All Things Data-Driven Marketing

What 15 CEOs Learned Building Top Agencies

I asked more than a dozen successful agency CEOs to share how they’ve navigated critical moments—getting started, landing (and keeping) clients, scaling teams, and marketing their agency.

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How Much Do SaaS Companies Spend on Their MVPs?

Eric Ries once described the minimum viable product (MVP) as a version of a new product that allows a team to collect the maximum amount of validated learning about customers with the least effort:

Instead of spending years perfecting our technology, we build a minimum viable product, an early product that is terrible, full of bugs, and crash-your-computer-yes-really stability problems. Then we ship it to customers way before it’s ready. And we charge money for it.

The reasoning behind releasing an MVP is simple: The longer companies wait to release it—and the more money they spend building it—the riskier their product becomes.

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Tealium iQ: What Can It Do? And How Does It Compare?

When most people think about tag management, they think about Google Tag Manager (GTM), Adobe Launch, and Adobe DTM. And, usually, companies are using the tag manager provided by their chosen web and/or app analytics vendor.

This article highlights what a vendor-agnostic tag manager product, Tealium iQ, brings to the table. Tealium iQ is a feature-rich product that also has a unique angle to tag management compared to the market-dominating products.

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SaaS CRO: What You're Not Testing (But Should)

Think back to the last experiment you ran for your SaaS company. What were you trying to learn or improve? Maybe you wanted to increase email captures or free-trial leads

Now try to think of the last time you experimented with something other than your acquisition strategy. If you’re struggling, you’re not alone. 

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Measurement Protocol 101: Improve Your Google Analytics Data

Google Analytics and Google Tag Manager have limitations. Often, these limitations are outside your control (e.g., technical aspects of a website that can’t be changed).

Fortunately, many issues—such as updating a user status from your CRM or sending refund data—are solved by using Google Analytics’ Measurement Protocol

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10 Conversion Optimization Myths that Just Won’t Go Away

Every industry is plagued by myths, misunderstanding, and half truths. This is especially true in digital marketing, and conversion optimization is no exception.

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Google BigQuery: A Tutorial for Marketers

When it comes to Google BigQuery, there are plenty of articles and online courses out there. Most are “tech to tech” explanations—which are great. But they can be intimidating for those beginning their marketing-to-tech journey.

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“Best Practices” for Link Building Don’t Work. This Does.

Five years ago, I was trying to build links—and failing.  In fact, I was failing so hard that I had to work without getting paid while building only a couple of links a month. 

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Multichannel Attribution: How to Measure the Unmeasurable

If you’ve ever tried to build an attribution model that wasn’t position-based (i.e. last click, first click, linear, etc.), you might have felt overwhelmed. But customer paths are non-linear and pretty complicated—sooo many things influence conversions. 

Most businesses have a lot of data about customer behavior: the devices they use to purchase, ads, competitors’ pricing, keywords, etc. But they can’t make sense of it all.

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B2B Video Marketing: A Strategy for Lead Generation

Video marketing is booming. It’s no longer news. Cisco predicts that, globally, video traffic will be more than 80% of all web traffic by 2022 (up from a prediction of 75% made in 2017).

Other recent reports claim a 17% leap in video content usage in 2018, with the average person watching more than 90 minutes of online video every day. In the same report, 85% of surveyed consumers said they would like to see more videos from brands.

However, simply creating videos isn’t enough. Content marketing in general—and video marketing in particular—needs strategic planning to work.

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