Author: Glenn Schmelzle

Shownotes:

This episode is about how digital has changed how we measure marketing. We’ll cover the explosion of data brought by the Internet. We’ll look at how to clean and filter data so only the right kind is used for analysis. We’ll talk about tools for analyzing and reporting data, for sharing data with core areas of our business, and also for insights we ourselves get out of it. Finally, we’ll see how more leads can be generated by analyzing how buyers respond to our content.

Links mentioned:

Urchin Software  (acquired/rebranded as Google Analytics)

Robert Rose

Difference between Stock and Flow numbers

Renaissance Men

Eric Peterson’s Big Book of Key Performance Indicators (author’s full-text release)

This Episode’s Reboot:

I’m going to recommend that you review your own KPIs. You can even benchmark them against some external KPI libraries out there. First time I learned these things existed, I was fascinated. There’s kpilibrary.com, free-kpi.com, smartkpis.com and others. These are all great places to get inspiration for choosing the KPIs that matter to your own organization.

This is the first in a 5-part series on how digital marketing’s different. This episode examines how to do digital marketing well, we likely need to change our mindset and our skills.

Shownotes:

“This instrument can teach, it can illuminate; yes, and even it can inspire. But it can do so only to the extent that humans are determined to use it to those ends.”   These words belong to journalist Edward R. Murrow. Though he was describing television, it might as well apply to the primary medium of our digital age. The Marketing discipline in the Internet-era is wildly different than that of the TV-era. This episode asks how those of us in marketing have had to shift our thinking in this new era. What mindset and skills do we need to deal with digital?

Links to People/Things Mentioned:

Seth Godin

Terry O’Reilly

“The Hard Thing about Hard Things”, by Silicon Valley VC Ben Horowitz

Andrew Chen’s Law of Clickthroughs

Paul Roetzer author of the “Performance Marketing Blueprint”

This Episode’s Reboot:

Check out the skills inventory list from The Marketing Performance Blueprint (reprinted with permission). It gives a breakdown of the 15 skill areas that you can use to Assess your own abilities.