Lou asks, “We’re executing a 3 month marketing communications program. Typically, such programs take 3-6 months to show end results, but we’ve been asked for metrics for a 1-3 month time frame. What metrics should we be using?” This is a tricky situation. If the work you do generates only binary outcomes that appear at…
Sheri asks, “What is AI good at? What kinds of problems is it good at solving?” There are two sets of answers to this question. First, we need to know what AI delivers as an outcome: Acceleration of results Accuracy of results Alleviation of repetitive work Second, we look to understanding what we know and…
As a followup to yesterday’s PR Student Chat, I share some ideas about what the best tools are for staying in tune with and in touch with your audience. Beer Coffee Video chat Conferences There’s no substitute for talking to the actual audience. As much as I wish technology could do that for us at…
Kevin asks, “How do we standardize metrics and measurement, especially when different parts of the company do things differently?” Great and very common question. The answer is, unsurprisingly, a framework: Goal alignment Exploratory data analysis Model creation Model validation Model deployment Adoption, training, and compliance Measurement of compliance Refinement and improvement If this sounds familiar,…
Marc asks, “How do I set a goal for ungated content? I want to give away something but still be able to track it.” The reason for setting up ungated content tracking is that it lets you feel more comfortable giving away content instead of putting everything behind a registration wall. Some organizations are notoriously…
Magdalena asks, “Can you share two or three good practices of using data in tracking our efforts?” Great and important question. Many marketers don’t have, for one reason or another, a solid understanding or past experience in statistics. Let’s look at a few of the most basic rules that apply, especially when we’re digging into…
Magdalena asks, “What are your favorite tools to track data and which one are you using on daily basis?” I’m a huge fan of source data, so whenever a practical API is available, I’ll use it. For social media, I use Brand24 and Crowdtangle almost daily. For owned digital, Google Analytics is my one source…
Magdalena asks, “How much should our actions depend on what the numbers and indicators show us? Is there any space for what we feel works well, even if after a month or two, the results don’t prove that?” There’s plenty of room. First, consider the data. Data must meet the 6C Framework for Useful Data:…
Magdalena asks, “From your point of view, what are the main indicators of performance in marketing?” It depends. What is the goal of your marketing? That’s what the key performance indicator is. I define KPI as, if this number goes to zero (or the maximum bad state), you get fired. So for every company, and…
