Accelerated Mobile Pages promise to make our sites faster and cleaner on mobile devices. Until recently, we had no way of tracking our visitors to these mobile-specific pages. Google just published its AMP Analytics integration instructions, so if you’ve got a WordPress site, watch this video. You’ll transform your regular WordPress blog into an AMP-ready
My newest book, Leading Innovation, debuts on Monday. Here’s a sneak peek about implementing innovation as a framework. Innovation doesn’t happen in a bubble. We need others to embrace it. We need an innovation cookbook, a set of recipes — of tactics — the rest of our team can read. How do we create an
Too often, marketers measure the wrong goal, measuring diagnostic metrics instead of actual goals. My friend and mentor Tom Webster recently shared a fascinating article about the computation of the calorie. Already an inexact measure, scientists now suspect measuring the calorie may be far more inaccurate. Counting calories alone may not help a dieter achieve
Share of voice is nearly useless as a measurement because the media landscape is larger and more fragmented than ever, but share of voice metrics fail to take the landscape into account. I’ve seen no fewer than a dozen dashboards and Powerpoint slides recently which reference share of voice as a marketing KPI. Other than
Avoid investing in high-effort content creation if the idea gets no traction in low-effort content forms. Consider our content creation options. Some of our options take relatively little effort and production time: Social media update (text) Blog post Photo Illustration Other forms of content require a lot of production time and effort: Audio Video Interactive
Accuracy and precision mean different things. They are not synonyms. Suppose you have an archery target: This is neither accurate nor precise: This is precise, but not accurate: This is precise and accurate: You can be precise without being accurate, but you cannot be accurate without being precise. The next time we analyze our marketing
Machine learning technology are the secret SEO tools of 2016. As Google and other search engines increasingly incorporate artificial intelligence into their algorithms, SEO practitioners will need to keep pace to rank well. Until now, SEO practitioners have relied on basic keywords and phrases to focus their efforts. We know from previous patents and code
We are not so different. We share a common ground. Every major religion has agreed on one point through the centuries, no matter what the religion, language, or culture, from ancient China to today. “Never impose on others what you would not choose for yourself.” — Confucius “Treat others as you treat yourself.” – Vidura,
As 2016 marketing planning shifts into high gear, one of the top questions marketers and stakeholders ask is, “What should we spend on marketing? What’s the right marketing budget?” The answer is a bit like Goldilocks: not too much, not too little — spend just the right amount. Marketing and advertising tools can help us
I shared the dire predictions of the Royal Bank of Scotland for 2016 recently; the TL;DR version was “panic, sell everything, and hide in your bunker“. Is their prediction warranted? Panic isn’t, but caution is. One of the most important lessons about economics is to do your own work. Download the data, make your own
