Monitoring web migrations: A checklist for moving from one site to another

Whether it is a website rebranding, a consolidation of different web properties or an HTTP to HTTPs migration, when you are implementing a structural web change, it is critical to monitor the crawling, indexing, rankings, traffic and organic search conversions on both the old and new web locations. Careful tracking will enable you to fix any potential problem as they arise. Besides establishing a relevant strategy to follow that include search engine optimization (SEO) best practices, here are ...
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Using Sprout to Understand Customer Sentiment

Feelings. They’re complicated. Especially where social media is concerned. Throughout existence our brains have evolved to connect the dots of our experiences into meaningful patterns, but the boom of social media and digital language has made comprehending sentiment an entirely new beast. This dilemma is particularly frustrating for marketers. Research has shown that people only agree on the sentiment of Tweets 60-80% of the time. Emojis, sarcasm, slang, limited context—these nuanc...
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How to deliver a data-driven search marketing strategy using customer intent trends

Where is the biggest opportunity in marketing at the moment? According to Sophie Moule, Head of Marketing at Pi Datametrics, it’s the sheer amount of customer data that we can get from search. With 3.5 billion searches per day being carried out by Google, not to mention on vertical-specific websites like Amazon, YouTube and Pinterest, there is a huge sea of data available on customer intent which marketers should be taking advantage of. But what is the best way to go about doing so? Having reams...
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Lotame introduces Precision Audiences to boost its data accuracy

Data providers are increasingly looking to differentiate themselves with assertions of a higher level of accuracy. Recently, for instance, predictive analytics firm EverString launched a new platform that it said offered twice the standard rate of accuracy for its business data. And now, data management platform Lotame has launched Precision Audiences, which it says results in higher accuracy levels than industry benchmarks. In Precision Audiences, SVP and GM Jason Downie told me, a seed audien...
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Snap sales boss Jeff Lucas steps down as its programmatic sales ramp up

Snap is losing its global sales boss with the big-time traditional media pedigree at a time when Snapchat’s parent company doesn’t necessarily need a global sales boss, let alone one with a big-time traditional media pedigree. Snap VP and Head of Global Sales Jeff Lucas is leaving the company less than two years after he joined, a Snap spokesperson said on Monday, confirming an earlier report from Cheddar. The news may be something of a shock given the raft of executive departures Snap has expe...
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