International speakersPrestigious award show2 different locations9th edition

Rethinking your measurement setup: How to steer PPC towards more business value with less data?

Boudewijn Beks

12:10 - 12:40

Over the past years PPC shifted towards automation, and impact is determined increasingly by the quality of data you feed the algorithms. At the same time data quality is affected by challenges such as ITP/ETP and privacy, leading to increased modeling. How do you deliver optimal PPC results in this new reality? What trade-offs should you make for your measurement setup?

Boudewijn Beks

Manager, Measurement Specialists Northern EuropeGoogleBoudewijn is the manager of Google’s measurement team for the Benelux and Scandinavia, working with Google’s largest and most advanced advertisers in the region. His team helps advertisers understand the ROI of advertising, in a privacy-centric way. Since joining in 2014 he worked in different analytical roles, all aiming to bring together business problems and Google solutions. Before joining Google Boudewijn worked as a data analyst and product manager at iProspect, after having graduated in information science. In his spare time he visits the petting zoo with his 1 year old daughter Mia, works on DIY projects and codes.