Data is neutral. It’s amoral. Data doesn’t speak for itself, despite what many marketers say. Data by itself is just a thing. What you do with the data is what gives it value. How you interpret it gives it value. I wrote about this at length in Marketing Blue Belt, but I thought it worth…
I was asked recently about my books and what order you should read them in. That’s an interesting question. The order they came out in is not necessarily the order you should read them in. What order you should read my books in depends on what problems you’re facing. Are you struggling with creativity? Start…
Stuck. That’s the most common thing I’ve heard from marketers like you when it comes to making use of your data. You get stuck when you try to analyze your data. You get stuck when you look for insights. You get stuck trying to create a coherent strategy from your analysis. The worst stuck is…
This is an excerpt of my upcoming book, Marketing Blue Belt. Pre-order your copy now! Data. It’s the lifeblood of many businesses, the cornerstone of great marketing, and the most confounding problem companies and marketers face today. Today, we’re surrounded by more data than ever before. Think about something as simple as a Tweet on…
The long tail is something of a legend when it comes to content marketing. Lots of people talk about it, but few people ever really go looking for it. How real is the long tail? How relevant is it to your business? Luckily, our stalwart friend Google Analytics can help us to understand that. If…
One of the most important metrics in web analytics is the number of returning visitors to your site. This simple number tells you just how well your site is really doing; after all, it’s easy to get someone to visit your site once. You can run ads, engage on social media, run a great PR…
Google Analytics is one of the most powerful marketing analytics solutions you can obtain for no money. It does for free what other software and services cost thousands of dollars to do, which means it can be a huge playing-field leveler for small businesses and underdogs. However, most people are using it with the good…
When it comes to marketing metrics, one of the questions I’m asked most often is which metrics to pay attention to, which KPIs matter the most. The answer is always the same: first, figure out which ones have a direct impact on revenue, and then figure out which one or two of them is most…
Last week, we looked at 3 markets you need to know, the TAM, SAM, and SOM. Let’s take a closer look at how you might derive those numbers, since pie in the sky guesses don’t help you or your business at all. Let’s start with TAM. Data for the TAM is usually so broad that…
