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SearchChat Podcast: Making Data-Driven Marketing More Human

It’s time for marketers to put humanity back in their marketing practices. Today for SearchChat, Steve Zakur and I discuss first whether you should be worried about government regulation. It seems some marketers have their head in the sand that it will never be an issue, others have their “paranoid” dial turned up to 13. People who have been giving away their data for free are tired of being abused. There’s an unease and distrust around privacy because that trust has been repeatedly violated. Is it the end of data-driven marketing, or does marketing need to get smarter?

We also talk about how White Hat vs Black hat isn’t just for SEO. Think about data usage. When you use personal data, are you trying to game the system or are you providing a benefit? It comes down to asking what the person would think about it, and if they are benefiting.

Meanwhile, we’re rolling our eyes at Zuckerberg’s latest take on Facebook and data privacy. Maybe Facebook doesn’t need the government to tell them how to better regulate — they need to better self-regulate. Has Facebook even earned a seat at the table?

Lastly, In Marketing Charts, B2B marketing leaders point out faults in the marketing message they get. All this and more, coming to you on SearchChat.

0:00 Intro

1:55 Government regulation — is it a threat to data-driven marketing?

7:10 Humanize data-driven marketing

15:07 The disingenuity of Zuckerberg’s Op-Ed

20:40 What content do B2B leaders find important?

27:25 Outtro

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Originally published on SoloSegment

Tim Peter

Tim Peter built his first website in 1995 and loves that he still gets to do that every day. Tim has spent almost two decades figuring out where customers are, how they interact with brands online, and delivering those customers to his clients’ front door. These efforts have generated billions of dollars in revenue and reduced costs.

Tim works with client organizations to build effective teams focused on converting browsers to buyers and building their brand and business. He helps those companies discover how marketing, technology, and analytics tie together to drive business results. He doesn't get excited because of the toys or tech. He gets excited because of what it all means for the bottom line.

An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. He is a member of the Search Engine Marketers Professional Organization (SEMPO), HSMAI, and the Digital Analytics Association.

Tim currently serves as Senior Advisor at SoloSegment, a marketing technology company that uses machine learning and natural language processing to improve engagement and conversion for large enterprise, B2B companies.

Tim Peter’s recent client work covers a wide range of digital marketing activities including developing digital and mobile marketing strategies, creating digital product roadmaps, assessing organizational capabilities, and conducting vendor evaluations for diverse clients including major hospitality companies, real estate brands, SaaS providers, and marketing agencies.

Prior to launching Tim Peter & Associates, LLC, a full-service e-commerce and internet marketing consulting firm in early 2011, he worked with the world’s largest hotel franchisor, the world’s premier independent luxury hotel representation firm, and a major financial services firm, developing various award-winning products and services for his customers. Tim can be reached at or by phone at 201-305-0055.

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