Summary In today's episode, I break down how to measure marketplace demand and adjust your digital advertising budget during periods of disruption when businesses close and people work from home. Here's what this means for you. You gain a data-driven framework for keeping your ad spend aligned with actual customer demand instead of burning through…
Summary In today's episode, I walk through real-time economic data analysis using marketing technology stocks and Federal Reserve economic indicators to assess the early impact of the 2020 pandemic on the economy. Here's what this means for you. You gain a practical framework for evaluating which sectors will recover quickly and which will lag, so…
Katy asks, “What’s one thing you would do and one you wouldn’t if you could build your marketing from scratch?” I’d avoid rushing in, and I’d start with an overall 6W strategic plan. – Why would anyone buy what we have to sell? – Who do I have available in terms of talent? – What…
Stephen asks, “What data points speak to the effectiveness of marketing? In a dashboard published to senior management the last pages of the pdf were dedicated to marketing data. It was visitors to the website, impressions from paid media, Facebook Likes, Twitter Followers, and another data point or two that to me put an undue…
Talesa asks, “What tips do you have on Google Analytics best practices for consistent reporting? What do you look at monthly, quarterly, yearly, even daily?” Start with this simple question: what do you need to make decisions on at those frequencies? What decisions do you need to make daily, weekly, monthly, quarterly, and yearly? That…
Summary In today's episode, I explain why marketers should commit to sharing only tracked links so they can finally see what's happening in dark social spaces. Here's what this means for you. You gain the ability to attribute conversations on Slack, WhatsApp, text messages, and private DMs to real channels by embedding UTM codes in…
Summary In today's episode, I share what excites me most about AI in marketing and data science, focusing on how machine learning unlocks value sitting inside underused data. Here's what this means for you. You gain a practical way to find patterns hiding in your marketing data and turn dormant analytics into actionable insights. You'll…
Summary In today's episode, I walk through how to analyze returning users in Google Analytics and why they matter for your marketing strategy. Here's what this means for you. You'll discover that your existing audience often delivers more value than chasing new leads, and you can identify gaps in how you serve them. You'll also…
