Backslash Week #44 – News of the Week
Week 44 has ended and a lot of interesting things happened throughout this period. Google launches its Analytics killer Clarity with important feature announcements, while TikTok partnered up with Shopify to promote social commerce.
Be sure to read on.
1. Google Gets Clear With Clarity
On top of releasing Google Analytics 4 the company released a new analytical tool, Clarity as well. Why would the same firm release two app of the same kind? Well, the answer is actually quite simple.
What is Clarity?
Google’s Clarity is a real-time behaviour analysing tool which aims at providing you with information on how users are interacting with your website. More importantly the app is open-source so practically anybody has access to modifying it, which of course, require some digital KSAs. In a nutshell, Clarity allows you to track your users’ behaviour in much more detail than previously yet do it in a way respectful to your users’ privacy.
What to expect from the tool.
Designed to be easy-to-use the tool allows you track what’s happening on your website real-time. More importantly, it was developed in a way that it has a very low performance impact so that you are not sacrificing noticeably on loading times. What makes Clarity unique in its own way is the fact that a lot of things reported by the app are done so in a visual way instead of a pure numerical one. Also, Clarity appears to be one step further in advancement. For example, other apps provide you with “clicks”. Clarity breaks it down into categories which describe a certain emotional potentially associated with the action taken, learned via Machine Learning, such as “rage clicks” or “excessive scrolling”.
#google #clarity #the #ai #companion
2. TikTok Integrates Shopify to Boost Social Commerce
TikTok has been in the spotlights for the previous months: was sold to a U.S. company, got a new CEO and almost got banned which could have led to a potential loss of up to half of its remaining user base. If that wasn’t enough, a big step has been taken as the company reportedly partnered up with e-commerce platform giant Shopify to boost its presence on social commerce.
On October 27th, Tuesday TikTok announced that it teams up with Shopify in order to further promote e-commerce related activities with the social media platform. Shopify has always been a master of app integrations, and with the now U.S. social media site it is not different. For now, Shopify will allow for an app integration of TikTok to make it easier for merchants to promote their products and generally run their marketing campaigns over the social media site. In other words, the move is meant to promote TikTok as a feasible sales channel among others, such as Facebook or Instagram.
How does it work?
First of all, from the tracking & analytical side it is no different than other social media apps. A “Pixel” kind of integration allows Shopify to track what’s happening with your TikTok campaigns and report important information to you, as well as help you with decision making. Secondly, it is only available to U.S. merchants by today, however, that already covers approximately 100 million TikTok users. To put it simple, you will be seeing “shop now” type products ads on the platform in the near future which will take you to a site probably created using Shopify.
#tik #tok #shopping #stay #at #home
3. Spotify Takes a Turn on Pricing
Spotify, the lead subscription-based digital music service and probably the only audio-driven platform-free social media site on a larger scale is reportedly testing pricing increases and potential future investments worth of billions of dollars into expansion. The short story goes as this: Spotify is an amazing platform which reaches out to hundreds of millions of users globally, it’s growing in revenue, but it’s losing money at the end of the day.
What do we know now.
Spotify’s premium subscriber rate is climbing faster than the total amount of revenue paid by those subscribers, which means it’s still a downfall. Not a harsh one, but certainly an existing one. By October 2020 Spotify had already increased its prices on a geographic basis, for instance in Belgium Spotify Premium Family Plan is now 15.99€ per month.
“While it is still early, initial results indicate that in markets where we’ve tested increased prices, our users believe that Spotify remains exceptional value and they have shown a willingness to pay more for our service… As a result, you will see us further expand price increases, especially in places where we’re well-positioned against the competition and our value per hour is high”– Daniel Ek, CEO of Spotify
To break it down, we all know that customers don’t make the payment decision on what is, but what they think is, and it seems like the perceived value of Spotify leads up to such expectation that customers don’t appear to have any negative regards concerning the price increase. It also appears to meet the expected economic value, EEV, which allows Spotify for future changes as well. Daniel Ek also added that the company will move more carefully with such steps during the times of COVID to not get ahead of the market.
#shopify #growth #listen #to #millions
4. Final Words
Last week’s news reached out to social media and data analytics. Google has released a new analytical tool to track website UX-related actions called Clarity. TikTok reportedly partners up with Shopify which, in the future, will lead to an interesting combination of online shopping and social media advertising. Shopify is planning on future expansions to achieve growth. We can’t wait what the future brings.
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