The holiday season has officially started, especially for Halloween enthusiasts. Apart from Spain and Italy, Amazon shoppers were definitely on the hunt for the perfect costumes, with the keyword “halloween” dominating the charts.

Google today announced the Universal Analytics (UA) 360 sunset date will move from October 1st, 2023 to July 1st, 2024 – giving marketers an additional nine months access to UA before having to switch over to GA4 as their full time cross-platform analytics solution. The date of when Standard Universal Analytics properties will stop processing new hits remains the same – July 1st 2023.

Last week was an exciting time for Incubeta, as we took to the stand and stage at PI Live – the World’s ‘most respected’ Affiliate & Performance Marketing Conference. Over the course of three days, we met and engaged in a number of conversations and discussions with professionals across the industry, while exploring potential growth opportunities within digital.

For websites that do not have an explicit revenue generating action for a user to take (such as completing a purchase), finding metrics for success can be a challenge. Often, this results in conversion metrics being based on the number of pages a user viewed or how long a user spent on the website.

The digital marketing and advertising landscape of 2022 is vastly different than it was just three years ago. Greater digital adoption, accelerated by the pandemic has created the conditions for online sales to have its first $1 trillion year this year.

With less than a month till El Buen Fin 2022, an annual nationwide shopping event in Mexico, we spoke to Incubeta’s Data Science Specialist, Ricardo Camarena to see how brands can streamline and optimize their campaigns to drive digital success across the four day event. Focusing specifically on the use of Machine Learning (ML), Ricardo discusses how brands can reach the right audience, at the right time with the right message.