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For Customer Insights Professionals

Brief: Google Alphabet Will Upend Local Marketing Practices

The Firm's Restructuring Makes Current Data Practices Obsolete

September 14, 2015

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Why Read This Brief

Taken at face value, Google's recent restructuring seems like a straightforward move meant to appease Wall Street. We believe there is more at stake: the ability to compete in local markets, on local terms, without running afoul of local governments and data protection regulations. This report predicts how Alphabet will take advantage of this opportunity over the next 18 months, and it explains how customer insights (CI) professionals should prepare for the changes.

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