{"id":16872,"date":"2017-05-17T08:25:12","date_gmt":"2017-05-17T15:25:12","guid":{"rendered":"http:\/\/claravine.com\/?p=16872"},"modified":"2024-08-30T21:54:23","modified_gmt":"2024-08-30T21:54:23","slug":"tracking-first-newsletter-may-17-2017","status":"publish","type":"post","link":"https:\/\/www.claravine.com\/tracking-first-newsletter-may-17-2017\/","title":{"rendered":"Claravine Newsletter: May 17, 2017"},"content":{"rendered":"

Take a look here<\/strong><\/a>, to see what we\u2019re reading and talking about. Some of the headlines:<\/span>
\n 
\n—<\/span>Marketing Technology May Never Consolidate (But That’s a Good Thing)<\/a><\/span>
\nMarketing technology has consolidated to the point where it looks like a pyramid: a few billion-dollar giants on top, dozens of $100 million firms at the next level, and thousands of companies with less revenue below that — with that number increasing steadily. By revenue distribution, the industry is consolidating. But by number of firms, it’s expanding: a common market structure in the digital age known as a “<\/span>long tail<\/span><\/a>.” The result could be a market that is consolidated at the platform level, with diverse specialized products available to plug into those platforms.<\/span>\u00a0<\/span>Ad Age<\/a><\/strong> \u00a0(4\/17\/17)<\/span><\/span>
\n\u00a0<\/strong><\/strong>
\n—<\/span>What your paid search KPI says about you<\/a><\/span>
\nThe great thing about paid search is that you can measure multiple metrics simultaneously. But you can\u2019t effectively measure progress against more than a handful of variables over time — it\u2019s important to be intentional about where you put your focus. You\u2019ll need to choose what\u2019s most important to your brand. It makes sense to take into account metrics like impression share, to see how visible ads are for particular keywords.\u00a0<\/span>Search Engine Land<\/a><\/strong> \u00a0(4\/27\/17)<\/span>
\n\u00a0<\/strong><\/strong>
\n—<\/span>Social Listening Is More Than Vanity Metrics (Report)<\/a><\/span>
\nEffective social listening means using social data to inform your strategy, and moving away from vanity metrics. Likes, shares, stream views and follows may look good, but they don\u2019t create meaningful feedback. What\u2019s more, businesses that only listen for their brand or product name miss out on relevant conversations among customers and prospects that could easily lead to conversions.\u00a0<\/span>Ad Week<\/a><\/strong> \u00a0(4\/19\/17)<\/span><\/span>
\n—<\/span>Ethics In User Experience Design<\/a><\/span>
\nAs a normal part of their daily browsing routine, the best UI designers effectively \u201chack\u201d into the thought patterns of web users. When designers succeed, it often results in the success of the product itself. Author Hila Yonatan argues that this constitutes an ethical challenge, from the moment the user crosses the line of seemingly-motiveless decisions that serve their own interests, to serving the interests of the system. She offers guidelines for designing responsibly.\u00a0<\/span>Usability Geek<\/a><\/strong> \u00a0(4\/4\/17)<\/span><\/span>
\n\u00a0<\/strong><\/strong>
\nBig data security, privacy becomes a concern for marketing analytics<\/span><\/a> \u00a0Tech Target \u00a0(10\/11\/16)<\/span><\/span>
\nIn today’s data-driven world, it is impossible to do marketing without data and analytics. The<\/span> <\/span>proliferation of new consumer-centric technologies and IoT devices<\/span><\/a> is creating a world deluged with information, creating new opportunities — and challenges — for marketers.\u00a0<\/span>Tech Target<\/a><\/strong> \u00a0(10\/11\/16)<\/span><\/span>
\n\u00a0<\/strong><\/strong>
\nWhy your explainer video matters to your B2B customers<\/span><\/a> \u00a0Tubular Insights \u00a0(5\/1\/17)<\/span><\/span>
\nIf some B2B marketers still aren\u2019t using video content in their marketing, the data indicates they probably should be:<\/span> <\/span>54 percent of senior executives<\/span><\/a> report sharing work-related videos with their teams every week. Video works as a medium because our brains are attuned to storytelling; a good narrative can catch your prospect\u2019s attention in a more personal way and help them remember it longer.\u00a0<\/span>Tubular Insights<\/a><\/strong> \u00a0(12\/16\/10)<\/span>
\n
\n4 Keys to Improving Your Analytics Team<\/span><\/a> \u00a0CMS Wire \u00a0(5\/2\/17)<\/span><\/strong>
\n 
\nNewsletter Archive:<\/span>
\nMarch 2017<\/a>
\nJanuary 2017<\/a>
\nNovember 2016<\/a>
\nSeptember 2016<\/a><\/p>\n

<\/h1>\n","protected":false},"excerpt":{"rendered":"

Take a look here, to see what we\u2019re reading and talking about. Some of the headlines:   —Marketing Technology May Never Consolidate (But That’s a Good Thing) Marketing technology has consolidated to the point where it looks like a pyramid: a few billion-dollar giants on top, dozens of $100 million firms at the next level, and thousands of companies with less revenue below that — with that number increasing steadily. By revenue distribution, the industry is consolidating. But by number of firms, it’s expanding: a common market structure in the digital age known as a “long tail.” The result could be a market that is consolidated at the platform level, with diverse specialized products available to plug into those platforms.\u00a0Ad Age \u00a0(4\/17\/17) \u00a0<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[49],"class_list":["post-16872","post","type-post","status-publish","format-standard","hentry","category-marketing"],"acf":[],"yoast_head":"\nClaravine Newsletter: May 17, 2017 - Claravine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.claravine.com\/tracking-first-newsletter-may-17-2017\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Claravine Newsletter: May 17, 2017 - Claravine\" \/>\n<meta property=\"og:description\" content=\"Take a look here, to see what we\u2019re reading and talking about. 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