Industry News, Holiday Campaign Planning

Industry IQ: Holiday Campaign Metrics for Retailers & What’s Brewing at Apple?

On the Fourth Day of Christmas, Marketing Land Gave to Retail Marketers: Four Commonly Misinterpreted Google Analytics Metrics

As a retail marketer, if there’s one time of the year you want to go into with the most accurate data in your holster, it’s the holidays — and it’s not even close.

That said, with the year’s most crucial buying period just around the bend, Marketing Land has outlined the four specific Google Analytics metrics that businesses most commonly hoodwink without many of them even realizing it: bounce rate, average session duration, direct traffic and site speed.

Do you need to increase in-store traffic for the holidays? Download our step-by-step guide for bringing shoppers to your stores

Contributor Stephen Murphy offers insights into how businesses are misinterpreting and, thus, misusing these four sets of data, while also serving up pro-tips on how these numbers can properly support retailers’ KPIs and give greater clarity just in time for the holiday rush.

According to Murphy, his analysis merely scratches the surface, as there are also hundreds of other metrics that cause confusion for retailer marketers. For now, however, these are the main offenders you should be worrying about.

Apple Preparing to Increase Augmented Reality & Automation Systems

It’s a great time to be in tech! According to Search Engine Land, Apple is seriously increasing its roster of augmented reality and automation system experts, pointing to a focused effort to improve the Apple Maps offering.

On last week’s earnings call, Apple’s CEO spoke to the goals that may explain Apple’s influx of talent: “…we are very focused on autonomous systems from a core technology point of view. We do have a large project going on and are a big investment in this. From our point of view, autonomy is the mother of all AI projects.”

Perhaps we’ll see what Apple has up its sleeve at the unveiling of the iOS 11 in the Fall.

Controversial Article Regarding Diversity in Tech Circulates Around Google

On Friday, Motherboard reported a Google employee was circulating an anti-diversity manifesto. The 10-page document covers gender and political biases, and prompts Google’s employees to bring “dissenting” views against the roots of equality in order to foster progress. The article’s contents are laden with offensive views, such as:  “Women, on average, have more: Neuroticism (higher anxiety, lower stress tolerance).”

The manifesto was met with significant pushback, and Google’s VP of Diversity, Integration & Governance, Danielle Brown, published a response to the controversy. In it, she writes:

Part of building an open, inclusive environment means fostering a culture in which those with alternative views, including different political views, feel safe sharing their opinions. But that discourse needs to work alongside the principles of equal employment found in our Code of Conduct, policies, and anti-discrimination laws.”

While Brown’s response may be frustratingly neutral — we expect to learn more about the repercussions of this document in the coming days.

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