Funnel Reboot podcast

This podcast aims to solve common problems that operations-minded marketers have with their marketing performance.

Guest Insights 07/04/2024

The AI Playbook, with Eric Siegel 06/07/2024

The AI Playbook, with Eric Siegel Episode 199 Today’s topic is AI and ML, and though you may think this doesn’t concern marketing, we need to acknowledge how it’ll shift things. Up to now, marketing was done on the premise that for a given audience shown a message, some average percentage, would act on it. With AI, we’re now able to look at individual audience members and predict how each of them would act upon a message, and at the opportune moment we could have the message show up to each one of them. Goodbye analyzing what happened with crude audience averages, Hello to using detailed data to predict what’s likely to happen. With AI holding such promise, why don’t more companies hand things over to AI? I had thought it’s held up by a lack of technical people who know how to do this, but our guest says we’ve had enough technical expertise - He himself was previously one of those data people, and his expertise wasn’t enough to do the job. He says AI initiatives are held back by those running business functions like marketing who haven’t made the business case and collaborated with the data people to implement this. My guest is a leading consultant and former Columbia University and UVA Darden professor. He is the founder of the long-running Machine Learning Week conference series, a frequent keynote speaker, and author of the bestselling Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die. In 2023 he authored “The AI playbook” Let’s talk to Eric Siegel. Timestamps/Chapters: 0:00:00 Intro 00:01:37 Welcome Eric Siegel 00:01:56 Barrier we face isn't technical know-how 00:06:05 Despite a strong start - AI's been slow to spread 00:11:17 Process a business needs to implement ML 00:27:41 building a custom algorithm 00:29:45 PSA 00:52:32 The human-side of the switchover 00:54:03 Contacting Eric Links to all people and concepts mentioned are in the shownotes on the Funnel Reboot site. /episode/index/show/funnelreboot/id/30601818

Ecosystem-Led Growth, with Robert Moore 05/30/2024

Ecosystem-Led Growth, with Robert Moore Episode 198 A pretty widely held view in the world of B2B products is that sales has gotten harder, not easier. It’s not that buyers aren’t buying. By definition, buying is something they do. But in the example of software, some sales reps won’t even know they were being evaluated, let alone passed up for a rival’s product. Only the winning vendor knows that that account uses them for that specific function in their technology stack. All other companies are in the dark. But are they really? Another way to look at this is that every vendor has information that could be valuable to others. You can find many buyers stacks with products having some overlap but that largely complement each other. As proof, note that lots of these products even integrate with each other because of buyer demand. Should vendors consider collaborating with vendors they compete against? Aren’t we supposed to hate the competition? We don’t have to. A famous example of that was Apple’s announcement in 1997 of the deal it struck with Microsoft. Steve Jobs defended the deal saying “If we want to move forward…we have to let go of this notion that for Apple to win, Microsoft has to lose.” Zooming to today’s reality, It makes a lot of sense for vendors to collaborate as part of an Ecosystem. By pooling their data together with their indirect competitors, they can see internal buying patterns. Those vendors who hitch their data wagons together get around the ‘nobody talks to our sales rep’ problem, because one of their partners already has the info that rep needs. Using this intel helps them come first in the race for their product to be selected to go in the buyer’s stack. Our guest today got a Science & Engineering degree from Princeton University and after a stint in the investment world, he dove into co-founding startups. The first was business intelligence platform RJMetrics and the other was cloud data pipeline company Stitch, both of which he saw through to successful exits. His latest role is as Co-Founder of a platform that safely shares data among companies for this kind of partner-based selling. Outside of work, He is a Trustee for one of America’s top centers of science education and development And an improv comedy performer, in a team that has performed over 100 shows together. This husband, father of two, is very proud to call Philadelphia home. Let's head there now to meet Bob Moore. Timestamps / Chapters 0:00:00 Intro 00:03:46 Bob’s thesis on how sales is broken 00:11:21 Ecosystems are cause for hope 00:26:13 PSA 00:26:53 Revamping corporate partner practices 00:31:38 Pooling together data 00:55:06 Contacting Bob Links to everything mentioned in the show are on the Funnel Reboot site's page for Episode 198 /episode/index/show/funnelreboot/id/30601808

Partnering on Customer Acquisition, with John Wright 05/23/2024

Partnering on Customer Acquisition, with John Wright Episode 197 Today, we are going to talk about how those of us who sell things find new buyers once we’ve exhausted our own audiences. We involve partners, and we can do this in a few ways. These partners may have high-traffic sites or be social media influencers. We are trying to use someone else's channel to reach their audience, hoping they will buy from us. Alternatively, we might be the ones who are influential or have a large audience that brands want to reach, so they pay us to be their marketing channel. The name for teaming up like this is affiliate marketing. Today’s guest came to affiliate marketing through dabbling in online gambling. He watched the incentives sites put out to attract players, and then in 2010, he created a website that reviewed gambling affiliate programs called Gaming Affiliates Guide. This site’s traffic led him to become, you guessed it, an affiliate. Over time, he managed several gambling affiliate sites. As you progress in this field, you always hit a ceiling with this marketing channel. No matter whether you’re the one needing traffic and paying for it, or the one who has traffic and is turning it into money, everyone gets a headache tracking it. As our guest was deeply involved at this point, getting paid to manage affiliate sites, he saw numerous problems in this industry and saw a way to solve them. There were already applications that reported affiliate activity, but he saw these technologies' shortcomings. With his engineering degree from the University of Toronto, which had taught him how to develop things, he joined up with partners to create a SaaS tool of their own: StatsDrone. Having scratched an itch he experienced earlier in his career, he now heads a team whose tool addresses affiliate challenges. Let’s go to Montreal and hear from John Wright. Chapter Timestamps: 0:00:00 Intro 00:03:35 Welcome John Wright 00:06:57 Difficulty with Affiliate tracking 00:11:27 Postbacks and tracking methods 00:18:48 tracking dynamic variables 00:23:14 PSA 00:23:54 Tracking affiliate dollars 00:42:13 Contacting John For complete links to the People, Products and Concepts mentioned in the show, go to the episode’s page on the Funnel Reboot site. /episode/index/show/funnelreboot/id/31104638

Mastering Video Ads on Social, with Nikki Lindgren 05/15/2024

Mastering Video Ads on Social, with Nikki Lindgren Episode 196 There’s something we take for granted these days, something that wasn’t even possible a short while ago. Let’s go back to 2008, to the first iPhone, the 3G. What you could send & receive with one, if you could afford the data plan, was restricted to voice, text & small images. That’s because at the time, the cellular networks could transmit at around a third of a Megabyte per second, which went up to 2Mb/second when 3G was fully available. Then LTE/4G started becoming available in North America, reaching 97 percent by 2013. With those data speeds, you could watch brief standard definition videos, and social networks like Instagram & Snapchat began letting you record and send short clips. By the late twenty teens, advanced 4G infrastructure was fast enough, from 12 to 80 MPS, for people to watch 4K videos on their devices, bringing platforms like TikTok along with it. Now with 5G out, lag-free high-def video is available almost everywhere. And if you are a marketer trying to reach consumers, it means that video must be part of the mix. There are still quirks to these platforms that we need to figure out. Some of their ad units include ecommerce options for selling products while the ad’s in front of them. More broad that this, it’s hard to know how these platforms will react to videos you post. They know so much about a user’s privacy, it’s raised issues of which country that data’s shared with. Clearly, this calls for an expert’s help. Our guest graduated from San Francisco State University and FIDM with a business degree and started working in-house at consumer eCommerce brands, running their digital marketing programs. After helping brands in every category from skincare & cosmetics to Books to jewelry, she built her own agency team to do this, Pennock, which is named after the rural Minnesota town where her family are from. Let’s go to Northern California where she lives with her husband Tyler and three kids, to talk to Nikki Lindgren. Chapter Timestamps: 00:00:00 - Intro 00:03:12 - Welcome Nikki 00:09:05 - Video on platforms like TikTok 00:23:37 - PSA 00:24:26 - Reporting to stakeholders 00:29:59 - Ad campaign optimization 00:35:05 - Contacting Nikki Links to all the people, products and concepts mentioned in show is available on the Funnel Reboot site’s show page. /episode/index/show/funnelreboot/id/30601708

Analytics - in-house or outsource? with Luke Komiskey 05/08/2024

Building insights with Adobe Analytics, featuring Jenn Kunz 05/01/2024

Building insights with Adobe Analytics, featuring Jenn Kunz Episode 194 There’s more than one way to skin a cat. Being honest, doing something differently is often neither better or worse, it’s just different. - Playing Music with an acoustic vs electric guitar - Writing with a pen on paper vs a computer. And continuing on that theme, it could be a Mac or a PC - Programming can be done in various languages - Films can be made with a variety of filming equipment, anything from an iPhone up to an IMAX ALEXA 65mm This also applies to what we use as our analytics tool. And though Google Analytics gets a lot of attention, including in this podcast, to be fair, it is not the only game in town. The industry has a second tool, Adobe Analytics and I wanted to talk with an expert, and to my mind, today’s guest is the person to talk to about it. She has 15+ years of experience helping enterprise organizations solve their analytics problems holistically, no matter where they are in their digital measurement evolution or what tool set they use. Few can go as deep on pixel implementation, tag management, and data layers as she. As a consultant at boutique agency 33 Sticks, she helps clients streamline the implementation process and get more value out of their tools, decreasing costs and headaches for developers, project managers, and analysts alike. On the side, she’s used her background as a developer to create free industry tools like the Adobe Analytics Beacon Parser and the mobile app PocketSDR. She loves helping and collaborating with others in the industry, and most days can be found in #measure slack or twitter doing just that. Let’s go to the Atlanta-area to talk with Jenn Kunz Chapter Timestamps 00:00:00 - Intro 00:02:21 - Welcome Jenn 00:03:37 - How Adobe's used by larger orgs 00:20:55 - PSA 00:21:32 - Navigating the Interface 00:41:48 - How to contact Jenn Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode. /episode/index/show/funnelreboot/id/30349908

How your site's health impacts marketing, with Rob Villeneuve 04/24/2024

How your site's health impacts marketing, with Rob Villeneuve Episode 193 Those of us in the digital economy think a lot about growing our business, but we don’t think as much about the tech that enables customers to interact with our business. When our sites don’t run smoothly or aren’t available, our customers suffer and it stops working as our sales and marketing engine. Terms for these episodes: the site crashed or it croaked, give us a perception that sites are either alive and well or completely dead, when its health really resembles our own human health. Meaning, a website can give off warning signs that can be diagnosed and treated before anything really bad happens. It doesn’t take invasive tools to catch these; monitoring services that run without any special site access can detect issues. These tools that take a site’s pulse are also good to gauge the site’s fitness - its ability to handle business growth. Our guest has always called Ottawa Canada his home. He has also always had an entrepreneurial spirit, supporting the local startup scene since the 2000s, which is where I first met him. After earning his computer science degree, he began his career working at local web tech firms. A stint at a design agency stoked his enthusiasm for websites, and in 2010 he joined the parent company of Internet Service Provider and web host Rebel.com, and domain registrar Internic.ca. He took on the role of CEO for both companies, where he saw first-hand how the internet fueled communication and value-creation. In 2013 he took on additional responsibility as a Director of the not-for-profit Canadian Internet Registration Authority (CIRA), where for the last decade more or less he has staunchly pushed for the internet to be used as a force for good in Canada. Workwise, after stepping away from Rebel and Internic, he returned to his technical and startup roots. Based on his observation that while websites were getting easier for non-experts to build, they could make mistakes hurting their user’s experience of their site with equal ease. That led him to launch ONIK, a product that monitors website fitness. Let’s go talk with Rob Villeneuve Chapter Timestamps 00:00:00 - Intro 00:03:06 - Welcome Rob 00:09:19 - Monitoring site health 00:29:09 - PSA 00:29:59 - How much access is needed to monitor a site 00:41:01 - Holding different patrs of site to different standards 00:42:12 - How alerts help 00:45:21 - Knowing when enough is being measured 00:49:50 - How large sites do monitoring 00:53:09 - About ONIK.IO, how to contact Rob Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode. /episode/index/show/funnelreboot/id/30349873

Delivering Data Analytics, with Nicholas Kelly 04/03/2024

Delivering Data Analytics, with Nicholas Kelly We've all heard of 1970's Apollo 13 mission that was supposed to send a 3-man crew to the moon, but once NASA became aware of an on-board explosion, it became all about rescuing the crew. Ron Howard's 1995 movie gives a glimpse of how mission control staff in Houston reacted to information about the explosion. When an alarm on the command module flashed, signaling a power drop, Flight Director Gene Kranz (portrayed by Ed Harris) turned to the mission controller in charge of emergencies and said "is this an instrumentation problem, or are we looking at real power loss here?" That officer, named Sy Liebergot and played by the director’s brother Clive Howard said "It's, it's reading a quadruple failure - that can't happen! It's, it's got to be instrumentation." But by following their procedures, NASA confirmed it wasn't an instrumentation problem, the ship had actually suffered a devastating explosion, and at that point they swung into rescue mode. NASA aren't the only ones who, on seeing data put in front of them, are so quick to dismiss it. Dashboards - and the work it takes to implement them - isn’t trivial. Yet many of them fail…meaning that once they’re built they never get looked at. There are those who blame technical problems for this, but just like in Apollo 13, the main failures are due to people problems. The technology can be used to visualize exactly the operational data that people literally asked for…and present them with self-serve solutions, but they ignore the data, waving it away as some sort of instrumentation problem Our guest is going to tell us the right way to pull off dashboard projects. He’ll show how to engage the stakeholders to express what metrics they really need, ones that show how the organization is tracking towards reaching its vision. Nicholas Kelly, currently the principal consultant and trainer at G&K Consulting, holds a Bachelor of Computer Science from University College Cork. Formerly a Deloitte Analytics Senior Manager, he specializes in designing and developing dashboards for major global companies, including banks and Formula 1 teams. Nick is a frequent speaker at international conferences, having trained thousands of professionals in data visualization and analytics adoption. As a management consultant, educator, and author, his focus is on teamwork, inventive methods, and bridging technical gaps to increase data literacy. He is also the creator of business board games and the author of the book "Delivering Data Analytics." Let’s go to Seattle where I caught up with Nick Kelly. Chapter Timestamps 00:00:00 - Intro 00:03:57 - Welcome Nick 00:08:18 - Why dashboard projects fail 00:34:46 - PSA 00:35:35 - Building the dashboard 00:57:12 - Where to get book; contact Nick Links to everything mentioned in the show are on the Funnel Reboot site's page for Episode 190. /episode/index/show/funnelreboot/id/30038323

Revealing visitor behaviour through tags, with Ricardo Cristofolini 03/27/2024

Revealing visitor behaviour through tags, with Ricardo Cristofolini My sister-in-law Janice works at the forefront of Medical Sonography. You may know it by the name Ultrasound, where non-invasive sound waves are sent into the body, which bounce off tissue and get displayed on a monitor. It has the ability to evaluate anatomy in an increasingly wide range of structures such as abdominal organs, the heart, vasculature and muscles in patients of all ages as well as the most commonly known purpose of obstetrical ultrasound. In the past 35 years, ultrasound has changed from a tool that was used solely by Radiology and has now expanded into being used by almost every medical disciple: cardiology, emergency medicine, anesthesia, nursing, physical therapy and more. Training these non-traditional users had a huge boom, and now ultrasound is being taught in the first year of medical school as it is known that no matter what type of medicine one chooses, ultrasound will play a part. Janice and others have shared their love and knowledge of ultrasound to help and aid the expansion of ultrasound into new realms in all areas of healthcare. In a similar way, to be better marketers, developers, or website owners, there are aspects of web behaviour that we need surfaced: specific user conversions, page views, scrolls and many other interactions. These aren’t visible to Analytics tools out-of-the-box. Our equipment must be configured to highlight them, and that’s done with tags that fire and alert our analytics software of specific interactions, the same way that medical monitors show the echoes of specific sonar frequencies. We’ve evolved from coding tags right on our sites to operating them with tag management systems, the most common one being Google Tag Manager. Without these tagging tools, our visibility into site performance would be limited the same way that doctors before ultrasound couldn’t see what was going on inside their patients. Another similarity these tools share is that they both come with ethical and safety considerations, and laws covering user privacy and data protection. Gathering insights, whether by ultrasound or tag technology, must respect the digital autonomy and privacy of users. We have a guest to take us through all facets of tag management and I hope that after hearing him, you won’t think of tagging as just some machine that should be relegated to technicians, but a tool you can use on the front-lines, as something you yourself should get hands-on with. So let's talk about tag management with Ricardo Cristofolini. With a background in Tourism and Hospitality Management and International Trade, Ricardo Cristofolini's Analytics professional journey began when he arrived in Canada in 2015 to study at Algonquin College of Applied Arts and Technology, where he earned an Ontario College Diploma in Computer Programming, Networked Environment, and Programming Languages from 2015 to 2017. There, he had the opportunity to put together previous professional knowledge with brand new one exploring multiple subjects, from Web and App Development to cloud computing, Database structure, and much more. Transitioning to the workforce, Ricardo served as a Web Developer at FilmFX from December 2017 to December 2019, gaining two years of experience. In March 2018, Ricardo expanded his skills at Pondstone Digital Marketing, specializing in WordPress, Content Management, and other relevant areas until February 2019. At this point, he had already fallen in love with Analytics and Data Tracking. His expertise continued to evolve as he took on the role of Senior Data Analytics Implementation at Bounteous Canada from July 2021 to October 2022 He currently holds the position of Napkyn Senior Implementation Specialist Data Solutions, a role he has been dedicated to since 2022. In his spare time, when not reading about Analytics and developing his knowledge (and earning a badge from Linkedin as Top Web Analytics Voice), Ricardo supports others' new adventures in this field on multiple social media platforms answering questions and providing guidance. Originating from Brazil, Ricardo Cristofolini's professional trajectory reflects a dynamic and progressively challenging path within the realms of web development, digital marketing, and data analytics implementation. Chapter Timestamps 00:00:00 - Intro 00:04:55 - Ricardo on GTM and Google Tag 00:27:40 - PSA 00:28:30 - All about Server-side Tagging 00:49:06 - Where to contact Ricardo Links to all People/Products/Concepts Mentioned in Show #189 is available at the Funnel Reboot site. /episode/index/show/funnelreboot/id/30038273

Everyday use of Google Analytics, with Dana DiTomaso 03/20/2024

High Impact Content Marketing, with Purna Virji 03/13/2024

High Impact Content Marketing, with Purna Virji In numerous companies, the approach to content strategy appears to be nonexistent, marked by haphazard content creation and dissemination. A notable absence of a cohesive plan to align content with overarching marketing objectives is evident, leading to a disjointed and less effective approach. In light of these challenges, it becomes imperative for companies to recognize the critical significance of implementing a robust content strategy. The upcoming discussion will delve into a methodology that not only addresses these shortcomings but also promises to elevate content creation to a level where flawlessness becomes a tangible outcome. As we navigate through the intricacies of this approach, you will discover how a well-crafted content strategy can serve as the linchpin for achieving marketing goals and fostering a more impactful and cohesive online presence. Purna Virji is a globally recognized content strategist. She grew up in India, when her family came to the US they settled in Philadelphia. She did her masters at Cardiff University, but returned to Philadelphia where she was a journalist and then a producer at the local TV affiliate for PBS. That experience is where She picked up expertise in creating content. She ported this communications flair into designing Pay Per Click ad campaigns for ecommerce companies and then when Microsoft’s own ads platform needed a trainer, she transitioned to working there, training both internal Microsoft teams and external groups on Microsoft ads. She went on to speak at conferences like MozCon and SMX Advanced and was ranked as the #1 Most Influential Expert in the world by PPC Hero. She is currently the Principal Consultant for Content Solutions at LinkedIn. In 2023 she came out with the book “High Impact Content Marketing” which we’ll talk about today. Timestamps/Chapters: 0:00:00 - Intro 00:02:42 - Welcome Purna 00:10:32 - the AGES model 00:20:38 - PSA 00:21:46 - Practical tips for high Impact content 00:35:26 - Identifying what your audience's needs are 00:46:41 - Where to get book; contact Purna For all the people, products and concepts mentioned, go to Episode 187's page on the Funnel Reboot site. /episode/index/show/funnelreboot/id/30038113

Successful Change, with Susan Odle 03/06/2024

Successful Change, with Susan Odle Increasingly, many Marketing teams have been forced to transform their own teams, or the Business as a whole has had to start transforming itself. But no matter how technically sophisticated they are, no matter how many consultants they have or how many Project management meetings they hold, most companies struggle through these transformations. At best, when transformations succeed, they leave heart-ache and sore feelings Most of them revert to the status quo they tried so hard to shake. Those leading the initiative end up demoralized, marginalized or downsized. People who say they can make transformations successful are treated with skepticism. But when that someone has skills that are so multifaceted and has pulled off this feat in multiple industries, you ought to lean in & hear them out. is someone whose life's journey and heritage spans three continents. Born to Guyanese parents moved first to London England, then to Toronto, Canada where she went to high school; it happened to be the same school where I went. Anyway, she moved to Ottawa to study music at University. The musician in her has been strong from then until now, evidenced by a solo project she released in 2017. Our paths crossed again years later when I moved to Ottawa. In the interim Susan had been holding pivotal roles in high tech firms, leading channel & direct sales, professional services, and ops which helped several to successful exits. Susan was honored In 2020 as one of the top 50 women in SaaS by the Software Report. She’s also owned several businesses as well. Currently, Susan specializes in operationalizing change through her consultancy, 8020CS. She’s taken her understanding of navigating successful change and literally wrote the book on it. "Successful Change," was released in 2023. Chapters & Timestamps 00:00:00 - Intro 00:02:47 - Welcome Susan 00:06:46 - The chaos that comes with transformation 00:11:50 - The 8020CS Blueprint 00:21:46 - Break change down into four dimensions 00:29:38 - PSA 00:30:32 - Moving through 'gates' toward successful change 00:48:59 - Overcoming resistance 00:53:45 - Susan’s coordinate and other resources For all the people, products and concepts mentioned, go to Episode 186's page on the Funnel Reboot site. /episode/index/show/funnelreboot/id/30035938

Hosting Events that Generate Leads, with Michael Tucker 02/28/2024

Prophecies and Pleas of an Advertising Man, with Myles Younger 02/21/2024

Prophecies and Pleas of an Advertising Man, with Myles Younger You could say that the marketing field is going through exciting times right now. But you shouldn’t say that everything’s rosy. Here are examples of issues we’re grappling with: The use of SaaS by Marketing may have freed us from being chained to the IT department, but after 25 years of binge buying all these point solutions, we’re saddled with loads of Technical debt, and the order to repatriate customer data from all these servers. CMOs are tasked so much with explaining technology out there, much of their time is used up by the C-Suite’s questions, leaving little time for them to manage marketing. There’s the question of whether the agency-client relationship will survive with AI. Some say brands won’t need an agency as they will generate their own creative. Agencies like Publicis, who’ve poured huge sums into their media-platform CoreAI that monitors billions of consumer signals and can inform what ads should be made, when & where. Because our field doesn't have standardized accreditation, our terminology isn’t uniform, and we make dialects for our company or industry. How’s that working for us? About as well as it did for those building the Tower of Babel. My guest is Myles Younger, Head of Innovation and Insights at U of Digital. Since graduating from Northeasters 20 years ago, he’s been up and down the marketing industry block. He was a client-side marketer in the tech and financial services sectors, He founded and led an adtech company, Canned Banners, that was acquired. He worked as a VP at data consultancy MightyHive which became Media.Monks. He is in a new role now at U of Digital, spearheading this education thought leadership to expand the company's educational offerings across different formats, learners, and markets To me, he’s something of a modern-day David Ogilvy, who wrote his thoughts on his industry back in the day, in a book called “Confessions of an Ad Man”. Myles is just as outspoken on digital media and advertising topics, and the opinions he voices in trade publications and podcasts can come across as prophecies about this industry and sometimes pleas for how it could be better. I caught up with him in Portland, OR, where he lives with his wife and three kids. Timestamp/Chapters 0:00:00 Intro 0:03:25 Welcome Myles 0:04:55 Continuum of approaches to privacy 0:07:58 Our reliance on ad tech; its future 0:20:56 We can only go as fast as our people can 0:24:53 Tech debt we've brought on ourselves 0:31:50 PSA 0:32:37 Changes impacting platforms & ad agencies 0:42:44 Platforms exploiting advertisers in the name of Al 0:48:27 The good & bad of using their Cloud offerings 0:52:32 Best reaction is educating ourselves 1:00:00 How to reach out to Myles Links to all People/Products/Concepts mentioned in the show appear within the Funnel Reboot site on Ep 184's shownotes page. /episode/index/show/funnelreboot/id/29619838

Diverse Data Tracking Methods, with Adam Greco 02/14/2024

Diverse Data Tracking Methods, with Adam Greco Episode 183 As a Disclaimer, note that there’s no sponsor or affiliate relationship with the vendor interviewed here. They're simply on the show to give their perspective on our topic. As trite as it sounds, the way that we look at the world affects our understanding of it. Let me tell you about a time I noticed this. When I was a kid, I would go to school, walk into my classroom, and see my teacher there. She was such a constant there, I imagined that she never left the classroom, she was a fixture of the room, part of the furniture. It’s like the teacher didn’t persist as a person who had a life outside of the classroom. So when I was out at the grocery store with my parents and I saw my teacher, not dressed in their teacher clothes, not ensconced in their teacher setting, my brain just melted. While this might be laughable, those of us using marketing analytics tools could be guilty of falling into the same trap. Credit for making this concept clear in not 1 but 2 great books must go to Avinash Kaushik. Think about it. According to Classic web analytics, visitors who hit our website had started an imaginary timer that we called a web session. We imagined in this race against the clock, they were viewing a sequence of pages which ferried them to forms we used as gates. We told ourselves that the gate-crossers had completed a successful session, converting from visitors into leads or customers. Stepping back, there are a few things wrong with this picture. Users don't only exist inside of a session, just like the teacher didn't only exist in the classroom—they roam about as they please. Today’s users aren’t confined to marketing content. The experience they have straddles our marketing sites, to sites and apps where their identity persists through being logged-in, where the interactions even span multiple devices - as we see on Slack and Discord for messages we’ve already read. The user’s state changes - sometimes they complete a purchase, or become a paid subscriber, but at other times they may opt for a free plan or abandon their cart. We need analytics for all of these actions. We need to step back and view the entire experience that people have with us over time. This is something that classic web analytics just can't measure. This is why the new generation of tools allows us to analyze complex trends and behavior of our users. They are collectively known as event-based analytics tools, and they excel in portraying the way that users experience a product. The foremost product-oriented analytics tool out there is called Amplitude, and today, we are speaking with its product evangelist. Since 2021, Adam Greco has been Amplitude’s Product Evangelist, guiding clients in understanding their tool through workshops, blogs, and videos. He got into this field in 2005 when he joined analytics platform Omniture where he was a customer advocate for four years until Adobe acquired them and rechristened them Adobe Analytics. He then worked at consultancies for 15 years, showing people how to get the most out of Adobe’s tool, authoring over 200 blog posts along the way. Lately Adam’s speaking and advising on analytics has had him splitting his time between Chicago and Amsterdam (where he was when this was recorded). When he’s in the states and not working, he enjoys restoring and going for drives in his 62 convertible corvette. Timestamps/Chapters 0:00 - Intro 5:00 - Meet Adam; why event-based method works better than session-based method 24:00 - PSA 24:45 - how to get value out of recent analytics tools, including warehouse-native apps 56:20 - Adam’s coordinates and free resources Links to all people and products mentioned are available in Ep 183's shownotes page on the Funnel Reboot site. /episode/index/show/funnelreboot/id/29617973

Voice Marketing, with Susan Westwater 02/07/2024

Data For All, with John Thompson 01/31/2024

Privacy & Data Governance, with Siobhan Solberg 01/25/2024

Hello $Firstname, with Rasmus Houlind 01/23/2024

Bye KPI. Hello Full-funnel dashboard, with Jacob Varghese 01/10/2024

Visualizations that inspire action, with Lee Feinberg 01/04/2024

Must-reads for business in an all-digital world 12/29/2023

Making sites that keep pace with customers’ needs, with Josh Garellek 12/27/2023

Making sites that keep pace with customers’ needs, with Josh Garellek There are websites and then there are websites. Some give User Experience short shrift, slapping together generic templates that look pretty... generic. Others use experts to make interfaces that are optimized for mobile and PC environments, and anticipate what users want and present their content in engaging ways. Some with so little security, they’re susceptible to cyber threats. Others invest heavily in cybersecurity - protecting not only themselves, but visitors as well. Some sites have clung to technology that’s become atrophied and prone to crashing. Others are kept up to date, and are upgradable as the company’s needs change. Some have a backend that craters when traffic spikes,while others keep humming because of their scalable infrastructure. Some expect visitors will come back on their own initiative, others use email smartly to coax visitors back. Our guest is going to show us how to see the difference that well-developed websites can make. He knows how the value of our online presence can be unlocked to produce experiences that lead to revenue. Josh Garellek is co-founder & CEO of a full-service web development agency that's spread across North America. He grew up and started his studies in Montreal, then went on to study at New York’s Yeshiva University. He did stints in the food service industry and e-commerce before starting a game development studio, until he and a business partner teamed up, switching it into a web dev company called Arctic Leaf. He’s gone beyond this and started other ventures too. The drive to do all this, he’ll tell you, is probably rooted in ADHD, or being a natural entrepreneur, or his chutzpah; probably all of these. But after knowing him for over a decade, for questions about what to do with your website, he is THE person to listen to. Links to all items mentioned can be found in the Episode 174 shownotes on the Funnel Reboot site. /episode/index/show/funnelreboot/id/29150063

GA4 and The Future of Data, with Jason Hackenberry 12/13/2023

Getting Good at Google Analytics, with Jill Quick 12/06/2023

Building AI out of Data, with Yash Gad 11/29/2023

Media Mix Modeling, with Jim Gianoglio 11/22/2023

Your data is f____ed, with Mark Mckenzie 11/16/2023

Marketing Memetics, with Mike Taylor 11/11/2023

Funnel Reboot podcast

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