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 research unfamiliar topics efficiently when you need to write about something you don't know much about. Here's what this means for you. You gain a practical framework for evaluating source credibility, filtering out noise, and producing trustworthy content that ranks well. You'll also learn these concepts:…
Summary In today's episode, I walk through how to turn competitive analysis into actionable marketing decisions using a proper SWOT framework and a digital footprint score across channels. Here's what this means for you. You gain a tactical, channel-by-channel method for spotting competitor weaknesses and defending your own strengths instead of collecting data you never…
I saw in my social media monitoring system the other day that someone had written a blog post and linked to one of mine. Ordinarily, that’s a good thing, and not something of concern, but when I saw the anchor text, I had a mild concern. The anchor text read: “A recent study by Christopher…
Summary In today's episode, I break down the two most common statistical biases that quietly wreck marketing research and AI models. Here's what this means for you. You'll gain a practical framework for spotting bias before it corrupts your data and leads your team to bad decisions. You'll also learn these concepts: why confirmation bias…
Summary In today's episode, I break down how to craft bottom-of-the-funnel content that matches the emotional drivers behind purchase decisions and backs them up with rational proof. Here's what this means for you. You'll align your offers with what buyers actually feel at the moment of purchase, lifting conversion rates without changing your product. You'll…
Summary In today's episode, I announce the end of Saturday Night Data Party and explain why marketers must adapt to shrinking data access and increasingly unreliable research. Here's what this means for you. You gain a clear framework for becoming a data custodian and applying rigorous peer-review thinking to everyday marketing analysis. You'll also learn…
Summary In today's episode, I walk through how to approach topic and keyword research for content marketing based on risk level, domain expertise, and content size. Here's what this means for you. You gain a framework for deciding how much research depth your content actually requires before you ever open a keyword tool. You'll also…
Summary In today's episode, I explain two efficient ways to find online groups targeted at a specific audience without relying on basic demographic searches. Here's what this means for you. You'll learn how to use specialized jargon to uncover niche communities and sub-segments that standard keyword searches miss. You'll also learn these concepts: how every…
