How to Evaluate a Big Idea in Marketing and Business
We love Big Ideas. We court them, we share them, we follow them. We pay hundreds or thousands of dollars to conferences so that speakers can share their Big Ideas with us. Yet, at the end of the day – or the end of the quarter, or the end of the year –...How to Calculate Marketing ROI
Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether...6 Principles of Influence in Content Marketing
How do we make our content more valuable? In the most recent CMO Survey, CMOs are demanding greater impact from marketing activities as their top priority by a wide margin. Why would such a demand exist in the first place? The answer: marketing activities aren’t...You Ask, I Answer: Tracking Google Ads Performance to Amazon?
Clarissa asks, “Question: I publish a book and set up a series of ads using Google Ad Words and the link goes to the Amazon Page. How do I set up tight tracking for the success of the ads, where success = book sales?” This is a challenging situation...Thinking Outside the Box: Two Stories
One of management’s longest-standing tropes is the expression, “think outside the box”, a reference to the 9 dots problem. In this problem, a businessperson is given a sheet of paper with nine dots on it, and directed to connect all the dots by...AI for Marketers Book
In this all-new, completely-rewritten 2nd Edition of AI for Marketers, learn:
- What AI is and isn't
- 5 practical applications of AI in marketing
- Key questions to ask of any vendor claims about AI
- How to prepare your company and your career for AI
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