HOW CAN MARKETERS CHOOSE—AND TRUST—THE RIGHT CHANNEL-LEVEL ATTRIBUTION METRICS?: As marketers adopt attribution metrics that better reflect the larger company KPIs, it’s important that they not swap one simplistic metric for another, according to Lauren Fisher, eMarketer principal analyst and author of our recent attribution report series. Read More: www.emarketer.com
SOCIAL COMMERCE REFERRAL GROWS 110%: As more efficient shopping features streamline the path to conversion, social commerce could play a larger role in the ecommerce world. Read More: www.emarketer.com
B2B LEADERS SAY CONTENT SPURS BUYING PROCESSES. BUT WHAT CONTENT TURNS THEM OFF?: Almost half of the more than 200 B2B marketing leaders who took part in a survey by PathFactory and Heinz Marketing said that their company’s buying process was initiated by someone on their team coming across a prospective company’s content they found interesting. Read More: www.marketingcharts.com
While B2B service companies are the top user of AI for content personalization – and B2B product companies use AI for augmented and virtual reality , facial recognition and visual search more than any other business types – B2C companies dominate when it comes to using AI for most marketing activities. Read More: www.marketingcharts.com
How 9 big media agencies are innovating – Business Insider With media agencies facing tremendous pressure on numerous fronts, traditional ways of media planning and buying just don’t cut it anymore. Read More: www.businessinsider.com