So What? Using SEO data to place sponsored content

Well, hi again. Welcome to So What, the Marketing Analytics and Insights live show. I did that without the banner this week. Um this week, we're talking about using SEO data to place sponsored content. So I'm joined by Chris and John.

And today we're going to be talking about how uh to look at traffic on third-party sites to see if it's worth trying to get your content placed. Uh deciding if sponsored content is even worth the money. That's a big question uh that comes up a lot. So we'll talk about that. And then alternative options to sponsored content.

So if sponsored content isn't the right thing, what do you do instead? So that's what we're covering today. So Chris, where do you want to start? Let's start by being clear about what we mean when we say sponsored content, because there's a lot of different advertising options. In this case, so I guess we should give some backstory.

Over in our uh our friends at Spin Sucks, they have a Slack. So do we. Uh, you can see ours at uh trust insights.ai slash analytics for marketers. Uh the Spin Sucks Slack. Uh, I don't actually have a Chinese invite, but um, someone was asking about um like a uh a competing PR agency was saying we can guarantee a story placement in uh business insider for only you know X X dollars or whatever, and you know, guaranteed results in two weeks.

And logically, we you know for folks who have been in the PR industry, we know that's they're not getting a story placed with a journalist, they're just buying some content. So, what that would look like, uh, what we mean by sponsored content. Here's an example. This is from the BBC. The BBC has a division called StoryWorks, and companies come in.

Uh, this one's paid by some company called Roborock, and they create content that looks like BBC content, you know, strange person, uh, I guess the executive of some kind, robot vacuum, et cetera. And it looks like you know, uh a really nice, well placed piece of coverage, but of course it is paid. Um, here's another example. This is at on business inside. You can see here, um, this is created by insider studios with this company.

And it this looks very, very much like business insiders' typical content, same format and everything. It just does have that little uh bit of disclosure towards the end there, a little tag. So when we talk about sponsored content, this is what we mean. So, Chris, at the top of this article, it does actually say sponsored content. Uh so isn't that is that something that has to be disclosed if it is sponsored content?

Like, are there rules around that? There are rules. Um, the FTC uh has created rules around uh basically any form of advertising has to be disclosed as advertising. Okay. So all right, so now that we know what sponsored content is, so you know, we get you know unsolicited emails all the time from people trying to you know get us to pay money to get our stuff shown, you know.

So why what's what's the value of paying to get your content instead of doing it organically? Um there's two schools of thought about this. One is, you know, it it you're guaranteed an outcome of some kind, namely getting your stuff in here. Um, in the world of public relations, this is really important because an awful lot of the time the stories that companies are pitching really aren't news, right? And in fact, they're they're as far from new and news uh as you can get, and they're not particularly compelling.

And so uh if you're a PR practitioner, for example, and you know, you just know that your company or your clients news is anything but this is an attractive option to satisfy, say, like a senior executive who's like, I need to see my stuff in Business Insider. Like, okay, give us 20 grand and we'll we'll make sure it appears there. Um, and and you know there's little to no chance of the publication picking it up otherwise. The other thing is if you have the capability to analyze different types of sponsor content and and see what kind of traffic they get, you might find that some kinds of sponsored content, particularly on on industry or niche publications, may make good sense because the readers are there and are gonna see it anyway. Now, how about some of the sponsored content?

I mean, really, with the exception of it saying sponsor at the top, I mean, it seems like digitally it's exactly the same as the organic stuff. So it, you know, are there any real differences? Other than the disclosures, a lot of these the companies that put together sponsored content really want it to look like the organic news. Hmm. Um, all right, so much go ahead.

So much so that a few have gotten in trouble over, you know, every now and again for not being sufficiently uh upfront about disclosing, like this was paid for by so and so. You know, it's it's one of those things, and I'm I'm sort of putting myself in the shoes of the consumer right now. Like when I like I don't, as I'm reading articles I don't look for is it sponsored or is it not so I don't look for did a company pay to put their content here or you know did they have a really good comms team who was able to get it placed for them I look for is the article relevant to me and do I get anything out of it so as a consumer I don't care if it's sponsored or not so I can understand you know the company wants to get it out there to as many people as possible but you know crappy content is crappy content it doesn't mean that people are going to respond to it. So you know it's sort of the thing that we always kind of go back to is like well if you write really good content then that's like the hard part is over like people will want to read it but that's a whole other thing. But yeah as a consumer I don't care if it's sponsored or not I care if it's useful.

And that is the pitch that a lot of ad tech companies and and advertising brokers and companies like business insider will say it's like look you know your content's gonna show up like any of our other content the consumer doesn't care. Sometimes they can't even tell the difference uh not because we're doing anything malicious but just because people don't pay attention to that stuff. So why not buy the full page placement that you really want uh rather than pestering our writers yeah and if I mean if your SEO plan is hey we need X number of inbound links I mean you can't just buy your way into that. Exactly. So after our our friends uh told us about this this uh ad firm because they claim it would be a PR frame, but that it's really selling advertising um we had the question, well, what if that's the right choice?

Like as much as it's uh, you know, I have the temptation to to make fun of such tactics. We don't know is that it could they be right? Like, could they actually say, like, yeah, sponsored content works and and you're better off paying the you know five, ten, twenty thousand dollars um for a guaranteed placement uh as then you know banging your head against the wall. So what we want to know was well, how would you know? Like how would you know that some content does better than others?

One of the things you'll note here, and you can see it in the URL. Um, the URL here has uh a little SC in it. Um that's business insider's way of saying our our sponsor content is stored in this you know URL structure. When you go to the BBC, theirs is BBC.com slash story works. So the story works is always um highlighted in the URL.

So if we were to extract um a random sampling of pages from all these publications, we would be able to get some of the sponsored stuff and you know and a bunch of the unsponsored stuff as well, and then we can take a look and see what is the difference between these these two types of of content. So the way that you would get to that uh would be through an SEO tool. And you know, we we use at our shop um the HREF software. I still can't rock the fact that the first part of the name is silent. Um but well, I would pronounce RFs, like A H R.

Anyway. Um this is it's one of the great mysteries of the universe, how a company that does nothing but marketing has a rough time coming up with a name that people can say. And so in uh a system like this, I can go in and say, I want to see um pages from a site like Business Insider. Now, the challenge uh that we're gonna run into is there's a lot of them. There's almost 600,000.

Um, and you know, so only uh a certain percentage are going to be sponsored or unsponsored. So what we need to do is extract a a lot of these pages, if not you know, uh all of them. In this case, um I've already done the you know repeated exports to get to um the the uh a rough sample of these pages, and then we need to look at the URLs and say, what's the difference? So there is a way to do this. Like if you wanted to do this in Microsoft Excel, you could.

It would be an extremely large spreadsheet. Uh but you can do it. Yeah, you can do it. You would have you would copy and paste all this, and then you could start doing math on the different columns. Katie, you look puzzled.

Well, um, I guess I'm wondering is is there a more straightforward way, you know, you know, can someone do it within the tool and just filter it down to the URLs that only have SC in them? Or, you know, can they export the data and then just filter by only the URLs that have SC and look at you know the relative you know traffic to those pages. Uh the second part of what you're talking about is exactly what we're gonna do. So we're gonna take we're gonna filter by the URLs to get a sense of what is it. Now I'm going to use R because it's a lot faster than watching me copy and paste for 20 minutes.

Um but if you don't use R, um you can do exactly what Katie just said and put it on a big old Excel spreadsheet, uh, and then uh use statements like count if and stuff to count whether that you know the SC is in the URL or not. So let's start. Let's go ahead and clean things up here. Um let's start with Business Insider. I'm gonna take the business insider content.

I'm gonna load it all up. Uh and we should get what do we got here? We have uh 55,000 uh pages total, of which 41,000 are unique. And we know that the SC sets this is sponsored content. So if we were to summarize all the different metrics.

Oops, I forgot the hang group statement there. Let's take a look at just this quick summary. Sponsored. The we're gonna use href, we're gonna use two metrics. One, the traffic that hrefs think that thinks that page gets, uh, and they get that data from things like uh bit.ly clicks from third parties um from some of their own uh data collection efforts, and then the number of tweets of that URL, people tweeting that URL.

And so those are I think two decent measures for trying to understand. Uh another one that we could look at if you want to would be referring domains. If you want to see, like, does sponsor content get you more uh incoming links? But for now, we're gonna leave that off. For business insider, we see that sponsored content that is a non-sponsored content gets an uh average of 922 visits per page and gets about 60 tweets on average.

Sponsored content gets 37 visits, almost 38 visits uh per page, and about one tweet. So there's a pretty big difference there. Yeah, obviously that seems like you're just getting killed if you're sponsoring the content. It's like 30 times the traffic, 60 times the the Twitter heat. Right.

And if we look, let's let's go do a bit more digging. Let's take a look at just uh the top 25 non-sponsored stories first. Let's see what that looks like. Um, just to get a sense of what's in the news, right? Um we have you know, Last Kingdom is Netflix's latest binge-worthy British thing, the Dow Jones Index, um, something from the election, because this is uh to all of 2021.

Uh the Dow Jones 30, how to log into Facebook. And so these are you know, these are stories that have that get a lot of traffic, hundreds of thousands of visits. Um 30% off Coles coupons. I didn't know Coles was that big of a deal, but you go, Cole. Uh the best lingerie in 2021, Bitcoin prices, how to loop a YouTube video.

What does NSFW mean? 100 126,000 people were looking for reading it. I I give up on people. Um so it's basic. So this doesn't tell us anything because it's all over the place.

Exactly. So this tells this gives you a general sense of the what non-sponsored content is most popular on business insider. One of the things that would be a logical thing to ask if you are a company looking like we were looking to place some content is is this even the right audience? Right, based on what people are reading here. I'm not sure.

Yeah, my opinion of this hard hitting news is really kind of kind of bugging me. Um now let's do the same thing, but let's look, let's look at at sponsored content and try and get a sense of like what kind of stuff is popular in in the sponsored realm, if anything. Um this is really interesting. So one story, Sam's Club, the how the benefits to using the Sam's Club uh credit card did really well did did decent, you know, 1600 uh visits. And then all of the other stuff not so much.

It's funny that totally matches with Nicole's 30% off thing though. It's like the same content really. Right. Exactly. So from you know this is a site called Business Insider.

You would think it would be more business. Businessy, yeah. Um so this is one example. Um we can see here, you know, obviously IBM has done a couple of of pieces. Uh we see uh a whole bunch of uh sort of what you would expect actually is probably blog content that somebody repurposed right how retailers can succeed in e-commerce in China just smells like uh a blog post you know like somebody borrowed from their corporate blog what's interesting is at least as you know at a first glance is that the titles of the sponsored content are less actionable I guess maybe that's not the right word but they're less like how to do this and what's this and you know 10 ways to do this whereas the unsponsored content is more of the like help content it feels like um yeah you know like how to log into Facebook 30% off 10 simple ways um you know and and that's not true of all of them there's still a lot of weird stuff in here that like I don't know why I would read the article but at least these ones to seem to me a little bit more um that they actually tell you what the article's about.

Mm-hmm. Right. Which it I think it that's an important content marketing lesson in itself is like if you're gonna spend a lot of money on sponsored content, maybe you know, make it as try to make it as appealing as as the stuff that we know does well. Whether or not we want to read about these things, any one of these individual topics, you're right. At least you know, like this one here, chainsaws were envisioned originally invented for helping with, you know, I I'll definitely go and read what the rest of that's about.

It sounds fun. So that's Business Insider. Based on what we've seen, so far, I'm kind of feeling like that that would be a no for me. Um, like the difference is too big there. So let's take a look at the BBCs now.

Let's we're gonna rerun the same thing. We'll load up the BBC data. Uh in this case, we've got about 20,000 articles. Here at the BBC, uh 17 visits for sponsored content and then about two tweets. And for non-sponsored content, about 3,000 visits and and 61 tweets.

So again, you know, BBC articles here. Um clearly the the non-sponsored has has a lot more juice. Let's go ahead and look at the the top stories on the non-sponsored. What's considered a top story? By traffic, uh ordered by the amount of traffic.

Sean Connery dies, um the Canadian election. Fake photos, Kim Jong-un, uh, what exactly is a Karen and where did the meme come from? So they again, this is very much you can tell general news with a a distinct weight towards um you know world news, very you know, which we would expect of the BBC. Well, it also it also speaks to the squirrel brain that we all have of like ooh shiny thing ooh shiny thing ooh shiny thing like again it's it's a little more news but it's still all over the place right exactly like TikTok overtakes YouTube for average watch time in the US. I mean it's actually mildly interesting.

Not really uh mildly okay. Let's take a look at StoryWorks and see how BBC StoryWorks match up. Okay, already better than Business Insider, because that was a bunch of zeros for afterwards, but here um some tourism stuff. Uh more tourism, more tourism, tourism. Isn't that interesting?

There's there's a lot of tourism stuff um in this sponsor. But it it does it, you know, decent. It's not it's not a zero. Yeah, and like Katie was saying with the other titles, these titles are way more compelling. Yeah, how to beat jet lag.

Um travel in the COVID-19 world. And there's you know, there's there's other stuff like you know, hack tech how technology is transforming Japanese agriculture. That's that's not as compelling, but yeah, that's definitely in a somewhat improved quality. So even though the traffic numbers are not great for this, it's certainly better than business insiders was. Okay, let's do one more.

Let's do BuzzFeed, everybody's favorite short attention span theater. It's gonna be all quizzes. Probably. Um this is really interesting. The difference is much narrower.

11 visits for sponsored content, 92 visits for not, um, less than half a tweet uh for for sponsored content uh and two for not. So there's there's a pretty sizable difference here in terms of the content. So let's take a look at the top traffic. Let's see if you're students is that like 70x characters. And this is definitely clickbait content.

100% clickbait content, you know. Uh all celebrities. Yeah, exactly. It's all pop culture stuff. Uh 72 keto-friendly Trader Joe's products.

What is your spirit animal? There you go. Well, that's what celebrity tweets you missed last week. Yep, I'm gonna lose sleep over that. Um so okay.

There's you know, there's there's there's definitely a clear audience for this content. Let's take a look at their sponsored content now and see if we can figure out uh what's going on with that. The fact that the headline, the longer you take to complete this quiz, the dumber you are. The fact that that gets clicks really bothers me. Now, what's interesting about BuzzFeed is that BuzzFeed doesn't necessarily do placed content.

What they do is is they allow a company to sponsor an article. So like that's what is your spirit animal? If you were to go into that quiz, it is sponsored by what I think it was like Ragu or something like that, you know, some some things. So there are definitely um some stories that do well, but in this case, again, not zeros like business insiders was, but also not nearly uh the size. But this is very much in line with the rest of their content and stuff, and so we can see like the you know the 24 things about fall that'll put a smile on your face.

What's your superhero power? Best moments in punked history, etc. So these are things that are are pieces that other companies have sponsored just to get their brand in front of an audience. So in all three cases, I think it's safe to say we can conclude that the amount of traffic that a sponsored content piece gets is substantially lower than a non-sponsored piece. So if you are working with a public relations agency, um and you know, they're they're talking about is it better to just buy your way in from a at least from a traffic perspective, the answer is no.

Well, and the feedback from the so to be clear, this group of people right here, we are not comms and PR professionals, and so we look at it from a data standpoint, but the feedback from the actual PR pros in that conversation was that you know, sponsored content is not the right strategic move because it lessens the value of the work that they do, and I I agree with that because there's a reason that that job function exists, and if companies can just pay to get really crappy content on a website that someone else has been working hard to get placed, or gameplay that's a really stellar piece of content, like yeah, it does seem a little bit like the sponsored content is like a cheat. And I get that it's not a true cheat. Like if you have the money to pony up to do it, then that's fine. But then why are these people over here busting their butts to try to get you know the same result? Yeah, uh, part of that I think also goes to when you're advertising it, you're effectively putting your content in front of somebody else.

Um, whereas when you're getting coverage of it, you're getting essentially a an implicit third party endorsement. Uh you're saying that the the publication without taking money for it, um, thought your news was newsworthy enough that it it deserves some some shelf space. Whereas if you have to buy your way in, not it's true, not everybody pays attention to to those tags, but it's clear that if the the story that you had to share was good enough, it would have made its way into the publication already from an unpaid perspective. So I think that brings us to the last point that we wanted to cover is what are the alternatives that people can take aside from just writing better content. Uh, what are some let's say but in all seriousness, what are the alternatives to sponsored content?

I mean, it's obviously getting a really great comms team and PR team who can like you know pitch like nobody's business. It's writing, you know, really solid, useful content that people actually want to read. What are some other things to be able to do as opposed to just defaulting to sponsored content? One of the things that I think the public relations industry has not thought enough about it influencer marketing includes them, not just in the sense of, oh, I, you know, I would as a PR person go help recruit influencers for a company and and and share this stuff. I I think you know, there's that certainly is valid.

But PR people don't think of themselves as the influencers, right? If you have strong relationships with so and so at the New York Times and so and so at the Wall Street Journal and so and so at the Boston Business Journal, and you can reliably get them to pick up the phone when you call them, you are an influencer. You are an influencer, and as such, you can extend your influence to take the client's story. Hopefully tell the client, yes, this is newsworthy, or guys come up with something better. I know, you know, I know John's just not, yeah, I at the Marketing Over Coffee Podcast is not going to want to cover this because it's it's you know, it's like you and 8,000 other companies do exactly the same thing.

Um, but if you have something that's truly actually news, um, then I can go and use my my relationship, my influence with John to get that story covered on the marketing over coffee podcast. And I think that's a mindset that PR people have not figured out yet, that they are influencers. They don't have to have big personal brands and be, you know, uh, you know, Instagram celebrities and stuff like that, but they do have to have those relationships and the definition of influences that you can get somebody to do something through persuasion as opposed to swiping a credit card. Well, and that well, I think we're starting to go down like the road of like what defines an influencer. And you know, you're talking about in two different contexts.

And so when you're talking about, you know, the PR industry as a whole, a lot of it is about relationship building and networking and trust of yeah, if you get my story placed, I you can trust me then gonna continue to give you good stories for your publication. That to me is different from you know what people typically think of influencers now is I have a big reach of people, so if I hold up a makeup brush, 5,000 people are gonna buy it. You know, those are those are two different contexts. So I wouldn't use the word influencer in the context that you're talking about. What you're really talking about is those relationships, those interpersonal relationships that need to exist in order for someone in the PR space to be successful.

Exactly. But to your point about what are the alternatives to sponsored content, yeah, the the creation of quality content is important. But part and parcel of that is that you as a uh as a generator of content also develop that relationship with the publication. If you know the PR person may make the introduction, but then you know you may change agencies or change staff and things like that. But if you are known to the publisher, whoever it is, then as long as you continue to create really interesting stuff, you can get seen, right?

So and you don't have to pay for it. But it takes time and effort to build those relationships. Like we just did a piece yesterday on the top uh marketing technologies used by you know 8,000 companies in in Scott Brinker's Martech landscape. Because we have a relationship with Scott, because we have a relationship with the the Martech uh organization and the Martech conference, and because we consistently create content that is actually news, it was relatively straightforward to tag him in a LinkedIn post, you know, and have him then go reshare it on Twitter and stuff like that and and and get the story placed, right? So we didn't have to work hard at this campaign.

What we do have to work hard at is maintaining that relationship over time. So a big part of making sure your content goes somewhere is you gotta work on the relationships. What do you think, John? Have you ever well, so John, I feel like of the three of us, you might be the most farthest removed from the PR industry. Is that is that an accurate statement?

Yeah, yeah. I'm definitely, you know, I know how that works, but I've never had hands on in that thing. And it's interesting. I have a different perspective from the marketing over coffee side too, because we get pitched all the time for content. And and there are, we have sponsors that we will create content with.

It's an interesting point that kind of ties into what Chris was talking about. And like I know that there are show sponsors that I can say to them, look, if you sponsor the show, I know we can get two good stories from you. You know, we're going to be covering email service providers anyways. And I know you have these good clients, and it it changes everything. You know, it becomes regular organic content.

Um, but yeah, it's very interesting. I it's just fascinating to hear you guys talk about this. And especially like where could the PR industry go? I mean, what do you guys think about that? Like, is there a way to keep taking the existing model and have them understand that these people can actually become influencers if they become experienced enough in a vertical?

Or do they just spin off and go and work in those industries as soon as they've got enough clout? Go ahead, Katie. Go ahead. I'm I'm curious to see where this goes. Um, it's both.

It is both. I mean, we know a lot of folks who work agency side for a while eventually do go in-house because in-house pays a lot better. Um, but also there is the PR industry. I forget who I was talking uh, I was talking with Kate Bestrova about this the other day. The PR industry doesn't realize the importance of its name, public relations, building relationships with the public, right?

Like a lot of people and a lot of executives at companies think it's actually just media relations. Hey, go pitch these stories to the media. The evolution of public relations is almost disintermediating, going straight to your public. You don't necessarily need a buzzfeed, a business insider, et cetera. If you've built strong relationships with your with your community and you have influential people within that community, you know, when you look, for example, at the uh now 2,000 people that are in the Analytics for Market or Slack group, right?

That is a that is our audience as our community. Those are the folks who who are paying attention. And so our public relations relating to those people. We don't have to work through uh publication to get there. Um, the in ear insights newsletter with you know 18,000 subscribers, that is our publication.

Now, could we be doing more to be in other people's publications? Yes, a hundred percent. We could be reaching out to more people more often. But even just something as simple as tagging the right people in on LinkedIn when we put up a post because we know that we're talking about it's gonna be relevant. Like when we publish this show uh on our blog tomorrow, um, we know that we're gonna tag Jenny Dietrich, we're gonna tag the Spin Sucks community, probably share it in the Spin Sux community itself, because the question came from there.

We'll probably tag people like Perry Hedrick, who's you know, uh uh a good friend of ours and Joel Richman, a good friend of ours in the in the PR industry to say, hey, you know, we'll love your thoughts on what we talked about on the show. That's public relations, is relating to your public and knowing who those people are. So the evolution of PR is not just you know flinging more money and trying to be all things to everybody, but it's saying how good are your relationships with the public directly. Can I just say for a second? I just haven't any rant.

Um, I hate this trend of tag of being tagged in things randomly on social media. Like, if you want my attention, like send it to me personally. But like just being tagged in something on social media does not guarantee that I'm going to read it, that I'm going to share it. If anything, I'm probably going to ignore it even more because I didn't ask you to do that. So that's my little two-second rant on that.

But I understand what you're saying, Chris. Like, so these are people that you've named that we have relationships with. And so it's not just out of the blue, you know, those, you know, things on Twitter and LinkedIn where you see 800 people tagged, and you're like, I don't even know. I forgot what the point of the message was in the first place, because now I'm getting 8 million notifications from people I've never met, and this is all just you know a bunch of noise. And so I feel like there's just like with everything, there's the right way and the wrong way to do it.

So if you're going to go that route of tagging people in your post on social media, then I would definitely caution you to say, make sure it's not people who are going to be pissed off by being tagged in stuff for no good reason. Like, don't just randomly like go to a list of like, okay, it looks like these five people are CEOs of companies that I want to get in front of. So let me tag them. Like, don't do that. Make sure they're people you actually have relationships with.

And I think that is definitely the difference in terms of you know calling what you're talking about public relations, because you have that relationship with someone, you're not just randomly tagging people hoping that they might see it and say, Oh, that's interesting. Exactly. And if you do have those relationships, that is your your probably your best alternative to sponsored content is to know that you can work inside those relationships for stuff that's actually news that's actually worth talking about and get the people that you care about to see it. So I would encourage you to look at the SEO tools that you have access to already and see uh do some investigation as we we showed today. If there's a publication that you think it would be interesting for your content to be in, use the SEO tool, look at the traffic.

If they have a way for you to detect the sponsor versus unsponsored content, repeat the analysis we just did today. Again, you can do it in Excel. It's just really takes a little bit longer to do than the way we did it, but you'll get the same outcome. We're just making charts. Um machine learning, no statistics, just adding stuff up.

So you can totally do that in Excel. Use the SEO tools you have to work at that data, and then make a judgment call. Um, if you see that, you know, uh on like we saw with the BBC, that might be your audience, right? If you survey your customers and you survey your your community and they say, Yeah, we are diehard fans of the BBC, and like, huh? Maybe we should maybe it's worth that for the from just a reputation perspective.

And then uh, I guess the third part would be do your do your public relations well. And as Katie said, make sure you have a story worth sharing so that people are more likely to share it. Any other parting words? That's uh have a story worth sharing, is really all the advice anybody needs on that front. Maybe that's a topic for another show.

How do you know when you have a story worth sharing? All right, folks. Uh, take care. We'll see you all next week. Thanks for watching today.

Be sure to subscribe to our show wherever you're watching it. For more resources and to learn more, check out the Trust Insights Podcast at TrustInsights.ai slash TI podcast. And our weekly email newsletter at Trustinsights.ai slash newsletter. Got questions about what you saw in today's episode? Join our free Analytics for Marketers Slack group at TrustInsights.ai slash analytics for marketers.

See you next time.