{"id":5579,"date":"2014-04-17T11:06:58","date_gmt":"2014-04-17T11:06:58","guid":{"rendered":"https:\/\/www.retaildetail.be\/m-tail\/google-volgt-u-tot-de-fysieke-winkel\/"},"modified":"2014-04-17T11:06:58","modified_gmt":"2014-04-17T11:06:58","slug":"google-volgt-u-tot-de-fysieke-winkel","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/m-tail\/google-volgt-u-tot-de-fysieke-winkel\/","title":{"rendered":"Google volgt u tot in de fysieke winkel"},"content":{"rendered":"<h2>In-Store Attribution Transaction Reporting<\/h2>\n<p>Het <a href=\"http:\/\/blogs.wsj.com\/digits\/2014\/04\/14\/how-acxiom-ties-online-ads-to-purchases-in-stores\/?KEYWORDS=Google+In-Store\" target=\"_blank\" rel=\"noopener\">pilootproject draait rond AdWords<\/a>, de advertenties die verschijnen naast de zoekresultaten in de Google-zoekmotor. Wanneer een consument op een dergelijke advertentie klikt, sluist Google de bezoeker door naar de webshop. Google kan momenteel echter enkel volgen of de consument het product online koopt, maar hoopt dat te veranderen met het In-Store Attribution Transaction Reporting-project.<\/p>\n<p>\u00a0<\/p>\n<p>Nu on- en offline almaar meer in elkaar overlopen (multichannel), is er Google veel aan gelegen om ook te weten te komen of de<strong> consument na het zien van een online advertentie het product in een fysieke vestiging koopt<\/strong>. Google werkt hiervoor samen met databedrijven als Acxiom en Epsilon, die eerder al soortgelijke tests deden voor Yahoo, Microsoft, AOL en Facebook, aldus de Wall Street Journal.<\/p>\n<p>\u00a0<\/p>\n<h2>Last van verschuivende advertentiemarkt<\/h2>\n<p>Dat Google zijn actieradius (en dus inkomsten) probeert uit te breiden, hoeft niet te verbazen: meer en meer <strong>Google-gebruikers stappen over van desktops en tablets naar smartphones<\/strong>. Dat heeft twee gevolgen voor het verdienmodel van Google: de advertentietarieven op smartphones liggen gevoelig lager en de concurrentie is er ook veel groter (denk maar aan Facebook).<\/p>\n<p>\u00a0<\/p>\n<p>Dat verklaart ook deels de <a href=\"http:\/\/www.usatoday.com\/story\/tech\/personal\/2014\/04\/16\/google-first-quarter-results\/7785789\/\" target=\"_blank\" rel=\"noopener\">tegenvallende kwartaalresultaten<\/a> die het Californische bedrijf gisteren publiceerde: de zoekgigant was er dan het voorbije kwartaal wel in geslaagd zijn advertentievolume met 26% op te voeren (er wordt dus een kwart vaker geklikt op AdWords-reclame dan een jaar geleden), maar de <strong>gemiddelde prijs van een advertentie ligt intussen al 9% lager<\/strong> dan een jaar geleden. Die &#8216;prijserosie&#8217; is volgens specialisten volledig toe te schrijven aan de opkomst van de smartphones.<\/p>\n<p>\u00a0<\/p>\n<p>De kwartaalomzet klokte trouwens af op <strong>15,42 miljard dollar (ruim 11 miljard euro)<\/strong>, 19% meer dan in dezelfde periode een jaar eerder. De nettowinst bedroeg 3,45 miljard dollar (of net geen 2,5 miljard euro), tegen 3,35 miljard dollar een jaar eerder.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In-Store Attribution Transaction Reporting Het pilootproject draait rond AdWords, de advertenties die verschijnen naast de zoekresultaten in de Google-zoekmotor. Wanneer een consument op een dergelijke advertentie klikt, sluist Google de bezoeker door naar de webshop. Google kan momenteel echter enkel volgen of de consument het product online koopt, maar hoopt dat te veranderen met het [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[33],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-5579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-m-tail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google volgt u tot in de fysieke winkel - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/m-tail\/google-volgt-u-tot-de-fysieke-winkel\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google volgt u tot in de fysieke winkel - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"In-Store Attribution Transaction Reporting Het pilootproject draait rond AdWords, de advertenties die verschijnen naast de zoekresultaten in de Google-zoekmotor. Wanneer een consument op een dergelijke advertentie klikt, sluist Google de bezoeker door naar de webshop. 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