Happy weekend marketers! Here’s a round up of the most popular stories Compete shared online this week. Enjoy!

PCs are for daytime while tablets come alive at night. Marketingland reported on a new study that showed desktop computer usage spikes during traditional working hours (8am-5pm) while tablets are used more heavily during the evening hours. Smartphones are used throughout the day. The numbers are not surprising, but marketers should consider this when optimizing campaigns for different devices.

Paid search explained with cute kittens. New to the basics of PPC? Look no further than this Slideshare presentation from @AmplifySEM.

Numbers are no longer a nice luxury. Brands expect data from agencies as a measurable business solution. Big data and analytics are buzzwords in digital marketing these days–but they are here to stay. Adweek shares real brand success stories: how McCormick, Sprint and UPS transformed their media strategies with data.

Google Analytics adds two new reports to measure social media. The easier-to-access reports, Data Hub Activity and Trackbacks, solidify Google’s spot as a leader in social media reporting.