Matt McGee says, “There are more changes coming to the Google Analytics interface. Today, the company announced plans to give users a new home/landing page that’ll show right after login. The new home page will show a curated set of data from various reports, including real-time data, traffic sources, user location, devices used to visit your website and so forth. There’s some customization involved, too — users with goals or e-commerce will see a different home page than those without, for example. The various widgets (for lack of a better term) on the new home page will also offer... [...]

Barry Levine says, “Native ads are more efficient in driving traffic into physical stores than display ads. That’s the main takeaway from a joint research study announced this week by native ad platform Sharethrough and location analytics provider Placed. Placed utilized its large opt-in panel of cooperating users to track how many of them visited a store following the delivery of a static or video native ad by Sharethrough. Users in the Placed panel agree to be tracked via apps on their mobile device, and Placed connects users’ phones to their desktop devices through its partnerships... [...]

Greg Finn says, “As more and more of us consume video on mobile devices, advertisers are looking to capitalize. On Tuesday, Twitter rolled out in-stream video ads to help advertisers reach their audience in a very engaged setting. These in-stream ads can be run across video clips and live streams from Twitter’s Amplify publishing partners. Included in the Amplify partner program are major sports networks, top TV networks, news outlets and magazines. These ads can be run as pre-roll or mid-roll ads to match up with the content that users are consuming. Other video ad options on Twitter... [...]

Greg Sterling says, “Yahoo mostly beat Wall Street expectations with what is probably its final quarterly earnings report as a public company. The company went public in April 1996, 21 years ago. Revenues and earnings per share both beat expectations. The company reported revenues of $1.3 billion and adjusted earnings of $0.18, though revenue ex-TAC was down year over year. The group of properties and channels Yahoo calls MaVeNS (mobile, video, native, social) revenues grew to $529 million. Mobile itself saw significant growth, to $412 million from $260 million a year ago”. In final... [...]

Tim Peterson says, “Two years after introducing a rival to Google Analytics, albeit a limited one, Facebook is renaming Analytics for Apps as Facebook Analytics to underscore the tool’s maturation into a legitimate contender that has been used by more than 1 million apps at some point since its introduction. The revamped Facebook Analytics can not only track the people who interact with a business on its app or site but also map those with interactions on Facebook and in brick-and-mortar stores and then create a Venn diagram of those interactions to target ads. Originally a mobile app... [...]

Scott Rayden says, “This CMO audit series sets out to provide insight into the six most significant growth drivers in marketing: customer journey, marketing technology, growth channel mix, user experience, devices and analytics. (If you didn’t catch Part 1, on the customer journey, catch up now.) Today’s post will focus on technology. As recently as a few years ago, when social was still underutilized, desktop reigned over mobile, third-party data hadn’t yet exploded, and marketing technology was fairly low on the list of fundamentals of a great digital strategy. It used to be that... [...]

Matt McGee says, “So you want to win in local search this year? Yep, so do millions of small- and medium-sized businesses. And so do all those huge national chains with thousands of locations scattered across the country. Competition in local search is incredibly fierce. Fortunately, about three dozen of the world’s smartest local SEOs have come together again to share their wisdom in the 2017 Local Search Rankings Survey, which was published earlier this week. It’s an in-depth look at what the experts believe is driving local SEO wins across all kinds of different industries — a must-read... [...]

Adam Weiss says, “Affiliate marketing is built on fostering relationships between brands and publishers — and providing something of value to the consumer such as a coupon, a special offer, cash back or product advice. The channel affords advertisers some of the best opportunities to reach consumers in a unique environment, but understanding the boundaries within which affiliate marketing operates is critical. With evolving laws and policies from the Federal Trade Commission, networks need to ensure that their programs are aligned with federal requirements. To provide more insight into... [...]

Matt McGowan says, “Google’s announcement last month that it is integrating Google Wallet into Gmail for Android users is big news, not just for the millions of Gmail users who can now send money right from their email, but also for the email industry itself. In fact, it’s one of the biggest endorsement to date in email’s role as a highly valued and essential aspect of everyday life. I spent a few years at Google before I assumed a leadership role at Adestra. Email is dear to me, and I have enjoyed seeing email providers take what was once a basic peer-to-peer communications channel... [...]

Greg Sterling says, “Retail makes up the largest category of internet ad spending, representing about 21 percent of total revenues, according to the most recent IAB report — or roughly $15 billion annually. That’s why the development of a “cost-per-(store)-visit” ad model (CPV) is potentially so significant. Some of that retailer ad spending is driven by pure-play e-tailers. However, most is from traditional retailers. While traditional retailers are suffering, more than 90 percent of consumer retail spending still happens in stores: trillions offline vs. billions online. In addition,... [...]