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Getting started with mobile attribution

With greater consumer adoption of smartphones and the high functionality apps within them, there can be no doubt that mobile has taken over. In fact, according to a recent study by eMarketer, mobile claimed about 70% of the total US digital advertising space in 2018, while AppsFlyer predicts app install ad spend will grow 45% this year to hit nearly $40 billion worldwide.The problem is that this success has also led to intense competition. As a result, driving organic users at scale is not a realistic outcome for most apps. Market-driven, non-organic installs play an increasingly important role in them mix.To help you rise to the top in the mobile-first era, AppsFlyer put together this comprehensive guide. Visit Digital Marketing Depot to download “Getting Started with Mobile Attribution.”The post Getting started with mobile attribution appeared first on Marketing Land.

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Digital transformation fueled Salesforce’s record quarter

The global adoption of digital technologies is transforming how consumers and businesses operate interact drastically. While CXOs continue to embrace — and implement — the concept of digital transformation, technology vendors like global CRM Salesforce continue to dominate the marketplace. Earlier this week, Salesforce announced a record $3.74 million in revenue in its first quarter of its fiscal year 2020, an increase of 24% year-over-year.The marketing cloud and commerce solutions alone saw 33% growth. Its service cloud surpassed $1 billion in revenue for the quarter for the first time.“Our strong revenue growth in the quarter reflects the strength of our business and the tremendous demand we’re seeing from customers worldwide,” said Keith Block, co-CEO of Salesforce in prepared remarks. “Companies of every size and industry are undergoing a digital transformation to better serve their customers and they are choosing Salesforce as their partner.”Why we should careAs leaders shift or…

Women make up majority of influencer community, earn less than male influencers

The influencer community is one of the rare businesses where woman dominate the field. Across all industries – travel, fashion, technology, food and entertainment – women make up 77% of the total number of influencers. You would think with such a stronghold on an industry, women’s pay would, at least, be equal to men – but no. On average, women are earning $351 per social media post while men earn $459, according to a report from Klear influencer marketing platform.Pay gap highest on YouTube“When segmenting the data by channel, we noticed that YouTube had the highest gender pay gap,” said Guy Avigdor, COO and co-founder of Klear, “Overall, we found a 33% gap across all other platforms, yet YouTube was 5% higher with a 38% pay gap between men and women.”Klear analyzed more than 2,500 influencers across Instagram, Facebook and YouTube during all of 2018 and discovered the only industry where women influencers earn more than men was the travel industry, with women taking in $615 per post…

Time spent with mobile now exceeds TV

Americans will spend more time on their smartphones (and tablets) than watching traditional TV, which is broadly defined to include video downloaded from the internet, according to a new forecast from eMarketer. The forecast estimates adults will spend an average of 3 hours, 43 minutes daily on mobile devices, not counting calls, and 3 hours, 35 minutes watching TV.Audio, social are top mobile activities. Smartphones, specifically, will capture 2 hours and 33 minutes of mobile media time this year. This represents a 9 minute increase over last year according to eMarketer. Video is the “third-biggest driver of growth in mobile app engagement.” Digital audio and social networking are number one and two respectively.Video heavily consumed, now across devices. While time with traditional TV is declining, audiences are still consuming a lot of video content across devices, OTT in particular. However, when it comes to video, TV still dominates. This year consumers will spend 1 hour, 37 minu…

New study from Pega shows consumers don’t trust artificial intelligence

A new report released by Pega that examined consumer attitudes towards artificial intelligence indicates that despite the growing usage of AI technologies, consumers lack an understanding of how they can benefit from AI and are more likely to trust a real person to help make decisions.“Our study found that only 25% of consumers would trust a decision made by an AI system over that of a person regarding their qualification for a bank loan,” said Dr. Rob Walker, vice president, decisioning and analytics at Pega. “Consumers likely prefer speaking to people because they have a greater degree of trust in them and believe it’s possible to influence the decision, when that’s far from the case. What’s needed is the ability for AI systems to help companies make ethical decisions. To use the same example, in addition to a bank following regulatory processes before making an offer of a loan to an individual it should also be able to determine whether or not it’s the right thing to do ethically.”…

Antitrust mania sweeps Washington as Google, Facebook, Amazon and Apple all face probes

The Trump administration and many Republicans in Congress believe that Silicon Valley is biased against conservatives. Democrats are angry about privacy issues, the 2016 election and the perceived arrogance of technology executives in the face of their criticisms. Other critics of “big tech” believe that there’s too much power concentrated in too few companies.In Europe, major U.S. tech companies have been on the receiving end of antitrust probes and penalties for several years, putting pressure on U.S. regulators to take action. Add to the changes in public perceptions of these companies, and you get what we have today: a tsunami of impending investigations from the U.S. Department of Justice, Federal Trade Commission and Congress.Despite what seems like a consequential set of developments, it’s important to remember that there’s a major difference between investigations, hearings and any real-world outcomes that could result.What’s been announced or leaked. The Wall Street Journal, …