Summary In today's episode, I break down why forecasts don't need to be perfectly accurate to serve their real purpose and what that reveals about data-driven marketing. Here's what this means for you. You'll see that the true value of any forecast is the decision it triggers, not the precision of the prediction itself. You'll…
Summary In today's episode, I explain why incurious research — research that only aims to prove a predetermined point — is the worst kind of research you can do. Here's what this means for you. You'll gain the ability to spot biased research requests and redirect them into genuine inquiry that uncovers real truths and…
Summary In today's episode, I walk through the new edition of the Data Driven Marketers Essential Planning Guide for 2023 and show you how to use it for your marketing calendar. Here's what this means for you. You gain a week-by-week roadmap built on machine learning forecasts of office attendance so you can time campaigns…
Summary In today's episode, I walk through how to audit and update your marketing reports so they actually answer the questions your stakeholders are asking. Here's what this means for you. You'll learn how to turn confusing dashboards into decision-ready tools that drive clear action instead of confusion. You'll also learn these concepts: how to…
Erin asks, “What kinds of conversions are best practices for tools like GA 4?” It depends on what kind of website you have, and what the things are that you want people to be doing. The general rule of thumb I use, I use a rule of thumb called the Five E’s, entrance, conversions, engagement…
Summary In today's episode, I walk through the five types of conversions you should set up in Google Analytics 4 and other web analytics tools to track behavior across the full customer journey. Here's what this means for you. You gain a practical framework for measuring what audiences actually do at every stage, so you…
Summary In today's episode, I share how Trust Insights helps mid-market companies unlock more value from their data by combining people, processes, and platforms with machine learning and AI. Here's what this means for you. You gain a clear framework for evaluating whether your company fits an analytics consultancy's ideal client profile and which partnership…
Vijay asks, “For a SaaS Product I have experienced lead flow is high on facebook but the conversion is very low as compare to Google Ads. What you say about Inbound/Outbound Ads – what would be the metrics that matter for results?” The key metrics to look at when determining whether Facebook or Google ads…
Summary In today's episode, I make the case for attending conferences like the MarketingProfs B2B Forum by exploring what truly sets a great event apart from the rest. Here's what this means for you. You discover that the real value of live events lives in hallway conversations and professional friendships, not the polished stage sessions…
