As marketers in the always-on, all-data-all-the-time mindset, we often forget to look backwards. In fact, looking back more than a month or a quarter is generally frowned upon, with snarky comments such as “having both feet firmly planted in the past”. That said, there can be tremendous value in a much bigger picture perspective. Try…
Quick, take a look at this performance chart of percent change in your analytics: Now tell me, is the person responsible for this getting fired? Obviously, based on the title of this post, you might be a little more cautious about how you answer that question – but the average manager, director, VP, or C-suite…
Have you ever had your CMO/CEO/Head Cheese ask you, “So how does our marketing program compare to the industry average?” Despite the fact that industry averages are notoriously questionable and generally a waste of time, when the boss asks, we typically need to answer with something more than a “stop wasting my time”. To provide…
