How Google Analytics ruined marketing… & more [This Week Today]

By Marc Hummel

August 12, 2016

Welcome to This Week Today, your dose of the five must-read marketing and tech stories from the past seven days. Here’s vol. #fifty-four for Friday 8.12.2016.

1. How Google Analytics ruined marketing [TechCrunch]

“Marketers in the high-tech world who use phrases such as “social media marketing,” “Facebook marketing” and “content marketing” do not understand the basic difference between marketing strategies, marketing channels and marketing content. And Google Analytics is to blame.”

2. Walmart and the multichannel gap [Sratechery]

“Walmart is stuck in a new middle, surrounded not just by old competitors like Target, but new ones like Kroger (groceries have provided much of Walmart’s recent sales growth), deep discounters like Aldi, club-based retailers like Costco, and convenience-focused drugstores. Looming above all of them, though, is Amazon.”

3. the $3B hair plugs [L2]

There have been a TON of hot takes about Walmart’s Jet acquisition this week. Click above for one of our favorites.

4. Think Amazon’s drone delivery idea is a gimmick? Think again [nyt]

“There are hurdles to realizing this vision. Drone delivery in the United States faces an uncertain regulatory future, and there are myriad technical and social problems to iron out. Still, experts I consulted said that a future populated with autonomous drones is closer at hand than one populated with self-driving cars.”

5. Know your customers’ “Jobs to Be Done” [hbr]

“The fundamental problem is, most of the masses of customer data companies create is structured to show correlations: This customer looks like that one, or 68% of customers say they prefer version A to version B. While it’s exciting to find patterns in the numbers, they don’t mean that one thing actually caused another.”

We find a lot of our links via TechREDEFImages from Shutterstock.

Marc Hummel is a former Content Marketing Associate for Monetate. He's also a part-time grad student at the University of Pennsylvania. He enjoys biking to work, reading, listening to podcasts/music, and eating ice cream. Usually not all at once. For more about Marc, go here.

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