In this episode of In-Ear Insights, Katie and Chris dig into the most-overlooked digital analytics tool at most companies: Google Search Console. They dig into what it is, what analytics it offers, how to use the data, what conclusions to draw from it, and why Google Search Console should be on the bookmarks bar of every marketer’s browser. Tune in now!

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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Christopher Penn

In this episode of In-Ear Insights today, we are talking about Google Search Console. It is the number one search marketing resource that marketers don’t use.

Understandably, the reason for it is, is I guess, understandable. It’s it’s not, especially in its old incarnation was not the friendliest piece of software to use. The documentation wasn’t great. But there are a lot of marketers who are relying on the basic search stuff within Google Analytics without connecting search console to it. And they’re all asking questions like, why am I not seeing any keywords? You know, why don’t I know what people are searching for my website and the answer of courses you should have connected to Google Search Console. So to kick things off, let’s talk about what, uh, what can you find in Search Console? What of what have we used search console for in the past?

Katie Robbert

Christopher Penn

In this episode of In-Ear Insights, influencer marketing will be hot this year, and few channels have as much long-term sway as YouTube. Part television, part search engine, YouTube is the undisputed heavyweight of free video (Netflix for the fully paid side). What should companies be looking for on YouTube when it comes to influencers? How do they find them, who are they, and what should they use for selection criteria? Listen to this episode to find out.

Listen to the audio here:

Download the MP3 audio here.

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Christopher Penn

in this episode of In-Ear Insights today we’re talking about YouTube influencers YouTube is the one of the hottest channels for 2019 right up there with Instagram and in a recent stat in terms of Generation Z which is people essentially under the age of 20 right now YouTube is the most trusted channel for them when it comes to consumption of advertising influencers and product awareness so there’s a lot of interest in manufacturers who wanted to get to this next audience of incredibly you know interested digitally connected disposable income How should companies be thinking about YouTube influencers So Katie just start off let’s talk about the things that companies inevitably do wrong with influencer programs number one which is lack of planning on those trying to jump in on that one. Oh absolutely. So number

Katie Robbert

Christopher Penn

It’s the new year, a new, fresh start. While self-help folks will debate the semantics of whether a new year really is a new you or not, the reality in the business world is that a new year means new plans, new goals and targets to hit, new budgets, and new ideas to try out. In this episode of In-Ear Insights, listen as cofounders Katie Robbert and Christopher Penn discuss what marketers should be doing to plan and set strategy for the new year. What should be your focus for 2019 marketing planning? What should you avoid? Tune in now.

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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Christopher Penn

in this episode of In-Ear Insights, the Trust Insights podcast we are well, everyone is back on the wagon. It is 2019. And of course that brings to light everyone saying, Well, what are the big trends? What should we be doing? What should be paying attention to that, that’d be a good time for us to to remind everyone, before you go and run a marathon, you should probably prepare and the year ahead is going to be preparation require a lot of preparation, because a lots gonna change. So with that, let’s talk about what do you need to prepare for 2019? What do you need to do in the first couple of weeks in order to be ready to run the race? And Katie, you had some thoughts based on some content you were writing at the end of 2018, what should people be doing?

Katie Robbert

And if the answer is no, that’s a whole different episode. So let’s, for the sake of conversation, let’s pretend that you’re measuring stuff. So you would audit your goals? Is that where you would start? Chris?

Christopher Penn

In this episode, listen to co-founder Christopher Penn’s keynote address to the FUSE Digital Marketing Summit, an elite, invitation-only event for CMOs and top marketing leaders. Hear what leaders heard about adapting their organizations for AI, learning what’s coming, and what to do to prepare their companies.

If you’d like to watch the video instead or obtain the slides, they’re available for download separately here.

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In this week’s episode of In-Ear Insights, we eavesdrop on our MarketingProfs B2B Forum session talk about AI and analytics. When only 30% of CMOs use the analytics their organizations generate, and 70% of companies ignore their data, we know there’s plenty of room for improvement. Tune in as we explore AI and how it’s changing the value proposition of marketing analytics.

Listen to the audio here:

Download the MP3 audio here.

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Thank you very much. Good afternoon, everyone. Alright, so this

is the food coma slot, we have intentionally lower the room temperature by 15 degrees, just to make sure

that the carbohydrates don’t get the best of, you know, actually, they are going to try and make it slightly warmer. But just a little.

today’s talk is all new. What is in the app is not correct. So if you’d like a copy of the slides, you can go to the aptly named Where can I get the slides.com to get the slides

and you don’t need to take a picture of its Where can I get the slides.

So let’s talk about analytics. Specifically. Let’s talk about the problems we have with analytics, b2b,

b2c, marketing sales doesn’t matter

we have five problems with analytics these are the five these volume variety velocity

veracity value. Come on in find a seat.

The first problem we face is a volume problem. The amount of data that is coming at us is hitting a record numbers right now this year according to Seagate, and IDC, we as a civilization will create 30 zettabytes of data.

Now zettabytes is a really really difficult number to get your brain around because it sounds like it’s made up it actually isn’t made up if you were to start binge

watching Netflix start binge watching Netflix in the EEOC in area 55 million years ago and he didn’t stop for anything.

You would just about get to one zettabytes of data today that’s how much a single zettabytes and we’re creating 30 of these year what’s going to happen in the next seven years is even more astonishing. All these lovely devices that we own that I have sensors and everything we could possibly put them in are going to create 120 zettabytes a year by 2025.

Some of that’s going to find our way into marketing data. But even on today’s practical skill.

How many of you have ever tried to download Facebook’s analytics from your Facebook page? Is that fun? You get a spreadsheet with 14 tabs. Right. This is the lifeblood is very, very difficult to use. So volume is our first problem. Our second problem is a variety problem. The amount of types of data we are running into is continuing to grow and expand

in just 60 seconds on the internet. In 2017, we had things like 16 million text messages, 452,000 tweets, 15,000 gifts and messenger

3.5 million search queries in in 20 1818

million text messages. 266,000 hours on netflix. 1.1 million swipes on Tinder I’m guessing mostly left.

as marketers though, we have an even bigger, more pressing problem. How many people love this landscape by Scott Brinker with 8000 marketing technology companies audit. The problem isn’t the two companies. The problem is every single one of these bloody companies has their own analy