Category: Video
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You Ask, I Answer: How to Speak to Buyers In the Customer Journey
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.…
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You Ask, I Answer: How I Make Daily Video Content
Kathy asked, “How do you make daily video content? What’s the process?” This process has been iterative – it’s not something I came up with all at once. Below is the outline; if you’d like a printable PDF version, just click here. Can’t see anything? Watch it on YouTube here. Listen to the audio here:…
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You Ask, I Answer: Diagnosing a Failed Marketing Strategy
Pradeep asks, “Even after making the most calculated decisions, we have seen that Digital Marketing Strategies may fail due to improper implementation or a possible disruption in the Market. What is the best way to redesign the strategy when your previous strategy has failed?” We use the hierarchy of analytics to determine the cause of…
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You Ask, I Answer: When To Pivot Marketing Campaigns
Sandie asks, “How often should I report and adjust my marketing campaigns?” We marketers should report on our campaigns whenever we’re asked to by our stakeholders. We should have internal reporting that’s near real-time so we can spot anomalies. In terms of pivoting, we should pivot once an action cycle has passed. Action cycles are…
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You Ask, I Answer: Learning Marketing Analytics Resources
One of the most common questions I receive is, “where do I get started learning marketing analytics?” Can’t see anything? Click here to watch on YouTube. Transcript and Video Notes Here’s the logical progression of training for burgeoning measurement folks in digital marketing today. Do these in the following order – courses, to build a…
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IBM THINK 2018 Wrapup Video
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Let’s look back at IBM THINK 2018. What were the big things, the eye-catchers, the thought-starters? Amazing New Technologies Quantum Easier to Use Technologies Watson Studio Watson Discovery The New ABCs AI Blockchain Cloud Data Encryption Watch the 9-minute video for the full review: Can’t see anything? Click here to watch it on YouTube.
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THINKing Out Loud: The Importance of Practical AI
My summary of Day 3 at #THINK2018: Sales lessons learned from an IBM sales exec Facebook Live sessions coming up Inevitable Disruption talk Practical applications of AI The last is the most important. AI will never reach its fullest potential if people don’t understand the value it delivers. Let’s commit to simplifying AI and focusing…
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Why I’m Leaving SHIFT Communications and What’s Next
I’m leaving SHIFT Communications. Background: Figuring out Public Relations In late 2012, I joined SHIFT Communications with a burning question. I had mastered the basics of digital marketing, of the middle of the funnel. I was a proficient email marketer, web marketer, and social media marketer. But I had a challenge. I didn’t understand the…
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Measuring YouTube and Video at Social Media Marketing World 2018
At Social Media Marketing World 2018, I sat down with live stage host Sunny Lenarduzzi to talk about measuring the impact of video marketing, especially on YouTube. We have so many great ways to measure video today, but I strongly encouraged her and the audience to use the tools already at hand, such as: Google…