How to Find Your Marketing KPIs
One of the most frequent questions I receive on a regular basis is, "How do we determine what our marketing KPIs are?" Marketing KPIs, or key performance indicators, are those numbers, those metrics that will make or break your marketing. Here's an easy way...Understanding How Google Works for SEO
Mark writes in, "I am really struggling with the efficacy of search for most businesses. More than ever, the odds are stacked against us. 1) Some search is leaking out through Siri + Alexa 2) Most Google search (51%) is now "kept" by Google 3) You're...How to Make a SWOT Analysis Useful
I recently watched a livestream with some strategy consultants who trotted out a SWOT analysis that was fairly close to useless. If you're unfamiliar, a SWOT analysis is a 2x2 grid of strengths, weaknesses, opportunities, and threats. It's a strategic analysis tool...When Tools Are The Limitation
I got a new bread machine over the holidays to replace our older, cheaper machine. The old machine was good - very inexpensive, and it made reasonably decent bread. It was our first bread machine, one of those inexpensive $50 models. We didn't invest heavily because...How to Calculate Diminishing Returns
I had a fun debate with my kids recently about the Mega Millions lottery and at what point you hit diminishing returns on purchasing lottery tickets. Lottery tickets are inherently a bad mathematical bet; the ROI of many games is somewhere around -90%. For every $1...AI for Marketers Book
In this all-new, completely-rewritten 2nd Edition of AI for Marketers, learn:
- What AI is and isn't
- 5 practical applications of AI in marketing
- Key questions to ask of any vendor claims about AI
- How to prepare your company and your career for AI
