August 2016 - Parallel Path | BlogInternet Marketing Blog | Parallel Path
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Internet Marketing Insights and Analysis

Our Internet marketing blog is dedicated to you, the CMO, Marketing VP and Customer Intelligence (CI) professional with the intention of sharing how the right data and metrics can blow your mind. Okay, not actually, because that would hurt, but this is where we share a regular dose of data analysis, case studies and observations from the field. This is our take on relevant industry news, trends and the latest tips and tricks for web analytics, SEO, paid search and other juicy tid-bits that will impact you, the executive marketing god that you are. So, go ahead, add us to your RSS feed or sign-up for our email subscription or visit us all the time. We won't tell anyone if you stalk us. It'll be our little secret.

August 29, 2016

The ROI of a Logo

Nathan Patrick

Apple Logo

When you go to the grocery store, there are two types of products: Brand and Generic. Without a second of thought, you know the difference between the two. While these products (spanning all categories of CPG) are mostly the same, the branded products are typically better in every aspect. When you are building your new business, or refreshing your old one, think to yourself: Do I want to be a generic product, or a branded product?

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August 25, 2016

Google Analytics Misattributes 70% of Social Traffic

Nathan Patrick

Robot typing on conceptual keyboard

I won’t apologize for the clickbait title, because it’s true. And lots of different people completely agree. The idea may seem jarring, but once you dig into dark social it isn’t that surprising. A good chunk of social referrals are simply difficult to track, so Google Analytics lumps it into other categories. What is dark social, why doesn’t Google track it, and what does it mean my for my brand?

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August 10, 2016

Programmatic Advertising: Opportunities and Challenges

Digital marketers gather in Denver to talk about the ups and downs of going programmatic

Tom Kennedy

Your Ad Here graphic


For the past 18 months or so, marketers have heard a lot about programmatic advertising. In fact, most marketers have tested some form of programmatic advertising in the past year. According to leading Internet marketing authorities like Marketing Land, programmatic advertising is expected to represent more than half of digital ad sales by the end of 2017.

Programmatic covers a wide range of technologies and services that automate the placement and buying of digital banner ads, allowing advertisers to buy the eyeballs (impressions) of highly qualified viewers for online desktop display, mobile and video campaigns.

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