Dec 4, 20145 min read

Marketing Day: Twitter Launches App Tracking Tool, Holiday Weekend Mobile Transactions & More

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:

Outdoor Company To Post User-Generated #ThankfulThisHoliday Photos On Billboards Digital billboards operated by Lamar Advertising are getting sentimental this year, thanks to the company’s social media effort.
Chartbeat Shines A Light On Dark Social, Finds Missing Mobile Referrers Chartbeat appears to have solved a piece of the dark social puzzle. Turns out a significant percentage of unattributed traffic to publishers is coming from mobile apps and last night at 6 p.m. Eastern the analytics company flipped a switch on its real-time dashboard to place that traffic in its proper bucket. It’s still early, […]
Twitter Launches “Answers” For Free App Install Tracking Until now, advertisers using Twitter’s mobile app promotion to drive app installs could only get analytics on ad performance by working with one of the platform’s ad tech partners. Today, the company announced app marketers can get these insights for free via Answers. Answers is part of Twitter’s developer platform introduced in October, Fabric, which […]
Understand The Seismic Shift To Mobile & Make Peace With The Ghost Of Christmas Future Columnist Brent Hieggelke argues that mobile is more than just a marketing channel — it’s an evolution in how consumers interact with brands.
Black Friday & Cyber Monday Mobile Transactions Reached 37 Percent — Report When AppLoving predicted that 30 percent of Cyber Monday transactions would come from mobile devices there was considerable skepticism on Twitter, including from comScore’s chairman. According to the data consensus Cyber Monday mobile buying didn’t quite hit 30 percent but it did earlier in the weekend. Now, a new set of data from anti-fraud software […]
5 Ways To Embrace Your Inner Marketing Technologist How can you improve your marketing technology skills without sacrificing your day-to-day work? Columnist Erik Bratt has some tips.
Union Metrics Offers Free Instagram Check Up, Upgrades Analytics Dashboard For most marketers, Instagram analytics is a pay-to-play proposition. The Facebook-owned social network only offers its analytics dashboard to advertisers, and it has only been selling ads to a selected group of brands. So businesses that aren’t in the favored club and want deeper insights about their efforts on the popular network must turn to […]
Gauging Display Ad Effectiveness: Move Beyond Clicks & Into Engagement How are you measuring the effectiveness of your display ads? Columnist Liane Dietrich says emerging tools for looking at omni-channel engagement are proving invaluable.
“Dark Social” Is Still Nearly 70 Percent Of Sharing Activity Two years after Alexis Madrigal coined the term, we’re still largely in the dark about Dark Social. Dark Social, you’ll remember, is that portion of referral traffic that lacks information to trace it back to its source. In Madrigal’s Atlantic.com article introducing the idea, he reported that nearly 69% of social referral traffic to publishers […]