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Brands can now target Google audiences using Salesforce and Ticketmaster is the first to try it

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Google is opening up the ability for brands using its Analytics 360 tool to activate audiences outside of its ecosystem through a tie-up with Salesforce with brands including Ticketmaster already trialing the software.

The integration deepens the relationship between Google and the CRM-giant with the latter touting the ability to bring insights from both platforms together at the click of a button as a way to build and execute “more effective”, and more personalised, campaigns.

Effectively, consumer data from Google’s Analytics 360 product can now be combined with Salesforce data. Marketers will be able to view these combined insights in Salesforce Marketing Cloud; making it easier to analyse cross-channel insights in one place and tailor pushes accordingly.

The partnership between the two tech giants follows on from a co-op deal to pool data for advertisers which was announced at the end of last year and forms part of a wider partnership.

Ticketmaster is currently trialing the product with a view to rolling out across its wider marketing mix from the third quarter of the year.

On Wednesday (13 June), Salesforce also announced updates to its AI software Einstein including more pin-point segmentation and a tool called 'splits' which leverages machine learning to "create unique, personalised journey paths for each customer".

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Data & Analytics

Data: Retailers that can expect to see Black Friday store visits and those that won’t

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Starting tomorrow major retailers are expecting a big uptick in online buying and in-store foot traffic, driven by discounting and the Black Friday shopping frenzy. Gravy Analytics has released data that suggests, based on 2017 data, which stores are likely to see increased foot traffic and which ones will see fewer shoppers in their retail locations.

Traditional retailers set for major foot traffic increases. The data are based on mobile-location store visitation data captured Black Friday week last year. Based on that data, the following are the stores that can expect to see the largest visitation gains and those at the other end.

Foot traffic increases/declines during Black Friday week 2017 compared to previous week

Source: Gravy Analytics (2018)

If the pattern last year holds true in 2018, major traditional retailers can expect to see big increases in store visits. Best Buy, JCPenney and Macy’s in particular saw very significant visitation growth last year during the Black Friday period. Though not included in the partial list above, many discount retailers saw much smaller gains (in single digits) or even losses. Costco was off 4 percent and Dollar Tree was off 1 percent for example.

Fast food, convenience stores down. In general, fast food, grocery, hardware stores, pharmacies, gas stations and convenience stores saw fewer visits. There’s no obvious explanation for this except that people may be seeking to maximize time in major retail stores to get as much shopping done as possible.

There will be other foot-traffic reports out next week. It will be interesting to compare this data is predictive of actual 2018 store visits.

Why you should care. Digital efforts, mobile on particular, have increasingly become a key way for retailers to drive foot traffic year round. These campaigns become even more critical in these key shopping days.

The post Data: Retailers that can expect to see Black Friday store visits and those that won’t appeared first on Marketing Land.

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Brits to spend 3 times more online than French and Germans online this Christmas

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Brits to spend 3 times more online than French and Germans online this Christmas

Holiday spending is to soar 25% across the UK, France and Germany, with the average UK shopper to spend more than three times as much as their continental counterparts, according to a new report.

Adobe today released its online shopping predictions for the 2018 holiday season (from November to December), which found that spending in the UK, France, and Germany will jump nearly 25% compared with the same period in 2017.

The findings, based on Adobe Analytics data, also reveals shoppers in the UK will spend more than three times as much as shoppers in France and Germany during this time, though budgets in these latter markets are significantly higher than last year and continue to grow.

The post Brits to spend 3 times more online than French and Germans online this Christmas appeared first on Netimperative – latest digital marketing news.

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Nearly 170 million will shop ‘Cyber Week,’ most online traffic will be mobile

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According to the National Retail Federation, 164 million Americans will be shopping online and in physical stores over the five day period from Thanksgiving to Cyber Monday. This estimate is based on a consumer survey (n= 7,516) conducted by Prosper Insights & Analytics.

Black Friday will see most shoppers. Here’s the anticipated breakdown of shoppers by day:

  • Thanksgiving — 34 million.
  • Black Friday — 116 million.
  • Small business Saturday — 67 million.
  • Sunday — 32 million.
  • Cyber Monday — 75 million.

These are statements of consumer intent, and we’ll see over the next few days how the actual numbers play out.

Mobile traffic vs. mobile conversions. Another interesting question this year will be how much of e-commerce happens on mobile devices. Last year, according to Adobe, a majority of traffic to retail websites was driven by mobile devices, but less than 40 percent of transactions on Black Friday happened on smartphones or tablets.

Generational breakdown of mobile shoppers

Source: Oath holiday shopping survey of 1,000 US adults (2018)

Will the mobile traffic-conversions gap close this year? Somewhat, is the likely answer. That’s because smartphone owners visiting retail websites on smartphones are often checking deals or prices and then purchasing in stores.

However, a new survey from Verizon’s Oath found the percentage of people who intend to purchase directly on mobile devices this year has grown, especially among Millennials. Millennials are also more likely than others to shop in stores and then buy on their mobile devices.

Generational online and offline shopping behaviors

Source: Oath holiday shopping survey of 1,000 US adults (2018)

Why you should care. Any retailer that doesn’t have an easy-to-use mobile site is going to suffer this holiday season. In addition, if there is any friction in checkout flows or payment processing sales will likely be lost. Amazon should also be a major beneficiary of an increase in mobile shopping and buying. Accordingly, marketers advertising on Amazon should also benefit.

The post Nearly 170 million will shop ‘Cyber Week,’ most online traffic will be mobile appeared first on Marketing Land.

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