Intended Consequences

Erin Collis, Marketing and Communications Manager at Corradi USA, has a lot on her plate (as we suspect you probably do as well).

Most marketers are holding dozens of ideas in their minds, many of which are in opposition, and then these poor souls are expected to be creative and thoughtful amidst all of this. It's a barrier to a culture of experimentation in marketing, product development, and more.

Listen in as Erin discusses the challenges of being a digital marketer in 2019.

Resources and links discussed:

• Connect with Erin
• Learn more about Corradi USA
• Follow Brian on Twitter @bmassey
• Learn more about Conversion Sciences

Barbara Cavness is the CEO of (un)Common Logic, a digital marketing agency that enables talented people to do great things. Her team investigates digital marketing data to find surprising facts that can solve their clients' toughest problems.

Barbara is very purposeful in her approach to building teams, even though she encounters all of the same obstacles that Conversion Sciences does.

In this episode, you'll learn how this former Duke University lacrosse player became the head of a marketing organization and how she fosters teamwork, curiosity, and creativity.

Resources and links discussed:

• Connect with Barbara
• Learn more about (un)Common Logic
• Follow Brian on Twitter @bmassey
• Learn more about Conversion Sciences

Chris Mercer (@merecertweets) aka 'Mercer' is not only good at analytics, but he's also good at teaching analytics. That's what he spends his days doing as the Co-Founder of Measurement Marketing.io.

Chris and his team help people like you discover how to grow your business using tools like Google Analytics, Google Tag Manager, Google Data Studio and more. Essentially, Chris helps people get to know the numbers - to grow the numbers.

He is genuinely excited about analytics, and Google Analytics specifically. He is infectious. So, if you listen to this episode of Intended Consequences, you might get excited about analytics, too.

How can anyone plug into Google Analytics? And where do you start?

You'll be surprised by some of Chris' answers. Listen in.

Resources and links discussed:

• Follow Chris on Twitter @mercertweets
• Learn more about MeasurementMarketing.io
• Follow Brian on Twitter @bmassey
• Learn more about Conversion Sciences

What if you could see the analytics of any of your competitors' websites?

Mike Roberts (@mrspy) is the Founder and CEO of SpyFu and Nacho Analytics. He's also one of the most interesting people in online marketing. A digital marketing pirate, if you will.

Mike founded Nacho Analytics because he's passionate about the bootstrapper entrepreneurs of the world. You know - the people grinding away drinking coffee at midnight. He wanted to empower them, to disrupt the system.

So now, Mike is making data and analytics broadly available for everyone.

In this episode, you'll hear why he's pricing this so anyone can access it, and what Google said when they learned he was pumping his data into Google Analytics for easy access.

Resources and links discussed:

• Follow Mike on Twitter @mrspy
• Learn more about Nacho Anayltics
• Learn more about SpyFu
• Follow Brian on Twitter @bmassey
• Learn more about Conversion Sciences

Dr. Diane Hamilton is an expert in emotional intelligence and behavioral science. She is an author, radio host of "Take the Lead Radio," and creator of the Curiosity Code Index - which we will dive into on this episode.

Curiosity is a topic that is at the core of everything marketers do. We're all about experimenting, discovering data, and getting answers when it comes to website redesigns, launches, and campaigns.

What drives the desire to get these answers? Curiosity. And curiosity is a doorway into the mystical peak experiences called "flow."

In some areas of our lives, we all find ourselves obsessing about how things work, why they work that way, and what we could do to make things better. Unfortunately, the area of our lives that we spend the most time on isn't the one we are most curious about: our work.

Listen in as Dr. Hamilton discusses the four factors that limit our curiosity.

Resources and links discussed:

• Connect with Dr. Hamilton
• Check out the Curiosity Code Index
• Follow Brian on Twitter @bmassey
• Learn more about Conversion Sciences

Tim Ash (@Tim_Ash) started his career in the 'interwebs' back in 1995, focusing on data-driven websites.

On top of leading his CRO company SiteTuners, Tim is a digital marketing keynote speaker, founder of the Digital Growth Unleashed conference events, and author of the book Landing Page Optimization.

To begin to understand how our visitors think, Tim suggests we stop looking inside our companies and turn our gaze outward. Who is showing up to your website? What's their relationship to your business?

Listen in as Tim explains why you should always work backward when it comes to a redesign. Start with your end users. Understand your audience. Then build.

Resources and links discussed:

• Connect with Tim
• Learn more about SiteTuners
• Read Tim's book
• Learn more about the Digital Growth Unleashed Conference
• Follow Brian on Twitter @bmassey
• Learn more about Conversion Sciences

Chris Nolan [not the Batman movie director] is the Senior Growth Strategy Manager at BigCommerce - and a former Conversions Sciences employee.

Although Brian Massey and the team misses Chris, they have enjoyed seeing how a conversion scientist takes on a big organization like BigCommerce, a company that builds e-commerce software for businesses.

Chris jumped out of his lab coat and into the fire as BigCommerce recently redesigned its website. You'll hear Chris' challenges and triumphs as a new hire nudging a culture from the bottom during a website relaunch.

His challenge is the same challenge that "woke" marketers are facing in every industry - how do I get an entrenched culture to adopt data and testing?

In this episode, you'll hear Chris walk us through agency relationships, differentiating mobile from desktop sites and how to think 'market-first' to get the right site experience for your next redesign.

Resources and links discussed:

• Connect with Chris
• Learn more about BigCommerce
• Follow Brian on Twitter @bmassey
• Learn more about Conversion Sciences

Imagine your website is a doll. You choose the clothes, hats, and shoes for it. Some you buy, some you make yourself.

Your website is similar. You rent server space from a host and drop a content management system on it. It's a generic, website-shaped form that you can begin dressing.

On this episode of Intended Consequences, we're talking with David Vogelpohl (@wpdavidv), VP of Web Strategy at WP Engine, a premium WordPress platform.

You'll hear how - contrary to popular belief - data doesn't really matter for David and his team when it comes to website redesigns. He says no matter what, an agency has to use data to show customers the results - and as an agency, you have to live with the good - and the bad.

David tells us the website host you choose forms the bones of your 'digital doll' - and limits what you can make of it. Listen in as he explains.

Resources and links discussed:

• Follow Brian on Twitter @bmassey
• Follow David on Twitter @wpdavidv
• Learn more about WP Engine
• Learn more about Conversion Sciences

On this episode of Intended Consequences, host Brian Massey (@bmassey) is pulling in Joel Harvey (@JoelJHarvey) - Chief Operating Officer at Conversion Sciences - and they're talking website redesigns.

In this episode, the duo is going to tell you something that may surprise you. Website redesigns don't have to be all or nothing. You don't have to push all your budget in and wait 3, or 6 or even 12 months later.

Brian and Joel are letting you in on a little secret: slow and steady wins the [website redesign] race. If you can incrementally test your way through it over, say half a year, you'll know it's working and there won't be any doubts.

If you're contemplating a website redesign, this is a must-listen.

Resources and links discussed:

• Follow Brian on Twitter @bmassey
• Follow Joel on Twitter @JoelJHarvey
• Learn more about Conversion Sciences

Trying to understand what a company thinks they need to accomplish compared to what they actually need to accomplish is not an easy task. That's where Dan McGaw (@danielmcgaw), CEO of Effin Amazing, comes in.

On this episode of Intended Consequences, we're talking about ICE Framework - what it means and how marketers can apply it as they experiment.

Dan and his team identified that a missing component of this framework was Velocity, or the speed at which a test can be completed with statistically significant results.

Hear how Dan applies this VICE model to everything from his clients' marketing projects to hiring new candidates on this week's episode.

Resources and links discussed:

• Follow Brian on Twitter @bmassey
• Follow Dan on Twitter @danielmcgaw
• Learn more about Effin Amazing
• Learn more about Conversion Sciences