How do tools get demographics data?

August 21, 2017 Vijay Sankar 0

Most of the analytics tools these days provide some form of demographics data; be it age, interest area etc. Have you ever wondered how these platforms get the details (even if it is ballpark)? Pixels, Cookies, Cookie Pool Often, two methods are used to identify these details – first one, a direct lookup built based on cookie pools (for example DoubleClick cookie pool in the case of Google Analytics) and the second one being a probabilistic method (based on your IPs or extrapolating online behavior. The next obvious question would be; even then, how some of these tools are able […..]


Back to Basics – How to effectively organize a paid search account

April 24, 2017 Vijay Sankar 0

In the last post, we briefly touched on the various match types available in Google AdWords and Bing Ads. In this blog post, we will review some of the best practices in account organization. As you may know a typical account structure looks like below. Most of you will have only single account structure and use campaigns to differentiate between goals. Most of the brands I have worked with use effectively match types and ad group separation effectively to — Understand which keywords are performing better in terms of CTR and conversions Understand the optimal bid rate to provide Customize […..]


Back to Basics – Understanding match types in paid search marketing

April 20, 2017 Vijay Sankar 0

If keyword planning is the foundation pillar of paid search marketing; organizing them into ad groups effectively is a structural requirement. In this blog post, we will be looking into some of the best practices around how to effectively group keywords in ad groups and use match types efficiently. Let’s begin by going through the basics of match types first. Keyword match type essentially tells the search engine about how close the ads to keyword relationship should be. Depending on the search engine, there could be different types of match types like broad, exact and so on. Let’s try to […..]


Be mobile friendly or perish!

December 26, 2016 Vijay Sankar 0

Every organization – be it micro, small, or large thinks about mobile as a strategic pillar these days. Irrespective of the industry, and use-case; mobile has become the new talking-point. Whether you talk to a business owner, marketer, publisher or HR partner – considering mobile-friendliness is a key objective in their portfolio Mobile First – from user experience perspective Irrespective of the application you are developing, it has become an imperative to consider mobile-friendliness as a requirement; in-fact mobile has become the first priority in many sectors, overtaking the traditional desktop based applications. Availability of smart-phones in various price ranges […..]

Three books to get you started in adtech space

December 12, 2016 Vijay Sankar 0

Online Advertising Technology (adtech) space can be considered going through a consolidation phase. At the same time, it is also one of the domains in which one can expect niche players sprouting up continuously. If you are keen to understand about the domain, here are three books to get you started. Two of them are at an introductory level /holistic overview; third one goes slightly technical. The Curious Digital Marketer 2.0 published by afaqs! The Curious Digital Marketer 2.0 is a cool book giving a very high level view of all aspects of digital marketing. Its written by a group […..]


How to integrate MailChimp forms in WordPress

December 1, 2016 Vijay Sankar 0

MailChimp is one of most utilized email marketing platform especially in the SME/personal settings. In this blog post, let’s see how we can implement various forms in WordPress site. Lot’s of tutorials are available from both MailChimp and others, so do check those out as well. Setting Up a basic Newsletter signup form Install the plugin, MailChimp List Subscribe Form (https://wordpress.org/plugins/mailchimp/) Once installed and activated, we need to connect your MailChimp account with WordPress account using API Goto your MailChimp account and select Account settings from top. From there, select Extras -> API Key Select Create A Key Enter the […..]