Summary In today's episode, I walk through how to analyze FBI hate crime data and uncover the massive underreporting problem affecting the LGBTQIA community. Here's what this means for you. You gain practical techniques for turning messy public datasets into actionable insights that can drive real social change. You'll also learn these concepts: how inconsistent…
Lily asks, “I will be interviewing summer interns for our marketing department this week and I feel stumped on engaging, productive questions to ask. My usual angle of focusing on past professional experience(s) may not really apply! Any go-to questions you recommend for these types of interviews?” Fundamentally, what do you want to learn? Will…
Summary In today's episode, I walk through how to interview marketing interns when candidates have little to no work experience, using behavior-based questions to predict success. Here's what this means for you. You can identify standout candidates who are motivated, curious, and culturally aligned without leaning on traditional résumé questions. You'll also learn these concepts:…
Alessandra asks, “I am running a Google Ads campaign for a customer, but results are not showing (yet). The conversions are few, thought CTR is over 7%. Besides analyzing ads, keywords and landing pages, what “business” considerations can I make to the client to convince him that it’s worthwhile to continue to invest in ads?…
Summary In today's episode, I walk through diagnosing why a Google Ads campaign delivers strong click-through rates yet fails to produce conversions. Here's what this means for you. You gain a clear framework for separating advertising problems from on-site customer experience failures so you can advise clients with confidence. You'll also learn these concepts: how…
Margaret asks, “A friend of mine is looking to hire a Director of Digital Marketing, hoping to expand an existing company and their online presence/optimization/customer reach. What are some absolute musts for a job posting, and what would you consider overkill?” Start with the outcome. What are they expected to generate? Leads? Audience? Awareness? What’s…
Summary In today's episode, I break down how to write a focused job posting for a director of digital marketing and what belongs in it versus what counts as overkill. Here's what this means for you. You gain a hiring process that attracts the right candidates, filters out mismatches early, and saves money by avoiding…
Jessica asks, “Which should we focus on learning most in marketing data science, concepts or tools?” Without a doubt, concepts. You learn frying, not a specific model of frying pan. You learn painting, not a particular paint brush. You learn to play any piano, not just one kind of piano. Can’t see anything? Watch it…
Summary In today's episode, I break down why mastering concepts matters far more than memorizing tools in marketing data science. Here's what this means for you. You'll build transferable analytical skills that survive any software change and let you troubleshoot problems no auto-ML system can catch. You'll also learn these concepts: why correlated variables like…
Jake asks, “What’s your favorite “Instagram link in bio” platform? I tried LinkTree for a while and it seems like IG is starting to crack down on things like that.” Generally speaking, I prefer to roll my own when it comes to stuff like this. You have more control over it, especially the output, and…
