T: @DuaneBrown

You Say Data Driven. I Call Bullshit!

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What does Wikipedia consider data driven:

The adjective datadriven means that progress in an activity is compelled by data, rather than by intuition or personal experience. It is often labeled as business jargon for what scientists call evidence-based decision making.

compelled by data… yeah that’s not happen. There seems to be this uptick in people who think they are data driven and yet they can’t even understand some basic data points that are clearly labeled and given to them by someone.

If you think telling me average time on site is data drive, it’s not.

If you think telling me I feel this is right about campaign is data driven, it’s not.

If you think telling me your personal opinion is data driven, it’s not

If you can’t understand basic data points in a spreadsheet, you’re not data driven.

If you can’t pull anything from Google Analytics or MixPanel beyond the basics, you’re not data driven.

If you can’t create a compelling hypothesis from data given to you, you’re not data driven.

There are too many C and B marketers out there who think they have a mature marketing mind and are data driven. They are not. They need to recognize this and increase what they know about data, gathering information and understand what’s going on. It’s 2016.

I’m Speaking at Digital Summit Minneapolis 2016

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I’m speaking at Digital Summit Minneapolis on July 26th at 11am. I’m going to do a revised and shorter version of my talk I gave at HeroConf Phillidalia I gave back in April. This will be my first time to the midwest that doesn’t involve Chicago and I’m excited as can be.

Interview: The Importance Of User Experience In Mobile Marketing

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While I was in London a few weeks ago. I had the opportunity to be interview for webcertain.tv, which covers news and updates around the marketing industry. The 5 minute talk was a cool experience and really glad I got to talk about mobile marketing.

The Importance Of User Experience In Mobile Marketing

Mobile marketing is now a vital part of any marketing strategy. We are joined by Duane Brown, performance marketer at Unbounce, to talk through differences between mobile and desktop and how that impacts user experience. We also discuss the small things that make a big difference, how to maximise the effect of mobile, and how to understand what content you should serve your customers.

The Top 5 Commandments Of Creating Amazing Remarketing Experiences

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Creating amazing remarketing isn’t hard but it certainly isn’t easy too. Trying to connect with visitors to your website who may not have made an immediate purchase and then convincing them to come back and but is tricky. There are people online, 3.4 Billion right now, who find remarketing creepy. People don’t know how to make the ads stop, let along how and why they are seeing those ads in the first place.

If you’re doing remarketing right now or have always wanted to get started. These are the 5 areas of your campaigns I’d look at to punch above your weight and make sure your campaigns standout from competition and don’t make people hate your brand.

Frequency Caping
Even to this day I still see brads show me their banners all day every day with no cap on the number of views a day. Maybe they think if they try to overwhelm me with ads I’ll buy their ad platform. Nothing could be farther from the true. This isn’t a hard and fast rule but I start out with capping my ads at 2 – 3 views/day. You can test having your ad show less or more then that but you don’t want your potential customers get brand fatigued. Remarketing is very much a marathon not a sprint. It’s a gentle reminder not a bash over the head.

Age Segmentation
If you’re on AdWords or any advertising platform that lets you segment by age, do it. You can waste a lot of impressions and spend by targeting people who aren’t going to convert on your product. At my last couple startups, it has generally been 25 – 44 year olds that converted the most and that’s the case again at Unbounce. Running the same ad but having different ad groups/sets by your age demo can help you understand who’s converting and who’s just looking at your product and not buying.

Read more…

Converting The Mobile User

My talk from SMX London 2016 on May 19th. Goes over my process and how I look at converting mobile traffic. Hint, it’s more remarketing then trying to convert cold traffic.

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