The Figaro Digital Digest: 6th October 2017

by Figaro Digital

From analysing brain signals to Facebook admitting it doesn’t know everything, read about all the latest happenings and digital marketing news stories of the week below.

81  Per Cent Of Businesses Now Track Customer Journeys

The 2017 State of Marketing Attribution report quizzed 1,000 marketers around the world about attribution and found that four in five organisations are marketing themselves, though the majority (70 per cent) still struggle to act on insights. Despite this, it found 81 per cent are now tracking customer journeys.

When asked about their motivations of attribution, 70 per cent said it was to better allocate budget across channels, whereas 64 per cent cited a better understanding of a cross channel approach. With these insights 32 per cent have increased their digital marketing spend.

Of the marketers who do not have an attribution model as of yet, 59 per cent said this was due to a lack of knowledge.

Google Removes First Click Free News Publishing Policy

Since the introduction of digital publishing and pay-walls, Google has ensured its first click free policy which allowed access to up to three articles per day before hitting a pay-wall was upheld. In exchange of this free news, publishers were given better visibility in search results.

However, turning those ‘free’ users into subscribers has proven a difficult task for many and this week it was announced this policy was to be scrapped and be replaced by a model where publishers decide if and how many articles can be viewed for free.

eBay Is Analysing Brain Signals To Improve Its Shopping Experience

eBay has announced it is launching ‘the world’s first subconscious shopping experience’ where visitors will be given electroencephalogram headsets which measure electrical signals produced by the brain. The theory is that these machines will be able to tell when a person feels inspired and help to build ‘an entirely personalised shopping cart’.

‘The art of shopping’ is launched in coincidence with eBay’s new AI and machine-learning inspired homepage which is said to provide a more personalised user experience.

Facebook Admits It’s ‘Not 100 Per Cent There’ When It Comes To Measurement

At the IAB’s Digital Upfronts event on October 2nd, 2017, Ian Edwards, Facebook’s Head of UK Comms Planning, admitted the social network has a lot to learn about measurement. He said:

“At the moment, the process around measurement is first focusing on who sees the ads and for how long. Then it’s about focusing on how that ad changes perceptions of a brand. And finally, we study the outcomes – so someone being exposed versus someone not being exposed to an ad and the impact on purchase behavior offline and online.

“But when it comes to measurement, we’re still not 100% there even though we are making incredible strides.”

 

77 Per Cent Of Online Buyers Check for A Sales Confirmation Email

A new study by email service provider Mailjet has found that 77 per cent of UK respondents will always check for a purchase confirmation email after buying online. Furthermore, 33 per cent will expect multiple email updates regarding the stages of processing their order and where it is once dispatched.

41 per cent of people said they get annoyed if they have to wait more than a minute for a confirmation email and 19 per cent said they’d think negatively of a company if it had not been received with 10 minutes of purchase. Lastly, 49 per cent said they’d contact a company if a confirmation email never arrives.

 

For more news updates, guides and opinion pieces, take a look at a few more of our articles.