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Showing posts from May 8, 2017

Janrain now includes a phone number-based fraud detector

Identity management provider Janrain has announced what it says is the first anti-fraud, phone number-based detection built into this kind of service. The Portland, Oregon-based company enables a website visitor to use their Facebook, Twitter, LinkedIn or other social media credentials when they log in.Director of Product Marla Hay told me that no other identity service, including the one from competitor Gigya, offers such a built-in, automatic anti-fraud scanning of a phone number. Phone numbers, she noted, tend to be more definitive identifiers than, say, email addresses.[Read the full article on MarTech Today.]

via Marketing Land

Amazon controls 70% of digital assistant device market [eMarketer]

Amazon Echo, housing the Alexa intelligent agent According to a new analysis and forecast from eMarketer, Amazon owns 70 percent of the “Voice-Enabled Speaker Market.” The firm says that more than 35 million people in the US will use one of these stand-alone devices at least monthly in 2017.More broadly, 60 million in the US will use digital assistants on any device, including smartphones, in 2017, says eMarketer. That’s more than 27 percent of smartphone users. These numbers are probably conservative.Here’s how eMarketer breaks down market share:Amazon Echo: 70.6 percentGoogle Home: 23.8 percentOthers (Lenovo, LG, Harmon Kardon, Mattel): 5.6 percentAccording to eMarketer, those between 25 and 34 represent the heaviest users of these speaker devices.The 70 percent market share figure for Amazon may underestimate Amazon’s position. Projections from others put Amazon’s market share much closer to 90 percent.According to Consumer Intelligence Research Partners, almost 11 million Amazon cu…

If you want to deliver relevant ads, you’ve got to get better at using data

Programmatic has created the opportunity for truly data-driven marketing. Yet still, 50 percent of all marketing is irrelevant to the consumer, according to the latest Chartered Institute of Marketing report. Why?There are two main reasons: ineffective campaign management and a general reluctance to adapt marketing strategies according to data. Marketers need to be more willing to listen to audience data, and agencies need to get better at translating it into actionable insights.How to use data to improve targetingFor the agency running the campaign, there is a logical process for optimizing targeting, which any decent DSP (demand-side platform) should enable you to do.1.  Start with what you’ve gotOn top of whatever first-party data you have, you can add audiences from third-party data providers, selected according to the characteristics you might expect your customers to possess. DoubleClick allows you to also perform an audience composition report — which works out the match ratio …

How to optimize Google My Business listings for multi-location businesses

Being listed on Google My Business (GMB) is an essential part of any local SEO strategy.But how can businesses with multiple locations make sure they aren’t penalized in search rankings?Produced in association with SweetIQ.Google My BusinessGoogle My Businesswas rolled out in 2014 to make it easier for local businesses to be found via search. It had an added benefit of allowing businesses to stay on top of reviews, and to perform analytics on interactions like clicks, views, calls and requests for directions.In other words, it became the first step in any local search marketing strategy.Today, a well-maintain GMB listing remains a vital source of traffic and, ultimately, revenue – especially for businesses competing for location-specific keywords.Google’s ‘three pack’ of local search results, which is triggered by search terms with local intent like “restaurants Venice Beach”, is given significantly more prominence than organic results in both desktop and mobile SERPs. In fact, organi…

AI at the core. Humans at the helm.

Any marketer will tell you that applying AI to Marketing is a hot trend right now and has the potential to disrupt the industry. Just last week, Oracle announced that it is delivering artificial intelligence across its customer experience cloud. Oracle’s announcement follows a long line of press releases from major marketing clouds such as Salesforce, IBM and Adobe. The space is so hot, in fact, that there seems to be a competition to have the best name for your AI, with the likes of Einstein, Watson and Sensei regularly competing for top billing.If you look beyond the cute names, however, you will find that there is real technology at play. AI Marketing solutions aren’t just a new way of describing the collaborative filtering recommendation engines that gained popularity last decade (e.g., Certona, MyBuys and Baynote). Nor are they the A/B/N or multi-variate testing tools that grew up earlier in this decade (e.g., Optimizely, Maxymizer and Monetate). They are, assuredly, all of that …