Removing The Fog From The Marketing Cloud

Another foggy day in the marketing technology cloud. Consider this: just 20 years ago, a retailer having a website was a huge novelty. Back then, the main purpose was to connect customers to service reps or find a store, and it took years before you could effectively showcase and optimize products like you can today with a marketing cloud. [caption id="attachment_90111" align="aligncenter" width="600"] Another foggy day in the marketing technology cloud.[/caption] Websites and e-commerce have evolved in the past 20 years largely due to third-party technologies. These technologies have helped optimize the overall brand experience, build cus [...]


Appsee Offers Heatmaps, Other Unique In-App Analytics

shutterstock_195165404-apps Last week, comScore released data showing that time spent with mobile apps now (amazingly) represents 51 percent of all digital media time. Brands, retailers and publishers thus have a great deal at stake in creating apps that are engaging and able to retain users. Aiding in that effort, there are quite a few companies providing mobile analytics that track various user-engagement metrics. In an early 2013 survey of "eBusiness professionals" by Forrester Research, the firm found that "only 46 percent had implemented a mobile analytics solution." In what appears to be sponsored researc [...]


How Universal Analytics Is Different And What You Should Be Doing Now

logo-ga-upgrade If you've been using Google Analytics (GA) as your analytics solution over the past year or so, you've probably noticed that Google has been promoting its new analytics solution called "Google Universal Analytics" (UA). UA was in beta for well over a year. On April 2, 2014, it was moved from beta to production. While Google is treating this as the "re-imagining of Google Analytics," there are many new features and technologies behind it. How do the new features and technology behind UA impact what you're doing today? For everyone, there is no visible impact beyond the constantly chang [...]


Influencer Marketing Tools That Will Power Your Content In The Future

influencer_megaphone Influencer marketing is redefining the power of voice. Leveraging the clout of authoritative, influential voices can be the difference between a ripple and a tidal wave. This relatively new form of marketing has emerged from the intersection of public relations and social media, where the focus is less on the target market as a whole and more on a subset of individuals with a natural megaphone. Influencer marketing identifies writers and contributors with a large audience and orients marketing activities around their voices. In "The Tipping Point," Malcolm Gladwell poignantly illustra [...]


Yext Gets $50M In Venture Funding, Moving It Closer To An IPO

Yext logo Geo-marketing software provider Yext announced on its company blog today it has secured $50 million in venture funding. CEO Howard Lerman told AdWeek, “This is the last round before we go public." Led by Insight Venture Partners and including Marker LLC Institutional Venture Partners and Sutter Hill Ventures, the funding will be used as primary capital to invest in research and development. Yext says its geo-marketing software helps marketers manage business listings across various platforms, including maps, directory sites, social media and apps: If you’ve ever found the wrong i [...]


Hootsuite Rebrand Adds New Content Suggestion & Publishing Tool

HootsuiteLogo Popular social scheduling tool Hootsuite ruffled a few feathers today ... feathers in their logo, that is. The company has rebranded their logo and, more importantly for marketers, added some significant features. The new look Hootsuite comes with simple beta content discovery and publishing tool for pro or enterprise users that makes finding and scheduling a breeze. This path is one that's become well traveled in social these days. This content discovery move follows similar implementations from Buffer and Klout. Putting a focus on discovery is a smart move by Hootsuite as the benefit p [...]


Is It The Site, Or Is It The Analytics? Debugging Google Analytics

The Tag Assistant Extension in the Chrome Web Store As I've said in previous columns, marketers can no longer rely on their communication skills alone to get the job done. They must become scientists of a sort, skilled at measuring and reporting on their digital properties. The tools now exist to help us learn so much about our visitors. But, to paraphrase a famous quote, "With great power comes great potential to screw up." The only thing more heartbreaking than a poor converting website is a high-converting website with broken analytics. Are you getting the credit you deserve? Is a bad analytics setup hiding your true performance? I [...]


Origami Logic Launches Enterprise Marketing Intelligence Platform For Cross-Channel Analysis

Origami Logic marketing campaign reporting platform Today, Origami Logic released its new Marketing Intelligence Platform to help enterprises aggregate and analyze their online marketing activities in real time.  The platform is designed to help marketers move away from cumbersome data collection and spreadsheet reporting and to make faster, informed decisions. Opher Kahane, Origami’s founder and CEO said in the announcement, "With our Marketing Intelligence Platform, we make it easy for brand marketers to measure the performance of their activities, no matter where they are being executed. This significantly closes the feedback loop, [...]


Message Bus Releases Email Platform Update Featuring Real-Time Analytics

Message Bus Email Platform Update Message Bus, which launched in 2010 to provide cloud-based email infrastructure, today announced the launch an update of its email platform for high volume email senders. The company focuses on email deliverability and reputation management. The Message Bus platform allows marketers to segment emails by distinct types -- transactional, marketing, social, etc -- and send them through separate "Channels" to minimize red flags and delivery problems and provide cleaner reporting. Message Bus also deploys automated reputation management for each dedicated IP. Paul Midgen, Message Bus' CEO and [...]


Is Our Industry Finally Maturing? Thoughts From Internet Week NY

logo_IWNY_2-bigger For many a year at many a major seasonal conference, seasoned attendees would look around and see no end to the hype. While legitimate, long-standing business themes -- integrated marketing, leveraging your media mix, standards, attribution and allocation and, of course, ecosystem "complexity" -- always get their airtime... we often see sort of a hazy frenzy around a few new bright shiny objects. For a while, that was search, and then social had its day. Then it was mobile. It stayed mobile for a while. Next up, we swirled around programmatic. Then it was Big Data. But, it seems to m [...]


Bitly Warns About Compromised Accounts, Disconnects Facebook & Twitter For All Users

Bitly Fish Bitly, a popular link shortener used by many in the marketing industry, issued a warning late Thursday that accounts may have been compromised. The company has taken steps to minimize any damage, and is asking users to reset accounts for added security. In its announcement, Bitly says that there's no indication that any accounts have been accessed without permission, but "users’ email addresses, encrypted passwords, API keys and OAuth tokens" may have been compromised. Those credentials are what Bitly uses to allow connections between its user accounts and third-party sites (like social n [...]


Marin Software Names David A. Yovanno As CEO, Reports Q1 Revenue Up 33 Percent

Marin Software logo Today, Marin Software announced David A. Yovanno will be filling the CEO role being vacated by founder Chris Lien, who will assume the role of Executive Chairman. The company also released its first quarter earnings report for 2014, showing revenues increased 33 percent to $22.8 million, up from $17.2 million the previous year. Lien founded Marin in 2006. The company operates a Revenue Acquisition Management platform -- a campaign management solution for advertisers and agencies to manage search, display, social and mobile campaigns from a centralized platform. Marin claims $6 billion of ad [...]


Oracle Pools Its Acquisitions, Enters The Marketing Cloud Arena

oracle-logo Oracle has launched the Oracle Marketing Cloud, a platform combines the capabilities of its acquisitions such as Eloqua, BlueKai, Compendium and Responsys along with Oracle's Social Cloud. Now GM of the Oracle Marketing Cloud, Kevin Akeroyd said in the announcement that the new platform offers "a unified Modern Marketing platform with integrated cross-channel marketing, content marketing, social marketing, and data management for enterprise B2B and B2C". Oracle joins Adobe, IBM and Salesforce among others in the push to provide a comprehensive cloud-based marketing platform. These market [...]


ExactTarget Marketing Cloud Launches Social Studio, A New Enterprise-Level Platform

salesforce exacttarget logo Saleforce's ExactTarget Marketing Cloud, the super group of social media marketing providers, today announced the launch of new social dashboard, Social Studio. A product of Buddy Media and Radian6, social publishing and analytics companies that Salesforce acquired in 2012 and 2011, respectively, Social Studio is being billed by Salesforce as the Swiss Army knife of social platforms. “Buddy Media and Radian6 pioneered social marketing software, and we are reinventing it today with the launch of Social Studio,” said Salesforce ExactTarget Marketing Cloud CMO Michael Lazerow said i [...]


Your Guide To All Things Hashtag Analytics & Optimization

Diet Coke #ShowYourHeart Campaign Hashtags. You've heard people talk about them, you've seen them on Twitter, but have you added them to your marketing toolbox? If not, let me show you how you can use hashtags to turbocharge your marketing efforts. [youtube]https://www.youtube.com/watch?v=57dzaMaouXA[/youtube] #Origins The present use of hashtags dates back to 1988, when early internet users began including them in messages on the popular chat platform IRC. They were used to group messages, images and videos into categories. Hashtags reappeared on Twitter in 2007 when Nate Ritter used the hashtag #sandiegofire at the e [...]


360i Claims Its New Search Optimization Tool Removes Mystery Around AdWords Quality Scores

360i-agency-logo Digital marketing agency 360i announced today it has launched a search marketing tool to monitor paid search campaigns. 360i claims its new Digital Nervous System, or DNS, can help marketers better understand their brand's Quality Score assigned by Google, and adjust their campaigns for better results. "There are already scores of optimization tools that enable teams to work faster," said 360i president Jared Belsky, "But what was missing was a technology that unlocks Quality Score - the central nervous system of Google's auction." According to the announcement, 360i's new platform re [...]


Google Analytics Makes It Possible To Share More Assets Via Its Permalink Solution

Google Analytics Sharing feature Google Analytics announced it's now possible to share more assets using the Permalink Solution. "Permalink has been around for a while as a means to share assets. We just enabled new asset classes - such as goals - to be shared via this functionality," said Google Analytics product manager Stefan Schnabl. According to the announcement, segments, goal tracking, custom channel groupings and custom attribution models now can be easily shared using a unique URL, in addition to Dashboard and Custom Reports. Google confirms any assets shared via the link will remain private, and can only be [...]


BrightRoll & Ifbyphone Announce Analytics Product Upgrades

analytics-600 Video advertising platform BrightRoll and voice-based automated marketing solution Ifbyphone both announced upgrades to their analytics offerings today. After recently partnering with Moat to deliver third-party viewability metrics, BrightRoll said it has entered into an agreement with comScore and Nielsen to integrate measurement analytics from each company. "For the first time, advertisers will be able to plan, target and optimize campaigns to maximize in-target delivery and validate performance with independent reports," said BrightRoll CEO Tod Sacerdoti. With the new data integration [...]


How Estimated Reading Times Increase Engagement With Content

clock-time-600 How much time does the average adult in the United States spend with digital media every day? According to an August 2013 estimate by eMarketer: 5 hours and 16 minutes. Calculated another way, that's 316 minutes per day. How many of those 316 minutes do they spend reading your content? Estimated Online Reading Time Basic website analytics can give you an idea with time-on-site and bounce rate metrics. A more sophisticated analytics implementation could tell you exactly how far down on the page your readers get, and how long it takes them to get there. But, if you just tell readers [...]


IBM To Acquire Marketing Solutions Provider Silverpop For Undisclosed Amount

IBM Digital Marketing Network IBM released a statement today confirming it has entered into an agreement to acquire email and marketing automation solutions provider Silverpop for an undisclosed amount. Originally launched as an email marketing company, Silverpop has evolved its offering to include marketing automation and personalization solutions. Listing brands like Mazda and Stonyfield Farm as Silverpop customers, IBM says the acquisition will extend its client base by 8,000 organizations across 50 countries, as well as add to its portfolio of more than 100 SaaS solutions. “Now, nearly any marketing, commerc [...]


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