All About the AdWords Quality Score—And How to Improve It Fast

TheAdWord Quality Score is the predictor a good PPC campaign, lowering the cost per conversation to gain your company a better ad position. The first step to creating a good AdWord Quality Score is to establish a messaging match from keyword searches to the ad landing page. The clearer the relationship between the ad and the keyword and the more the ad matches a keyword search, the better the AdWord score. Messaging match can produce 212 percent conversion lift. Implement SKAGs to better increase the specificity of the ad.

Sales Cheat Sheet: The Do’s and Don’ts of Drip Campaigns

The concept of drip campaigns is a simple one: Instead of sending out content to prospects whenever you generate it, a drip campaign lets you trickle your message through automated content that adapts to your buyer’s persona and the best time to send. This sales cheat sheet provides the most important considerations for disseminating a drip campaign. Should you send messages on three-day weekends? What kind of open rates should you expect? This article will tell you what you need to do (and not to do) in order to perfect automating your content.

How to Save Up to 50% on Your PPC With the Quality Score

The Quality Score is a powerful predictor of your PPC success. A Quality Score of 10 could lead to higher rankings, more clicks and leads and save you 30% on cost per click. You can use free AdWords Performance Grader to find out your impression-weighted average Quality Score. To improve your scores, you can use ad extensions, write better ad text and bid on brand terms.

Driving Customer Lifetime Value with Machine Learning

The key to success for many mobile marketers is acquiring passionate customers who love the experience you provide them enough to spend their time and dollars with you. This session, presented by Sam Eisler, Mobile App Measurement Lead @ Google, focuses on why it is important to segment your users and how it ultimately ties back into your user acquisition strategy. She speaks about how industry and company play a key role in differentiating your customers and how to think about customer lifetime value in a way that is specific for your business framework.

ASOS Uses Machine Learning To Understand Customer Value (For the technically inclined, a full description is in the paper below)

The paper discusses a machine-learning framework that uses embedding in looking across all of product's customer views, and then assigns a value to each customer based on the characteristics of customers who he or she appears close to in product's view sequences. This gives a data output that can help differentiate high value from low value customers. This method results in an uplift in AUC (Area Under Curve), meaning that the system with the learned features was better than the system without learned features at distinguishing between the two classes (high-value and low-value).

Global Influencer Marketing What Platforms to Use, Policies to Follow and the Paths to Purchase Around the World

This article discusses influencer marketing and its successes. One of the key insights provided is that while celebrity (macro) influencers have a better reach than traditional media, micro (smaller) influencers have much more ability to generate sales and interactions. More than 50% of digital purchases have been driven by social media, the article reports. Online celebrities with a small following are trusted more than online celebrities with a large following.

The Ultimate List of Instagram Influencers in Every Industry (94 and Counting!)

In June 2018, Instagram reached 1 billion monthly active users, reaching 24% of internet users worldwide (Statista, 2018). Attracting the attention of Instagram users can be a challenge without an established credibility or emotional connection towards your brand. When selling a product on social media, having an influencer advocate for your product can establish that connection very quickly. For marketers who want to get started on their Instagram influencer strategy, this article lists the top Instagram influencers in areas like food, beauty, and more.

Micro-Influencer Marketing: A Comprehensive Guide

The article discusses a new concept in influencing marketing. Micro-influencers are social media individuals who work or specialize in a particular vertical and frequently share social media content about their interests. This Hubspot piece also points out some advantages of micro-influencers, including better engagement rates, more targeted audiences, and more affordable pricing. The article also provides some examples of significant brands that are successful in using micro-influencers for businesses ranging from consumer products to travel and accommodations.

Customer lifetime network value: customer valuation in the context of network effects

Nowadays customers are increasingly connected and extensively interact with each other using technology-enabled media like online social networks. Hence, customers are frequently exposed to social influence when making purchase decisions. However, established approaches for customer valuation mostly neglect network effects based on social influence. This leads to a misallocation of resources. Following a design-oriented approach, the paper develops a model for customer valuation referred to as the customer lifetime network value (CLNV), incorporating an integrated network perspective.

10 Statistics You Need to Know About Influencer Marketing

The advent of the social media age has transformed the way marketers approach their customers. Often a message, no matter how carefully constructed, will fall short of marketing goals if sent through a medium that the customer does not trust or connect with. Influencer marketing is a strategy to approach customers in a meaningful medium, but there are many unanswered questions with this newly developing tactic. Why does influencer marketing work? How do we know it’s effective? What are associated costs and how do you get started?