Since no analytics provider seems to have invented the perfect system to meet every need, we’re seeing an increasing number of advertisers using multiple systems together in order capture a wider set of data for reporting and optimization purposes. This is generally some combination of a search/display/Facebook technology provider and one or more analytics systems such as Google Analytics, Omniture, Web Trends, or Doubleclick. Each system requires some combination of dynamic parameters or URL redirects to capture the necessary data about a click and/or conversion, so there’s a science behind getting all the systems involved to work harmoniously. Multiple systems can function together if the following criteria are met: Custom parameters can flow through one system either onto the landing page or reports can be generated including custom parameters and imported into another system. URLs do not require redirects; or if a URL requires redirects, it does not have to be the … [Read more...] about Is Google’s Doubleclick Trying To Squash Search Technology Providers?
Last week, I heard Seth Godin speak to a group of agency executives about the future of marketing technology. Of course, if you follow Seth’s blog, you know that he almost never talks about technology per se. But he does talk a lot about customer behavior, organizational behavior and how technology is disrupting the old patterns of those behaviors and enabling new ones. “Destroying the perfect to enable the impossible” is how he characterized it. He bluntly told the audience that ad agencies are on the verge of destruction. The old model of buying mass media to sell mass market products is anachronistic in a world where the media “channels” that customers spread themselves across continue to multiply, with those channels serving ever more specific niches. And the products and services being offered are increasingly diversified, customized and tailored to fit. Seth’s new book, “We Are All Weird: The Myth Of Mass And The End Of Compliance,” … [Read more...] about Rethinking The Marketing Technology Gap To Improve Performance
Google has been displaying more than blue links in search results for a while now. And soon, users will be able to find more facts and direct answers to their queries on top of search results. This comes from the Wall Street Journal, which reported on an interview with Amit Singhal, a top Google search executive. Evidently, Google plans to provide more relevant results by “incorporating semantic search technology, the process of understanding the actual meaning of words.” Search Engine Land author and Ontologica semantic services provider Barbara Starr said, “It’s inevitable that lots of verified structured data will give rise to the ability of search engines to become answer engines.” And that’s happening now. Google wants to better match search queries with a database containing hundreds of millions of entities on people, places and things that the company has been collecting over the last two years, while focusing more on structured data. With … [Read more...] about Google Becomes Answer Engine With Semantic Technology − Great News For Retailers
What do 26,000 keywords tell us about the latest Google 7 change and the new Google SERP? Since August, Google has been serving for some keywords, SERPs with 7 organic listings, instead of the usual 10 listings as discussed in 7 Is The New 10? Google Showing Fewer Results & More From Same Domain. This fits in with what Google says is its ultimate goal - "Overall, our goal is to provide the most relevant results for a given search query as possible." While this change has caused an expected uproar from many a marketer, a large opportunity presents itself for brands that invest in universal search techniques. Not only can brand sites dominate the Google SERP with multiple results from a single site, but also negative content can be combatted and pushed out of the first page. Now that the 'dust has settled,' so to speak, I want to walk you through these changes and explain what this means to a search marketer. These recommendations are based on an analysis of SERPs, using a wide … [Read more...] about Google Lucky Number 7 – Differences in New Google SERP across Retail, Finance and Technology
In just two weeks, the largest vendor-agnostic gathering of professionals at the intersection of marketing and technology will happen in San Francisco — MarTech: The Marketing Tech Conference. MarTech’s two-track sessions will inspire you with real-life lessons, strategies and tips that you’ll bring back and implement in your organization immediately. Our recent speaker interview series previewed what you can expect at MarTech. Keep reading and register for MarTech to meet these speakers and many others! Customer obsession“Most of us in marketing technology have reached the point where we understand the ‘marketing stack’ and have enough of the technology in place that it’s time to focus on how we can best use this to enable our customer obsession.” — Rohit Prabhakar, Head of Digital Marketing Strategy & Marketing Technologies, McKesson Agile marketing“Marketing organizations need to change the way they work to drive … [Read more...] about In 2 weeks, the marketing and technology worlds collide — Don’t miss it!