Rob Stagno shows his bias in a post about big data, calling out significant advantages to working with an agency that can "own the intelligence layer of data." He means having access to those who know how to analyze metrics that generate conversions and leads. Data isn't worth zero without having the ability to mine the insights. As Stagno explains, it requires skills beyond understanding measurement scores. Read the article here.

How much does the iOS 6 default to Google's secure organic searches being incorrectly attributed as direct visits affect marketers' campaigns? Mark Ballard offers guidance on estimating the impact. He tells us only 7% to 8% of iOS 6 paid search clicks do not pass referrers' data. He explains what it means and how to manage it. Read the article here.

Optimization takes time and patience. Andrew Lolk lists five optimization strategies marketers can implement in most AdWords accounts in 60 minutes. Some of the tips he steps through include checking the dimensions tab for bid adjustment, lowering bids for keywords with conversion costs above benchmarks, and adding negative keywords first. Read the article here.

People learn from testing and practice. Segmenting mobile campaigns from desktop can provide greater insights. Jeremy Hull provides insights on how to "break" Enhanced Campaigns to segment smartphone traffic from other campaigns running on desktop, even mobile devices. He provides several steps, and points to the missing element in the Enhanced Campaigns that may cause this "trick" to stop working. Hull tells marketers how to segment smartphone traffic. Read the article here.

Investors diversify their stock portfolio. When it comes to online media marketers should, too. What if consumers slowed their use of Android Mobile apps and devices? J.M. Manness muses about the possibility. He predicts that by 2016, Android's share of the market will fall to 22%, reducing Google's revenue for the year by $10 billion. He walks through analysts estimates and analysis to tell us how he came to those numbers.