Machine learning determines which users are most likely to convert in subsequent sessions.
A Smart List is a Remarketing Audience that Analytics generates to maximize your conversions. If you are new to remarketing, you’ll find that using Smart Lists helps you quickly achieve favorable results.
How Smart Lists work
Analytics applies machine learning to your conversion data to determine which users are most likely to convert in subsequent sessions, and dynamically manages the remarketing audience to focus on those users.
Machine learning uses dozens of signals, including location, device, browser, referrer, session duration, and page depth to identify users for the audience. The model is typically updated daily to reflect the latest data to which Analytics has access, and users are automatically added to or removed from the audience based on that model.
In the event that Analytics cannot use your data to update a Smart List for more than 90 days, it reverts to a model based on similar businesses.
What’s required to generate a Smart List
If your site generates at least 500 monthly ecommerce transactions and 10,000 daily pageviews, your Smart List is generated based on the specific factors that influence your users to convert. If your site does not generate at least 500 monthly ecommerce transactions and 10,000 daily pageviews, your Smart List is generated based on conversion data from businesses similar to yours that have opted to share their anonymized conversion data with Analytics.
In his keynote address at our CMO Insight Summit, Rory Sutherland from Ogilvy & Mather explained why “psychological insight is just as valuable as technological advance.”
Only one person can save us from the dangerous belligerent in the White House.
And that person is Donald Trump.
How screwed up is that?
Will the president let himself be pushed into a parlous war by John Bolton, who once buoyed the phony case on W.M.D.s in Iraq? Or will Trump drag back his national security adviser and the other uber hawks from the precipice of their fondest, bloodiest desire — to attack Iran?
Can Cadet Bone Spurs, as Illinois senator and Iraq war vet Tammy Duckworth called Trump, set Tom Cotton straight that winning a war with Iran would not merely entail “two strikes, the first strike and the last strike”? Holy cakewalk.
Once, we counted on Trump’s advisers to pump the brakes on an out-of-control president. Now, we count on the president to pump the brakes on out-of-control advisers.
.. “On one side, you have a president who doesn’t want war, who simply wants to do with Iran what he has done with North Korea, to twist the arm of the Iranians to bring them to a negotiation on his terms,” said Gérard Araud, the recently departed French ambassador. “He thinks they will suffer and at the end, they will grovel in front of his power.”
But in a way, Araud said, the face-off with the Iranians is more “primitive and dangerous” because, besides Bolton, other factions in the Middle East are also “dreaming of going to war.”
“Even if Trump doesn’t personally want war, we are now at the mercy of any incident, because we are at maximum tension on both sides,” said Araud, recalling Candidate Trump’s bellicose Twitter ultimatumsin 2016 when Iran’s Revolutionary Guards held American sailors blindfolded at gunpoint for 15 hours.
Given their sour feelings about W. shattering the Middle East and their anger at Trump shredding the Iran nuclear deal, Europeans are inclined to see the U.S. as trying to provoke Iran into war. This time, the Europeans will not be coming along — and who can blame them?
I’m having an acid flashback to 2002, when an immature, insecure, ill-informed president was bamboozled by his war tutors.
In an echo of the hawks conspiring with Iraqi exiles to concoct a casus belli for Iraq, Bolton told members of an Iranian exile group in Paris in 2017 that the Trump administration should go for regime change in Tehran.
“And that’s why, before 2019, we here will celebrate in Tehran!” Bolton cheerily told the exiles.
When Bolton was the fifth column in the Bush 2 State Department — there to lurk around and report back on flower child Colin Powell — he complained that W.’s Axis of Evil (Iran, Iraq, North Korea) was too limited, adding three more of his own (Cuba, Libya, Syria). Then, last year, Bolton talked about “the Troika of Tyranny” (Cuba, Nicaragua, Venezuela). His flirtations with military intervention in Venezuela this month irritated Trump.
The 70-year-old with the Yeti mustache is an insatiable interventionist with an abiding faith in unilateralism and pre-emptive war. (The cost of our attenuated post-9/11 wars is now calculated at $5.9 trillion.)
W. and Trump are similar in some ways but also very different. As Trump biographer Michael D’Antonio notes: W. was interested in clarity. Trump wants chaos. W. wanted to trust his domineering advisers. Trump is always imagining betrayal. W. wanted to be a war hero, like his dad. Trump does not want to be trapped in an interminable war that will consume his presidency.
Certainly, the biographer says, Trump enjoys playing up the scary aspects of brown people with foreign names and ominous titles, like “mullah” and “ayatollah,” to stoke his base.
But Trump, unlike W., is driven by the drama of it. “It’s a game of revving up the excitement and making people afraid and then backing off on the fear in order to declare that he’s resolved the situation,” D’Antonio said. “Trump prefers threats and ultimatums to action because that allows him to look big and tough and get attention without doing something for which he will be held responsible. This is who he is at his core: an attention-seeking, action-averse propagandist who is terrified of accountability in the form of coffins arriving at Dover Air Force Base.”
David Axelrod, who had the military briefing about what a war with Iran would look like when he was in the Obama White House, said: “I’m telling you. It’s not a pretty picture.”
He says he is not sure which movie Bolton is starring in: “Dr. Strangelove” or “Wag the Dog.”
“If part of your brand is that you’re not going to get the U.S. into unnecessary wars,” he said, “why in the world would you hire John Bolton?”
I’m thrilled that almost everyone I meet has no idea who I am and what I do. Because I don’t want lots of people showing up and saying, “I read this, I read this, I read this. Can I have your autograph?” That’s not the point. The point is, will someone come up to me and say, based on what I learned from you I taught 10 other people to do this, and we made something that mattered.
.. Whereas, the other way to think about it is, how few people can I influence and still be able to do this tomorrow? Because if we can influence just enough people to keep getting the privilege to do it, then tomorrow there’ll be even more people. Because we’re doing something genuine that connects, as opposed to doing something fake that’s entertainment.
.. Oprah Winfrey problem, which is that every writer who wanted to make an impact 15 years ago dreamed that Oprah would pick them.
In a media-saturated world, we want to get picked. Like you, every day people show up to me and say, “pick me, put me on your blog.” If you would just talk about me, then my art will reach everyone I want to reach. But if we distinguish that from Darwin, the first lizard that crawled out of the mud and started walking on legs didn’t say to the media, “please pick me so that more for walking lizards could come along.” That’s not the way it worked; it’s bottom-up. So what I say to people is, I’m not in charge of what’s good. I don’t get to pick what’s a purple cow, what’s remarkable — anything. The world is, the bottom is, everybody, I’m on the bottom too, everyone is. So tell 10 people. There are 10 people who trust you enough to listen. And if you tell your thing to 10 people, if you send your e-book to 10 people, if you do your sermon to 10 people, or show your product to 10 people and none of them want to tell their friends, and none of them are changed — then you failed. You didn’t really understand what was good. But if some of them tell their friends, then they’ll tell their friends, and that’s how ideas spread. It’s this 10 at a time — 10 by 10 by 10. How do you put an idea in the world that resonates enough with people if they trust you enough to hear it. Then it can go to the next step and the next step.
.. I don’t have employees, so that way I don’t have meetings. I don’t spend time on Facebook and Twitter because that would be a huge suck of my time, and I could deny that I was wasting time, because everyone does it. The challenge for me with technology is this leveraging me in a way that makes me uncomfortable — that puts me in a spot where I have to dig deeper to do the work that I’ll be proud of. If that’s what it does, that’s what I want.
MS. TIPPETT: So your answer, if it’s harder, what did you say? If it’s challenging…
MR. GODIN: Right. If the leverage makes it harder for me to do that thing I’m defining as art, then I want to do it. The Kickstarter project I did — I did it because it was interesting, not because it was a financially important thing.
MS. TIPPETT: To raise the money for The Icarus Deception?
MR. GODIN: Right. But it wasn’t to raise money; it was to raise a tribe, to get 4,500 people to say, “we haven’t read it yet, but we trust you, go write it.”
.. Now those are pretty high stakes. And it meant I didn’t have any excuses left. I couldn’t say, well my editor wouldn’t let me do it, or my publisher wouldn’t let me do it because they weren’t a factor. It meant that these people trusted me and gave me a tool that could bring it straight to them. That raises the stakes.
.. the opportunity for each of us to be artists is that it’s precisely when you are doing something that no one has done before that you are not going to get the loudest applause, that you will not get picked. And that then requires us to develop some different kinds of internal resources. Right? I mean, how do we internally have faith in what we care about?