Summary In today's episode, I break down what bounce rate actually means for blog content and why a single number can mislead you. Here's what this means for you. You'll stop treating bounce rate as one universal metric and start reading it in context so you focus your energy on pages that truly need fixing.…
Summary In today's episode, I sit down with Chris and John for an ask-me-anything session on marketing analytics, answering live community questions about KPIs, attribution, content measurement, and which analytics features actually move the needle. Here's what this means for you. You get practical, vendor-neutral guidance on choosing metrics that tie to business outcomes rather…
In the world of data and analytics, anecdotal evidence is often (and correctly) demonized. Why? People in general and marketers in specific mistake anecdotal evidence for quantitative proof, for statistically representative, reliable, and repeatable evidence. Anecdotal evidence is none of those things. It’s one person’s experience, so it’s not representative. Depending on that individual’s perspective…
Summary In today's episode, I walk through how to analyze your email marketing performance and identify which KPIs actually drive business results. Here's what this means for you. You'll shift focus from vanity metrics to numbers that tie directly to revenue and pipeline growth. You'll also learn these concepts: how to apply the list-offer-creative diagnostic…
Summary In today's episode, I walk through how to measure your content marketing so you actually know whether it is working. Here's what this means for you. You'll learn how to pick the right metrics that match your real goals instead of guessing with vanity numbers. You'll also learn these concepts: why metric scope (event,…
Summary In today's episode, I explain how to identify the right KPIs for measuring content engagement and walk through the process of sourcing data to track them. Here's what this means for you. You learn to run a regression analysis that reveals which engagement metrics actually predict your conversions rather than wasting effort on vanity…
Allie asks, “Do you have any tips for sharing marketing results like social media and email marketing analytics to a non-tech-savvy staff?” Most staff in an organization aren’t going to be interested in marketing results unless they work in marketing. Instead, they’re going to want organizational results, so connecting the dots between marketing’s outcomes and…
Summary In today's episode, I break down how to build marketing reports that anyone in your company can understand without needing a glossary. Here's what this means for you. You gain a way to anchor every report around the exact metrics your stakeholders track to earn their bonuses, so your reports drive clear decisions instead…
Summary In today's episode, I walk through a year-over-year analysis of FBI hate crime data comparing 2017 to 2018 and reveal what the numbers actually say versus what they appear to say. Here's what this means for you. You'll see how a metric can look great on paper while the underlying data quality quietly collapses…
