1. Analytics Demystified

A step-by-step breakdown of metrics, PIs, and KPIs, and why you should place more thought and analysis for the data you choose to include in final reports. As Jeff Rajeck argues, analysis is often the most important and most overlooked part of analytics reports.

2. The Year of the Supershopper 

An insight into mobile shopping: a large proportion of users use mobile to discover, browse, and research. In short, they keep their options open — and it’s something to consider when adjusting mobile bids and optimising your reach across platforms.

3. Content Marketers Share Their Secrets

Some tips and words of wisdom from top content marketers on staying inspired and creating quality content. What we found most useful?

Chris Ducker:

“If I could go back in time and give my newbie content creator self a bit of advice it would be to repurpose, repurpose, and repurpose. Back when I first started creating content, boy oh boy, was I wasting time. Now almost every piece of content that I create is repurposed in some way, shape, or form.”

4. Forecasting and Trend Data in Google Keywords Planner

A quick run-through of the new forecasting features on Keywords Planner, including forecasted impact of keywords and data for competitive domains.

5. Why Designing for Delight Doesn’t Always Work

Main takeaway: Spend more time understanding what the customer needs. As the author puts in, “If you really want to impress your customers, stop focusing all your energy on delighting them, and consider where your customer is at rather than where you want them to be.”

Weekend Wind-Down

What are better than photos of animals? Photos of derpy animals, obviously.

Happy Friday!