Tag Archive | "Gives"

Google now gives more preference to original reporting in search

Google has updated its algorithms to show more original reporting in search and Google News results.



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Majestic’s enhanced tool now gives SEOs a lot more useful context about backlinks

New “link context” visualizes where the link appears on the page, the surrounding text and associated link density.



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Hulu Private Marketplace Gives Programmatic Advertisers Choice and Control

“The invite-only auction, which is I would say our new shiny toy that’s getting wrapped in the PMP, provides us the opportunity for a variable floor price,” says Doug Fleming, Head of AdvancedTV at Hulu. “So now the advertiser pays what they deem appropriate for that specific audience. It gives them more choice and control. When we look at our offering that’s what it’s about. It’s the genesis behind us rolling out a programmatic offering. Advertisers want choice and control and we want to allow them to have that.”

Doug Fleming, Head of AdvancedTV at Hulu, discussed Hulu’s embrace of programmatic advertising via their new private marketplace in an interview with BeetTV:

March Towards Automation

Since the inception of programmatic advertising, the goal always was that it was on equal footing with direct sold. We didn’t separate it. This wasn’t a remnant solution. As we’ve grown to 25 million subscribers we now have enough inventory and enough access that we have decided to create a team under me to go out and affect those agency trading desks and those folks that have decided to bring programmatic buying in-house.

When we look at the landscape you can see this march towards automation and we’re not going to get in the way of that. We’re going to embrace that and we’re going to do it  in a very private curtailed way. There is no concept of a remnant provider reselling our inventory. Everyone has to be blessed and driven through the Hulu process.

Hulu Works with Telaria But Owns the Delivery Logic

On the demand side, it’s a mix of everyone. There is client direct, there are agency trading desks, and then the DSPs are good partners too. In each of those scenarios, we need and identify the brands before they come in so that they are attributed to the appropriate seller on our side. There’s no semblance of a DSP just hanging on and reselling in an always-on situation. We actually curate that environment and make sure that all of our t’s are crossed and i’s are dotted so that we know who the advertiser is coming in and we can manage that.

What’s unique about our work with Telaria is really that the Hulu ad server owns the delivery logic. So in this case what separated Telaria was that they enabled us to do things the way we wanted to do them. They kind of powered us. We have very smart people in place who oversee these positions and they came in and worked with us to develop the appropriate technology for us to go to market the way we wanted to go to market.

Hulu Private Marketplace Gives Advertisers Choice and Control

What it’s given us is the ability to take all advertising in. We can category block appropriately, so people maintain their category exclusivity within pods. We have the ability to take multiple advertisers and a single deal ID and manage all that blocking. It also allows us to open up to the programmatic marketplace a full suite of products. We’ve always run a private marketplace. However, in the past, we had automated guaranteed and unreserved fixed. Those are fixed price deal types. Unreserved gave you the ability to make a data-driven decision and if you chose to take that impression you paid the fixed price that we agreed on.

The invite-only auction, which is I would say our new shiny toy that’s getting wrapped in the PMP, provides us the opportunity for a variable floor price. So now the advertiser pays what they deem appropriate for that specific audience. It gives them more choice and control. When we look at our offering that’s what it’s about. It’s the genesis behind us rolling out a programmatic offering. Advertisers want choice and control and we want to allow them to have that.

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How Google Gives Us insight into Searcher Intent Through the Results – Whiteboard Friday

Posted by randfish

When Google isn’t quite sure what a searcher means just by their search query, the results (appropriately) cater to multiple possible meanings. Those SERPs, if we examine them carefully, are full of useful information. In this episode of Whiteboard Friday, Rand offers some real-world examples of what we can glean just by skimming the kinds of things Google decides are relevant.

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about how Google is giving us insight through their search results, their suggested searches, and their related searches into the intent that searchers have when they perform their query and how if we’re smart enough and we look closely and study well, we can actually get SEO and content opportunities out of this analysis.

So the way I thought I’d run this Whiteboard Friday is a little bit different than usual. Rather than being purely prescriptive, I thought I’d try and illustrate some actual results. I’ve pared them down a bit and removed the descriptions and taken some out, but to try and show the process of that.

Query 1: Damaged furniture

So here’s a query for damaged furniture. If I am trying to reach searchers for this query — let’s assume that I’m in the furniture business — I might see here that there are some ads up at the top, like this one from Wayfair, inexpensive furniture up to 70% off. I scroll through the organic results — Everyday Clearance Furniture Outlet, MyBobs.com, okay, that’s a local place here in Seattle, Seattle Furniture Repairs and Touchups. Okay, this is interesting. This is a different type of result, or it’s serving a different searcher intent. This is, “We will repair your furniture,” not, “We will sell you cheap, damaged furniture,” which these two are. Then How Stuff Works, which is saying, “We will show you how to repair wooden furniture.”

Now I scroll down even further and I get to the related searches — scratch and dent furniture near me, which suggests one of the intents absolutely behind this query is what Wayfair and My Bob’s are serving, which is cheap furniture, inexpensive furniture that’s been previously damaged in some way. Clearance Furniture Outlet, similar intent, Bob’s Discount Furniture Pit, I’m not totally sure about the pit naming convention, and then there are some queries that are similar to these other ones.

So here’s what’s happening. When you see search results like this, what you should pay close attention to is the intent to position ratio. Let’s say…

Intent A: I want to buy furniture

Intent B: I am looking to touch up or repair my furniture

Intent C: Show me how to do it myself

If you see more A’s ranking near the top, not in the advertising results, because those don’t need a very high click-through rate in order to exist. They can be at 1% or 2% and still do fine here. But if you see these higher up here, that is an indication that a higher percent of Google searchers are preferring or looking for this A intent stuff. You can apply this to any search that you look at.

Thus, if you are doing SEO or creating content to try and target a query, but the content you’re creating or the purpose you’re trying to serve is in the lower ranked stuff, you might be trapped in a world where you can’t rise any higher. Position four, maybe position three is the best you’re going to do because Google is always going to be serving the different intent, the intent that more of the searchers for this query are seeking out.

What’s also nice about this is if you perform this and you see a single intent being served throughout and a single intent in the related searches, you can guess that it’s probably going to be very difficult to change the searcher intent or to serve an entirely different searcher intent with that same query. You might need to look at different ones.

Query 2: E-commerce site design

All right. Next up, e-commerce site design. So an ad up here, again, from Shopify. This one is “Our e-commerce solution just works.” They’re trying to sell something. I’m going to go with they’re trying to sell you e-commerce site design.

Intent A: They are trying to sell you ecommerce design

Intent B: I am looking for successful e-commerce design inspiration/ideas

30 Beautiful and Creative E-commerce Website Designs, this is also from Shopify, because they just took my advice, well, okay, obviously they took my advice long before this Whiteboard Friday. But they’re ranking with exactly what we talked about in intent B, which was essentially, “Hey, I am looking for inspiration. I’m looking for ideas. I’m trying to figure out what my e-commerce website should look like or what designs are successful.” You can see that again — intent B. So what’s ranking higher here? It’s not the serve the purchase intent. It’s serve the examples intent.

When we get to related searches, you see that again, e-commerce website examples, top e-commerce websites, best e-commerce sites 2016, these are all intent B. If you’re trying to serve intent A, you better advertise, because ranking in the top results here is just not going to happen. That’s not what searchers are seeking. It’s going to be very, very tough.

Slight side note:

Whenever you see this, this late in the year, we’re in October right now as we’re filming this Whiteboard Friday. I did this search today, and I saw Best E-commerce Sites 2016 still in here. That suggests to me that there were a lot more people searching for it last year than there are this year. You will see there’s like the same thing for 2017 down below, but it’s lower in the related searches. It doesn’t have as much volume. Again, that suggests to me it’s on a downward trend. You can double-check that in Google trends, but good to pay attention to. Okay, side note over.

Query 3: Halloween laboratory props

Let’s move on to our last example here, Halloween laboratory props. So Halloween is coming up. Lots and lots of people looking for laboratory props and props and costumes and decorations of all kinds. There’s a huge business around this, especially in the United States and emerging in the United Kingdom and Australia and other places.

So, up at the top, Google is showing us ads. They are showing us the shopping ads, shop for Halloween laboratory props, and they’ve got some chemistry sets and a Frankenstein-style light switch that you can buy and some radioactive props and that kind of thing from Target, Etsy, and Oriental Trading Company.

Then they show images, which is not surprising. But hot tip, if you see images ranking in the top of the organic results, you should absolutely be doing image SEO. This is a clear indication that a lot of the searchers want images. That means Google Images is probably getting a significant portion of the search volume. When I see this up here, my guess is always it’s going to be 20% plus of searchers are going to the image results rather than the organic search results, and ranking here is often way easier than ranking here.

More interesting things happening next. This result is from Pinterest, “Best 25 Mad Scientist Lab Ideas on Pinterest,” “913 Best Laboratory, Frankenstein, Haunt Ideas Images on Pinterest,” “DIY Mad Scientist Lab Prop on Pinterest.” By the way, there’s a video segment in here, which is all YouTube. This happens quite a bit when there is heavy, heavy visual content. You essentially see the domain crowding single-domain domination of search results. What does that mean? Don’t do SEO on your site, or fine, do it on your site, but also do it on Pinterest and also do it on YouTube.

If you’re creating content like these guys are over here, BigCommerce and Shopify created these great pieces for beautiful ecommerce designs, they’ve put together a ton of images, wonderful. You can apply that same strategy for this. But then what should you do? Go to Pinterest, upload all those images, create a board, try and get your images shared, do some Pinterest SEO essentially. Do the same thing on YouTube. Have a bunch of examples in a short video that shows all the stuff that you’re creating and then upload that to YouTube. Preferably have a channel. Preferably have a few videos so that you can potentially rank multiple times in here, because you know that many people are going here. This is pretty far down. So this is probably less than 10% of searchers make it here, but still a ton of opportunity. Very different type of search intent than what we saw in these previous two.

Look at the related searches — homemade mad scientist lab props, mad scientist props DIY, do it yourself, how to make mad scientist props. These intents are, generally speaking, not being served by any of these results yet. If you scroll far enough in the YouTube videos here, there’s actually one video that is a how-to, but most of these are just showing stuff off. That to me is a content opportunity. You could make your Pinterest board potentially using some of these, DIY homemade, how to make, make that your Pinterest board, and probably, I’m going to guess that you will have a very good chance of pushing these other Pinterest results out of here and dominating those.

So a few takeaways, just some short ones before we end here.

  1. In the SEO world, don’t target content without first understanding the searcher. We can be very misled by just looking at keywords. If we look at the search results first, we can get inside the searcher’s head a little bit. Hopefully, we can have some real conversations with those folks too.
  2. Second, Google SERPs, search suggest, related searches, they can all help with problem number one.
  3. Three, gaps in serving intent can yield ranking opportunity, like we showed in a few of these examples.
  4. Finally, don’t be afraid to disrupt your own business or your own content or your own selfish interest in order to serve searchers. In the long term, it will be better for you.

You can see that exemplified here by Shopify saying, “We’re going to show off a bunch of beautiful ecommerce designs even though some of them are not from Shopify.” BigCommerce did the same thing. Even though some of them are not using BigCommerce’s platform, they basically are willing to sacrifice some of that in order to serve searchers and build their brand, because they know if they don’t, somebody else clearly will.

All right, everyone. Hope you’ve enjoyed this edition of Whiteboard Friday. I would love to hear your examples in the comments about how you’ve done search intent interpretation through looking at search results. We’ll see you again next week. Take care.

Video transcription by Speechpad.com

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Online Marketing News: G+ Brands Stripped, The Mayor Has Returned, Facebook Gives You A Cut

Social Media Acronyms

The 75 Most Important Social Media Acronyms – Acronyms are a natural fit for social media networks. These platforms are based on short and snappy communication, so it makes sense for people to rely on abbreviations, especially for common phrases. Check out this infographic and see how many you know. Sprout Social

Google+ Brand Posts Have Been Stripped From Knowledge Graph Cards – Brand posts on Google+ will no longer be displayed in the Knowledge Graph cards, instead they’ll be treated like all other social updates in the traditional search results. Search Engine Land

Facebook Pages See Organic Likes Rise 0.2% in May (Report) – A total of 43.36 percent of Facebook pages advertised on the social network in May, according to the latest research from social analytics and reporting firm Locowise. SocialTimes

Move Over YouTube: Facebook Will Offer Video Creators A Share Of Ad Revenue – Video publishers will get 55% share of revenue for ads that appear near their content in a new algorithmically created Suggested Video feed. Marketing Land

Facebook Taking into Account More Actions on Videos – Facebook has begun to take other actions outside likes and comments into account from those viewing their videos. See what they are. Facebook

Snapchat Launches Native Video Ads – Snapchat CEO Evan Spiegel has been talking vision a lot recently. Just last month, he spoke about the future (aka: business model) for Snapchat being advertising. This week Spiegel took his pitch to the Cannes Lions Festival to talk more about turning Snapchat into a platform for storytelling. SocialTimes

Google Offers Olive Branch To Journalists & News Publications With Launch Of Google News Lab – Google says it wants to collaborate with journalists and entrepreneurs to help build the future of media. Marketing Land

The Google Mobile Search Carousel Adds Pinterest Pins, Vines, Houzz & Food Network Recipes – The Google Search news carousel gets a bit more social with Pinterest Pins, Vines and more. Search Engine Land

Claim That Crown: Swarm Mayorships Are Back – When Swarm/Foursquare first launched Swarm, you fiercely battled your friends for a chance at a Mayor crown. But it just wasn’t as much fun. That’s why today we’re upping the ante and letting you compete for mayorships against everyone. Foursquare

Facebook Testing ‘See First’ News Feed Customization Feature – Facebook continues to experiment with ways to let users customize their News Feeds, and See First, which appears to be an expansion of a test that was spotted in April, is the latest example. SocialTimes

Microsoft Signs 10-Year Deal For AOL To Use Bing’s Ads & Listings – Google loses deal it held since 2002, but AOL matters far less than it once did. Search Engine Land

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Sprout Social


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For FIFA Women’s World Cup, Google Gives Women Less Space Than Men

For the men’s tournament, Google was quick with special boxes to highlight results. For the women’s tournament, the boxes are often missing.

The post For FIFA Women’s World Cup, Google Gives Women Less Space Than Men appeared first on Search Engine Land.



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Get the WordPress Theme That Gives You an Unfair Business Advantage

preview image of Generate Pro theme

So … how did you sell out all 400+ tickets three months before the event even started? What was your content marketing strategy?

This is the question a friendly reporter asked me during the opening night party for Authority Intensive 2014.

“That’s a great question,” I said, stalling. Truth was, I didn’t know exactly how to respond. What, exactly, had we done to sell so many tickets so quickly?

“Let me ask our VP of Marketing,” I said. “He’ll know.”

And he did.

“We invited our audience to attend, largely by sending out a few emails,” he said.

Wow. That was a lightbulb moment for me. I’d heard Sonia when she said that your audience is your most valuable asset. But now I got it.

And how do you generate such an audience? Well it’s simple … but not easy:

  1. You create and share useful content over time
  2. You convert readers into subscribers
  3. You make the right design choices that tie it all together

And if it’s email subscribers that you’re after — the kind of engaged subscribers who will help you sell out your first ever live event months before it begins — then Generate Pro is your way to go.

Why Generate Pro?

Because Generate Pro was literally designed with one objective in mind: to drive subscribers to your email list.

It’s not that other Genesis child themes aren’t effective at doing the same. They are. (Cases in point: Magazine Pro and Balance Pro.)

But Generate Pro employs a minimalist structure and a simple-to-set-up subscription header widget that makes it the most fine-tuned StudioPress theme ever for driving subscriptions.

And as the story above illustrates, driving email subscriptions is what drives real (some might even say … unfair) business results online.

But that’s not all …

Generate Pro isn’t just a smart theme choice because it’s easy to set up for email address capture. Here are two other reasons it might be the right design choice that ties everything together for you:

1. It’s mobile responsive

Remember: mobile responsiveness is no longer a nice-to-have feature. It’s a necessity.

But chances are good that you, like me:

  • Don’t know how to code a mobile responsive site yourself, and
  • Don’t want to pay to have someone do it for you

With Generate Pro, your site is mobile responsive right out of the box — so no matter what device you or your audience is using to browse your site, the view and experience will be optimized.

2. It’s backed by the StudioPress team

The Internet isn’t always a friendly and predictable place.

Hackers will find long-overlooked security holes. WordPress will regularly release important core updates. And sometimes even your own tinkering will cause the dreaded and feared white screen of death.

Which is why it’s nice to know that one of the most robust WordPress communities and one of the most experienced and successful WordPress development teams in the world has your back.

Here’s what this means for you:

  • You can rest easy at night because Generate Pro is built on the Genesis Framework, which passes regular security checks by core WordPress developers.
  • You need not fret when WordPress updates come out, because Genesis will be updated as well to correspond without issue.
  • You don’t have to cry when something you do boinks your site, because you have the StudioPress support team and community to help you.

Basically: you’re covered.

Create content and build value for your audience. We’ll take care of the rest.

What are you building?

The question you need to answer is are you building a website … or are you building a business?

If it’s the latter, then building an audience must be your number one priority.

And that means reaching people at their most intimate online touchpoint: their inboxes.

Generate the email list that will generate your audience … and build your business:

Try Generate Pro by StudioPress risk-free today

About the author

Jerod Morris

Jerod Morris is the Director of Content for Copyblogger Media. Get more from him on Twitter, , or see what makes his heart sing at Primility.com.

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Google (Finally) Gives EU A Formal Settlement Proposal As UK Mapping Rival Files Anti-Competitive Suit

Google has formally submitted its antitrust settlement proposal to the EU. Wait, didn’t that happen weeks ago? Apparently it did not. While the parties have been talking for months (seems like years), Bloomberg reported today that Google had “formalized” its settlement proposal to…



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Understanding How Your Marketing Analytics Gives Credit for Conversions

touchintroductory3

When chatting with marketers, one of the most common questions we hear at HubSpot is regarding “first touch” versus “last touch” attribution in marketing analytics. First touch, last touch, and assist reports are all different ways to attribute conversions on your website, and each of these attribution methods will tell you something different and important about the effectiveness of your marketing and the behavior of your visitors.

The following guide will help you understand the difference between “last touch,” “first touch,” and “assists” attribution, as well as give you a sense of the primary use-cases for each approach. As a wise man once said, you should always give credit where credit is due!

What Are ‘Attributions’ in Marketing Analytics?

Before we begin, first a definition …

‘Attribution’ is a way of understanding which marketing channels or campaigns contributed to a conversion on your website. In HubSpot software, for example, you’ll notice that our Marketing Analytics tools report on the number of leads and customers generated through various marketing efforts — that information is what you’d call an attribution. But because a lead’s or customer’s lifecycle with your company is made up of a number of different interactions, there are multiple ways to report on attribution. Understanding how attribution works will help you understand which of your marketing efforts are actually generating results.

Now that we’ve gotten that out of the way, let’s discuss the different attribution methods that can be used in your marketing analytics.

Last Touch Attribution

Most analytics packages, including Google Analytics, use last touch attribution as their main method of reporting. Last touch data shows you the most recent interactions and conversions your leads had on your website before they converted.

When It’s Useful

As its name suggests, last touch reporting is useful in determining what happened right before your leads converted. If we were presenting last touch data for a given soccer game, for example, it would attribute the winning goal to whoever kicked the ball into the net. Last touch analytics, therefore, is often a good measure of the effectiveness of different landing pages, email campaigns, or other efforts that tend to lead to a direct conversion. What it doesn’t tell you, however, is anything else that led up to that conversion. So, if we were to extend that same soccer analogy, it wouldn’t give credit to the defender who made that great forward pass that made the goal possible.  

HubSpot’s Landing Page Analytics report (pictured below), for instance, uses last touch attribution to help marketers evaluate which landing pages were most effective at generating leads and customers. Looking at first touch attribution for the two customers who converted on the Introduction to Business Blogging ebook offer, however, would show marketers an entirely different view. 

hubspot landing page analytics resized 600

First Touch Attribution

First touch attribution answers the question, “How did this lead or customer originally find you?” What brought him or her across your digital doorstep for the very first time? In HubSpot software, for example, first touch attribution is used in the Sources report, which shows marketers a breakdown of which channels brought in leads and customers in a given time frame.

(Note: Google Analytics doesn’t have a report for first touch attribution out-of-the-box, but if you are tech-savvy, Will Critchlow of Distilled put together some helpful instructions on how to use a .js code to adapt Google Analytics to show first touch attribution.)

When It’s Useful

First touch attribution is useful for evaluating the effectiveness of different channels at generating website visitors and leads. Often, first touch reveals valuable, closed-loop ROI information for channels that are traditionally difficult to measure, like social media or search. Below, you can see that organic search brought us at HubSpot more than 1,400 leads and one customer since the beginning of the month. That one customer may not have purchased our software the very first time he or she visited us through search, but it was search that brought the customer in originally, so through first touch attribution, search is credited with bringing in that customer. 

hubspot sources resized 600

Assists Attribution

If first touch attribution shows you how a lead originally came across your website, and last touch attribution shows you the final interaction that triggered a conversion, I bet you can guess what assists attribution reveals. Marketers use assists reporting to identify the pages that were viewed throughout the lifecycle of people who ended up converting.

(Note: Different analytics platforms handle assists reporting in different ways. Google’s multi-channel funnels detail assisting interactions in the 30 days prior to a conversion. HubSpot’s Conversion Assists version, pictured below, shows you the web pages, blog articles, and landing pages that were most commonly viewed by people who ended up converting as leads or customers.)

When It’s Useful

Just because a page wasn’t the first page people saw or the final page they viewed before converting or buying, doesn’t mean it was insignificant in their decision-making process. Assists reports can help you identify and optimize influential pages on your site, and we’ve actually written an in-depth article about how assist reports can help marketers do this.

Ultimately, you’ll want to use an assist report for insight into the middle of your marketing funnel. For example, Olympia Steel Buildings, a HubSpot customer, used assists data to find that a photo gallery of its pre-engineered steel buildings was influential to a sizeable number of people who ended up converting into leads. Armed with that information, Olympia Steel made that gallery easier to find by integrating it into their homepage navigation and including it in their lead nurturing emails. Below is another example of HubSpot’s own Conversion Assists report and some valuable information our own marketing team could glean from assists data:

hubspot conversion assists resized 600

Which Attribution Method Does Your Marketing Analytics Software Use?

Because you can slice marketing data a number of different ways, it can sometimes be difficult to understand exactly what you’re measuring. The best approach to marketing analytics is to start with a question. Determine what it is you want to know, and then find the attribution method and analytics report that will get you the closest to the answer.

If you’re not sure how your marketing analytics service provider handles attribution, make it your prerogative to find out. As you witnessed in this post, HubSpot’s analytics tools leverage different attribution reporting methods depending on the goals of its various reports. Your analytics package might do things differently. Either way, it behooves you to know how your analytics is reporting attribution so you can fully and completely understand the data you’re gathering from your marketing efforts. 

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