For people who don’t think about it often, when they do consider why diversity and inclusion are important, they often struggle for a practical answer. As a society, culture, and system of laws, we have mandated diversity’s legal and social importance, but we don’t give enough time or energy to the practical importance of diversity.…
Denise asks, “How do you help employees think analytically to determine what the data means?” Thinking analytically employs several different mental skills and attributes. All are learnable, but some people have more natural aptitudes than others. Before we can talk about helping employees think analytically, we have to define what analytical thinking is. Analytical Thinking…
Summary In today's episode, I walk through how to optimize website content using free tools like Google Analytics and Google Search Console with a real podcast site as the example. Here's what this means for you. You'll discover practical, no-code ways to sort and filter data in Excel so you can spot which pages drive…
Paul asks, “What’s the most valuable marketing knowledge you could impart to someone at an early stage of their career?” Two things, if I had a magic wand that could simply make functional knowledge appear in someone’s head. First, the ability to understand and make decisions with data, because humans are really bad at that.…
Last week in a conversation, Paul said, “When it comes to Google Analytics, I learned about as much as I could but I’m a Communications guy. I have an English degree. I don’t have the brains for analytics.” Okay, a bit of a rant here. There is no such thing as not having the brains…
Mabelly asks, “Whenever I think about attribution model, a question pop up. How we should deal with “the end of the 3rd party cookies”? How do you guys address this issue?” Third party cookies (or the lack thereof) and attribution models are two entirely separate things. So we’re talking about the same thing, let’s set…
Andrea asks, “How often are you changing your attribution modeling vs the change in organizational strategy?” An attribution model is something that’s mapped fundamentally to your sales and marketing strategy. It should change as you change strategy, or as your audience changes. First, let’s establish a baseline. Why do we need attribution models? Fundamentally, attribution…
One of the technical marketing hurdles I hear marketers struggling with on a regular basis is the idea of an algorithm. Marketers talk about Google’s algorithm, Facebook’s algorithm, Instagram’s algorithm, and this bit of language matters a great deal in our understanding of what’s going on behind the scenes with big tech and marketing. To…
One of the most challenging things to tackle is any news headline where the source data isn’t provided. This was the news blurb from LinkedIn: “Predictions of a “Great Resignation” appear to be coming to pass, with the share of workers leaving jobs at 2.7% in April — the highest level in more than 20…
Shea asks, “Wondering your perspective on how to measure the financial impact of earned media when it doesn’t include a backlink to the company website?” This is a fairly common question. There are several ways to peck away at this and arrive at a conclusion that’s on reasonably solid ground. Let’s dig into those methods.…
