Tag Archives: funnel

66: A guide to data models and dynamic dashboards for marketers

Understanding how a dashboard is powered, and having a sense of what is possible and what is not, is a crucial differentiator. Too often, I have seen dashboard projects built in a vacuum, disconnected from the reality of the data and the systems that support them. In these cases, valuable time and resources are wasted building an idealistic dashboard that cannot be implemented or used effectively.More

40: Sustainable growth marketing experimentation

The most important part of designing experiments isn’t to have a single metric in mind or a rock solid hypothesis. It’s to create a knowledge base of insights from past experiments that everyone on your team can learn from. That’s what we’re calling sustainable experimentation.More

38: How skilled do you need to be at marketing reporting?

You need to incorporate reporting into your skillset, and it’s not as scary as you think. There’s a lot that makes you qualified to produce reports, even if you don’t feel like an expert. Marketers, particularly in smaller companies, need to learn enough to be dangerous.More

36: Email marketing audits part 3: Trigger-based behaviour segments FTW

Instead of selling to all your email subscribers, segment your users by behaviour. Have they done anything in your product since signing up? Or have they completed all your onboarding steps and are more likely to buy? Your likelihood of re-activating dormant users increases tenfold with relevant personalized product steps.More

14: Lifecycle: A Martech Saga part 3: A simple formula for a basic lifecycle

It’s hard to even know where to start. Even after you get everyone to agree on a model and stages, you need to figure out how to deploy this thing. We’re going to give specific advice on the types of properties you need to deploy a basic lifecycle. Your mileage may vary depending on your tool or your business model, but the general principles hold true.More