Almost Timely News, 31 October 2021: Secret Handshakes, First-Party Data, Marketing Technology :: View in Browser
For those who observe it, boo. Happy Halloween.
What’s On My Mind: Secret Handshakes
“Know your customer“. From cryptocurrency verification to marketing platitude, we’ve heard variations of this phrase for decades. So here’s the question: how well do you REALLY know your customers?
I’d submit we don’t really know them very well at all. We might not even have the slightest idea about what makes them actually happy. Here are a few phrases to ponder. Some will resonate with you. Some will not.
- Carson Wentz with 6% FAAB for week 8
- A druid can pinch OT and brez if needed even if they’re a boomkin
- What’s your AO3 pseud?
- New growers start with Blue Dream, Super Lemon Haze, or GMO cookies
- Avoid rug pulls and remember to buy your own coin
- Who do you ship more, Avalance or Supercorp?
All of these phrases have one thing in common: they’re the embodiment of George Bernard Shaw’s expression, “all professions are conspiracies against the laity“. Each of these phrases is unique to the groups, the tribes who know them, and they’re inscrutable mysteries to anyone outside that tribe.
And that’s the way we like it. When we’re inside our tribe, when we’re with our people, we feel kinship. We feel common ground. We have shared interests, a common language, a common point of view on at least one thing. Our language is our secret handshake that lets us know who’s in the club and who’s not based on how they react.
Forget about demographics and firmographics for the moment, our traditional marketing staples. How many different secret handshakes do you know about your customers, about their actual interests, about the subcultures they love the most? If the answer is zero, you don’t know your customer – at all.
Everyone has secret handshakes. See if any of these resonate with you:
- It’s 9 o’clock on a Saturday…
- When I was a young boy, my father took me into the city to see a marching band…
- Stop. Collaborate and listen…
- We were both young when I first saw you…
- I just took a DNA test, turns out I’m 100% that bitch…
These are secret handshakes. Some you probably know, some you don’t, but the ones you know? You KNOW. And anyone around you who reacts to hearing the first few words of these songs, you know is at least a little bit in your tribe.
So what’s the point of all this? We talk about knowing our customers, but we really don’t. When we get our heads out of marketing and start interacting with customers as people, we start learning what their secret handshakes are – and those secret handshakes can be powerful, powerful relationship builders. I was on a call recently with a colleague and I mentioned one particular secret handshake and my colleague visibly, viscerally reacted – and then blossomed into a beaming grin. We had something in common that was part of a very specific subculture and now, neither of us will ever forget that fact.
Ask yourself this: of those people you do business with that you enjoy working with, how many secret handshakes have you made an attempt to share and learn? If the answer is “not enough”, then now’s a great time to start.
Share With a Friend or Colleague
If you enjoy this newsletter and want to share it with a friend/colleague, please do. Send this URL to your friend/colleague:
ICYMI: In Case You Missed it
If I had to suggest only one of these articles to read from this week, it would be the piece on how to increase data collection for first-party data. If we reframe the problem, solutions from a very familiar framework make themselves obvious.
- Strategies for Increasing First-Party Data
- What Is Marketing Technology?
- How to create compelling content
- INBOX INSIGHTS, October 27, 2021: Data-Driven Decision-Making, Reporting Issues, Instagram Engagement
- So What? Change Management and Digital Transformation
Skill Up With Free Classes
These are just a few of the free classes I have available over at the Trust Insights website that you can take.
- Proving Social Media ROI
- Paradise by the Analytics Dashboard Light: How to Create Impactful Dashboards and Reports
- Competitive Social Media Analytics Strategy
- How to Build Data-Driven Customer Journey Maps
- How to Deliver More Value as an Agency
Thank You Notes
These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!
- Content Marketing Analytics 101 (YouTube)
- Data-Driven PR with Prezly (YouTube)
- Diving into Data for Marketers – A.I., Google Updates, and More
What I’m Reading: Your Stuff
Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.
Social Media Marketing
- How to Brand Yourself by Using Social Media via Agorapulse
- 29 TikTok Stats to Know in 2021
- Clubhouse Clone audio based app development
Media and Content
- Google Offers a Definition of Quality Content
- 6 Tips to Generate Leads With Marketing Content via MarketingProfs
- 3 ways to combine local SEO and PR strategies via Agility PR Solutions
SEO, Google, and Paid Media
- Google Implements New Process to Enable Minors to Remove Images of Themselves from Google Search via Social Media Today
- Does Content or Links Improve Trust with Google?
- Vulnerabilities Are Not an SEO Issue… Until You Get Hacked
Advertisement: Supermetrics for Google Data Studio
Google Data Studio is an incredibly powerful tool for bringing your data into one place for analysis. Out of the box, it serves up Google ecosystem data that marketers need – Google Analytics, Google Search Console, YouTube, Google Ads.
But what about… Facebook data? LinkedIn data? SEO data? Data from your CRM or marketing automation software? That’s where Google Data Studio has some gaps.
Fill those gaps with the Supermetrics Integration for Google Data Studio with over 70 different supported integrations like most social networks, CallRail, Adobe Analytics, Bing Ads, Pinterest, Stripe, Semrush, Salesforce, and so many others. Get ALL your marketing data in one place for easy reporting.
Tools, Machine Learning, and AI
- The Rise of AI and Virtual Learning Could Result in Fewer Professors
- Ensemble Modeling for Neural Networks using large datasets via Simplified!
- How Taking a Mindful Approach to AI Cuts Down on Biased Data Sets via Martech Zone
Analytics, Stats, and Data Science
- What Google Recommends You do Before Taking Their Machine Learning or Data Science Course via KDnuggets
- #GTMTips: Cross-domain Tracking In Google Analytics 4 via Simo Ahava’s blog
- Understanding Polynomial Regression Model via Analytics Vidhya
All Things IBM
- IBM Safer Payments recognized as Fraud detection and prevention product of the year
- Project Scavenger manages e-waste for a healthier world IBM Developer
- Announcing marked-it v2: Transform your Markdown source into HTML5 output IBM Developer
Ad: Make Better Videos with Techsmith Camtasia
If you enjoy my videos, like You Ask, I Answer, Do Something With Your Marketing, Saturday Night Data Party, and many others, then consider using the platform I use to edit and publish them: Techsmith Camtasia. Camtasia is just the right balance between too easy and inflexible, like iMovie, and absurdly complex and expensive, like Adobe Premiere. It’s got just the right features, from subtitle editing to all the usual transitions and special effects, and it’s a desktop app, so there’s none of this crazy trying to “edit in the cloud” (which is insane for video production). If you need to produce videos, screencasts, and even animations, give Camtasia a try.
Good Reads, Long Reads, Interesting Stuff
- An executives guide to climate technology via McKinsey
- Publishers are seeing increases in advertiser requests around climate and sustainability coverage via Digiday
- Steel and concrete are climate change’s hard problem. Can we solve it? via New Scientist
Fun, Games, and Entertainment
- Subspace will launch its parallel and real-time internet for gaming and the metaverse via VentureBeat
- Epic Games and Tribeca team up on Unreal Engine films via VentureBeat
- Newzoo: American gamers play games more than any other leisure activity via VentureBeat
Economics, Politics, Environment, and Society
- Everyday Investors Believe Wall Street is Rigged: How One Man Plans to Change the System via ReadWrite
- Investors ignore trillions of dollars in potential revenue as women-led businesses go unfunded via SiliconANGLE
- 3 Signs the US Economy Boomed in October and Beat the Delta Wave \
Advertisement: AI For Marketers, Third Edition
With every software vendor and services provider proclaiming that they too are an AI-powered company, it’s more difficult to demystify artificial intelligence and its applications for marketers. What is AI? Why should you care? How does it apply to your business?
In the revised Third Edition of AI for Marketers, you’ll get the answers you’ve been looking for. With all-new practical examples, you’ll learn about attribution modeling, forecasting, natural language processing, and how to start your AI journey.
Get your copy now in the version that best suits you:
How to Stay in Touch
Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:
- My blog – daily videos, blog posts, and podcast episodes
- My YouTube channel – daily videos, conference talks, and all things video
- My company, Trust Insights – marketing analytics help
- My podcast, Marketing over Coffee – weekly episodes of what’s worth noting in marketing
- My second podcast, In-Ear Insights – the Trust Insights weekly podcast focused on data and analytics
- On Twitter – multiple daily updates of marketing news
- On LinkedIn – daily videos and news
- On Instagram – personal photos and travels
- My free Slack discussion forum, Analytics for Marketers – open conversations about marketing and analytics
Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.
Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.
My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.
Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.
See you next week,
Christopher S. Penn