Category: Books
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I Ask, You Answer: Buy AI For Marketers, Second Edition
Reversing the script today. I’m asking, and you’ll answer: please buy a copy of AI For Marketers, Second Edition. Why? What’s in it for you? This is a book to help marketers understand machine learning and how it applies to your work. You’ll learn what AI is and isn’t, the kinds of marketing problems it…
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You Ask, I Answer: Books About Google Analytics?
Rudy asks, “I would like to buy a bible in Google Analytics, which hard copy book do you recommend?” There isn’t one. The thing about Google Analytics – and any SaaS-based software – is that they are very fast-moving targets. Google Analytics in particular makes substantial changes on a regular, frequent basis; in the summer…
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You Ask, I Answer: Post-View Attribution?
Oliver asks, “How do you track offsite conversions post-view (not post-click)? E.g. How can you attribute conversions from a consumer who read about your product on your site, didn’t click on any link but afterwards went directly to Amazon to buy it?” Fundamentally, if you have no visibility into post-click analytics, which is the case…
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Book Review: Talk Triggers by Jay Baer and Daniel Lemin
In this video, I review the key points of the new book Talk Triggers, including why it’s better than other books on word of mouth, what data points to look at, what data points the book misses, and why most people will gain no benefit from the book despite it being best-in-class. Watch the video…
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#ThriftyTuesday: Blatant Commercial Pitch
I’ve never understood marketers who add major shopping holidays AFTER the existing shopping holiday. For example, after Black Friday comes Small Business Saturday, followed by Sofa Sunday, Cyber Monday, and finally Giving Tuesday. By the time consumers make it to the end of the Thanksgiving retail season, there isn’t a dollar left to be had.…
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AI for Marketers: An Introduction and Primer
We’ve read about AI and marketing for years now. We’ve heard the promises of AI and how it changes marketing for the better, makes us more efficient, helps us unlock vast potential trapped in our data. Yet, marketers still remain confused by AI and machine learning. What is it, really? How does it work? What…
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2017 Marketing Planning Resources List
As we hurtle into Q4, planning for 2017 marketing is underway at organizations everywhere, asking questions such as: What should we do? What shouldn’t we do? How much budget should we submit for? How do we justify it? Should we be hiring? To help, I’ve put together a list of a few resources to help…
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The Difference Between eBooks and Whitepapers
One of my SHIFT Communications coworkers recently asked, “what’s the difference between whitepapers and eBooks?” This is a surprisingly common question among content marketers. What constitutes a whitepaper vs. an eBook? Is it length? Intended audience? Format? Noted marketing author and friend David Meerman Scott says, somewhat tongue-in-cheek, that a whitepaper is any document printed…
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23 Reasons to Get Excited About Data (New IBM eBook)
I’m honored and proud to be a part of IBM’s newest book, 23 Reasons to Get Excited About Data. In this collaborative work with the Watson Analytics Predictioneers, we share our insights about how data powers your business, changes the world around you for the better, and helps you improve yourself. Data is only as…
