It may sound counterintuitive at first, but less content can actually improve your website’s content marketing effectiveness. Remember that college hair-do you were so proud of? Or your high school…
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Are There Any Bad Marketing Metrics?
Are there any bad marketing metrics? You already know the answer is yes, absolutely. The real question is how to identify good marketing metrics from bad. First, let’s be clear…
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What are you doing about ad fraud?
According to The Guardian, 60% of online advertising spending is going to fraudsters. Even if you don’t believe that (I do), suppose it was just 20%? Wouldn’t you want to…
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How do you segment your market?
Clients ask us all the time to help them with the right characteristics for personas–which are essentially market segments. We use what we call the A2G framework to help you…
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Attribution: The secret sauce of digital marketing
One thread that binds my career is top-of-funnel content. I’ve co-written two books on the importance of early-stage content and how to identify and capitalize on those opportunities. I’ve also…
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Are you tracking anti-conversions?
Any digital marketer worth their salt is tracking conversions. (I am not sure how much salt is worth, but stick with me here.) And that’s good–we want to count when…
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Everyone says their marketing is “data driven”
I used to like the term “data-driven marketing.” I really did. But I kept running into people telling me that they were doing data-driven marketing when it just didn’t seem…
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How do you measure customer experience?
Customer Experience is perhaps the hottest trend in digital marketing. Many of my clients have titles such as VP of CX or Director of CX–and they take their jobs very…
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How do you know how long to A/B test your website changes?
Everyone wants to be data-driven these days, so A/B testing is all the rage. Too often, however, I run into clients that run dozens of tests a month and come…
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Are you testing the right things on your website?
It doesn’t happen as much anymore, but it wasn’t long ago that every time I showed slides explaining how Amazon tests every change they make to their website, some wisenheimer…
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