CHALLENGE: 
YouTube's share of the US TV ad market was disproportionately small compared to its massive audience among valuable demographics.

INSIGHT:
Major purchases required multiple teams' involvement. While our content environment was valuable for brands, our buying process was incompatible with TV agencies' standard operations.

SOLUTION:
 Architected and launched YouTube Select (formerly Google Preferred), creating YouTube's primary revenue channel for TV advertisers with a completely reimagined purchase experience.

RESULTS: 400% growth in average deal size in the first year, generating billions in revenue since 2014.

CHALLENGE:  
Adoption of LiveRamp's "cookieless" targeting and measurement solutions had plateaued after initial success with early adopters.

INSIGHT:
We were treating all potential customers as if they had the same subject matter expertise as our early adopters. Many leads needed different collateral and narratives to understand how our product could work for their business.

SOLUTION:
Developed a customer maturity scale to qualify leads from a serviceable market of 400+ brands and agencies, with tailored messaging and sales approaches for each segment.

RESULTS: Doubled conversion rates from the previous quarter through a pilot program using new customer segmentation and beginner-friendly narratives.

CHALLENGE: 
 Despite a year of executive-level discussions, the client couldn't activate AI/ML product features that would significantly improve their advertising performance.

INSIGHT:
A top-down, portfolio-wide approach was too ambitious for stakeholders who weren't machine-learning experts.

SOLUTION:
Pivoted to providing dedicated support for a small test case with a clear path to enterprise-wide adoption, making the complex technology approachable.

RESULTS: 50% improvement in ROI for the test case and established a roadmap for firm-wide adoption within 12 months.

CHALLENGE:

 Senior citizens were slow to adopt a personalized IT-services product, limiting growth potential. 

INSIGHT:

When seniors struggle with modern devices, it affects both them and their adult children. The product user and the product buyer don't have to be the same person. 

SOLUTION:

Developed a new flat-fee pricing strategy and created an advertising campaign targeting Gen X adult children who purchase technology support for their parents.

RESULTS: Doubled the addressable market and sales by expanding to a Gen-X target audience, creating a win-win situation for both seniors and their children.