Almost Timely News, 30 January 2022: Video Newsletter Edition, Poll Results, A/B Testing :: View in Browser
Watch This Newsletter
What’s On My Mind: Newsletter Format Results
Well, this was a surprise. I was expecting the vast majority of you to vote for a text-only newsletter, and a handful to vote for rich media formats like audio and video. Instead, this happened:
While a text newsletter is still your preferred format, the other two formats weren’t as far behind as I expected.
So, what happens next? Here’s the trick with results like this. These results are statistically significant. There is a clear “winner”, a clear choice you’ve made. If we were naive marketers, I’d declare text newsletters the winning format and carry on.
But we’re not. We’re experienced marketers, and when we see results like this, we have to stop and think. More than a third of you said text as a format. Almost a third said audio, and just under a third said video.
Which means that if I produced only a text newsletter format, I’d be disappointing two thirds of you. So, we’ll give this a try and see what you think.
By the way, there’s a really important lesson in here, especially if you’re doing lots of testing. This is effectively an A/B test of sorts – well, A/B/C, I suppose, since the poll has three options. What would happen if I declared A the winner and ignored the preferences of B and C? I’d be focusing on pleasing a minority of you, at the expense of the majority.
Is that sound? Is that logical? No, of course not. No one would ever advise you to annoy 61.7% of your customer base, but if I chose only A and ignored B and C, I’d be doing exactly that.
And yet, we and our marketing software doing that every single day, aren’t we? Every time we set up a website optimization test or an email test and we get a 55/45 or a 60/40 split and we declare a “winner”, we are automatically saying the preferences of the minority don’t matter – even when that minority is a sizable portion of our audience.
What if… there were more buyers in B than A? What if the people who chose A were terrible customers and the people who chose B were great customers?
The only time I’d feel comfortable declaring winners and ignoring the preferences of the non-winners is if there was an overwhelming majority, like a 95/5 split. And even then, I might want to dig into who’s in the 5% to see what, if anything, makes that population behave differently.
In the meantime, we’re going to try this experiment. For the next few issues, I’m going to see what it will take to make at least some of it available by video and audio (because making video implicitly means making audio) and see how you react to it. If the videos and audio downloads get no views and listens, then we’ll just stick with text. On the other hand, if they take off wildly, I’ll know to keep doing them. Either way, we’ll use data to drive the decision-making process.
I hope you see how this process should inform your data-driven marketing as well.
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ICYMI: In Case You Missed it
If I had to pick one thing for you to take a look at, it’s the Mind Readings piece on the language of our goals, how we talk about our goals.
- Mind Readings: The Language of Our Goals
- Mind Readings: Why Many Diversity Efforts Fail
- You Ask, I Answer: Does Gated Content Work?
- You Ask, I Answer: Most Effective Content Modalities?
- Almost Timely News, 23 January 2022: Newsletter Format, Mind Readings
- So What? Business Process Re-engineering
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.
- Fundamentals of Marketing Analytics (new!)
- How to Think About Google Analytics 4 (new!)
- Proving Social Media ROI
- Paradise by the Analytics Dashboard Light: How to Create Impactful Dashboards and Reports
- How to Deliver More Value as an Agency
Get Back to Work!
Folks who post jobs in the free Analytics for Marketers Slack community may have those jobs shared here, too. If you’re looking for work, check out these five most recent open positions, and check out the Slack group for the comprehensive list.
- Marketing Assistant at Hart and Highland
- Senior Product Marketing Manager at PTC
- Paid Search Manager at Zoro
- Senior Marketing Analyst at Zoro
- Senior Account Executive at PipeCandy
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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
- Is the TikTok Creator Fund Worth It? Everything You Need to Know
- How the Pandemic Changed Social Media: 6 Quarantine Trends Here to Stay [Data Expert Insights]
- Learn How TikTok Advertising Works With This Free Guide
Media and Content
- 7 Content Marketing Metrics to Consider for Continued Success
- How Dynamic Content Can Boost Your Email Marketing via MarketingProfs
- To Outsource Content or Not? How to Create Content in 2022?
SEO, Google, and Paid Media
- 9 SEO Best Practices to Improve Your Rankings
- 7 SEO Insights Search Analysts Need To Succeed & How To Find Them
- How AI can automate SEO tasks at scale
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.
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Tools, Machine Learning, and AI
- The Role of Artificial Intelligence (AI) in Transforming Video Industry via ReadWrite
- Feedforward Neural Network: Its Layers, Functions, and Importance via Analytics Vidhya
- Artificial Intelligence Is Influencing Everyday Lives for the Better
Analytics, Stats, and Data Science
- ‘Not Provided’ in Google Analytics: How to Reclaim Your Keyword Data
- How to Create a Chatbot in Python? via Analytics Vidhya
- Introduction to Natural Language Processing and Tokenization via Analytics Vidhya
All Things IBM
- Travis CI enhancements for IBM Power IBM Developer
- IBM impresses with strong sales and earnings growth via SiliconANGLE
- IBM reports strong cloud-driven earnings after Kyndryl spin-off
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.
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