stop working to improve our user experience, our search technology and other important areas of information organization”.

In the Google Annual SEC filings (the best source of information on Google's strategy and value proposition), the company explains “ How We Provide Value to Our Users ”: “We serve our users by developing products that quickly and easily find, create, organize, and share information. We place a premium on products that matter to many people and have the potential to improve their lives”.

Some of the key benefits which are stressed are: Comprehensiveness and Relevance; Objectivity; Global Access; Ease of Use; Pertinent, Useful Commercial Information; Multiple Access Platforms and Improving the Web.

Google Revenue - summary of the 2011 split

Word Stream has taken the published figure and contributed this breakdown.

Source: WordStream

Google Services - 2010 update

The range of established Google services is well known. Many of these achieve through acquisition - see this 2010 summary of Google acquisitions

Google’s commitment to innovation is indicated by these more recent additions to their services which show that their ambitions extend far beyond search and information management through developing operating systems and hardware across multiple platforms to fulfill their mission “ to organize the world’s information …. and make it universally accessible and useful ”.

• Google TV (Google TV (announced 2010) as part of a partnership agreement with Sony and other hardware vendors
• Nexus One Phone using the Google Android mobile operating system launched in January 2010
• Google Mobile advertising (although Google has offered text ads for some time, the 2009 acquisition of AdMob enables improvements in sophistication of this approach)
• Google Chrome OS (a lightweight operating sysytem announced in 2009 and targeted initially at Netbooks)
• Google Chrome (a browser announced as a beta in 2008 and a full product for Windows in 2009)
• Google Apps Announced in 1997 when Google Apps Premier Edition became available for $50 per user account per year, and includes phone support, additional storage, and a new set of administration and business integration capabilities.

Google strategy presentations

The latest announcements of Google strategy are available from Google podium

You can get the latest company announcement through the Google SEC filings

This is a useful 2008 summary of Google's strategy from a French consulting company:

Previous Case study updates

• Google Founders letter - Published May 2009 - this note from the founders of Google outlines future strategy and priorities in key Google services.
• Number of Google advertisers - currently 1.3 to 1.5 million indicating plenty of potential for growth. See analysis on Number of Google advertisers

Update - trends in usage of Google services

TechCruch has a useful summary of US trends in usage of Google services . This catalogues the continued growth of Google in the US in its core services, but shows Google Video, Scholar and Google Product Search falling substantially.

Click on the top left link on the Widget below to see Tech Crunches take on Google's product strategy:

• Proposition - See Guidelines from Google on the principles used to determine their customer experience of Google and applications like Gmail and Google Docs

Google case study - reports

The best available case study is from the most recent Google Annual Report SEC filing which gives all the Google financial and its success and risk factors. Choose the annual report.

SEC is the Securities and Exchange Commission (SEC) which is a government agency for which companies like Google have to submit an open evaluation of their business models and marketplace conditions.

One of the best inside indications on the issues that Google faces as a business is this Search Engine Strategies interview with Google CEO Eric Schmidt .

This covers many of the challenges that Google faces:

• User data Privacy
• Ad revenue models
• New ad formats (Video and Click Per Call)
• Personalisation of search

Google revenue model

In 2009 Google generated approximately 97% of its revenues (99% in 2008 and 2009). from its advertisers with the remainder from its enterprise search products where companies can install search technology through products such as the Google Appliance and Google Mini.

Latest business performance results - Google Q4 2009 performance

The extract below is taken from the press release update I receive via the Google Investors relation blog - you will be able to get the latest there.

• the continued importance of revenues from ads on third party ads (31%) using the AdSense programme (like ads on my site)
• the surprising volume of revenue from US (c50%) given that Google is a global company
• low cost base - mainly from operating datacentres, payroll and employee stock options

Google Q4 Financial Highlights

• Revenues - Google reported revenues of $6.67 billion in the fourth quarter of 2009, representing a 17% increase over fourth quarter 2008 revenues of $5.70 billion. Google reports its revenues, consistent with GAAP, on a gross basis without deducting TAC.
• Google Sites Revenues - Google-owned sites generated revenues of $4.42 billion, or 66% of total revenues, in the fourth quarter of 2009. This represents a 16% increase over fourth quarter 2008 revenues of $3.81 billion.
• Google Network Revenues - Google's partner sites generated revenues, through AdSense programs, of $2.04 billion, or 31% of total revenues, in the fourth quarter of 2009. This represents a 21% increase from fourth quarter 2008 network revenues of $1.69 billion.
• International Revenues - Revenues from outside of the United States totaled $3.52 billion, representing 53% of total revenues in the fourth quarter of 2009, compared to 53% in the third quarter of 2009 and 50% in the fourth quarter of 2008. Excluding gains related to our foreign exchange risk management program, had foreign exchange rates remained constant from the third quarter of 2009 through the fourth quarter of 2009, our revenues in the fourth quarter of 2009 would have been $112 million lower. Excluding gains related to our foreign exchange risk management program, had foreign exchange rates remained constant from the fourth quarter of 2008 through the fourth quarter of 2009, our revenues in the fourth quarter of 2009 would have been $196 million lower.
• Revenues from the United Kingdom totaled $772 million, representing 12% of revenues in the fourth quarter of 2009, compared to 12% in the fourth quarter of 2008. In the fourth quarter of 2009, we recognized a benefit of $8 million to revenues through our foreign exchange risk management program, compared to $129 million in the fourth quarter of 2008.
• Paid Clicks - Aggregate paid clicks, which include clicks related to ads served on Google sites and the sites of our AdSense partners, increased approximately 13% over the fourth quarter of 2008 and increased approximately 9% over the third quarter of 2009.
• Cost-Per-Click - Average cost-per-click, which includes clicks related to ads served on Google sites and the sites of our AdSense partners, increased approximately 5% over the fourth quarter of 2008 and increased approximately 2% over the third quarter of 2009.
• TAC - Traffic Acquisition Costs, the portion of revenues shared with Google's partners, increased to $1.72 billion in the fourth quarter of 2009, compared to TAC of $1.48 billion in the fourth quarter of 2008. TAC as a percentage of advertising revenues was 27% in the fourth quarter of 2009, compared to 27% in the fourth quarter of 2008.

The majority of TAC is related to amounts ultimately paid to our AdSense partners, which totaled $1.47 billion in the fourth quarter of 2009. TAC also includes amounts ultimately paid to certain distribution partners and others who direct traffic to our website, which totaled $250 million in the fourth quarter of 2009.

• Other Cost of Revenues - Other cost of revenues, which is comprised primarily of data center operational expenses, amortization of intangible assets, content acquisition costs as well as credit card processing charges, decreased to $688 million, or 10% of revenues, in the fourth quarter of 2009, compared to $707 million, or 12% of revenues, in the fourth quarter of 2008.
• Operating Expenses - Operating expenses, other than cost of revenues, were $1.78 billion in the fourth quarter of 2009, or 27% of revenues, compared to $1.65 billion in the fourth quarter of 2008, or 29% of revenues.

Google technical architecture

Google has been relatively open about how it works and its architecture. These are some of the key documents explaining the Google architecture.

• Original paper by Sergey and Brin . Covers approach to crawling, indexing and ranking. See analysis of latest Google patents .
• Introduction to query and ranking process . This is an introduction for webmasters.
• Google technical architecture overview . This has further details on the process of performing a search and looks at the hardware architecture also.
• Google Server details - pictures of the servers Google uses to power its system.

Here is a little more detail on the process shown in the figure at the top of the page. In 2010 Google introduced these How Google Works Videos which are recommended reading/watching.

1. Crawling

The purpose of the crawl is to identify relevant pages for indexing and assess whether they have changed. Crawling is performed by robots aka spiders or bots which visit web pages and retrieve a reference URL of the page for later analysis and indexing.

Although the terms “bot” and “spider” give the impression of something physical is visiting a site, the reality is that the bots are simply software processes running on a search engine’s server which request pages, follow the links contained on that page and so create a series of page references with associated URLs. This is a recursive process, so each link followed will find additional links which then need to be crawled. Google uses many computers running many distributed processes for crawling.

Each robot leaves a signature in the web server log file of the site it visits with a unique user agent string such as “Googlebot/2.1”. SEOs can use this signature to assess whether or how frequently a page is being crawled by different robots. The SEO Ranking Success Box ‘Evaluate robot crawling’ gives examples of the main user agent strings and discusses this in more detail. It also shows how you can use Google Webmaster Tools to see the number of pages Googlebot is crawling each day.

2. Indexing.

An index is created to enable the search engine to rapidly find the most relevant pages containing the query typed by the searcher. Rather than searching each page for a query phrase, a search engine “inverts” the index to produce a lookup table (in information retrieval terminology a “posting list”) of the documents containing particular words. For example for the search ‘online marketing’ the search engine might find the word online in documents 12, 23, 48, 57 and 94 and the word marketing in documents 12, 23, 48 and 57 as follows:

Table Volume of searches for single keywords in a single month

Online 12 23 57 94 marketing 23 48 57 Both words 23 57

The query of the index for a phrase uses the intersection between different postings lists for different words. The index is distributed across many servers to make lookup more efficient. Google estimates that for each search that someone types in, over 500 servers may work together to find the best documents.

In early search engines, the index information would be limited to a simple lookup table of words against dcuments, but today, many other aspects characterising a page will be stored in the index files for example a document’s its title, meta description, PageRank, trust or authority, spam rating, etc will be referenced. For the words in the document additional attributes will be stored such as semantic markup (H1, H2, etc), occurrence in anchor text, position in document, etc.

3. Ranking or scoring.

The indexing process has produced a lookup of all the pages that contain particular words in a query, but they are not sorted in terms of relevance. Ranking of the document to assess the most relevant set of documents to return in the SERPs occurs in real time for the search query entered. First, relevant documents will be retrieved from a runtime version of the index at a particular data centre, then a rank for each document will be computed based on many ranking factors. A relatively recent description of the technology approach

Evaluation of relevance is based on the many positive indications of relevance contained in this report of which the most important are:

• PageRank – the number of links from other pages.
• Authority and trust of the pages which refer to a page
• The number of times the words, phrases and synonyms occur on the pgage
• The occurrence of the phrase within the document meta data including its title and meta tags.

There are also negative indications of quality which may indicate attempts at SPAM such as including hidden text on a page, repeating a keyphrase within the document or title, lack of real content.

4. Query request and results serving.

The familiar search engine interface accepts the searchers query. The users location is assessed through their IP address and the query is then passed to a relevant data centre for processing. The process described in the section on ranking occurs in real-time to return a sorted list of relevant documents and these are then displayed on the Search Results Page. Increasingly, results from other index servers return other types of information from vertical search engines. Google refers to this approach as Google Universal Search.

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here . Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice . In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary . Please connect on LinkedIn to receive updates or ask me a question .

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Big chicken: see how shaq uses google workspace to help run his successful business.

Blank Label: Tailoring high-touch customized fitting experiences for men’s clothing

Bluebell Group: Transforming the way luxury brands do business in Asia

Brabantzorg: transforms patient care in months with google workspace and adapta.

Britam: Helping a leading pan-African insurer support its clients at every stage of life

Broadcom: Advancing mass transformation through better connectivity

Brown University: Safeguarding communication channels for faculty, students, and staff

Buffalo Tours

Building a stronger work culture using Google Chat

Bushel: Ensuring seamless collaboration, anytime, anywhere

Buurtzorg: Empowering nurses to provide effective care with Google Workspace

C.C. Content Commercial Champions of Change

CENTURY 21 Canada: Enabling best-in-class real estate customer experiences with Google Workspace

Cuf: securely enabling agile world class medical and patient care.

Cambridge Health Alliance: Collaborating in the service of community health

Camper: Creating fashion-forward footwear through advanced collaboration and analytics

Canada Games Council: Inspiring dreams and building champions

Canam Group: Constructing a faster productivity solution

Canva: Democratizing design and collaborating closely with Google Workspace

Cargills Bank: Transforming workflows and empowering employees with Google Cloud

Carrefour: shaping the future of work for frontline workers.

Celestica: Improving global productivity and collaboration with Google Workspace

Cello Zorg: Connecting caregivers and communities test

Centro Medico Santagostino: Taking healthcare to the cloud

Chantelle Lingerie: Real-time collaboration, from factory to boutique

Chas Everitt: Saving on travel and IT support with Google Workspace

Choice Hotels helps hoteliers do their best work with Google Workspace

Choice Hotels, Korean Air: Stay secure & improve efficiency for your frontline with Google Workspace

City of Chattanooga: Innovating government services to support Tennesseans

City of Linköping: Flexibly collaborating on Google Workspace to better serve its citizens

City of Los Angeles: Using Google Maps to inform and empower citizens

Clarkstown Police Department: Catalyst for a culture shift

Cloud & Ground: Encouraging better community living with the support of Google Workspace

Cloud Next Recap: 20 ways our customers outdo themselves using Google Workspace

CodePath: Generative AI tools to transform work for the better

Coin: digitizing internal processes developing their own apps, coindcx champions of change.

Colgate-Palmolive: Empowering global collaboration with Google Workspace to better serve millions of families worldwide

Comanche County Memorial Hospital: Enhancing patient care and security

Comdata: Delivering outstanding Customer Experience using Google Workspace

Comune di Bergamo: enabling a cohesive, collaborative workforce with Google Workspace

Comune di Bologna: Creating community in a 21st-century smart city with Google Workspace

Conrad Electronic: Disrupting online retail

Covisian: Driving the international growth of its outsourcing business using Google Workspace

Custom Ink: Managing rapid growth through an always-connected collaborative culture

DFS: Staying connected, from the sales floor to the living room floor

DTDC Champions of Change

DTDC Express: Achieving a tenfold increase in collaboration and speed of decision-making with Google Workspace

Dassana secures businesses with Google Workspace, Google Cloud

Deliveroo: Delivering record-breaking growth with the right tools

Design Within Reach

Developing a corporate data transaction app and using task automation with Appsheet

Developing onboarding and asset management apps using appsheet.

Devoteam: Helping companies of all sizes to adapt and thrive in challenging times, with Google Workspace

Discovery: Creating world-class entertainment with anywhere, anytime collaboration tools

DocuSign: Providing customers seamless access to eSignature within Google Workspace apps.

Driving cultural transformation in the workplace with equifax, commonspirit, and hcl software.

EDUA Group: Innovating via Google Workspace to bring teachers, courses, and students together online

EULEN: Delivering excellence in care and sanitary service through collaboration

Eagle County, Colorado: Powering real-time emergency response through cloud collaboration

Eagle county: how it's coordinated and cultivated with google workspace, easypark accelerates onboarding, supports 60% annual growth with google workspace.

Eaux de Vienne: Improving the flow of information with collaborative tools on Google Workspace

Economist Impact: Launching a global brand during lockdown

Electronica Finance Limited: Creating, updating, and fine-tuning machine loans in real time

Entelgy: Creating a workplace that is more transparent, more efficient, and more collaborative

Environmental Dynamics Inc.: Enabling digital productivity in the field, in the office, and at home

Euroclean: Gaining more flexibility in one clean sweep with Google Workspace, Google Cloud Platform, and Chrome Enterprise

Evergen: Powering remote teams with effective collaboration on Google Workspace and cloud apps

Exterro: Connecting global teams at scale with Google Chat and Google Workspace

FM Logistic: An integrated digital workplace with Google Workspace and LumApps

Feralpi: Forging a culture of communication, collaboration, and innovation with Google Workspace

Finding fresh perspectives at LafargeHolcim: Enabling true collaboration with Google Workspace

Fleetsmith: Easier, more secure fleet management with Google Workspace

Footway: How a small workforce powers big retail with Google Workspace

GANT: Suiting up for global growth with Google Workspace

General Mobile: Making the call to improve collaboration

Generali Hungary: Transforming sales network communication with Google Workspace

Geneva Business School: Empowering the business leaders of tomorrow with collaborative mindsets

Georgia Department of Community Supervision: Better supporting communities through remote work

Global Payments: Disrupting tools to foster innovation

Gobierno del Estado de Puebla: Delivering the future of digital government

Governors’ Camp: Combining adventure and innovation for the ideal safari

Guidion: Building a more secure infrastructure with Google Workspace

Gulbene Municipality: Keeping community services running with modern collaboration tools

HK01: Connecting teams and data insights on Google Cloud to build a top lifestyle platform

HMH: Modernizing healthcare IT and collaboration for better patient and practitioner experiences

Hackensack Meridian Health, Sanmina, Sports Basement: Bring it all together: Google's Ecosystem Powers the Future of AI at Work

Hackensack meridian health: modernizing healthcare, hackensack meridian health: modernizing healthcare with google workspace, chromeos, and citrix.

Hackney Council: Empowering 4,000 staff to keep serving their community from home

Hamaya: Transforming traditional ways of work seamlessly with Google Workspace

Hamilton Beach

Harim Group: An integrated communication tool that binds more than 20 subsidiaries, and establishes a horizontal work culture

Herron todd white champions of change.

Hijra: Empowering Indonesians to lead better lives through digital Islamic finance solutions

Holtzbrinck Publishing Group: Stimulating innovation through collaboration with Google Workspace

Homer Central School District: Transforming student learning

Homesale Realty: Empowering independent agents to do their best work from anywhere

How Businesses are using Gemini for Google Workspace

How Globe Telecom applied the democracy model for citizen development

How google workspace strengthened mercado libre as a leader, how just add honey uses google workspace and pixel 6.

How Kisan Network uses Google Workspace to help Indian farmers reap more profits from their crops

How pwc migrated 275,000+ users to g suite, how sports basement uses google workspace and pixel 8 pro, how teams of all sizes connect, create, and collaborate with google workspace, hsin hsin galaxy champions of change.

Hunterdon Healthcare: Achieving higher-quality, more cost-effective care

Hurley Medical Center: Providing the best healthcare using advanced technologies

IT Convergence: More intuitive, enterprise collaboration with Google Workspace

Ibibo Group: Improving customer experiences with Google Maps Platform and Google Cloud

Idex: Enhances services that nurture sustainability goals inside and out

Imerys: Powering the digital transformation of a global mineral giant

Impress: Digitizing the orthodontics experience with secure collaboration on Google Workspace

Improving collaboration and saving time with Google Chat

Insurance agency StreetSmart modernizes its family business with Google Workspace

Intellect Design Arena: Enabling agile design thinking with seamless collaboration

Ippen digital: onboarding employees 34% faster with google workspace.

Iron Mountain: Protecting critical data and assets with the help of Google Workspace

JBGoodwin REALTORS: Finding a home for better productivity

Jain Irrigation Systems: Empowering farmers across the globe with sustainable innovation on Google Workspace

Jeni's Splendid Ice Creams

KAESER COMPRESSORS

KBZ Bank: Building reputation and competitiveness in Myanmar

KKday: Ensuring efficient and secure global collaboration to deliver unique travel experiences

KPJ Healthcare: Using Google Workspace to enable business continuity and introduce new ways of medical consultation in APAC

Karkinos healthcare: making cancer detection and care delivery highly available with a scalable cloud infrastructure.

Kawan Lama Group: Transforming the workplace with secure, seamless collaboration tools

Khon kaen university champions of change.

Kings Transport: Enhancing collaboration and compliance with Google Workspace

Kingston and Sutton London Borough Councils: Empowering smart teams

Kirloskar group champions of change.

Klarahill: Bringing local funeral homes together to thrive in a competitive and changing market

Koenig & Bauer: Staying innovative by making knowledge and idea sharing easy with Google Workspace

Kumu Champions of Change

Kärcher: Bringing more than 85 years of tradition to the cloud with Google Workspace

L&T Finance: Providing opportunities for small businesses with quicker loan processing

L&t financial services: offering loans in rural india.

La Virginia powers real-time collaboration with Google Workspace and aeros

Lalamove: Building affordable, versatile global on-demand delivery with Google Workspace tools

Lamor Corporation: Collaborating seamlessly with localized teams to help clean the world

Latentview analytics ltd. champions of change.

Le Biscuit: Digitizing 50 years of retail tradition

Les Grands Chais de France: Finding new ways to offer a virtual taste of French wine culture

LifeCell: Nurturing life sciences solutions to build a healthier future

Linear Clinical Research: Supporting remote working, BYOD and data loss prevention with Google Workspace

Liu Jo UOMO: Accelerated growth and increased mobility with Google Workspace

Long Shot's development breakthrough and user growth surge using Appsheet

Lucent bio: google workspace helps boost collaboration and sustainability.

Lush: the beauty of enabling 9,000 global employees to collaborate and grow via Google Workspace

Léon Grosse: Bringing offices and building sites closer, with collaborative Google Workspace solutions

L’Appart Fitness: Reaching its best shape with Google Workspace to continue expanding

Mm pakistan champions of change.

MMP: Creating a new work culture and systems for consulting excellence

Mantech: leading the way to google workspace, mantel group: making client collaboration easier and more convenient at a lower cost.

Mass Rapid Transit Corporation: Delivering stability and empowering staff with Google Workspace

Mastersystem Infotama: Transforming the workplace with secure, seamless collaboration tools

Maven Wave: Helping enterprises disrupt instead of being disrupted

McClatchy: Real-time collaboration to drive real-time news

MediaNews Group: Competing in the fast-paced news business through better collaboration

Mercer International: Enabling collaboration via Google Workspace and migrating 2K+ staff during COVID-19

Mercury Promotions & Fulfillment: Employee collaboration from anywhere

Migrating data and applications with Appsheet

MinTIC improves digital government initiatives with the support of Google Workspace and Xertica

Ministério Público do Estado do Amapá enhances citizen support using Google Workspace

Mobile premier league champions of change.

Monstarlab: Empowering talent anywhere with a global workforce united by Google Workspace

Moûtiers: Keeping citizens safe and informed through an innovative approach to local government

Mullenlowe group: bringing creative minds together on google workspace.

Multnomah County: Keeping its employees connected using Google Workspace—on site or on the road

MyGate: Securing devices and data during rapid growth with Google Workspace, Chrome OS and Android Enterprise

MyRepublic: Powering a lean, agile alternative to traditional telcos

Nba superstar dwyane wade is dropping dimes daily using duet ai in google workspace.

NII Holdings: Standardizing on Google Workspace for savings and security

NTUC Enterprise: Keeping living costs sustainable for Singaporeans with better collaboration tools

National Institute for Health Research: Forging a framework for world-class biomedical research

NewMotion: Powering an electric vehicle revolution with Google Workspace

Nielsen: Collaborating across 100 countries for better consumer insights

Nielsen: Scores high ratings from users after deploying Google Workspace and Salesforce

Nineleaps: Improving collaboration and teamwork to efficiently create software solutions for companies

Noberasco: Sows the seeds for success with Google Workspace

Nordward: Uniting four brands on one platform to deliver on a shared sustainability mission

Nova Post: Driving international expansion with risk-free information exchange

Nubian Skin: Scaling more inclusive fashion with help from Google Workspace

Nutresa group: connected we work better.

O2 Care Services: Using Google Meet to connect, collaborate, and keep caring

OIC Onlus: Delivering better care with Google Chromebooks

OLX Group: Building a global community with Google Workspace

OT Group: Delivering everyday consumables to millions of Indonesians with Google Workspace

Ohio Department of Rehabilitation and Correction: Creating a secure virtual classroom

Optimizing employee productivity using Appsheet

OrangeTee: Using Google Workspace to help secure sensitive data and streamline document editing

Origami: Accomodating a shift in business demands with easy-to-use Google communication tools

Ospedali Riuniti di Ancona: Delivering first class healthcare around the clock with Google Workspace

Ovo, UNFPA, Air Liquide: Keep your data private and compliant with Gemini for Google Workspace

PGA of America: Seeing green with modernized collaboration

POPULAR VEHICLES: Driving secure, seamless collaboration across the organization

Pegadaian: Steering a digital transformation program toward workflow efficiency, with Google Workspace

Picnic health: revolutionizing healthcare with google workspace and google cloud.

Picnic: Delivering on its next-day promise with easy collaboration on Google Workspace

Piramis: Connecting TLC with clients from north to south with a more personal touch

PrestaShop: Building a flexible “work-from-anywhere” culture with Google Workspace

Pulse Secure: Growing and protecting revenue with Google Cloud Platform Marketplace

Questrade Financial Group (QFG): Maintaining a people-focused company culture of care

Quimmco: Elevating team collaboration during a pandemic and beyond

RLE International

RSPCA: Rescuing animals with the help of Google Workspace

RZB: Putting innovation and collaboration in the spotlight with Google Workspace

Raisely: expanding digital channels to help nonprofits reach more donors and maximize fundraising.

Randstad: Applying HR expertise through Google Workspace features

Rawson Properties: Adding tech value for real estate franchisees

Red Hat: Instant access to enterprise knowledge improves performance

RedDoorz: Boosting work productivity via collaborative and secure workspaces enabled by Google Workspace

RelianceUnited: Boosting productivity and patient experience, with Google Workspace and Google Cloud

Rentokil Initial

Revolut revolutionizes the financial services industry to make money management easy and accessible for all

Revolutionizing production control with Appsheet

Rovaniemi: Collaboration in the Finnish Arctic with Google Workspace

Royal Government of Bhutan: Enabling sustainable development and social well-being with Google Workspace

SADA Systems: Building a successful business on Google Cloud

SADA: Driving real transformation for thousands of global companies with Google Workspace

SCL Health: Modernizing patient and provider experiences with advanced productivity and collaboration tools

SDIS 41: Providing Loir-et-Cher's volunteer firefighters with equal access to collaborative tools

SGAG: Creating engaging content to put a smile on Singaporean faces

Safetec: Helping customers thrive, grow, and save with Google Workspace

Salesforce: Driving business and positive change through collaboration

Samudera Indonesia: Consolidating email and enhancing collaboration with Google Workspace

Sanmina: Making collaboration a competitive advantage

Savoir Faire Ensemble: Building the fabric of COVID-19 protection with Google Workspace

Schnucks: Improving operational efficiency with seamless collaboration

Scienaptic: Safeguarding data assets with Google Workspace to drive the future of global credit

Seeff Properties: Building better communications with Google Workspace

Shaw Industries

Sheboygan County: Embracing new tools for county responsiveness

Simplifying Healthcare Communication: The Power of Gmail

Singapore Press Holdings: Going paperless and generating efficiencies with Google Workspace and Google Cloud

Snap: Prevent, identify, and respond to threats in Gmail and Google Workspace

Sompo Insurance (Hong Kong): Expanding into retail insurance business

Sony Pictures Imageworks: Making cinematic magic through modern collaboration

Southern Cross Care (SA, NT & VIC) Inc: Transforming the aged care experience with Google Cloud and Google Workspace

Southern cross care champions of change, southern cross care: solving for providing consistent care to patients.

SproutLoud: Transforming channel marketing with cloud IT

St. luke’s medical center: delivering quality healthcare with secure online collaboration to keep patients and staff safe.

State of Arizona: Enhancing productivity and security with cloud collaboration

State of Guanajuato: Improving fiscal audit efficiency with Google Workspace automation

Supr Daily: Empowering teams to streamline processes and improve morning grocery deliveries with AppSheet

TCG: Streamlining loan approval processes with team collaboration on Google Workspace to help more SMEs receive funding

Telus and google cloud partner to create a more sustainable future.

Team Olivia: Creating cost-efficient collaboration with Google Workspace

Teréga: Designing a productivity platform for better collaboration and mobility

Testing and launching applications faster using Appsheet

The F.C. Tucker Company: Revolutionizing real estate sales in Indiana

The FA: Transforming the world’s oldest football association

The Government of Tamaulipas: Example of innovation with Google Workspace and AppSheet

The knot worldwide starts testing duet ai in google workspace.

The Printers Mysore: Bringing 70 years of journalism tradition to the digital age with Google Workspace

The Roche Group

The Scotts Miracle-Gro Company: Planting a cloud-based future

The case for change: a business-value framework for technology choices, the new era of work with gemini for google workspace with etsy, fox sports, and thoughtworks.

Thirdware: Unifying 25 years of knowledge to give technology services a competitive advantage

Thoughtworks: Delivering Software Solutions from the Cloud to Clients

Tiger analytics champions of change.

Toho Gas: Creating a safe mobile work environment and gaining foothold to a broader DX business expansion

Tradebridge: Connecting three businesses with one cloud culture

TransContainer: Saving time and money to build a better workforce with Google Workspace

Transforming to a collaborative enterprise with Google Workspace

Transworld Group Singapore: Improving communication between customers and employees to speed up container shipping

Travis Perkins PLC transforms the workspace and embraces a digital future

Treebo Hotels: Transforming India's budget hotel experience with a pioneering digital platform

Trimble, FinQuery: Level up your productivity at work with Gemini for Google Workspace

Trondheim Kommune: Working smarter, easier, and together in the cloud

TrueCar: Making work a smooth drive

Twinkl: Getting top marks for global growth with Google Workspace and Hire by Google

U.s. army chooses google workspace to deliver cutting-edge collaboration, u.s. navy: building bridges (and ships).

Uber, Verizon, Golden State Warriors, Randstad: Level-up your Sales, Marketing & Customer Service with Gemini for Google Workspace

Uber: Enhancing productivity by using AppSheet to automate key administrative processes

Ukrgasbank: how ukraine’s fourth largest bank relies on google workspace during unprecedented times, uniformed services university plans for a digital medical workforce with generative ai.

Unify: Uniting top online brands on one collaboration platform

Unlocking productivity and collaboration with Google Workspace

Uplers solutions pvt. ltd. champions of change, vtech gives its global development teams a new way to collaborate.

Veolia Australia and New Zealand: Improving employee collaboration, mobility and security more effectively with technology

Verizon: Google’s productivity expert on getting to your personal “uptime”

Vichy Catalan Corporation rejuvenates its workforce with more than mineral water

Vidio: Innovating the future of video streaming for Indonesia with Google Workspace

Viessmann: Promoting global collaboration to build tomorrow’s sustainable energy solutions

Virgin Active: Building a culture of collaboration with Google Workspace

Vodafone idea limited champions of change.

Vonage: Driving productivity and sales through digital transformation

Wayfair: Furnishing personalized online buying experiences through cloud collaboration

Wayfair: google workspace | how it’s done, webfx: redefining productivity in the new era of gen ai.

Weiss + Appetito: Matching mobility with peace of mind

Xero: Delivering communications and collaboration at scale with Google Workspace including Google Meet hardware

York: Behind every good outcome

ZALORA: Supporting sustainable, secure business expansion with Google Workspace

Zerodha: improving the retail investment experience with seamless collaboration on google workspace, acommerce champions of change.

eir: Supporting staff to keep more than 2 million customers connected, from home

flaconi: Giving collaboration a makeover with an innovative, customer-first solution on Google Workspace

Ifood: google workspace | how it’s done.

iOPEX Technologies: Driving digital transformation for large enterprises with enhanced security and increased team productivity

kfzteile24: Reducing costs and boosting productivity with Google Workspace

Nurture.farm champions of change, how teams of all sizes connect, create and collaborate.

1. Google Workspace Customer Story: HMH

2. Google Workspace Customer Story: Celestica

3. Google Workspace Customer Story: MullenLowe Group

Free Google Docs Case Study Templates

By Kate Eby | January 18, 2024

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We’ve collected several free, customizable case study templates in Google Docs format for marketing managers, content creators, sales reps, and product managers. Use these templates for customer stories, sales collateral, and product development.

On this page, you’ll find eight dynamic Google Docs case study templates, including a  case study report template , a  project case study template , a  marketing case study template , and a  one-page case study template .

Google Docs Simple Case Study Template

Download the Sample Simple Case Study Template for Google Docs Download the Blank Simple Case Study Template for Google Docs

When to Use This Template: Marketing managers and content creators can use this template — with or without sample data — to deliver clear and short case studies. First-time case study writers will appreciate the template’s straightforward approach. 

Notable Template Features:  This simple case study template focuses on the main points and results, so it's not overly detailed. You’ll find room to include an introduction, customer challenges, marketing strategies, and results.

See this selection of free marketing case studies available in PowerPoint format that are ready to use in presentations.

Google Docs Case Study Report Template

Download the Sample Case Study Report Template for Google Docs Download the Blank Case Study Report Template for Google Docs

When to Use This Template: Use this case study report template for Google Docs to make a detailed report. Download the version with sample text to get an idea of how to complete the template. It's perfect for marketing managers or product managers who want to dive deep into their analysis and show lots of data and insights. 

Notable Template Features: The report-style format of this template features a comprehensive layout with plenty of room to go into detail and depth. When complete, it helps you look closely at complex marketing issues, evaluate lots of data, and put together clear, professional reports. 

Check out these free marketing case study templates in various formats, ideal for highlighting marketing achievements and tactics.

Google Docs Project Case Study Template

Download the Sample Project Case Study Template for Google Docs Download the Blank Project Case Study Template for Google Docs

When to Use This Template:  Choose this project case study template when you want to show off how well you managed and executed your project. Project managers or content creators who need some guidance on how to complete this template should download the version with sample text. 

Notable Template Features:  The visually driven template format renders the content easier to grasp and effectively communicates the success of your marketing tactics. Use visuals such as line charts, pie charts, and bar charts to explain your project's success in a clear, easy-to-understand way. 

For additional sales tools, take a look at our selection of free case study templates available in Microsoft Word format.

Google Docs Marketing Case Study Template

Download the Sample Marketing Case Study Template for Google Docs Download the Blank Marketing Case Study Template for Google Docs

When to Use This Template:  Marketing managers, sales representatives, and content creators who want to demonstrate how their efforts have positively impacted the business should use this marketing case study template. Download the version with sample text for guidance on completing your own case study. 

Notable Template Features: This template includes additional sections specifically designed for marketing stories. You’ll find space to provide information about the company, challenge, solution, what happened, and benefits. Its visually appealing format helps explain complex marketing information simply.

Google Docs One-Page Case Study Template

Download the Sample One-Page Case Study Template for Google Docs Download the Blank One-Page Case Study Template for Google Docs

When to Use This Template:  Select this one-page case study template — with or without sample data — when you need to make a strong impression fast. It's great for sales representatives or marketing managers who want to grab the attention of busy decision-makers with a short, impactful summary. 

Notable Template Features: The template’s concise one-page format helps you get straight to the point. Add information about key results and any highlights and use it as part of a sales pitch or other business presentation.

Google Docs Problem-Solution-Impact Case Study Template

Download the Sample Problem-Solution-Impact Case Study Template for Google Docs Download the Blank Problem-Solution-Impact Case Study Template for Google Docs

When to Use This Template: Choose this problem-solution-impact case study template to outline a clear sequence of events. Download the version with sample text to see how to identify the problem and reveal the solution and its effects in a straightforward way.

Notable Template Features:  This template’s linear narrative structure sets it apart. Complete the  Problem, Solution , and  Impact  sections to end up with a straightforward, chronological approach to storytelling.

Google Docs Comparative Study Template

Download the Sample Comparative Study Template for Google Docs Download the Blank Comparative Study Template for Google Docs

When to Use This Template: Use this comparative study template to compare such items as marketing campaigns or strategies. Download the version with sample data to quickly see an example that highlights changes over time or how different approaches stack up against each other. 

Notable Template Features: This template layout is ideal for side-by-side comparisons. You can easily put two items next to each other to see how they compare, making it a useful tool for looking at changes and trends clearly.

Google Docs Case Study Storyboard Template

Download the Sample Case Study Storyboard Template for Google Docs Download the Blank Case Study Storyboard Template for Google Docs

When to Use This Template:  Pick this case study storyboard template when you want to present your case study like a visual story. It’s perfect for marketing teams that prefer using more pictures and fewer words in their case study.

Notable Template Features: This template focuses on storytelling with visuals. Unlike other templates, it uses images and graphics to walk through the case study, making it stand out for presentations.

Streamline and Collect All the Elements Needed for a Case Study with Smartsheet

Empower your people to go above and beyond with a flexible platform designed to match the needs of your team — and adapt as those needs change. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed. 

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time.  Try Smartsheet for free, today.

Discover why over 90% of Fortune 100 companies trust Smartsheet to get work done.

People + AI Guidebook

The case studies share real world stories from teams who have designed AI-driven products using human-centered AI best practices.

Guidance in action

A collection of real world examples of human-centered AI design, done with or in the spirit of the Guidebook.

We add new case studies on a rolling basis.

Google Photos

The Google Photos team on balancing user control and automation in AI-powered photo memories.

Relevant patterns

The BenchSci team on designing a user-centered, AI-powered biomedical research tool.

Google Flights

The Google Flights team on finding a user-friendly way to communicate AI-powered price predictions.

Google’s Read Along team on designing a parent and kid-friendly product to grow child literacy.

Google’s Jigsaw team on designing a user-controlled, AI-enabled comments moderation tool.

Hacking the Case Interview

If you are interviewing for a business strategy or operations role at Google, there is a high chance that you will be given at least one case interview or case study interview. Roles at Google that have case interviews as part of the interview process include:

• Strategy & Operations
• Product Management
• Business Partnerships
• Business Analyst

In order to land these jobs at Google, you will need to pass every single one of your case interviews. While Google case interviews may seem ambiguous and intimidating at first, know that they can be conquered with the right preparation and practice.

If you are unfamiliar with how to solve or prepare for Google case interviews, we have you covered. In this comprehensive Google case interview guide, we’ll cover:

• What is a Google case interview
• Why Google uses case interviews
• The 6 steps to ace any Google case interview
• Google case interview examples and answers
• Google case interview tips
• Recommended Google case interview resources

If you’re looking for a step-by-step shortcut to learn case interviews quickly, enroll in our case interview course . These insider strategies from a former Bain interviewer helped 30,000+ land tech and consulting offers while saving hundreds of hours of prep time.

What is a Google Case Interview?

Google case interviews, also known as Google case study interviews, are 30- to 45-minute exercises in which you are placed in a hypothetical business situation and are asked to find a solution or make a recommendation.

To do this, you’ll create an overall framework that shows what approach you would take to solve the case. Then, you’ll collaborate with the interviewer, answering a mix of quantitative and qualitative questions that will give you the information and data needed to develop an answer. At the end of the case, you’ll deliver your recommendation.

Case interviews have traditionally been used by consulting firms to assess a candidate’s potential to become a successful consultant, but many companies with ex-consultants now use them to assess an interview candidate’s capabilities. Since Google hires so many former consultants in its business roles, you’ll likely encounter at least one case interview in your interview process.

The business problems that you’ll be given in a Google case interview will likely be real challenges that Google faces today:  

• How can Google increase its revenues from enterprise businesses?
• How can Google reduce costs among its customer service call centers while maintaining customer satisfaction?
• Google has seen a steep decline in the number of Google searches in Japan. What is causing this decline and what should Google do to address this?
• How can Google improve customer retention among small and medium-sized businesses?

Depending on what team at Google you are interviewing for, you’ll likely be given a business problem that is relevant to that specific team.

Although there is a wide range of business problems you could possibly be given in your Google case interview, the fundamental case interview strategies to solve each problem is the same. If you learn the right strategies and get enough practice, you’ll be able to solve any Google case interview.

Why does Google Use Case Interviews?

Google uses case interviews because your performance in a case interview is a measure of how well you would do on the job. Google case interviews assess a variety of different capabilities and qualities needed to successfully complete job duties and responsibilities.

Google’s case interviews assess five major qualities:

• Logical, structured thinking : Can you structure complex problems in a clear, simple way?
• Analytical problem solving : Can you read, interpret, and analyze data well?
• Business acumen : Do you have sound business judgment and intuition?
• Communication skills : Can you communicate clearly, concisely, and articulately?
• Personality and cultural fit : Are you coachable and easy to work with?

Since all of these qualities can be assessed in just a 30- to 45-minute case, Google case interviews are an effective way to assess a candidate’s capabilities.

The 6 Steps to Solve Any Google Case Interview

In general, there are six steps to solve any Google case interview or case study interview.

1. Understand the case

Your Google case interview will begin with the interviewer giving you the case background information. While the interviewer is speaking, make sure that you are taking meticulous notes on the most important pieces of information. Focus on understanding the context of the situation and the objective of the case.

Don’t be afraid to ask clarifying questions if you do not understand something. You may want to summarize the case background information back to the interviewer to confirm your understanding of the case.

The most important part of this step is to verify the objective of the case. Not answering the right business question is the quickest way to fail a case interview.

2. Structure the problem

The next step is to develop a framework to help you solve the case. A framework is a tool that helps you structure and break down complex problems into smaller, more manageable components. Another way to think about frameworks is brainstorming different ideas and organizing them into different categories.

For a complete guide on how to create tailored and unique frameworks for each case, check out our article on case interview frameworks .

Before you start developing your framework, it is completely acceptable to ask the interviewer for a few minutes so that you can collect your thoughts and think about the problem.

Once you have identified the major issues or areas that you need to explore, walk the interviewer through your framework. They may ask a few questions or provide some feedback.

3. Kick off the case

Once you have finished presenting your framework, you’ll start diving into different areas of your framework to begin solving the case. How this process will start depends on whether the case interview is candidate-led or interviewer-led.

If the case interview is a candidate-led case, you’ll be expected to propose what area of your framework to start investigating. So, propose an area and provide a reason for why you want to start with that area. There is generally no right or wrong area of your framework to pick first.

If the case interview is interviewer-led, the interviewer will tell you what area of the framework to start in or directly give you a question to answer.

4. Solve quantitative problems

Google case interviews typically have some quantitative aspect to them. For example, you may be asked to calculate a certain profitability or financial metric. You could also be asked to estimate the size of a particular market or to estimate a particular figure.

The key to solving quantitative problems is to lay out a structure or approach upfront with the interviewer before doing any math calculations. If you lay out and present your structure to solve the quantitative problem and the interviewer approves of it, the rest of the problem is just simple execution of math.

5. Answer qualitative questions

Google case interviews will also typically have qualitative aspects to them. You may be asked to brainstorm a list of potential ideas. You could also be asked to provide your opinion on a business issue or situation.

The key to answering qualitative questions is to structure your answer. When brainstorming a list of ideas, develop a structure to help you neatly categorize all of your ideas. When giving your opinion on a business issue or situation, provide a summary of your stance or position and then enumerate the reasons that support it.

6. Deliver a recommendation

In the last step of the Google case interview, you’ll present your recommendation and provide the major reasons that support it. You do not need to recap everything that you have done in the case, so focus on only summarizing the facts that are most important.

It is also good practice to include potential next steps that you would take if you had more time or data. These can be areas of your framework that you did not have time to explore or lingering questions that you do not have great answers for.

Google Case Interview Examples and Answers

Example #1:  What differences would you take into account when selling a product to a client in India versus a client in Argentina?

Sample solution: To answer this, create a framework that shows the most important characteristics or qualities of each country that you would want to look into. For example, one potential framework may look into the customer needs and preferences, the competitive landscape, market trends, and Google’s capabilities across the two countries.

Example #2:  If you were a Google Search competitor entering a new market and had a small market share, how would you convince advertisers to advertise with you?

Sample solution: To answer this question, you should be familiar with Google Search. You can create a framework that outlines the product’s strengths and weaknesses so that you can identify gaps in customer needs. 

At a high level, the strengths of Google Search is that it has the widest reach since it is the most used search engine. It also has high targeting specificity since it has lots of data on long-tail keywords. However, the main drawback is how competitive and expensive it can be for advertisers to use. Customer service can also be slow for smaller customers given the number of customers Google services. Finally, the product can be complicated for advertisers to set up initially.  Therefore, when entering a new market as a Google Search competitor, it may make sense to target customers with smaller budgets and sell them on low-prices, fast customer service, and ease of set up.

Example #3:  What are three areas that Google should invest in?

Sample solution: To answer this question, it may be helpful to clarify what Google’s primary objective is. Are they looking to increase profits, revenues, or number of users? The ideas that you brainstorm may vary depending on their actual goals.  Next, develop a framework to organize your ideas. You may want to think about areas of investments as short-term investments, medium-term investments, and long-term investments.

Example #4:  If you were the CEO of AdSense, what would be your strategy to improve the product?

Sample solution: As always, create a framework to help you organize your ideas in a clear and easy to follow way. To improve AdSense, you can think about improving the product for advertisers, improving the product for search users, and improving the product for Google’s profitability. Using a framework like this one will help you consider all of the different ways that AdSense can be improved.

Example #5:  How much money do you think YouTube makes daily from ads?

Sample solution: This is an estimation question. Before doing any math calculations, make sure to lay out a structure or approach for how you would estimate this figure. 

You may want to start by estimating the number of people in the world, the percentage that use YouTube, the percentage that use YouTube on any given day, the average amount of time spent on YouTube in a day, the number of ads seen for that period of time, and then estimating the amount YouTube earns per ad that is shown. Multiplying all of these figures will give you your answer.

Example #6:  How would you set the price for the YouTube masthead? The YouTube masthead is a digital billboard placed on YouTube’s homepage for 24 hours, reaching about 60 million people.

Sample solution: In general, there are three ways to price a product: pricing by the cost to produce the product, pricing by the economic value the product provides customers, and pricing by the price of competitors’ similar products.

Since the cost of putting up a digital billboard is minimal, the first pricing strategy is not helpful. Looking at the second pricing strategy, you can price the digital billboard based on how much it would have cost the potential customer to get 60 million ad impressions. Looking at the third pricing strategy, you can look into how much other types of advertising that reach a similar number of people costs. For example, you could look into how much Super Bowl ads cost.

Example #7:  How would you market the Google Ads product to a potential client?

Sample solution: To develop an effective marketing strategy, you may want to look into the client’s needs, competitor offerings, and Google Ads’ features or benefits. Exploring these three areas will help you identify the features or benefits of Google Ads that are superior to competitor products that the client values.

Example #8:  How would you estimate the market size of Google display ads on websites?

Sample solution: This is another estimation question. As always, outline a structure before you begin doing any math calculations. 

You may want to start by estimating the global population, estimating the percentage that have internet, estimate the average number of sites visited per day, estimate the percentage of websites that have ads, estimate the percentage of these websites that use Google display ads, estimate the revenue Google generates per ad. If you multiply the product of these figures by 365 days in a year, you’ll get an estimate of the market size of Google display ads.

Example #9:  How would you determine the number of staff members needed in the customer support team next year?

Sample solution: One potential approach for solving this question could look like the following. 

Start with Google’s annual revenues and estimate the average revenue generated per customer to determine the number of customers Google services. For each customer, estimate the frequency in which they call customer support and the average length of a support call. Assuming that a staff member works eight hours per day, you can estimate the number of staff members you’d need to meet the volume of support calls.

You may need to grow this number by Google’s historical growth rate to account for expected revenue growth next year.

Example #10:  If you were setting up a new ecommerce business, what are the things you would look at?

Sample solution: This is a market entry case. Potential areas you should consider looking into in your framework include: the attractiveness of the market, the competitive landscape, the company’s capabilities, and the expected profitability.

Example #11 : How should YouTube deal with spam?

Sample solution: There are many different ways to deal with spam. To ensure that you brainstorm ideas in a clear and comprehensive way, develop a framework to categorize all of the different ways of dealing with spam. You may want to think about this as: preventing spam from being posted, detecting spam, and removing spam.

Example #12 : Let’s say that Google is considering acquiring iRobot, a company that builds consumer robots, such as the Roomba. What would you consider when deciding whether to make this acquisition?

Sample solution: This is an acquisition case. To determine whether or not this is an attractive acquisition, you may want to look into: the attractiveness of the consumer robots market, the attractiveness of iRobot as a company, the potential synergies from the acquisition, and the financial implications of the acquisition.

Example #13 : Estimate the time it takes a Google Street View car to collect footage in a city.

Sample solution: To answer this question, first clarify which city the interviewer is talking about. Then, outline your approach for how you would do this calculation. 

You might want to start by estimating the length and width of the city area. Then, estimate how wide a street is and the average distance between streets. If you think of a city as a grid that consists of vertical and horizontal lines, you can use these estimates to calculate the total street length in the city.

Afterwards, estimate the average speed of a Google Street View car, taking into traffic and stoplights. Dividing the total street length by the average speed of a Google Street View car will get you an estimate of how long it would take to collect footage.

Example #14 : How would you define the strategy for YouTube over the next 5 years?

Sample solution: This question is very similar to Example #3. Before answering, it may be helpful to clarify what YouTube’s primary objective is. Are they looking to increase profits, increase number of users, or increase user engagement? You may want to think about strategy as short-term strategy and long-term strategy.

Example #15 : Let’s say that Google is considering getting into the ride share business. What should they consider when making the decision on whether or not to enter?

Sample solution: This is a market entry case and the approach is similar to Example #10. Potential areas you should consider looking into in your framework include: the attractiveness of the ride share market, the competitive landscape, the company’s capabilities, and the expected profitability.

Google Case Interview Tips

Below are eight of our best tips to help you perform your best during your Google case interviews.

1. Familiarize yourself with Google’s business model

If you don’t understand Google’s business model, it will be challenging for you to do well in their case interviews. Therefore, you should know that Google makes the majority of its revenue by selling advertising and you should be familiar with the products and services that Google offers for the specific team you are interviewing for.

2. Read recent news articles on Google

Often, the cases you’ll see in a Google case interview are real business issues that the company faces. Reading up on the latest news on Google will give you a sense of what Google’s biggest challenges are and what major business decisions they face today. There may be a good chance that you’ll be given a case that is similar to something that you have read in the news.

3. Verify the objective of the case 

Answering the wrong business problem will waste a lot of time during your Google case interview. Therefore, the most critical step of the case interview is to verify the objective of the case with the interviewer. Make sure that you understand what the primary business issue is and what overall question you are expected to answer at the end of the case.

4. Ask clarifying questions

Do not be afraid to ask questions. You will not be penalized for asking questions that are important and relevant to the case. 

Great questions to ask include asking for the definition of an unfamiliar term, asking questions that clarify the objective of the issue, and asking questions to strengthen your understanding of the business situation.

5. Do not use memorized frameworks

Interviewers can tell when you are using memorized frameworks from popular case interview prep books. Google values creativity and intellect. Therefore, make every effort to create a custom, tailored framework for each case that you get.

6. Always connect your answers to the case objective

Throughout the case, make sure you are connecting each of your answers back to the overall business problem or question. What implications does your answer have on the overall business problem?

Many candidates make the mistake of answering case questions correctly, but they don’t take the initiative to tie their answer back to the case objective.

7. Communicate clearly and concisely

In a Google case interview, it can be tempting to answer the interviewer’s question and then continue talking about related topics or ideas. However, you have a limited amount of time to solve a Google case, so it is best to keep your answers concise and to the point.

Answer the interviewer’s question, summarize how it impacts the case objective, and then move onto the next important issue or question.

8. Be enthusiastic

Google wants to hire candidates that love their job and will work hard. Displaying enthusiasm shows that you are passionate about working at Google. Having a high level of enthusiasm and energy also makes the interview more enjoyable for the interviewer. They’ll be more likely to have a positive impression of you.

Recommended Google Interview Resources

Here are the resources we recommend to land a Google job offer:

For help landing interviews

• Resume Review & Editing : Transform your resume into one that will get you multiple interviews

For help passing case interviews

• Comprehensive Case Interview Course (our #1 recommendation): The only resource you need. Whether you have no business background, rusty math skills, or are short on time, this step-by-step course will transform you into a top 1% caser that lands multiple consulting offers.
• Case Interview Coaching : Personalized, one-on-one coaching with a former Bain interviewer.
• Hacking the Case Interview Book   (available on Amazon): Perfect for beginners that are short on time. Transform yourself from a stressed-out case interview newbie to a confident intermediate in under a week. Some readers finish this book in a day and can already tackle tough cases.
• The Ultimate Case Interview Workbook (available on Amazon): Perfect for intermediates struggling with frameworks, case math, or generating business insights. No need to find a case partner – these drills, practice problems, and full-length cases can all be done by yourself.

For help passing behavioral & fit interviews

• Behavioral & Fit Interview Course : Be prepared for 98% of behavioral and fit questions in just a few hours. We'll teach you exactly how to draft answers that will impress your interviewer.

Land Multiple Tech and Consulting Offers

Complete, step-by-step case interview course. 30,000+ happy customers.

Case Study: How Google Boosts its Employees’ Engagement

You might have heard about this mantra: ‘happy employees produce better results.’ this is the mindset of google to keep its employees productive and satisfied. this article explains more..

Let’s say you’re a company providing software development services . If your developer’s team isn’t enthusiastic about their projects every day, you’re not going to achieve excellence. This is productivity’s power. But remember productivity is dependent on the company’s culture.

Why is everyone talking about Google’s culture or work environment? We know that Google is one of the most influential and powerful companies around the globe. The company follows a pretty well unique culture instead of corporate culture.

It has something that every big organisation needs to follow to level up their employees’ engagement or morale. The culture of any company is vital to its success and Google is perfectly right on the track.

It has one sole purpose:  Keep the employees happy and keep up the productivity.

Google has been at number ONE place from the past six years and featured on  Fortune’s  annual list of  ‘Best Companies to Work For.’  And this is not it. Google has also been named as the tech company with the best culture. (Reported by Forbes) Furthermore, Google has a 4.4 rating on  Glassdoor  based on 6000+ employees reviews.   

Google’s morale

This is what the employees of Google answered the questions asked about their work culture.

• Acknowledged for the efforts?

Yes: 61 % Employees

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No: 39% Employees

• Job Security?

Very Secure: 34 % Employees

Neutral: 19% Employees

Insecure: 8% Employees

Very insecure: 5% Employees

• Work Environment?

Positive: 85% Employees

Negative: 15% Employees

• Excited about going to work daily?

Yes: 80% Employees

No: 20% Employees

So, without further ado, let’s move towards the ways Google uses to boost its employees’ engagement .

“There are way easier places to work, but nobody ever changed the world on 40 hours a week. But if you love what you do, it (mostly) doesn’t feel like work.”- Elon Musk.

How Google Keeps Its Employees Productive And Engaged?

Exclusive perks.

Today, employees want a job in a company that makes them love what they do. Never for financial benefit or intellectual recognition. Yet instead of chance to add to the common good.

The major differentiator is to make a real difference.

Google offers different perks to its employees to show them that they are not only investing in their overall health but their future as well.

• Chef-prepared free organic food (breakfast, lunch, and dinner);
• Free dental and health checkup;
• Free and unlimited dry cleaning;
• Subsidised massages;
• Several foosball, ping pong, video games stations;
• On-site physicians;
• Gyms/swimming pools memberships;
• Free haircuts from professional hairdressers;
• In-house nap pods;
• Death benefits to deceased employees’ families, and;
• Hybrid car subsidies.

Flexibility

Google has been one of the very first companies that had a vision of understanding the employees’ needs. It lets its workers have a flexible schedule so that they can work on their terms and enhance creativity and productivity. They have given their employees complete freedom to work in a way that is most suitable to them.

Knowing the employees well

Google had gone through a series of laboratory tests to figure out the productivity of their employees. They had four different experiments that included 700 participants. All the employees were treated to free drinks, fruits, and chocolates or shown a comedy movie clip.

They also enquired some of the participants about the family tragedies as a part of their assessment. After this, they found that happiness is the reason for 12% more productivity.

Google promotes an innovative and diverse organisational culture that has been a part of its employee’s life. A positive creative atmosphere and a safe working space offered by Google to its workers keep them comfortable and happy at work. The concept that being a part of Google is about being smart and wise encourages the employees to think openly and keeps them productive.

Nowadays, there are different creative coworking spaces which are known to be a perfect alternate to a workplace. These spaces are believed to deliver various advantages such as strong networking and increased engagement.

Google’s founders were researchers who had a belief in innovation and freedom of thinking. This is one of the main factors that influenced the style of Google’s leadership.

According to Brassfield, 2013, a positive leadership style stimulates inspiring and motivating employees to develop innovative ideas and inventions.

Keeping people inspired

Future Workplace, in 2017, demonstrated in a study that one of the biggest threats to employees’ engagement is employee burnout. It has also been found out that many proficient workers are often overburdened with the tasks that lead to halted innovation, incomplete work, etc.

What does Google do about keeping its employees productive, inspired, or motivated? Google’s strategy for this is  20% time . Every employee devours up to 20% of his time at work each week on ventures that inspire him.

This concept inspires employees as it allows them to concentrate on things they love or are passionate about. It can prevent burnout, decrease turnover, increase engagement.

Image: Pexels

Career development

Google provides an extensive professional growth program that is successful and creative and guarantees long-term performance for all the employees. The career development program of Google is one that ensures incentives are provided to employees to meet their professional and personal progression.

Google has adopted a unique way to promote the professional development of all its employees. CareerGuru  is a career coaching that provides all the details to the employees by Google’s leaders about working at a specific role in the company.

Creativity Encouragement

The companies that believe in fostering a culture of creativity have happy, satisfied, and motivated employees. Google leads the way in promoting creativity in their employees.

They are free to express their ideas as a solution to any problem. Moreover, employees are encouraged to work wherever they are comfortable in the workplace. Google has a set up where rather than just considering an applicant’s professional background, they look to recruit people who are normally inquisitive and fond of learning.

Trusting Employees

Google believes in trusting their workers because trusted employees feel more valuable. It can also boost the sense of job satisfaction and can also decrease the rate of staff turnover.

In a survey by PwC, reliable employees are 76% more engaged in their work than those in a low trusting environment. Trusted employees are happier and they have the urge to go the extra miles.

Culture based on qualitative data

Google has always been searching out different ways to optimise the performance of its employees while ensuring their happiness and satisfaction. Everything done at Google is based on real data. They use the qualitative and quantitative facts to set up processes and every single rule that is streamlined.

Google has additionally performed researches to discover how much paid time off new mothers would need and ways of building an improvised and better culture.

Fun workplace

Have you ever been allowed to design your own workstation at your company?

Probably not. But Google does it. It lets the employees design their desks or workstations.

When you see the pictures of the workplace, it seems an interesting adult play and work area and not a dull and lifeless space.

Google has always tried to push the boundaries of its workspace.

Collaboration of coworkers

At Google, the employees are urged to collaborate. They have a program called ‘Googler to Googler’ to keep them productive and promote skills such as management, public speaking, orientation, or extracurricular activities.

It is crucial to build a sense of community to create a positive culture. The company has arranged several micro kitchens around the whole workspace where coworkers can have a little chit-chat session. No one has to spend time on deciding where to eat because Google has various break-out spaces for lunch.

Google’s way of listening

Google employees have developed great software and projects that include Gmail, AdSense, Google News, etc. and all these big projects were originated because of its staff productivity approach. Google has a way of collecting employees’ feedback and listening to their suggestions that is  gDNA.

• The employees utilise a device ‘Google Moderator’ , the result of 20% time strategy, to inquire about something and vote on inquiries of others;
• The company holds a meeting, every Friday, where the managers react to the most famous inquiries of the week;
• Leaders or managers utilise a charting instrument called Google-O-Meter to measure the prominence of various worker bits of advice;
• Leaders likewise plan “Fixits” to comprehend huge, critical issues; and,
• Fixits are 24-hour runs where team members give their full focus around discovering solutions for explicit issues.

So, can Google teach us anything?

If you are planning to adopt these learnings at your organisation just like Google keeps its employees productive, it’s essential to test the progressions first and measure the results.

It’s a great deal of work, however, the engagement advantages will make the difficult function admirably justified.

About the Author

Usman Akram is a digital marketer and SEO specialist who’s passionate about experimenting and discovering new SEO tactics and strategies to dominate search rankings while bringing an unmatched user-experience. As of now Usman is serving Buzz Interactive , a leading digital marketing agency as the head of SEO.

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The Case of Strategic Analysis of Google Inc. Case Study

• To find inspiration for your paper and overcome writer’s block
• As a source of information (ensure proper referencing)
• As a template for you assignment

Introduction

Company overview, the google inc. strategic issue, external environment, porter’s five forces analysis, company situation, recommendations.

The Google Inc. is a giant Internet search engine technology provider incorporated in Delaware. It was founded in 1996 by Larry page and Sergey Brin. The company has grown over time to become one of the most successful and highly admired organizations in the world. Today, the company offers more than just mere search engine technology. Google’s strategy entails becoming the world’s leading Internet search engine by increasing ads to cover markets outside the US including emerging Russia and China.

The company’s strategy has been focusing on the acquisition of companies Motorola Mobility Center and Keyhole that helped in the diversification of its products. The Google Inc. adopts an exceptional business model that continues to influence unmatched growth and profitability. This paper provides a strategic analysis of the Google Inc. case including a SWOT, five forces analysis, strategy road map, and financial analysis with a view of pointing out its key success factors.

The birth of the giant search engine technology is attributed to the Stanford University where its two computer science graduate students, Larry Page and Sergey Brin, worked in partnership in 1996. Initially, the company was named the BackRub. The name changed to the Google Inc. in 1998, imitating the word googol that mathematically means the digit one (1) followed by a hundred (100) zeroes.

The search engine giant’s headquarters are based in Mountain View, CA, with various office locations around the world. Executives and a Board of Directors (BoD) manage the company. Its growth has been catapulted by its rapid innovations including wireless search technologies, search capabilities in more than ten languages, and the Google Toolbar browser plug-in that made it possible for users to enjoy the Internet search service without first visiting a Google-affiliated web portal.

Additional products by the end of 2004 included Google News, Google Product search, Google Local, and the Google Scholar. Additionally, Google’s web pages index increased to eight billion besides its country domains reaching one hundred and fifty by the year ending 2004.

The most historical success story of the Google Inc. was recorded on the first day of public offering. At the end of its first day of trading, the company’s shares appreciated by 18% making the two co-founders over $3.8 billion richer. At this time, its workforce had expanded reaching over 900 employees each approximately worth $1 million.

The Google Inc. has not restricted its services to the Internet search technology only. Since 2005, the company has introduced numerous products through its robust innovations and the vast financial reserves. Through various strategic acquisitions, it developed new Internet applications to provide advertising opportunities that underpin the giant’s enormous success today. Notably, the acquisition of Keyhole, which was a digital mapping company, enabled the launching of the Google earth in 2005.

Additionally, Google acquired the Motorola Mobility for $12.5 billion in 2012. This acquisition placed the company in the hardware market offering competition to the Apple Inc. Having launched the Android operating system in 2008, venturing into the hardware segment will promote the integration of the software as seen in companies such as the Apple Inc. In 2007, Google maps were enhanced when the company added street-view images taken by traveling Google camera cars.

The technological strategy enabled users to link digital images, webcam feds, and videos to locations displayed by the Google maps software. Additionally, the company made it possible to link real estate listings and short personal messages to the Google Maps locations. The Google Maps received a major enhancement in 2010 when the earth-view mode was included allowing users to view 3D images of different locales from the ground level.

Google strategy included dominating the Internet advertising and the becoming the world’s leading search engine. In light of this strategy it enabled online ads with more than 41 languages around the world. As a result, a half of its 2012 revenues came outside the United States. In 2013, the company strategy focused on venturing into emerging markets including Russia and China.

However, entering the largest emerging market, China, faced tough challenges. The greatest threat in China was stiff competition from local search providers such as Baidu. Second, tough government’s requirements that included censoring search results. Disagreements with the government saw Google controlling only 3% of the Chinese market.

Google’s PESTEL Analysis

This PESTEL analysis section seeks to provide an in-depth insight into Google’s success factors from the macro-environment that serve as both opportunities and threats. These factors influence the company’s strategy formulation. Addressing the threats whilst taking up opportunities availed by the remote environment is vital for the growth and performance of the organization. In so doing, the company will sustain its competitive position as the world’s leading online search engine.

Political Factors

The political factors in the macro-environment influence Google’s decisions ad operations. Opportunities offered by the political factors globalization and the stable political climate in a booster markets. The major threat is the state-sponsored online competitors. Globalization has offered a prime opportunity for the Mountain View, CA-based search engine to exploit the vast online market from a more informed global population.

It also helps in the spreading of information, awakening, and changes from traditional practices amongst consumers and organizations. In a knowledge-guided economy, the Google Inc. plays a vital role in changing lives as it rolls over its new products across borders. Moreover, the stable political climate in booster markets creates the favorable environment for Google to maximize profits.

Economic Factors

According to the PESTEL analysis, external economic factors play the role of influencing opportunities available for organizations. The Google Inc. thrives under economic stability of its major markets and the rigorous growth of developing and emerging economies. These factors are viable opportunities for the Google Inc.

They create new momentum for the company to explore and invest. In fact, company can expand globally owing to these economic factors. The increasing gross domestic product for most countries including South Africa, China, India, and the United Kingdom is good news for the Google Inc. The increase in GDP for these countries among others indicates an economic growth.

Changes in interest rates affect investment companies, especially those that target global markets. However, it is worth noting that economic factors have little impact on technology and online investors such as the Google Inc. The company is isolated from economic forces since it relies on virtual investments via the Internet. As such, economic turbulence and financial crises have little impact on the Google’s business model.

Socio-Cultural Factors

Socio-cultural factors refer to the overall customers’ response to Google’s products. These factors can act as either opportunities or barriers to the company’s growth. The rising diversity of internet users represents an opportunity whereas the increasing use of social media is a threat to Google’s business.

As the world becomes increasingly interconnected through the Internet’s communication capabilities, Google’s business stands to thrive even higher than before. The increased connectivity through smartphones and tablets is an opportunity that has changed people’s beliefs and perceptions over time. Today, people utilize the Google Maps feature available in mobile platforms to search for directions, restaurants, and drive-ins among other locations.

Additionally, people can download free MP3s music and videos besides keeping in touch with their favorite sport events, scores, and fixtures. Google is well positioned since it targets the young population user-base with its fascinating products such as the Mobile Google App and the Android OS that are both user-friendly and interactive. Most of the Google’s applications are downloadable across all mobile platforms including the Apple IPhone and BlackBerry among others.

Internet use is gender-neutral. In light of this cultural factor, gender issues less affect the Google Inc.’s business. In addition, changes in gender ratios do not adversely affect its interventions at all. As such, Google’s business model remains strong across the majority of socio-cultural spectrums. Instead, the company benefits when people abandon their traditional ways and start using the Internet.

Technological Factors

Google’s technological capacity improves with every bit of advancement as a strategy to remain relevant. For instance, the company is known for using cheap computer components that can be swapped with upgraded ones. This phenomenon indicates a high level of grand strategy.

Google’s business is shielded from geographic dependence since the applicability of the Internet is universal across most cultures. In this regard, the company has offices in both the United States and many countries around the world. According to the PESTEL analysis, technological factors are deemed as either enhancers or breakers of business.

Two chief external technological factors underpin Google’s growth. These factors include the rapid growth of internet users in developing countries and the increasing evolution of smartphones in the global market. Google taps these opportunities as it designs its products to suit the mobile platform (see Figure 7 in the appendix).

Legal Factors

The legal factors have far-reaching impacts on the limits of what organizations can do. Google’s macro-environment is influenced by the growing concerns and regulations of the Internet on its privacy issues. Second, regulations of intellectual property influence the extent of the company’s operations.

However, it builds on these legal factors by improving the protection of people’s information archived in their online storage avenues. Again, the company can develop robust approaches to deter people’s violation of the intellectual property rights through its innovative capabilities.

The Porter’s Five Forces Model is a tool used by organizations to gain insight into the macro-environment with a view of aligning its strategic objectives. Given the ever-changing business landscape, uncertainty, and the wave of globalization, it is important for organizations to improve their external environments.

The tool enables one to analyze the environment with a view of identifying potential issues that are likely to influence the organization’s strategic growth. As coined by Michael E. Porter in 1979, the tool takes a close account of rival players in the industry in which the given organization falls. Factors such as supplier power, barriers to entry, competitive rivalry, threat of substitutes, and buyers’ power closely influence the Google’s external environment (Gamble, 2013).

The Google Inc. witnesses fierce competition that can limit its growth capabilities. The company ought to take into account various external factors based on the market competition including the number and diversity of firms besides the low switching costs that exert moderate to strong force.

Google’s chief rivals include Yahoo, Bing, Apple, and Comcast among others. The company has diversified into numerous product lines including advertising, the Google Glass, Google Fiber, Mobile Android OS, and Chromecast among others. This product diversification has attracted stiff competition. However, the Google Inc. has managed to achieve an unmatched competitive edge over its rivals through its innovation and product differentiation.

The bargaining power of Google’s customers is weak; hence, it provides the company an opportunity to control both the demand and supply of its products. Several factors underpin the weak bargaining power for Google’s products. At the outset, the small size of individual buyers, which represents a weak force, exerts minimal effects on the giant search engine.

Individual buyers have little contribution to the company’s revenue. Secondly, the high and increasing demand for online products of the Google Inc. and its rivals makes individual customers put little force on the company.

Suppliers’ bargaining is weak since Google has numerous alternatives products. This weak bargaining power of suppliers is attributable to various factors including the high number of suppliers and their high availability in the industry. The two factors lower the bargaining power since Google can select from a large pool at controlled costs. This situation makes it possible for the company to switch from one supplier to another. The suppliers are diverse as they correspond to Google’s array of products.

The Google Inc. experiences a low to moderate threat of product substitution. Some of the substitutes include the traditional advertising channels such as television, radio, and print media. The moderate threat of substitutes stems from low switching costs and the medium to high availability of those alternatives.

The fact that customers can move away from Google’s ads exerts little force on the company. Moreover, there is a moderate threat of new entry that influences Google’s business in a number of ways. First, the moderate cost of doing business for startups and new ventures imply that Google stands the risk of increased competition. However, due to the high cost of brand development, new ventures find it difficult to enter the Internet advertising and other online businesses.

Google’s SWOT Analysis

SWOT analysis stands for strengths, weaknesses, opportunities, and threats. It seeks to provide a company’s microenvironment and macro-environment factors that surround it as a business entity. This section provides a detailed SWOT analysis for the Google Inc. (Gamble, 2013). Figure 3 on the appendices shows the Google’s SWOT analysis chart.

The Google Inc. boasts several strengths of its internal environment. First, the company incorporates its mission (reorganizing the world’s information making it universally accessible and useful) in each product. Open source products and services for Google including Google Maps, web-based calendars, drive, OS, and the hardware devices are deemed to have exceptional quality.

Its openness gives the company flexibility to innovate in any direction without restricting its expertise to one line of business. Second, the company offers high-quality customer experience. All its products are built to ensure premium experience to its customers. The organization ensures that its products solve practical needs to the customers. For instance, linking Google Maps with digital images to indicate locations and other features helps customers to keep track of photography moments at different events and localities.

The financial position of the Google Inc. is vast enough to support all its operations and ambitions. The company’s financial data on profitability and liquidity for the years between 2001 and 2006 (shown in figures 3, 4, and 5 respectively). The company is one of the most profitable businesses in the world with earnings approximated at $ 49.99 billion and more than $10.99 billion profits (21.9%). Its liquidity reaches over $47 billion and a debt of nearly $.6.9 billion only.

This vast financial position provides a major thrust for the company to invest in technology and the best human capital. Its online advertising is very successful as it is the top revenue earner for the giant search engine. The company strikes exciting deals with online sites that allow Google Ads to appear for customer to view.

Viral advertising is a magical phenomenon for Google that has leveraged its high profitability year in year out. Google’s performance has been rapidly growing relative to its rivals as indicated in the appendix (See Figure 5). Figure 6 shows the Financial Ration analysis of the Google Inc.

The Google Inc. also has unbeatable strong patents portfolio. In fact, the addition of more than 1150 patents back in 2012 placed the company at position 21 on the world’s patents ranking (Gamble, 2013). Intellectual property for the Google Inc. is the most vital component that leverages the attainment of a competitive edge over its rivals.

The Motorola’s acquisition gave Google a strong advantage relative to its rivals. Further, product integration is one of the most significant Google’s internal strengths. The integration of all its products with each other forms a viable ecosystem for excellent customer experience. The purchasing of one product creates the need for another. This integration is rare with most of the major tech-organizations in the entire world.

Google faces several internal limitations. First, it relies on a single source of income, advertising. As at 2013, online advertising had grown with double digits that grew the company’s income. Second, Google has only a single search box. This phenomenon makes it hard for the company to change context from a finder to a producer.

The company has been criticized based on online privacy. Critics say that users can view other users’ profile information in accounts including YouTube, Picasa, and Orkut. Besides, the litigations facing the company are costly and resource consuming. It is a source of distraction from its business errands.

Opportunities

The Internet industry is ever growing. The bust of smartphones has presented the Google Inc. with prime opportunities for growth and success. Today, the number of internet users is enormous, especially with the evolution of smartphones. The company has seized the growing smartphone industry to increase its online services.

In addition, the Google Inc. has numerous unexploited opportunities including the creation of an independent browser that can speed up Internet downloads and upgrading of its systems to enhance real-time feedback to its infinite customer base. With the growing number of smartphone manufacturers around the world, Google stands to gain through extended deals.

Its independent database software can organize databases for improved refined search for customers. In addition, the company continues to tap into continued network expansions. Besides, Google News functionality stands to grow as local news become more important to communities. The emerging markets such as China present prime opportunities for the company to extend its services for additional growth.

The Google Inc. faces a variety of threats such as copyright lawsuits and issues on music, books, and movies, and legal issues affecting YouTube. In addition, the public’s perception of the storage of their private data by Google is a serious threat to the growth of its customers’ base. The presence of the anti-spyware software and programs threaten to block Google cookies. This situation can influence the growth of AdWords and AdSense capabilities.

Moreover, the security of the Google’s servers is not guaranteed as the access by hackers can result in massive devastation. The rumored partnership of Microsoft and Yahoo! is a serious peril to the Google Inc. Its free services continue to burden the company since they trigger losses. The introduction of unprofitable or low value products can cause its profits to plummet in the near future.

Google’s Generic Strategy

Google’s strategic choices are directly related with its core business objectives and the overall aspects of the industry. Its generic strategy is an all-encompassing influence on the company’s activities. Google’s generic strategy has greatly affected the highly competitive environment.

It is based on product differentiation, market development, and innovation. Based on the Porter’s model, the company’s generic strategy is mainly differentiation. This peculiar business technique has continually acted as a major impetus for Google’s competitive advantage. The company distinguishes itself from its competitors through product differentiation. Innovation has also been the company’s strength. The Google Inc. has added new products such as the Google Fiber and Google Glass through its proactive innovations.

It is worth noting that the Google’s algorithm evolves over time to spur competitiveness and growth. Researchers argue that the continued evolution of the Google’s algorithm out wins the Yahoo! and Bing search engines, which are the closest rivals. Continued innovation makes the Google Inc. unique and unbeatable.

The generic strategy of differentiation is aligned with the company’s objective of product development. Additionally, the company ensures that its existing products are continually improved to sustain the company’s market share and profitability (Gamble, 2013). Through its generic strategy of differentiation, the company remains highly competitive relative to other players in the industry.

Google’s Grand Strategy

A grand strategy entails the comprehensive frameworks that help in laying out strategic actions of an organization. They focus on the long-term course of a business. Some of the Google’s grand strategies include concentrated growth, market and product development, innovation, concentric and conglomerate diversification, and strategic alliances.

Google’s momentum of growth will continue following its exceptional performance. Its ambitious scanning of global high-tech innovations is a key impetus of this growth. The company is the most admired employer in the world. Market growth is a low-risk strategy since it focuses on developing the market base of the existing product rather than research and product development (Gamble, 2013).

Just like Facebook, Google runs the web like a cartel where it sets both the demand and supply of its products. This way, the company boasts the opportunity to increase demand for its existing products. Google’s swim strategy enhanced fifteen acquisitions, one of which paid approximately $1billion.

The Waze, an Israeli traffic report application paid the amount that demonstrated Google’s strength of its grand strategy. The acquisitions help the company to invest in broadening its expertise in engineering, technology, and product offerings. Additionally, its mission of being everywhere underpins Google’s grand strategy. This way, the swimming strategy enables the company to be successful in each innovation.

Product development is one of the Google Inc.’s grand strategies. Through its unbeatable innovative capabilities, the company’s enthusiasts continue to grin as it launches new products one after another. For instance, the launching of the Android operating system (the leading mobile user interface), the Chromecast device, and the Nexus 7 tablet are significant strategies for the company’s long-term growth and sustainability.

However, the company has grown past ads. Today, it has a myriad of exciting products that customers throughout the world have developed unshakable loyalty (Gamble, 2013). For instance, the Android OS for mobile smartphones and tablets tops the list of the most popular operating systems beating the Apple Inc.’s IOS and BlackBerry that ruled before.

Market Development (Using the 4Ps)

Google’s market penetration is the main strategy for its intensive growth abroad. Outside the United States, Google competes with other giant search engines and online advertising. The company utilizes market penetration to compete with these companies. It continues to strive for a bigger share of the global Internet advertising market.

Market development is a key intensive strategy for Google Inc. In the US, the company adopts the intensive strategy for the Google Fiber product and cable television. This approach has worked for the company in various states including Kansas, Missouri, Texas, and Utah. The market development plan will leverage the launch of fiber product and cable television in additional states and abroad.

The Google Inc.’s robust marketing mix has largely leveraged its success. The giant search engine has developed numerous products including the Google Glass and Google Fiber. The company’s marketing mix embraces varied approaches to suit its diversified products. The Google Inc. expanded from a mere web-based firm to provide mobile smartphone devices such as the Nexus and Chromecast media devices, Android operating systems, desktop applications, and mobile apps among other services.

This product diversification is a clear indication of the company’s growth and market expansion. The generic strategy helps the company to expand its market share for existing products such as the Google AdWords and Nexus among others. The 4Ps stand for place, product, promotion, and placement.

The Google’s place component of its marketing mix is typically online locations. The platform is used for the distribution of products in a way that customers can access them via the Internet. For instance, customers from any physical locations around the word can download the Google Maps app so long as they have internet connectivity.

The utility of the internet across borders helps the company to market its digital products to customers far away without face-to-face interaction. It utilizes retail stores as the main distributors of hardware products such as the Nexus smartphones. For such items, Google chooses largely established retailers to increase the sales volumes and extensive access by large populations of potential buyers.

Google’s promotion component of the marketing mix is not very proactive since its reputation and market dominance plays that role. However, minimal product promotions are carried out through online advertisements such as the Gmail for work ads that frequent many sites.

Google’s prices and pricing strategies are diversified in accordance with the different product lines. Examples of such strategies include freemium, marketing-oriented, penetration, and value-based pricing. First, Google uses the freemium pricing strategy to offer free products as it sells their premium or add-on features. The product sold under this strategy is the Gmail. Second, the market-oriented pricing approach determines product prices based on the characteristics of the target market.

The Chromecast is priced using market-oriented approach. Third, the penetration pricing entails providing new products at low prices in a market dominated by strong competitors. This approach helps Google to gain market share through low pricing of its products. This strategy has worked for the Google Fiber Internet and cable television service.

Finally yet importantly, the value-based method determines the product’s prices based on its customers’ perceived value. For instance, the strategy works best for AdWords online adverting service since advertisers bidding is determined by their perceived significance of advertising their products.

Product Development

The product development strategy for Google is implemented through its proactive innovation. The development of new products such as the Google Glass, the driverless car, and Nexus mobile devices puts the company above its rivals in the technology industry. This intensive strategy has helped the Google Inc. to create additional sources of revenue generation. These grand strategies correspond to the company’s strategic objectives.

Google’s Key Success Factors

The company’s key success factors include a coordinated leadership group, commitment to cutting edge, wise expansion, and subtle marketing. Google boasts a strongly coordinated classic leadership molecule of three leaders including the founders Brin and Page, and the Chief Executive Officer, Schmidt. It integrates high-tech into its business that ensures that customers enjoy high quality services including the Universal search, Real-time search, and Google Instant.

These new tech capabilities promote customer convenience and satisfaction. The company has provided a stepping-stone to its diversification outside the search engine business through its acquisition strategies. Moreover, it adopts a proactive marketing strategy for its brand name in distinguished ways. For instance, the Google letters that appear on the home page and the Google doodle, mostly seen during holidays, are under-the-radar marketing techniques.

The Google Inc. is the leading online advertising firm in the world. Founded by two Stanford undergraduate students, the company has revolutionized the advertising business in the world. Through its generic and grand strategies, it has continued to grow and command the largest market share across the global markets. The Google Inc. boasts its control over both the demand and supply of its products.

Recently, the company diversified its products portfolio ranging from virtual desktop and mobile apps to the Nexus mobile, and the world’s most popular Android Operating system. This strategic analysis has adopted various tools including Porter’s Five Model, SWOT analysis, and the PESTEL/PESTLE analysis to address Google’s both micro and macro-environments. With the growing demand for

Internet services, especially in the knowledge-driven world economy, the number of searches is expected to rise markedly. The business model makes the company seldom affected by economic, political, legal, and socio-cultural factors. The Google Inc. can increase its competitiveness through investing in app development. With the increasing demand for mobile apps in other sectors including banking, healthcare, and insurance, Google can utilize its innovative capabilities to fill this market gap.

Figure 1: Porter’s Five Forces Model

Figure 2: Google’s Marketing Mix

Figure 3: Google’s SWOT Analysis

Figure 4: Google’s Profitability analysis

Figure 5: Google’s Liquidity analysis

Google’s annual growth and performance between 2001 and 2006

Figure 6: Google’s Financial ratios for the year 2013

Figure 7: Google’s Strategic Map

Gamble, J. (2013). Google’s Strategy in 2013. Web.

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Home » Management Case Studies » Case Study: Analysis of Organizational Culture at Google

Case Study: Analysis of Organizational Culture at Google

Google Inc came to life with the two brilliant people as the founder of the company. Those two were Larry Page and Sergey Brin . Both of them are a PhDs holder in computer science in Stanford University California. In their research project, they came out with a plan to make a search engine that ranked websites according to the number of other websites that linked to that site. Before Google was established, search engines had ranked site simply by the number of times the search term searched for appeared on the webpage. By the brilliant mind of Larry and Sergey, they develop the technology called PageRank algorithm . PageRank is a link analysis algorithm that assigns a numerical weighting to each element of a hyperlinked set of document, such as the World Wide Web, with the purpose of measuring its relative importance within the set. All this in-depth research leads to a glorious day which is on September 15, 1997 where Google.com domain was registered. Soon after that, on September 4, 1998, they formally incorporated their company, Google Inc, at a friend’s garage in Menlo Park California. The name Google originates from “Googol” which refers to the mathematical equivalent of the number one followed by a hundred zeros. In March 1999, the company moved into offices at 165 University Avenue in Palo Alto. After that, the company leased a complex of buildings in Mountain View. Ever since then, the location of the headquarter remain unchanged.

Google’s core business is to provide a search engine for the cyber user who would like to go to their desire site. The Google search engine attracted a number of internet users by its sleek and simple design but result in amazing search result. After the initial stage of Google establishing itself in the world, it began selling advertisements associated with the search keywords. The advertisements were text-based in order to maximize the page loading speed. Most of the Google Inc revenue relies on the advertisement and they had been successfully with the help of AdWords and AdSense in their system. After having some experience in the industry, Google itself launched its own free web-based email service, known as Gmail in 2004. This service is established to meet the need of the cyber user in order to store and send their document through online. In the same year, one of the most captivating technologies that Google had launched is the Google Earth. Google Earth is an amazing creation that is a map of the earth based on the satellite image. It requires you to type the desire location that you want to view and it will process the image for you. Furthermore, Google Inc made a new partnership with NASA with even enhances the Google technologies. Google also had its own Google Video which allows user to search the internet for videos. One of the most important things in the Google Inc is that they have a strong organizational culture which brings them closer and stronger compare with other firms. The values that they emphasis on are creativity, simplicity and innovation in order to gain competitive advantage against their competitor.

The Google Culture

Google is well known for their organizational cultures distinctiveness and uniqueness compared to their immediate competitors. On the Google corporate website, they have listed down 10 core principles that guide the actions of the entire organization. These are the values and assumptions shared within the organization. These values are also termed as ‘espoused values’, where it is not necessarily what the organization actually values even though the top executives of the company embrace them.

In Google, the daily organizational life is distinctive and is one that thrives on informal culture. The rituals that portray the organization’s culture as unique and possesses a small-company feel are portrayed daily at lunchtime, where almost all employees eat together at the many various office cafes while at the same time having an open, relaxed conversations with fellow Googlers that come from different teams. Also, because one of the Google culture’s main pillars are the pillar of innovation, every Googler are very comfortable at sharing ideas, thoughts, and opinions with one another in a very informal working environment. Every employee is a hands-on contributor and everyone wears several hats. Sergey and Brin also plays a big part of laying the foundation on what the Google culture is and the founders have continued to maintain the Google Way by organizing a weekly all-hands “TGIF” meetings for employees to pose questions directly at them.

Here are some of a few of their core principles which will provide a look into Google’s management philosophy and the type of culture they want to possess:

In Google, the motivated employees who ‘live’ the Google brand and are aligned to the company call themselves ‘Googlers’. Even former employees of Google have a name which they refer to themselves as ‘Xooglers’. This shows that in Google, their employees are so involved in the organization that they have their own symbolic name that mirrors the organization’s name and image, which is a sure sign of existing strong cultural values that are present within the company.

After tremendous growth in Google, the organization moved from a humble office building in Palo Alto, California back in its early days to its current office complex bought over from Silicon Graphics. The complex is popularly known as the Googleplex, which is a blend of the word ‘Google’ and ‘complex’. Googleplex is the result of a careful selection that serves to establish Google’s unique and individualistic culture in the eyes of the employees and the public. The corporate campus is built to provide a very fun, relaxed and colorful environment both inside and outside. Innovative design decisions provides Google employees 2000 car lots underground so that open spaces above and surrounding the building are filled with unique and interesting architectures that includes an on-site organic garden that supplies produces for Google’s various cafes, a bronze casting of a dinosaur fossil, a sand volleyball court, heated “endless pools” and also electric scooters along with hundreds of bikes scattered throughout the complex for Googlers to get to meetings across campuses. Googleplex is a significant departure from typical corporate campuses, challenging conventional thinking about private and public space. This also points out the alignment of values that are present in Google’s culture such as innovation, fun, laid-back, creativity and uniqueness that clearly shows that their organizational culture is truly unique and different from that of their competitors and other organizations.

Within the Googleplex, a truly attractive, fun and extraordinary workplace environment exists for Google employees. The interior of the headquarters is furnished with items like lava lamps and giant rubber balls while sofas, Google color coded chairs, and pool tables can be found at lounges and bar counters to express Google’s laid-back working atmosphere. The lobby contains a grand piano and a projection of current live Google search queries. The employees’ various needs are also taken care of by facilities such as the 19 cafes on campus which serves a variety of food choices for their diverse workforce, a gym, massage parlor, laundromats, and even micro kitchens, which provides snacks for employees who want a quick bite. This ensures that employees can be more productive and happy without ever leaving the workplace. A manifestation of Google’s creative and innovative culture is shown by the unconventional building design with high ceilings to let natural light in, durable floors made of tiny quartz stones, working British phone booths splashed in Google colors, and lounges that also serve as DIY libraries with cleverly placed low-reach book racks adorned with colorful Lego sets and cubes. All these innovative, creative and colorful designs are symbols of Google’s unique organizational culture that emphasizes on continuous innovation.

Google engages their employees by applying adaptive culture in the organization. From their core competency in search engine technology, Google has responded to customers change in needs by expanding onto the mobile market. The employees analyze, anticipate and seek out the opportunities to improve the organization’s performance by being proactive and quick in coming out with new technologies and solutions for mobile services. It aims to help people all over the world to do more tasks on their phone, not to mention the several different ways to access their Google search engine on a mobile phone. In addition, Google recently entered the smartphone market by launching the Google Nexus One smartphone in response to customer’s increasing need for smartphones, which is gaining ground on popularity because everyone is going mobile in the Information Age. This is the result of Google employees’ common mental model that the organization’s success depends on continuous change to support the stakeholders and also that they are solely responsible for the organization’s performance. The employees also believe that by entering into other markets beyond their core competency, the change is necessary and inevitable to keep pace with an ever changing and volatile technological market.

Google’s organizational culture places a huge importance of trust and transparency by having an informal corporate motto namely “Don’t be evil”. This slogan has become a central pillar to their identity and a part of their self-proclaimed core principles. It also forms the ethical codes of the organization where Google establishes a foundation for honest decision-making that disassociates Google from any and all cheating. Its ethical principles means that Google sets guiding principles for their advertising programs and practices, which is where most of their revenues come from. Google doesn’t breach the trust of its users so it doesn’t accept pop-up advertising, which is a disruptive form of advertisement that hinders with the user’s ability to see the content that they searched. And because they don’t manipulate rankings to put any of their partners higher in their search results or allow anyone to buy their way up the PageRank, the integrity of their search results are not compromised. This way, users trust Google’s objectivity and their ethical principles is one of the reasons why Google’s ad business had become so successful. The founders of Google believe strongly that ‘in the long term we will be better served, as shareholders and in all other ways, by a company that does good things for the world even if we forgo some short term gains.’

Analysis of Google Culture

Satisfied employees not only increase productivity and reduce turnover, but also enhance creativity and commitment. Google is already having a playful variation culture in the organization for the employees. This can enable the employees to have an enjoyment environment and this will be able enhance the relationship between the employees and strengthen their bond to work as a team. An enjoyment environment definitely can let the employees to feel satisfied and subsequently will increase productivity. Apart from that, this will shape a convenient work process for the employees that will smoothen the decision making process for the management team. Google already identified the employees are the organization’s internal customers and this is the reason why it has been constantly giving employees a sense of purpose, enhancing their self-esteem and sense of belonging for being a part of the organization. The company was reorganized into small teams that attacked hundreds of projects all at once. The founders give the employees great latitude, and they take the same latitude for themselves. Eric Schmidt says that Google merely appears to be disorganized. “We say we run the company chaotically. We run it at the edge. This can adapt the culture Google and therefore they can individually to generate the ideas on their own.

On the other hand, Google hires employees that have good academic results but without practical experience and this will be a threat to Google in terms of their organization’s operation. Google is a results-driven organization and if employees with only creative ideas but lacking of skills to realize the ideas they have initially planned, this will absolutely reduce the productivity of the organizations. Google had been public listed on year 2004 and therefore Google had to take the shareholders’ views into consideration before making any decision. The shareholders had been strongly emphasizing on reducing the employee benefits due to the high cost invested on it. This leads to the organizational culture would be degraded and the employees would feel less satisfied and affect their produced results. Employees are very important asset the Google while the shareholders also the contributor of funds for Google. The management team has to weight the importance of both of the stakeholders for the Google as this will create a different organizational culture .

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The right to refuse treatment: four case studies of legal mobilization.

Published online by Cambridge University Press:  01 July 2024

This is a comparative study of legal mobilization that shows how various patterns of legal representation and layperson participation affect the scope and pace of mobilization. These patterns do not emerge from whole cloth during a particular legal mobilization but rather develop according to preexisting trends of representation and participation.

The author first discusses this analytic framework and then presents four case studies. Ultimately he presents a comparative analysis of these cases to generalize about the relationship between the patterns and the scope and pace of mobilization. He argues that patterns of legal representation and layperson participation are powerful determinants of the style and outcome of legal mobilization.

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This material is based upon work supported by the National Science Foundation Grant No. SES-8026590. Eloise Buker and James Primm contributed ably to the study as field researchers. An earlier version of this paper was given at the Law and Society Association meeting, Denver, June 2–5, 1983.

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What We Know About the Karen Read Murder Trial

A judge on Monday declared a mistrial in the case of Ms. Read, who was accused of intentionally backing her vehicle into her boyfriend and then leaving him to die.

By Michael Levenson and Jenna Russell

A judge in Massachusetts declared a mistrial on Monday in the murder trial of Karen Read, who was accused of intentionally backing her vehicle into her boyfriend, a Boston police officer, and then leaving him to die in the snow outside a house party. The case had drawn outsize attention, fueled by her lawyers’ accusations of a police cover-up.

It had also transfixed Boston, where a devoted band of supporters who believed Ms. Read was framed had galvanized a “Free Karen Read” movement. Dressed in pink, they had gathered outside Norfolk County Superior Court whenever her trial was in session, picking apart the evidence and the web of relationships involved. A Boston blogger known as Turtleboy, who also supports Ms. Read, was charged with harassing and intimidating witnesses.

What happened?

In January 2022, Ms. Read and her boyfriend, John O’Keefe, a 46-year-old Boston police officer, had been out drinking with friends in Canton, Mass., a town about 20 miles south of Boston. At a bar, they ran into another Boston police officer and were invited to a late-night party at his house.

Shortly after midnight, they drove to the house, where Officer O’Keefe got out of Ms. Read’s black Lexus S.U.V. Prosecutors say that the couple had been fighting and that Ms. Read accelerated in reverse, intentionally striking her boyfriend before leaving him in the snow.

He was found unresponsive later that morning by Ms. Read, who said she had frantically searched for him after waking up on his couch around 4 a.m. and realizing he had not come home. Officer O’Keefe, who had severe head injuries and hypothermia, was pronounced dead on Jan. 29, 2022.

Ms. Read was arrested three days later. She had pleaded not guilty to charges of second-degree murder and manslaughter.

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Digital transformation for cooperative journalism

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The News Minute turns fans into members

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The media platform helping Indonesians donate for good

As an avid news reader, Andrias Ekoyuono, Chief of Corporate Strategy at kumparan, would read stories in the media every day about social problems and natural disasters. This made him want to help by donating to those in need but was difficult because he had to search for other websites that could channel the funds. He decided that the experience of giving donations after reading the news should be easier.

Crime reporting gets a boost in readers: A GNI Journey

D.C. Witness developed a new approach to criminal justice journalism to try to address issues of accountability. Traditional crime reporting can give an incomplete and warped view of what’s really going on, often based on only the most salacious cases. Instead, D.C. Witness reports on every step of every homicide from act to judicial resolution. This offers a distinct perspective across the entire criminal justice landscape.

Designing a new local product for French urban readers

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From rural India to the world: These women make the news

The journalists at Khabar Lahariya have been embedded in rural areas of India for close to 20 years where the team of mostly young women live and breathe their work in the thick of the community. They’ve created ways for international organizations, such as universities and NGOs, to subscribe to their content on a ‘bulk’ basis, where organizations purchase a subscription for their employees, students or partners.

The biggest lesson from a local news startup: listen

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Sirius: A publishing system for Le Monde and beyond

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Daily Maverick turns data into revenue

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Ebra cuts churn and grows subscribers 110%

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Nusadaily improves page views by 160% with Web Stories

The Post and Courier experienced a 268% increase in leads after launching paid sports newsletters

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Akurat boosts user engagement & increases page speed score by 40% with Core Web Vitals

RadarCirebon increases revenue by 99% using Core Web Vitals & Web Stories

Tempo grows reach and revenue using Subscribe with Google

Gruner + Jahr drives sales with digital subbrands

Bonnier uses data to unite a portfolio of brands

La Nacion uses data to optimize content and gain subscribers

Henneo unites publishers on a first-party data platform

Henneo brings together publishers to build a first-party data platform

Food for Mzansi trains 62 citizen journalists in South Africa

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Building deeper audience relationships

Energetic City used News Consumer Insights to help create personalised strategies

Taiwanese publisher uses bespoke model to boost reader engagement.

Crowd-sourced storytelling on READr drives engagement and provides access to reliable information in an aim to build a better Taiwan.

Success Story Page 2

The Young Turks

The Young Turks creates an online training program to empower aspiring local digital video journalists

The Washington Post

The Washington Post develops a new industry-standard taxonomy for video fact checking

VTC Digital Content Center

VTC establishes a dedicated digital video newsroom and drives channel growth

Vox experiments with YouTube memberships to deepen relationships with loyal fans

Video Volunteers

Video Volunteers upskills community journalists to help them tell local stories that appeal to wide audiences

El Universal

To accelerate digital video growth, the Mexican publisher integrated YouTube’s customizable video player into its O&O sites

tvOne invests in digital video capabilities and partners with new creatives to reach younger audiences

TVO invests in digital video capabilities to give underrepresented Indigenous groups and communities an online voice

Tribune leans into digital video and gives underrepresented people and issues a voice

TV Asahi integrates YouTube and Google maps in a new website to commemorate the March 2011 earthquake

TKM finds innovative ways of video news storytelling to engage young audiences

Telemundo formulates plan to test Youtube-first series to engage a new audience

De Telegraaf

Telegraaf Media Groep built a YouTube strategy around content and Partner Sales to increase their revenue

TBS develops a virtual newscaster to more efficiently create digital video content and reach younger audiences

Telefe Noticias

Telefe Noticias centralizes digital video workflows to help newsrooms efficiently and effectively tell local stories

Sure and Share Center (MCOT)

Sure and Share Center launches a new YouTube channel to publish fact checking videos

Stern experiments with content formats to drive engagement with younger viewers

SPIEGEL TV combines archival footage with bespoke digital video content to test new formats and engage younger audiences

ShepHertz helps regional publishers across India with digital video transformations

ProPublica unleashes the power of digital video for investigative journalism

Rogue Rocket

YouTube creator Phil DeFranco launches a new brand and channel to expand news network

Grupo Reforma transition to a multimedia newsroom and grows its audience

Refinery29 empowers digital video journalists and experiments with new formats

Postmedia creates a new video-first brand to connect with younger audiences

PBS NewsHour evolves digital video to meet the demands of today's audiences

Nyoooz develops an app to help local Hindi-speaking field reporters more easily create video content

NOS experiments with digital-first formats and forges strong connections with viewers

Nexo Jornal

Nexo invests in digital video capabilities to increase YouTube presence and grow audience

The New York Times

The New York Times leans into YouTube's audience engagement features to drive growth

NDTV aligns TV and digital video to drive platform interactivity and audience engagement

kumparan empowers regional journalists and increases the quality of video content published on its platform

NBC News introduces new AR capabilities to enhance news content

Narasi empowers investigative reporters and community correspondents, and drives channel growth

Jovem Pan undergoes a digital video transformation to grow its multi-platform news content

MyNews experiments with formats, channel memberships, and new partnerships to drive sustainable growth

iNews trains hundreds of young reporters to publish news videos shot on smartphone

Grupo Milenio experiments with an evergreen 'soft' news format to engage new audiences

Legit.ng invests in digital video capabilities and engages the Hausa-language community

JTBC integrates digital video into its newsroom and tests new formats to engage younger readers

Imagen Digital experiments with digital-first video formats to better engage YouTube audiences

HugoDécrypte

HugoDécrypte experiments with new formats to make news and current affairs more accessible to younger audiences

HTV integrates digital video into its TV newsroom and launches a YouTube news channel

The Hill invests in building its YouTube channel to better engage audiences and drives impressive growth

India Today

India Today expands eight local channels under the "Tak" brand and grows its digital audience

The Guardian

The Guardian invests in digital video to drive audience growth

Grupo América

Grupo América transitions from a traditional media publisher to a digital-first organization

Graham Media Group overhauled technology infrastructure to empower local newsrooms

The Guardian Nigeria

The Guardian Nigeria builds a digital newsroom and establishes their voice in the digital video news space

GMA Network

By leaning into digital-first video, GMA reinvigorates their traditional media brand, engages a new audience, and reduces production costs

Global News

Global News restructures their digital video team and experiments with new formats to grow channel

Gedi makes live video the cornerstone of its digital offering and drives growth across brands

Gaon Connection

Gaon Connection expands its rural journalism initiative and gives a voice to community journalists throughout India

Fox leans into latest YouTube tools and features to grow subscribers and revenue

FiveThirtyEight

FiveThirtyEight doubles down on its YouTube presence to drive channel growth

The Financial Times

The Financial Times hones its digital video strategy and explores new formats to grow audience loyalty

Filo.News expands digital video capabilities, experiments with new formats, and sees huge audience growth

Factly uses digital video to make complex government policies and processes accessible to a broad audience

Eyewitness News

EWN invests in digital video capabilities to increase the quality and quantity of video production

Europa Press

News agency Europa Press empowers reporters to transition from text to multimedia reporting

The Economist

The Economist tests a multi-format content strategy and drives huge channel growth

Eastern Broadcasting Company

EBC leans into livestreaming and increases audience engagement and revenue

DataBaaz uses data-driven digital video storytelling to highlight important issues to Indian youth

Dagbladet uncovers the formula for live breaking news and significantly grows audience

Complex Networks experiments with new formats to bring hard news topics to life

Ciaopeople invests in digital video capabilities to go live 24/7

Channels TV

Channels TV lays the foundation for sustainable digital video operations

CBS News develops an app feature to alert audiences about live events and breaking news

BuzzFeed News

BuzzFeed News builds a video newsroom and experiments with formats to improve YouTube performance and grow subscriber base

Brut adapts its content formats to deepen engagement with the YouTube audience

Digital native BhaDiPa engages young people in news and current affairs through live stream town halls and infotainment formats

Bloomberg creates high performing video formats for audio podcasts

Band integrates a diverse video team into its newsroom and creates digital-first content to engage young audiences

Atresmedia leans into native digital video and grows online audience

The Atlantic

The Atlantic experiments with content formats to help grow YouTube subscriber base

Asianet News

Asianet News develops an AI translation engine to automatically convert videos into different Indian vernacular languages

Thairath creates an online marketplace for digital news footage to empower freelancers and broadcasters

Arena Holdings

Arena Holdings invests in human resources, technology, and training to elevate the quality of their digital journalism

Advance Local

Advance tests a new digital video format to tell stories that engage local audiences

ABS-CBN embraces digital video and explores new ways of engaging audiences

How personalization helped media publisher Astro double its content engagement in Malaysia

Astro doubles content engagement with a personalized approach to content recommendation.

Sky: Scaling for success with Sky Q diagnostics

Sky News sets Guinness world record for live video streams using Google Cloud Platform.

The Motley Fool increases order page conversion rate by 26% with Optimize 360

The Motley Fool increases order page conversion rate by 26% with Optimize 360.

El Mundo improves user ratings and engagement with Material Design

El Mundo improves user ratings and engagement with Material Design.

The Telegraph: Delivering the future of news today

Telegraph Media Group builds enterprise data warehouse for real-time data analytics using Google Cloud Platform.

Forbes: Transforming digital business publishing

PRISA Group: Breaking news and driving engagement with better analytics

Glamour.de connects offline and online shopping experiences with Google Play Billing

Glamour.de connects offline and online shopping experiences with Google Play Billing.

Android Developer Story: Nabd improves reader engagement with Material Design

Nabd improves reader engagement with Material Design.

View and analyze your app's ratings and reviews

The Economist Espresso increases ratings by launcing ratings requests.

AMP helps the Washington Post increase returning users from mobile search by 23%

Washington Post increase returning users from mobile search by 23% with help from AMP.

A FASTER REDDIT WITH ACCELERATED MOBILE PAGES

Reddit is creating web pages that load almost instantly by leveraging AMP.

AMP makes Gizmodo 3x faster on mobile

Gizmodo gets 3x faster on mobile with AMP.

Slate gets efficient with AMP

Slate gets efficient with AMP.

Hearst integrates key partner and product solutions on AMP

Hearst integrates key partner and product solutions on AMP.

Forbes - Redefining Modern Web Development

Redefining Modern Web Development.

Noteworthy AMP pages on the web, using key AMP features.

Wired AMP’s its 20+ year archive to meet audiences online

Wired AMPs its 20+ year archive to meet audiences online.

Jagran New Media boosts traffic by 115% and revenue by 4.5X by expanding AMP strategy

Jagran New Media boosts traffic by 115 percent and revenue by 4.5X by expanding AMP strategy.

Our holistic approach to partnering with Hearst Newspapers to meet its business needs

A holistic approach to our partnership with Hearst Newspapers

Built by you. Powered by us. Experienced by billions.

Aftenposten improves retention by allowing readers to customize notifications.

Product Innovation with the New York Times

How the New York Times and Google collaborate to drive technological innovation

Asahi.com uses a paired AMP approach for their free articles

Asahi Shimbun Digital: Improving monetization of digital newspaper while designing for speed and UX

KG Media’s AMP optimizations resulted in a 34% uplift in overall mobile web revenue and a 6.3x increase in monthly AMP revenue

KG Media: The path to building great experiences for Indonesian users with AMP

Volkswagen and EL PAÍS increase conversions by 76% with the first end-to-end AMP campaign

Volkswagen and EL PAÍS increase conversions by 76% with the first end-to-end AMP campaign.

RCS MediaGroup reports good news with AMP and PWA

RCS MediaGroup reports good news with AMP and PWA.

Promoting Digital Sustainability by Driving User Loyalty and Engagement

Portale Bambini promotes digital sustainability by driving user loyalty and engagement.

Lesson from GNI Audience Lab Member Bridge MI on growing loyal readers

Bridge Michigan grows loyal readers through GNI Audience Lab

Amplify Social Traffic with Sharing Icons

Driving Returning and Engaged Users with Web Push Notifications

Sankei Digital enabled data-driven decision making to assess website engagement, user consumption, and pave the path to subscriptions

How local news publishers engage with digital transformation and build sustainable business models in Japan

NZME boosts engagement with a bespoke content recommendation engine

Complex Networks increased the number of shoppers purchasing by 300% on the Complex SHOP using NCI

Complex networks increases purchases by 300% using news consumer insights, jagran new media increases user engagement with a content planning big data solution.

Jagran used a content planning solution to improve user engagement across valuable user segments

Buzzing towards victory with native: BuzzFeed on DFP

BuzzFeed uses DoubleClick to support its international mobile growth.

Turkish News Brand Milliyet Creates New Revenue Stream with DoubleClick

Milliyet creates a new revenue stream for their business using DoubleClick products.

Android Developer Story: The New York Times

The NY Times uses Google Play Billing to maximize subscriber growth.

iLMeteo forecasts Mobile growth, uses DoubleClick to monetise accordingly

Il Meteo uses DoubleClick to successfully monetise their website and apps.

The Telegraph Embraces DoubleClick's Programmatic Solutions to Increase Revenue by 126%

The Telegraph increases revenue by 126% with Ad Exchange.

Using private marketplaces in Ad Exchange, Condé Nast revenue leaps 800%

Condé Nast revenue leaps 800% using private marketplaces in Ad Exchange.

G+J doubles programmatic and mobile revenue

G+J doubles programmatic revenue and 10X mobile revenue growth.

Postmedia increases direct sales efficiency with Programmatic Guaranteed

Postmedia increases direct sales efficiency with Programmatic Guaranteed.

Improving yield, speed and control with DoubleClick for Publishers First Look and exchange bidding

Gannett maximizes demand for all their inventory with First Look.

Growing engagement with native ads: The New York Times’ approach

The New York Times grows engagement with Native Ads.

Aller Media increases viewability with Native Ads on Google Ad Manager

Aller Media increases viewability with Native Ads on DoubleClick.

The Economist Boosts its Digital Business with DoubleClick

The Economist boosts its digital business management with DoubleClick.

Google Surveys 360: BuzzFeed Case Study

BuzzFeed uses Google Surveys 360 to test ad effectiveness.

Programmatic Guaranteed with custom creatives delivers scale for Vox Media

Programmatic Guaranteed with custom creatives delivers scale for Vox Media.

Android Developer Story: Le Monde increases subscriptions with Google Play Billing

Le Monde increases subscriptions with Google Play Billing.

Android Developer Story: Domain increases installs by 44% with Material Design and Google Play services

Australia's leading real estate organization is using native ads to grow revenue, increase operational efficencies and provide adverstisers with more engaging formats.

Google Surveys: Empowering digital journalism with the Trinity Mirror

The Trinity Mirror uses Google Surveys to support their editorial and monetization strategy.

Clarin, Havas, and Clorox team up to deliver high-impact ads with Programmatic Guaranteed

Grupo Reforma boosts conversion rates by 43% using Subscribe with Google

Grupo Reforma boosts conversion rates by 43% using Subscribe with Google.

Unidad Editorial grows mobile CTRs 4x with cross-screen Native Ads on DoubleClick

Unidad Editorial grows mobile CTRs 4x with cross-screen Native Ads on DoubleClick.

Winning The Breaking News Battle With AMP and Google News

10up uses AMP and Google News Sitemap to increase performance for breaking news stories

Indonesian Publishers Optimize and Monetize Their Websites, Resulting in a 95% Uplift in Digital Revenue

Indonesian publishers optimize and monetize their websites, resulting in a 95% uplift in digital revenue

Making a Case for Programmatic

Sanoma: Serving Subscriptions With the Help of Technology

Voice of San Diego pivots its signature live event into a virtual summit, growing attendance and revenue

Voice of San Diego identifies new audience, revenue opportunities with virtual events

essen & trinken gets foodies cooking across surfaces using Subscribe with Google

essen & trinken used Subscribe with Google to find a creative tech solution for a user need.

Define Your Channel's Voice (ft. Vox)

Publishers use YouTube to fuel their storytelling and reach new audiences.

When computers learn to swear: Using machine learning for better online conversations

Using machine learning for better online conversations.

How journalists can tell compelling stories using VR

How journalists can tell compelling stories using VR.

Flourish helps journalists create easy data visualizations

Flourish helps journalists create easy data visualizations.

What the Guardian Learned From Its Groundbreaking VR Piece

What the Guardian Learned From Its Groundbreaking VR Piece.

Fact Checking the French Election with CrossCheck, A Collaborative Reporting Initiative

Fact Checking the French Election with CrossCheck, A Collaborative Reporting Initiative.

Electionland: A deeper look into our first collaborative reporting initiative

A look at Electionland, a collaborative reporting initiative to cover the US election.

A seat at the table: Google News Lab & Euronews talk to French voters in 360

Euronews & VR Stoytelling during the European elections in 2017.

Impacto.jor: uma coalizão para medir o impacto do jornalismo no Brasil

Impacto.jor: A coalition to measure the impact of journalism in Brazil.

A new machine learning app for reporting on hate in America

A new machine learning app for reporting on hate in America.

Building trust online by partnering with the International Fact Checking Network

Building trust online by partnering with the International Fact Checking Network.

The Washington Post: Combining world-class journalism with the latest technology

Experimenting with VR at the South China Morning Post

Google News Lab and the South China Morning Post partnered to create an immersive virtual reality project tracing the history of Hong Kong from British Rule to present day.

Rappler empowered its news organization with better user data to achieve digital sustainability

Rappler leverages GNI Data tools to achieve sustainable digital growth. The team uses News Consumer Insights (NCI) to improve reader loyalty and Realtime Consumer Insights (RCI) to optimize content and distribution strategies.

Reader Engagement leads to 10x Programmatic Revenue

Portale Bambini & ExMarketplace use News Consumer Insights to understand its audience, drive user loyalty and optimize ad revenue.

Dainik Jagran improved engagement during India’s General Election by Taking advantage of a cultural moment

Dainik Jagran uses News Consumer Insights (NCI) and Realtime Consumer Insights (RCI) to boost engagement strategy during India’s 2019 General Election.

Netzwelt boosts engagement with a site redesign informed by News Consumer Insights

To optimize for reader loyalty, Netzwelt used the NCI tool and analytical framework to inform their site redesign.

Project FUSE and Local Media Consortsium: Helping news publishers leverage first party data

Digital Transformation and Local News Media

WRAL boosted newsletter signups

In partnership with News Consumer Insights, WRAL.com drove +15% newsletter subscribers over the past 12 months.

Johnston Press drove engagement through newsletter subscriptions

Johnston Press is one of the biggest publishers in the UK regional press with 300 weekly newspapers, 18 daily titles and 323 local websites. Each month their news brands touch the lives of more than 29m people across our publishing regions, delivering extensive coverage of local news, events and information

News & Media Group reached new users

Lee Enterprises Tripled Digital Subscriptions

Business Insider grew their subscription business

Buzzfeed news launched a contribution model.

The New Yorker improved their subscription performance

Village Media improves their overall reader engagement

Proto Thema expanded audience outreach through new channels

Klix increased engagement through better understanding their readers

TIME improves user engagement by 40% with help from the Google News Initiative

San Francisco Chronicle improves mobile subscriptions rate by 54% with help from News Consumer Insights.

Verification: Google Image Search

Google Historical Imagery: Google Earth Pro, Maps and Timelapse

Google News Archive: Access the past.

Google Translate: Verify content in 100+ languages.

Google Sheets: Scraping data from the internet

Google Translate: Translations on-the-go.

Reverse Image Search: Verifying photos.

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