• by David Goetzl  @dgoetzl, June 21, 2013

Diya Jolly, senior product manager at Google, offered a case study at the MediaPost Brand Marketers Summit on how Google used its Affinity groups to help Mazda.

The automaker had some trouble finding a ripe audience via TV to back a 2014 model. But Jolly said using Google Affinity segments, Mazda found audiences with an online effort that led to 500,000 potential buyers in one months and "10 times more users than other targeting types."

She reiterated effectiveness is predicated on data, predictive algorithmsm, zero latency scale and quality control.