Few software packages for marketing are more widely adopted than Google Analytics™. It’s the gold standard for businesses large and small that want to measure what’s happening on their owned media properties like websites, eCommerce storefronts, and content hubs. Yet, as with so many other marketing measurement tools, Google Analytics tells us what happened. It’s…
Often in content marketing (and marketing in general) we’ll hear various pieces of content referred to as assets. This blog post is a text asset, this photo is an image asset, etc. However, this is a case of Princess Bride-ism: “you keep using that word…” If we want to call content an asset, we should…
I’m often asked for suggestions, tips, and insights about marketing. People ask questions such as: What tools or technologies should we study? What’s going to be the next big social network? How will X technology impact marketing? While these questions are important, they will not yield the answer the querant is looking for. The underlying…
One of my newest toys – and it’s admittedly very much a toy – is an Anker Roav C1 dashcam. What’s a Dashcam? If you’re unfamiliar with the technology, dashcams are car-mounted video cameras that record everything, all the time. They typically mount via adhesive to the windshield and plug into the power connector in…
Answers come from questions. Better answers come from better questions. What begets better questions? Better data, and better ways to look at that data. When presented with a massive amount of data, such as a large table of 20 variables, it’s nearly impossible for regular people to glean answers from the data itself. For example,…
Artificial intelligence will impact every industry, every profession. In some cases, rather than replacing people, it will change how people do their jobs. Let’s examine the average retail interaction today. The Current In-Store Retail Marketing Experience At any average retail store, we walk in and are greeted – sometimes enthusiastically – by someone who doesn’t…
I’ve spent a lot of time recently working with predictive analytics and showcasing a few examples here on the blog like predictive SEO and predictive social media. However, we haven’t really dug into what predictive analytics is, so let’s tackle that today. What is Predictive Analytics? If we ask Wikipedia for a definition, this is…
Customer experience, or CX, has been and continues to be a hot topic for businesses seeking higher marketing ROI and longer customer retention. As with any seemingly new topic, we’ve lots of jargon to contend with. What is CX? How is it different from previous efforts to retain and grow customer loyalty? Let’s dig into…
What constitutes an unacceptable real-world bias? We might argue that any perspective which unfairly disadvantages someone based on non-material criteria is an unfair bias. For example: Choosing one job candidate over another due to skin color or “ethnic-sounding names” Setting different pricing for one customer over another because of religious views Paying one person less…
