Search Engine Optimization | Vince Quattrin

Want to build market share at the expense of your SEO enemy? Use this template to compare and contrast your content strategy and SEO performance with that of your dreaded SEO foe and come up with a way to vanquish them once and for all!

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A new analysis suggests establishing Google authorship has moved past the early adopter stage and those marketers who have not yet established authorship and who are not regularly sharing content on Google+ would be wise to do so.

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The Google Analytics Language report is great for understanding your users and how activity might be different for various languages. Learn about how this data is collected and find out how you can use this data to your advantage.

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Digital ad campaigns drive both brand and sales lift. The methods of evaluating the delivery and performance of campaigns are rapidly improving as we consider three aspects of measurement: ad viewability, branding lift, and sales lift.

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Google and NASA joined forces to establish the Quantum Artificial Intelligence Lab that to research artificial intelligence using quantum computers. The lab will use a D-Wave 2 computer that is priced at around $15 million.

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YouTube has been serving its clips of animals, planking, people falling over and monkeys in sheepskin coats for eight years. The video streaming website launched eight years ago with a single video. Now, 100 hours of video are uploaded per minute.

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Image from: Digital Touch / Shutterstock

Attribution modeling vs. path to purchase analysis: What’s the difference between the two? Which model is better?

The purpose of both models is to establish optimal touchpoints for consumer interaction with the brand and to achieve the best cost savings and customer experience. Attribution is ad-centric; path to purchase is consumer-centric. Attribution modeling is prompt; path to purchase modeling is deep.

In attribution modeling, marketers use the data generated from tagging ad placements to understand the degree of influence each ad has on the consumer. Attribution analysis apportions “credit” for each conversion among the ads, essentially prioritizing which ads are more effective than others.  Marketers can then use that information to change strategies by re-allocating media spend to the ads that had the greatest impact.

The path to purchase analysis concentrates on the sequence and intensity of each relevant behavior that may eventually impact a consumer’s decision. Exposure to an ad or a click on a paid search ad are all accounted for (attribution model), but so are the visits to a competitor’s site, a review site, the use of a search engine on an aggregator site, seeing a product placement in a YouTube video, etc. The approach is exploratory – no prior assumptions are made about consumers’ behaviors.

So which approach is better?

Attribution management, at its basic level, is almost real-time. The results of users’ exposure/interactions with ads are immediately processed, weighted, translated into algorithms and fed into media optimization engines. But in today’s diverse and fragmented media ecosystem, paid ads are hardly the main factor steering consumers to purchase. Other purchase factors include: earned media, word-of-mouth, competitive activity, seasonality and much, much more. Ad credits can only be allocated between the entities that can be tagged, and this external, relevant data (not immediately available) has to be collected, cleaned and matched to campaign data. This turns the entire process into another media mix modeling exercise – and slows the process to a halt.

An alternative approach is to identify where and when consumers are most open to marketing messages during the purchase process – and then strategically optimize advertising at the stages of consumer decision making when ads matter the most.

The path to purchase approach serves such a purpose. By looking at the entire industry rather than at an individual advertiser’s campaign, the path to purchase analysis discovers previously neglected touch points that result in a loss of prospective customers to the competition. With this, digital marketers can re-allocate resources and spend to remedy the situation.

So, which model do you like now?

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Yahoo announced last week a partnership with Twitter to integrate tweets directly into its newsfeed. Yahoo CEO Marissa Mayer says it will “seamlessly include relevant and personalized Tweets alongside stories from Yahoo and our other sources.”

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A newly approved bill states that Google, other search engines, and news aggregators can only use short snippets of material from publishers. Separately, Germany is also in the midst of a battle regarding the use of embedded video on websites.

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Google’s AdWords Express is the latest Google property to receive a makeover. AdWords Express, designed to be an easy introduction to AdWords for local businesses, has been redesigned to make it easier for new users and to streamline the process.

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