From the SMX London 2013. Here are our 315 tips from the two-day search conference.
1) Marketing analytics are worthless without goals.
@Jim Sterne, eMetrics
2) Define what your marketing goals are:
* Raise awareness improve attitude
* Influence influence
* Inspire interaction
Jim Sterne
3) The low hanging fruit of analysis are
* Anomalies – Errors and omissions, complaints, spikes ad troughs
* Microconversions – look at the path to see where you’re losing people
* Look at your analytics and reason backwards – the problem that caused them to leave might have been 2 steps back.
Jim Sterne
4) Set up alerts to let you know about spikes and troughs.
Jim Sterne
5) Segmentation is your friend eg, keywords, source, time of day, persona, location, recency and frequency.
Jim Sterne
6) Be aware that there all sorts of biases – eg, I knew it all along.
Jim Sterne
7) Data are like grains of sand. They’re interesting, but they move with the wind.
Jim Sterne
8) Correlation is not causation – does ice cream cause drownings? No – it just means the temperature’s gone up.
Jim Sterne
9) You need to know what statistically significant means.
Jim Sterne
10) The ability to daydream, study math, read books and blogs, go to conferences, practice, exercise, let your mind drift and have a drink all benefits the creative process.
Jim Sterne
11) Fill your mind with knowledge, exercise your intellect and eat an apple – you’ll get an idea.
Jim Sterne
12) “All models are wrong, some models are useful.” George Box
Jim Sterne
13) As a marketer your models will have a limited time value. Overelaboration and overparameterization is often the mark of mediocrity – keep them simple.
Jim Sterne
14) So build your model as simple as you can make it and use it bo predict the future
Jim Sterne
15) Marketing analysis is creativity – thinking about things in a different way – not about having the best reports – it’s about asking good questions.
Jim Sterne
16) Tell stories about your data instead of delivering meaningless reports.
Jim Sterne
17) Leave off the sausage making details (ie, don’t complain about the job – just do it).
Jim Sterne
18) Tie everything to the bottom line – it’s not more mentions or more tweet. It’s about more sales, spending less money and making your customers happy.
Jim Sterne
19) Help individuals achieve their goals.
Jim Sterne
20) Predictive analytics is statistics, probability, likelihood, chances, indicators, projected. It’s not certainties.
Jim Sterne
21) Big data is simply more data than you’re used to.
Jim Sterne
22) Analytics are worthless without goals.
Jim Sterne
23) Creativity is a skill/gift/necessity.
Jim Sterne
24) A good analyst needs to be a dreamer, a latteral thinking, a mathematician, a puzzle solver.
Jim Sterne
Google AdWords
25) Google Adwords scripting needs some Javascript-based coding skills but can result in some clever ad campaigns.
@nilsson_magnus, Red Performance Continue reading →
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