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Showing posts from August 28, 2017
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Facebook bans Pages sharing fake news from buying ads

Facebook will try to stem the spread of fake news, even if it means cutting off some revenue.Facebook will block Pages that repeatedly publish posts flagged as fake news from buying ads on the social network, the company announced on Monday. “If Pages stop sharing false news, they may be eligible to start running ads again,” Facebook product managers Satwik Shukla and Tessa Lyons wrote in a company blog post.Facebook already forbids Pages from buying ads that link to articles flagged as fake, through a process involving third-party fact-checkers that Facebook enacted earlier this year. But that policy didn’t wholly prevent fake news publishers from using Facebook as a way to drive traffic, since they could still buy ads linking to non-fake articles on their sites. Now Facebook is extending the penalty.A Facebook spokesperson declined to say how many fake news posts a Page must have shared to be banned from buying ads. Asked whether the policy applies retroactively to posts published i…

The age of analytics democratization

For the greater part of the modern era, data in organizations has only been readily available to two privileged groups: executives who rely upon data to run the business, and data analysts who gather, analyze and report the numbers to management. No self-respecting worker at any level of any organization in the world today would argue with the supposition that a data-driven organization will be more successful than a non-data-driven organization.Thus, the majority of successful brands find that some form of analytics powers every decision they make. From the strategic to the tactical, a single valid data point can mean the difference between success and failure.Clearly, a solid analytics practice is a competitive differentiator. But if I asked you, “What percentage of workers in your organization who could do their jobs better if they had data to assist them actually has that data?,” most likely the number you would answer with would be embarrassingly low.Why is that?Truthfully, there…

Is Google getting ready to buy Marketo?

The Marketo logo Marketing platform Marketo announced last week a multiyear alliance with Google Cloud, which Marketo CEO Steve Lucas described in an email announcement as “a step forward in our collaboration to unite MarTech and AdTech.”Beginning next year, Marketo will move its products from its independent data centers to the Google Cloud platform. The alliance also involves joint investments in such areas as artificial intelligence, plus an expansion of Marketo’s existing integrations with Google ad products, Google Analytics and the productivity-oriented G Suite applications.Google said that Marketo users will “be able to leverage G Suite offerings like Gmail, Sheets and Hangout Chats for faster marketing content development and deeper engagement with customers and prospects.” It also mentioned that advanced analytical tools like Google BigQuery and Machine Learning APIs will bring unspecified “expanded functionality” to marketing activities on Marketo.Additionally, Google Cloud w…

How to ensure you ask the right questions of your data

Our team at Google recently talked to web analysts who say they spend half their time answering basic analytics questions for other people in their organization.In fact, a recent report from Forrester found 57% of marketers find it difficult to give their stakeholders in different functions access to their data and insights.To help, our team at Google recently launched a new feature in Analytics to help you better understand “what happened?” questions of your data, such as “how many visitors to my site from California arrived via paid search?”But the right “why and what next” questions are not always so easy to consider, let alone answer. Posing the wrong questions wastes precious time, and with only so many hours in the day to use your data effectively, you need to become really skilled at knowing what questions to ask when analyzing results so you find answers that are actionable and relevant.Let’s go through some ways you can get better at this.1. Have the right objectives and KPIs…