How Ancestry is using automation and ‘long tail’ Search to grow a category
Russell is the award-winning editor-in-chief of the UK's most prominent marketing title, Marketing Week, leading its multimedia development and team of journalists. A trusted authority on marketing issues, he regularly hosts and appears on panels at industry events. He is also a regular contributor to national television and radio shows on marketing issues. Prior to this he was Marketing Week's news editor.
In 2020 he also took on an expanded role with responsibility for the editorial programme of the Festival Marketing, the largest global event dedicated to brand marketers, where they can learn, celebrate and shape the future.
For further inspiration, go to g.co/think/searchsmarter
Step 1: Get to know your TikTok community and their codes
Russell Parsons
Editor-in-chief, Marketing Week and the Festival of Marketing
HOST
GUESTS
Guilhem Duprat
International media director, Ancestry
Joanna Gajewska
Performance marketing lead, Ancestry
Guilhem has spent the past 15 years working in the media industry in London and Paris, with some of the biggest and best-loved brands on the planet (Google, Samsung, P&G, PepsiCo). Having spent most of his career on the agency side (Mindshare, Starcom, Essence and OMD), he joined Ancestry in 2019 as International media director. There, he has been leading the transformation of Ancestry’s media strategy and infrastructure across the world with a relentless focus on effectiveness and growth.
Joanna is a senior performance marketing professional with strong cross-channel experience in ecommerce, finance and travel, currently working at Ancestry. She joined the genealogy brand in 2019, and her work has revolved around improving processes that enable better, more efficient, data-driven decision-making.
© MMXX X—LABS
©MMXXI - X—LABS
Season 2 - Episode 4
A podcast series created by Marketing Week and Econsultancy, sponsored by Google,
exploring how brands are transforming their approach to digital marketing - including customer service, ecommerce, Search and more
Senior marketers at Ancestry explain how the genealogy site has connected with a growing contingent of budding historians to “bring their backstory to life”, using techniques like automation and the ‘long tail’ of Search marketing.
How Ancestry is using automation and ‘long tail’ Search to grow a category
S02-E04
more episodes
For further inspiration, go to g.co/think/searchsmarter
As an industry manager and strategic client lead at Google, Nanna works with some of the largest UK businesses on their digital strategies, including cross-channel customer journeys, data and tech maturity, measurement, creative development, and media planning for both performance and brand objectives. Nanna has been working with Ancestry's international team since January 2019.
Nanna Bergmann
Senior industry manager, Google
A podcast series created by Marketing Week and Econsultancy, sponsored by Google,
exploring how brands are transforming their approach to digital marketing - including customer service, ecommerce, Search and more
Russell is the award-winning editor-in-chief of the UK's most prominent marketing title, Marketing Week, leading its multimedia development and team of journalists. A trusted authority on marketing issues, he regularly hosts and appears on panels at industry events. He is also a regular contributor to national television and radio shows on marketing issues. Prior to this he was Marketing Week's news editor.
In 2020 he also took on an expanded role with responsibility for the editorial programme of the Festival Marketing, the largest global event dedicated to brand marketers, where they can learn, celebrate and shape the future.
Russell Parsons
Editor-in-chief, Marketing Week and the Festival of Marketing
HOST