Author: Franz Malten Buemann

 

 

SALESmanago, one of the largest Customer Data & Marketing Automation Platform in Europe, has started a partnership with Google. The first initiative is the release of Cinderella AI – a search and recommendation tool for e-commerce. It was created on the basis of SALESmanago and Google AI Visual Search Engine solutions.

 

Cinderella AI is an innovative tool that allows you to search for products by using images. It uses Visual Products Search technology to significantly improve the shopping experience for customers. It’s a feature with huge business potential. According to Gartner, companies that decide to redesign their websites and adapt them to support Visual & Voice Search by 2021 will increase online sales revenue by 30%. It’s also a feature that consumers expect: according to SocialMediaToday, as many as 62% of millennials want to use visual search while shopping.

 

In order to create a tool based on the latest and most advanced technological solutions, SALESmanago decided to use Google AI Visual Search Engine – a visual search engine based on artificial intelligence. It allows to automatically display similar or matching products to previously selected or searched ones, reducing the time needed to make a purchase. Thanks to Cinderella AI, online stores can increase conversion rates and cart value by recommending products that match others, as well as conducting more personalized communication and better respond to customer needs – to generate recommendations can be used products available in the store and images selected by users. 

 

Operating in the martech market we observe the rapid emergence of new needs among our customers. They also expect them to be met immediately, so we have to quickly respond to such changes and constantly expand the range of available solutions. Thanks to the partnership with Google and the use of Google Visual AI tools we were able to quickly create a high-quality product that is already very popular with online stores around the world – says Konrad Pawlus, Vice-President and Founder of SALESmanago. 

 

Martech is a field where success is determined in milliseconds and only the best solutions can provide a competitive advantage. Polish companies in this sector are European leaders, which bodes well for the development of e-commerce by Polish manufacturers. Such partners are a great value for Google Cloud. It is their ambitions that set new goals for our technologies. We are very pleased with the partnership with SALESmanago and look forward to their next innovative solutions – says Magdalena Dziewguć, Business Director of Google Cloud in Poland.

 

Working together on the Cinderella AI is just the beginning of a partnership between SALESmanago and Google that will enable martech to prototype and innovate faster. As the founders of the company announce, there are plans to create more solutions based on Big Data and AI, which will be available based on the Google Cloud Platform. SALESmanago is currently working on unique tools, such as advanced multidimensional segmentation, using BigQuery – Google’s serverless data warehouse that enables scalable analysis of petabytes of data. Another project is Deep Behavioural Profiling, a feature that enables monitoring of all customer interactions with a product, measuring interest and personalization. For its development, the company uses Google solutions such as AppEngine, cloud-based development and web application hosting platform, and Firestore, a scalable NoSQL cloud database for storing and synchronizing data for client-side and server-side programming.

 

About SALESmanago:

 

SALESmanago is Poland’s largest and one of Europe’s largest Customer Data and Marketing Automation Platform. In 2021 the company plans to achieve revenue at the level of PLN 90 million. The company employs 255 people and is based in Kraków. SALESmanago is used by over 2500 clients including global brands such as Victoria’s Secret, Lacoste, Starbucks, Vodafone or AS Roma, and a large group of Polish companies operating on the e-commerce market such as 4F, Inglot, W. Kruk, BIG STAR, Drogerie Natura, twojesoczewki, KrakVet, 5.10.15, Bytom and a strong group of very dynamically developing organizations represented by Ania Kruk, Lilou, Preorder.pl, R-Gol.pl, Drogeria Pigment, Bobby Burger, or the Siepomaga foundation.

The company was founded in 2012 by Grzegorz Błażewicz and Konrad Pawlus. The company’s shareholder is, among others, Rafał Brzoska, CEO and founder of InPost.

 

About Google Cloud

 

Google Cloud enhances an organization’s ability to drive digital business transformation with the best infrastructure, platform, industry solutions, and expertise. We deliver comprehensive, advanced, and fully integrated cloud solutions that leverage the latest Google technology to help businesses operate more efficiently, adapt to change, and innovate the future. Customers in more than 200 countries look to Google Cloud as a trusted partner to solve their most important business challenges.

To understand the “rule of thirds” as it relates to web design, let’s start with an example.
Consider this image of a bull in a field:

Not too interesting, right? As the center of the image, the bull image feels a little bland and predictable. I’m willing to bet if you saw this image on a website, you wouldn’t dwell on it too long.
Now, consider what changes when we use the rule of thirds to place the bull away from the center:

A little more interesting, right?
The rule of thirds can help make your designs feel less predictable and more intriguing. And, ultimately, it has the power to capture the viewer’s attention for longer — which is critical when you’re trying to capture new audiences and convert those audiences into leads for your brand.
Of course, there are exceptions to every rule. Perhaps you’ll decide your designs are more compelling when they’re symmetrical. Still, you can only make the intentional decision for your own website after you’ve explored your options.
Here, we’ll learn how to use the rule of thirds in design and UI design to take your images to the next level.

How to Use the Rule of Thirds in Design
Simply put, the rule of thirds posits that designs are more interesting and visually appealing when you place the main object(s) of your design on one of the four intersections of a rule of thirds grid, or in one of the thirds sections.
It’s no secret that art is more than just guesswork. Dating back to Ancient Roman times, geometry has always had a place in significant artwork.
To understand the rule of thirds, let’s look at an example.
The rule of thirds draws two lines perpendicular to a page, and two lines horizontal to a page, to create a grid of nine boxes.
This divides your page into three one-third sections, regardless of whether you’re slicing the image horizontally or vertically:

Next, to use the rule of thirds in design, you’ll simply want to place your object(s) off-center by putting them into one of the thirds sections:

… Or on one of the intersecting points:

In the example shown above, the main focal point — the mountain top — is off to the left-side of the center of the image, in the first-third of the photo.
Fortunately, it’s easy enough to use the rule of thirds in your own images using a design tool like Photoshop, which offers a grid feature so you can ensure you’re accurately using the rule of thirds to create a more harmonious, interesting design.
Let’s dive into how you can create the rule of thirds grid in Photoshop in four quick steps, next. 
How to Create Rule of Thirds in Photoshop
1. To use Photoshop’s rule of thirds tool, simply open a blank page in Photoshop and click “View” → “Show” → “Grid”:

2. Next, go to “Preferences” → “Guides, Grid & Slices”:

3. Next, choose the color of the grid lines, along with the solid line. Then, change “Gridline Every” to “100 Percent”, with Subdivisions of “3”. When you’re done, click “OK”.
4. And there you have it! You now have a rule of thirds grid. To add your image, simply drag-and-drop the image onto the existing layered grid, expand it to fill the grid, and then move your focal object until it’s either in one of the thirds sections, or on one of the four intersecting points.

Examples of Rule of Thirds in UI Design
To consider the power of rule of thirds in user interface design, let’s take a look at some website examples, with a particular focus on which websites use the rule of thirds.

1. Soulful Vibes Co.

Here, the designer puts the main focus — on the crystal rocks, and the beaded bracelet with an elephant — on the left and right thirds sections, ensuring the visitor’s focus is on the center text itself: “It’s not just a movement, it’s a lifestyle.”
The designer uses the rule of thirds to create a peaceful, harmonious, casual aesthetic that looks more open and welcoming than it would if both objects were front-and-center on the page, which would likely feel more crowded and hectic.

2. HubSpot 

HubSpot uses rule of thirds to draw immediate attention to its slogan and “Get HubSpot free” CTA on the homepage, as most visitors’ attention will start on the left side of your website. Then, the cartoon images are placed on the right thirds section, to balance out the page. This helps create a user flow — from left to right — which would be more difficult to achieve with a symmetrical design.

3. Frans Hals Museum

This Netherlands museum website uses the rule of thirds to draw attention to the photo of the woman, located in the left-thirds section. The page is unique, engaging, and cohesive, and uses counter-images to balance the asymmetrical structure of the page — for instance, while the larger image of the woman is towards the left of the screen, there’s texts and additional images to the right to balance it out.
When to Break the Rules (of Thirds)
It’s important to note — in design and art, there are no strict rules you need to follow, and there are exceptions to every design rule or trend.
Once you understand the rule of thirds and how it can impact a user’s experience, you can break that rule when you see fit.
For instance, you might find it’s more compelling to keep your images at the center of your screen, like shown on Tone Dermatology’s homepage:

Here, the center focus on the woman is compelling and bold, particularly since she’s looking towards the left of the screen, so it’s still an asymmetrical image (you only see her eyes and nose on the left, and you only see her hair on the right).
This design layout works well to draw the visitor’s attention in — and likely wouldn’t have been as powerful if the designer had used the rule of thirds to place the woman towards the left or right side of the screen.
Ultimately, you’ll want to choose design elements that work best for your own brand’s needs. When in doubt, experiment with both more symmetrical designs and rule of third designs, and consider A/B testing to figure out which performs best with your audience.

If you’re a marketer, you’ve undoubtedly asked yourself, “How can I track clicks on a link in Google Analytics?”
Tracking clicks can help you understand where your audience is going from one page to another. It’ll also let you know what links they’re interested in, what CTAs they’re clicking, and more.

With the new Google Analytics 4, link click tracking happens automatically. This is great, because previous versions of Google Analytics haven’t been able to do it automatically. You used to have to set up custom event tracking, which can be confusing.
But we’re here to help. If you haven’t set up Google Analytics 4 yet and you aren’t sure how to get started with tracking clicks on a link, keep reading.

1. Add a Google Analytics 4 property to your site.
In Google Analytics 4, you can automatically track links. While GA4 rolled out in October 2020, your site won’t automatically switch to GA4. You need to set it up.
To do this, click “Admin” on the bottom left of your Google Analytics home page. Then, ensure the right account is selected, and in the “Property” column you’ll see a GA4 setup assistant. Go through the process (takes a minute or so), and then click “Create Property.”
You should be all done now and you’ll have GA4 set up.
2. Click “See your GA4 property.”
Once you’re done setting up GA4, you should be able to click “See your GA4 property.” This will give you all the information on your property that you need.
Before you continue, it’s a good idea to explore around and see what’s new in GA4.
3. Click “Data Streams.”
Now that you’ve explored and set up your GA4 property, you’ll want to click “Data Streams” in the left column.
This will give you detailed information about what GA4 is tracking for your site.
4. Click your site.
Lastly, you just need to click on your site, and you should see the enhanced measurement. It should automatically be toggled on.
This feature automatically tracks events such as page views, scrolls, outbound link clicks, site search, video engagement, and file downloads.
To see this information, your GA homepage should have an area now called “Events” where you can see outbound link clicks.
This is what it looks like when you see enhanced measurements:

5. Set up custom link clicks.
Now you’ve officially set up certain link tracking in the future. While this feature will help you track a number of events, you might want to track certain links clicks specifically. In this case, you’ll want to set up custom link clicks.
You can do this through Google Tags Manager. If you don’t already have an account, create an account for your site and connect to your GA4 property.
You can learn more about event editing in GA4 by watching this video:

Essentially, you’ll need to create a trigger to distinguish between the custom links you want to track and the page views and outbound clicks that the enhanced measurement feature is tracking.
Go to your Google Tags Manager and add a new trigger. Then, you’ll have to connect this trigger to your events tracking.
Watch this video to learn how to set up Google Tags Manager with your GA4 property.

While this is all great if you’re converting your current analytics account to GA4, it will only track these link clicks going forward. It’s not retroactive.
Now, let’s discuss how to track Google Analytics click events if you aren’t using GA4.
How to Track Clicks in Older Versions of Google Analytics
If you aren’t using GA4, then you’ll need to use Google Tags Manager. We have an in-depth guide to help you navigate the tags manager, because it can be confusing.
Without GA4, the process is the same as setting up custom events. Google Analytics didn’t have the capability to automatically track link clicks before GA4.
While it does now, you might not be using GA4, and still want to track those links.
That’s okay. You can read our in-depth guide, watch the videos in step 5, and review how to set up custom link click tracking through the Google Tags Manager.
While it might seem confusing to set up, there are numerous resources available from Google to help you set up custom event tracking. And it’s worth it. Knowing where your customers are clicking and being able to attribute a certain amount of clicks from one blog post to another is invaluable information.

The company is a profitable technology and services company. If interested, DM me and I can provide some specifics.
submitted by /u/surgesilk [link] [comments]

submitted by /u/Kloudportal7 [link] [comments]

For your team’s marketing efforts to be effective, you need to know which marketing channels and touchpoints are resonating with your audience most — you must understand which channels and touchpoints are so successful at whatever it is they do that they make leads want to convert.
Last click attribution can help you with this — it assists in identifying which marketing touchpoint prompted a conversion in the final part of the buyer’s journey.

Last Click Attribution Model
In this blog post, we’ll cover all things last click attribution including how it’s defined, what makes it unique, how your marketing team can use it, and more.

Pros and Cons of Last Click Attribution
Last click attribution is helpful if you want to know which of your marketing channels and touchpoints have the most influence in the final stage of the buyer’s journey.
While this is helpful information, it doesn’t account for the numerous other channels and touchpoints that impacted a customer from the very start of the buyer’s journey. This is important to note since there are a variety of touchpoints, across numerous channels, that impact a lead throughout the buyer’s journey — which is why most marketers today refrain from only using last click attribution. Rather, they’ll use multi-touch attribution or include last-click as part of their other marketing attribution efforts.
For instance, say a lead received an email from your email campaign, clicked through to your website, read a blog post, and then decided they wanted to buy your product. Well, last click attribution would only account for that last touchpoint — the blog post. Meanwhile, the other touchpoints throughout the buyer’s journey that contributed to this lead’s decision are dismissed.
That’s why multi-touch attribution has become such a popular attribution model among today’s marketers. Multi-touch attribution accounts for all of these touchpoints and channels and assigns them credit based on their influence.
In addition to last click and multi-touch attribution, you may have heard of first click attribution.
First Click vs. Last Click Attribution
FIrst click attribution differs from last click attribution because it assigns all of the credit for a conversion to the first touchpoint or channel (e.g. interaction on your website or with a marketing campaign) that a customer had before a conversion.
First click attribution is helpful if you want to know which of your marketing efforts are generating initial traffic in the awareness stage of the buyer’s journey.
Similar to last click attribution, this is a helpful attribution method on a small scale — combining it with other attribution methods is recommended in order to get a clear picture of your marketing attribution efforts.
Now, let’s talk about how your marketing team can use last click attribution.
How to Create a Last Click Attribution Report
If you choose to create a standalone last click attribution report, you’ll likely find yourself using an attribution tool.
If you already use an attribution tool, there’s a chance it has a specific report that focuses solely on the last click. There’s also a chance that it offers customizable attribution reports which would also allow you to create a last click report.
Either way, here are a few available options for your consideration as you look to create marketing attribution reports of your own.
1. HubSpot Ads Attribution

HubSpot Ads Software offers five attribution models — you can filter your ad campaigns by attribution report to determine how your ads influence contacts throughout buyer’s journey, all from within HubSpot.
If you create a custom multi-touch attribution report, you can hone in on last click/ last interaction data — you can also customize the group of contacts you want to report on, the status of your campaign (“active,” “paused,” or “deleted), and the date range.
Get HubSpot’s Ads Software to use CRM data to create personalized and targeted ad campaigns, and report on the ads that are converting prospects.
2. Google Ads Attribution

Google Ads Attribution gives insight into cross-channel attribution so you have a solid understanding of how your Google Ads perform among your audience — this insight allows you to improve all marketing interactions and touchpoints throughout the buyer’s journey.
Google Ads offers six attribution models, one of which is last click — it gives all of the credit for a conversion to the last event/ last-clicked Google ad and its corresponding keyword.
3. Facebook Attribution

Facebook Attribution gives you a complete look at how prospects and customers are interacting with your business throughout the buyer’s journey via Facebook (including the final stage of the buyer’s journey, when the last click occurs).
Facebook manages giving all of the credit for a conversion to the last click for you — no impressions or earlier touchpoints are credited. If a click occurs within 60 seconds of a visit, Facebook will credit the click.
Get Started With Last Click Attribution
Last click is a great addition to your attribution strategy. By determining what the last customer touchpoint in the buyer’s journey is prior to a conversion, you’re able to understand which interactions and content are likely to heavily influence your customers.