Summary In today's episode, I sit down with Chris and John for an ask-me-anything session on marketing analytics, answering live community questions about KPIs, attribution, content measurement, and which analytics features actually move the needle. Here's what this means for you. You get practical, vendor-neutral guidance on choosing metrics that tie to business outcomes rather…
Summary In today's episode, I walk through a simple Google Data Studio exercise for diagnosing dirty data in your Google Analytics account. Here's what this means for you. You'll gain a fast, no-code method to surface the attribution-breaking problems hiding in your traffic sources. You'll also learn these concepts: why a source/medium table exposes your…
Summary In today's episode, I walk through how to process unstructured survey data about marketing channels using both Excel and R, then compare those self-reported priorities against actual attribution data. Here's what this means for you. You'll uncover a surprising gap between where marketers say they'll spend their effort and what actually drives conversions, giving…
Summary In today's episode, I walk through how Trust Insights uses its own data to build a 2022 marketing plan, covering macro benchmarks, traffic forecasting, channel analysis, keyword strategy, and content framework choices. Here's what this means for you. You can apply the same data-driven planning process to your own business by breaking goals into…
In the world of data and analytics, anecdotal evidence is often (and correctly) demonized. Why? People in general and marketers in specific mistake anecdotal evidence for quantitative proof, for statistically representative, reliable, and repeatable evidence. Anecdotal evidence is none of those things. It’s one person’s experience, so it’s not representative. Depending on that individual’s perspective…
Without fail at nearly every marketing conference, someone rails against vanity metrics. Stop measuring them. They don’t matter. They’re the devil. Variations on those themes. So let’s clear the air a bit, because just as some people put too much importance and faith in vanity metrics, other people discount them too much. What Are Vanity…
Summary In today's episode, I walk through how to turn SEO keyword and competitor research into actionable, predictive insights using time series forecasting. Here's what this means for you. You gain a practical method for timing your content to match when audiences actually care about a topic instead of guessing. You'll also learn these concepts:…
Summary In today's episode, I walk through SEO competitive analysis basics using Trust Insights' own data as a live case study. Here's what this means for you. You learn how to identify your true organic search competitors and uncover content gaps you may have been missing entirely. You'll also learn these concepts: how SEO tools…
Summary In today's episode, I walk through how SEO data can tell you whether buying sponsored content placement on major publications is actually worth the money. Here's what this means for you. You get a clear, data-backed method for deciding if sponsored content delivers real audience reach before you spend thousands of dollars on it.…
