Summary In today's episode, I break down RFM analysis and explain why it is the single most valuable data analysis a small business can perform. Here's what this means for you. You gain a simple, repeatable method for identifying your most valuable customers and the ones with hidden revenue potential, even with nothing more than…
Dee asks, “With regard to your attribution models in your AI talks, do you need to create custom reports to get this data into your google analytics? If so, how do you go about doing this and/or anything you could provide to help?” The short answer is that the Trust Insights attribution models exist outside…
Summary In today's episode, I break down why Google Analytics' built-in attribution models fall short for serious marketers and what you should do about it. Here's what this means for you. You'll know exactly when your marketing sophistication has outgrown pre-packaged tools and which advanced methodologies can unlock the answers you actually need. You'll also…
Fiona asks, “Any tips for a light content web audit? Ever magic’d up something quick based on little information or objectives?” If we consider the purpose of a content audit, it’s to understand the value of a content marketing opportunity. That means a few things: – How large is the conversation space? That we determine…
Summary In today's episode, I walk through how to use the CMO Survey results to calculate your marketing budget based on industry-specific benchmarks and apply those numbers in a simple spreadsheet. Here's what this means for you. You gain a practical framework for figuring out what your company should be spending on marketing overall and…
Robbie asks, “I’m wondering if you have a solution to go one step further and track hyperlink clicks within the PDF itself? What I’m trying to do is find out which links my email subscribers are clicking on within a PDF, after I email them a link to a hosted version of the PDF.” There…
Summary In today's episode, I walk through three practical ways to track hyperlink clicks inside PDFs that you email to subscribers, ranging from quick UTM-tagged short links to a fully self-hosted custom URL shortener. Here's what this means for you. You finally see exactly which links your audience engages with, so you can measure content…
Maggie asks, “Would you use CHAID analysis to discover relationships between multiple categorical predictor variables? For example, using GA dimensions (traffic channel, device type, country, landing page, etc.) and group them according to their likelihood to convert. What else can be used for a similar analysis?” Maggie knows her stuff when it comes to statistics.…
