Build your marketing skills with an eye towards the long run

November 9, 2012

Several months ago, I decided to become a data scientist. It was an easy decision when you consider the impact that algorithm-driven business models are making, but the actual manifestation of the goal is a different manner entirely. It’s been one of the most humbling and downright frustrating experiences in my life. I thought I [...]

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A truly great marketer is capable of admitting that they’re dead wrong sometimes

November 2, 2012

I’m reading a fascinating book on the evolution of math and statistics over the past 100 years, and its impact on the scientific method of inquiry. This particular passage really caught my eye: “A scientific career is peculiar in some ways. Its reason d’etre is the increase of natural knowledge. Occasionally, therefore, an increase of [...]

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How to cultivate those nobody’s ever asked that question before moments

October 26, 2012

A colleague of mine shared a presentation with me. It was about the correlation between TV air time and revenue generated by our website. There were some fascinating data points, some of which were counter-intuitive, which is always a good thing because data that goes against intuition is what typically gets the gears to start turning. [...]

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The counter-intuitive nature of a strong social media strategy

October 19, 2012

I was going to put together a highly technical article to support my hypothesis, even going as far as to invoke shades of constructor theory, but then it hit me that’s its best to cover a counter-intuitive concept with a simply visual metaphor. Simply put, good social media marketing is a bit of a magic [...]

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How to use Google Webmaster Tools to check the dark underbelly of your site architecture

October 12, 2012

Every so often, Google Webmaster Tools adds a new wrinkle that makes life measurably easier for SEO leadership at large organizations. Index Status is one of those wrinkles. This nifty little feature - which was released this past summer but has gotten relatively little fanfare considering the profound insights and leverage it can provide – does two [...]

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Why traditional marketers are at a crossroads

October 5, 2012

I didn’t go to school for marketing. In fact, I never took as much as a single course in marketing during my college days. And in hindsight, that might have been a good thing. Why? Because with every passing day, I see some of the more traditional, subjective facets of marketing (what some refer to [...]

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How to use your calendar to boost your marketing productivity

September 28, 2012

Anyone who’s ever worked with me or for me knows that I’m not particularly fond of meetings. Especially if they’re unproductive. I’m the kind of guy that’s always asking for a few minutes back towards the end of a meeting if we’ve already worked through all of the key agenda items. I also encourage my [...]

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How to keep your marketing fundamentals sharp by volunteering

September 14, 2012

One of the few downsides of moving up the ranks in the enterprise marketing space is the gradual distancing that occurs between the more technical aspects of optimization and your day-to-day responsibilities. I don’t get to perform keyword research or craft title tags or adjust bids or A/B test subject lines or suggest ad creative [...]

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How to trim the long-tail fat from your paid search program

September 7, 2012

Let’s face it. Enterprise paid search advertising is a big mess of big data. A lot of the manual techniques that can be used to optimize small to medium-sized paid search programs are simply not scalable when you’re dealing with thousands upon thousands of individual keywords and ad groups. This is especially true when it [...]

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Think of social media influencers as your customers

August 31, 2012

With every passing year, the topic of “social media influencers” gains momentum. Back in the day – as in back before the phrase “social media” even existed – reaching out and subsequently building a network of relationships with key influencers like bloggers, fan site owners, and forum administrators was almost exclusively the domain of niche [...]

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