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News & analysis on digital marketing & analytics


7 Great Pinboards from Universities on Pinterest

By | October 2, 2013

Academics are a top deciding factor as students choose a college or university.  Beyond academics however, it’s important for universities to introduce their unique traditions, activities, and overall personalities to students seeking a traditional college experience.  Pinterest is a great platform for making that introduction.

Schools across the nation use Pinterest to feature unique, exciting and nostalgic aspects of their campuses via pinboards. Follow these tips from seven major universities to visually share your campus community and school spirit through Pinterest:

Give Students a Digital Tour Around Campus

According to the National Center for Education Statistics, around 13.8 million students will attend a 4-year public or private institution in 2013, and many of them will ask themselves “Where do I see myself living for the next four years?”  Seeing a physical campus helps them answer this question. … Read the rest


Happy Manufacturing Month from Fathom!

By | October 1, 2013

Did you know that October is Manufacturing Month? Throughout the month of October, manufacturers will be opening their doors to show what manufacturing is and isn’t. The goal of this month is to correct the public perception that manufacturing environments are antiquated factories designed for low-skilled workers. This month, manufacturing companies all over the country will connect with the public to address challenges the industry faces.

Here at Fathom, our manufacturing team, the “Lead Manufacturers,” will be celebrating the month with a series of blog posts of all things digital marketing in the manufacturing industry.… Read the rest


Putting Google’s ‘not provided’ Keyword Update in Context

By | September 30, 2013

We saw it coming that Google would eventually secure all keyword data in Google Analytics from the inception of ‘not provided’ keyword data in October 2011 and in the more recent inflation of the percentage of keyword data that was withheld in ‘not provided.’

As we compared organic search traffic year over year by non-branded and branded keyword segmentation, it was becoming increasingly challenging to measure SEO against traffic and behavior metrics. While not having any keyword referral data is difficult, it isn’t much worse (in terms of measurement and analysis) than comparing incomplete keyword data.… Read the rest


Why Mobile and Search in Higher Education are Critical

By | September 27, 2013

During the summer, I attended a handful of conferences focused on higher education and digital marketing. I’ve made a few friends along the way, and I learned that universities of all sizes face common issues:

  • Student acquisition and retention
  • Measuring offline advertising ROI
  • Developing a holistic strategy

Google recently released some staggering numbers showing that potential students are using search to decide which colleges and universities fit their needs. We’re all living in the age of digital consumption, so how can we address the above challenges accordingly?… Read the rest


Why Not To Care About Google (Not Provided) Keywords

By | September 27, 2013

“Not provided” getting bigger? No worries! It’s time to celebrate!

The share of infamous “not provided” organic keyword traffic in Google Analytics is increasing, to the tune of nearly 75% as of mid-September, as noted by the website Not Provided Count, which tracks the average percentage of withheld keyword data across 60 websites. You may have heard this week that Google is making more searches secure, which is increasing the percentage of keyword data in Google Analytics displaying as “(not provided).”

So, why are we at Fathom celebrating?… Read the rest

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