Skip to main content

Posts

Showing posts from April 22, 2019
Instapage

Personalizing UX: Why Zillow Group moved beyond AB testing

Aaron Wreblewski, AI engineer at Zillow Group, discussed the company’s bandits testing work at MarTech Conference. Zillow Group faced a problem. The online real estate database company too many personalized user experience tests it wanted to run on the website. The typical AB testing framework it had in place meant it would take years to test all of those ideas.“Let’s say we have 50 AB tests running. How many AB tests do we need to run to get the independent effect?” asked Aaron Wroblewski, an AI engineering manager at Zillow, during a talk at MarTech Conference in San Jose this month. “Two to the power of 50. The length of the universe in seconds is 2 to the power of 44.” In other words, impossible.It had to shift away from AB to enable its marketing teams to test multiple, simultaneous UX personalization tests on audience segments at scale. Enter multi-armed bandit testing.“I love the control AB testing gives, but it left a lot to be desired when applied for personalizing UX,” said W…

Debunking the top 5 stereotypes of programmatic traders

Do you think programmatic traders’ jobs consist of basic data entry, playing around on computers and saying “no” to requests all the time? Think again – their role is far more significant in driving the bottom line than ever before.From implementing and running programmatic campaigns across various DSPs, to the day-to-day management of client campaigns, programmatic traders are the first point of contact for troubleshooting or audience and optimization recommendations. And once a campaign has run, they’re responsible for producing and presenting campaign analysis to demonstrate the effectiveness of planning, testing and media optimization and management.The workhorses of the advertising industry, programmatic traders, too often don’t get the respect they deserve. This is due in part because of a fundamental misunderstanding about just what it is that they do every day, even by their managers and colleagues.Too many ad industry professionals think traders have simple jobs that don’t re…

Top advanced YouTube SEO tips to boost your video performance

YouTube is not just a social media platform. It’s a powerful search engine for video content. Here’s how to make the most of its SEO potential.There are more than 1.9 billion users who use YouTube every month. People are spending over a billion hours watching videos every day on YouTube. This means that there is a big opportunity for brands, publishers and video creators to expand their reach.Search optimization is not just for your site’s content. YouTube can have its own best practices around SEO and it’s good to keep up with the most important ones that can improve your ranking.How can you improve your SEO on YouTube? We’ve organized our advanced YouTube SEO tactics into three key areas:Keyword researchContent optimizationEngagementAdvanced YouTube SEO tips to drive more traffic and improved rankingsKeyword researchIt’s not enough to create the right content if you don’t get new viewers to actually watch it. Keywords can actually help you understand how to link your video with the …

Spotify adds Oracle Data Cloud integration geared to auto advertisers

Spotify has announced a new integration with Oracle Data Cloud, aimed at helping auto brands connect with listeners through its proprietary audience data.Advertisers on the platform can build “audiences of potential car buyers across every vehicle segment and stage of the car buying cycle” using audience segments such as Polk Audiences and streaming intelligent signals like playlist names and location data from Spotify, the company said.Why we should careWhile the collaboration includes tools for a variety of verticals, it’s primary intention is to give auto advertisers the ability to target potential buyers and offer a richer understanding of the car buying journey by leveraging what the audio streaming company knows about how, when and where listeners use Spotify.Listening behavior (like a “Road Trip Playlist”) can signal a wealth of information to auto advertisers looking to target key consumers where intent may exist.More on the newsAccording to an analysis by IHS Markit, Spotify …