Category: Data

Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part II: Positioning & Segmentation

Rand FishkinBy Rand Fishkin
Welcome to part two (of five) in our ongoing analysis of marketing takeaways from 2020’s record-shattering US elections. Yesterday, I wrote about how cultural identity drives behavior, and the power of common enemies. Today, we’ll pick up the series by diving into the opportunities and limitations of both positioning and segmentation. In case you skipped yesterday’s post, a few caveat…
Data Events Marketing Psychology

Marketing Lessons from the 2020 Election | Part I: Identity & Common Enemies

Rand FishkinBy Rand Fishkin
I don’t believe there is any greater, more public example of capitalist-driven marketing on display than the American presidential elections. It is, unquestionably: A globally-followed eventA marketing-driven (rather than product-driven) outcome10X+ larger in spend than any other marketing campaign on Earth Ad spend figures from Quartz, Nielsen, & OpenSecrets This pinnacle of influence-driven action is much more than that, obviously.…
Data Marketing Product SparkToro

How to Apply SparkToro’s Data and Get Better Marketing Results

Rand FishkinBy Rand Fishkin
Updated April 3, 2024: We relaunched SparkToro! This blog post has been updated to reflect our product’s current functionalities. In 2018, my cofounder, Casey, and I had a crazy idea: what if you could aggregate the behavior of tens of millions of public social profiles and get insights into how groups of people behave online? What if you could build…
Data Product SparkToro

Election Polls vs. Results Can Help Explain How SparkToro’s Data Works

Rand FishkinBy Rand Fishkin
If you’re anything like me, you’ve spent the last 48 hours frantically refreshing the NYTimes, Politico, the Washington Post, Five Thirty Eight, & Memeorandum far more times than is healthy. This American election, more than any news event in my lifetime, has induced massive anxiety, fear, hope, and emotional turmoil (at least in those who understand how systems influence behavior…
Data Product Psychology SparkToro

Analyze Your Audience’s Political & Media Behavior in SparkToro

Rand FishkinBy Rand Fishkin
In our ongoing quest to provide unique, valuable audience intelligence, we’re launching a brand new feature in SparkToro today: Media and Political Insights. You’ll find this data available in the Audience Insights section of any SparkToro search. Any timing of this release with major, upcoming political events is purely coincidental… 😉 ABOVE: Media and Politics Insights for users of the…
Data Marketing Psychology

Too Much Creative Marketing is Stifled by Attribution

Rand FishkinBy Rand Fishkin
You’re listening to a podcast. The guest describes a product that sounds compelling, alluring, something you’ve been looking for… What happens next? Yup. You search Google. And then what? Google shows you the website for that alluring product, and you click. Maybe you explore the site a bit, perhaps give them your email address or even buy the product. Next…
Data Hiring Marketing

Survey: 734 Marketing Professionals Share How They’re Hiring in the 2020 Recession

Rand FishkinBy Rand Fishkin
If you’re a marketing student about to graduate, a job-seeker considering the field of marketing, or someone who’s looking to advance in their marketing career, this report is for you. Marketing is an immense, growing, and well-paid field, and is one of the few where credentials and alma mater mean far less than quality of work and level of knowledge.…
Data Marketing

The Dirty Secret to Ranking #1 in Google (Part 3 of 3)

Rand FishkinBy Rand Fishkin
Years ago, one might reasonably separate the elements of Google’s results into distinct entities: Google News, Books, Videos, Images, Local… But today it’s near-impossible. The list of elements Google might show for a given query are so vast and varied that at the macro-level there’s really only three kinds of search results that matter: 1) Google-owned properties and answers (where…

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