The Evolution of the Data-Driven Company
What does it mean to be a data-driven company? Companies generally aren’t created as data-driven, data-centric entities from the beginning; for most companies, it’s an evolution in their culture and strategy, a journey that can take years. To become...You Ask, I Answer: How Effective is Share of Voice?
Amanda asks, “How effective is share of voice as a measure? Is there a better way to measure PR?” Share of voice is one of my least favorite measures of media and attention for a few reasons: – It’s often denominator-blind, meaning that it rarely takes into...How to Calculate Marketing ROI
You Ask, I Answer: Tracking Non-Web Content in Google Analytics with Google Tag Manager
You Ask, I Answer: Paid and Organic Traffic Evaluation in Google Analytics
Stephanie asks, “Is your paid traffic outperforming your organic traffic? Or vice versa?” This is a bit of a misleading question, in the sense that it implies you want to focus on one more than the other. The real goal is to evaluate the synergy of paid...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
