An Ignoble Experiment: Marketers are slow to transition to Google's new analytics

Created for ignoble.experiment@arconati.us | Web Version

June 29, 2022

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The Big Story

Facebook enhances group experiences with new tools

Facebook is testing a sidebar that lets users find, create or keep up with communities and launching a menu featuring information about shops, channels and events within groups. In-group audio rooms, topic feeds and Community Chat Channels are also in the trial stage.

Full Story: Adweek (6/28), Social Media Today (6/28), TechCrunch (tiered subscription model) (6/28)

	Create impactful results With over 100K communities, Reddit users can find the information they need from trusted communities. Ads on Reddit play an important role in helping users make smarter, informed purchase decisions. Read the infographic to learn how ads influence users.

Connecting & Collaborating

Opinion: Why inclusion should be a Web3 priority

The development of Web3 and associated communities, products and experiences can break "Web2's exclusionary hierarchies" that have hurt the LGBTQ community and ensure accessibility for all individuals, writes Kaitlyn Barclay, Scout Lab CEO. "When we consider language, visibility and technical accessibility, we're able to build a more equitable future for the internet," Barclay writes.

Full Story: Adweek (6/28)

How QuickBooks reaps rewards with LGBTQ+ influencers

(Pixabay)

Intuit's QuickBooks plans to increase its budget for LGBTQ+ influencers following recent efforts that yielded an average 10.3% engagement rate, and 30% of the comments were relevant to the campaign messaging, double the brand's benchmark. "We do our best to select influencers that we believe will perform well for a certain campaign, but once they're selected, we give them the creative license to develop content in their own voice and tone," said Intuit's Jennifer Buchbinder.

Full Story: Digiday (tiered subscription model) (6/29)

TikTok key to Deux social media strategy

Through its use of TikTok to debut new products and bring viewers behind the scenes, cookie dough company Deux has cooked up several significant retail partnerships. Patrick Butcher, in charge of marketing for Deux, said an agreement with Target will help expose the company to many other customers.

Full Story: Modern Retail (tiered subscription model) (6/28)

	2022 SmartBrief Reader Survey SmartBrief is running a quick five-minute survey to better understand our readers' interests to develop the next iteration of our newsletter. As a thank you for completing the survey, you will be entered to win one of five $100 Amazon gift cards. Start the Survey Now

Marketer Moments

Droga5, Rainn Wilson create a small pet show for Kaytee

(Kaytee/YouTube)

Droga5 created a mockumentary for small pet brand Kaytee, which stars Rainn Wilson as the owner of Kenneth the guinea pig, who he is trying to train to enter the Westminster Kennel Club Dog Show. The humorous video shows Kenneth eventually turned down from the prestigious show but that only prompts Wilson to create his own event, #SmallinShow, which small pet owners are invited to take part in for the chance to win prizes from the brand.

Full Story: Ad Age (tiered subscription model) (6/28)

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Platform News

YouTube gives marketers new branded video options

YouTube BrandConnect is launching short- and long-form video content packages for Branded Shorts, following trials with 13 brands, including one with Kellogg's MorningStar Farms which drove a 1,933% search lift on google.com. The platform features campaign management and measurement tools, Google integration and a creator matching service.

Full Story: MediaPost Communications (free registration) (6/28)

Marketers are slow to transition to Google's new analytics

(Google Analytics/Twitter)

Confusion is one of the main factors slowing the switch from Google's session-based Universal Analytics to its new event-based Google Analytics 4 replacement, which becomes the default in July 2023. While tech vendors are capitalizing on the resistance and planning competitive tool launches, experts suggest marketers begin working through the GA4 learning curve.

Full Story: AdExchanger (tiered subscription model) (6/28)

Pinterest CEO Silberman passes baton to Google exec
TechCrunch (tiered subscription model) (6/28)

Startup kids' social network Zigazoo raises $17M
Bloomberg (6/28)

Source: Meta prepares to sunset video Premieres tool
Social Media Today (6/28)

Measurement Matters

SMBs turn to TikTok to boost customer base

In a Hello Alice survey of small-and medium-sized businesses, 67% said they anticipated their largest customer growth from marketing on TikTok. "We've heard from countless small businesses that TikTok has helped them launch or build their business, and some have told us that TikTok helped them survive the darkest days of the pandemic," TikTok said in a statement about the survey.

Full Story: Small Business Trends (6/28)

Social Shareable

Dog rescues and befriends baby squirrel in viral TikTok

(leeshrideout/TikTok)

A TikTok video telling the story of a dog finding an abandoned baby squirrel and his owner taking it home to nurse has attracted 9 million views and 1.1 million likes. The clip shows Berlin the dog nursing and caring for Alvin the squirrel, with the pair becoming best friends.

Full Story: Newsweek (tiered subscription model) (6/29)

About the Editor

Mike Driehorst

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