“If you don’t know where users come from and you don’t analyze segments, then you are missing out on conversion opportunities,” says Luca Tagliaferro of Future Fit Training. Here are some segments he recommends exploring:  “1) Devices – with so many devices available to visitors, you can spot differences in conversion rates. 2) Referral website – customers that land on your website from a trusted partner is more likely to convert. 3) Traffic sources – if you do any promotions or lots of work for SEO, this segment will show you the differences. 4) Blog landers – content marketing is very important, right? So, make sure to check this segment and see if your content helps with conversions. 5) Paid channels – especially if you run paid ads, make sure they bring conversions.”

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There are lots of moving pieces in PPC campaigns and that can make it challenging to pinpoint the cause when performance changes. We share the tools to make the process of discovery faster.

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Much has been written about the increasing importance of machine learning and AI and how they affect ranking algorithms and the presentation of search results. While it’s true that these are important factors, they’re largely beyond the ken of traditional tactics used by SEOs to influence results.

That’s not the case with schema and structured data, however, according to a recent exhaustive study of ranking factors conducted by SEMRush. Search engines are relying more and more on markup, not just to understand what content is about but to validate authenticity and authority.

And if you’re hungry for those “position zero” featured snippets, real-estate in the knowledge panel or inclusion in spoken results from search assistants, you should be focusing heavily on the excellence of your structured data.

During the What’s New With Schema & Structured Data session at SMX Advanced, you’ll hear from Search Engine Land contributor Max Prin and Microsoft Senior Program Manager Cata Milos discussing recent developments that drive both Position Zero/featured snippets in the SERPs and answers to voice queries on intelligent assistants on devices.

They’ll also offer:
– Advanced tactics that ensure your sites rank well by making content accessible to search engines.
– Tips on how to implement, test and validate structured data.
– Advice for how to future-proof content to avoid getting left out of the voice search conversation.

Both Max and Cata will also participate in Overtime, where they’ll be available to personally answer any and all questions you may have. Check out the full SMX Advanced agenda and register now.

Liz Taylor has been named chief creative officer for Leo Burnett Worldwide, staring July 8. She will be based in Chicago and will lead creative direction for the global agency. In addition to serving as the chief creative officer, Taylor will also take on the role of North American creative lead for Publicis Communications and partner with Publicis Groupe chief creative officer Nick Law and the firm’s chief strategy officer Carla Serrano. “Her role is a new one that will straddle the Leo Burnett network and the Groupe’s broader creative capabilities,” said Law. Before joining Leo Burnett, Taylor was chief creative officer for the Chicago ad agency FCB.

The out-of-home media agency Talon has hired Kristy Day as director of client management in the U.S. She will be responsible for developing new business and assisting with all OOH campaign and media buying. “With the addition of Day, our company’s ability to service its clients with one-of-a-kind initiatives is stronger than ever,” said Talon chief revenue officer Aaron Gaeir. Day comes to Talon after 15 years with Lamar Advertising where she led digital innovation and national digital sales, transit and airport OOH teams.

The Madison, Wisconsin-based ad agency Shine United has promoted group account directors Emily Bohochik and Nick Newlin to vice president. The two executives will also be joining the agency’s ownership group. “They have been instrumental in driving growth and innovation on behalf of our clients, as well as finding myriad ways to make Shine a better, stronger agency — in terms of who we are, how we operate and the methods by which we service our clients,” said Shine CEO Curt Hanke. Bohochik has been with Shine for nine years, and Newlin has been with the agency for 15 years. As part of the ownership group, they will join Shine’s founders Curt Hanke, Mike Kriefski and Chad Bollenbach, along with John Krull who was named partner in 2014.

George DuRant has joined LHWH Advertising & Public Relations as the agency’s senior brand architect. After serving on the client side for the North Myrtle Beach Chamber of Commerce and Convention and Visitors Bureau, DuRant comes to LHWH ad agency with more than 30 years experience building marketing strategy, communication plans and brand management directives. “With all of the international recognition LHWH has received in the last few years, bringing George into the fold will give us more opportunity to serve additional clients with our digital media expertise, our suite of creative services and our PR capabilities,” said LHWH president Andy Lesnik.

TikTok’s ad load has increased, but the quality remains low – Digiday

Mobile marketing efforts of retailers disappoint C-suite execs  – Retail Dive

Marketing-Mix Modeling: A Cure For Short-Termism And The Obsession With Performance Marketing – AdExchanger

The Privacy Revolution In Digital Is Unstoppable – Forbes

EU regulators to decide on IBM’s $34 billion Red Hat bid by June 27 – Reuters

Facebook still a great place to amplify pre-election junk news, EU study finds – TechCrunch

Airbnb teams up with 23andMe to recommend heritage travel destinations – VentureBeat