24 09, 2013

False Correlations: When actions don’t follow goals

2017-08-25T14:35:53+00:00

It's a disease. One that proliferates the minds of even the most practiced and experienced marketers. Equivocating actions to results, even though upon reflection or examination, it is clear that the action does not match the outcome; a non-sequitor. A false correlation is the assumption that one set of actions will result in a desired change, even though it is directly related. cor·re·la·tion [kawr-uh-ley-shuhn, kor-] noun 1. mutual relation of two or more things 2. Statistics. the degree to which two or more attributes or measurements on the same group of elements show a tendency to vary together. Or, to put it another [...]

False Correlations: When actions don’t follow goals2017-08-25T14:35:53+00:00
12 09, 2013

Save Time & Resources: Stop Reporting Irrelevant Information

2017-08-25T14:35:56+00:00

Reports Show Your Company Culture When working with companies, one of the main things I look for is the reporting system and what information is being delivered every month. The reports are always interesting, as they show me what kind of company this is, even without experiencing the culture. Marketers feel helpless when all that seems to be requested or generated are the basics: unique visitors, time on site, rankings, etc. As a rule, there is a difference between Reporting and Analysis. Reporting v. Analysis Reporting is a simple assessment of the question: "what happened?"  It shows the difference (usually one [...]

Save Time & Resources: Stop Reporting Irrelevant Information2017-08-25T14:35:56+00:00
27 08, 2013

On Building Loyal Customer Relationships

2017-08-25T14:35:57+00:00

Loyalty and Data Privacy - What? Me Worry? As an online marketer, I am very intrigued by the technological ability to gather so much information about buyer segments, loyalty marketing and customer relationship management. While I am concerned about privacy and the overwhelming nature of the NSA data-collection happening among our own citizens, I am simply amazed by the notion of knowing so much about a customer’s behavior and how to best cater to them. I tend to get so intrigued that I forget how much technology has changed us in just a few years. That’s where my friend Butch comes [...]

On Building Loyal Customer Relationships2017-08-25T14:35:57+00:00
17 07, 2013

Interpreting Analytics – Things to Remember & Consider in Your Reports

2017-08-25T14:35:57+00:00

Finding the most valuable data for your business within Analytics can be tedious work. You may also find yourself navigating in discouraging circles, enduring distractions that cause you to forget what you were analyzing, or completing the same tedious steps to generate the same report every month. Google Analytics has provided several basic tools to help eliminate these scenarios. I will outline these tools using the data for my own Leopard Nation website. 1. Visits Are Not the End All Be All The first metric everyone wants to see when they open up Google Analytics is Visits. They want to see how [...]

Interpreting Analytics – Things to Remember & Consider in Your Reports2017-08-25T14:35:57+00:00
12 03, 2013

Planning for Success with your Content Marketing

2017-08-25T14:35:58+00:00

How Effective is your Marketing Plan? How much of your day is spent Reacting? It's a curious question, and one that I would love to see a poll taken among marketers.  How much time is actually spent executing a clearly developed plan, as opposed to reacting to whims, fires and shiny objects.  What is the result of your typical work day- was it spent reacting to situations as opposed to following a schedule?  80-20 to reacting?  50-50?  Perhaps you are one of the lucky ones who spends 90% of their day executing strategies instead of reacting to random events throughout your [...]

Planning for Success with your Content Marketing2017-08-25T14:35:58+00:00
27 02, 2013

Improve Your Marketing Today

2017-08-25T14:35:58+00:00

What can you do to improve your online marketing today? The problem with this question is that it implies that there is a list already in existence that you can pull from and apply.  Without specific plans, you could always find an idea from reading 'advice columns' and simply apply it and see if it works.  But let's go back to the first problem - what do you know to do? What is preventing you from making the change? Many times, we already know the opportunities available to us, we know actions that we can take to improve, we just lack [...]

Improve Your Marketing Today2017-08-25T14:35:58+00:00
27 02, 2013

Four Features to Save You Time in Analytics

2017-08-25T14:35:58+00:00

Finding the most valuable data for your business within Analytics can be tedious work.  You may also find yourself navigating in discouraging circles, enduring distractions that cause you to forget what you were analyzing, or completing the same tedious steps to generate the same report every month. Google Analytics has provided several basic tools to help eliminate these scenarios.  I will outline these tools using the data for my own Leopard Nation website. 1. Segments It can be very easy to get caught up in the overall data provided on the dashboard or in any standard report. However, the key to fully [...]

Four Features to Save You Time in Analytics2017-08-25T14:35:58+00:00
12 02, 2013

Big Numbers Lie – Ego Edition

2017-08-25T14:35:58+00:00

Big Numbers Lie - Always Lessons Learned about Big Numbers In a phenomenon that is not just peculiar to the digital marketing industry, people love big numbers. Big numbers communicate a sense of accomplishment, movement in the right direction, and that things are "good." Context sheds light on big numbers However, I have learned one important principle during my years in online marketing, and that is that big numbers always lie. They lie because they lack context. The more context added, the more numbers become smaller, more understandable, and then finally: small numbers that tell the true story, and communicate the [...]

Big Numbers Lie – Ego Edition2017-08-25T14:35:58+00:00
4 01, 2013

Interview with BOA Small Business Community

2017-08-25T14:35:59+00:00

How can Small Business Owners Keep up with Online Marketing? I was fortunate to be interviewed by the Small Business Online Community of Bank of America, and some great questions were posed. Small business owners have a lot on their minds these days, from the pressures of running a business to employees, books, legal, etc. Online Marketing is demanding more and more time from the business owner, and is unforgiving in its demands. New social channels pop up every month, an d very few have thee time, inclination or adaptability to integrate new media quickly. The small business owner needs to [...]

Interview with BOA Small Business Community2017-08-25T14:35:59+00:00
12 11, 2012

Clicks, Conversions and Costs

2017-08-25T14:35:59+00:00

What are you measuring? In the sessions I teach around the US and around the world, I find that people have been programmed to think in terms of clicks.  Clicks, Rankings and Conversions are the big three terms I hear when people describe their online strategy. As an industry, the online world is difficult to see in a relate-able and contextual format, as there is so much to consider beyond simply running an online business; There is programming, design, copywriting, hosting, SEO, PPC, Social Media, reputation management, and now the dramatic increase of mobile and local strategies - when does a [...]

Clicks, Conversions and Costs2017-08-25T14:35:59+00:00
Go to Top