Marketing Day: Facebook Analytics, Marketo buys Bizible & Radius merges with Leadspace

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

From Marketing Land:

• Facebook unveils new analytics features, including a tool to track the omnichannel journey
  May 2, 2018 by Robin Kurzer
  The social media company made this announcement — and many others — at F8, its developer conference in San Jose.
• Searcher intent: The secret ingredient behind successful content development
  May 2, 2018 by Dave Davies
  Contributor Dave Davies takes the guesswork out of determining what type of content will resonate with an audience by creating Excel formulas to help determine what a searcher may be looking for.
• Look Ma, no keywords! Phrase-free AdWords campaigns are here
  May 2, 2018 by Andy Taylor
  Contributor Andy Taylor discusses Google’s new Local Search Ads Experiment in AdWords, which uses address and location categories in lieu of keywords to trigger relevant local results.
• How to use good ol’ PPC to support fun and creative branded content
  May 2, 2018 by Kevin Lee
  Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC campaigns.
• Let’s face it — clickbait works. Here’s how to use it to your advantage
  May 2, 2018 by John Lincoln
  Hook people with a creative title using the right words as “bait,” and searchers will click your links, says contributor John Lincoln. Here are 9 examples of successful titles that encourage better click-through rates.
• Intent-based keyword research: Let Google be your guide
  May 2, 2018 by Jacob Baadsgaard
  Contributor Jacob Baadsgaard takes a look at why intent is an important part of keyword research and explains how to use Google to guide your SEM and SEO keyword strategies so you’re not losing time or money.
• Marketo buys Bizible, adds ‘deeper attribution’ to its engagement platform
  May 2, 2018 by Robin Kurzer
  The move gives marketers the ability to track the buyer journey across all activation points.
• How Salesforce’s acquisition of CloudCraze expands its Commerce Cloud
  May 2, 2018 by Barry Levine
  There is now a B2B side to complement the previous B2C focus, pointing to more ways for Salesforce’s CRM to become e-commerce-enabled.
• Here’s why Radius and Leadspace decided to combine
  May 2, 2018 by Barry Levine
  The two firms, best known for their predictive lead scoring, are now merged under the Radius brand in order to offer scale, global reach and quality data.
• MetaX launches a blockchain-based whitelist of websites
  May 2, 2018 by Barry Levine
  The pilot project, called the adChain Registry, tests the idea of a community curating a list of quality sites, maintained through a miniature token-based economy.
• How to seamlessly augment the retail experience
  May 2, 2018 by Rohit Gupta
  Contributor Rohit Gupta predicts the future of in-store interactions which will be enabled by advanced technologies.
• Identity is having its moment, but most martech isn’t ready
  May 1, 2018 by Mike Sands
  With many in the industry recognizing identity as its own separate martech category, contributor Mike Sands says brands must get up to speed with this central concept.

Recent Headlines From MarTech, Our Sister Site Dedicated To Marketing Technology:

• What is ad effectiveness, and how does it help your business?
  May 2, 2018 by Digital Marketing Depot
  Humor aside, Wanamaker wasn’t joking. And the challenge still remains with brands struggling to accurately capture the performance of their online ad campaigns amidst a fragmented array of marketing touch points.
• Snap revenue takes a hit in Q1 2018, down from $286M in Q4 2017 to $231M last quarter
  May 2, 2018 by Amy Gesenhues
  CEO Evan Spiegel says the company sees early signs of stabilization following its Q1 2018 redesign.
• 6 ways ABM turns classical lead scoring on its head
  May 2, 2018 by John Steinert
  Don’t be afraid to break the “rules” to drive the results you need, argues contributor John Steinert.

Online Marketing News From Around The Web:

• A new Twitter experience on Windows, Twitter
• Cambridge Analytica Closing Operations Following Facebook Data Controversy, Wall Street Journal
• Don’t Crash and Burn! Here Are 3 Ways to Test Your Emails before Hitting ‘Send’, AWeber
• How to Generate B2B Leads on LinkedIn, Ignite Visibility
• How to Measure and Benchmark Your Instagram Influencer Program, Simply Measured
• How to Retarget People Who Click on Curated Content, Social Media Examiner
• Influencers offline: A candid analysis from social media’s creators and distributors, Digiday
• Placement & brand safety are important, but are we forgetting ad quality?, Econsultancy
• Survey: CMOs Struggle to Connect Marketing Efforts with Company Success, KoMarketing
• Who’s Using Local AR? And How Often?, Street Fight