Good morning, how credible is your social science data?

Last week at the MarTech Conference, Amos Budde from Civis Analytics highlighted ways in which marketers can avoid using bad data in their marketing efforts. Data is at the foundation of our digital marketing efforts, but often that data is faulty or underpowered – and many marketers don’t think twice before acting on it. From understanding the nuances of customer actions (as opposed to their survey responses) to adopting an “always-on” approach to credible data, Budde’s key considerations help provide a roadmap on how to avoid setbacks and erroneous outcomes in your marketing data strategies. 

Who is eligible to get a “verified” checkmark on YouTube? The video platform has recently updated its eligibility requirements for creator and branded channels, rolling out a new look that displays the verified checkmark icon more consistently across YouTube channel pages, search, and comments. Previously, YouTube extended verification to channels with more than 100,000 subscribers, regardless of the channel owner’s proof of authenticity.

Under the new rules, YouTube will verify prominent channels based on authenticity. The new verification program could help marketers to more efficiently identify and build relationships with influencers. For brands, the checkmark can help drive awareness by adding a layer of trust for viewers searching for authentic content.

Keep scrolling for more news, including a Pro Tip on how legacy metrics can limit your marketing efforts, an update on Facebook’s app development, and more. 

Taylor Peterson,
Deputy Editor

Pro Tip

Don’t keep making the same mistake with legacy metrics

“Many brands insist on using low-quality site metrics for no other reason than they were used in the past,” laments Gabe Davis of Merkle. “I once worked with a marketing executive who wanted to continue summing daily unique visitors across the company website in Adobe, because that is how the old Coremetrics platform worked (it did not offer de-duplication like today’s more advanced tools do). In doing so, the actual number of unique visitors was over-counted across the site by roughly 30% during the year. That error had a net-negative impact on expected revenue and growth targets, which were unachievable due to inflated visitor counts.”

“Sometimes legacy metrics make sense, particularly for benchmarking purposes. But it is critically important that you perform regular audits to ensure that all the metrics and reports you’re using to make site decisions are still appropriate, given the changing business environment.”

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How to track traffic quality and boost conversions

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Facebook Shorts

Facebook’s app review team has been busy … so has its app development group

Tens of thousands of apps suspended. Facebook VP of Product Partnerships Ime Archibong published an update on Facebook’s app review process and all the company has done to block malicious apps since news broke more than a year ago that Cambridge Analytica had used an app to harvest user data. The number of apps suspended by Facebook has grown from the 400 it reported in August of last year to now tens of thousands. 

“It is important to understand that the apps that have been suspended are associated with about 400 developers. This is not necessarily an indication that these apps were posing a threat to people. Many were not live but were still in their testing phase when we suspended them,” writes Archibong. 

He notes that it is not unusual for developers to submit multiple apps that never get rolled out — or the developer fails to respond to Facebook’s request for more information, resulting in the app being suspended. Archibong said that only in a few cases have apps been banned entirely. On top of Facebook’s recent updates to app reviews, a process that involves much more strict guidelines than before, developers also must now comply with the FTC’s rules which require developers to certify they are in compliance with Facebook’s policies on an annual basis. 

Facebook greenlighted 2 new apps for teens. Facebook’s NPE (New Product Experimentation) Group, which is tasked with building new products from scratch, recently released two new Facebook-owned apps — Bump and Aux, according to The Information. The apps were both made available via Apple’s Canadian App Store in August and looked to be aimed at teen users. The Daily Dot reported the Bump app is designed as a “matchmaking app for connecting students from the same school” and that the Aux app, which has already been removed from the app store, integrated with Spotify and Apple Music.

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Skirmishes Rage On The Brand Safety Battlefield – Forbes

Google to spend $3 billion on European datacenters – VentureBeat

Twitter discloses another 10,000 accounts suspended for fomenting political discord globally – TechCrunch

We analyzed 75,000 YouTube campaigns. Here’s what we learned about using demographic data – Think with Google

76% of ad execs haven’t placed ads on Snapchat, study says – Mobile Marketer

Google chief Sundar Pichai warns against rushing into AI regulation – Financial Times

Zuckerberg Meets Trump at White House With Facebook on the Defensive – Bloomberg