Almost Timely News, 31 October 2021: Secret Handshakes, First-Party Data, Marketing Technology :: View in Browser Learn how to develop social media strategy to beat competitors based on publicly available data » For those who observe it, boo. Happy Halloween. What’s On My Mind: Secret Handshakes “Know your customer“. From cryptocurrency verification to marketing platitude,…
Summary In today's episode, I walk through the difference between change management and digital transformation and how these two frameworks work together when applied to your marketing organization. Here's what this means for you. You gain a practical 5 P's lens (Purpose, People, Process, Platform, Performance) for evaluating any technology or organizational change before you…
Ashlee asks, “What are some strategies for increasing first-party data?” Let’s recall that first-party data is data given to us by prospective customers, and comes in two flavors. Passive first-party data is data collected by tools like Google Analytics and our email marketing software – when a user does something, these tools measure the actions…
What is marketing technology? At the recent MarTech Conference, I started to wonder what the line is between marketing technology and regular IT after hearing different sessions talking about some of the martech challenges marketers face, everything from getting your marketing software to operate properly to scaling your technology infrastructure for growth. What became clear…
Almost Timely News, 24 October 2021: Marketing Supply Chain, Social Listening, Building Strategy :: View in Browser Learn how to develop social media strategy to beat competitors based on publicly available data » What’s On My Mind: Your Marketing Supply Chain Pop quiz: what’s in your marketing supply chain? Something that occurred to me earlier…
Summary In today's episode, I walk through two practical frameworks for building marketing strategies — the tactical Traction model and the strategic SWOT analysis — so you never have to stare at a blank page during annual planning again. Here's what this means for you. You gain a repeatable process for picking the right channels,…
“The customer is always right.” For over a century since Harry Gordon Selfridge coined it, we’ve been stuck with this platitude, and it can be dangerously wrong for the health of our businesses. It had its place. After all, businesses even today are insanely self-centered, and tend to put themselves and their needs first before…
Almost Timely News, 17 October 2021: Content Creation Hacks, Vanity Metrics, NFTs :: View in Browser Learn the difference between incrementality and attribution in Google Analytics (MP3 audio) » What’s On My Mind: My Favorite Content Creation Hack I’ll be a little sad when things do go back to “normal” when it comes to events,…
Without fail at nearly every marketing conference, someone rails against vanity metrics. Stop measuring them. They don’t matter. They’re the devil. Variations on those themes. So let’s clear the air a bit, because just as some people put too much importance and faith in vanity metrics, other people discount them too much. What Are Vanity…
