Efecan asks, “I saw your video about PDF tracking on GA. I wonder if we can see the source and medium of the traffic that clicks on PDF. Like they came from social media or search etc.” Segmentation is one of the most powerful techniques in Google Analytics. Watch this video to see how to…
Ashley asks, “How do I get my blog subscribers to opt in to my other subscription So I can get them nurtured and moving down my funnel?” Let’s assume a blog subscriber is someone who has subscribed to your RSS feed, so they receive your blog posts automatically by either RSS or emails notifying them…
Today, we’re reviewing IBM Watson Studio’s new AutoAI feature. FTC Disclosure: My company, Trust Insights, is an IBM Registered Business Partner. We receive compensation for any purchases you make through us from IBM and thus I receive indirect financial benefit. AutoAI is a type of automated machine learning, which promises to help companies get to…
Erikka asks, “I’m going to release an ebook soon. I’m using the ebook to build an audience and really an email list. Any advice on dos and Don’t’s or advice about launching the book?” Launching an eBook – like any form of content marketing – is really product marketing. Walk through the 7D product marketing…
Denis asks, “Are there new skillsets that marketing leadership should be hiring based on the impact of AI will have?” The answer to this question is contingent on the types of AI solutions your company will be deploying. Broadly speaking, you’ll be needing to identify efficiencies for AI to automate, increasing complex human work like…
Amanda asks, “How effective is share of voice as a measure? Is there a better way to measure PR?” Share of voice is one of my least favorite measures of media and attention for a few reasons: – It’s often denominator-blind, meaning that it rarely takes into account the whole of a space. – It’s…
Erin asks, “What is POV on the future of PR? As media landscape changes and print/cable become less mainstream, how are companies innovating within the practice?” The future of PR depends on our definition and concept of PR. There’s old school PR – blasting out emails to fewer and fewer reporters, cranking out press releases,…
Many marketing professionals have never experienced a merger or acquisition. All they’ve heard are the downsides from peers – job loss, heavier workloads, confusion. What are the basics of mergers? Let’s look at mergers and acquisitions 101: why companies do it, what you should know about your own career prospects, and how to prepare for…
Amy asks, “How can we use AI to improve customer service? What are some ways to practically implement it?” Customer service is everything from the purchase onwards in the customer journey, and companies are faced with dual mandates: make service better, but make service cheaper. What are some practical applications of AI? The keys will…
Chacha asks, “Is there such a thing as unintentional bias?” This is an interesting question. Bias itself is a neutral concept – it simply means our data leans in one direction or another. Sometimes that’s a positive – there’s a definite bias of people in my Slack group, Analytics for Marketers, towards people who love…
