Two years ago, I made a commitment to do something that made me profoundly uncomfortable. I had just finished writing my first book, and I promised my publisher that I would reach out to bestselling authors and senior leaders, asking them to read my book and consider endorsing it. ... As someone who generally prefers to be on the giving side of exchanges, rather than the asking and receiving end, ... I began seeking advice, scouring the research evidence, and test-driving what I learned in my quest to capture the attention of busy people
A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, but online display ads work about as well as TV, said a company executive in a presentation at the Advertising Research Foundation's Re:think 2013 conference in New York today. ... When Coca-Cola put buzz sentiment data into the same analytical framework it uses to evaluate other digital media, Mr. Schmidt said, "We didn't see any statistically significant relationship between our buzz and our short-term sales." That was at a 95 percent confidence level
The cash register rings. Who gets the credit? That's the crucial question in advertising these days—particularly in Internet advertising, where it's easy to track clicks and links but often hard to pin down exactly which view of an ad drove a sale. Now Facebook is making it easier to show that an ad displayed on the social network led to a sale—even an ad seen days or weeks ago. The technology is called conversion tracking, and after years of testing the idea, Facebook quietly rolled it out to all advertisers in a little-noted move last week
It's actually surprising that the FTC has taken this long to move against Google. Eric Schmidt has repeatedly pointed out that Google's growth and influence make it a target for regulators and the EU certainly hasn't been shy about going after the company. This isn't to say that the FTC should take action against Google. On the contrary. The FTC's evidence is sketchy and, in particular, the idea that Google is using its search dominance to hurt competitors is just so touchy-feely that it feels silly. When you dominate a market because
For marketers, Siri—Apple's voice-based digital assistant—is much more than a plaything for gadget geeks. It's a game-changer that will reshape search and transform the way consumers forge digital connections with companies. Although Siri can perform a range of functions—including text messaging, reminders, calendaring and more—the capability that's getting the most attention is search. Rather than entering search criteria into a text-based box, consumers can now access search through voice-based interactions.
Eric Schmidt spent 10 years as chief executive of Google Inc., taking the company from a rapidly growing search engine to a global behemoth that provides operating systems for mobile phones and Web-based software for consumers as well as being the synonym for finding stuff online. Mr. Schmidt, who recently handed over the CEO job to Google co-founder Larry Page, is now the company's executive chairman. He spoke with Kara Swisher and Walt Mossberg about the new platform wars, keeping information private and using technology for good and evil.