Summary In today's episode, I walk through a hands-on data analysis session using SEO data to investigate what factors drive article rankings in the marketing technology niche. Here's what this means for you. You gain practical data science techniques for analyzing marketing data that apply far beyond SEO, from lead scoring to marketing automation. You'll…
Summary In today's episode, I walk through text mining with R's Quanteda library to measure lexical diversity and analyze writing patterns. Here's what this means for you. You gain diagnostic techniques to spot repetitive language in your content and benchmark your writing against competitors. You'll also learn these concepts: how lexical diversity scores reveal the…
Summary In today's episode, I walk through analyzing the Johns Hopkins COVID-19 dataset in R to compute velocity and acceleration of case and death counts over time. Here's what this means for you. You gain a reusable derivative-based framework that turns any raw time series into a clear story about whether a trend is speeding…
Jason asks, “Can you describe a marketing initiative that illustrates the intersection of data and content?” Data is an ingredient, and a fairly substantial one, for any form of content marketing. In content marketing, you have an opinion, a point of view, and then you have to support that opinion. That’s where data comes into…
Stephen asks, “What data points speak to the effectiveness of marketing? In a dashboard published to senior management the last pages of the pdf were dedicated to marketing data. It was visitors to the website, impressions from paid media, Facebook Likes, Twitter Followers, and another data point or two that to me put an undue…
Kanako asks, “What are best practices for conducting A/B tests on non-random situations?” The short answer is for randomized controlled trials, there isn’t a best practice for doing things non-randomly. You need randomization to reduce the impact of confounding variables, and this is something marketers do wrong many, many times. Ways A/B tests go wrong:…
Jackie asks, “How does all this fancy data science kung fu hubbub help us, we’re a traditional sales company that only makes phone sales cold calls?” Data science is a methodology that can be applied to any data you happen to have. In the case of cold calling, as long as you have data about…
Shane asks, “What’s the validity of domain authority in the current SEO landscape where Google is telling us to focus on EAT? Should I be concerned about measuring domain authority or is it more of a metric that does more to stroke ego like media impressions?” The answer to this question requires some statistical knowledge.…
Ashwin asks, “I have data around me related to campaigns – emails, phone calls, and survey data – so how should I start analyzing it?” First, let’s recall that marketing data science is about the application of the scientific method to data. Our first priority, then, is to use the data we have, techniques like…
