At the recent Google Marketing Platform’s Google Marketing Livestream virtual event, Google previewed a bunch of changes coming to the platform as a whole, but some of the features that most stood out were: Customer Match: the ability to encrypt and upload your customer data lists for ad targeting purposes – will be open to…
Summary In today's episode, I walk through how to use publicly available third-party data to inform your marketing decisions with hands-on demos from FRED and TSA travel data. Here's what this means for you. You'll gain a repeatable framework for validating your marketing assumptions using free government datasets and spotting real trends versus anomalies. You'll…
Shashi asks, “People are very visual. What is your best tool for a novice marketer to create good visuals with data?” The best tool? It depends. If we think of a visualization like a cooked dish, like a cake, then we have to have four things: The recipe. What are we making? What should it…
The Second Edition of Content Inc. is a fascinating read. If you’re an experienced content marketer, the first five chapters are nothing new; everyone with 5 years or more of content marketing experience should already know and do most of the Content Inc. framework. For newer, more inexperienced marketers, the Content Inc. framework is a…
One of the more interesting content marketing metrics that I rarely see in the field is conversion efficiency. There’s some content that simply outperforms other content, but one of the things we forget to include in our normal analysis of content is how much effort, in terms of time and resources, went into the promotion…
Summary In today's episode, I walk through how to use Google Analytics 3's competitive benchmarking feature to compare your marketing performance against industry peers and turn the results into actionable dollar amounts. Here's what this means for you. You'll gain a framework for identifying which channels are underperforming and quantifying the revenue you're leaving on…
Here’s my question for all the apps begging users to re-enable ad tracking in iOS 14.5… What have you been doing all this time with the data we DO give you? Think about it for a moment. How much data do we voluntarily give different social network and content providers all the time? We share…
Here’s a content marketing question to start your thinking: what would you assume the relationship is between average time on page and word count? I would assume there would be a linear relationship, right? More words on a page means more time to read, so there should be a linear relationship between these two variables.…
One of the earliest parts of Google’s algorithm was PageRank, a network graph that looked at who was most linked to as a proxy for which sites should rank highest for a given search term. While PageRank has evolved along with the rest of Google’s algorithm, it’s still very much part of the company’s search…
I had a chance recently to test out a new set of GrillGrates from GrillGrate.com. These are exactly what they sound like – replacement grill grates – and they’re one of the easiest upgrades I’ve made to my grill. FTC Disclosure: GrillGrate.com sent me a review set of grates at no cost, making this a…
