Summary In today's episode, I walk through the fundamentals of data preparation for analysis as the first installment in a multi-week series on getting your marketing data ready for meaningful insights. Here's what this means for you. You gain a practical framework for evaluating whether you can actually use your data before you spend time…
Oz asks, "Might some any of the major platforms ever go to a paid service where consumers can get some peace from ads? It’d be another thing that’s not good for marketers but it’d make me very very happy as a consumer." I don’t foresee the current ad-driven social networks going that direction, but that’s…
Norbert asks, "How will marketing change in the coming years?" If I had a firm answer for that, we wouldn’t be having this conversation because I’d be retired after earning billions of dollars. That said, let’s take a look at what’s happening and see what we can discern. The digital world continues to take over…
Katie and I were having a discussion recently about data, and one of the points she brought up in the discussion was that data is a very large umbrella term. We – especially me – tend to think of data in the context of marketing analytics as numbers, but there’s much more to it than…
Stacey asks, "I’m so curious if you know of any proxies that work for estimating the value or volume of these "dark social" networks?" Measuring dark social media is obviously quite difficult since it’s by definition outside the scope of most tracking (hence dark). Depending on the urgency and importance, there are a few things…
One of the most frequent questions I receive on a regular basis is, "How do we determine what our marketing KPIs are?" Marketing KPIs, or key performance indicators, are those numbers, those metrics that will make or break your marketing. Here’s an easy way to determine what your marketing KPIs are. What metrics determine whether…
Mark writes in, "I am really struggling with the efficacy of search for most businesses. More than ever, the odds are stacked against us. 1) Some search is leaking out through Siri + Alexa 2) Most Google search (51%) is now "kept" by Google 3) You’re irrelevant unless you are in the top 1-3 slots.…
