Maggie asks, “How reliable is using programmatic impressions data that’s collected in GA (with an understanding of its value and the contribution of programmatic to website conversions), to use this value as a proxy and apply to social to give us a better idea of Facebook performance?” This is an interesting question that will require…
Summary In today's episode, I break down whether programmatic impressions data from Google Analytics can serve as a reliable proxy for evaluating Facebook's organic audience performance. Here's what this means for you. You'll gain a structured two-part framework, requiring both audience match and behavioral match, to decide whether your paid and organic channels are truly…
Maggie asks, “Is there a way to build a custom data-driven attribution model to include social impressions (Facebook / Instagram) data?” There are a couple of different ways of handling this. Both require machine learning, but both are very possible and something that I’ve done for Trust Insights customers very recently. You’re either going to…
Summary In today's episode, I explain two machine learning approaches for building a custom data driven attribution model that folds in social impressions from Facebook, Instagram, and other platforms. Here's what this means for you. You can finally move beyond last click attribution and prove which social touchpoints actually drive conversions and revenue. You'll also…
George asks, “which equipment, exactly, do you use to videotape your speeches – I see you bring a tripod with both video and audio recorders?” This question gets asked often, but the equipment does change over time, so here’s the mid-2019 loadout. I should add that all this is optimized to be set it and…
Summary In today's episode, I walk through the exact video and audio equipment loadout I use to videotape my speaking engagements at conferences and venues. Here's what this means for you. You'll get a field-tested, modular kit you can build piece by piece so you're ready to record anywhere from a hotel ballroom to a…
We’re well past game over. We know it. From the destruction of large swaths of the Amazon to ever-accelerating carbon in the atmosphere, it’s game over for the human race. We had a decent run, and we all know who will be running the place long after we’re gone – our friends, the roaches, who…
Annika asks, “Will humans drop out of the loop with marketing? Will it be machines marketing to machines?” This is already happening to some degree. We’ve been marketing to machines for decades. Our machines can now market to other machines in the sense that one algorithm competes with another. Can’t see anything? Watch it on…
Summary In today's episode, I explore whether humans will drop out of the marketing loop as machines begin marketing to other machines. Here's what this means for you. You'll understand which marketing tasks already belong to machines and how AI-generated content is reshaping the industry right now. You'll also learn these concepts: how SEO and…
Annika asks, “What is in your opinion the most important milestone that has been reached in 2019 with AI and digital marketing and how do you see the future of digital marketing.” Two major milestones: GPT-2 755M and MelNet. Watch the video for what in the world these things are and why they matter. Can’t…
