Anika asks, “Data analytics is such an awkward phrase. What is data analytics, and how is it different than data science?” Data analytics is exactly what it sounds like – analytics you run on your data, any kind of data at all. We run data analytics on customer data, on machine data, on search data,…
I spent the day speaking and attending the Stone Temple Consulting Next10X conference. Three key insights I took away: Social and search dine at separate restaurants, on the analytics side Consider web analytics to measure social Intent matters most across all digital marketing because AI is optimizing for intent Big thanks to Eric Enge, Mark…
Ben asks, “Predictive analytics seems like a big topic – what kinds do you work with most or find work best?” Prediction falls into two general buckets, scoring and forecasting. Scoring builds a model to understand, as best as possible, why something happened The most common model is multiple linear regression, which is literally ancient…
Hamid asks, “Should my business deploy a chatbot for marketing and customer service? What are the reasons or risks?” Chatbots – and any form of automation – promise a programmatic, uniform customer experience. There are two considerations for making this decision: Cost to match the current customer experience Quality of the current customer experience Watch…
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…
Jay Baer posted recently about new marketing technology that does amazing content creation and how AI will drive the cost of marketing, particularly content marketing, to nearly zero. In the process, he asks, what’s left for humans? He ends with an example about Michael, a barista who does amazing coffee art and says a machine…
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.…
Kathy asked, “How do you make daily video content? What’s the process?” This process has been iterative – it’s not something I came up with all at once. Below is the outline; if you’d like a printable PDF version, just click here. Can’t see anything? Watch it on YouTube here. Listen to the audio here:…
