Marketing Day: Facebook Analytics, Marketo buys Bizible & more

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Facebook unveils new analytics features, including a tool to track the omnichannel journey   May 2, 2018 by Robin Kurzer The social media company made this announcement — and many others — at F8, its developer conference in San Jose.

From Marketing Land

Searcher intent: The secret ingredient behind successful content development   May 2, 2018 by Dave Davies Contributor Dave Davies takes the guesswork out of determining what type of content will resonate with an audience by creating Excel formulas to help determine what a searcher may be looking for.

Let's face it — clickbait works. Here's how to use it to your advantage   May 2, 2018 by John Lincoln Hook people with a creative title using the right words as "bait," and searchers will click your links, says contributor John Lincoln. Here are 9 examples of successful titles that encourage better click-through rates.

Marketo buys Bizible, adds 'deeper attribution' to its engagement platform   May 2, 2018 by Robin Kurzer The move gives marketers the ability to track the buyer journey across all activation points.

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology

What is ad effectiveness, and how does it help your business?   May 2, 2018 by Digital Marketing Depot Humor aside, Wanamaker wasn't joking. And the challenge still remains with brands struggling to accurately capture the performance of their online ad campaigns amidst a fragmented array of marketing touch points.

Snap revenue takes a hit in Q1 2018, down from $286M in Q4 2017 to $231M last quarter   May 2, 2018 by Amy Gesenhues CEO Evan Spiegel says the company sees early signs of stabilization following its Q1 2018 redesign.

6 ways ABM turns classical lead scoring on its head   May 2, 2018 by John Steinert Don't be afraid to break the "rules" to drive the results you need, argues contributor John Steinert.

For more marketing news from around the web, check out the full Marketing Day article on our site.

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Overnight Defense: Mattis sends Gitmo guidance to White House | Pentagon transfers first detainee under Trump | Military stores barred from selling Chinese phones | C-130 crashes in Georgia

View in your browser     Happy Wednesday and welcome to Overnight Defense. I'm Rebecca Kheel, and here's your nightly guide to the latest developments at the Pentagon, on Capitol Hill and beyond.   THE TOPLINE: The United States has a new policy on sending individuals to the Guantanamo Bay detention facility -- but it's unclear what it is. The Pentagon confirmed Wednesday that Defense Secretary James Mattis sent the White House his guidance on the policy, but did not elaborate on what the guidance says. Pentagon spokeswoman Cmdr. Sarah Higgins said Mattis "has provided the White House with an updated policy governing the criteria for transfer of individuals to the detention facility at U.S. Naval Station Guantanamo Bay." "This policy provides our warfighters guidance on nominating detainees for transfer to Guantanamo detention should that person present a continuing, significant threat to the security of the United States," she added in a statement.   Background: Mattis was given 90 days to craft his recommendations on Guantanamo under an executive order President Trump signed in January, a deadline that came Monday. The order signed by Trump reaffirmed the president's desire to keep the detention facility open by rescinding former President Barack Obama's executive order to close the facility. It also said Mattis's guidance should cover how to handle "individuals captured in connection with an armed conflict, including policies governing transfer of individuals to U.S. Naval Station Guantánamo Bay." During the 2016 campaign, Trump promised to "load" Guantanamo "up with bad dudes," though no one new has been sent there since he took office last year.   Why it matters now: The issue of how to handle new detainees has taken on new urgency as U.S.-backed forces in Syria hold hundreds of foreign nationals accused of fighting for the Islamic State in Iraq and Syria (ISIS). Sending an ISIS detainee to Guantanamo could put the United States on shaky legal ground, experts have said. That's because the war authorization the U.S. uses to justify indefinite military detention does not explicitly mention ISIS. A detainee would likely immediately challenge their detention in court on that ground, experts say. Mattis has said the U.S. preference is for the individuals being held by the Syrian Democratic Forces (SDF) to face justice in their home countries, but has declined to comment on whether Guantanamo is an option should that not happen.   One detainee out: Later Wednesday, the Pentagon announced that it transferred a Guantanamo detainee to his home country of Saudi Arabia, marking a first for the Trump administration. The detainee, Ahmed al-Darbi, was transferred to Saudi Arabia pursuant to a plea agreement he made in 2014. "The Department of Defense announced today the transfer of Ahmed Mohammed Ahmed Haza al Darbi from the detention facility at Guantanamo Bay to the government of the Kingdom of Saudi Arabia," the Pentagon said in a statement. "In a February 2014 plea, al Darbi pled guilty at a military commission. Now, having complied with the terms of that agreement, al Darbi will serve out the balance of his 13-year sentence in Saudi Arabia. He has waived his right to appeal."   By the numbers: Number of current detainees: 40 Number cleared for transfer: 5 Number transferred since Trump took office: 1     NAVY WON'T ANNOUNCE FIRED OFFICERS: The Navy used to be the one military service to post names of fired commanders online and then notify news outlets via email. But that's not happening anymore. USA Today first reported the change in policy. The Navy will still respond to media requests for information on fired commanders, but it won't announce them of its own accord. Top Navy spokesman Capt. Greg Hicks told USA Today the service is changing its practice to take "the necessary diligence to safeguard security, ensure information accuracy and stay within the bounds of both policy and privacy." Hicks added that Navy Public Affairs "will continue to respond to every query on reliefs in a timely and thorough manner."   The Navy's view: After the USA Today story broke, Chief of Naval Operations Adm. John Richardson told reporters he thought the policy change was "being overblown." "I don't think the practice is much going to change," Richardson said during a briefing at the Pentagon. "I think that's being overblown quite a bit. The thing that we value most of all is our relationship of trust and confidence, both within the ranks ... and then certainly with the American people as well. I think there's perhaps being more made of that then you'll see in practice."   Timing: The Navy changed its practice following the service's so-called Fat Leonard scandal. The worst corruption scandal in Navy history centered around Malaysian contractor Leonard Glenn Francis, who bribed dozens of officers from the 7th Fleet with extravagant parties, luxury gifts, prostitutes and more in exchange for classified information used to win big-dollar contracts for his company, Glenn Defense Marine Asia. Francis pleaded guilty to defrauding the government of millions of dollars, while more than 17 senior Navy and Pentagon officials pleaded guilty to criminal misconduct. The case is still ongoing.   MILITARY STORES ORDERED TO STOP SELLING CHINESE PHONES: The Defense Department is ordering retail stores on military bases to stop selling products made by Chinese telecom firms Huawei and ZTE, citing security concerns. "Huawei and ZTE devices may pose an unacceptable risk to Department's personnel, information and mission," Major Dave Eastburn, a Pentagon spokesman, said in a statement. "In light of this information, it was not prudent for the Department's exchanges to continue selling them to [Defense Department] personnel." Eastburn would not go into details about the nature of the security concerns, but cited public testimony from intelligence officials warning that the firms may be compromised by the Chinese government. The order was given to military bases around the world on April 25, the spokesman said.   Back story: In February, intelligence leaders told Congress that they would advise against Americans purchasing products from the two firms, warning that their devices could be used to conduct espionage on behalf of Beijing. The officials were echoing a 2012 congressional report that effectively shut Huawei and ZTE out of the U.S. market.   ANOTHER DEADLY AIR CRASH: At least five National Guardsmen from Puerto Rico have been reported dead after a C-130 cargo plane went down in Georgia during a training mission. The C-130 belonged to the Air National Guard's 156th Airlift Wing out of Puerto Rico, the Air Force said. The Air Force said the names of the aircraft's crew would not be released until their next of kin have been notified. President Trump offered his thoughts and prayers for the victims in a Wednesday afternoon tweet. "I have been briefed on the U.S. C-130 "Hercules" cargo plane from the Puerto Rico National Guard that crashed near Savannah Hilton Head International Airport. Please join me in thoughts and prayers for the victims, their families and the great men and women of the National Guard," he tweeted.   ON TAP FOR TOMORROW: Former Japanese defense ministers will talk about Japan's national security policy and priorities for the U.S.-Japan alliance at 10 a.m. at the Center for Strategic and International Studies. https://bit.ly/2HLLBCp Chief Pentagon spokeswoman Dana White will brief the media at noon. Watch live at defense.gov/live.   ICYMI: -- The Hill: VA hospital cancels dozens of surgeries due to insect infestation: report -- The Hill: US support for Iran deal reaches highest point: poll -- The Hill: Russian military spending drops, US ends downward trend: analysis -- The Hill: Opinion: Don't let Netanyahu talk America into yet another Middle East war -- The Hill: Opinion: Any North Korea nuclear deal must involve Iran's nuclear program -- The Washington Post: Former Rep. Jeff Miller emerges as a leading contender for Trump's VA -- Breaking Defense: Pentagon's big AI program, Maven, already hunts data in Middle East, Africa     Please send tips and comments to Rebecca Kheel, rkheel@thehill.com, and Ellen Mitchell, emitchell@thehill.com. Follow us on Twitter: @thehill, @Rebecca_H_K, @EllenMitchell23         Did a friend forward you this email? Sign up for Defense Newsletters     Forward Defense Newsletters       Privacy Policy  |  Manage Subscriptions  |  Unsubscribe  |  Email to a friend  |  Sign Up for Other Newsletters   The Hill 1625 K Street, NW 9th Floor, Washington DC 20006 ©2016 Capitol Hill Publishing Corp., a subsidiary of News Communications, Inc.

Overnight Health Care — Sponsored by PCMA — Drug industry faces Trump storm over prices | Price walks back mandate warning | Planned Parenthood sues over family planning program | First death in E. coli lettuce outbreak

Sponsored by Pharmaceutical Care Management Association | View in Browser     Welcome to Overnight Health Care, sponsored by the Pharmaceutical Care Management Association.    It's Wednesday, where we are walking back our claim that it finally feels like spring. It already feels like summer in D.C. Today, former HHS Secretary Tom Price walked back his remarks on ObamaCare's individual mandate, saying they were taken out of context; the CDC reported the first death from an E. coli outbreak tied to romaine lettuce; and Planned Parenthood sued the administration over changes to a family planning program.   But first, The Hill sat down with PhRMA CEO Steve Ubl to talk about President Trump's big drug pricing speech next week, and where things stand in the debate over drug costs. --Ubl on Trump's comments that drugmakers are "getting away with murder": "His comments are reflecting this very real populist impulse which is patients are paying more for their health care, they are paying more for their medicine, and what we're doing is trying to open the aperture on this discussion and really look at all the factors that bear on what patients pay out of pocket." --On PhRMA's loss in the budget deal this year, that resulted in more costs beinbg shifted on to drugmakers: "I think we were surprised by the magnitude of the policy change initially... We remain concerned about the policy." --On PhRMA's influence: "I'm certainly proud of our team; I think that we are an effective advocacy organization... But again, I think the influence comes from coming to the table with real reforms." About Trump's expected speech next week: We'll have to keep watching. Ubl wouldn't speculate about what Trump will announce, unfortunately! Read more from our interview with Ubl here.       SPONSORED CONTENT   Pharmaceutical Care Management Association Drugmakers set prices like any other company – according to whatever the market will bear, regardless of underlying costs or the rebates they negotiate with pharmacy benefit managers (PBMs) and health plans.       Speaking of drug prices, the head of the Department of Health and Human Services offered a few hints about the administration's coming plan to tackle high drug prices. HHS Secretary Alex Azar said the plan will go "much further" than President Trump's budget proposals, during an address at the annual World Health Care Congress on Wednesday. He laid out four areas the president's "comprehensive strategy" will address: High list prices Seniors and government programs paying too much for drugs Rising out-of-pocket costs Foreign governments "free-riding off of American investment in innovation." To watch: Azar's remarks built up expectations for the president's speech on drug pricing next week. Trump has often said drug companies are "getting away with murder," yet the administration hasn't taken much action yet to address the sky-high cost of some drugs. Read more here.   Planned Parenthood is suing the administration over changes to a family planning program. The lawsuit seeks to block conservative changes to a program known as Title X. The changes: Groups taking part in the program must comply with new criteria to receive funds. Those new criteria put a focus on abstinence education. Planned Parenthood's stance: Planned Parenthood argues the changes violate the purpose of the law setting up the program, which they say is to provide contraception. Key quote: "Our bodies are our own and shouldn't be at the mercy of the Trump-Pence administration. We are going to court to fight for our patients' health and rights -- and for the millions of people in this country who need to access quality reproductive health care," said Dawn Laguens, Planned Parenthood's executive vice president. Read more here.   HHS declines to fire employee who promoted Pizzagate. HHS confirmed Wednesday that an official who once promoted the Pizzagate conspiracy theory and called Islam a "cult" has been reassigned within the agency after a review of her social media accounts. Ximena Barreto-Rice, who was hired as a deputy director of communications by HHS in December, was placed on leave early last month while the department reviewed online posts uncovered by the left-leaning watchdog group Media Matters. What she did: Barreto-Rice repeatedly pushed the Pizzagate conspiracy theory, which revolves around false claims about a nonexistent pedophilia ring run out of a Washington, D.C., pizzeria. She also reportedly shared an image last year saying that "our forefathers would have hung" former President Obama and former Secretary of State Hillary Clinton for treason, and called Islam a "f---ing cult, not a religion." The apology: "In the heated and hyper-passionate political campaign environment, I made generalized comments regarding race relations and radical Islam. I fully understand that these emotionally-charged comments were hurtful, and I deeply apologize to members of both communities," Barreto-Rice said in a note shared with The Hill. Read more here.     Tom Price walks back ObamaCare remarks.  Remember when former Trump HHS Secretary Tom Price said that because Republicans repealed ObamCare's individual mandate, insurance costs would rise? That was yesterday. Today, he took it all back, and said his comments were taken out of context. What he said today: "Repealing the individual mandate was exactly the right thing to do. Forcing Americans to buy something they don't want undermines individual liberty as well as free markets," Price said in a statement. "The only fair and effective way to bring down healthcare costs is to allow markets to create more choices for consumers and small businesses. Additional reforms are vitally necessary, such as the expansion of Association Health Plans for small businesses." Worth noting: Price is now a fellow at the Job Creators Network, a free-market oriented group of small businesses. One of their primary goals: advocating for association health plans. His new statement echoes Republicans who say policies being enacted by the Trump administration like association health plans and short-term plans will increase competition and lower costs. Read more here   Update on E. coli outbreak. The first death has been reported in connection to an E. coli outbreak linked to romaine lettuce. The Centers for Disease Control and Prevention released an update Wednesday: One person in California has died. 23 more people have been reported ill since Friday's update, bringing the total number to 121 Illness have been reported in three additional states, bringing the total to 25 states CDC continues to warn consumers against eating romaine lettuce unless they are sure it's not from the Yuma, Ariz., growing region Read more here.   A longtime doctor to former President Obama says President Trump's ex-physician Harold Bornstein "disgraced himself." Dr. David Scheiner, who treated Obama for more than two decades, called Bornstein's conduct "extraordinarily unethical" after Bornstein said that a letter he provided vouching for Trump's health had been dictated to him. The 2015 letter claimed Trump would be the "healthiest individual ever elected to the presidency." Read more here. And click here for more on Bornstein's claims about the letter and what he characterized as a "raid" over Trump's medical records. The Trump organization pushed back on Wednesday, claiming Bornstein had "voluntarily" handed over Trump's medical records to the White House.         SPONSORED CONTENT   Pharmaceutical Care Management Association Drugmakers set prices like any other company – according to whatever the market will bear, regardless of underlying costs or the rebates they negotiate with PBMs and health plans. Although drugmakers are lobbying for new mandates forcing Medicare Part D plans to use rebates to reduce point-of-sale costs instead of premiums, CMS has noted that this would raise premiums by up to $28 billion and taxpayer costs by up to $82 billion over the next decade.       Round-up --An estimated 7 million people face an early death each year from air pollution, according to a new report by the World Health Organization (WHO). --Iowa lawmakers on Wednesday passed the strictest abortion legislation in the U.S., sending the legislation to Gov. Kim Reynolds's (R) desk. The so-called heartbeat bill aims to block abortions once a heartbeat is detected, which would essentially ban the procedure by the sixth week of pregnancy in most cases. -- A Kenyan clinic that provides sexual and reproductive health services has lost more than $2 million in U.S. funding after President Trump reinstated a ban on aid to organizations that provide, discuss or support abortions. Family Health Options Kenya is that country's oldest family-planning clinic. --A Southern California Veterans Affairs (VA) hospital was forced to close operating rooms for 22 days between 2016 and 2018 due to a persistent infestation of insects, according to an investigation from local station CBS 2 Los Angeles.   What we're reading Democratic candidates running on health care after GOP attempts to repeal Obamacare (USA Today) Seniors are the health care industry's gold rush (Axios) The uninsured rate is rising -- but only for Republicans (Vox)   State by state    Ohio to enforce 'safety checkpoints' on prescription opioid use (Columbus Dispatch) Alaska state analysts say requiring Medicaid recipients to work won't save money (Alaska Public Media) Medicaid recipients 'will be cut off,' says opponent of Michigan work requirements (MLive) Meet the immigrant doctor who's solving West Virginia's opioids crisis (Politico)    From The Hill's opinion pages People need fair insurance coverage in a medical emergency Trump has quietly saved millions from ObamaCare's individual mandate     Send tips and comments to Jessie Hellmann, jhellmann@thehill.com; Peter Sullivan, psullivan@thehill.com; Rachel Roubein, rroubein@thehill.com; and Nathaniel Weixel, nweixel@thehill.com. Follow us on Twitter: @thehill, @jessiehellmann, @PeterSullivan4, @rachel_roubein, and @NateWeixel.         Did a friend forward you this email? Sign up for Healthcare Newsletters     Forward Healthcare Newsletters       Privacy Policy  |  Manage Subscriptions  |  Unsubscribe  |  Email to a friend  |  Sign Up for Other Newsletters   The Hill 1625 K Street, NW 9th Floor, Washington DC 20006 ©2016 Capitol Hill Publishing Corp., a subsidiary of News Communications, Inc.