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Episode 119: Digital Marketing Analytics, with Kevin Hartman

As Google’s Chief Analytics Evangelist, Kevin Hartman is responsible for leading the design, implementation, and evolution of programs and approaches that help businesses around the world realize the opportunities presented by data. 

Kevin has a proven track record of building large, global, high-functioning analytics organizations from scratch and deep experience in leading large profit & loss centers and cross-functional teams, identifying business opportunities, and creating effective marketing programs. He has also written “Digital Marketing Analytics: In Theory And In Practice” which is now in its second edition.

Kevin’s decades of work in the digital analytics space, with most of that time spent leading large analytics teams at a major global advertising agency and Google. He has taught analytics for nearly 10 years at Universities near to his home, such as The University of Chicago, The University of Notre Dame, and The University of Illinois.

People/Products/Concepts Mentioned in Show

Episode Reboot:

look into Kevin’s course on ELVTR

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Episode 118: Converted, with Neil Hoyne

Converted, Neil Hoyne

In digital marketing, we’re all striving to do what works. Yet whether we’re in-house or at an agency, we’re basing our definition of what works on a small sample size. Honestly, none of us can zoom out far enough to the general traits of successful marketing. That is, unless you’re someone who’s tasked with measuring marketing data at the organization with the single-largest quantity of it on the planet. 

My guest has gained a lot of insight on successful sellers in his role as Google’s Chief Measurement Strategist, where he has led over 2,500 engagements with the world’s biggest advertisers. He is a Senior Fellow at Wharton and holds degrees from Purdue University and UCLA. And in his book “Converted: The Data-Driven Way to Win Customers’ Hearts” the difference (I’m simplifying here) is that the  best ones humanize their funnels for their buyers. 

“Wait,” you say, “we already know  how to treat people nicely, we’ve known how to do that since humans have been around. You’re right, yet it’s surprising how we lose the human element is when we move commercial interactions online. My guest wants us to learn – or more correctly, relearn how to make our marketing more human. 

People/Products/Concepts Mentioned in Show

Episode Reboot

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Episode 117: Marketing Artificial Intelligence, with Paul Roetzer

Marketing Artificial Intelligence

Paul Roetzer graduated with a journalism degree from the E.W. Scripps School at Ohio University and a few years afterwards he founded Ready North (formerly PR 20/20). In 2016 he founded the Marketing AI Institute. The idea for such an organization came from what Paul saw when AI began impacting his agency. He thought the only way marketers like him could work alongside AI would be by better understanding its capabilities. 

Part of their vision of educating marketers is through an annual event, and in 2019 they held their inaugural Marketing AI Conference. MAICON was on pause during lockdowns, but it came back in 2022.

In 2022, He and co-author Mike Kaput published the book we’re talking about, Marketing Artificial Intelligence. The book draws on years of research and dozens of interviews with AI marketers, executives, engineers, and entrepreneurs. He has also authored The Marketing Performance Blueprint (2014) and The Marketing Agency Blueprint (2012). Through his podcast and as a conference speaker, Paul makes AI approachable and actionable for marketers. 

He and his family live in Cleveland, Ohio. 

People, Products and Concepts in the Show:

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Episode 116: Merging GA4 with all your Marketing Data

Merging GA4 with all your marketing data

In this episode I’m giving you the process that’s used in my agency’s work to get B2B companies onto Google’s full analytics stack. This episode is split into two parts.

Installing GA4 (from 1:30 to 10:45) – For the first third of this episode, I go through the steps that companies should follow to install GA4, including setting up streams, conversions and links to Google Ads accounts.

Installing Google and third party components for consolidated analysis and visualization of your marketing data (listen for melody at 10:45 to end) – the remaining time roams through the rest of the tools that give a complete picture of your B2B funnel.

People, products & concepts mentioned in episode:

Scott Kelley

Jim Sterne

Jim Cain

David Krevitt

You may also be interested in this other reporting-related solocast:

How Dashboards Make the Whole Funnel Work, from podcast episode 9

Episode Reboot:

Another path for completing this process is to implement them together with peers in a workshop environment.  By the end of the session, you leave ready to make reports leveraging all your company’s marketing data. I am leading several two-day workshops in several Eastern states and provinces. To find out more, visit https://gafast4ward.com

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Episode 115: Optimizing experiences that convert, with Alisha Conlin-Hurd

The funnel is dead. Long live the Persuasion Experience. That’s the view of my guest today. 

Alisha Conlin Hurd did something that’s rare for people  in their 20s by turning a side hustle into an agency that she co-founded. Their firm,  Persuasion Experience, works on marketing brands that require funnels  for lead generation, SaaS, and consumer branding.

She shares experiences learned working for every kind of brand, from emergency plumbers and home builders, to Brazilian butt lifts and porn addiction counselors.

People/Products/Concepts Mentioned in Show

You may also be interested in past Funnel Reboot episodes related to this topic: