Divide and conquer.

 

 

GOOGLE

Google secretly scraped massive amounts of users’ data

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We all know that Google gathers and stores users’ data for advertising purposes but, according to this recent suit against the search giant, Google has been collecting information even if users opted out of sharing it.

“Google tracks and collects consumer browsing history and other web activity data no matter what safeguards consumers undertake to protect their data privacy”.

The main issue is that while Google allows users to opt out of data collection, other Google tools used by websites continued collecting the IPs and browsing history of these users.

The tools referred to are Google Analytics and Google Ads Manager.

Google’s response? They strongly disagree with the charges and will defend themselves. In other words, an advocates’ war is on the horizon.


GROWTH

The Growth Lever Tracker

Are you sure your efforts are focused on tasks that truly generate growth for your business?

Well, listen, if you want to make sure you’re using your time wisely, we found this cheatsheet shared by Adrianne at ADmission.

It allows you to align your top three weekly priorities with each metric in the growth equation.

According to Adrianne, the growth equation is:

Growth = Visitors x Conversions x Cash Multipliers (Cash Multipliers = Average order value and lifetime value).

So, you should be focusing on tasks that directly influence these variables. That is, assuming you have growth in mind.

The sheet shared by Adrienne also lets you report on the percentage change week after week. Additionally, you can use it to attribute these growth tasks to other members of your team.

Check it here.


JOIN THE CREW

Hey, we’re hiring a Managing Editor & Head of Content!

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Yep, there’s a spot on The Crew for you… Or a friend. We’re looking for someone to take on the role of Managing Editor & Head of Content.

We’re a fully remote team so, as long as you take care of what needs to be done, you can work from anywhere you want. You will also get the chance to travel to industry conferences all over the world (once they are allowed again) and a few other perks.

You will be managing the daily content for this newsletter and also writing part of it. You must be an engaging storyteller who can adapt to The Crew’s style, a native-level English speaker and enthusiastic about marketing. Oh, and attention to detail is also important.

Check out the full job description here (including starting salary) and get in touch if you think you’re a good fit.

Pro tip: Get creative from the very first contact!


EMAIL

Divide and conquer: How to properly segment your subscribers for better campaigns

It’s no secret that we like email. We’ve learned a lot by doing this daily newsletter, but there are still so many things we’re less experienced in that we need to explore. One of those topics is something Joshua Chin tackled in this post in the Facebook Ad Buyers group.

It looks into why segmentation is a must-have (especially for e-commerce businesses) and how to use it… We had to bring you the main points to apply in your campaigns too.

What’s the best way to segment your audiences? Think of different buyer categories. From the bargain chaser to those looking for exclusivity (for which they are willing to pay more). Here are some examples of the bare minimum segments you should use:

  • Demographics: Age and gender are the two big ones, depending on what you are selling. You can use more data if you have it.
  • Activity level: Sending emails to inactive subscribers will hurt your long term deliverability and open rates. This is something we’ll discuss in more detail ourselves. The deliverability guide we promised goes public tomorrow!
  • Past buyers: They say it’s easier to sell to an existing customer, especially if they had a great experience with you. Make sure you use this to your advantage!

How much deeper can you go? These are the basics but, with the right tools and some creativity, you can go much deeper. Here are some examples from Joshua of some questions you can ask yourself when building more targeted segments:

  • How long has the subscriber been inactive?
  • If they are active, what was the activity sign? Opened email, visited the store, both? What else?
  • When was their last purchase?
  • What was the last product they bought?
  • Did they add related products to their cart already?
  • Have they viewed products in the store recently?

By answering these questions, you can expand from basic segments and personalize the experience based on where your subscriber is in the customer journey.

Combine these segmentation tips with our email deliverability guide (that will be published tomorrow) for maximum results. Keep your eyes peeled for it in tomorrow’s newsletter!


ROUNDING UP THE STACK

  • LINKEDIN ADS: Advertisers rejoice! LinkedIn is bringing some new retargeting capabilities that you’ll enjoy.
  • SEARCH: A bug a day keeps the webmaster insane. Yesterday, Google reported indexing issues that could cause stale search results.
  • FIREFOX: While far from Chrome’s dominance, Firefox is still relevant and version 77 has been released with faster JavaScript debugging and optional extension permissions.
  • FACEBOOK: Control your profile information even more with these Facebook updates.
  • SECURITY: Data leaks seem to be getting more and more common. Chris Vickery discusses how an app maker exposed millions of user account and device details.
  • PUSH NOTIFICATIONS: Continuing the trend that started back in January, the new Chrome update will make it even harder for abusive websites to gather push notification subscribers.
  • GOOGLE ADS: With this update to the Keyword Planner you can find relevant keywords faster!

BRAIN TEASER

What has six faces, but does not wear makeup, has twenty-one eyes, but cannot see?

You can find the solution here.


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POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.

Did Joe Rogan get ripped off?

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Recently, Joe Rogan’s decision to move his show exclusively to Spotify made a bang in the podcast scene.

But while some think that Joe made a good deal, Andrew Wilkinson from Supercast thinks Joe got ripped off.

Until now, Joe Rogan was making roughly $64M per year and this Spotify deal is worth an estimated $100M. However, Andrew Wilkinson thinks that Spotify got a steal, and maybe that $3B bump in market capitalization is proof?

But why does he think that?

  • He lost his audience: When you are a podcaster, your subscribers are your currency. Now his 11M monthly listeners are Spotify’s currency.
  • Spotify rakes in the recurring revenue, which is approximately $100M per year as calculated by Andrew Wilkinson.

However, this isn’t really about how full the bag is. Joe Rogan’s daily life won’t change drastically, but this is more about the control over his audience and content.

What would have you done if you were Joe Rogan?


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