Plotseling en ruw. Dat was mijn kennismaking met Google Analytics 4. Er zijn deels nieuwe rapporten, zónder de bekende bounce- en uitstappercentages. En mét onder andere ‘betrokkenheid’ en ‘scrolls’. Google Analytics 4 is een stap van bereik naar betrokkenheid. Je krijgt meer inzicht in de daadwerkelijke interactie en acties van bezoekers. Fijn dat daarvoor niet altijd extra code meer voor nodig is. En het gelukkigst werd ik van….. de zoekfunctie. Die is gebleven en heeft me goed geholpen.
Bianca van Felius schreef eerder ook al over hoe begint met Google Analytics, maar we frissen hier je geheugen nog even op. Voor wie al een Google Analytics-account heeft is het eenvoudig om over te gaan naar Google Analytics 4. Toch is het niet aan te raden je bestaande account zonder verdere backup te upgraden. De meetechniek van GA4 is helemaal nieuw. De bekend ‘hits’ en ‘pageviews’ zijn vervangen door ‘events’. Met als gevolg dat historie uit het huidige account op dit moment niet meegenomen wordt. Een betere optie is een nieuwe property aanmaken. Je krijgt dan de optie te upgraden naar GA4.
Lees deze blogpost van NIMA SMP Nick Nijhuis op
A huge majority of global marketing leaders (95%) believe digital media must become more reliable, according to a new survey from the CMO Council, which confirmed widespread industry dissatisfaction with digital media platforms.
The study, entitled Engage at Every Stage: An Investigation of Video Activation, also revealed that ongoing news coverage about inaccurate, questionable and false digital media reporting have already caused 21% of marketers to cut back on their advertising spend.
What’s more, over 70% of brand leaders reported that negative news headlines have had an impact on their budgets, according to the poll of 233 senior marketing executives conducted in partnership with ad tech firm ViralGains.
Lees dit artikel op WARC
Jeremy Epstein, CEO of Never Stop Marketing, a boutique marketing agency for blockchain startups, and one of the world’s foremost authorities on the adoption of blockchain and decentralized technology in advertising and marketing — and speaker at the upcoming MarTech conference too — just released the second edition of his blockchain marketing technology landscape.
Jeremy has mapped all the blockchain-powered and “decentralized” ventures in the adtech and martech space into the categories of the global marketing technology landscape.
It lets us see which categories are growing, such as display advertising, search and social advertising, native and content advertising, advocacy and loyalty, influencers, identify and CRM, ecommerce platforms, and more.
Lees verder op Chiefmartec
Highly creative, commercially savvy and digitally literate – just some of the attributes required of marketers in 2017. And it doesn’t stop there. Over the past few years there have been a growing number of calls for marketers to add ‘competent coder’ to their skill set.
But is coding really intrinsic to a marketer’s job, and if not, should it be?
As marketing becomes inherently more analytical in nature, rooted in rich data and insight, marketers need to understand how their websites function in order to better optimise the customer journey.
One voice in favour of marketers coding is Ryanair CMO Kenny Jacobs who argues the next generation of CMOs will need to be able to build their own websites.
“Marketers should absolutely be able to look at a website and know how that website is working and the code behind it,” Jacobs tells Marketing Week.
Bron en volledig bericht MarketingWeek
Would you agree that advertising is one facet of marketing?
Yes? Okay, then advertising technology (adtech) is naturally one facet of marketing technology (martech). If you like diagrams, you can visualize adtech as a small circle contained entirely within a larger circle of martech. Adtech is a subset of martech.
But for years, people have been propagating the notion that adtech is a field separate from martech. In diagram form: two circles that don’t even intersect, or at most, overlap only a little bit.
Bron en volledig bericht: Chiefmartec
Say goodbye to mundane, repetitive tasks in the workplace: Automation is finally taking off.
Marketers, specifically, are tapping into the power of automation, freeing themselves from the more, well, robotic tasks so they can get their creative juices flowing. Automation solutions, such as artificial intelligence and machine learning, are creating new efficiencies and helping marketers optimize their communication efforts to focus on their most valuable customers.
Read on for a better understanding of the state of marketing automation.
1. Modern technology could automate 45% of the activities people are paid to perform, and about 60% of all occupations could see 30% or more of their activities automated.
2. On average, 49% of companies are currently using marketing automation, with more than half of B2B companies (55%) adopting the technology.
3. 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels.
Bron en volledig bericht CMO.com