Aug 31, 20173 min read

Marketing Day: Real-time attribution, location modifiers & AdSense User First beta

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Your account structure might be hurting performance. Here’s why (and how to fix it) Aug 31, 2017 by Matt Lawson Oversegmentation is often the enemy of automation. Columnist and Googler Matt Lawson talks about how a fussy account structure can tank AdWords performance.
Why real-time attribution is (mostly) irrelevant, and what to do instead Aug 31, 2017 by Alison Lohse To get the most out of your marketing attribution, contributor Alison Lohse believes right-time insights are far more important than real-time data.
Lookalike modeling breathing new life into old channels Aug 31, 2017 by Jordan Elkind Columnist Jordan Elkind explains how a mainstay of the ad tech industry is opening up new possibilities for online and offline targeting.
Google says we don’t need no stinking location modifiers… or do we? Aug 31, 2017 by Andrew Shotland Google recently stated that users are beginning to drop location qualifiers when searching for local businesses. But is it time for local SEOs to stop focusing on these terms? Columnist Andrew Shotland discusses.
Google launches AdSense User First beta to test if fewer ads & better targeting can make more money for publishers Aug 31, 2017 by Ginny Marvin The beta is aimed at publishers who prioritize user experience.
3 reasons I deleted your cold outreach email Aug 31, 2017 by Andrea Lehr Are your cold emails ending up in the junk folder or trash? Contributor Andrea Lehr shares three common mistakes people make when writing cold emails and how you can avoid them.
Lithium adds Jive-x tech to its customer community platform Aug 31, 2017 by Barry Levine The acquisition boosts Lithium’s customer communities in document management, event management and additional client companies.
Fuze CMO: A single source of truth for customer data ‘collapses under its own weight’ Aug 31, 2017 by Barry Levine The former CMO of Eloqua, Brian Kardon, likes silos of data — as long as they have porous walls and are connected by unique identifiers.
Buying a pre-owned domain? Check these 10 things first Aug 30, 2017 by Stephanie LeVonne Purchasing a previously owned domain can be risky, but columnist Stephanie LeVonne has some tips to help you vet the domain and ensure a smooth site migration.
Survey: More consumers seeking to buy directly from brands vs. retailers Aug 30, 2017 by Greg Sterling Survey of 1,000 US adults contains lots of findings and implied recommendations for both brands and traditional retailers.