• Facebook introduces Flight Ads, letting advertisers target users searching for flights on travel sites and apps.

    Facebook expanded the options airlines have for reaching potential travellers with its flight ads, which were previously referred to as dynamic ads for travel for flight.

    It was already possible for Airlines to use the existing dynamic ads to target people who had visited their websites or used their applications while searching for flights.

    Facebook announced this morning that airlines now have the ability to target people who express interest in travel.

    “Let’s say people are looking at holiday trips to Mexico by browsing several airline sites and flight pricing apps. Airline brands can now use flight ads to reach those people with tailored ads promoting relevant flight routes. In addition, travellers who visit a travel-related Facebook page but have not yet chosen a trip destination may see an ad to visit an airline brand’s site.” Facebook said in a post.

    It also said that the information used in these new ads is aggregated and anonymized, ensuring users data protection. It will also be possible to opt out of those ads by clicking the x or adjusting their Ad Preference settings.

    The global rollout will happen in the coming weeks and will be seen on Facebook, Instagram and the Facebook Audience Network.

    The social network added that airlines can use these new ads to reach customers without obtaining any personal information about them.

    Looking to manage your flight and hotel data? Quidtree can help. The complete data management software to boost your marketing efforts.

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  • Magento: An Adobe company.

    In May this year, Adobe acquired Magento for $1.68 billion. 

    The larger platform companies out there like Adobe, SAP and Oracle have been trying for years to own the complete digital customer experience market from start to end. Providing support for marketing, commerce, data management, personalization, content creation and more.

    Adobe was lacking an e-commerce platform. After multiple failed attempts at acquiring other e-commerce platforms, this acquisition comes as no surprise.

    The addition of the Magento Commerce Cloud will enable commerce to be seamlessly integrated into the Adobe Experience Cloud, delivering a single platform that serves both B2B and B2C customers globally. The Magento Platform brings together digital commerce, order management and predictive intelligence into a unified commerce platform enabling shopping experiences across a wide array of industries.

    In my opinion, this is where it gets a bit messy.

    The functional overlap between the two platforms is huge – from content workflows and editing, page building, SEO, user management, themes and many more. The competing functionality between the two solutions will make for a poor developer experience and for a poor merchant experience.

    The amount of innovation taking place in the martech landscape is astonishing. It would be impossible for any one company to have the best product suite across the many categories. The only way to get around this hurdle is integration. This is what they hope to achieve.

    Open Source

    I think one of the biggest things to watch in this acquisition is whether or not Adobe adopts Magento’s open source nature. Although it has been lacking in the past years, Magneto has made a huge effort to rekindle its open source community in recent years. It would be a shame to see this go to waste. Adobe has typically been open source “second” whereas Magento has been open source “first”.  My hope is that these Open Source efforts continue now that Magento is part of Adobe. If they do, its an amazing win for the Open Source community.

    Magento Commerce is a leading provider of cloud commerce innovation to merchants and brands across B2C and B2B industries. In addition to its flagship digital commerce platform, Magento Commerce boasts a strong portfolio of cloud-based omnichannel solutions that empower merchants to successfully integrate digital and physical shopping experiences. Magento Commerce is the #1 provider to the Internet Retailer Top 1000, the B2B 300 and the Top 500 Guides for Europe and Latin America. Magento Commerce is supported by a vast global network of solution and technology partners, a highly active global developer community and the largest eCommerce marketplace for extensions available for download on the Magento Marketplace. More information can be found at

    Do you use Magento? Quidtree will soon be adding Magento functionality. Subscribe to our blog to stay up to date. Or get in contact with us and let us know what you want to see in a tool like Quidtree.

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  • The true worth of your data

    Data is the new oil.

    It has an immense amount of uses and drives nearly all facets of the consumer-driven market. It’s important to understand the worth of your data because the vast majority don’t. At the moment the data market is predominantly a business to business marketplace. Businesses using other businesses data to increase their marketing strategies and target consumers more accurately. Companies are now looking into allowing consumers to sell their data from personal devices like smartphones, cars and wearable technology. Data is huge, and it continues to grow at an exponential rate. Companies are reporting that the amount of data being collected is increasing by 40% per year.

    Because of such a data-driven market, the quality is very important. Sifting through hundreds of terabytes of data is virtually impossible to do manually. Valuing data is complex and extremely context dependent, these factors are hugely important but difficult to quantify. The data values will also change over time in response to an ever-changing marketplace.

    Huge data-focused companies like social media websites, for example, Facebook, can earn somewhere between one to two thousand euros for a single users data per year. Data is constantly being collected from us and not only does the user not realise this, most companies don’t either. Companies that do understand the value of data are struggling to keep up, most data sources are increasing by 40% per year. The Strategy unit at PwC estimated revenue from commercializing data will grow at a rate of $300 billion per year, in the financial sector alone. In other words, the marketing opportunity for data monetization is massive.

    So what can your company do to create a formula for data valuation?

    Firstly you need to look at the value of the data you are using. The use of data can be defined by its application and by the frequency of the data’s use. Data needs to be seen as a strategic asset for the company. This data asset can be sold, traded or acquired, generating a monetary value. This value can also be generated indirectly when a new product or service using this data is created but the data asset remains unsold.

    Data value differs from other assets in that it can often increase in value the more it is used. Meaning the data that is being used frequently can be viewed as an asset exhibiting an increase in returns vs use. Then you need to look at the costs of the data asset which is usually the collection, storage and maintenance. From there you can start creating a sense of what value your data has to your company.

    Data is the new oil and its time to put it to good use.

  • Digital Advertising Terms Explained For Beginners

    So, you’re new to digital marketing. You already have enough on your plate and then you have to start learning the language of the digital world. Advertising terms can be confusing and hard to wrap your head around. But never fear, I have chosen some of the most commonly used jargon and acronyms from the digital marketing world, so you can focus on what really matters. To make your lives easier, learn these important terms so the next time you talk to an expert digital marketer, like one of us at Quidtree, and hopefully, you won’t get lost in the jargon!

    What is an Audience?

    In Google Analytics, you can segment people many different ways, including by demographics, geography, interests and site browsing history. These segments are referred to as audiences.

    What is Attribution?

    Trying to answer the question of what digital marketing efforts led to a conversion on your website. Google Adwords has several different attribution models that try to account for this.

    What is Bounce Rate?

    The percent of visitors that leave the page they entered your website on without visiting another page. A high bounce rate could mean an off-topic page or poor design.

    What is Branded Search?

    When somebody searches for your products or services along with your brand name, meaning they already know about your company (and are more likely to purchase from you instead of your competitors).

    What is Conversion Rate Optimization? (CRO)

    The practice of increasing the percentage of website visitors that perform your conversion, or desired action (form-fill, call, subscribe, purchase, etc.).

    What is Keyword Volume?

    The number of monthly searches a particular keyword gets on average.

    What is a Landing Page?

    A page specifically designated for a visitor to land on. Landing pages are usually highly specific to a given topic in order to have the best chance of the visitor converting to a lead or customer.

    What is Marketing Automation?

    The process of automating repetitive tasks associated with online marketing through the use of technology such as software. Examples can be automated emails, social media posts and other forms of engagement related to customer relationship management.

    What is Native Advertising?

    Ads that appear as if they are a part of the content where they are placed.

    What is a Negative Keyword?

    A keyword or search term that you do not want to show up for. In Adwords, Bing and Yahoo, you can add negative keywords to block them and avoid paying for ads on those results pages.

    What is AdWords Quality Score?

    A rating of your advertisement from Adwords, Bing, or Yahoo. While the exact formula for each publisher varies, it generally incorporates relevance, landing page experience, and click-through rate. The publisher then multiplies your bid by your quality score to determine how high your ad ranks on the results page. Having a higher quality score will usually result in a lower cost per click.

    What is Retargeting?

    Showing ads to users based on their previous browsing activity. For example, having your display ads show up on Facebook to people who have visited your website in the last 30 days. You can also use RLSA (see below) to retarget with search ads.

    What is a Subscriber to digital marketing?

    In digital marketing, a subscriber is someone who has opted-in to receive content from you. In most cases, this means someone who fills out a form on your website and agrees to receive emails.

    Now onto my favourites. ACRONYMS.

    CPA (Cost Per Acquisition)

    Cost per acquisition measures what you pay each time someone clicks on an ad and then performs an action you have set as a goal. It is one of the commonly used bidding strategies for paid search.

    CPC (Cost Per Click)

    Cost per click measures what you pay for each click on an advertisement, or at a higher level across a group of ads or campaigns.

    CPM (Cost Per Mille)

    Cost per mille is what you pay per 1,000 impressions of an ad.

    CRM (Customer Relationship Management)

    Customer relationship management refers to how you keep track of your leads and current customers. It also refers to how you engage these people, and how they are interacting with these engagements.

    CTR (Click Through Rate)

    Click through rate for an ad is the number of clicks divided by the number of impressions.

    KPI (Key Performance Indicator)

    A key performance indicator varies based on your company, but it generally defines a digital marketing metric that is heavily correlated with your overall goals and strategy, such as conversions.

    PPC (Pay Per Click)

    Pay per click generally refers to paid advertising across search engines and display networks where you are charged by the publisher based on the number of clicks on your ad.

    RLSA (Remarketing Lists For Search Ads)

    Remarketing lists for search ads is a type of campaign in Google Adwords where you build a custom audience of people who have visited your site or searched for your products. You can then specifically target this audience through search remarketing.

    ROAS (Return on Ad Spend)

    This key metric measures the value you assign from conversions (revenue or profit, when possible) divided by the cost of the advertising. Keep in mind that when revenue is used as the value, ROAS can be misleading if you do not factor in your profit margins.

    RSS (Really Simple Syndication or Rich Site Summary)

    Really Simple Syndication is a format for publishing web content that frequently changes. Think of it as a common language for content, such as blogs, that you want to distribute across the web even though it needs to be frequently updated.

    SEM (Search Engine Marketing)

    The paid side of search engines, including Google, Bing and Yahoo. SEM refers to your strategy surrounding paid traffic to your website.

    SEO (Search Engine Optimization)

    The non-paid, or organic side of search engines, including Google, Bing and Yahoo. SEO refers to your strategy of getting traffic to your website without paying for it.

    SERP (Search Engine Results Page)

    A search engine results page is a term for the page you see when you search for a certain keyword. It is commonly referenced when analyzing where you rank for a keyword, as well as where your competitors are ranking.

    UTM (Urchin Traffic Monitor)

    A UTM is a parameter, or a tag, that you add-on to the end of a URL to help with understanding attribution in digital marketing. When someone clicks on a URL with a UTM at the end of it, that can be tracked in Google Analytics to help you understand more details about how people are getting to your website.

    So there we have it, advertising terms explained. Hopefully, this has helped the new kids on the block with the confusing jargon and refreshed the minds of those who may have forgotten. Be sure to bookmark this page to use as a reference, you never know when you might need to check in again

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