One of my least liked measures and metrics in marketing, and especially in marketing communications, is share of voice. Share of voice is theoretically what part of the conversation your brand owned during the reporting period. However, share of voice is incredibly easy to fake. Want to own share of voice? Print a press release…
In this short 12 minute video tutorial, you’ll learn why regression analysis is important, what tools to use for getting started, and how to do a regression analysis on some marketing data. You’ll also learn what a hypothesis is and how to prove or disprove one. This tutorial is taken from my new book, Leading…
Shawn asked recently, “How do you see the field of analytics changing in the next 5 years?” This is a terrific question with a nuanced answer. If, by analytics, we mean the specific process of taking data and explaining what happened in it – harkening back to the original Greek analein, to loosen up, then…
When it comes to understanding your audience, few things provide as much insight as how your audience describe themselves. What are the words and phrases that they use to talk about themselves? Social media provides this answer to us in the form of profile biographies. Whether LinkedIn profile, Twitter bios, etc., we can learn quite…
Are you marketing to the same audience? If you aren’t, you’re missing both an opportunity and a problem. As marketers, our audience is our raw material. From audience, we grow evangelists, prospects, leads, revenue, and reputation. We need our audience to do even the most basic marketing work. If we were chefs in the kitchen,…
“It’s not just who you know, but who knows you.” – Mitch Joel Social media influencer identification software has one glaring flaw across many different analytics tools. Today’s tools focus too much on the what and not enough on the who. I was doing some client work the other night and found I needed to…
