SparkToro Blog

Personal SparkToro Startups Team

The Chill Work Manifesto

Shortly after Amanda Natividad joined SparkToro, she coined the term “Chill Work” to describe the unusually patient, mature, laid-back approach we take to building this business. And for the last three years, it’s become a bigger and bigger part of how I think about not only this company, but everything I do professionally. Today, I

How to Future-Proof Your Marketing for an AI-Centric Search World? | 5-Minute Whiteboard

Today, Google’s search results still look (mostly) like lists of snippets and links, e.g. But, plenty of search marketers and industry observers suspect we’re in the closing days of this format, and the future holds something closer to how AI-tools like ChatGPT and Bard answer user-inputted prompts, e.g. If that’s the case, what can/should marketers

Why the Least Measurable Marketing Channels Tend to Perform Best: 5-Minute Whiteboard

Content marketing, social media, events, PR, and marketing through sources-of-influence have consistently produced remarkable results for the companies I’ve run, and yet, most big businesses invest 1/1,000th the effort and dollars in these tactics that they do in digital advertising. Why? Measurability and scalability. Let’s dig into this challenge (and how you can invest better)

The 3 Big Problems with Asking “How Did You Hear About Us?” | 5-Minute Whiteboard

Marketing attribution is dying. Ad blockers. Privacy laws. The death of third-party cookies. Keyword (not provided). Dark social. It’s an attribution-trained marketer’s nightmare. Knowing which channels and tactics truly had an influence on every sale is next to impossible. Unfortunately, many folks think the remedy lies in a simple survey question at the end of

If Your Marketing Mix Doesn’t Match Your Customer’s Journey… You’re Gonna Have a Bad Time | 5-Minute Whiteboard

Imagine that you have perfect knowledge of how every potential customer starts their journey to learn about the kinds of solutions your business offers. And that in that hypothetical, 25% of those potential customers learn about solutions in your space by typing keywords into Google. That’s a pretty reasonable average across most industries, but… guess

Analytics Data Industry

We Analyzed Millions of ChatGPT User Sessions: Visits are Down 29% since May, Programming Assistance is 30% of Use

Generative AI, and ChatGPT in particular have been catnip to the tech press, the mainstream media, and the conversations of professionals in nearly every field. How is it going to disrupt your work?! Will AI replace you? Are Hollywood writers, real estate agents, dog walkers, and anesthesiologists even useful anymore? In concert with the fine