I was asked recently on Facebook about consulting billing rates: “Was wondering how you work your consulting business? Is it per project? Per month? etc. I have had a few people ask for my help and I just am not sure where to start.” Great question. There are two methods for assessing your fair consultant…
Summary In today's episode, I walk through how to turn competitive analysis into actionable marketing decisions using a proper SWOT framework and a digital footprint score across channels. Here's what this means for you. You gain a tactical, channel-by-channel method for spotting competitor weaknesses and defending your own strengths instead of collecting data you never…
Today, let’s take a look at a new offering from IBM, the new AutoAI Time Series Forecasting module. Before we begin, let’s define a few things. What is Time Series Forecasting? Time series forecasting is predicting one or more data variables over some future time, based on previous data. Why is Time Series Forecasting Valuable?…
When we think about KPIs, key performance indicators, we tend to think of them monolithically. We think about them as though there are one set of KPIs that apply to everything we do in marketing. “Marketing’s KPI is qualified leads.” “Marketing’s KPI is brand awareness.” These monolithic statements are fine for a big picture view…
One of the constant questions about thought leadership and public speaking, especially when you’re speaking on behalf of a brand or company, is how do you measure the impact? How do you know when your public speaking is delivering any kind of benefit? There are several ways to quantify the impact of public speaking; let’s…
We often hear management consultants reference the phrase, “People, Process, Technology” as a way of explaining the critical success factors for organizational change. In an era of automation, artificial intelligence, and machine learning, does this model still apply? A Brief History of People, Process, and Technology The phrase “People, Process, and Technology” originates from Harold…
Doug asks, “I have an interesting nonrandom case. I have a hard time explaining to the team that this does not count as an A/B test. Also, we ran it and got odd results. We give a list to sales reps each month that they have to go through to ask to renew their membership.…
In our Analytics for Marketers Slack Group yesterday, one of our members was asking who should own Google Analytics, the web manager or the demand generation manager. That raised the interesting question, what exactly does a demand generation manager do? What is a demand generation manager? For that matter, what is demand generation? To answer…
Summary In today's episode, I walk through what dark data means in marketing analytics, how to spot dark traffic in Google Analytics, and practical steps to recover unattributed visits. Here's what this means for you. You gain a clear framework for diagnosing whether hidden traffic is undermining your decisions and learn concrete ways to shrink…
Why would you buy ice cubes? And by ice, I don’t mean those fancy, clear ice cubes, just ordinary ice cubes. If we own a refrigerator with a freezer, making ice is practically free. Literally anyone can do it; it requires almost no skill whatsoever. Well, it turns out that there’s a very good reason…
