SearchChat Podcast: Making Data-Driven Marketing More Human

It’s time for marketers to put humanity back in their marketing practices. Today for SearchChat, Steve Zakur and I discuss first whether you should be worried about government regulation. It seems some marketers have their head in the sand that it will never be an issue, others have their “paranoid” dial turned up to 13. People who have been giving away their data for free are tired of being abused. There’s an unease and distrust around privacy because that trust has been repeatedly violated. Is it the end of data-driven marketing, or does marketing need to get smarter?

We also talk about how White Hat vs Black hat isn’t just for SEO. Think about data usage. When you use personal data, are you trying to game the system or are you providing a benefit? It comes down to asking what the person would think about it, and if they are benefiting.

Meanwhile, we’re rolling our eyes at Zuckerberg’s latest take on Facebook and data privacy. Maybe Facebook doesn’t need the government to tell them how to better regulate — they need to better self-regulate. Has Facebook even earned a seat at the table?

Lastly, In Marketing Charts, B2B marketing leaders point out faults in the marketing message they get. All this and more, coming to you on SearchChat.

0:00 Intro

1:55 Government regulation — is it a threat to data-driven marketing?

7:10 Humanize data-driven marketing

15:07 The disingenuity of Zuckerberg’s Op-Ed

20:40 What content do B2B leaders find important?

27:25 Outtro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

Avatar

About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: How Marketers Can Use Data to Keep Your Seat at the Table

There’s major power for automation within marketing, and not everyone is harnessing it. This episode of SearchChat Steve Zakur and I ask: how can CMOs use both automation and data to keep their seat at the table as companies evolve?

Now matter how long it takes to perfect, your work it will never be done. That’s because everything requires data and feedback. 61% of marketers said creating an automation strategy for their practices is a top priority, according to a recent study. The amount of data available to us defies human capability to process it. What’s more, people often struggle to believe that the data they are seeing is more accurate than their intuition.

Letting data lead often produces results we can’t get any other way. This year we saw a 6 year high in the percentage of time data is used in decision making–and it’s actually still a low number. In our last podcast we saw a similar trend, where most CEOs agree that AI will be bigger than the internet and yet 20% said they had no plans to do anything about it.

The DNA of marketing teams is creativity — but sometimes means data gets lost among unfounded opinions. One of the most powerful moments you can have as a marketing professional is refuting an executive’s intuition with hard proof.

Speak in the language of data to get your seat at the table.

0:00 Intro

1:50 Let the market tell you when you get it right

5:48 Automation is a top priority

10:55 Are you letting data lead?

21:40 Why CMOs need tech alliances

30:28 Outro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

Avatar

About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

How long will business models based on personal data survive?

I don’t use Snapchat mostly because nobody I know uses it. I’m not the target demographic, apparently. But that doesn’t keep me from talking about how much I dislike the user experience. I know that when I register such complaints I probably sound like a codger who wants his buggy whip back. But even so, I never really “got” why someone would build a platform where content is ephemeral. Isn’t the whole point of social platforms to catalog our lives? Maybe I’m missing something.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.