Category: Marketing automation
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You Ask, I Answer: AI in Account-Based Marketing?
Audrey asks, “Can you talk about how ABM and AI will interact? Will AI replace ABM?” The premise of ABM is to target your best potential customers. AI will help you tune 3 key questions: – Are they in fact your best customers? – What indicates your best customers? – Who in the organization should…
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You Ask, I Answer: Why Not to Buy Email Lists?
Kim asks, “What advice would you give to persuade my CEO NOT to buy an email list?” Buying a third party list is a bad idea in today’s environment because your deliverability is contingent on how many people report your email as junk. The moment you use a third party list, your reputation gets trashed…
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You Ask, I Answer: Marketing Data Science Hypothesis Formation?
Jessica asks, “I struggle with forming hypotheses. Do I need more data to get better?” Data probably isn’t the problem. A well-defined question you want the answer to is probably the problem. Consider what a valid hypothesis is, within the domain of marketing data science: a testable, verifiably true or false statement about a single…
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You Ask, I Answer: Choosing Marketing Data Science Variables?
Jessica asks, “As a Data Scientist for marketing, how do you decide which variables are important?” Generally speaking, feature selection or variable/predictor importance is the technique you’d use to make that determination – with the understanding that what you’ll likely get is correlative in nature. You then have to use the scientific method to prove…
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You Ask, I Answer: New Insights from Old Data with Marketing Data Science?
Balabhaskar asks, “How can we use marketing data science to get more insights from the same old data or the few data points available because of privacy laws?” Blending of new data with old data, especially credible third party data is one solution. The second solution is feature engineering. Both are vital parts of exploratory…
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You Ask, I Answer: Removing Dead Emails from Email Marketing?
Emily asks, “I have a list of emails that haven’t opened a single email in 2 years. I want to ask said subscribers if they want to stay before deleting them. How do I go about that?” There’s a four step process here to improve your email marketing. First, scrub with software. Second, check your…
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You Ask, I Answer: B2B Marketing Lead Tracking with Google Analytics?
Anonymous asks, “In B2B marketing, how do I track a lead from a paid ad to a conversion?” The process requires great Google Analytics setup and tagging, nothing more, at least to the point of conversion. To the point of sale, that requires a good CRM and potentially a marketing automation system. Can’t see anything?…
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You Ask, I Answer: Email Marketing Unsubscribes?
Anthony asks, “Why do you make it so easy to unsubscribe? Almost blatantly daring the recipient to do so.” We want people to unsubscribe if they don’t want to be on our lists any more. Why? It comes down to deliverability – the algorithms which put our emails in the inbox or in the spam…
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You Ask, I Answer: Google Analytics Best Practices for Consistent Reporting?
Talesa asks, “What tips do you have on Google Analytics best practices for consistent reporting? What do you look at monthly, quarterly, yearly, even daily?” Start with this simple question: what do you need to make decisions on at those frequencies? What decisions do you need to make daily, weekly, monthly, quarterly, and yearly? That…
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You Ask, I Answer: Bots and the Future of Customer Experience?
Bernie asks, “Do you see chatbots being effective in building and growing the relationships between the brand and audience in 2020?” Bots are a tactic, a tool. The question is, how effective are they at enhancing the overall customer experience? Right now, they’re a form of automation and as such are best suited for repetitive,…