Stop Letting Data Own You - Small But Mighty Marketing Podcast Ep 5

Join hosts Josh Becerra and Shinhee Son as they discuss the real impact of broken analytics. Imagine reporting on your revenue, only to find that it all drops to zero after an update. 

We discuss:

Why analytics often fail during migrations
Common mistakes marketers make with tracking
How to get alignment on your KPIs with leadership
The steps to building a reliable source of truth

🎧 Tune in to learn how to keep your data under control!

Explore more content from leaders in the marketing community on our podcast. Or visit our blog to find more digital marketing tips and ideas.

Want to learn more about Augurian? Reach out to speak with an Augur today about your marketing strategy and digital advertising performance. 

Transcript

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So imagine that you've been reporting on

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revenue numbers, transaction numbers, and

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then the next thing you know, you have

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zero. Where is it that we find the

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data that tells us we're having success

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or not?You think you might be doing a

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great job dotting your i's, crossing all

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your t's, but it literally just takes one

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little update or one little thing to miss

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and it'll break your analytics. As

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marketers, we need to be able to have a

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story to tell. There has to be a a

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narrative, right?It all comes down to

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talking to your salesgetting buy-in.

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These are all communications you know

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that you need to have regularly and

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proactively, especially the education

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part so that no one's surprised.

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Welcome to the Small but Mighty Marketing

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podcast. I've got Josh, Becerra

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president and co-founder of Augurian, and

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myself, director of marketing here. And

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I'm really excited about today's

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conversation, today's topic. Yeah, it

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should be a good one. We're going to be

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talking about analytics today.

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And yes, it might sound boring, but it

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really is. Analytics isn't boring.

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I mean, I guess it depends on who you

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talk to. Yeah. But if you're listening or

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watching this, if you're feeling

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confused or overwhelmed a lot of times

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when you're thinking about your

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analytics, and if making

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sense of it all feels like another

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full-time job, 'cause it could definitely

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feel that way, I mean, we're gonna be

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diving into this, this whole episode's

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gonna be talking about that, getting more

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clarity around your analytics,And instead

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of feeling like your data owns you,

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we want to change the relationship and

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have you own the data that you're

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currently getting. I like it. So yeah, so

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that's really the purpose of today's

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episode today, and so if that sounds like

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you, let's change that relationship so

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you can lead, you can grow, and you can

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level up in your organization with

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confidence. Yeah, own your data, don't

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let it own you. There we go. So let's

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let's get into it. All right. So I wanted

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to kick it off first withSomething we've

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been experiencing recently with some of

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our clients, specifically e-commerce

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clients. I know what you're about to say.

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Yeah. So the Shopify has

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rolled out a new update that they're

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really pushing all their their websites

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and the the people that own websites to

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to update. And it's related to their

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shopping cart. Sure. And so what ended up

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happening was that it actually broke

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e-commerce analytics. So imagine that.

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You've been reporting on revenue numbers,

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transaction numbers, and then the next

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thing you know, you have zero. That's

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what's happening right now. And they're

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they're forcing people to make this

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update. Yeah, yeah without a lot of

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information about like, hey, when you

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make this update, it might break your

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stuff. So that's never good. Yeah, that's

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a problem. And unfortunately, this is

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pretty common, where companies like

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Shopify or platforms like Google

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They will make updates and it will break

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things. Yeah. And I'm sure you guys that

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are listening to this have experienced

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this multiple times. And so I want to

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talk a little bit about the impact of

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these software updates, platform updates.

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Or even site migrations because I would

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consider that as a pretty big update.

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Sure. Yep. Yeah. So, I mean, Josh, have

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you like experienced or heard a lot of

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these kind of horror stories that mean

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come from these?Yeah. So there are the

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platform updates like Shopify and I think

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that that is something to be aware of.

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Sometimes the platforms are good at like

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letting people know. So you're paying

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attention. We kind of caught this,

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dug into it, understood it and then went

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to all of our different clients who are

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on Shopify to say, hey, have you made

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that update?If you're going to, we need

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to make sure that these things don't

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break and fix them right away. So

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platform updates happen

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and yeah, sometimes stuff gets

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broken and sometimes they're great at

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communicating about it and sometimes they

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aren't and we have to play catch up. But

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with the site migrations, that's a whole

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whole nother story. And yeah, you you

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asked the question, do I hear about this

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stuff?I mean, basically when somebody's

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migrating their site. I get three kinds

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of phone calls. One is like, hey, we're

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gonna migrate our site in 12 to 18

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months. We wanted to understand like what

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the implications are of that, maybe get

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into a. Relationship, partnership, so

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that we can kind of ride alongside that

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process to make sure that the all the T's

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are crossed and the I's are dotted. So

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that's the first kind of call I get. The

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second kind of call is, hey, we're in the

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process of migrating our website. We're

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going to launch it in like a month and we

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need your help. And that's kind of more

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of a like, all right, the alarm bells are

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kind of going off, man, we got to do a

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lot of catch up. and try to figure out

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where they're at, what they've done,

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inform them on where they might be

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missing. Sometimes that means we're like

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advocating to push launches back

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because it takes some time to like make

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sure that you know when you do make

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that migration, that you're not losing

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all your data or that you won't be able

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to like have a good year-over-year

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comparison. That's the second kind of

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call, and then the last kind is, My hair

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is on fire. We just migrated our site.

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We lost all of our traffic. We have no

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reporting like we need help right now. So

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avoid that at all costs. I don't like

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receiving those phone calls. It's really

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hard on our team. It's hard on in-house

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teams. Being planful around site

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migrations and your data is

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super important. Yeah, I mean, it's it's

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pretty insane. So I've been part of a lot

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of different migrations and the more you

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want to change, like for example, you

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wanna change everything from the brand

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name to the, which is gonna

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change the website, all the website URLs.

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You're gonna change the design, the

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functionality, even the tech stack. I

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mean, usually the analytics issues will

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come from URL changes

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because it's gonna affect your ad URLs.

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You're gonna have to make sure those get

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updated. But then there's also, when you

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bring in new tech stack, they do have

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different settings, different

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configurations that don't talk the same

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way as the previous platforms that you

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have. And so, you might be doing,

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you think you might be doing a great job

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dotting your I's, crossing all your T's,

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but it literally could just, it just

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takes one little update, or one little

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thing to miss, yeah and it'll break your

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analytics. And it is a very stressful

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time. So, I've seen some

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companies that will try

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to save on costs,

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but if you think about all the checklist

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items that analytics has to look at,the

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PPC paid media teams have to look at, SEO

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teams, web developer, it's a

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laundry list of to use. Yeah, yeah

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And it's very important that you staff

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properly to avoid that high-risk

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scenario where you're done with it and

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you have traffic is zero. Yeah. Revenue

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is zero or something like that. Even if

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it truly isn't, imagine walking into

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your, you know, into a stakeholder meeting

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and talking about the situation that you

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didn't address yeah before that. Yeah, I

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know. You never want to be in that

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situation, for sure. I would just

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say like beyond like

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URLs changing, tech stacks changing, even

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like design choices that are happening in

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the in the migration process, you might

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end up with like different calls to

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action. You know The designer might be

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like, Hey, let's try this new button over

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here, or let's redesign these forms.

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When that happens, if we're not saying,

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Okay, that form is replacing this form

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so that we can do comparisons, or

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that CTA is replacing this

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CTA, now all of a sudden, if we don't do

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those things, we're either not tracking

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the new stuff and tracking the old stuff,

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and then we're like, Hey, what's

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happening?We're really down in

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our MQLs or whatever. Well, no, it's just

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that you're actually not tracking the new

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forms or CTAs. Anyway, a lot of

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times web dev shops are in the know

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about this stuff, but I've had plenty of

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calls where people are not

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understanding why is our traffic

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underperforming after our migration. And

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half the time it's just because like, oh,

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you're not tracking the new stuff on the

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website in the way that in the same kind

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of. Structured way that you were your

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previous information. And so you got

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to connect those dots. Otherwise your

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year over year data looks really weird.

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And then when you're trying to report out

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to leaders and stakeholders, you're kind

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of always in this uncomfortable

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place where you're explaining. And, well,

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this is different from this because of

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all of these reasons, and and that just

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doesn't build confidence. Yeah, another

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another common scenario in migrations

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that I've encountered is

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subdomains. Okay. And

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either they're getting rid of subdomains,

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or now they're gonna move certain things

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to a subdomain. Yeah. And back in the UA

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days, you had to do cross-domain

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tracking, maybe that's still the case

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now. And so, if you guys are

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considering that scenario, you do

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definitely need to consider your

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analytics because it might not track

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properly across the ecosystem or all the

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platforms or websites that you have. Yeah

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Because I typically view subdomains as

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its own website because it usually

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means it has a different experience,

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different audience, and so forth. So if

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that's you, definitely consider

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your analytics setup because you will

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absolutely need to consider those. And

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so, and same thing with the site

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migrations. I feel like, I think it's

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pretty simple having a plan in place,

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being a little bit more, I guess like

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highball it, because almost every

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single time, I haven't been in a

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migration that everything worked

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perfectly. Yeah, yeahRight on time. Sure.

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All the checklist items were checked off.

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Yeah, yeahThere's always something that

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just goes wrong. I've been in a migration

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where, man, the website looks beautiful

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afterwards. All the SEO was like

262
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top-notch, we got everything optimized,

263
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URLs cleaned up, and then we didn't have

264
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the form tracking updated. Right. And

265
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that scenario is something we went

266
00:10:12,237 --> 00:10:13,677
through and we're like, oh my gosh, why

267
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isn't this converting?I'm pretty sure

268
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this is a better converting website.

269
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Yeah. And it was just a small, simple

270
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thing that that was missed on the forms.

271
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Yeah, and that little thing just erodes

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confidence in like the whole process, and

273
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so, yeah, it helps to,Make sure that

274
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you're keeping track of that stuff and

275
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making sure that you're just really clear

276
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on, OK, here's the events and the CTAs

277
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that we were tracking previously. Have

278
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those changed?Where do they live now?How

279
00:10:40,796 --> 00:10:42,556
are we going to map back to the previous

280
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ones so that we can do some

281
00:10:44,236 --> 00:10:46,036
year-over-year comparisons?Yeah, it's

282
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really better safe than sorry. But we

283
00:10:47,996 --> 00:10:50,556
went really deep really, really quickly

284
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here on heavy stuff like site migrations.

285
00:10:53,996 --> 00:10:56,156
I will tell you that I I just had a phone

286
00:10:56,156 --> 00:10:59,036
call with a perspectiveclient,

287
00:10:59,436 --> 00:11:02,156
what, maybe two weeks ago, and

288
00:11:02,716 --> 00:11:04,836
they didn't have any tracking on their

289
00:11:04,836 --> 00:11:07,516
website. Okay. And we were talking about

290
00:11:07,516 --> 00:11:09,716
starting to do some you know paid media

291
00:11:09,916 --> 00:11:11,836
and trying to get them going, but they're

292
00:11:11,836 --> 00:11:13,916
like, and I'm just like, Can we see your

293
00:11:13,996 --> 00:11:16,476
GA4 data so that we can get a sense for

294
00:11:16,716 --> 00:11:18,756
kind of baseline for where we're at with

295
00:11:18,756 --> 00:11:20,876
things and how things are working today?

296
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And they're like, We don't have Google

297
00:11:23,036 --> 00:11:25,156
Analytics or any analytics hooked up to

298
00:11:25,156 --> 00:11:26,796
our website. And I was like, Well, why is

299
00:11:26,796 --> 00:11:29,596
that?Well, they have a business unit

300
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that's in the UK and so because of

301
00:11:32,116 --> 00:11:34,476
GDPR, right, you have to have like the

302
00:11:34,476 --> 00:11:36,476
little banner that says, hey, this site

303
00:11:36,476 --> 00:11:39,276
uses cookies and like leaders at the

304
00:11:39,276 --> 00:11:42,236
time made the decision that

305
00:11:42,396 --> 00:11:44,156
like they didn't want to have that banner

306
00:11:44,156 --> 00:11:46,556
and so instead of. Putting the banner,

307
00:11:46,556 --> 00:11:48,116
they just were like, well, let's just not

308
00:11:48,116 --> 00:11:50,796
track anything on our website. So they're

309
00:11:50,796 --> 00:11:52,796
going through the process now at the

310
00:11:52,796 --> 00:11:55,676
leadership level to get that banner in

311
00:11:55,676 --> 00:11:58,236
place so that we can start tracking. So

312
00:11:58,636 --> 00:12:01,116
you know analytics can be like deep

313
00:12:01,116 --> 00:12:03,156
into site migrations and

314
00:12:03,156 --> 00:12:05,596
complexity. But I mean, I've run across

315
00:12:05,916 --> 00:12:07,756
like people who just don't even have

316
00:12:07,756 --> 00:12:09,836
analytics on their website. So really

317
00:12:09,836 --> 00:12:12,476
basic stuff. Yeah, and and there's

318
00:12:12,476 --> 00:12:14,596
definitely discrepancies. Like even, so

319
00:12:14,596 --> 00:12:15,516
when you're going through site

320
00:12:15,516 --> 00:12:17,876
migrations, right, and you're planning on

321
00:12:17,876 --> 00:12:19,756
a new tech stack, you're gonna have to

322
00:12:19,756 --> 00:12:22,396
assume that they're gonna report just

323
00:12:22,396 --> 00:12:24,556
differently. Yeah. This is something that

324
00:12:24,636 --> 00:12:27,356
I've always faced in the entirety of my

325
00:12:27,356 --> 00:12:29,676
career. Yeah. Is that the numbers you get

326
00:12:29,676 --> 00:12:32,396
from one platform almost rarely match a

327
00:12:33,196 --> 00:12:35,276
different platform. Yeah. And so,

328
00:12:35,836 --> 00:12:38,556
That really what ends up happening is, is

329
00:12:38,556 --> 00:12:40,796
that that causes a lot of confusion,

330
00:12:41,116 --> 00:12:42,556
especially amongst leadership when they

331
00:12:42,556 --> 00:12:44,436
just say, hey, I just want these numbers

332
00:12:44,436 --> 00:12:46,236
to match because that means I can trust

333
00:12:46,556 --> 00:12:48,796
in what you're saying. Yeah. And it's

334
00:12:48,796 --> 00:12:51,476
really important that you develop a

335
00:12:51,476 --> 00:12:53,676
source of truth. We talk about this a lot

336
00:12:53,676 --> 00:12:55,916
here. And it's because it really

337
00:12:55,916 --> 00:12:57,796
eliminates this confusion. Yeah, yeah,

338
00:12:57,876 --> 00:12:59,916
yeahAnd our analytics department is

339
00:12:59,916 --> 00:13:02,636
really focused on that because we know

340
00:13:02,636 --> 00:13:05,516
that if your leadership can trust your

341
00:13:05,516 --> 00:13:08,396
data and your reports, they are more

342
00:13:08,396 --> 00:13:11,036
likely to be confident and therefore

343
00:13:11,516 --> 00:13:13,196
you get more buy-in on a lot of the

344
00:13:13,196 --> 00:13:15,276
initiatives that you want to run, that

345
00:13:15,276 --> 00:13:17,996
you know will grow. And so implementing

346
00:13:17,996 --> 00:13:20,796
that source of truth is so vital.

347
00:13:20,876 --> 00:13:23,116
Yeah, Yeah for sure. AndLike one of the

348
00:13:23,356 --> 00:13:25,316
big kind of disruptions that we had

349
00:13:25,316 --> 00:13:28,036
recently was going from Universal

350
00:13:28,036 --> 00:13:30,716
Analytics to GA4. There was a lot of

351
00:13:30,716 --> 00:13:33,555
like uncertainty about, okay, how does

352
00:13:33,555 --> 00:13:35,995
this data look now in the new

353
00:13:36,395 --> 00:13:39,155
GA4 platform?How can we map that

354
00:13:39,155 --> 00:13:41,835
back to Universal Analytics?And that

355
00:13:42,315 --> 00:13:45,035
honestly is not an easy thing to do. The

356
00:13:45,035 --> 00:13:47,435
views of the data are very different,

357
00:13:48,235 --> 00:13:50,875
and so having that kind ofability to

358
00:13:50,875 --> 00:13:53,275
track back and put together a good event

359
00:13:53,275 --> 00:13:55,995
measurement plan in GA4 that's

360
00:13:55,995 --> 00:13:58,715
representative of Universal Analytics is

361
00:13:59,035 --> 00:14:00,515
is something that I think a lot of

362
00:14:00,515 --> 00:14:03,035
companies struggle with, and and so

363
00:14:03,035 --> 00:14:05,595
having a good analytics team who can

364
00:14:05,595 --> 00:14:08,235
really help you understand how to map

365
00:14:08,235 --> 00:14:10,795
those things back is is important. I'll

366
00:14:10,795 --> 00:14:13,475
just say, too, around like KPIs and

367
00:14:13,475 --> 00:14:15,915
things like that. You know some of the

368
00:14:15,915 --> 00:14:18,235
things that I you'll hear me railing on

369
00:14:18,235 --> 00:14:20,395
all the time and all my LinkedIn content

370
00:14:20,795 --> 00:14:22,955
is about like getting alignment on what

371
00:14:22,955 --> 00:14:25,675
your KPIs are, making sure everybody has

372
00:14:25,675 --> 00:14:28,195
agreed upon source of truth. Because when

373
00:14:28,195 --> 00:14:30,595
those and like we aren't perfect at

374
00:14:30,595 --> 00:14:32,515
Agurian at this either, but it is

375
00:14:32,515 --> 00:14:35,315
something that we were really. Trying to

376
00:14:35,355 --> 00:14:37,315
make sure we have a clear focus on is

377
00:14:37,315 --> 00:14:40,235
like, let's make sure that we understand

378
00:14:40,395 --> 00:14:42,955
the KPI's that our clients are, you know,

379
00:14:42,955 --> 00:14:45,315
going to be held responsible for. Let's

380
00:14:45,315 --> 00:14:47,435
align on those things. Let's make sure

381
00:14:47,435 --> 00:14:49,755
that all of our tactics and strategies

382
00:14:49,995 --> 00:14:52,155
are driving towards those things. And

383
00:14:52,155 --> 00:14:54,755
then where is it that we find?the

384
00:14:54,755 --> 00:14:56,715
data that tells us we're having success

385
00:14:56,715 --> 00:14:58,715
or not. I mean, we've had you know

386
00:14:58,715 --> 00:15:01,595
recently even where a client has said,

387
00:15:01,595 --> 00:15:03,835
well, but here's some data out of this

388
00:15:03,915 --> 00:15:06,075
CRM that we didn't even know existed

389
00:15:06,475 --> 00:15:08,275
that's showing you know these numbers.

390
00:15:08,275 --> 00:15:10,155
And we're like, oh, well, we were using

391
00:15:10,155 --> 00:15:13,115
this source of truth to tell us that

392
00:15:13,115 --> 00:15:14,635
we were having success. And they're like,

393
00:15:14,635 --> 00:15:16,635
well, this is what this is saying. So we

394
00:15:16,635 --> 00:15:19,315
had to like step back and and

395
00:15:19,355 --> 00:15:21,995
realign again. And so you know that

396
00:15:21,995 --> 00:15:24,355
misalignmentis something that's

397
00:15:24,355 --> 00:15:26,635
super important. We need to like make

398
00:15:26,635 --> 00:15:28,155
sure we're solving for them, make sure

399
00:15:28,155 --> 00:15:30,475
we're asking the right questions, make

400
00:15:30,475 --> 00:15:33,035
sure that we understand what that source

401
00:15:33,035 --> 00:15:35,995
of truth is. And how often do you

402
00:15:35,995 --> 00:15:38,035
meet marketers that say, Yeah,

403
00:15:38,155 --> 00:15:40,795
we're aligned with the sales team on our

404
00:15:40,795 --> 00:15:43,515
metrics?Yeah, I mean, the whole

405
00:15:43,755 --> 00:15:46,475
marketing sales handshake is

406
00:15:46,635 --> 00:15:49,355
is fraught with complexity. I

407
00:15:49,355 --> 00:15:52,155
do think that companies that are really

408
00:15:52,155 --> 00:15:54,235
focusing on their like CRM

409
00:15:54,235 --> 00:15:56,955
implementation and they're getting buy-in

410
00:15:56,955 --> 00:15:59,835
from both marketing and sales, that helps

411
00:15:59,835 --> 00:16:01,595
create a common language.

412
00:16:02,635 --> 00:16:04,555
And so I would encourage everybody to

413
00:16:04,555 --> 00:16:07,275
really like lean on the CRM

414
00:16:07,555 --> 00:16:09,675
because that allows marketers to talk

415
00:16:09,835 --> 00:16:12,155
revenue, it allows marketers to talk

416
00:16:12,395 --> 00:16:14,875
leads, qualified leads.

417
00:16:15,195 --> 00:16:17,835
And that helps us kind of bridge that

418
00:16:17,915 --> 00:16:20,155
gap or like make that handshake a little

419
00:16:20,155 --> 00:16:22,035
stronger. Yeah, and that's a great point.

420
00:16:22,035 --> 00:16:24,075
I mean, so once, you know, if the

421
00:16:24,075 --> 00:16:25,995
marketing team becomes really confident

422
00:16:25,995 --> 00:16:28,275
with what the sales team or what the

423
00:16:28,275 --> 00:16:29,515
leadership is looking at, which is

424
00:16:29,515 --> 00:16:30,995
usually gonna be sales numbers and

425
00:16:30,995 --> 00:16:33,715
revenue numbers, if you can see that,

426
00:16:33,715 --> 00:16:35,594
then you can back your way into, well,

427
00:16:36,074 --> 00:16:38,234
can I connect my marketing analytics or

428
00:16:38,234 --> 00:16:41,194
web analytics data to your CRM, right,

429
00:16:41,194 --> 00:16:43,914
because ultimately we wanna learnHow do

430
00:16:43,914 --> 00:16:46,274
we get more of these sales?Yep.

431
00:16:46,634 --> 00:16:49,434
And how do we map their behavior before

432
00:16:49,434 --> 00:16:51,834
they closed?Yep. Or before they bought

433
00:16:51,834 --> 00:16:54,594
something?I was just gonna say, like, and

434
00:16:54,594 --> 00:16:56,314
marketers can really leverage these

435
00:16:56,314 --> 00:16:58,554
connections with CRM, right?So we talk a

436
00:16:58,554 --> 00:17:00,474
lot about closed loop analytics. Yeah.

437
00:17:00,874 --> 00:17:03,594
And So what that allows us to do is. Get

438
00:17:03,594 --> 00:17:06,114
beyond kind of, oh, you know, we were

439
00:17:06,114 --> 00:17:08,634
able to drive this many clicks or

440
00:17:08,634 --> 00:17:10,714
impressions, then this many clicks to the

441
00:17:10,714 --> 00:17:13,274
website. We were able to drive this many

442
00:17:13,274 --> 00:17:15,914
conversions. Well, we can get beyond the

443
00:17:15,914 --> 00:17:17,634
conversion with closed loop where we're

444
00:17:17,634 --> 00:17:20,154
reaching into the CRM, seeing the sales.

445
00:17:20,794 --> 00:17:23,674
Teams activity and when something turns

446
00:17:23,674 --> 00:17:26,474
into like a closed one deal, now we can

447
00:17:26,514 --> 00:17:28,674
attribute that all the way back, connect

448
00:17:28,674 --> 00:17:30,794
that back to where did that come from?

449
00:17:30,794 --> 00:17:33,274
Yeah, and it allows us as marketers then

450
00:17:33,274 --> 00:17:35,754
to like inform our, you know,

451
00:17:35,754 --> 00:17:37,834
campaigns, strategies. There's

452
00:17:37,834 --> 00:17:39,834
connections that can be made between

453
00:17:39,994 --> 00:17:42,554
CRM's and platforms like Google Ads that

454
00:17:42,554 --> 00:17:44,874
allow you to, you know, take the.

455
00:17:45,514 --> 00:17:47,994
the audience, which is closed won deals

456
00:17:47,994 --> 00:17:50,554
in the CRM, and find me more of those

457
00:17:50,554 --> 00:17:52,874
people. Yeah And so when we're doing our

458
00:17:52,874 --> 00:17:54,874
best work, I think we're able to close

459
00:17:54,874 --> 00:17:56,874
the loop for our clients on those

460
00:17:56,874 --> 00:17:59,274
analytics. And that really helps

461
00:17:59,274 --> 00:18:01,594
establish that strong handshake between

462
00:18:01,834 --> 00:18:03,434
sales and marketing. And now we're all

463
00:18:03,434 --> 00:18:05,274
talking the same language. Now we're all

464
00:18:05,274 --> 00:18:07,594
focused on driving closed won

465
00:18:07,994 --> 00:18:10,794
deals. And it feels really clear

466
00:18:10,794 --> 00:18:13,354
in terms of all of your advertising

467
00:18:13,354 --> 00:18:16,154
spend. can be focused on

468
00:18:16,434 --> 00:18:18,794
essentially farming, you know, gathering

469
00:18:18,794 --> 00:18:21,674
these people that you know for certain

470
00:18:21,914 --> 00:18:24,754
have closed. And so, yeah, that closed

471
00:18:24,754 --> 00:18:27,474
loop analytics, getting the CRM to

472
00:18:27,474 --> 00:18:30,474
talk with your web analytics platforms, I

473
00:18:30,474 --> 00:18:32,874
mean, it really unlocks this this whole

474
00:18:32,954 --> 00:18:34,914
other level. And then ultimately if

475
00:18:34,914 --> 00:18:37,274
marketing and sales can align, as we all

476
00:18:37,274 --> 00:18:38,754
know, I mean, if you're driving in your

477
00:18:38,754 --> 00:18:41,154
car listening to this,I mean, it is it is

478
00:18:41,154 --> 00:18:43,034
a very big point of conversation. Yeah.

479
00:18:43,274 --> 00:18:45,274
But when you can work and align together,

480
00:18:45,314 --> 00:18:46,954
I mean, it's such a beautiful thing.

481
00:18:47,114 --> 00:18:48,714
Yeah. You're on the same team.

482
00:18:48,794 --> 00:18:51,074
Recently, we just signed an

483
00:18:51,114 --> 00:18:54,074
analytics project with a company. They

484
00:18:54,074 --> 00:18:56,554
wanna do you know paid media, they wanna

485
00:18:56,554 --> 00:18:59,354
do SEO, but the the marketing

486
00:18:59,354 --> 00:19:01,874
leader who's new, it's an organization

487
00:19:01,874 --> 00:19:04,554
that has been traditionallyyou

488
00:19:04,554 --> 00:19:07,434
know, going to trade shows.

489
00:19:07,434 --> 00:19:09,754
It's like in the engineering space.

490
00:19:10,794 --> 00:19:13,514
And so you know they're they're very much

491
00:19:13,514 --> 00:19:15,874
like have a sales team that's like cold

492
00:19:15,874 --> 00:19:17,754
calling, reaching out. They're going to

493
00:19:17,754 --> 00:19:20,034
trade shows, very like traditional kind

494
00:19:20,034 --> 00:19:22,834
of marketing. And she's come in to

495
00:19:22,874 --> 00:19:25,194
kind of take them to the next level from

496
00:19:25,194 --> 00:19:27,874
a digital perspective. So the very first

497
00:19:27,874 --> 00:19:29,674
thing, I think it was super smart, she's

498
00:19:29,674 --> 00:19:32,274
like, OK, we have to choose a CRM. And

499
00:19:32,274 --> 00:19:34,194
she got on the same page with the sales

500
00:19:34,194 --> 00:19:36,313
team, and they figured out what CRM they

501
00:19:36,313 --> 00:19:38,313
were going to all use, and got

502
00:19:38,313 --> 00:19:40,473
leadership's buy-in. So now leaders are

503
00:19:40,473 --> 00:19:42,833
saying, this is what we're going to use.

504
00:19:42,833 --> 00:19:44,473
Sales team, you have to use this.

505
00:19:44,473 --> 00:19:46,393
Marketing, you have to use this. So they

506
00:19:46,393 --> 00:19:48,873
got that kind of buy-in at that level.

507
00:19:49,353 --> 00:19:52,073
The The next thing she decided to do

508
00:19:52,233 --> 00:19:54,153
was, hey, let's get all of our

509
00:19:54,153 --> 00:19:55,833
closed-loop analytics and all of our

510
00:19:55,833 --> 00:19:58,633
analytics and everything, platforms, set

511
00:19:58,753 --> 00:20:01,353
up. So we have this short kind of

512
00:20:01,353 --> 00:20:04,313
term analytics project to get all of

513
00:20:04,313 --> 00:20:07,193
the the, you know, wiring connected on

514
00:20:07,193 --> 00:20:09,913
the back end. Yeah. And then in a month's

515
00:20:09,913 --> 00:20:11,873
time we'll start doing paid media with

516
00:20:11,873 --> 00:20:14,633
them and and she'll know that we have

517
00:20:14,633 --> 00:20:17,113
everything like the measurement strategy,

518
00:20:17,273 --> 00:20:20,193
the event plan all set up. It's

519
00:20:20,193 --> 00:20:21,913
where you got closed-loop analytics

520
00:20:21,913 --> 00:20:24,193
closed-loop analytics set up Yeah, and so

521
00:20:24,193 --> 00:20:25,913
now now they're in a good place to

522
00:20:25,993 --> 00:20:28,913
actually start deploying Ad dollars

523
00:20:28,913 --> 00:20:30,353
where they're gonna be able to

524
00:20:30,353 --> 00:20:32,593
understand, you know, is it working?Isn't

525
00:20:32,593 --> 00:20:34,473
it working?What's working?What isn't

526
00:20:34,473 --> 00:20:37,353
working, right?So super smart and I just

527
00:20:37,353 --> 00:20:39,593
think kind of that that analytics first

528
00:20:39,593 --> 00:20:42,313
approach is a great way to think

529
00:20:42,313 --> 00:20:44,873
about You know marketing from a digital

530
00:20:44,873 --> 00:20:47,353
perspective. Yeah, I mean, so if you're

531
00:20:47,353 --> 00:20:49,433
thinking about, okayI've been hearing

532
00:20:49,433 --> 00:20:51,193
about this source of truth. What are the

533
00:20:51,193 --> 00:20:54,113
high-level steps that you know I need to

534
00:20:54,113 --> 00:20:55,913
do?I mean, first, I think it is that

535
00:20:55,913 --> 00:20:58,353
shared common language around the metrics

536
00:20:58,353 --> 00:21:00,273
that matter to the business, right?So

537
00:21:00,273 --> 00:21:02,793
what you can, once you get that KPI

538
00:21:02,793 --> 00:21:04,433
figured out and the objectives of the

539
00:21:04,433 --> 00:21:06,673
organization, then you really need to

540
00:21:06,673 --> 00:21:08,073
look at your data sources and the

541
00:21:08,073 --> 00:21:10,393
platforms that currently give you that

542
00:21:10,393 --> 00:21:13,073
information so you can decide how many of

543
00:21:13,073 --> 00:21:16,073
these platforms actuallySupport or

544
00:21:16,153 --> 00:21:18,153
get you this data. Yeah. And then now you

545
00:21:18,153 --> 00:21:20,073
can decide, well, what is this a good

546
00:21:20,313 --> 00:21:22,153
platform?Yep. Should I move to a

547
00:21:22,153 --> 00:21:24,073
different platform?Because what you

548
00:21:24,073 --> 00:21:25,673
really want when you're choosing a data

549
00:21:25,673 --> 00:21:28,233
platform is that it's robust and it can

550
00:21:28,233 --> 00:21:29,673
integrate with a lot of different data

551
00:21:29,673 --> 00:21:32,473
sources so that it can collect into one

552
00:21:32,473 --> 00:21:34,633
place, again, one source of truth. And it

553
00:21:34,633 --> 00:21:36,793
makes it a lot easier to implement in

554
00:21:36,793 --> 00:21:38,673
your reporting as well. And once you

555
00:21:38,673 --> 00:21:40,593
choose that platform, if that's in the

556
00:21:40,593 --> 00:21:41,753
stage that you're in, then you start

557
00:21:41,753 --> 00:21:44,233
getting into just. Standardizing. Okay,

558
00:21:44,233 --> 00:21:46,313
now that we've understood the definitions

559
00:21:46,313 --> 00:21:48,953
and so forth, we need to make sure we can

560
00:21:49,273 --> 00:21:51,833
understand what does lifetime value

561
00:21:51,913 --> 00:21:54,833
actually mean?And let's agree on this

562
00:21:54,833 --> 00:21:56,833
formula together. Once you get the

563
00:21:56,833 --> 00:21:58,473
standardized definitions and

564
00:21:58,473 --> 00:22:00,753
calculations, then it really gets into,

565
00:22:01,273 --> 00:22:03,033
you know, where you're looking at like

566
00:22:03,033 --> 00:22:05,033
EPL or like how you're processing this

567
00:22:05,033 --> 00:22:07,313
data, how are you integrating and

568
00:22:07,313 --> 00:22:08,873
centralizing?This is where you get into

569
00:22:08,873 --> 00:22:11,153
like the data structure and importing all

570
00:22:11,153 --> 00:22:13,193
of that and thenThen you really need,

571
00:22:13,193 --> 00:22:15,433
then you're reaching another level where

572
00:22:15,433 --> 00:22:18,393
you need a full-time team managing this

573
00:22:18,393 --> 00:22:20,833
warehousing of all this data to make sure

574
00:22:20,833 --> 00:22:23,313
everything is functioning properly and

575
00:22:23,313 --> 00:22:26,313
optimizing how they work. And then then

576
00:22:26,313 --> 00:22:27,913
you just have to continue to work with

577
00:22:27,913 --> 00:22:30,073
your stakeholders to educate them

578
00:22:30,073 --> 00:22:32,073
throughout this whole process. And so at

579
00:22:32,073 --> 00:22:33,913
a high level, as you think about where

580
00:22:33,913 --> 00:22:35,992
you're at as an organization, consider

581
00:22:35,992 --> 00:22:37,272
where you are, if you have that shared

582
00:22:37,272 --> 00:22:39,751
language, okay, let's start lookingdata

583
00:22:39,751 --> 00:22:41,831
sources. If you've got that covered okay

584
00:22:41,831 --> 00:22:44,071
then let's you know maybe it's figuring

585
00:22:44,071 --> 00:22:46,431
out how do I choose the right platform is

586
00:22:46,431 --> 00:22:48,151
it Google Analytics or is it Adobe you

587
00:22:48,151 --> 00:22:50,631
know whatever you decide. So that should

588
00:22:50,631 --> 00:22:52,751
help you decide what the first step you

589
00:22:52,751 --> 00:22:55,431
can take to getting source of truth. I

590
00:22:55,431 --> 00:22:58,271
talked a little bit about reporting yeah

591
00:22:58,471 --> 00:23:01,111
and this is also a hot topic that we like

592
00:23:01,111 --> 00:23:03,191
to talk about here at Augurian and it's

593
00:23:03,351 --> 00:23:05,911
really the difference between a report

594
00:23:06,391 --> 00:23:07,911
And reporting. And I know you like to

595
00:23:07,911 --> 00:23:09,511
talk about this a lot, Josh. Yeah, that's

596
00:23:09,511 --> 00:23:11,351
kind of my my tagline.

597
00:23:11,511 --> 00:23:13,991
We don't just do reports, we do

598
00:23:13,991 --> 00:23:16,711
reporting. And I think that basically

599
00:23:16,991 --> 00:23:19,991
what that's about is saying-- I've heard

600
00:23:19,991 --> 00:23:22,111
plenty of people come to me and say, you

601
00:23:22,111 --> 00:23:23,711
know our current agency sends us all

602
00:23:23,711 --> 00:23:25,751
these reports. There's a bunch of like

603
00:23:25,751 --> 00:23:28,071
green arrows pointing up, a bunch of red

604
00:23:28,071 --> 00:23:30,871
arrows pointing down. But it's a lot of

605
00:23:30,871 --> 00:23:33,031
data, and I don't know you know what I

606
00:23:33,031 --> 00:23:35,631
should be paying attention to, how to

607
00:23:35,631 --> 00:23:37,911
make sense of all this data. Are we

608
00:23:37,911 --> 00:23:40,631
seeing success?Aren't we?And so, yeah, I

609
00:23:40,631 --> 00:23:42,871
think where the difference between

610
00:23:43,111 --> 00:23:45,271
sending reports and reporting is really

611
00:23:45,271 --> 00:23:48,231
around insights and recommendations.

612
00:23:48,631 --> 00:23:51,351
And so what we, I think, need to do

613
00:23:51,351 --> 00:23:54,151
as marketers is

614
00:23:54,471 --> 00:23:57,111
Make sure that we are distilling

615
00:23:57,111 --> 00:24:00,071
down what the most important pieces of

616
00:24:00,231 --> 00:24:02,871
any report are. Like, what is it that

617
00:24:02,871 --> 00:24:05,431
this report is telling us?What are we

618
00:24:05,431 --> 00:24:08,231
paying attention to?And then based

619
00:24:08,231 --> 00:24:10,671
on those insights, what are our like next

620
00:24:10,671 --> 00:24:13,351
steps and recommendations?Now the other

621
00:24:13,351 --> 00:24:15,831
thing is. we have to think about like who

622
00:24:15,831 --> 00:24:18,231
is the audience of the report. And so

623
00:24:18,231 --> 00:24:20,951
like at Augurian, we'll create reports

624
00:24:21,111 --> 00:24:23,271
that are for the in-house team that's

625
00:24:23,271 --> 00:24:25,351
pretty in the weeds, and they really want

626
00:24:25,351 --> 00:24:28,311
to understand in-depth how things

627
00:24:28,311 --> 00:24:30,791
are working and get those like very

628
00:24:30,791 --> 00:24:33,591
tactical recommendations. But we also

629
00:24:33,591 --> 00:24:35,711
will create reports for like the

630
00:24:35,711 --> 00:24:38,711
executive level, where it's very much

631
00:24:38,711 --> 00:24:41,671
a high-level report, and we've found that

632
00:24:41,671 --> 00:24:44,631
our in-house teams really loveus

633
00:24:44,791 --> 00:24:47,631
creating a more executive summary that

634
00:24:47,631 --> 00:24:50,391
they can then pass on and socialize with

635
00:24:50,391 --> 00:24:53,111
leaders to keep them abreast of like how

636
00:24:53,111 --> 00:24:55,471
things are going without having to get

637
00:24:55,471 --> 00:24:57,591
them in the weeds or have to give them

638
00:24:57,591 --> 00:25:00,151
like this like really in-depth analysis

639
00:25:00,151 --> 00:25:02,471
that you know we don't we don't need them

640
00:25:02,471 --> 00:25:04,631
or want them really to be like you know

641
00:25:04,871 --> 00:25:07,511
focused on on the nitty-gritty. We need

642
00:25:07,511 --> 00:25:09,991
them to have buy-in on like the bigger

643
00:25:09,991 --> 00:25:11,991
picture and where it's going. Yeah. I

644
00:25:11,991 --> 00:25:14,311
mean, if your dashboard or your

645
00:25:14,311 --> 00:25:17,191
report is not driving any kind of

646
00:25:17,191 --> 00:25:19,231
action, you have to address it. Yeah.

647
00:25:19,991 --> 00:25:22,071
When I was early on in my career, right,

648
00:25:22,071 --> 00:25:25,031
I was in SEO for a while and

649
00:25:25,031 --> 00:25:27,031
the reports that I was creating was just

650
00:25:27,031 --> 00:25:28,671
full of numbers because it made sense to

651
00:25:28,671 --> 00:25:30,591
me because I was in the weeds. I

652
00:25:30,591 --> 00:25:32,871
understood. If this number was this way,

653
00:25:32,871 --> 00:25:34,351
then I know exactly where I need to go.

654
00:25:34,351 --> 00:25:35,751
But that's because that was my

655
00:25:35,751 --> 00:25:38,150
responsibility. Right. But you know just

656
00:25:38,150 --> 00:25:40,390
like you mentioned, the further away that

657
00:25:40,390 --> 00:25:43,030
someone is from being in the weeds or in

658
00:25:43,030 --> 00:25:45,390
the trenches of really understanding the

659
00:25:45,390 --> 00:25:47,990
nitty gritty, the more translations that

660
00:25:47,990 --> 00:25:50,910
you need to do for them to understand.

661
00:25:51,190 --> 00:25:53,950
Because their whole responsibility is to

662
00:25:53,950 --> 00:25:56,470
make a strategic decision. Do I

663
00:25:56,470 --> 00:25:59,150
move these dollars into this area

664
00:25:59,350 --> 00:26:01,710
or this strategy?I don't need to know

665
00:26:01,710 --> 00:26:04,550
necessarily the specific tactics or let's

666
00:26:04,550 --> 00:26:06,630
just say the click through rates or the

667
00:26:06,630 --> 00:26:09,070
rankings of the specific keyword or the

668
00:26:09,590 --> 00:26:12,110
CPC's of this. They need to understand,

669
00:26:12,110 --> 00:26:14,790
OK, is this channel performing

670
00:26:14,790 --> 00:26:17,270
better or worse in terms of ROI?

671
00:26:17,670 --> 00:26:19,390
and how much I can squeeze out of this in

672
00:26:19,390 --> 00:26:20,870
a different channel. And that's what I

673
00:26:20,870 --> 00:26:23,190
need to know. Yep. Or if it isn't, if

674
00:26:23,190 --> 00:26:25,270
it's underperforming, why do we think

675
00:26:25,270 --> 00:26:27,350
it's underperforming?And then what are

676
00:26:27,350 --> 00:26:29,910
our next best steps to take?

677
00:26:30,870 --> 00:26:33,590
I do think that we talk about insights,

678
00:26:33,590 --> 00:26:36,070
we talk about reporting. In the end,

679
00:26:36,870 --> 00:26:39,830
as marketers, we need to be able to have

680
00:26:39,910 --> 00:26:42,550
a story to tell. There has to be a a

681
00:26:42,550 --> 00:26:45,270
narrative. Every year, we put

682
00:26:45,270 --> 00:26:47,950
together a plan. We have an idea about

683
00:26:47,950 --> 00:26:50,870
how we're going to capture leads or

684
00:26:50,870 --> 00:26:52,710
how we're going to generate e-comm

685
00:26:52,710 --> 00:26:55,190
revenue or what have you. And we need to

686
00:26:55,190 --> 00:26:58,070
be able to like tell a story

687
00:26:58,070 --> 00:27:00,790
through data about how is that plan

688
00:27:00,790 --> 00:27:03,590
actually going. Are there factors that

689
00:27:03,590 --> 00:27:06,150
may be influencing like why we need to

690
00:27:06,150 --> 00:27:09,030
change the plan mid-course?Could there

691
00:27:09,030 --> 00:27:11,750
be internal factors like

692
00:27:11,750 --> 00:27:13,990
we have a new product launch that we're

693
00:27:13,990 --> 00:27:16,910
puttingDollars behind that we didn't have

694
00:27:16,910 --> 00:27:19,550
in our original plan. Are there

695
00:27:19,550 --> 00:27:21,510
external factors like you know

696
00:27:21,510 --> 00:27:23,430
competitors that are doing things

697
00:27:23,590 --> 00:27:25,830
differently or have launched something

698
00:27:25,830 --> 00:27:28,270
new?Is our messaging, are we seeing that

699
00:27:28,270 --> 00:27:30,710
our messaging isn't resonating somehow

700
00:27:31,030 --> 00:27:33,350
with our target market and we need to

701
00:27:33,350 --> 00:27:35,590
like make that shift. So you know

702
00:27:36,230 --> 00:27:39,030
part I think of the role of a marketer is

703
00:27:39,030 --> 00:27:41,270
to be able to tell that story

704
00:27:41,670 --> 00:27:44,470
from. Here's where we said our plan was.

705
00:27:44,630 --> 00:27:46,710
Here's where we see ourselves today.

706
00:27:47,110 --> 00:27:49,350
Here's how that may differ from what we

707
00:27:49,350 --> 00:27:51,990
had you know thought would happen in our

708
00:27:51,990 --> 00:27:54,470
plan. And you got to like have that that

709
00:27:54,870 --> 00:27:57,350
arc or that narrative as a

710
00:27:57,350 --> 00:28:00,150
marketer, because otherwise leaders will

711
00:28:00,150 --> 00:28:02,630
kind of get disconnected or feel like

712
00:28:03,110 --> 00:28:05,910
this is this. like this plan is

713
00:28:05,910 --> 00:28:07,510
failing, and we don't we don't need to

714
00:28:07,510 --> 00:28:10,070
get into a spot where, as marketers,

715
00:28:10,230 --> 00:28:12,230
we're put into a position where we're

716
00:28:12,470 --> 00:28:14,710
like saying our plan is failing. What we

717
00:28:14,710 --> 00:28:16,710
need to be able to say is we're learning

718
00:28:17,110 --> 00:28:20,070
from our plan. Yeah We set out to do

719
00:28:20,070 --> 00:28:21,750
these things. We're learning.

720
00:28:23,430 --> 00:28:25,510
The game board has shifted a little bit,

721
00:28:25,750 --> 00:28:27,510
and we have to make different moves on

722
00:28:27,510 --> 00:28:28,310
the game board.

723
00:28:31,030 --> 00:28:33,910
are certainly what we need to try to be

724
00:28:33,910 --> 00:28:35,990
pulling out of our data at all times.

725
00:28:35,990 --> 00:28:38,989
Yeah, something that I learned also

726
00:28:38,989 --> 00:28:41,909
over time was that at first I was

727
00:28:41,989 --> 00:28:44,949
creating stories about SEO and how do we

728
00:28:44,949 --> 00:28:47,789
grow SEO and and so forth. And

729
00:28:47,789 --> 00:28:49,829
then I started to realize, you know,

730
00:28:49,989 --> 00:28:52,669
leadership is putting a stake in or a

731
00:28:52,669 --> 00:28:54,949
flag in the ground on a plan that

732
00:28:55,749 --> 00:28:57,909
On a plan, right?On a strategy that

733
00:28:57,909 --> 00:28:59,709
they're gonna put themselves on the line

734
00:28:59,709 --> 00:29:01,989
and say, this is what's gonna work. And

735
00:29:01,989 --> 00:29:04,069
then I started noticing, okay, well,

736
00:29:04,109 --> 00:29:06,949
whatever I'm talking about has to support

737
00:29:07,269 --> 00:29:09,989
or tell this leader, this might not

738
00:29:09,989 --> 00:29:11,749
work in the way that you think it might

739
00:29:11,749 --> 00:29:14,389
work. And as a leader, you're

740
00:29:14,629 --> 00:29:17,269
you're steering the ship, right?Yeah. And

741
00:29:17,989 --> 00:29:20,429
our roles as marketers is to be advisors,

742
00:29:20,429 --> 00:29:22,149
really advise them on whether or not

743
00:29:22,149 --> 00:29:24,669
their plan is working or not working. And

744
00:29:24,669 --> 00:29:27,429
so I I think if you've got a marketing

745
00:29:27,429 --> 00:29:29,949
team you know of a few people or even a

746
00:29:29,949 --> 00:29:32,309
large a large marketing team, I think

747
00:29:32,309 --> 00:29:34,149
it's important to remind them of, hey,

748
00:29:34,149 --> 00:29:36,349
these are the the overall like

749
00:29:36,349 --> 00:29:38,029
overarching narratives that we've got

750
00:29:38,029 --> 00:29:40,549
going on. How does what you're seeing in

751
00:29:40,549 --> 00:29:43,429
your day-to-day supporting or

752
00:29:43,429 --> 00:29:45,669
not like these initiatives that we have?

753
00:29:45,669 --> 00:29:47,829
Because I need to be able to tell that

754
00:29:47,829 --> 00:29:50,789
story that this plan isn't going to work.

755
00:29:51,269 --> 00:29:53,949
And this is what we should be doing

756
00:29:53,949 --> 00:29:55,749
instead. Yeah, and I think you know

757
00:29:55,749 --> 00:29:57,509
making sure that we're not just framing

758
00:29:57,509 --> 00:29:59,349
this as like a negative, like, oh my

759
00:29:59,349 --> 00:30:01,989
gosh, the plans never work. It's also

760
00:30:01,989 --> 00:30:04,869
like, oh my gosh, like this over

761
00:30:04,869 --> 00:30:07,469
here has really started to work. Yeah And

762
00:30:07,469 --> 00:30:09,749
like we need to double down on this. So I

763
00:30:09,749 --> 00:30:12,229
want to actually like reallocate

764
00:30:12,309 --> 00:30:15,189
budget away from the initial

765
00:30:15,189 --> 00:30:17,669
plan because, oh man, if we put more

766
00:30:17,669 --> 00:30:19,469
budget behind this, we're going to like

767
00:30:19,469 --> 00:30:22,469
kill it. And so it's not like this,

768
00:30:22,709 --> 00:30:25,189
oh, it's not working, woe is me kind of a

769
00:30:25,669 --> 00:30:28,309
narrative. It's more of a like, hey, here

770
00:30:28,309 --> 00:30:31,029
is how things have changed, and now we're

771
00:30:31,029 --> 00:30:33,589
seeing success over here that we may

772
00:30:33,829 --> 00:30:36,349
not have anticipated. And we need to be

773
00:30:36,349 --> 00:30:38,149
able to have those conversations about

774
00:30:38,309 --> 00:30:40,949
that learning and be able to then deploy

775
00:30:40,949 --> 00:30:43,669
towards other things that maybe weren't

776
00:30:45,109 --> 00:30:47,829
In the plan initially or were there

777
00:30:47,829 --> 00:30:49,429
weren't the biggest investment in the

778
00:30:49,429 --> 00:30:52,229
plan initially And so like not it's

779
00:30:52,229 --> 00:30:54,709
not a narrative of like woe is me the

780
00:30:54,709 --> 00:30:57,509
plan isn't working more of like What is

781
00:30:57,509 --> 00:31:00,469
working in the plan and how and we

782
00:31:00,469 --> 00:31:02,029
just need to be able to tell that story

783
00:31:02,029 --> 00:31:04,069
so we can shift dollars and reallocate

784
00:31:04,469 --> 00:31:06,949
effort Towards the things that we are

785
00:31:06,949 --> 00:31:09,189
seeing working. Yeah, I mean

786
00:31:09,909 --> 00:31:12,709
Again, for all you listeners or viewers,

787
00:31:12,709 --> 00:31:15,429
imagine that scenario, right?Imagine that

788
00:31:15,749 --> 00:31:18,389
your team is coming to you with advice,

789
00:31:18,629 --> 00:31:21,629
backed by data, to suggest this is

790
00:31:21,629 --> 00:31:23,669
something that's crushing it.

791
00:31:24,709 --> 00:31:27,189
You can go and be confident in your plan,

792
00:31:27,189 --> 00:31:29,189
or or hey, we need to shift so that you

793
00:31:29,189 --> 00:31:32,069
save the company from going down a

794
00:31:32,069 --> 00:31:34,869
wrong path. That is a reality, and that

795
00:31:34,869 --> 00:31:37,589
reality can only really exist when you

796
00:31:37,589 --> 00:31:39,668
haveAnalytics set up

797
00:31:40,028 --> 00:31:42,908
properly and you can get by.

798
00:31:42,908 --> 00:31:45,268
I think you can get by without

799
00:31:45,988 --> 00:31:48,188
a perfect analytics implementation, right?

800
00:31:48,188 --> 00:31:50,308
If you've got great product and great

801
00:31:50,308 --> 00:31:52,708
sales and customer service, that can take

802
00:31:52,708 --> 00:31:55,588
you to some distance. But

803
00:31:55,588 --> 00:31:57,148
when you're swimming with a bunch of

804
00:31:57,148 --> 00:31:59,268
sharks, you need to get an edge, right?

805
00:31:59,268 --> 00:32:01,108
You need an edge. And usually it's the

806
00:32:01,108 --> 00:32:03,588
learning is the edge. Yeah. And learning

807
00:32:03,668 --> 00:32:06,228
only happens with analytics. You look

808
00:32:06,228 --> 00:32:08,068
back at the numbers to see what worked

809
00:32:08,068 --> 00:32:10,788
and what didn't. And that is what ends up

810
00:32:11,188 --> 00:32:13,948
creating distance between you and the

811
00:32:13,988 --> 00:32:16,948
top competitors. And it has to be like

812
00:32:17,028 --> 00:32:19,748
a trusted source of truth. So like, when

813
00:32:19,748 --> 00:32:22,308
you're showing up,With leaders and saying

814
00:32:22,308 --> 00:32:24,428
this is what the data, you can't have a

815
00:32:24,428 --> 00:32:27,068
leader saying, well, you know, that's not

816
00:32:27,068 --> 00:32:29,188
what I'm seeing in the data or that's not

817
00:32:29,188 --> 00:32:31,668
my source of truth. My source of truth is

818
00:32:31,668 --> 00:32:33,588
over here. Like that just can't happen.

819
00:32:33,588 --> 00:32:35,628
We have to have an agreed upon, trusted

820
00:32:35,628 --> 00:32:37,588
source of truth so that we're making

821
00:32:37,588 --> 00:32:40,388
smart business decisions based on

822
00:32:40,388 --> 00:32:42,468
data and the insights that we're

823
00:32:42,468 --> 00:32:45,268
deriving. And I'll say a downstream

824
00:32:45,268 --> 00:32:47,988
effect of. of not having a

825
00:32:47,988 --> 00:32:50,708
source of truth is that when you see data

826
00:32:50,708 --> 00:32:52,708
differences in your reports from

827
00:32:52,708 --> 00:32:55,348
different platforms, I can't tell you how

828
00:32:55,348 --> 00:32:57,388
many hours I have spent trying to

829
00:32:57,388 --> 00:33:00,308
reconcile these different things when

830
00:33:00,308 --> 00:33:02,468
at the end of the day, directionally or

831
00:33:02,468 --> 00:33:04,708
in terms of like precision, it's all

832
00:33:04,708 --> 00:33:06,548
saying one thing. Yeah. But

833
00:33:07,668 --> 00:33:09,588
leadership might just get so caught up on

834
00:33:09,588 --> 00:33:11,508
the fact that this number is slightly

835
00:33:11,508 --> 00:33:13,468
different than this number or different

836
00:33:13,468 --> 00:33:15,988
enough. Like think about all the hours

837
00:33:16,068 --> 00:33:18,908
and and money spent on just reconciling

838
00:33:18,908 --> 00:33:21,788
these things when big picture, you need

839
00:33:21,788 --> 00:33:24,228
to understand what that narrative is. And

840
00:33:24,228 --> 00:33:26,868
so that's part of reporting.

841
00:33:26,948 --> 00:33:28,588
That's part of the source of truth. Like

842
00:33:28,588 --> 00:33:30,348
when you get analytics working for you,

843
00:33:31,188 --> 00:33:32,868
it's not owning you anymore. You're

844
00:33:32,868 --> 00:33:34,868
owning the data when you're in that type

845
00:33:34,868 --> 00:33:37,388
of position where you can be that

846
00:33:37,388 --> 00:33:39,988
advisor that leadership needs. You can

847
00:33:39,988 --> 00:33:42,588
trust in the direction of the data, and

848
00:33:42,588 --> 00:33:45,428
you're not spending so much time on

849
00:33:45,508 --> 00:33:47,828
these little issues that really don't

850
00:33:47,828 --> 00:33:49,668
change the trajectory of where you're

851
00:33:49,668 --> 00:33:52,388
trying to go. Yeah. Part

852
00:33:52,628 --> 00:33:55,188
of that narrative, too, is like,

853
00:33:55,588 --> 00:33:58,548
we recently had a client, they came in,

854
00:33:58,548 --> 00:34:00,628
they were doing paid media, spending a

855
00:34:00,628 --> 00:34:02,868
ton of money on their branded

856
00:34:03,268 --> 00:34:05,748
search. Right?So you know this is

857
00:34:05,748 --> 00:34:07,788
basically their name. They're paying to

858
00:34:07,788 --> 00:34:10,708
show up in Google Ads when their name

859
00:34:10,708 --> 00:34:12,708
was typed into Google. And

860
00:34:13,428 --> 00:34:15,588
we decided with leadership's

861
00:34:15,828 --> 00:34:18,268
alignment that we were going to

862
00:34:18,268 --> 00:34:21,108
divest from brand and put a lot more

863
00:34:21,108 --> 00:34:23,588
effort from a paid media perspective into

864
00:34:23,588 --> 00:34:26,388
non-brand. Well, that

865
00:34:26,388 --> 00:34:29,028
changes conversions,

866
00:34:29,668 --> 00:34:32,388
right?And so thenyou get leaders who are

867
00:34:32,388 --> 00:34:34,788
saying, well, like we were getting a lot

868
00:34:34,788 --> 00:34:37,588
more like conversions before.

869
00:34:37,988 --> 00:34:38,508
And

870
00:34:39,947 --> 00:34:42,947
from our paid media,

871
00:34:43,147 --> 00:34:45,387
what we needed to educate them on was the

872
00:34:45,387 --> 00:34:48,307
fact that, well, well we're going

873
00:34:48,307 --> 00:34:50,867
after non-branded search. So you know

874
00:34:50,867 --> 00:34:52,787
people who are converting on brand

875
00:34:52,787 --> 00:34:55,187
already know who you are. They're already

876
00:34:55,187 --> 00:34:57,427
fluent about your products or

877
00:34:57,427 --> 00:35:00,067
services. And so what we're trying to do

878
00:35:00,067 --> 00:35:02,467
is capture people who don't know who you

879
00:35:02,467 --> 00:35:05,427
are, and that's harder to do

880
00:35:05,427 --> 00:35:07,747
and we're going to see less conversion.

881
00:35:07,747 --> 00:35:10,387
So there's also like these disconnects

882
00:35:10,387 --> 00:35:12,707
that can happen where like you set out to

883
00:35:12,947 --> 00:35:15,347
do a strategy, you have it agreed upon,

884
00:35:15,587 --> 00:35:17,827
but then like the implications of what

885
00:35:17,827 --> 00:35:19,787
that means in the data may not be

886
00:35:19,787 --> 00:35:21,827
understood. And so then you have to go

887
00:35:21,827 --> 00:35:24,507
back and re-educate people about like

888
00:35:24,507 --> 00:35:26,627
what the implications were of that

889
00:35:26,987 --> 00:35:29,347
initial decision. Of course, we want to

890
00:35:29,347 --> 00:35:31,547
try to like nip that in the bud from the

891
00:35:31,547 --> 00:35:33,667
beginning so that everybody understands

892
00:35:33,667 --> 00:35:36,467
is aligned, but inevitably

893
00:35:36,467 --> 00:35:39,427
there can be leaders who are up a

894
00:35:39,427 --> 00:35:41,267
really high level and then they just show

895
00:35:41,267 --> 00:35:43,707
up and say like that number was this in

896
00:35:43,707 --> 00:35:45,827
the month of May and in this year the

897
00:35:45,827 --> 00:35:47,547
month of May looks like this. What's

898
00:35:47,547 --> 00:35:50,387
going on?Why are we down?And

899
00:35:50,707 --> 00:35:52,147
you know there's answers, there's a

900
00:35:52,147 --> 00:35:54,507
story, there's a narrative behind all of

901
00:35:54,507 --> 00:35:57,347
that. Soyou know We also

902
00:35:57,347 --> 00:35:59,907
have to just always be

903
00:36:00,387 --> 00:36:02,627
one step ahead of the game when it comes

904
00:36:02,627 --> 00:36:05,347
to like storytelling and education

905
00:36:05,667 --> 00:36:08,467
so that leaders are bought in and they're

906
00:36:08,467 --> 00:36:10,627
continuing to understand like

907
00:36:12,387 --> 00:36:14,947
the changes, the trade-offs in some of

908
00:36:14,947 --> 00:36:17,107
the changes in strategy that we might be

909
00:36:17,107 --> 00:36:19,667
recommending and making. Yeah, as

910
00:36:20,227 --> 00:36:22,227
I'm listening to you, I really find that

911
00:36:23,187 --> 00:36:25,267
I'm realizing or thinking that analytics

912
00:36:25,267 --> 00:36:27,667
really isIs a communication tool at that

913
00:36:27,667 --> 00:36:30,027
level, right?Because you need the

914
00:36:30,027 --> 00:36:31,987
analytics to be able to communicate

915
00:36:31,987 --> 00:36:34,147
effectively, assuming you're getting

916
00:36:34,147 --> 00:36:36,067
results and yada yada yada. But yeah, we

917
00:36:36,067 --> 00:36:37,747
talk about communication in a previous

918
00:36:37,747 --> 00:36:39,947
podcast, but it all comes down to, you

919
00:36:39,947 --> 00:36:41,747
know, like talking to your sales team,

920
00:36:41,747 --> 00:36:43,427
getting buy in. These are all.

921
00:36:44,307 --> 00:36:46,987
communications you know that you need to

922
00:36:46,987 --> 00:36:49,827
have regularly and proactively,

923
00:36:49,827 --> 00:36:51,827
especially the education part so that no

924
00:36:51,827 --> 00:36:54,787
one's surprised. Yeah In those surprises,

925
00:36:54,787 --> 00:36:56,387
you know you talked about, hey, you know

926
00:36:56,547 --> 00:36:58,827
a strategic shift might have happened,

927
00:36:58,827 --> 00:37:01,427
and that's why conversions aren't coming

928
00:37:01,427 --> 00:37:04,067
out the same as it did prior. Yeah

929
00:37:04,547 --> 00:37:06,707
There's also some other issues or some

930
00:37:06,707 --> 00:37:08,867
other scenarios that cause these

931
00:37:08,867 --> 00:37:11,667
situations, and that's when things break

932
00:37:11,827 --> 00:37:14,747
afterwards, and there's theseAnd

933
00:37:15,427 --> 00:37:18,067
it happens to everyone, no matter what

934
00:37:18,227 --> 00:37:21,027
setting or what team you have. And that's

935
00:37:21,027 --> 00:37:23,907
where just analytics issues just come

936
00:37:23,907 --> 00:37:25,827
up and all of a sudden you're no longer

937
00:37:25,827 --> 00:37:28,787
getting data. Yeah. And that is a

938
00:37:28,787 --> 00:37:31,667
nightmare when you don't fix that right

939
00:37:31,667 --> 00:37:33,587
when it happens. Yeah. I've been in

940
00:37:33,587 --> 00:37:36,387
situations where it went on

941
00:37:36,387 --> 00:37:39,187
for way too long. and then having to

942
00:37:39,187 --> 00:37:41,426
report on something like this, and

943
00:37:41,426 --> 00:37:43,906
there's no way you can explain the gap

944
00:37:43,906 --> 00:37:46,346
other than this was a human error. Yeah

945
00:37:46,386 --> 00:37:49,026
We didn't catch this sooner. That is a

946
00:37:49,026 --> 00:37:51,346
very hard conversation to have

947
00:37:51,346 --> 00:37:53,986
because, I mean, the relationships that

948
00:37:53,986 --> 00:37:55,746
we have with all of our clients, it's

949
00:37:55,746 --> 00:37:58,306
with trust. And if that

950
00:37:58,306 --> 00:38:01,226
happens in any month, you have to

951
00:38:01,226 --> 00:38:03,426
assume some of that trust was broken and

952
00:38:03,426 --> 00:38:04,706
you're going to have to really earn that

953
00:38:04,706 --> 00:38:07,666
weight back. And so,Once you've

954
00:38:07,666 --> 00:38:09,266
got, let's just say you've got your

955
00:38:09,266 --> 00:38:10,826
source of truth, you've got your

956
00:38:10,826 --> 00:38:13,346
reporting, you have to assume

957
00:38:13,346 --> 00:38:15,746
something might break at some point, and

958
00:38:15,746 --> 00:38:17,346
you need to have a process that catches

959
00:38:17,346 --> 00:38:20,306
that. And I know that, you know,

960
00:38:20,306 --> 00:38:23,106
Derek, Derek Turner, he's a VP of

961
00:38:23,106 --> 00:38:25,826
operations here, and he shared with us

962
00:38:25,986 --> 00:38:28,706
this anomaly detection that we're doing

963
00:38:28,706 --> 00:38:30,306
for all of our clients. And it's because

964
00:38:30,306 --> 00:38:32,706
of that pain, I think, of, hey, all of a

965
00:38:32,706 --> 00:38:35,226
sudden,We're not getting anything coming

966
00:38:35,226 --> 00:38:37,826
from like paid media or from SEO or

967
00:38:37,826 --> 00:38:39,746
whatever channel that I know you're

968
00:38:39,746 --> 00:38:41,506
really, you care a lot about. Yeah, yeah,

969
00:38:41,506 --> 00:38:44,386
yeahLet's just catch that right when it

970
00:38:44,466 --> 00:38:47,186
happens. And so I know I was like, this

971
00:38:47,186 --> 00:38:49,426
is brilliant. This is gonna save so much

972
00:38:49,426 --> 00:38:51,106
headaches, but it's also the flip side,

973
00:38:51,106 --> 00:38:52,786
right?You can also catch

974
00:38:53,746 --> 00:38:55,906
anomaly detection on the upside.

975
00:38:56,506 --> 00:38:58,866
All of a sudden you have maybe a referral

976
00:38:58,866 --> 00:39:01,626
source that is catching fire. It's

977
00:39:01,626 --> 00:39:02,866
telling you something. There's

978
00:39:02,866 --> 00:39:05,786
opportunity there. Let's strike

979
00:39:05,786 --> 00:39:08,586
while the iron is hot. And I know-- Yeah,

980
00:39:08,586 --> 00:39:11,346
I feel like the anomaly detection is

981
00:39:11,826 --> 00:39:14,066
a great little innovation that just is

982
00:39:14,066 --> 00:39:16,946
helping our team. And you can

983
00:39:17,106 --> 00:39:19,506
choose what those anomalies are.

984
00:39:19,986 --> 00:39:22,986
Some of them you can disregard. Let's

985
00:39:22,986 --> 00:39:25,346
say that our whatever

986
00:39:25,746 --> 00:39:27,826
conversions are down, while it might be

987
00:39:27,826 --> 00:39:30,626
because it's the23rd

988
00:39:30,626 --> 00:39:33,386
through the 25th of December. And so it's

989
00:39:33,386 --> 00:39:35,546
like, well, most people aren't shopping

990
00:39:35,546 --> 00:39:37,746
or doing whatever during those days. So

991
00:39:37,746 --> 00:39:40,066
we disregard certain anomalies, but

992
00:39:40,706 --> 00:39:43,026
it's really helped save our bacon, save

993
00:39:43,106 --> 00:39:46,106
the in-house team's bacon. You know, just

994
00:39:46,466 --> 00:39:49,386
happens a lot where new landing page gets

995
00:39:49,386 --> 00:39:52,386
stood up and a form on that landing

996
00:39:52,386 --> 00:39:55,186
page isn't like tracked. And

997
00:39:55,186 --> 00:39:57,826
so now we have landing pages on the

998
00:39:57,826 --> 00:39:59,626
website, and we're not tracking them

999
00:39:59,626 --> 00:40:02,466
properly. And so you know we

1000
00:40:02,466 --> 00:40:05,266
need to always be thinking about how is

1001
00:40:05,266 --> 00:40:08,146
it that either we're creating new

1002
00:40:08,146 --> 00:40:11,026
pages or changing things on pages that

1003
00:40:11,026 --> 00:40:13,986
might be breaking things. And so yeah, we

1004
00:40:13,986 --> 00:40:16,946
found that analytics can't be just,

1005
00:40:17,106 --> 00:40:19,186
hey, we're going to pay you for a one

1006
00:40:19,186 --> 00:40:21,826
month project to set up a measurement

1007
00:40:21,826 --> 00:40:24,066
plan. and then you know you're going to

1008
00:40:24,066 --> 00:40:27,066
go away and be done. Because as it kind

1009
00:40:27,066 --> 00:40:30,026
of ages, things start to break, things

1010
00:40:30,066 --> 00:40:32,306
get added to the website that then aren't

1011
00:40:32,306 --> 00:40:33,906
being tracked, and now you're just kind

1012
00:40:33,906 --> 00:40:36,546
of out again with a a source of

1013
00:40:36,546 --> 00:40:39,106
truth that isn't isn't really trusted.

1014
00:40:39,186 --> 00:40:41,825
So anyway, the importance of like always

1015
00:40:41,825 --> 00:40:43,425
having your eye on the ball from an

1016
00:40:43,425 --> 00:40:46,225
analytics perspective is is how we

1017
00:40:46,225 --> 00:40:48,945
think about it, and the anomaly detection

1018
00:40:48,945 --> 00:40:51,905
has really helped us. You know, show up

1019
00:40:51,905 --> 00:40:54,705
and say, hey, we noticed this thing.

1020
00:40:54,705 --> 00:40:57,585
Can you help us understand why this

1021
00:40:57,585 --> 00:41:00,385
change is happening?And many

1022
00:41:00,385 --> 00:41:03,105
times it's like, Oh my gosh, we stood up

1023
00:41:03,105 --> 00:41:05,745
this new thing or we eliminated that page

1024
00:41:05,745 --> 00:41:07,905
on our website. Well, that's where the

1025
00:41:08,145 --> 00:41:10,545
like the number one form was.

1026
00:41:11,505 --> 00:41:14,305
So anyway. All that is to say that

1027
00:41:14,345 --> 00:41:16,865
like catching stuff before clients has

1028
00:41:16,865 --> 00:41:19,665
been a real win for us. Helping them say

1029
00:41:19,665 --> 00:41:21,745
like, hey, this is happening on your

1030
00:41:21,745 --> 00:41:24,305
website, did you know that?And that being

1031
00:41:24,305 --> 00:41:27,025
like a insight that then we can learn

1032
00:41:27,025 --> 00:41:29,625
from and build off of, all of those

1033
00:41:29,625 --> 00:41:31,185
things have been important. You know, I

1034
00:41:31,185 --> 00:41:33,665
find the anomaly detection and things

1035
00:41:33,665 --> 00:41:35,945
like that when you catch issues early, it

1036
00:41:35,945 --> 00:41:38,545
allows you to be surprisingly

1037
00:41:38,945 --> 00:41:39,985
It gives you an opportunity to be

1038
00:41:39,985 --> 00:41:42,065
empathetic to to other people on the

1039
00:41:42,065 --> 00:41:44,865
team. Yeah. A lot of times, you know,

1040
00:41:46,065 --> 00:41:47,585
you would think, oh, why why didn't they

1041
00:41:47,585 --> 00:41:50,465
catch this?Why didn't web devs like catch

1042
00:41:50,465 --> 00:41:52,465
this or whoever made this change on?

1043
00:41:53,345 --> 00:41:54,945
We have to, you know, come from a place

1044
00:41:54,945 --> 00:41:56,865
of understanding and realize these

1045
00:41:56,865 --> 00:41:59,425
problems often happen because their

1046
00:41:59,425 --> 00:42:01,865
primary incentive is not necessarily to

1047
00:42:02,225 --> 00:42:04,585
focus on analytics. Their primary

1048
00:42:04,585 --> 00:42:06,345
incentive might be, I need to create a

1049
00:42:06,345 --> 00:42:08,385
beautiful landing page that converts well,

1050
00:42:08,785 --> 00:42:11,265
and is fulfilling the the

1051
00:42:11,265 --> 00:42:14,225
requirements of my my client or

1052
00:42:14,225 --> 00:42:17,105
or you know my manager. And

1053
00:42:17,745 --> 00:42:19,385
that's why in site migrations, for

1054
00:42:19,385 --> 00:42:21,985
example, you need multiple people from

1055
00:42:21,985 --> 00:42:24,465
different disciplines because they all

1056
00:42:24,465 --> 00:42:27,265
have incentives that are different. And

1057
00:42:27,625 --> 00:42:29,345
when you bring them together, then you

1058
00:42:29,345 --> 00:42:31,185
can make compromises and so forth.

1059
00:42:31,185 --> 00:42:34,145
Because I will say there are, even in the

1060
00:42:34,145 --> 00:42:36,465
SEO world, there's a perfect way or an

1061
00:42:36,465 --> 00:42:39,345
ideal way to do SEObut it actually adds

1062
00:42:39,345 --> 00:42:42,065
more time to development. Right.

1063
00:42:42,305 --> 00:42:44,625
But if you don't come from a place of

1064
00:42:44,625 --> 00:42:46,145
understanding, you'll just be like, okay,

1065
00:42:46,225 --> 00:42:47,545
why didn't you do it this way?I mean,

1066
00:42:47,545 --> 00:42:50,025
it's hurting us from an SEO perspective.

1067
00:42:50,545 --> 00:42:52,425
But then you realize, oh, because you

1068
00:42:52,425 --> 00:42:53,665
have to jump through a bunch of more

1069
00:42:53,665 --> 00:42:55,665
hoops, you gotta build, completely

1070
00:42:55,665 --> 00:42:57,345
rewrite it in some ways, and that also

1071
00:42:57,345 --> 00:42:59,025
happens with analytics and when it

1072
00:42:59,025 --> 00:43:01,505
breaks. And so I think these are, when

1073
00:43:01,505 --> 00:43:03,425
these issues do happen, and I'm sure

1074
00:43:03,425 --> 00:43:05,665
you've, all the listeners, you've

1075
00:43:05,825 --> 00:43:08,705
probably,have seen that. Understand that

1076
00:43:08,705 --> 00:43:10,065
it's just because the incentives are

1077
00:43:10,065 --> 00:43:12,545
different and it gives you an opportunity

1078
00:43:12,545 --> 00:43:14,105
to come from a place of understanding and

1079
00:43:14,105 --> 00:43:16,385
then therefore, how do we

1080
00:43:17,185 --> 00:43:20,145
how do we avoid this again?Yeah, there's

1081
00:43:20,225 --> 00:43:22,945
there's trade-offs and it's not like SEO

1082
00:43:22,945 --> 00:43:24,825
or analytics has to win on everything

1083
00:43:24,865 --> 00:43:26,665
either. We just need to have people

1084
00:43:26,665 --> 00:43:28,625
understanding like, okay, we're making

1085
00:43:28,625 --> 00:43:31,425
this choice today and this is the impact

1086
00:43:31,425 --> 00:43:34,225
that that choice is gonna make or have on

1087
00:43:34,625 --> 00:43:37,025
the situation. So anyway, yeah,

1088
00:43:37,905 --> 00:43:40,705
analytics is a complex box.

1089
00:43:41,344 --> 00:43:43,984
It is, yeah. Having a strong partner is

1090
00:43:44,384 --> 00:43:46,944
is really helpful. And

1091
00:43:47,664 --> 00:43:50,304
And yeah, I think people just need to

1092
00:43:50,944 --> 00:43:53,264
to make sure that they have that trusted

1093
00:43:53,264 --> 00:43:55,144
source of truth, yeah that it's agreed

1094
00:43:55,144 --> 00:43:57,104
upon, and we're aligning on what those

1095
00:43:57,104 --> 00:43:59,784
KPIs are, and then figuring out how we're

1096
00:43:59,784 --> 00:44:02,224
reporting out so that people are

1097
00:44:02,864 --> 00:44:05,264
hearing the stories, understanding the

1098
00:44:05,264 --> 00:44:07,984
narrative. And if you can do all of those

1099
00:44:07,984 --> 00:44:09,424
things, I think you're you're in a good

1100
00:44:09,424 --> 00:44:12,224
spot. Yeah. So I mean,

1101
00:44:12,544 --> 00:44:14,344
you know we've got the anomaly detection

1102
00:44:14,344 --> 00:44:16,424
and a lot of cool stuff going on with

1103
00:44:16,424 --> 00:44:18,944
this podcast. You know Any Any exciting

1104
00:44:18,944 --> 00:44:21,904
updates?Well, we had Laura

1105
00:44:21,904 --> 00:44:24,304
King on as a guest. That was a great

1106
00:44:24,304 --> 00:44:26,944
episode. That was super fun. I love

1107
00:44:27,344 --> 00:44:29,744
having the in-person kind of interview.

1108
00:44:31,264 --> 00:44:33,584
you know Previously, we're doing a lot of

1109
00:44:33,664 --> 00:44:36,624
online video interviews,

1110
00:44:36,624 --> 00:44:39,264
and those are great, but I'm excited that

1111
00:44:39,264 --> 00:44:41,344
I'm going to bring a couple of the people

1112
00:44:41,344 --> 00:44:43,584
from those like online video interviews

1113
00:44:43,984 --> 00:44:45,984
into the studio where we're going to be

1114
00:44:45,984 --> 00:44:48,024
able to do some in-person face-to-face

1115
00:44:48,024 --> 00:44:50,944
stuff. I'm looking forward to sharing

1116
00:44:50,944 --> 00:44:53,424
who those guests will be here in the near

1117
00:44:53,424 --> 00:44:56,224
future. Yeah. Yeah Well, thanks for

1118
00:44:56,384 --> 00:44:58,144
joining on the pod again, the Small But

1119
00:44:58,144 --> 00:45:00,424
Mighty Marketing Podcast. This is a

1120
00:45:00,424 --> 00:45:01,904
really important conversation about

1121
00:45:01,904 --> 00:45:04,544
analytics, and hopefully this helps you

1122
00:45:05,264 --> 00:45:07,504
change the relationship from data owning

1123
00:45:07,504 --> 00:45:09,904
you to you owning the data. Let's go.