All Things Data-Driven Marketing

Data Blending: What You Can (and Can't) Do in Google Data Studio

Over the last 18 months or so, Google Data Studio has evolved from an appealing but clunky application to a tool that we recommend to any digital marketer.

Data Studio allows you to communicate data simply and in a repeatable format, and their expanded integrations, customizations, and editability have made Data Studio dashboards extremely powerful.

A relatively new feature, data blending, came out last year. This underused function can do a lot of cool things; it also has some limitations. Once you’ve got your head around the basics, the possibilities are endless.

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B2B Influencer Marketing: 4 Strategies that Move the Needle

Influencer marketing has been around long enough to generate great case studies—and skepticism. That’s especially true for B2B marketers. An Instagram model gushing over a new fashion product seems infinitely remote from strategies they might deploy.

Still, about 65% of brands planned to increase their investment in influencer marketing in 2018, which puts the strategy on track to top $10 billion by 2020. Yet, according to another study, only 11% of B2B companies have ongoing influencer marketing programs, compared to 48% of B2C brands.

B2B brands shouldn’t feel left out, even if they lag behind. Professional communities on social media are strong. We’ve all given and received one-off recommendations in Slack groups or via email. Those under-the-radar endorsements can influence purchasing decisions for cloud-based CRMs as much as cleansing teas.

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Propensity Modeling: Using Data (and Expertise) to Predict Behavior

C.F. Kettering once said, “My interest is in the future because I am going to spend the rest of my life there.”

When we look at data and analytics, we’re focused on the past. How did we do last quarter? What happened H1 2019? And how does that compare to H1 2018? How well did landing pages X, Y, and Z convert last Monday at 1:03 p.m.? (I’m kidding, I’m kidding.)

Data becomes more valuable when we use it to predict the future instead of just analyzing the past. That’s where propensity modeling comes in.

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How to Increase SaaS Prices the Right (and Profitable) Way

Have you ever gotten a bill that—inexplicably—is two or three times more than usual? What was your reaction? Probably something like this:

[A SaaS vendor] pulled a massive price increase on us (over 300%!) and that was it. I don’t care how much I like their product, I’m gone. We use Drift now.
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5 Things We Learned from Analyzing 28,304 Experiments

How do CRO professionals run experiments in 2019? We analyzed 28,304 experiments, picked randomly from our Convert.com customers.

This post shares some of our top observations and a few takeaways about:

  • When CROs choose to stop tests; 
  • Which types of experiments are most popular;
  • How often personalization is part of the experimentation process;
  • How many goals CROs set for an experiment;
  • How costly “learning” from failed experiments can get.

Let’s begin.

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Marketing Project Management: A Reliable, Reusable Framework

Lurking beneath every goal are dangerous assumptions. The longer those assumptions remain unexamined, the greater the risk.

– Jake Knapp, Sprint: How To Solve Big Problems and Test New Ideas in Just 5 days

Imagine this scenario. You’re a marketer, and you’ve just launched a marketing campaign that you spent weeks or months building. You checked all your boxes:

  • You assigned roles and responsibilities.
  • You kept stakeholders informed along the way.
  • You activated all the right channels to reach your target segment.

But something is wrong. Hardly any prospects are opening your emails. Almost none are engaging with your ads. The only feedback you are getting is that certain elements on your landing page are broken and, worse, don’t load properly across devices and browsers. 

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