I love a good dashboard. The challenge of assembling one, of unifying data sources, of cleaning, transforming, and showcasing your data is fun. (This version of fun is why no one invites me to parties.) Despite all this, most of the dashboards I have seen in my career are useless. In fact, they are worse…
Marketers are abuzz with polls on Twitter. To quote The Flash’s Harrison Wells… I do caution restraint. Here’s why: Twitter polls are no more scientific or representative than sending out an email to your mailing list. Additionally, Twitter does not provide any kind of data which can be used for weighting. Let’s look at an…
Don’t measure what you won’t change. This is my central message of a talk I gave at the MarketingProfs B2B Forum on social media analytics. We’ve got tons of social media data, more than ever. We can download analytics from most social media platforms in excruciating detail. Yes, Facebook actually gives you 10+ tabs of…
On a recent episode of the excellent Marketing Companion podcast, friend and colleague Tom Webster mused that marketers are in danger of elimination if all we do is write down what salespeople say, that the gap between customer and sale has virtually vanished. If you haven’t listened to the episode, you’ll find it here. The…
Disclosure: IBM sponsored my attendance at their Analytics For All event. I had the privilege recently to attend the 1st birthday of IBM’s Watson Analytics at their Analytics for All conference, which was a terrific event showcasing how the tool has progressed over a year. One phrase stuck in my mind, however, that I want…
At the recent Louisville Digital Association Digital Media Summit, I was finally privileged enough to meet one of my marketing mentors, Roger Dooley. If you’re not familiar with him, Roger is the pre-eminent expert in neuromarketing, the use of behavioral psychology and neurology in marketing. In his presentation, he reviewed a few of the non-intuitive…
When it comes to data, there are three C’s, three key factors that can impact your data. I discussed these at length in Marketing Blue Belt, but I wanted to reiterate one here that I screwed up royally. The 3 C’s of good data are chosen well (selection), compatible (format), and clean. Recently, I was…
