In the Headlights: June 17, 2020 Issue

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In The Headlights

Did you miss our Data Science 101 for Marketers event at IBM? Catch the replay video, audio, slides, and transcript here and learn what you need to know about marketing data science basics!

When was the last time you documented the gotchas of your data sources?

This past week, a friend reached out and said, “I was looking for something on Google Trends and saw something really odd – this term was trending in the UK even though the brand mentioned doesn’t operate in the UK at all. Do you know why?”

Upon closer examination, I wasn’t able to replicate their findings, but reassured them that this is a known bug with Google Trends. Similar to Google Search Console, the data these tools spit out takes a little while to settle – about three days. That’s because data from Google’s data centers all over the world has to make it back to a central repository for analysis and reporting.

The same is true of Instagram and Facebook, for a different reason: their non-chronological feeds mean that you can’t rely on data about any given post until it’s at least three days old. Facebook has been known to revive posts over a week old, so your data may even change retroactively that far back.

Every analytics tool, every analytics data source has some kind of quirk, anomaly, or gotcha that, combined, can easily turn your reporting into a hot mess. Worse, when you have staff turnover, these sorts of quirks tend to ambush new staff who haven’t learned the twists and turns of analytics platforms.

That’s why documenting this sort of thing, even as a simple cheat sheet, will save you and your team hours and many, many headaches. From annotations within Google Analytics to a simple pinned item in your Slack instance, knowing the tricks and traps of your analytics platforms – and being able to teach them to others in your organization – is absolutely essential for marketing data quality.

If you don’t already do this, today is a great day to get started. Got a question about known tricks of the trade? Join our free Slack group and ask!

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In this week’s Bright Idea, we discuss generation gaps, audience demographics, and what to do when your analytics indicates you’ve got the wrong audience. How does some market research go so wrong? Find out!

Watch our discussion now!

Are you subscribed to our YouTube channel? If not, click/tap here to subscribe!

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In this week’s Rear View mirror, we peek in on Instagram TV brand performance. Once the beloved new child in social video, Instagram TV has fallen on hard times, in part because it’s something extra for people to do.

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What we see is clear: IGTV’s engagement rates have been on a mostly steady decline through all of 2020, from a high of 0.4% at the beginning of the year to a low of 0.16% in mid-May. Things have trended up just slightly in the last couple of weeks, but rates are still very low. For reference, carousels have more than double the engagement at 0.54% and regular feed photos at 0.44%.

The key takeaway is that overall, IGTV isn’t performing for brands. If you’ve got video content you’re repurposing from higher-performing sources like YouTube, it doesn’t cause harm to cross-post it to IGTV, but don’t plan on IGTV leading the way in terms of engagement on your video content.

Methodology: Trust Insights used Facebook’s Crowdtangle software to extract 687,080 unique posts from 4,010 brands on Instagram. The date of the study period is January 1, 2020 – June 14, 2020. The date of extraction is June 18, 2020. The last three days of data are omitted due to Instagram’s algorithm. Trust Insights is the sole sponsor of the study an d neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

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AI Academy for Marketers is an online education platform designed to help marketers understand, pilot, and scale artificial intelligence. The AI Academy features deep-dive Certification Courses (3 – 5 hours each), along with dozens of Short Courses (30 – 60 minutes each) taught by leading AI and marketing experts.

Join Katie Robbert, CEO of Trust Insights, and Christopher Penn, Chief Data Scientist of Trust Insights, for three separate courses in the academy:

  • 5 use cases of AI for content marketing
  • Intelligent Attribution Modeling for Marketing
  • Detecting and Mitigating BIAS in Marketing AI

The Academy is designed for manager-level and above marketers, and largely caters to non-technical audiences, meaning you do not need a background in analytics, data science or programming to understand and apply what you learn. One registration gives you unlimited access to all the courses, an invitation to a members-only Slack Instance, and access to new courses every quarter.

Join now and save $100 off registration when you go to and use registration code PENN100 today.

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

Data Science and AI

SEO, Google, and Paid Media

Social Media Marketing

Content Marketing

Get Back To Work

We’ve changed things up in Get Back To Work, and we’re looking at the top 310 metro areas in the United States by population. This will give you a much better sense of what the overall market looks like, and will cover companies hiring in multiple locations. Want the entire, raw list? Join our Slack group!

What do you do with this information?

By looking at this data, you’ll see what the most popular titles are; use any of the major job/career sites to ensure your resume/CV/LinkedIn profile matches keywords and phrases for those titles. For companies, search job sites for those companies specifically to see all the open positions and apply for them.

You can also hit up LinkedIn and see who you know at companies listed, and see if your connections have any inside tips on hiring.

Top Marketing Positions by Count, Manager and Above

  • Marketing Manager : 311 open positions
  • Digital Marketing Manager : 185 open positions
  • Social Media Manager : 123 open positions
  • Marketing Director : 122 open positions
  • Account Manager : 98 open positions
  • Director of Marketing : 95 open positions
  • Project Manager : 55 open positions
  • Product Marketing Manager : 50 open positions
  • Communications Manager : 48 open positions
  • Product Manager : 46 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • Services LLC : 70 open positions
  • Amazon Web Services, Inc. : 58 open positions
  • Pearson : 41 open positions
  • Marketing 180 : 40 open positions
  • Deloitte : 38 open positions
  • Oracle : 37 open positions
  • Confidential : 30 open positions
  • DWA Northrup Grumman : 27 open positions
  • UnitedHealth Group : 27 open positions
  • AstraZeneca : 26 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • New York, NY : 436 open positions
  • Seattle, WA : 211 open positions
  • Chicago, IL : 203 open positions
  • Boston, MA : 155 open positions
  • Atlanta, GA : 144 open positions
  • Austin, TX : 134 open positions
  • San Francisco, CA : 127 open positions
  • Denver, CO : 117 open positions
  • Portland, OR : 93 open positions
  • Nashville, TN : 91 open positions

Methodology: Trust Insights uses the API to extract open positions from a geographic area focused on marketing analytics, marketing, social media, data science, machine learning, advertising, and public relations, with a filter to screen out the most junior positions.

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Join the Club

Are you a member of our free Slack group, Analytics for Marketers? Join 800+ 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?

  • Women in Analytics, August 2020, virtual
  • ContentTech Summit, August 2020, virtual
  • INBOUND 2020, September 2020, virtual
  • MarTech East, October 2020, Boston, MA
  • HELLO Conference, October 2020, New Jersey
  • MadConNYC, December 2020, New York City

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

Want some private training at your company? Ask us!

In Your Ears

Would you rather listen to our content? Follow the Trust Insights show, In-Ear Insights in the podcast listening software of your choice:

Stay In Touch

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Required FTC Disclosures

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

Trust Insights maintains business partnerships with companies including, but not limited to, IBM, Talkwalker, Zignal Labs, Agorapulse, and others. All Featured Partners are affiliate links for which we receive financial compensation. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which we may receive indirect financial benefit.


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