Funnel Reboot

Episode 177

Today’s talk is with a technology vendor, as a Disclaimer, please note that there’s no sponsor or affiliate relationship here. They’re simply on the show to give their perspective on our topic.

Today we’re going to talk about leveling up beyond KPIs to data that visualizes our full-funnel.

Comedian George Carlin knew how complicated things get with marketing technology. Or, you can imagine that when you hear him talk about stuff. This is the feeling we can get watching our Marketing technology evolve before our eyes. As our  software tools grow, so does the complexity. We’re beyond the point of logging into each of them to see individual KPIs. They have just become too specialized, and now we need meta-tools, crafted solely to connect with the specialized marketing systems, to extract and roll up streamlined data that we can analyze or see on a dashboard.

It’s against this backdrop that I invited today’s guest. 

Jacob Varghese hails from India, having graduated with a BA from University of Mumbai. Since moving to Canada in the 1990s, he’s focused on building marketing machines and crafting go-to-market strategies that yield repeatable, predictable, and scalable revenue. 

Following experiences as a senior executive at numerous  B2B SaaS outfits, he’s now the Chief Sales and Marketing Officer at AgencyAnalytics.  His passion for augmenting marketing and sales through data and automation comes through in the insights he shares on his blog.

People/Products/Concepts Mentioned in Show

Jacob on Twitter

Jacob is with AgencyAnalytics

Scott Brinker

Timestamps

0:00 – Intro

03:09 – Background on Jacob

09:33 – Getting to useful dashboards

26:14 – PSA

27:08 – Presenting data as a story

46:46 – Get in touch with Jacob

Episode 176

If your job involves numbers, you likely spend time graphically plotting it.  Whether it’s for analyzing or presenting, we usually toss our datasets into our visualization tool (mainly because it takes one button click) and start visualizing it. The problem here is that we’re making content before knowing our intent, we’re making the software master over us instead of being its master. 

Today’s guest says the visualizations that come from this won’t be intelligible, won’t make them motivated to act and won’t yield good decisions. However, he does passionately believe that when people who know how to read numbers, see it presented the right way, it’ll motivate them to make the right decisions. 

Lee Feinberg graduated from Cornell University with a BS and MS in Electrical Engineering. In 2012 founded a consultancy to help data leaders create armies of trustworthy decision makers.  He has worked in the analytics and data visualization fields for 20 years.

He is associated with Data Science programs at both NYU and the University of Chicago. When he’s not talking about visualization, Lee likes experiencing concerts – from the front row,  and also hanging out with his wife and kids.

People/Products/Concepts Mentioned in Show

Lee’s Website : https://www.DecisionViz.com 

Lee Feinberg – DecisionViz | LinkedIn

Edward Tufte

TV Show Shark Tank

Chapters:

0:00 – Intro
02:13 – What we’re doing wrong
33:46 – Lee’s framework
58:25 – Where to find Lee and visualization resources

Episode 173

Today, we’re talking about the future of data with Google Analytics 4.

It’s been about 6 months since we all had Universal Analytics. It’s good to talk to others who use GA4 to do their jobs, to compare notes. Although GA4 is here to stay, it still has gaps that need bridging.

That’s why I spoke with Jason Hackenberry, Head of Partnerships from web development agency Arctic Leaf. Prior to Arctic Leaf, he held Digital Marketing and operations roles at Weatherby and Save Khaki United, along with roles in Merchandising.

What you’ll hear is from a virtual event he and I did in December 2023, on topics including

• How Google is migrating users of its free version differently from its 360 version
• How to capitalize on the information provided by GA4
• The data you actually need vs. what you THINK you need
• Tips on finding insights, reporting, conversion tracking and data retention
• New GA4 features that can help your lead generation or e-commerce website.