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Showing posts from February 14, 2017
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Why machine learning is critical to multi-touch attribution

Until six or seven years ago, econometric models offered the best way to measure multi-touch attribution. These methodologies, like MMM (marketing mix modeling), turned statistical analyses into predictions and answers to high-level questions: How much revenue is generated from each channel? How much do I need to spend in each channel to optimize my mix? Econometric models rely on complex information and assumptions by human experts, and these models did (and still do) provide valuable insight into big-picture forecasts.Two recent shifts, however, have necessitated a new way to address multi-touch attribution: big data and user-level analysis. Both require processing power far beyond traditional modeling — beyond, in fact, what humans are capable of on our own. This is where machine learning comes in.[Read the full article on MarTech Today.]

via Marketing Land

‘Things to do near me’ SEO

If you are targeting local searchers and have not employed a “Near Me” SEO strategy, I think it’s time we had a talk.As you can see, Google Trends data shows explosive growth of “things to do near me” queries worldwide. But it’s not just “things to do” — it’s pretty much every query that has local intent.Of course, it’s not like people just woke up a year or two ago and decided it was time to start doing “near me” searches. This is more a result of Google, and Apple’s Spotlight Search to some extent, increasing the number of queries that suggest “near me” as an option as search goes more mobile (and thus more local in intent). And fat fingers being what they are, we hit the first suggestion near us. I mean, look at the search volume just for “near me!”And even though “near me” appears to be a mobile-driven phenomenon, across our client base we are still seeing more than 50 percent of the traffic from these queries coming from desktop — and more than 80 percent of the clicks.[Read the …

179 reasons to attend MarTech San Francisco – rates increase next week!

Marketing technology is growing rapidly and the magnitude of the next MarTech conference (San Francisco, May 9-11) keeps pace. This event is doubling in size from just one year ago to provide you with the insights, intelligence and strategies to drive your digital transformation and improve your customer experiences!The range of expert insights and case studies on the implementation and application of martech is a quantifiable testament to the sheer scale of the remaking of marketing as we know it.The MarTech agenda features an incredible lineup of speakers. Here are just a few:We’ll feature presentations from these marketing rock stars (and about 100 others!) in a format designed to optimize your experience. The program balances scale and intimacy. And the schedule provides for common shared experiences with the flexibility to tailor a personalized agenda that best serves your needs and interests.Agenda at a GlanceWe’ll kickoff Tuesday evening, May 9, with an opening reception and a …

M-commerce 21 percent of online spending in Q4, as digital commerce reaches $109 billion

Full year US e-commerce spending numbers are out from comScore. In the holiday quarter, consumers spent $109.3 billion online, which was the highest on record. Mobile spending contributed $22.7 billion of the total.Total e-commerce spending for the year was more than $354 billion. However, total retail spending was nearly $5 trillion in 2016, making e-commerce just under 8 percent of retail spending. US government figures are somewhat higher for both overall online spending and e-commerce as a percentage of total retail.Comparison of 2016 Desktop and Mobile E-commerce ($ billions)Source: comScore (2017)In Q3 2016 mobile consumer spending was 20 percent of total e-commerce. In Q4 it was 21 percent, compared with 16.9 percent in 2015.In 2010, mobile transactions contributed less than 4 percent of e-commerce spending. In the next few years mobile commerce should exceed 50 percent of e-commerce spending, just as mobile search has surpassed desktop search. Indeed, much of the growth in dig…

Publishers Clearing House attributes 26 percent revenue lift to header bidding

Publishers Clearing House (PCH) is best known among the general public for its free-to-play, chance-to-win promotional sweepstakes.Among marketers, it’s also known as the holder of one of the largest repositories of “people-based” profiles, where users are identified by name. The company says its database reaches into nearly three-quarters of all US households.PCH is announcing this week that, as a result of its launching header bidding through an integration with OpenX’s private ad marketplace this past summer, its ad revenues have increased by 26 percent on PCH.com, its largest digital property. This translates into an average daily increase of $10,000, PCH said.[Read the full article on MarTech Today.]

via Marketing Land

4 ways to grow your return on personalization

Personalization in marketing has as many meanings as companies that employ it. The thing is, there are almost no wrong answers to the question, “What is personalization?” — provided that the effort is actually driving value for your customers and your company.Take the example of a simple “happy birthday” email, one of the more common personalized messages around. Many would dismiss it as obvious and lacking value. If that email, however, consistently drives customer engagement and sales, then it is extremely valuable.Personalization runs the gamut from one-off emails targeting specific events or dates to continuous campaigns that use multiple data points to deliver tailored customer experiences. However personalization is used, one thing is clear: Brands that aren’t maximizing their personalization efforts are in danger of falling behind in their marketing strategies.Below are four tips for improving personalized marketing for your company, whether your strategy is just getting off th…

How to target high-income consumers with Adwords

There are many industries in which being able to target high net worth individuals is useful within AdWords.Whether you are selling high-end investments, expensive cars, loans or clothes, targeting high-end individuals within AdWords will help you improve your return on investment.Today I am going to be showing you a deeply hidden gem within AdWords that allows you to target people based on their household income. It works using data from Google that is sourced from this AdWords Help post.“Target locations by demographics to reach groups of people based on their location’s approximate average household income. Based on publicly available data from the US Internal Revenue Service (IRS), advertisers are able to target ads to certain areas according to their average household income. This feature is currently available for U.S. locations only.”You can target people by household incomes that are in:Top 10%11-20%21-30%31-40%Lower 50%One of the issues however with targeting users by househo…

Ready for GDPR? This white paper points you in the right direction

It’s February, 2017. Do you know where your GDPR plans are?On May 25 of next year, the General Data Protection Regulation goes into effect, yet many companies with users from European Union countries are not ready to meet the requirements for protecting rights to personal data. The GDPR applies to all companies with such users, whether or not the companies are physically in those countries.The exact number of unprepared businesses varies according to the survey, but it appears to be huge.In October of last year, for instance, a survey by Dell found that over 80 percent of global businesses knew little or nothing about GDPR, less than one-third felt they were prepared, and almost 70 percent said either they weren’t prepared for the GDPR — or didn’t know if there were prepared.According to a recent, detailed paper on GDPR — sponsored by cloud security provider CipherCloud — 58 percent of mid-sized and large organizations are “not sufficiently familiar” with the GDPR scope or penalties, …

How ads on Google for its own products can impact the prices other advertisers pay

When Google and its sibling companies at Alphabet buy ads on its own search engine, the company says it works to ensure that its participation in the ad auction doesn’t “directly inflate” what the other advertisers in that auction end up paying.The mechanics of those efforts can be hard to follow if you aren’t familiar with the AdRank system Google uses to decide which ads to show based on how much advertisers are willing to pay and the “quality score” assigned to each ad. Our story on Search Engine Land goes into those mechanics. But the bottom line is despite Google trying to keep pricing neutral in the auction, just being in the auction can have an impact on its customers’ prices. That’s because of what could be called the “limited shelf space” scenario.If Google were a store: a cereal scenarioConsider Google as if it were a retailer selling cereal, with brands paying for shelf positioning. There is only so much room on the shelf.Here we’ve got a scenario in which there are spots …

2017 Hashtag Bowl Winners: Congrats To Twitter, Anheuser-Busch & Eggo

An exciting football game. Several very topical and relevant commercials. Some clever tie-ins connecting those ads to digital marketing. All of that combined for a fun 2017 Hashtag Bowl — our sixth annual competition showcasing how well Super Bowl advertisers connect their TV ads with online marketing efforts.And now that the proverbial dust has settled on both the big game and our Hashtag Bowl coverage, it’s time to announce the winners. We’ve looked at the tweets and Facebook posts, the online video ads and much more. So, without further ado, let’s take a look at the 2017 Hashtag Bowl winners!Award: Most Mentioned Social NetworkTwitterAccording to our monitoring of all the national TV commercials that aired during the Super Bowl, Twitter edged Facebook with five mentions. It’s the first time Twitter has been the outright winner since 2013, although it tied with Facebook a year ago.Award: Best Overall BrandWinner: Anheuser-Busch Anheuser-Busch has a long history of Super Bowl advertis…

How can you successfully set up an efficient business blog on a very tight budget?

Setting up online presence for your business can be overwhelming. So much to plan and so much to invest (in terms of both time and money).How much would it cost to set up and market a business site? This is by far the most frequent question I’ve come across for years.This quick checklist will answer your questions. Below I am giving yearly minimum expenses, but of course the less money you are prepared to pay, the more of your own time you will need to invest in figuring some of the tasks.1. Setting up costsTo create a site you basically need to pay for the following things:Your domain name (about $10.69/year for a .com domain)Your site hostingSome hosting companies will include the domain name for free, but you’ll need to start paying for it after the first year.If you go with the shared hosting option, you’ll pay as little as $3.5 per month, sometimes even less. Here’s a good selection of shared hosting providers you can trust.While I am torn over whether you need to invest into a s…

PayPal Referral Program: Earn up to $100 by Inviting other Users To PayPal

This is going to be interesting for every U.S. PayPal account holder as you have a chance to earn up to $100 by referring people to PayPal. PayPal is one of the most popular web tools for everyone who works online & needs to get paid.Back in the days when PayPal started, they used to have a referral program where they were offering people $20 if they opened an account. And $20 if they referred anyone. However later on PayPal became so popular that they completely removed referral program. For past fewFor past few years, PayPal was undoubtedly the winner of online payment system. However, in past two years, things are changing & many new players are coming in. The number of PayPal alternatives are increasing & we should n’t also ignore the popularity of Bitcoins in past few years. I can’t claim that these are the only factors for PayPal to bring back their referral program.However, the good news is; PayPal referral program is back now. In this article, you will know everyth…

Brands’ Snapchat viewerships have increased despite Instagram’s rise, per Snaplytics

Instagram’s Stories may be stealing attention away from Snapchat’s original version for some users, but not for brands. At the same time as influencers’ Snapchat Story viewerships have reportedly declined, brands’ viewerships have increased, according to Snapchat-centric analytics firm Snaplytics.“The number of views and the number of follows for the brands we’ve been looking at has increased over time,” said Snaplytics CEO Thomas Cilius. Of the 517 brands that he is referring to, many joined Snapchat in the past year, so it’s natural for their follower counts to increase. But of the brands that have been on Snapchat for a while, “we don’t see even the slightest drop. It’s just increasing at a slower rate,” said Cilius.In addition to more people following brands’ Snapchat accounts, more of those followers are not only checking out brands’ Snapchat Stories but watching them to completion.In the fourth quarter of 2016, on average 55 percent of the people who follow a brand on Snapchat v…

Build Your Ultimate Martech Stack

Its not enough to build a martech stack… you’ve got to build the right stack for your organization. Strategy, efficiency, integration, and resources all play significant roles in martech stack decisions.Join martech expert Matt Heinz and Linda West, Act-On’s Senior Director of Marketing Services and Operations, as they discuss the stack-building challenges facing marketers and provide practical solutions for how to build the ultimate martech stack for your business.Register today for “Build Your Ultimate Martech Stack,” produced by Digital Marketing Depot and sponsored by Act-On Software.

via Marketing Land

Marketing Day: Facebook activity report, user generated content & AI-based marketing tools

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Report: Facebook activity dwindles in 2016, influencer marketing is up
Feb 13, 2017 by Tamar Weinberg
Mavrck has shown that Facebook activity has declined from 2015 to 2016, with fewer posts and engagement across the board. Performance and integration: The foundation of marketing technology stack success
Feb 13, 2017 by Jim Yu
As CMOs take on more responsibilities, columnist Jim Yu discusses three key strategies to help them develop a technology stack that will drive performance, convert leads and justify the value of an increased marketing budget. The impact (and lack thereof) of Google’s mobile popup algorithm
Feb 13, 2017 by Glenn Gabe
Back in August 2016, Google warned that it would be releasing an algorithm to crack down on interstitials on mobile pages. Now that the update has been live for a month, columnist Glenn Gabe shares his findin…

Report: Facebook activity dwindles in 2016, influencer marketing is up

Influencer marketing platform Mavrck has published a great deal of informative statistics for marketers who are using Facebook to speak to their audiences, particularly with how the algorithm has affected user engagement with branded content and general user posting behavior. Using Mavrk’s dataset, which culled data 25 million Facebook posts, they’ve been able to learn quite a good deal of what we’re to expect to come.Engagement is downIn 2016, user engagement went down when compared to 2015. A 15.14% decrease in engagements per post compared to 2015 might make marketers worry. The decrease appears to be 11.41% year over year. This translates to a 7.87% decrease in Likes per post a 37.47% decrease in comments per post, and a 27.8% decrease in post Shares.Postings are downThe average Facebook user posted less original content in 2016 than the year prior — a 29.49% decrease from 2015 to 2016.Users prevail; brands failUser generated content featuring a brand performed better than brand g…

Performance and integration: The foundation of marketing technology stack success

Over the past four years, the role of chief marketing officers has changed. Once, CMOs led small silos that focused on growing business impact across paid media channels. Now, CMOs are increasingly being asked to manage company impact and growth across an array of owned digital media and customer relationship channels — with robust budgets to match. While the breadth of technology continues to grow, separate tools themselves do not necessarily equate success.Budgets for marketers are slowly climbing, and responsibilities are broadening, according to Gartner’s 2016-2017 CMO Spend Survey. Marketing budgets have increased approximately 1 percent per year since 2014, bringing the marketer’s average share of company revenues up to 12 percent as of 2017.As organizations direct more of their funding into the hands of chief marketing officers, CMOs are experiencing another shift in the form of how they manage their marketing technology spend — in which digital marketing has taken center stage…