I was watching a session from the R Studio Global Conference recently, on dashboards and dashboard fatigue, and this quote from Sean Lopp really stood out to me and changed my thinking about KPIs (key performance indicators) and how we use them: “KPIs are notification thresholds.” In retrospect, this should have been obvious to me,…
Jim wrote in, "Hi Christopher – our question is about Twitter mainly. Our organization name is related to the name of many local, unaffiliated organizations. We’ve distinguished ourselves by adding "national" in front of our name, but every day, many times a day, people confuse and tag us in tweets about one or more of…
Summary In today's episode, I walk through how often you should be cleaning your email marketing lists and the four critical points where cleaning should happen. Here's what this means for you. Cleaning your list frequently keeps it healthy, cuts down on complaints and invalid sends, and protects you from spam traps during these volatile…
Summary In today's episode, I tackle a listener's question about quantifying online social media interactions at conferences versus offline conversations in hallways and bars. Here's what this means for you. You'll discover why a clean apples-to-apples comparison is nearly impossible and what practical workarounds exist for proving event ROI. You'll also learn these concepts: how…
Chavie asks, “I’m creating a landing page for a client who has a website but a really wonky one, and they don’t want to use the LP long term- is there a platform that would let them pay per month and then stop paying when it’s no longer live? What are the best planding page…
Summary In today's episode, I break down how to choose the right landing page platform for a short-term client campaign and why you may not need a separate tool at all. Here's what this means for you. You'll save money and avoid analytics headaches by leveraging your existing website, CMS, or marketing automation software instead…
Darlene asks, “I’m getting lots of connection request sales pitches on LinkedIn. Does this spray and pray technique actually work?” Yes and no. It works in the short term, but is deleterious in the long term. It’s a favorite tactic to be automated, which means your account is at high risk of being banned. What…
Wanda asks, “How do I know if my A/B test is statistically significant?” Statistical significance requires understanding two important things: first, is there a difference that’s meaningful (as opposed to random noise) in your results, and second, is your result set large enough? Watch the video for a short walkthrough. Can’t see anything? Watch it…
Ted asks, “How do you prioritize building an organization’s MarTech stack? How do you build a foundation that you can add to over time?” One of the biggest pieces is going to be your database environment, followed by your overall tech platform. Many companies have a major tech provider, and that puts some constraints on…
