Summary In today's episode, I explore podcast advertising best practices with John from Marketing Over Coffee, covering the biggest mistakes advertisers make and the most common mistakes podcast hosts make. Here's what this means for you. You'll understand whether sponsoring a podcast or building your own makes more sense for your business, and how to…
Ask 100 different people what thought leadership is and you’re likely to get 200 different answers. When I worked at a PR agency, thought leadership was almost a sacred term, something either mentioned reverently or desperately coveted. But no one ever really spent a whole lot of time defining it, giving it parameters, so when…
Jay asks, “What advice would you give casino marketers? They live off of the frequency of their customer base. The markets are pretty mature in that they’ve had, not one but, multiple casinos to compete with. Right now they just throw more offers out, eroding already thin margins.” In any business where you’re highly dependent…
Mark Schaefer wrote up a very thoughtful analysis of an SEO framework I did recently, and he pointed out that cumulative advantage (both the sociological concept and the title of his new book) makes life difficult if you’re competing against a well-established competitor in SEO. But is all hope lost if you’re David and you’re…
When it comes to learning data science, one of the challenges we face is just how seemingly daunting the field is to learn. There are so many techniques, tactics, and strategies that it’s difficult to know where to start. Learning something new always begins with an understanding of the basics. From martial arts to dance…
Summary In today's episode, I walk through what to do when your data analysis comes up empty and how the team pivots toward influencer network mapping as a practical next step. Here's what this means for you. You'll see how a failed analysis still creates real value by exposing gaps in your data and pointing…
There’s been quite a bit of confusion about how Google works when it comes to the process of indexing and ranking our websites, so I thought I’d take a few minutes to lay out the process as best as we know it. Much of this information comes directly from Google’s technical teams – developer interviews,…
Mark Schaefer asked me to review his latest book, Cumulative Advantage. It’s a book based on the sociological work of Dr. Robert Merton as well as a series of other sociologists on the phenomenon of cumulative advantage. In the most basic terms, those who have advantage continue to benefit from it at a faster rate…
Summary In today's episode, I walk through Part 3 of cleaning and prepping data for machine learning analysis, using a real Twitter analytics dataset to demonstrate advanced feature engineering, error detection, and analytic approach selection. Here's what this means for you. You gain a realistic understanding that data preparation is where most of the work…
