Summary In today's episode, I tackle the common claim that content marketing ROI is impossible to measure and show you exactly how to do it. Here's what this means for you. You can know the dollar value of any piece of content well enough to make smarter marketing decisions, even if you can't get a…
Summary In today's episode, I walk through a data-driven method for deciding when to refresh or retire your ads instead of relying on your feelings. Here's what this means for you. You gain a clear, repeatable technique that detects diminishing returns in your ad performance so you can protect your budget and boost ROI. You'll…
Summary In today's episode, I explore why organizations treat data quality as overhead instead of an investment and what that mindset costs them. Here's what this means for you. You discover how investing in clean data dramatically improves your analysis results and your decision-making accuracy. You'll also learn these concepts: why naively trusting machine-generated data…
Summary In today's episode, I explain why marketers should commit to sharing only tracked links so they can finally see what's happening in dark social spaces. Here's what this means for you. You gain the ability to attribute conversations on Slack, WhatsApp, text messages, and private DMs to real channels by embedding UTM codes in…
Summary In today's episode, I tackle Maria's question about whether direct mail marketing is dead in today's digital world. Here's what this means for you. You learn that direct mail's effectiveness hinges entirely on whether the recipient actually wants to receive it. You'll also learn these concepts: why unsolicited bulk mail wastes money and creates…
Summary In today's episode, I walk through why cleaning up your email marketing lists at the start of a new year is critical to protecting your sender reputation. Here's what this means for you. You stop wasting budget and effort on dead addresses while improving deliverability and beating spam filters. You'll also learn these concepts:…
Gautam asks, “What is your recommendation for proving the ROI of analytics and marketing data science?” Proving ROI of analytics is one of the thorniest problems you’ll run into in marketing data science. The reason for the difficulty is that analytics is one degree removed from everything; analytics itself never makes a company any money…
Summary In today's episode, I walk through how to prove the ROI of analytics and marketing data science, breaking down three methodologies for measuring the earned side of the equation. Here's what this means for you. You'll gain a practical framework for quantifying analytics value even when those tools sit one step removed from direct…
Summary In today's episode, I answer a listener's question about why Facebook Ads and Google Analytics report wildly different click numbers for the same campaign. Here's what this means for you. You'll learn how to diagnose the root causes of the gap and pick the measurement system closest to real business outcomes. You'll also learn…
Summary In today's episode, I walk through the prerequisites for using AI in marketing in a way that maximizes return on investment. Here's what this means for you. You learn why ROI is a financial equation rather than just results, and how framing every AI project around business requirements before touching data protects you from…
