A critical mistake companies often make is to overlook an important type of data that can provide valuable insight: first-party data, according to Jay Marwaha, president and CEO of Syntasa, a behavioral analytics company. But in the quest to convert big data into “big insight,” a company’s own customer behavior data is the most valuable. Granted, converting customer data into insight is a complex process, but the competitive advantage gained by doing so is powerful.

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The growing popularity of large-screen mobile devices is having a big effect on mobile ads. That’s one of the takeaways from the new Adobe Digital Index’s Q4 Digital Advertising Benchmark report, released today.

Bigger smartphones, as well as phablets and tablets, mean that more of the clicks on ads are intentional — and fewer are “fat finger” accidental ones.

Fingers tapping what people actually want appears to be affecting both clickthrough rates (CTR) and cost-per-click rates (CPCs) for mobile ads.

Clickthrough rates for mobile devices saw a big boost in the report, 27 percent year-over-year for tablets and 26 percent for smartphones. This, in turn, has driven a 19 percent increase in CTR for Google advertisers in general (Q4 year-over-year).

The much higher CTR also represents a more efficient ad spend, the report noted, since the cost-per-click (CPC) rates are up only 8 percent on Google. In other words, it’s more return for the buck. Yahoo/Bing, the report said, is not so efficiently optimized, as CPC there is up 7 percent year-over-year while CTR growth is zero. To continue reading please click the link below;


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