Summary In today's episode, I walk through a four-step roadmap for building data science skills from scratch without spending a dime. Here's what this means for you. You can tap into free tools, courses, and real-world challenges that companies offer because of the massive talent shortage in data science. You'll also learn these concepts: how…
Arryck asks, “What tips do you have for a marketer who is switching from B2B to B2C marketing, focusing on moving a lot of product in store and online?” Fundamentally, B2B and B2C are the same thing. The question is how complex the sale is. A lot of B2B marketing also resembles mortgages, college educations,…
Summary In today's episode, I walk through how to analyze returning users in Google Analytics and why they matter for your marketing strategy. Here's what this means for you. You'll discover that your existing audience often delivers more value than chasing new leads, and you can identify gaps in how you serve them. You'll also…
Summary In today's episode, I explain why switching from B2B to B2C marketing is less about a structural change and more about recognizing that sale complexity drives your strategy. Here's what this means for you. You'll discover a simple diagnostic that helps you find and fix the weakest stage in your funnel to unlock multipliers…
Monina asks, “Where do our current analytics tools lack, and how could a data scientist help?” If we think about what we expect of our tools, we ask them to tell us what happened, why, and what we should do about it. Almost every analytics tool only does the first part. A data scientist has…
Summary In today's episode, I break down the five-tier hierarchy of analytics and explain exactly where today's tools fall short and how a data scientist plugs those gaps. Here's what this means for you. You discover why the dashboards in Google Analytics only deliver the bottom rung of what analytics can truly offer, and why…
Monina asks, “Not every marketer can (or wants to) be the data scientist for their org. What should we look for when hiring an FTE or partner?” This is a critical question because there’s a significant shortage of trained data scientists. Those who exist and are qualified are “reassuringly expensive”. Thus, be on the lookout…
Summary In today's episode, I break down how to hire a qualified data scientist or agency partner when your organization lacks that expertise. Here's what this means for you. You gain a practical framework for evaluating candidates across six critical skill areas so you avoid costly mis-hires in a notoriously tight talent market. You'll also…
