Summary In today's episode, I explain how to identify meaningful KPIs within a non-linear customer journey. Here's what this means for you. You can replace stakeholder guesswork with statistical evidence to pinpoint the drivers of your business growth. You'll also learn these concepts: why revenue-based metrics serve as your primary KPIs, how to use tools…
One of the more interesting methods for checking out competitors in digital marketing is to look at who you have the most keyword and topic overlap with in SEO. Why? From a search perspective, overlap tells you who you’re competing with in terms of audience – which other sites you’re directly clashing with for eyeballs…
Erika asks, “What are your tips and best practices for topic and keyword research in content marketing?” It depends on the size of the content and how much domain expertise you have. Scale your research efforts to the level of risk the content poses and how important it is that you get it right. Can’t…
Sandie asks, “How do I speak to my buyer at the right stage in the journey?” This is a terrific question that has three parts. First, we must categorize all our customer communication in each stage of our buyer’s journey and run text mining analytics on it to understand what they say at each stage.…
In this series, we’ve explored what a topic model is, why topic models are important, how to build one, and how to choose when topic modeling is the appropriate methodology. As with all forms of machine learning and software, topic modeling software continues to evolve and improve. What was possible a few months ago is…
Topic modeling is one antidote to the overwhelming volume of content created every day that marketers must understand. In this series, we’ll explore what topic modeling is, why it’s important, how it works, and some practical applications for marketing. Part 4: When To Choose Topic Modeling Now that we’ve built a topic model and learned…
Topic modeling is one antidote to the overwhelming volume of content created every day that marketers must understand. In this series, we’ll explore what topic modeling is, why it’s important, how it works, and some practical applications for marketing. Part 3: How to Interpret Topic Models One of the key flaws of topic models and…
Topic modeling is one antidote to the overwhelming volume of content created every day that marketers must understand. In this series, we’ll explore what topic modeling is, why it’s important, how it works, and some practical applications for marketing. Part 3: The Topic Modeling Process Now that we have a base understanding of what a…
Topic modeling is one antidote to the overwhelming volume of content created every day that marketers must understand. In this series, we’ll explore what topic modeling is, why it’s important, how it works, and some practical applications for marketing. Part 2: What Is Topic Modeling Let’s begin by answering the question: what is topic modeling?…
Human marketers fall farther behind every day. In 2017, marketing analytics firm Domo released its fifth edition of Data Never Sleeps: The Internet Minute. In Data Never Sleeps 5.0, they revealed the following statistics which occur every 60 seconds on the Internet: Twitter users send 456,000 tweets Instagram users post 46,740 photos Google users conduct…
