Every growth hacker searches for a “secret sauce” to master professional networks. Most people follow generic advice they find online without checking if it works for their specific goals. After…
Talking about allergies is a lot like talking about data-driven content strategy. If you ignore the small signs of a reaction, you eventually face a crisis that is hard to…
Focusing on pet-friendly choices is a lot like selecting a campaign goal. If you have a high-energy dog, you need a yard. If you have a high-energy sales target, you…
Tapping into seasonal trends often feels like chasing a moving target. In my nine years of analyzing social data, I have seen many strategists try to capture these moments by…
When I first began managing social budgets, I struggled to balance the need for immediate results with the desire for a sustainable lifestyle. I quickly learned that the first three…
In my early years as an analyst, I followed the “best practice” guides that flood the internet. I targeted the audiences that everyone said I should target. I used the…
Durability in digital marketing does not come from chasing the latest viral trend or guessing which creative might resonate with an audience. After nine years of running controlled social media…
Testing in a “black box” environment is a major challenge for anyone who values data over intuition. When I first started analyzing automated shopping tools, I felt like I was…
Many marketers view the jump from a modest daily budget to a ten-fold increase as a simple matter of adding funds. However, the hidden benefit of a methodical approach is…
In 2018, I sat in a boardroom watching a marketing director celebrate a 400% increase in “social engagement.” On paper, the charts looked incredible. However, when I looked at the…
