Connect with us

SOCIAL

Google Adds New Predicted Audience Action Tools into Google Analytics

Published

on

Google has added some new predictive metrics into Google Analytics which seek to help businesses connect with website visitors and app users that are increasingly likely to take certain, defined actions, in order to then guide your marketing activities based on those predictions.

As explained by Google:

“Analytics will now suggest new predictive audiences that you can create in the Audience Builder. For example, using Purchase Probability, we will suggest the audience “Likely 7-day purchasers” which includes users who are most likely to purchase in the next seven days.”

Google Purchase Probability

That could be handy, right? If you had a fair inkling as to which of your website visitors were likely to make a purchase soon, you could target them with relevant ads or offers to encourage that action.

So how does Google determine people likely to make a purchase?

The process utilizes Google’s advanced prediction capacity, based on your website data, in order to evaluate the likely response actions from each visitor.

“For example, users who have studied product details or added items to their carts have given strong signals that they’re already taking ownership of those products. Analytics goes beyond these simple signals and uses machine learning to find deep patterns of behavior that are unique to your property and show that a user is likely to convert.”

So it goes beyond these key indicators and factors in other actions which may not be as obvious, based on recorded user flows on your, specific website. That could provide some valuable pointers as to where, and how, you should focus your marketing efforts.

See also  WhatsApp is growing despite months-long backlash over policy update

There are, of course, some data requirements to facilitate such.

First off, websites need to be connected to Google Analytics (obviously), and also have benchmarking enabled within your data-sharing options. Websites also need to be collecting purchase (and/or “in_app_purchase”) events data, while Google’s system also needs a lot of activity to provide accurate predictions. 

  • A minimum number of positive and negative examples of purchasers or churned users. In order to be eligible it is required that 1,000 users triggered the relevant predictive condition and that 1,000 users did not.
  • Model quality must be sustained over a period of time to be eligible.

So, it won’t be for every business, but if your website meets these requirements, it could be a valuable addition, with Google’s new predictive audience options able to highlight specific subsets of people who are likely to make a purchase within the next week, as well as those likely to stop visiting your site, which you can focus on with re-engagement campaigns.

In addition to this, Google’s predictive metrics can also be used within your general marketing research process. Using the analysis module within Google Analytics, the data can highlight which of your campaigns helped you acquire users with the highest Purchase Probability, based on the same calculations.

Google purchase prediction

“With that information you may decide to reallocate more of your marketing budget towards that high potential campaign.”

These are more technical analytics options – and as noted, you need a fair amount of purchase activity for them to function. But as more businesses look to eCommerce options amid the COVID-19 shutdowns, there’ll no doubt be a lot of interest in these advanced data points.

See also  Instagram launches a new section for shopping product drops

And if they apply to your website and process, they are most definitely worth a look.

You can read more about Google’s new predictive insights here.

Socialmediatoday.com

Continue Reading
Advertisement

SOCIAL

Meta’s Developing and ‘Ethical Framework’ for the Use of Virtual Influencers

Published

on

Meta's Developing and 'Ethical Framework' for the Use of Virtual Influencers


With the rise of digital avatars, and indeed, fully digital characters that have evolved into genuine social media influencers in their own right, online platforms now have an obligation to establish clear markers as to what’s real and what’s not, and how such creations can be used in their apps.

The coming metaverse shift will further complicate this, with the rise of virtual depictions blurring the lines of what will be allowed, in terms of representation. But with many virtual influencers already operating, Meta is now working to establish ethical boundaries on their application.

As explained by Meta:

From synthesized versions of real people to wholly invented “virtual influencers” (VIs), synthetic media is a rising phenomenon. Meta platforms are home to more than 200 VIs, with 30 verified VI accounts hosted on Instagram. These VIs boast huge follower counts, collaborate with some of the world’s biggest brands, fundraise for organizations like the WHO, and champion social causes like Black Lives Matter.”

Some of the more well-known examples on this front are Shudu, who has more than 200k followers on Instagram, and Lil’ Miquela, who has an audience of over 3 million in the app.

At first glance, you wouldn’t necessarily realize that this is not an actual person, which makes such characters a great vehicle for brand and product promotions, as they can be utilized 24/7, and can be placed into any environment. But that also leads to concerns about body image perception, deepfakes, and other forms of misuse through false or unclear representation.

See also  Twitter's Testing Tweet Scheduling Built Into the Tweet Composer

Deepfakes, in particular, may be problematic, with Meta citing this campaign, with English football star David Beckham, as an example of how new technologies are evolving to expand the use of language, as one element, for varying purpose.

The well-known ‘DeepTomCruise’ account on TikTok is another example of just how far these technologies have come, and it’s not hard to imagine a scenario where they could be used to, say, show a politician saying or doing something that he or she actually didn’t, which could have significant real world impacts.

Which is why Meta is working with developers and experts to establish clearer boundaries on such use – because while there is potential for harm, there are also beneficial uses for such depictions.

Imagine personalized video messages that address individual followers by name. Or celebrity brand ambassadors appearing as salespeople at local car dealerships. A famous athlete would make a great tutor for a kid who loves sports but hates algebra.

Such use cases will increasingly become the norm as VR and AR technologies are developed, with these platforms placing digital characters front and center, and establishing new norms for digital connection.

It would be better to know what’s real and what’s not, and as such, Meta needs clear regulations to remove dishonest depictions, and enforce transparency over VI use.

But then again, much of what you see on Instagram these days is not real, with filters and editing tools altering people’s appearance well beyond what’s normal, or realistic. That can also have damaging consequences, and while Meta’s looking to implement rules on VI use, there’s arguably a case for similar transparency in editing tools applied to posted videos and images as well.

See also  Instagram launches a new section for shopping product drops

That’s a more complex element, particularly as such tools also enable people to feel more comfortable in posting, which no doubt increases their in-app activity. Would Meta be willing to put more focus on this element if it could risk impacting user engagement? The data on the impact of Instagram on people’s mental health are pretty clear, with comparison being a key concern.

Should that also come under the same umbrella of increased digital transparency?

It’s seemingly not included in the initial framework as yet, but at some stage, this is another element that should be examined, especially given the harmful effects that social media usage can have on young women.

But however you look at it, this is no doubt a rising element of concern, and it’s important for Meta to build guardrails and rules around the use of virtual influencers in their apps.

You can read more about Meta’s approach to virtual influencers here.





Source link

Continue Reading

SOCIAL

Meta Publishes New Guide to the Various Security and Control Options in its Apps

Published

on

Meta Publishes New Guide to the Various Security and Control Options in its Apps


Meta has published a new set of safety tips for journalists to help them protect themselves in the evolving online connection space, which, for the most part, also apply to all users more broadly, providing a comprehensive overview of the various tools and processes that it has in place to help people avoid unwanted attention online.

The 32-page guide is available in 21 different languages, and provides detailed overviews of Meta’s systems and profile options for protection and security, with specific sections covering Facebook, Instagram and WhatsApp.

The guide begins with the basics, including password protections and enabling two-factor authentication.

It also outlines tips for Page managers in securing their business profiles, while there are also notes on what to do if you’ve been hacked, advice for protection on Messenger and guidance on bullying and harassment.

Meta security guide

For Instagram, there are also general security tips, along with notes on its comment moderation tools.

Meta security guide

While for WhatsApp, there are explainers on how to delete messages, how to remove messages from group chats, and details on platform-specific data options.

Meta security guide

There are also links to various additional resource guides and tools for more context, providing in-depth breakdowns of when and how to action the various options.

It’s a handy guide, and while there are some journalist-specific elements included, most of the tips do apply to any user, so it could well be a valuable resource for anyone looking to get a better handle on your various privacy tools and options.

Definitely worth knowing either way – you can download the full guide here.

See also  Twitter Q3 misses big on revenues of $824M and EPS of $0.05 on the back of adtech glitches



Source link

Continue Reading

SOCIAL

Twitter bans account linked to Iran leader over video threatening Trump

Published

on

Twitter bans account linked to Iran leader over video threatening Trump


Iran’s supreme leader Ayatollah Ali Khamenei meets with relatives of slain commander Qasem Soleimani ahead of the second anniverary of his death in a US drone strike in Iraq – Copyright POOL/AFP/File Tom Brenner

Twitter said Saturday it had permanently suspended an account linked to Iran’s supreme leader that posted a video calling for revenge for a top general’s assassination against former US president Donald Trump.

“The account referenced has been permanently suspended for violating our ban evasion policy,” a Twitter spokesperson told AFP.

The account, @KhameneiSite, this week posted an animated video showing an unmanned aircraft targeting Trump, who ordered a drone strike in Baghdad two years ago that killed top Iranian commander General Qassem Soleimani.

Supreme leader Ayatollah Ali Khamenei’s main accounts in various languages remain active. Last year, another similar account was suspended by Twitter over a post also appearing to reference revenge against Trump.

The recent video, titled “Revenge is Definite”, was also posted on Khamenei’s official website.

According to Twitter, the company’s top priority is keeping people safe and protecting the health of the conversation on the platform.

The social media giant says it has clear policies around abusive behavior and will take action when violations are identified.

As head of the Quds Force, the foreign operations arm of Iran’s Revolutionary Guards, Soleimani was the architect of its strategy in the Middle East.

He and his Iraqi lieutenant were killed by a US drone strike outside Baghdad airport on January 3, 2020.

Khamenei has repeatedly promised to avenge his death.

On January 3, the second anniversary of the strike, the supreme leader and ultraconservative President Ebrahim Raisi once again threatened the US with revenge.

See also  Instagram Plans to Launch Multi-Participant Live-Streams Later This Month

Trump’s supporters regularly denounce the banning of the Republican billionaire from Twitter, underscoring that accounts of several leaders considered authoritarian by the United States are allowed to post on the platform.



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending