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Showing posts from October 16, 2017
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Nanigans launches incrementality optimization & reporting solution

Nanigans, the cross-channel SaaS (software as a service) platform for large-scale performance advertisers, has launched incrementality optimization and reporting in the platform, which supports Faceboook, Instagram, Twitter and programmatic retargeting campaigns.The machine learning-driven solution aims to target consumers deemed likely to be influenced by advertising and limit spending on users who are already likely to convert.Ric Calvillo, Nanigans co-founder and chief executive officer, said in a phone interview that the new service uses machine learning to predict revenue lift from an impression (a user) and make a bid based on that prediction in real time.In comparing Nanigans Incrementality to a multitouch attribution (MTA) model, Calvillo said, “Giving partial credit to channels is broken. It’s just de-duping conversions but still using touch-based attribution. That confuses correlation with causality.” That’s because MTA gives credit to the impression or click even when those…

Instagram redesigns call-to-action bar to dynamically mirror ads

For the second time in the two years since rolling out clickable ads, Instagram is updating the look of what people are supposed to click. This time the Facebook-owned photo-and-video app is tweaking ads’ call-to-action bars to better blend in while still standing out.Last year, Instagram made its ads’ clickable element more obvious in an effort to make people more aware of the option and assuage advertisers’ concerns with the app’s direct-response options. A few months after replacing its ads’ call-to-action button with a horizontal bar that ran along the entire bottom of an ad’s photo or video, the company set the bar’s background color to switch from white to blue after four seconds to draw more attention to it.Now, instead of blue, the bar will dynamically change to the main color contained in the ad’s photo or video, the company announced on Monday. Instagram will change the color of the call-to-action bar to better coordinate with the primary element of the native ad that grabbe…

What airlines can learn from smart marketers about the customer experience

Go to any marketing conference these days, and everything will be about customer-centricity — which isn’t a bad thing. I don’t think people realize how astonishing the evolution of the customer journey has been in recent years.It wasn’t all that long ago that the Sears or Penney’s catalog was still the apex of marketing. Now it seems that there’s a new technology, KPI or customer touch point every month. We went from the print catalog to email, to e-commerce, digital, social, and all the way to virtual reality and machine learning in a very short time.Overall, the change has been revolutionary and in the customer’s favor. There is one exception, though, where the customer experience has somehow seemed to regress: The airline industry seems to be moving in the opposite direction from all other forms of commerce.While everyone else has been fervently seeking to understand their customers — how they’re changing and what ways they can provide better service — some airlines have continued …

5 things you’re doing that drive your freelance writers crazy

Freelance writers like working with me.Seriously, they do.Here’s why: I’ve been where they’re at. I manage dozens of freelancer relationships in my current role as an editor, but I used to be that harried freelance writer trying to keep up with shifting project guidelines, moving deadlines and zero communication from the client, mostly for mediocre pay. And because of that experience, I avoid doing things that make life harder for my freelancers.As a result, they accept my assignments — prioritize them, even — turn in great work, make revisions happily and go the extra mile when I’m in a pinch. I make their lives easier, and they make my life easier. No hard feelings, no early morning vodka. It just works.To build great relationships with your freelance writers and get back stellar content, stop doing these five things:1. You don’t pay promptly… and you don’t pay wellPlease don’t nickel-and-dime freelancers, and don’t make them wait too long for payment. The most anyone should have to…

Mobile devices offer special vulnerabilities to fraud

Fraud hits online publishers and advertisers on every platform, but mobile devices offer some special opportunities. And, as the types of mobile devices increase, the types of special vulnerabilities are likely to increase.To get a sense of a few mobile-specific fraud weaknesses, we checked in recently with several experts.For Maor Sadra, managing director and CRO of mobile ad platform AppLift, last-touch attribution for app installs is a key weak spot.App installs are mostly priced as cost-per-install (CPI), he noted, where the advertiser whose ad is the customer’s last touch point gets the attributed credit — and therefore the payment for the app install.“This is flawed by nature,” he said, since the first ad impression has the biggest impact. While multitouch attribution is becoming more common for many kinds of sales or actions, Sadra said last touch point is still common for app install payments.[Read the full article on MarTech Today.]

via Marketing Land

Scott Brinker: Marketing is now customer experience’s champion

Perhaps you noticed it, too.At our most recent MarTech Conference, there seemed to be a transformation percolating throughout the sessions and presentations.After several false starts in previous years, it seemed to me that “marketing” is now clearly becoming something bigger.Marketing, of course, has grown way beyond websites, emails and ads. It’s now augmented and virtual reality, intelligent voice agents and messaging bots, the Internet of Things’s environmental sensing, and the insight and cognition available through artificial intelligence.In many ways, it seemed to me, marketing is looking, sounding and feeling less like its traditional role of “demand generation” and more like “experience management.”To test my sense, I went to the Chief Martech, Scott Brinker.Brinker, who recently joined HubSpot as VP of platform ecosystem, is the conference chair of the MarTech Conference and author of the famously complicated marketing landscape. He has recently written about “a grand view o…

How businesses can optimize for Google’s new Question & Answer feature

Back in August, Google introduced a new feature called Questions & Answers, or Q&A, in Google Maps.This feature allows you and other people to ask and answer questions about your business.Like reviews and other user-generated content, this update could have an impact on your business’ reputation, so it’s important that you take an active role in managing your Q&As.Here’s what you need to know to make the most of this feature.What does Google’s Q&A feature mean for businesses?Google’s Q&A feature lets anyone ask questions about your business. These questions show up on your Google Maps page. You can answer these questions yourself, or other people can answer them. As the business owner, you can also preemptively ask and answer questions that you think might be useful to customers.Examples of what the Q&A section looks like in Google Maps. Source: onlineownership.comThe new Q&A feature is undoubtedly handy for customers – who hasn’t wished they could ask ques…

Twitter latest to be slammed for deleting Russian fake account data

Facebook, Google and Twitter have all found themselves unwitting players in Russia’s effort to disrupt and influence the 2016 election. Ironically — and in retrospect, unfortunately — these companies shared an almost utopian faith in the role of technology to improve and influence society for the better.But in the wake of the presidential election and other developments, the narrative is shifting around the large tech companies. They’re being forced to answer tough questions about how their platforms were so widely and easily exploited (some say “weaponized”) by a foreign power with an intent to undermine the American electoral process.We still don’t know to what extent Russian manipulation of voters’ opinions actually impacted the outcome of the election. We may never fully know whether digital ads and social media had a marginal or material impact on voters’ opinions in key states. That’s because some of the data, posts and ads have been deleted.Last week, Facebook was accused of su…