Jose asks, "I’ve also like many others decided to get into marketing to change their lives and others. After 15 years in the landscape industry, I have noticed that there is a lot of potentials to help many companies in this Industry. My questions are. Do you have any experience with this industry? Do you…
In East Asian cultures (China, Japan, and Korea), the lunar new year always has three different attributes. There’s one of twelve animal spirits, one of five elements, and a yin or yang energy attribute. This year (2021) is the year of the yin metal ox. The last time we had this particular combination was 1962.…
Stephanie asks, "Which comes first, content or the distribution strategy?" Neither comes first. What comes first is your goal, your objective. If you’re not clear on the objective, then you’ll create content poorly aligned to your goal, and then you’ll distribute content in the wrong places. Goals are everything for marketing, but in any situation…
Summary In today's episode, I walk through part two of cleaning and prepping Twitter data for analysis, using a real dataset to demonstrate feature engineering, quality checks, and initial model testing. Here's what this means for you. You'll understand why thorough upfront data preparation saves significant time and money when running machine learning models. You'll…
Shannon asks, "What can I do differently to increase my conversions between home page —> contact page —> contact forms filled out?" This is a more complicated question than you might initially think, because there are several factors at play here. Let’s think back to 1968 and Bob Stone’s direct marketing framework. In that framework,…
Shannon asks, "Are there identifiable website trends / metrics for speakers? I did some analysis on my website traffic for the last three years… can I trust the historical data and try to replicate it to increase my number of incoming leads?" As a fellow public speaker, you absolutely CANNOT build forecasts with any data…
Sit down with any group of marketers who are self-aware enough to be able to think as both marketers and consumers, and you’ll inevitably hear this expression at some point in the conversation: "Does that really work?" Usually, it’s in reference to a specific tactic of some kind, particularly one that seems far-fetched or distasteful.…
