Daily Archives: April 20, 2017

Google Analytics 360 & the Move to Enterprise Analytics

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As a digital marketer, odds are that you rely on digital analytics as a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting the most out of your analytics platform? What’s more, have you…

Please visit Marketing Land for the full article.

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SearchCap: Google Home users, Apple expands search ads & Google suggested video clips

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Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google Home users, Apple expands search ads & Google suggested video clips appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

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The Data Digest: Chatbots Can’t Fully Replace Humans Just Yet

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Customer service departments in all industries are increasing their use of chatbots, and we will see usage rise even higher in the next year as companies continue to pilot or launch their own versions of the rule-based digital assistant. What are chatbots? Forrester defines them as autonomous applications that help users complete tasks through conversation.
While Forrester’s Consumer Technographics® data reveals that 60% of US online adults already use online messaging, voice, or video chat services, there are challenges to widespread adoption. We reached out to our ConsumerVoices Market Research Online Community members to better understand consumer impressions of chatbots and found that our respondents had a difficult time identifying clear benefits to interacting with them. Many prefer to communicate with a representative who can show real empathy, address more complex needs, and offer them assurance.
Earlier this month, I attended the Qual360 2017 conference in Washington, D.C., where chatbots were a hot topic in both qualitative research and customer experience. Speakers highlighted the opportunity of chatbots while warning about their shortcomings. For example:
  • Paul Hudson of FlexMR and Tom de Ruyck of InSites Consulting focused on how chatbots are very capable of capturing large amounts of information and addressing simple needs, using rule-based logic and natural language processing capabilities.

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