In the Headlights: October 16, 2019 Issue

In The Headlights

This week, we’re at the MarketingProfs B2B Forum conference, an event focused solely on B2B marketing. One of the most interesting applications of AI that we’re testing out is real-time voice recognition. We learn tons at conferences from speakers, as they share their insights and ideas from the stage. But what if we could learn from them in aggregate?

By using real-time voice transcription techniques, we can transform speech into data, into text that can be analyzed.

transcription video

This is an example from one of the keynotes, in which Katie Martell is describing a marketing campaign. While powerful and useful individually, what could we determine from the conference as a whole? By using voice transcription, we could render the entire event, every public speech, into analyzed text that gives us insights into what marketers are learning.

Extend this technique to your call center. What could you learn if every conversation were transcribed and analyzed? Extend this to your sales team. What if you labeled every conversation in sales as successful or unsuccessful? You could easily analyze the words, phrases, topics, and ideas of successful calls versus unsuccessful calls.

The best news is that technologies like these are accessible and easy to use. The example above comes from a web and phone app called Otter.ai, and is something you can download and try out for free today. How will you use AI technology to improve your marketing?

The Bright Idea

This week’s Bright Idea is a sneak peek at our presentation at the MarketingProfs B2B Forum. We’re sharing strategies and tactics for effective dashboards and reporting. Grab the slides below, and bookmark the URL as video and audio from the session become available later this week.

Learn effective dashboard practices now »

Rear View Mirror Data

In the rear view this week, we turn our attention to email marketing. One of the most popular pieces of content we share in our talks on predictive analytics is when not to send email. We calculate that by forecasting when people will search the most for terms like “outlook out of office” or “how to set gmail out of office”; you don’t search for those terms unless you’re about to be out of the office.

Using that data, we can forecast the weeks of the year when people shouldn’t send email, or if you do, send less/shorter email because not as many people will be reading it. What weeks should you not send email? In this quarter, from October through December 2019, the worst weeks to send email are:

  • Week of December 15
  • Week of December 22
  • Week of December 8
  • Week of November 10
In Case You Missed It
Shiny Objects

Shiny Objects is a roundup of the best content you and others have written and shared in the last week.

Social Media Marketing

Media and Content

Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

SEO, Google, and Paid Media

Business and Leadership

Join the Club

Are you a member of our free, private Slack group, Analytics for Marketers? Join 500 like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

  • MarketingProfs B2B Forum, October 2019, Washington, DC
  • Social Media Marketing World, March 2020, San Diego, CA

Going to a conference we should know about? Reach out!

FTC Disclosure: Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

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