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Showing posts from July 2, 2019

Facebook brings back reach estimates for Custom Audiences

Facebook is reinstalling reach estimates for Custom Audiences, a tool that allows advertisers to estimate audience size for their Custom Audience campaigns. The company removed the tool in March, 2018 when researchers at Northwestern University discovered a vulnerability that made it possible to infer attributes of Facebook users via the tool.“People’s privacy is incredibly important to Facebook and we take any potential abuse of our service very seriously,” said Facebook Director of Product Management Mary Ku, “Last year, when researchers found this issue, we suspended it and after working with those researchers to address the issue, we are now reinstating it.”Facebook reports it worked on three key changes to improve security around its Custom Audiences reach estimate tool: privacy, detection and new restrictions. The new restrictions include Custom Audience rate limits — the number of audiences or API calls an account can have. The newly introduced rate limits have been designed to…

Three tools providing actionable competitive research insight

Spying on your competitors’ marketing efforts is one of the most efficient ways to come up with your our marketing campaigns, learn new tactics as well as predict the future of your niche.The powerful driving source of any business is its competition. Competitors force us to move forward, implement changes and evolve.I am not a big fan of competitive research unless you use the data right away to create your own marketing plan. Furthermore, I like plans that are pretty quickly turned into reality. I like action, so here are three competitive research tools that provide highly actionable insights:1. Spy on your competitor’s trafficHaven’t you wanted to know where exactly your competitors’ traffic and sales are coming from. Or how their landing pages convert? Or what are their best-performing keywords?Nacho Analytics is a unique and innovative tool that will help you find answers to all the above questions and more. It uses its own database of “millions” of people who agreed to share th…

Consumers indicate experience, not price, as top conversion factor

A recent report (registration required) from global performance marketing agency Merkle indicates that delivering excellent digital customer experiences is critical to connecting with consumers to drive revenue. Merkle surveyed 500 US consumers for the report, which analyzes how and why customer experiences affect where they choose to spend their money. According to the research, 66% of consumers rate experiences over price when it comes to making a purchase decision. Over half of those surveyed (52%) reported having left a website while shopping because of a poor site experience.Why we should careDelivering optimal customer experiences should be a top priority for marketers, but we also need to determine the right solutions for our martech stack to enable these experiences. We often think of martech in terms of the back-end solutions it provides – how the solution addresses challenges for us as marketers, but not necessarily driven by our customers’ needs. Keeping our customer as the…