Jason asks, “I’m writing about why brands should definitely start a podcast, and I was curious if you had any thoughts about how podcasts are becoming an effective content marketing strategy. How can podcasts can translate into reaching tangible marketing goals?” The question is predicated on three different questions: first, what are your tangible marketing…
Summary In today's episode, I walk through a detailed thirteen-step exploratory data analysis framework that applies to any kind of business data, from marketing to finance. Here's what this means for you. You'll gain a repeatable process for understanding what's actually in your data before betting decisions on it. You'll also learn these concepts: why…
John asks, “Anybody else have a go to tutorial for marketing analytics that you are a big fan of?” Marketing analytics is a surprisingly underdeveloped field, owing to the fact that a lot of marketers… well, don’t want to do analytics work. There are, according to the Bureau of Labor Statistics, over a million people…
Summary In today's episode, I explore why marketing analytics lacks advanced tutorials and how you can fill that gap yourself. Here's what this means for you. You gain a strategic blueprint for building competitive advantage by importing proven techniques from other industries into your marketing work. You'll also learn these concepts: how transfer learning lets…
Dan asks, “When looking for contract work or even full time jobs in analytics where do you folks recommend starting? I’d like to pass this on to the new students in the UNH MS in Analytics program.” This is a fun question, depending on the skills of the student. If they’re being taught things like…
Beth asks, “I’m looking for a killer marketing report that works for your leadership team. Anything you are willing to share or a direction you suggest I start looking would be super beneficial.” This is a design thinking problem. You want to answer 6 questions to come up with the perfect report – and expect…
Summary In today's episode, I walk through the personal metrics a business professional should track to stay sharp and remain relevant. Here's what this means for you. You get a five-bucket framework covering health, family, business, professional development, and personal growth so you can spot when one area of life quietly cannibalizes another. You'll also…
Kat asks, “How many views do you typically have set up in Google Analytics?” For clarity, a view is the smallest unit of an account in Google Analytics. The answer depends, unsurprisingly, on which view features you use. Unlike a property, which is a distinct web entity (from the customer’s perspective), a view is a…
Summary In today's episode, I walk through how to decide how many Google Analytics views your organization needs and which views you cannot afford to skip. Here's what this means for you. You walk away with a clear blueprint for organizing views around raw data, business goals, and funnel stages so every team measures what…
Summary In today's episode, I walk through how to document your marketing analytics approach using a four-question framework that turns raw data into actionable decisions. Here's what this means for you. You gain a simple, repeatable method to stop drowning in dashboards and start making confident changes to your marketing based on what the numbers…
