Exactly What to Measure with Lift Based Marketing Investments
How do you earn budget if attribution is dead and traffic is vanity metric? Lift-based experimentation. That’s when, rather than try to assign a…
Marketing
In a Zero-Click World, Traffic is a Terrible Goal
60% of marketers say their top goal for the next 12 months is “increasing traffic.” And 59% say their primary KPI is… also traffic.…
Seriously, please stop with the new acronyms. It’s still SEO: Search Everywhere Optimization.
It’s a day ending in Y, which means my social feeds are filled with people attempting to rebrand the acronym “SEO.” Look, I ain’t…
You’ve Done the Audience Research… Now What?
Our friend Tommy Walker, founder of The Content Studio, contributed the following, superb, much-needed article; thank you sir! Tommy was the Editor-in-Chief at ConversionXL,…
Zero Clicks Does Not Mean Zero Sales
Look, I get it. The new world of a zero-click web, where search engines, AI tools, and social networks hoard traffic and send fewer…
Want better marketing output from your AI Tools? Give it real data about your customers.
An overwhelming number of marketers are using AI tools to bolster their campaigns, their tactical output, and even their strategic ideas. I don’t actually…
The Fastest Way to Understand Your Audience Without Talking to Them
“Talk to your customers” is one of the most common pieces of advice in marketing. And it’s not wrong. But it’s also not always…
No, I Will Not A/B Test That
Marketers love to talk about A/B testing. Heck, I’ve said it too. It sounds prudent. Responsible. “Test before you commit! Don’t waste resources!” But…
How to Find (Not Guess) Your Target Audience: A Data-Driven Approach
We all know what a target audience is. Or at least we think we do. We’ve written “target audience” in strategy documents and nodded…
Demand-Creation vs. Demand-Converting Marketing
One of the fundamental mistakes I see executives and marketing leaders make over and over is investing in the wrong part of the demand…