Skip to main content


Showing posts from April 3, 2020

MOPs community pulls together as many face job uncertainty

One of the many grim realities caused by the coronavirus pandemic is the record-level unemployment rates among U.S. businesses. On Thursday, CBS This Morning News reported 6.6 million Americans filed for unemployment during the week of March 28, according to the latest jobless claims report from the U.S. Labor Department. And while these numbers stretch across industries and business sizes, the martech community is already feeling the squeeze. DataRobot, a Boston-based AI company, confirmed last week to BostonInno it had reduced its workforce due to uncertainties caused by the pandemic. The company didn’t say how many employees — or which teams — were let go, but BostonInno reports, “Posts by laid-off employees on LinkedIn show that the cuts affected teams in the U.S., the U.K., Australia and Brazil, and employees on the software engineering, marketing, customer success, sales and data science teams.” Two weeks ago, another Boston-based startup announced it had eliminate

Faster pages, stronger sales: Optimizing ecommerce site speeds

Research from Google suggests that the correlation between page load times and conversion rates is strong, especially on mobile web pages. One of the simplest changes you can make to your website is limiting the data loaded as a visitor navigates through product listings. If you can identify that pages are loading a lot of third-party Javascript files ahead of your body content, you’ll want to see how that can be rearranged. More simple yet surprisingly quick things that can help speed up your ecommerce site. For online retailers, the abandoned site/cart problem has many factors. Reducing the number of clicks to checkout, eliminating surprises in price displays and offering guest checkout options are some well-known ways to fight cart abandonment on an ecommerce site, but smart merchants are always searching for ways to keep potential customers from leaving the site before making a purchase. Research from Google (among other surveys conducted in the last few years) suggests t

Consumers go to YouTube for uplifting content during COVID-19

In recent research, Channel Factory, a global technology platform, asked more than 1000 US consumers to share their YouTube activity in the recent weeks of social distancing as a result of the COVID-19. People are flocking to YouTube for uplifting and mood-enhancing content. 80% of respondents go to YouTube to improve their mood. 69% find the platform’s content more uplifting than other channels. Over 70% of respondents want ads that both boost and align with their mood. Channel Factory Consumer Survey sheds light on contextual opportunities for brands. Channel Factory, a global technology platform, announced the results of a new survey that shows how people are flocking to YouTube for uplifting and mood-enhancing content. Entitled ‘Content consumption & consumer sentiment amid the Coronavirus pandemic’, the survey asked more than 1000 US consumers to share their YouTube activity in the recent weeks of social distancing as a result of the COVID-19 virus. Consumers go to

Aarogya Setu - How India's COVID-19 Proximity Alerts Work?

The Government of India has developed a mobile tracker app - Aarogya Setu - as part of their efforts to contain the spread of Corona virus in this country of 1.3 billion people. The app is available for both iPhone and Android phones. The Aarogya Setu app has already gone viral in India with more than a million downloads in a single day. The app has three parts: It contains a chat bot that guides you through a self-assessment test if you exhibit any COVID-19 symptoms. The app provides quick access to emergency phone numbers of health centers that are dealing with COVID-19 patients. The app will automatically alert you if you ever come near (or have crossed paths earlier) to a person who has tested COVID-19 positive. Proximity Alerts for COVID-19 - How the app works? The proximity alert feature in Aarogya Setu is the reason why people are so interested in this app but how does this work? This morning, a person who returned from Dubai about two weeks ago, tested positive

Can we trust automation in a time of crisis?

It’s a challenging time to be a marketer. Consumers are distracted, financial futures uncertain and volatility all but a guarantee. It’s a time when self awareness, realism and tact are crucial for success. We need to move fast, but controlled. Tomorrow is going to be different from yesterday, and two days from now different from today. Can we trust automation in a crisis? When everything is different depending on the hour, can we trust machine learning? Will our automation move fast enough and provide the insights we need? Should we revert to the good ol’ days of staring at the screen for 24 hours a day, watching metrics change in real time? Yes, automation can keep up with appropriate inputs. No, you should not revert to the stone age of SEM (even though my beard indicates otherwise). Each situation is different, so you must evaluate your own business under your own lens. Below are eight core elements to watch and adjust to ensure success for your search campaigns in a time of cris

Impact of in-house Lifetime Value model based on learnings from Lyft

Lyft’s business is a two-way marketplace of riders and drivers and every city has its own supply and demand needs based on several factors like traffic, weather, community events. etc. Managing marketing and engagement in a dynamic marketplace comes with its own unique set of challenges of how to set region-specific budgets, bids, incentives to match our needs with a certain degree of confidence in our forecasting models. The challenge of coordinating & scaling these campaigns led us on the journey to building our own marketing automation stack. We realized that by machine-learning focused automation of routine decisions, we can scale efficiently and create a data-driven self learning system. By automating routine decisions, we can scale more predictably and efficiently and free up marketers to focus on more creating aspects of their work like new channel exploration and messaging creativity.  For a company our size, we reached the inevitable juncture of build versus buy. Strategi

Making the most of your martech by better managing stakeholders

I’ve long been an advocate of balance and alignment within the Golden Triangle framework – people, process and technology – as prerequisites to the success of any business solution or strategy. Today I want to focus on the first part of the equation: your people. It is perhaps not nearly as exciting or trendy as the rapid evolution of tech, but the ways in which modern marketing leaders manage the growing number of stakeholders who rely on marketing data is critical. From customers and audiences to the practitioners/strategists who use martech to enterprise decision-makers and C-level executives (and even interdepartmentally) everyone in any type of organization should have an interest in marketing. At the very least into its insights and the business intelligence that marketing data can provide.  Here are a few tactical ways to better manage those various stakeholders, making the most of your martech to benefit each one.  Use data to drive decision making  The questions people ask

How the Paycheck Protection Program can save your agency, and your clients

This might be the greatest upheaval that the digital marketing industry has ever seen. There’s no doubt that online methods are more important than ever, but consumer demand is drying up.  Many clients have requested contract pauses, and signing new contracts will be difficult. It’s hard to find an agency or business that hasn’t seen a reduction in its revenue. The first step many of us would take is to cut staff and hours commensurate with this loss of revenue. It’s a cruel but often needed step to keep our business afloat in times of crisis.  However, starting August 3 there is an alternative that could help us keep our team and not kill our business. It’s the type of bridge that many of us are likely to need to keep our agencies functioning. It is known as the Paycheck Protection Program . The Paycheck Protection Program In the CARES act , a considerable amount of money (roughly $350 Billion) was put aside for loans to small businesses. On the surface, taking on debt with an unce

Marketing during a crisis and a recession

With the global spread of COVID-19 we’re now in a recession and no one really knows how long this will last. We’re no doubt experiencing some uncertain and even fearful times that have left many marketers scrambling to adjust to a new normal that can change by the day or even hour.  There’s no playbook for any of this.  All of the disruptions will need to be met with some changes, regardless of how your business has been impacted by the current events. Your customers are no doubt grappling with what’s happening, so your role in their lives will need to adjust. Here are some ideas on how to make the most of where we are in this moment: Advice for all brands Be agile in the short term, while keeping the longer-term strategy alive.  You may have to abandon certain campaigns for now or modify messaging and offers, but because we don’t know how long this situation will last, we need to be ready to pivot right back to our long term strategy. As quickly as this came on, it could go back

Tech Courses Gone Free! Make the most of your time at home

We are living in extraordinary times , locked down and trying to work from home. This could also be a good time to level up your tech skills and learn something new that could help in the future when things get normal again. Also see: The Best Websites to Learn to Coding Online The Best Online Teachers for Learning Web Development Learn Tech While You #StayAtHome To help you make the most of your time, I have curated a list of premium video courses that have gone completely free temporarily during the Coronavirus crisis. Pluralsight is among the world’s best online training platforms producing video screencasts around software development, machine learning and new technologies that are in demand. They have made their entire library free for the month of April and you don’t even need a credit card to register an account. Learn more . Recommended: Python for Data Analysts I am a fan of Udemy and some of the programming skills I have learned in through recent years are t