Susan asks, “Some marketers say that clicks are not a great indicator of content performance. They say we need a tool that measures intent, what do you think?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer? Submit…
Summary In today's episode, I tackle a listener's question about whether clicks truly measure content performance and walk through a rigorous approach to evaluating content intent. Here's what this means for you. You'll gain a framework for linking content metrics to real business outcomes so you can stop guessing what works and start measuring what…
Summary In today's episode, I walk through how Google Analytics 4 handles social media advertising and attribution with a live demo of the platform's interface. Here's what this means for you. You'll learn practical techniques for setting up conversions, choosing attribution models, and avoiding common UTM mistakes that distort your data. You'll also learn these…
Christin asks, “What measurement strategy do you suggest for companies that don’t sell anything and are focused on behavior change?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer? Submit it here! Subscribe to my weekly newsletter for…
Summary In today's episode, I explain how to build a measurement strategy for organizations focused on behavior change rather than direct sales. Here's what this means for you. You learn how to correlate your daily activities to the outcomes you care about and then test those correlations to prove true causality. You'll also learn these…
Valda asks, “How do you recommend presenting analytics to marketing managers and creative teams who are mainly focused on their next project and not how the last one performed?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer?…
Summary In today's episode, I break down how to present analytics to marketing managers and creative teams by framing your data around what drives their paychecks and bonuses. Here's what this means for you. You transform analytics presentations from ignored reports into compelling sales pitches by tying every insight directly to someone's personal incentives and…
Shelley asks, “I understand the general idea behind the analytics maturity model, but how do you advance? Where are the instructions on how to move to higher stages?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Got a question for You Ask, I’ll Answer? Submit…
