Category: Data
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You Ask, I Answer: How Analytics Indicates When To Change Tactics?
Jennifer asks, “How do I know, based on my analytics, when it’s time to change tactics?” For questions like this, we look outside of marketing to a discipline that is supremely well-practiced in changing tactics as soon as indicators go sour: financial trading. There are hundreds, if not thousands, of techniques for quickly spotting trends…
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I Ask, You Answer: Buy AI For Marketers, Second Edition
Reversing the script today. I’m asking, and you’ll answer: please buy a copy of AI For Marketers, Second Edition. Why? What’s in it for you? This is a book to help marketers understand machine learning and how it applies to your work. You’ll learn what AI is and isn’t, the kinds of marketing problems it…
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You Ask, I Answer: Insider Secrets for Marketing?
Vincent asks, “What’s the one insider secret for marketing you’d never put in a tweet or a YouTube video, the kind of secret sauce that you withhold for everyone but your best clients?” If the work I do with Trust Insights were cooking, I give away the utensils and the ingredients. Customers pay for the…
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You Ask, I Answer: Affordable Marketing Analytics Tools for Small Businesses?
Julie asks, “What are the best affordable analytics tools for small businesses and solopreneurs?” In this video, we’ll walk through the Google Marketing Platform as the platform of choice, plus give you a decision to make: time or money. Also mentioned besides Google Analytics: Hubspot CRM Agorapulse Talkwalker R Studio Tableau Public FTC Disclosure: links…
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You Ask, I Answer: Creativity and Solving Data Problems?
Stephan asks, “Do you create space for creativity and intuition to help uncover new ways to use data?” This is a fantastic question; in many cases, the creativity doesn’t come from the data, but from knowledge of our tools. There’s a martial arts exercise I was taught years ago that applies well here for solving…
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The Impact of Government Shutdown on Marketing Data
It’s difficult to understate how disruptive the shutdown is to everyone, not just the people who directly work for Uncle Sam, or just how long the aftereffects will last. Before I say anything else, I want to make clear that the people who have been forced against their will to work for free for nearly…
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You Ask, I Answer: Analytics Reports Tools?
Julie asks, “How do you put your analytics reports together? Excel, powerpoint, or something else?” As with any questions about tools, the answer is contingent on many factors. – What does the person have? Excel and Powerpoint are nearly ubiquitous, as is a web browser – What has the customer asked for? – What are…
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You Ask, I Answer: Email Marketing Tools in 2019
Roger asks, “If you could only use 3 marketing tools for your email list in marketing campaigns which 3 would you choose?” There’s an easy answer and an answer which will give you a competitive advantage. The easy answer is a solid martech stack – comprehensive web analytics, great marketing automation (which includes email), and…