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Showing posts from November 8, 2019
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How to avoid the creep-factor when building digital experiences powered by machine learning

When building a fashion site designed to recommend personalized styles for customers, Armoire knew it had to deliver a customized digital experience, but with a human touch. With the wide range of available machine learning and AI tech, brands can risk coming off as creepy by going too far with the details they use to build customer experiences. Armoire didn’t want to cross this line.“We want machine learning to be more human, but then we’re freaked out when it is,” said Katrina Taylor, Armoire’s head of user experience and product design, during a presentation on machine learning and human empathy at DX Summit in Chicago this week.To avoid creeping out customers by crossing unnecessary boundaries when using their data, Taylor said her brand doesn’t use everything it may know about a customer. “It’s better to start off with a light touch and fill in the details as we go,” said Taylor.She outlined the six rules that Armoire follows to create digital experiences built on machine learnin…

Want to reduce your bounce rate, but what does that actually mean?

How many times have you quoted a metric plucked from Google Analytics without really knowing what it means? Fear not, you’re not alone.For far too long now, marketers have had misconceptions over how to define one particular metric – bounce rate, either confusing it for exit rate or adding non-existent criteria. So, we’ve put together a quick-fire guide to help you become a bounce rate aficionado.How is the bounce rate calculated in Google Analytics? The Google Analytics help guide is a good first stop when trying to get to the bottom of the topic. And with it, you only need to remember two key things:1. A bounce in Google Analytics is a single-page session on a website2. The bounce rate for a page is based only on sessions that start with that pageWhat does this mean in practice?Here’s an example with three sessions:Imagine there have been three user sessions on your website. During these sessions, the following pages were viewed in this order:Session one: Page A > Page B > Pag…

Email marketing: Infrastructure intelligence

We’ve been exploring the Periodic Table of Email Optimization and Deliverability over the past few weeks, and today we’ll delve into the not-so-sexy, but still vitally important, area of infrastructure.While marketers may not be in charge of their company’s email infrastructure – typically the IT department handles such matters – it’s critical that marketers have insight into how everything fits together so they can talk with the engineers that are configuring their email-related systems. The following elements refer to the way email is sent, routed and received through the internet. The Mail Transfer Agent (Ta) is software that transfers email from one computer to another using the Simple Mail Transfer Protocol, known as SMTP. When users receive, view and reply to email messages, they use a Mail User Agent (Ua), or MUA. This is also called an email program or email client and it sometimes is used through a web-based interface. Outbound messages use an SMTP server (Ss), while inbound …

The Essential Guide to Protecting Your Ad Spend from Invalid Traffic

While growth and sophistication of fraud is significant, not all invalid traffic is fraud. Much is simply a side effect of the digital ecosystem, and the shift to programmatic is only increasing the challenges. However, whether a direct media buy or a programmatic campaign, marketers should not pay for impressions that are considered invalid.This white paper from Moat by Oracle Data Cloud breaks down the state of invalid traffic, explain what the industry is doing to solve for it, and show how you can educate yourself to keep your budget safe.Visit Digital Marketing Depot to download “The Essential Guide to Protecting Your Ad Spend from Invalid Traffic,” from Moat by Oracle Data Cloud.

The post The Essential Guide to Protecting Your Ad Spend from Invalid Traffic appeared first on Marketing Land.

via Marketing Land

Salesforce launches hybrid Content Management System built to integrate with other platforms

Salesforce launched a new content management platform on Thursday, the Salesforce Content Management System. By entering the CMS space, Salesforce aims to give content marketing teams a tool anyone can use — “from novices to experts” reads the announcement — and capable of creating personalized content powered by Salesforce CRM data.Salesforce calls it a “hybrid” CMS, meaning users can create, manage and deliver content on the platform, and then distribute to other digital platforms not powered by Salesforce by using the company’s Experience Builder or Commerce Page designer tools.“If you want to deliver content onto a third-party site, experience, or mobile app, you can use our headless APIs to deliver content smoothly,” writes Salesforce Community Cloud and SVP Adi Kuruganti.Why we should careMarketing teams already plugged into Salesforce’s CRM will now be able to create more personalized content at scale via the company’s new content management system. And, if the CMS is as user-f…