Magdalena asks, “What are your favorite tools to track data and which one are you using on daily basis?” I’m a huge fan of source data, so whenever a practical API is available, I’ll use it. For social media, I use Brand24 and Crowdtangle almost daily. For owned digital, Google Analytics is my one source…
Magdalena asks, “How much should our actions depend on what the numbers and indicators show us? Is there any space for what we feel works well, even if after a month or two, the results don’t prove that?” There’s plenty of room. First, consider the data. Data must meet the 6C Framework for Useful Data:…
Magdalena asks, “What should be marketers’ main focus – numbers or creativity and innovation? Why?” The idea of asking someone to choose being qualitative or quantitative is inadvisable. People have natural aptitudes, and asking them to focus on something that isn’t their strength tends to yield mediocre results. The more important focus choice is whether…
Magdalena asks, “Can you run effective marketing without data?” Yes, you can, under certain conditions: – You lack scale, so you can talk to customers all the time and get an accurate sample of what your customers want and need – Data is not an essential ingredient to your business – You are okay with…
Mohammed asks, “Are we entering a recession? Is a recession looming?” This was also the subject of a trending topic on LinkedIn. To understand the greater economic picture, we need to look at a basket of metrics. Watch the video for my analysis of almost two dozen economic indicators. Disclosure/disclaimer: I am in no way…
Kevin asks, “What’s the difference between unrefined and refined data?” As part of a larger discussion about metrics in marketing, Kevin’s question came up in reference to the importance of data. Unrefined data is as useful to business as crude oil is to a car – which is to say, it isn’t useful at all.…
One of the consequences of machine learning is that our data is part of a mosaic of data used for training. We’ve voluntarily given companies enormous amounts of information and while, historically, they’ve been really bad at using it in any meaningful way, that will change. Companies who want to get ahead of the curve…
