We’re 25% of the way through the year and Google are dropping some serious changes and updates to their platforms including Analytics 360 and an AdWords platform redesign. We also saw some to solid developments and setbacks in Artificial Intelligence in March – Microsoft’s teenage AI bot ‘Tay’ was corrupted by nefarious Twitter users and subsequently taken offline and Google’s ‘AlphaGo’ AI beat word-class player Lee Se-dol at the board game “Go”.
It’s first interface update since 2008 (if you don’t count the updates to the AdWords ‘power tool’). In March Google announced that they would be updating the user experience of their integral advertising tool. While functionality is unlikely to change usability in terms of navigation and speed can only be welcome!
According to digital data giants ComScore mobile now accounts for 65% of all time spent on digital media, giving rise to the fact that the desktop is now becoming the ‘secondary touch point’ mobile once was. If you needed another argument to focus strategy on mobile, this could definitely be it. Read more from the official comScore report here.
Towards the end of the month Twitter announced that they were introducing steps to simplify conversion tracking and audience segmentation utilising a single tag (in much the same way as Facebook already does)
“Previously, you needed to create a new snippet of code for each conversion event you wanted to track and each tailored audience you wanted to build. With the universal website tag, you can install a single snippet of code — the universal website tag. Once installed, you can use the universal website tag to easily create and manage conversion events and tailored audiences without making any additional changes to tags on your website.”
In March Google announced ‘Analytics 360’ – a suite of tools (most still in Beta) with the combined goal of giving a stronger view of the entire customer journey including both online and offline touchpoints. Of particular use to businesses with both online and offline presences and businesses with long lead in and conversion funnels this new platform is likely to help pave the way to far better customer experience.
It’s been speculated that Apple Pay is finally rolling onto websites, potentially making paying for lower cost items online incredible easy. The service will be available to iPhone and iPad users that have touchID capability. Potentially huge news for retailers that facilitate impulse purchasing or supply goods for under the Applepay limit.