Category: Predictive Analytics
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Mind Readings: The Power of Forecasts
The power of forecasts lies in their ability to stimulate action, not in their accuracy. Most people don’t care if a forecast is right or not. Forecasts don’t need to be data-driven to be effective. Horoscopes are a good example of a forecast that is not accurate, but still persuades people to take action. The…
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You Ask, I Answer: Planning Ahead for Holiday Campaigns?
Sasha asks, “How far in advance does planning need to begin for seasonal or holiday shifts in a digital marketing strategy?” It depends on the holiday. This is where forecasting software really shines. Each holiday has an inflection point that’s visible in search traffic; find the probable inflection point for an upcoming holiday and then…
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You Ask, I Answer: Predictive Analytics for Content Marketing?
Monina asks, “How can predictive analytics make your content more effective?” Predictive analytics comes in two flavors – understanding and building a predictive model of what makes something work, and time-series forecasting to predict when something will happen. Both techniques are invaluable for boosting your content marketing power. Watch the video for details. Can’t see…
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You Ask, I Answer: Black Friday Marketing Trends?
Kat and about 30 other people ask, “What’s up with Black Friday ads and deals starting earlier and earlier every year?” Markets follow wallets. If there wasn’t demand for it, markets wouldn’t sell it. Watch the video for a tour through just a little of the data to see why markets are behaving as they…
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You Ask, I Answer: Keeping Content Marketing and Social Media Fresh?
Whitney asks, “Does anyone have any recommendations/resources for maintaining a fresh perspective when you’re deep in to the calendar planning process for clients? How do you pull yourself out of repetitive, stale caption writing?” I use predictive calendaring for this. When you know what’s going to be trending well in advance, you can give yourself…
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You Ask, I Answer: Finding Industry-Specific Content Marketing Opportunities
Patricia asks, “I know the cannabis and CBD space is growing exponentially. What kinds or types of content should I be producing?” This is an interesting question that will rely heavily on SEO data. The method I recommend for finding industry-specific content marketing opportunities is a three step process: intent-based permutation, validation, followed by predictive…
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You Ask, I Answer: Digital Marketing in Recessions and Predictive Analytics
Lisa asks, “What are your thoughts on the evolving nature of digital marketing and predictive analytics for the next year?” Marketing will be dealing with economic headwinds in 2019. Anyone looking at leading economic indicators sees the writing on the wall – a recession in 12-18 months driven in part by inept economic policies. Thus,…
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You Ask, I Answer: Human Roles in Predictive Analytics
Nathan asks, “Do you see a place for human contributions still in predictive analytics even with A.I. taking over?” There are indeed still reasons for humans to play a role in predictive analytics. Watch the video to learn the three most important reasons, and especially why more seasoned, experienced professionals are essential to the data…
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You Ask, I Answer: How to Prepare a Marketing Budget
Matthias asks, “Soon we will be preparing marketing budgets for next year. What tips do you suggest?” Budgeting is forecasting, and forecasting means prediction. Identify highest ROI channels and strategies based on historical data Cost data is essential Identify goals and targets to hit Status quo Needed Stretch Identify cost to hit targets Forecast by…
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You Ask, I Answer: How to Take Marketing to the Next Level?
Mark asked, “I have a great team and we do a lot of things right. What do we need to do to take things to the next level?” One of the things marketers – and business people in general – do wrong is assume that having the right team is enough. It’s absolutely vital, but…
