Twitter plans to file for an IPO this week, reports Quartz. The post runs down specifics on events that brought the company to this point, and what happens next, such as when it will need to file an official S-1 and reveal financial data. The S-1 will reveal how much Twitter intends to raise and how much each share will cost.
Look behind the search box to find an audience revealing an array of interests, intentions and curiosities. It will help to build an engagement engine, rather than a search engine, which requires that consumers make choices. David Mogensen tells us that Google's ad team bets that nearly all advertising will become choice-based in the near future because people are already making a choice, even if media is forced on them. Mogensen tells us to take into consideration how many ads give viewers a choice, and to know which ads people enjoy watching and what percentage of customers fall outside the demographic …
Jennifer Slegg gives us 10 ways to get Google search data as many SEO professionals struggle with the search engine encrypting all search engine queries. Organic analytical data became nonexistent for Google traffic, and many webmasters do not see as much as 95% of originating keywords data on search queries. But Slegg offers some alternatives. Read the article here
The National Retail Federation has created s Chief Marketing Officer (CMO) Council to serve the advertising and marketing retail industry. The organization’s Retail Advertising and Marketing Association will transition into the newly created council. It becomes open to any NRF retail member CMO or an organization’s most senior marketing position, and will hold its first meeting during Shop.org’s Annual Summit in Chicago. Kevin Brown will chair the CMO council. The NRF cites changes in consumer behavior for the move.
BlackBerry may end up in Microsoft's hands, but Reuters reports that Google is seeking talent in the handset maker's backyard. Google's Motorola Mobility business unit will open a Waterloo office located about an hour's drive west of Toronto. The move focuses on hiring computer scientists and engineers. BlackBerry recently said it would lay off some 4,500 employees by the end of the year.
Mackenzie Fogelson takes us through a five-stage process to ensure that marketers keep a clear focus on goals, not tools. Focusing on the tools can get marketers caught up in the shiny object syndrome. Start with goals and move on to key performance indicators, and develop a strategy. Then find the tools. Fogelson seems to have it all figured out. Read the article here
Andy Taylor points to a points to a post written by George Michie about Google serving broad-match keywords with higher bids, compared with an exact-match term that matches the query but has a lower bid. Taylor tells us this should not happen according to Google’s bylines. Examining the way Google Product Listing Ads auto-target are served, Taylor finds a similar story. He explains. Read the story here
Intel's venture capital arm announced an investment in Recon Instruments, which some admit could become a significant rival to Google's Glass project. The company didn't reveal the amount of the financial investment, admitting only that it's "significant." Known for its wearable technology, Recon has shipped worldwide more than 50,000 devices the company calls "Heads-up Displays," including a "very successful campaign in Apple retail stores."
News of a botnet run by an identity theft service reaching into computers and searching for information at some of the country's largest consumer and business companies that aggregate data should come as a warning to data companies supporting advertising services. Naked Security points to a seven-month investigation led by Brian Krebs into the service that sells the Social Security numbers, birth records, credit and background reports of millions of U.S. residents. He identifies some of the companies hit by the botnet: LexisNexis, Dun & Bradstreet, and Kroll Background America.
Matt Cutts takes a look back at what Google search results looked like 15 years ago in honor of the company's birthday this month. Search on the keywords "Google in 1998" to get a glimpse at what the search engine looked like in the beginning. Where were you in 1998? I wrote marketing copy in the in-house marketing communications department for computer distributor Ingram Micro, and used search engines for research. Cutts shared the link on Twitter.