In this week's In-Ear Insights, Katie and Chris tackle the question on every advertiser's mind: what should we do about the cookieless future? What things should marketers know - what's going away? What's still available? What strategies should marketers pursue to no longer rely on third party data about customers? Tune in to find out!

Key points from this episode:

- The cookieless future refers to the declining use of third party cookies by marketers, due to privacy regulations. - Without cookies, marketing agencies will no longer be able to retarget or collect data from users without their consent. - To adapt to the cookieless future, marketers should create things that people are willing to sign up for, and focus on driving awareness. - A cookieless future presents an opportunity for contextual advertising, which does not require personal identifying information. - To avoid a cookieless future, companies should create good quality content and be honest with their customers about how their data will be used.

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In this episode of In-Ear Insights, Katie and Chris talk about personalization and customization of content. In an era when privacy regulations are throttling data marketers can obtain and the media environment is in total chaos, how do we still manage to customize and personalize?

In order to customize your content without data about people, you need to be willing to talk to people and collect feedback about their likes, dislikes, and needs. This takes time and effort, but it is the only way to truly personalize content for your audience.

1. Companies need to prioritize collecting customer data in order to personalize content effectively. 2. Behavioral data can be used to identify which pages nudge people towards conversion the most. 3. Asking people directly is always the best way to get data about how to personalize content.

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In this week's episode, Katie and Chris tackle news media's usage of data. Is what you read believable? How would you go about proving it? We examine some recent claims in Bloomberg and Business Insider about racial slurs on Twitter and the process for verifying that claim, extending it to the role data-savvy organizations should play in ESG and social good. Tune in to learn more!

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In this episode, Katie and Chris discuss the evolution of SEO and where it's going, where AI and machine learning fit in, and what trends to be aware of as you create content and optimize it for search in 2023. Tune in to learn more!

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In this week's episode, Katie and Chris run through a list of some of their key takeaways from the MarketingProfs B2B Forum 2022 conference.

- Influencer marketing may be a good way to reach your target audience, as data privacy restrictions make it more difficult to buy lists or use data from social media platforms. - The great marketing reboot is in full effect. This means that people are starting to relearn the basics of marketing, which is a good thing. However, it also means that there is a lot of turnover in the industry, which can make it difficult to keep people up to date on the latest trends. - The basics never go out of style, and that repeating them and finding new approaches to the same problems is what is always going to resonate. - Another big takeaway was the importance of delegation when moving from an individual contributor to a manager. It is crucial to document everything you do and set expectations in order to build trust with your team.

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In this week's In-Ear Insights, Katie and Chris tackle how to sell the value of data to stakeholders like the C-Suite. How do you convince people of the merits of data, of investing in data programs and projects, and ultimately to become champions for the analytics work you do? Tune in to find out!

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In this episode, Katie and Chris dig into what data-driven marketing is and is not. What is data-driven marketing? Who is data-driven? Is there a safe balance between opinion-led marketnig and data-driven marketing? Tune in to find out!

Data driven means making decisions with data when the data doesn't tell you what you want to hear. To be truly data driven, you need to be able to assess risk and make decisions accordingly.

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In this episode, Katie and Chris revisit the essential basic B2B marketing metrics. They discuss the importance of metrics such as engagement rate, bounce rate, and conversion rate. They also talk about the sales funnel and how it is a tiny portion of the overall customer journey.

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In this episode, Katie and Chris tackle content attribution. What is content attribution, and how does it differ from normal marketing attribution? You'll learn about two different ways to do content attribution and one way you can get set up and running right away.

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