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Analytics matter: this is the unavoidable fact of digital marketing, even for those digital marketers that fear it. But are you even measuring the right things? Do you know how to make meaningful improvements?
In this episode of our SearchChat podcast, Steve and I talk about site search, personalization, and big data. In our work in website search, we’ve seen that clicks are a measure of activity, but not necessarily an indicator that something good happened. Did the click lead to a purchase? Did the click answer to a visitor’s question?
First, a brag: Marketing Tech Outlook named SoloSegment to its top 10 marketing analytics solutions. We talk about what we’ve learned and what we now offer our customers. When I first heard about receiving the award, SoloSegment was mostly collecting data. Now, we realized what sets us apart is automating changes using that data.
Our focus for 2019 is on putting data to work. It’s not an easy task — it means determining if your data is accurate, as well as usable to measure success.
We discuss personalization, which every marketer wants to jump into. Not everyone is ready. Do you have the data to identify your audience, what the right content is, and identifying whether it’s working or not?
Tune in and discover more!
00m 00s — Intro and overview
02m 00s — SoloSegment named in top 10 marketing analytics solutions
5m 20s — Why measurements like clicks fail
9m 25s — Can you use your data to power success?
15m 15s — Why your B2B content marketing isn’t ready for personalization
20m 45s — How to think about Google Discover
28m 02s — Subscription links and outro
SearchChat is available on
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Originally posted on Biznology
