Pradeep asks, “What are the most important factors to consider in a digital marketing audit of performance?” Pradeep’s question requires a deep dive into statistics and analytics to provide an answer. The reality is we have a massive buffet of questions we could ask of our data. We have more variables to consider than ever…
Genevieve asks, “What are your favorite content optimization tools?” What is content optimization? Creating content that performs better. 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 more useful…
Sandie asks, “How do I speak to my buyer at the right stage in the journey?” This is a terrific question that has three parts. First, we must categorize all our customer communication in each stage of our buyer’s journey and run text mining analytics on it to understand what they say at each stage.…
In today’s show, Sandie asks, “How can marketing and marketers help salespeople be more effective? What can marketing do to help sales (the department)?” Marketers and sales professionals should be – need to be – aligned in common objectives. To do this, marketers provide help in three ways: Analytics: visibility into what’s working Data Integration:…
Al asked, “I’ve got the Jay-Z problem – I’ve got 99 marketing problems. Where do I start?” Great question – this is a four-part answer: Categorization: put all the problems into one of four buckets People Process Platform Participation Prioritization: Use the enhanced Eisenhower Matrix to assign priorities Urgent Important Easy Analysis: Assign metrics and…
Sandie asks, “In a performance-driven marketing organization, how do I set a marketing budget?” Great question with a lot of nuance, but some very straightforward answers. As we did in a previous episode on understanding how to prove marketing’s bottom-line impact, we re-use the same methodology with customer acquisition cost to understand marketing’s bottom-line costs,…
Sandie asks, “How can I prove that marketing is impacting our bottom line?” This is probably the most important question for the average marketer to answer. It’s literally the difference between keeping our jobs and being asked to either improve or leave. Today, we’ll review the process of valuing our business goals, then spreading that…
