Category Archives: Media Coverage

The End Of Advertising As We Know It—And What To Do Now

AKQA’s Rei Inamoto argues that the thing we call advertising is over and offers four guidelines for moving into the next era, when 365-day connection, people-focused stories and business invention are key.

“How are we supposed to judge a creative idea versus a product idea?”

This was a question that surfaced during one of the many long judging sessions last week in the South of France where I got to preside over the Mobile category, one of the sixteen categories at the Cannes Lions International Festival of Creativity .

It caused quite a stir in the jury room. Some strongly argued that creative ideas and product ideas should not be in the same category while others countered that real users don’t necessarily differentiate the two. Whether it’s a campaign or a product, brands are vying for people’s time. Another juror posed a slightly more existential question: Why would we assume “campaign” ideas are “creative” and “product” ideas are not?

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Study: Google Local Carousel Results Win 48% Of Clicks, While Only 14.5% Of Clicks Were On The Map

When using heatmaps to gauge interest levels for Google Local Carousel results, search marketer Matthew Hunt discovered that 48 percent of searchers surveyed clicked the Carousel results, while only 14.5 percent clicked on the map. Using the search term ‘Chicago Restaurants,’ Hunt asked…

Please visit Search Engine Land for the full article.


Written by: Amy Gesenhues at http://searchengineland.com/study-google-local-carousel-results-win-48-of-clicks-while-map-only-earned-14-5-of-clicks-164925?utm_source=feedburner&utm_medium=feed&utm_campaign=feed-main

What the Most Famous Brands Are from Each State

What the Most Famous Brands Are from Each State

When you close your eyes and think of California, what famous brand comes to mind? Is it Apple? Facebook? Google? Or some movie studio? What about Texas? New York? Florida? These are the most famous brands of each state. The Corporate States of America, if you will.

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Written by: Casey Chan at http://gizmodo.com/what-the-most-famous-brands-are-from-each-state-568455852

Full Credit Measurement: Attribution with Google Analytics

As we’ve discussed in many previous posts, the customer journey is evolving — most consumers will interact with many different marketing channels before a sale or conversion. And marketers are recognizing this shift in consumer behavior. Instead of “last click” measurement, a strategy that only gives credit to the final interaction, they’re turning to full credit measurement. To help you make sense of the full customer journey, we’ve been focused on bringing you the very best full credit measurement tools in Google Analytics.

Nearly two years ago, we announced our first Google Analytics attribution product, Multi-Channel Funnels. With its ability to measure customers’ different paths to conversion, it quickly became one of our most popular reports for advertisers and publishers alike. We’ve seen great results from our users, including online travel agency On the Beach, who used data from the Multi-Channel Funnels reports and AdWords Search Funnels to explore and adjust their strategy for generic keywords. These attribution adjustments helped On the Beach to drive a 25% uplift in ROI — see the full case study here.

Beyond Multi-Channel Funnels, we also wanted to provide our users with an advanced platform for testing entirely new, more robust attribution strategies, including the ability to test alternative models or understand how metrics, such as site engagement, could impact their existing investments. So last year we released our Attribution Modeling feature — the Model Comparison Tool.

After several months of testing on a public whitelist, we’re now in the process of rolling out the Attribution Model Comparison Tool to make it generally available to Google Analytics users without whitelist.  To reflect the importance of attribution, we also created a new “Attribution” section under the “Conversions” reports, so the tool will be found there.

Be sure to check out a previously recorded webinar with Product Manager Bill Kee for a complete walkthrough of the Attribution Model Comparison Tool, or view our multi-part attribution webinar series covering our entire selection of full-credit measurement tools.

Posted by Sara Jablon Moked, Product Marketing Manager, Google Analytics


Written by: Adam Singer at http://analytics.blogspot.jp/2013/06/full-credit-measurement-attribution.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+blogspot/tRaA+(Google+Analytics+Blog)

Data Analysis for SEO: Industry KPIs For A Mature Industry

As we move closer to the 20th anniversary of the launch of public search engines, a key industry trend in search marketing is the long called-for move to placing transparent, objective & measurable KPIs at the heart of search marketing, social & content campaigns. What KPIs give you an…

Please visit Search Engine Land for the full article.


Written by: Chris Liversidge at http://searchengineland.com/data-analysis-for-seo-industry-kpis-for-a-mature-industry-162797?utm_source=feedburner&utm_medium=feed&utm_campaign=feed-main