When it comes to data, there are three C’s, three key factors that can impact your data. I discussed these at length in Marketing Blue Belt, but I wanted to reiterate one here that I screwed up royally. The 3 C’s of good data are chosen well (selection), compatible (format), and clean. Recently, I was…
As part of a post I did over at the SHIFT blog this morning, I needed to normalize some attributes in my Google Analytics data, a feature that isn’t present in the application itself. So I fired up a spreadsheet to make some attractive charts that told me about the normalized composition of the traffic…
What if you could put together a marketing plan, a strategy, and a budget rooted in reality that gave you the resources you need to succeed? In my Marketing Planning Framework, we do exactly that. Step by step, we’ll look at the data you have, compare it to the model companies in your industry, and…
Once upon a time, when I worked in financial services, I checked charts and quotes daily. I watched the world’s markets like a hawk, because macroeconomic issues that could impact my work often had leading indicators days, weeks, or months in advance. Even today, I still check in, though not nearly as frequently because my…
Want a step by step version of this post? Download the new premium webinar, 2016 Marketing Planning Framework! We’ve established what a customer journey is not (even if we wish it were), how to use data from Google Analytics to understand our customer journey, and how to identify and create a plan for improving our…
Want a step by step version of this post? Download the new premium webinar, 2016 Marketing Planning Framework! We’ve now established what the customer journey is not, and what your customer journey currently looks like. Now what? Let’s begin where we left off in the last post. We’ve established our specific customer journey and noted…
Want a step by step version of this post? Download the new premium webinar, 2016 Marketing Planning Framework! In the previous post, we emphasized what the customer journey was not. It’s not just another name for the funnel. It’s understanding how your customers act, not necessarily in a linear fashion, on their way to becoming…
Want a step by step version of this post? Download the new premium webinar, 2016 Marketing Planning Framework! The concept of the customer journey is simple: our customers may not follow a linear path to conversion, but they do have a logical flow. If we can understand the customer journey, we can improve it and…
“In the future, everyone will be world-famous for 15 minutes.” – Andy Warhol, 1968 These days, your 15 minutes of fame are more likely than ever thanks to social media and the Internet. In just hours, you can go from obscurity to the front page of every news site, from unknown to speaking with national…
