Monthly Archives: July 2019
Click maps are a great way to visually see where visitors are clicking on a page. Google Analytics provides click map under Content –> In-Page Analytics (See below).
Click on In-Page Analytics and the first page that you will see is your site’s home page. To view a different page, either click on a link on the home page (still within In Page Analytics) or select a page from drop down available on top left (see below).
- Select click, goal value or a goal to display on click map and also a threshold from the drop down next to it.
- Show Bubbles – this shows the orange bubbles and the numbers that you see in the report. This is the default view, when you first land on the page.
- Show Colors – this options add another visual to the way you view click map, it is sort of heat map of clicks.
- Browser Size – This options show what percent of your visitors who see the area displayed in your report. By choosing this option you get a slider that allows you to slide and choose percent of visitors. As you choose the visitor percent, the page resizes to show the area of the page, those percent of visitors see.
Save with group discounts and bring your team to TechCrunch’s first-ever Enterprise event Sept. 5 in SF
Get ready to dive into the fiercely competitive waters of enterprise software. Join more than 1,000 attendees for TC Sessions Enterprise 2019 on September 5 to navigate this rapidly evolving category with the industry’s brightest minds, biggest names and exciting startups.
Our $ 249 early-bird ticket price remains in play, which saves you $ 100. But one is the loneliest number, so why not take advantage of our group discount, buy in bulk and bring your whole team? Save an extra 20% when you buy four or more tickets at once.
We’ve packed this day-long conference with an outstanding lineup of presentations, interviews, panel discussions, demos, breakout sessions and, of course, networking. Check out the agenda, which includes both industry titans and boundary-pushing startups eager to disrupt the status quo.
We’ll add more surprises along the way, but these sessions provide a taste of what to expect — and why you’ll need your posse to absorb as much intel as possible.
With tools like Jira, Bitbucket and Confluence, few companies influence how developers work as much as Atlassian. The company’s co-founder and co-CEO Scott Farquhar will join us to talk about growing his company, how it is bringing its tools to enterprises and what the future of software development in and for the enterprise will look like.
Enterprises face a litany of threats from both inside and outside the firewall. Now more than ever, companies — especially startups — have to put security first. From preventing data from leaking to keeping bad actors out of your network, enterprises have it tough. How can you secure the enterprise without slowing growth? We’ll discuss the role of a modern CSO and how to move fast — without breaking things.
Keeping an Enterprise Behemoth on Course
Bill McDermott (SAP)
With over $ 166 billion in market cap, Germany-based SAP is one of the most valuable tech companies in the world today. Bill McDermott took the leadership in 2014, becoming the first American to hold this position. Since then, he has quickly grown the company, in part thanks to a number of $ 1 billion-plus acquisitions. We’ll talk to him about his approach to these acquisitions, his strategy for growing the company in a quickly changing market and the state of enterprise software in general.
While we’re still a few years away from having quantum computers that will fulfill the full promise of this technology, many companies are already starting to experiment with what’s available today. We’ll talk about what startups and enterprises should know about quantum computing today to prepare for tomorrow.
Snapchat is hoping to attract new advertisers (and make advertising easier for the ones already on the platform) with the launch of a new tool called Instant Create.
Some of these potential advertisers may not be used to creating ads in the smartphone-friendly vertical format that Snapchat has popularized, so Instant Create is designed to make the process as simple as possible.
Executives at parent organization Snap discussed the tool during last week’s earnings call (in which the company reported that its daily active users increased to 203 million).
“Just this month we started testing our new Instant Create on-boarding flow, which generates ads for businesses in three simple steps from their existing assets, be it their app or their e-commerce storefront,” said CEO Evan Spiegel.
Now the product is moving from testing to availability for all advertisers using Snapchat’s self-serve Ads Manager.
Those three steps that Spiegel mentioned involve identifying the objective of a campaign (website visits, app installs or app visits), entering your website address and finalizing your audience targeting.
You can upload your creative assets if you want, but that’s not required, as Instant Create will also import images from your website. And Snap notes that you won’t need to do any real design work, because there’s “a streamlined ad creation flow that leverages our most popular templates and simplified ad detail options, enabling you to publish engaging creative without additional design resources.”
The goal is to make Snapchat advertisers accessible to smaller advertisers who may not have the time or resources to try to understand new ad formats. After all, on that same earnings call, Chief Business Officer Jeremi Gorman said, “We believe the single biggest driver for our revenue in the short to medium term will be increasing the number of active advertisers using Snapchat.”
Instant Create is currently focused on Snapchat’s main ad format, Snap Ads. You can read more in the company’s blog post.
A group of sex tech startup founders, employees and supporters gathered outside of Facebook’s NY office in Manhattan to protest its advertising policies with respect to what it classifies as sexual content. The protest, and a companion website detailing their position we reported on Tuesday, are the work of “Approved, Not Approved,” a coalition of sex health companies co-founded by Dame Products and Unbound Babes.
These policies as applied have fallen out of step with “the average person’s views of what should or shouldn’t be approved of ads,” according to Janet Lieberman, co-founder and CTO of Dame Products.
“If you look at the history of the sex toy industry, for example, vibrators were sexual health products until advertising restrictions were put on them in the 1920s and 1930s — and then they became dirty, and that’s how the industry got shady, and that’s why we have negative thoughts towards them,” she told me in an interview at the protest. “They’re moving back towards wellness in people’s minds, but not in advertising policies. There’s a double standard for what is seen as obscene, talking about men’s sexual health versus women’s sexual health and talking about products that aren’t sexual, and using sex to sell them, versus taking sexual products and having completely non-sexual ads for them.”
It’s a problem that extends beyond just Facebook and Instagram, Lieberman says. In fact, her company is also suing NYC’s MTA for discrimination for its own ad standards after it refused to run ads for women’s sex toys in their out-of-home advertising inventory. But it also has ramifications beyond just advertising, because in many ways what we see in ads helps define what we see as acceptable in terms of our everyday lives and conversations.
“Some of this stems from society’s inability to separate sexual products from feeling sexual, and that’s a real problem that we see that hurts women more than men, but hurts both genders, in not knowing how to help our sexual health,” Lieberman said. “We can’t talk about it without being sexual, and that we can’t bring things up, without it seeming like we’re bringing up something that is dirty.”
“A lot of the people you see here today have Instagrams that have been shut down, or ads that have been not approved on Facebook,” said Bryony Cole, CEO at Future of Sex, in an interview. “Myself, I run Future of Sex, which is a sex tech hackathon, and a podcast focused on sex tech, and my Instagram’s been shut down twice with no warning. It’s often for things that Facebook will say they consider phallic imagery, but they’re not […] and yet if you look at images for something like HIMS [an erectile dysfunction medication startup, examples of their ads here], you’ll see those phallic practice images. So there’s this gross discrepancy, and it’s very frustrating, especially for these companies where a lot of the revenue in their business is around community that are online, which is true for sex toys.”
Online ads aren’t just a luxury for many of these startup brands and companies — they’re a necessary ingredient to continued success. Google and Facebook together account for the majority of digital advertising spend in the U.S., according to eMarketer, and it’s hard to grow a business that caters to primarily online customers without fair access to their platforms, Cole argues.
“You see a lot of sex tech or sexual wellness brands having to move off Instagram and find other ways to reach their communities,” she said. “But the majority of people, that’s where they are. And if they’re buying these products, they’re still overcoming a stigma about buying the product, so it’s great to be able to purchase these online. A lot of these companies started either crowdfunding, like Dame Products, or just through e-commerce sites. So the majority of their business is online. It’s not in a store.”
Earlier this year, sex tech company Lora DiCarlo netted a win in getting the Consumer Technology Association to restore its CES award after community outcry. Double standards in advertising is a far more systemic and distributed problem, but these protests will hopefully help open up the conversation and prompt more change.
Google Experiments is an A/B testing tool that is available within Google Analytics interface. This post is not about what A/B testing is, why you should conduct A/B tests and what other tools are available but really to make a case for using Google Analytics as your testing platform. I am not getting paid to write this or have any affiliation with Google. This post is in response to a question I received from a reader of my blog.
- Free –There is absolutely no cost for the Tool. You can’t beat Free, it is a great way to start with A/B testing and learn about how testing works. I strongly recommend that you try this tool before moving to more sophisticated paid tools. Additionally, if you are just trying to make a case for Testing within your organization then cost does become a barrier and this tools removes that barrier.
- Easy To Setup – Easy to use wizard allows you to choose the pages to test and setup test parameters.
- Easy Implementation – Once you are done with setting up (point 2 above) the page(s) you want to test, you have to implement some code on your site. It may sound daunting but that code is very easy to implement. Google provide you the code after your setup is done and all you have to do is stick that on your pages. Since you already have Google Analytics installed, you are already half way through. Easy setup makes it easy for you to cross the IT/development team barrier.
- Setting up Objective– If you have already defined the Goals in Google Analytics, you can use them as the objective of your test. During your setup you can pick a goal that you have already defined in Google Analytics as your desired optimization objective. If you have not defined them already then you can quickly define them while setting up your test.
- Segments – Many tools just gives you the final results based on the data of entire population or based on some predefined segments. In case of Google Experiments, you can pick Segments that you have defined in Google Analytics and see how each variation is performing for each of your segment. Since not all segments behave in similar fashion this kind of analysis helps you drive even more conversion by understanding which variation of your pages(s) work better for which segments.
This post was originally posted on http://anilbatra.com/analytics/2013/11/5-reasons-to-use-google-experiments/
Money from big tech companies and top VC firms is flowing into the nascent “virtual beings” space. Mixing the opportunities presented by conversational AI, generative adversarial networks, photorealistic graphics, and creative development of fictional characters, “virtual beings” envisions a near-future where characters (with personalities) that look and/or sound exactly like humans are part of our day-to-day interactions.
Last week in San Francisco, entrepreneurs, researchers, and investors convened for the first Virtual Beings Summit, where organizer and Fable Studio CEO Edward Saatchi announced a grant program. Corporates like Amazon, Apple, Google, and Microsoft are pouring resources into conversational AI technology, chip-maker Nvidia and game engines Unreal and Unity are advancing real-time ray tracing for photorealistic graphics, and in my survey of media VCs one of the most common interests was “virtual influencers”.
The term “virtual beings” gets used as a catch-all categorization of activities that overlap here. There are really three separate fields getting conflated though:
- Virtual Companions
- Humanoid Character Creation
- Virtual Influencers
These can overlap — there are humanoid virtual influencers for example — but they represent separate challenges, separate business opportunities, and separate societal concerns. Here’s a look at these fields, including examples from the Virtual Beings Summit, and how they collectively comprise this concept of virtual beings:
Virtual companions are conversational AI that build a unique 1-to-1 relationship with us, whether to provide friendship or utility. A virtual companion has personality, gauges the personality of the user, retains memory of prior conversations, and uses all that to converse with humans like a fellow human would. They seem to exist as their own being even if we rationally understand they are not.
Virtual companions can exist across 4 formats:
- Physical presence (Robotics)
- Interactive visual media (social media, gaming, AR/VR)
- Text-based messaging
- Interactive voice
While pop culture depictions of this include Her and Ex Machina, nascent real-world examples are virtual friend bots like Hugging Face and Replika as well as voice assistants like Amazon’s Alexa and Apple’s Siri. The products currently on the market aren’t yet sophisticated conversationalists or adept at engaging with us as emotional creatures but they may not be far off from that.
In a criminal complaint, the FBI detailed how a hacker allegedly stole data from 100 million people—and how she got caught.
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Facebook Unrolls New Targeting Limitations For Special Categories
Read more at PPCHero.com
Invoca, an AI-powered call tracking platform, published their Call Tracking Study Guide in March of this year. The in-depth guide demystifies call tracking technology and reviews how call tracking tools help marketers connect digital campaign data to inbound customer phone calls.
Call tracking is a powerful way for marketers to understand exactly where phone calls are coming from with granularity that, for the most robust tools, can extend down to the keyword level. This data helps reveal what platforms, publishers, keywords, and channels drive high-intent customers to call and can help marketers create a more informed media allocation strategy.
Content produced in collaboration with Invoca.
Call tracking 101: A brief introduction
The tag also captures various referrer elements such as utm source, medium, paid search keyword and Google click ID—this is what enables Invoca to connect user data to phone calls.
Example of dynamic tracking phone numbers on a landing page—source: Invoca
When the tracking number is called, the platform can also route the caller to the appropriate person or call center depending on what marketing content they are viewing, reducing time on hold and call transfers. Data is collected based on the specific call number which can include caller information, keyword, referrer type (e.g., banner ad, search ad, or social media ad) and referral source (e.g., Google, Facebook, etc.) which can also be used to inform the call center and create a highly personalized experience for the caller.
Example of referral data info in Invoca
Not all call tracking tools are created equal
There is a large selection of call tracking tools on the market that range from basic to advanced in terms of features and functionality.
Basic tools provide limited data to marketers, but they ignore the larger customer journey and tend to focus on last-touch attribution (e.g., making it difficult or impossible to determine where the call came from).
Some metrics a basic tool might track include:
- Call volume
- Call time and duration
- Caller information
- Basic campaign attribution
These tools provide some sense of campaign performance, but fail to tell the full story that can be gleaned when connecting analytics platforms (e.g. Google Analytics) to call information.
More advanced AI-powered call tracking tools like Invoca aim to bridge that gap, while also automating some marketing actions after the call takes place.
Advanced capabilities that AI-powered call tracking tools provide include:
- Touchpoint attribution—Tie a call back to its source such e.g. paid search or social
- Data unification—Integrate with multiple online (and offline) sources such as CRM tools
- Data analysis—Use AI to analyze phone conversations and provide insight on call drivers, behaviors and outcomes
- Marketing integration—Push data to the marketing stack for automation, optimization, analysis and more
The end result—and key benefit—of implementing an advanced call tracking tool is to gain valuable insight about campaign performance and attribution.
Call tracking 201: AI and machine learning
Martech companies are increasingly powering their technology with AI-driven platforms. AI enables marketers to gain intelligence quickly and make better-informed decisions. This trend bridges multiple industries, as shown in the graphic below.
Companies that utilize or provide AI technology—source: TOPBOTS
Invoca uses Signal AI to help measure and attribute online conversions by mining data from the phone conversations themselves, freeing up valuable time for marketers who no longer have to listen to every call.
Signal AI uses AI to detect intent and patterns in language to provide actionable insights and conversion data (sale made, appointment set, etc.) for marketers. This is accomplished through a series of steps that start with the recorded conversation, transcribing the call into text which can then be analyzed by an algorithm, identifying key patterns, phrases, and actions, and pushing these insights to your marketing stack. Here’s a visual of what that looks like. Note that Invoca does not save call transcripts and is HIPAA and PCI compliant, an important distinction for marketers concerned with data privacy.
Image source: Invoca
Signal AI uses machine learning, an application of AI, which gives machines access to the data so that they can learn from it. AI works in conjunction with machine learning to provide actionable and accessible data to marketers—but marketers still need to review this data and make decisions based on their own observations and conclusions.
Invoca offers two versions of Signal AI to their call tracking clients. Pre-trained AI uses industry-based predictive models that have been “pre-trained” using thousands of hours of call data.
Custom AI is more appropriate for certain businesses, such as those with high volumes of calls or sophisticated data needs. This more complex option takes longer to create and implement, however, it can help certain businesses predict call outcomes with a higher degree of accuracy.
Debunking some common assumptions
Skeptics may think that humans can classify calls more efficiently and accurately than AI, but the truth is the opposite. AI learns over time and it never gets tired, so it’s an effective and accurate way to classify calls without bias. Here are some other call tracking myths, debunked:
- It’s hard to set up AI-based call tracking—Pre-trained AI models take the guesswork out of setup for certain industries such as insurance and can identify the most common outcomes (e.g., product purchased).
- All AI-based call tracking is the same—False! Invoca’s Signal AI uses predictive analytics (rather than just transcription) and continues to learn. It also provides performance scoring for easy reference.
- Only big companies can afford AI-based call tracking—Wrong again. Invoca is tag-based and easy to implement. You don’t need a dedicated IT team or programmer to get up and running.
Clear strategy and clean data
The true power of AI-based call tracking is, in a word, attribution. It’s the ability to unify call data across multiple sources and attribute it to all consumer touchpoints.
Invoca does this by collecting data from multiple sources: campaign and website data, first-party data (e.g., pulled from your CRM), third-party demographic data, call data such as length, time and location of call, and conversational data (derived from speech analysis).
Once all the available data is unified, Invoca’s technology determines the value of the call by analyzing the spoken conversations within the calls. Invoca’s AI synthesizes various word patterns (e.g., “I’m almost ready to buy, but I’m waiting for XYZ to happen”) and then classifies them into useful datasets.
Signal AI helps predict the type of call (e.g., sales, service, complaint) which allows marketers to optimize media placements, ad content, and more. This level of analysis can also help inform the call experience itself by identifying issues that may frustrate callers.
Connecting call data to campaign data can help in other ways too. For example, marketers can use call information for ad suppression, making sure customers don’t see offers for something they’ve already purchased or retargeting ads to people who called but didn’t make a purchase.
Tying it all together
One of the most powerful features of the more robust, high-end call-tracking tools like Invoca is the ability for them to integrate with existing marketing platforms like Google Analytics, Adobe Experience Cloud, and Salesforce.
This gives marketers a clear picture of where their customers are at every step of the journey. It closes the attribution loop, allowing you to demonstrate what’s working from an ROI standpoint, a metric that’s key when it comes time for approval and budget allocation.
When considering implementing a tool like Invoca, the bottom line is always the top priority—will we make money with this martech investment?
Invoca customers have seen up to 60% increase in conversions when implementing the tool (without any additional media spend), an important consideration when factoring in ROI.
The Invoca Call Tracking Guide covers all this including what questions to ask vendors when considering a new tool and what to consider when shopping for a call tracking solution.
To learn more about call tracking technology from functionality to implementation and how call tracking can help with campaign optimization and attribution, download Invoca’s whitepaper, “The Call Tracking Study Guide for Marketers.”
The post Guide to call tracking and the power of AI for analyzing phone data appeared first on Search Engine Watch.
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