When AI and analytics drive business disruption vs. hype

Original Post: http://feeds.marketingland.com/~r/mktingland/~3/ZyTX5B12pio/ai-analytics-drive-business-disruption-vs-hype-198357

What is artificial intelligence (AI), and how can it be applied to marketing? Columnist Sean Zinsmeister explains how AI manifests itself in the marketing and analytics realm to interpret data, produce insights and streamline workflows.

Please visit Marketing Land for the full article.

The Beginner’s Guide to Performing a Local SEO Audit

Original Post: http://feedproxy.google.com/~r/crazyegg/~3/BNvZ3XihsLI/

google local seo audit

Local SEO works a little differently than the mainstream version. It uses some ranking factors that simply don’t show up in ordinary SEO, and some techniques are different too. That makes sense, since the buyer journey is often very different too. Local buyers are often searching from somewhere close by, they’re likely to make purchases soon and they’re interested in local information like phone numbers and directions. Before you can set out to be successful at local SEO, you need to know where you are. That means you need to audit your local SEO, onsite and off, and check that…

The post The Beginner’s Guide to Performing a Local SEO Audit appeared first on The Daily Egg.

Falling in Love With Measurement

Original Post: http://feedproxy.google.com/~r/blogspot/tRaA/~3/LCqlcJlNfQM/falling-in-love-with-measurement.html

Why aren’t more marketers measuring their campaigns? 

If Marketing and Measurement had a relationship status in today’s mobile-first world, it would be: “It’s complicated.” They’ve been sitting at the same table at lunch, there’s been some small talk in the hall … but they haven’t really gotten comfortable together.

Which is a shame, because these two are perfect for each other.

Connecting the dots 

Consumers often have dozens or even hundreds of digital interactions before they buy something today. The sheer amount of data created is staggering. There are more than enough dots to be connected for full visibility into the customer journey.

But, as much data as marketers collect today, the truth is many still struggle to make sense of it all. In some companies, you could say Marketing and Measurement find themselves sitting at opposite ends of the couch.

Only 5 out of 10 marketers said they think about measurement while developing campaign strategy, a recent survey of marketing decision-makers shows.1 If you don’t define your measurement goals from the beginning, you may not collect the right data — and understand what’s working and what isn’t.

Marketing and Measurement should get cozier sooner: at the front-end of the campaign process, while developing strategy. Yet, too many marketers said they think about measurement while building materials and assets (nearly 16%), after the campaign has deployed (9%), or even after the campaign has finished (nearly 6%). What’s more, 16% of the survey respondents said they don’t measure their campaigns at all.2

Clearly, it’s time for a relationship makeover. If you’re ready to play matchmaker in your own organization, try starting a strategic conversation between Marketing and Measurement with these three questions:

  1. Are we measuring the consumer interactions that really matter?
  2. How quickly can we spot the key insights hidden in this data?
  3. How do we turn those insights into better customer experiences? 

When we close the gap between Measurement and Marketing, we can not only answer the question “How are we doing?” but also the more important question, “How can we do better?”

Going steady 

It doesn’t have to be complicated. When Marketing and Measurement go hand-in-hand throughout the customer journey, it can lead to more useful insights, higher revenues, and better experiences for everybody.

As Matt Lawson, Google’s Managing Director of Ads Marketing, says, “Measurement isn’t what happens at the end; it’s where the smarter and more successful future begins.”3

Download “Measuring Marketing Insights,” a collection of Harvard Business Review articles offering best practices and insights on measurement, analytics, and how to turn data into action. 

1-2Source: Google Surveys, “Measurement in Campaign Timeline”, Base: 1,092 marketing executives, U.S., August 2016.
3Harvard Business Review, “Rethink Measurement From the Ground Up,” sponsor content from Google Analytics 360 Suite, August 2016.

5 steps to optimizing your site for Google’s mobile-first index

Original Post: http://feeds.marketingland.com/~r/mktingland/~3/UiJrVEmlPfw/5-steps-optimizing-site-googles-mobile-first-index-198225

Now that Google is officially testing a mobile-first index, columnist Ryan Shelley believes it’s well past time to get aboard the mobile-friendly train. Here, he provides some tips to get you started.

Please visit Marketing Land for the full article.