Articles here linking to:
I suspect Twitter is of significantly more interest to B2B advertisers than, say, Facebook, and as the advertising is on a pay-per-click basis, it’s well worth investigating.
Google is such a mature product now, run by such clever people, that any shortcuts will turn out to be very short-lived.
If you’re sending an email where only a proportion of the audience will be interested in the offer, it’s tempting to hide the specificity of the content (as described by the subject line) to maximise the open rate.
See just how much better your landing page could be, even if the ultimate objective is something as rare and desirable as procuring requests for sales meetings.
These reports are one of the most interesting features of Google Analytics, and I have seen them used successfully in one rather elementary application.