Whitney asks, “Does anyone have any recommendations/resources for maintaining a fresh perspective when you’re deep in to the calendar planning process for clients? How do you pull yourself out of repetitive, stale caption writing?” I use predictive calendaring for this. When you know what’s going to be trending well in advance, you can give yourself…
Summary In today's episode, I walk through attribution analysis and preview a hands-on workshop at the Martech Conference in Boston covering why attribution matters and how marketers can build models that actually work. Here's what this means for you. You get a clear path from messy marketing data to confident budget, resourcing, and hiring decisions…
Paroma asks, “How should marketers be implementing personalization at scale without diminishing the human connection?” Personalization is all about adding specific details to our marketing, from the most basic basics like getting someone’s name right to the most advanced techniques in AI, creating unique, individual content for everyone in a 1:1 way. Personalization is thus…
Today, we’re reviewing IBM Watson Studio’s new AutoAI feature. FTC Disclosure: My company, Trust Insights, is an IBM Registered Business Partner. We receive compensation for any purchases you make through us from IBM and thus I receive indirect financial benefit. AutoAI is a type of automated machine learning, which promises to help companies get to…
Denis asks, “Are there new skillsets that marketing leadership should be hiring based on the impact of AI will have?” The answer to this question is contingent on the types of AI solutions your company will be deploying. Broadly speaking, you’ll be needing to identify efficiencies for AI to automate, increasing complex human work like…
Chacha asks, “Is there such a thing as unintentional bias?” This is an interesting question. Bias itself is a neutral concept – it simply means our data leans in one direction or another. Sometimes that’s a positive – there’s a definite bias of people in my Slack group, Analytics for Marketers, towards people who love…
Sheedeh asks, “Will new advances like automated machine learning make data scientists obsolete?” Most definitely not, though I can understand why that’s a concern. AI is currently automating a fair number of tasks that data scientists do, but those tasks are relatively low value. I’ve had a chance to test out a bunch of automated…
Magdalena asks, “If you have a new company or a new startup in marketing, how do you get started with no data?” This is a common question not only for new companies, but also for people new to a role who are coming into an organization where data may not be trustworthy or analytics software…
Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether their ROI is trending in the right direction. Before we…
Magdalena asks, “Which is more important for marketers, qualitative or quantitative data?” This common question is a false choice. Both are equally important and inform each other. Watch the full video for an explanation with details, and ways to gather both. Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download…
