A national data privacy law could be taking shape. Here’s why that’s great news.

By Privacy

On January 1st, the California Consumer Privacy Act goes into effect. It’s the nation’s strictest privacy law yet and is paving the way for other states to act. The CCPA is the first of potentially many jurisdictional laws meant to protect U.S. consumers and will help close the gap between where laws currently are and where we believe they should be. And now there’s movement on a national scale: a wave of Senate activity that…

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How Fortnite changed the game for mobile app developers

By Marketing, Multi-Channel, Social Media

Recently, the makers of Fortnite took a wild chance, pulling their massively-popular game offline for 48 hours. Users spent lots of time staring at a “black hole,” and Epic Games, the maker of Fortnite, didn’t provide much information about what was happening. The lack of info only drummed up excitement, leading to countless streams, tweets, and articles. The New York Times covered the “black hole.” Variety hailed Fortnite’s “masterful stroke.” The general consensus was: by…

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Two key insights from our webinar on the future of digital marketing metrics

By Attribution, People-Based Marketing

Last week, we hosted a webinar on digital marketing metrics, and how we see the future of reporting shaking out. In short, we think there’s a problem with the current state of metrics, and offered what we see as some solutions. Let’s start with the problem(s). Only a quarter of ad spend ever hits real people, according to the Association of National Advertisers. A recent report from GroupM put the costs of ad fraud in…

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Black Friday is exciting for marketers… and also a bit terrifying

By Attribution, Multi-Channel

Black Friday and Cyber Monday are coming. That’s great news for retailers, small business owners, car dealers, big brands, and just about anyone with a product to sell or a message to push. Marketers of all types anxiously await November 29th. But Black Friday and Cyber Monday are also full of noise and pressure. (Note: we’ve got three simple ways to cut through that noise and pressure, which we’ll go over in our free webinar…

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paid search strategy

How to audit your paid search strategy and make sure you’re not wasting money

By Audience Insights, Data, Paid Search

Let’s talk about a free paid search audit. You know that paid search is vital to finding your next customer. And you’re familiar with the essentials of doing it right. But you still have specific questions about your paid search account and whether you’re capturing as many customers as possible with the budget at your disposal. Are you reaching the right people? Are your campaigns as targeted as possible? Where are you wasting valuable marketing…

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keyword strategy

Here’s how to use the single-keyword ad group strategy

By Multi-Channel, Paid Search

Though there are many different ways to approach structuring your paid search account, one approach stands out from the rest: single-keyword ad groups. Previously, we’ve talked about what exactly paid search is, and the essentials of doing it the right way. Now, we’re going to focus on the single-keyword ad group strategy. In short, single keyword ad groups create a one-to-one relationship between the keyword being searched and the ad copy that is eligible to…

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digital marketing metrics

Traditional marketing metrics are broken. Here’s what to look at instead.

By Marketing

The metrics that digital marketers have to deal with are bad. There, we said it. Open rates. CTR. Impressions. While offering bits and pieces of the story, none of these metrics actually tell you if a real person saw your message, engaged with it, and bought your product. Sure, old-school metrics serve a purpose — it’s nice to know when one email outperforms another, so you can take note of its subject line, for instance…

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