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Tag: digital marketing

How to Audit International Facebook Advertising? A 37-Item Checklist

This is a joint article written with Mr. Tommi Salenius who works as a digital marketing specialist at Parcero Marketing Partners. Introduction Facebook advertising is a powerful form of online marketing for many purposes ranging from direct response campaigns to brand visibility and awareness. However, the competition in the ad platform is increasing every year, as companies are increasing their…

Automatic Analytics: Considerations for Building User-Oriented Data Analytics Systems

This is an unpublished exploratory study we wrote with Professor Jim Jansen for Machine Learning and Data Analytics Symposium (MLDAS2018), held in Doha, Qatar. Change of landscape: For a long time, automation has been invading the field of marketing. Examples of marketing automation include the various scripts, rules, and software solutions that optimize pay-per-click spending, machine learning techniques utilized in…

Identifying opportunities that Google and Facebook can’t handle

It’s almost impossible to beat Facebook’s or Google’s algorithms in ad optimization, because they have access to individual-level data whereas the advertiser only gets aggregates, and even their supply is limited. But, there are two opportunities I see which Google and Facebook don’t handle: 1. Use of CRM data Especially purchase history (=lifetime value), product margins (=profitability), and other customer…

How to reach B2B audiences online? That’s the question.

Introduction It *is* indeed the question – most often focus of B2B digital marketing is on lead generation and marketing automation. Much less has been written about targeting. Yet, B2B targeting is far from having been solved. The typical conversation between decision makers and agencies goes something like this. Client: “All this online advertising is great – but I don’t…

How to achieve a good score from Google Pagespeed Insights

Speed is one of the most important ranking factors in technical search-engine optimization (SEO). Besides search rankings, pagespeed directly or indirectly influences Quality Score in AdWords (and thus to click prices), and, perhaps most importantly, to the usability of website. Better usability, more conversions. PageSpeed Insights is a free service by Google to score the speed of a website. 100/100…

How to do political marketing on social media? A systematic process leveraging Facebook Ads

This post very briefly explains a process of using and scaling Facebook advertising for political marketing. It might not be clear for all readers, but professional online marketers should be able to follow. The recipe for political marketing by using Facebook Ads: Create starting parameters (Age, Gender, Location, Message) Create total combinations based on the starting parameters Use prior information…

Affinity analysis in political social media marketing – the missing link

Introduction. Hm… I’ve figured out how to execute successful political marketing campaign on social media [1], but one link is missing still. Namely, applying affinity analysis (cf. market basket analysis). Discounting conversions. Now, you are supposed to measure “conversions” by some proxy – e.g., time spent on site, number of pages visited, email subscription. Determining which measurable action is the…

Total remarketing – the concept

Here’s a definition: Total remarketing is remarketing in all possible channels with all possible list combinations. Channels: Programmatic display networks (e.g., Adroll) Google (GDN, RLSA) Facebook (Website Custom Audience) Facebook (Video viewers / Engaged with ads) etc. How to apply: Test 2-3 different value propositions per group Prefer up-selling and cross-selling over discounts (the goal is to increase AOV, not…