In the Headlights: June 24, 2020 Issue

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In The Headlights

Did you miss our AI in Content Marketing webinar on natural language processing? Catch the replay video, audio, slides, and transcript here and learn what you need to know about how content marketing will be changing forever!

What’s your backup analytics plan?

At this week’s Apple Worldwide Developer Conference, one of the revelations shown on stage was that Apple’s web browser, Safari, will have built in ad-blocking. Shown on screen was this stunning image:

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Quick, before you read on, go check your Google Analytics account to see what percentage of your web traffic comes from the Safari Browser. You’ll find it in the left-hand menu, under Audience > Technology > Browser and OS.

For us, Safari accounts for about 17% of our web traffic right now. Would we like to lose 17% of our data? No thanks.

We don’t know enough yet about how this new technology works. Some folks, like Tag Manager expert Simo Ahava, suspect it’s only blocking certain types of tracking, like access to local disk storage. I’m not so confident in that assessment – the verbiage in Apple’s screenshot seems pretty clear that it’s preventing these trackers from following you. Whether it’s cross-domain only or not, we don’t have enough details.

That begs the question: what do we do about it? In other discussions, like the one we’re having in our Analytics for Marketers Slack Group, there’s debate about the cross-domain nature. If Apple’s software is looking for trackers that track across domains, then what if you had an analytics solution that operated on your domain only, no third-party URLs at all? That would seem to be a logical solution to test.

We’re testing that right now with a free, open-source app called Matomo. If you’re curious about what it looks like and how we set it up on the Trust Insights website, head on over to our YouTube channel where we’ve put up a screencast of the initial setup and first goal configuration.

One of the trends we identified last year, as GDPR and CCPA really took hold, was the importance of controlling your own data. As legislation around the world increases requirements for privacy, marketers will need to own more of their data than ever before. Whether or not Apple’s changes shown above come to fruition, there is little cost and substantial potential benefit in us installing our own analytics solutions as a backup to the tools we use every day. The sooner you start, the more data you’ll own.

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What data should you look at to decide marketing strategy? How do you use that data with a shoestring budget during leaner times? In this week’s video episode, Katie and Chris walk through common Google Analytics metrics that lend themselves well to marketing strategy decisions, and a KPI decision framework.

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 look at news stories and how 2020 is shaping up.

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At first glance, your reaction may be similar to mine. “What? How can that possibly be? There’s no way there’s been less news in 2020! Hong Kong riots! Pandemic! Murder hornets! Police brutality and racial injustice! Triple-digit temperatures in Siberia!” And you’d be correct. There’s more news than ever.

But that doesn’t mean there are more news organizations than ever. In fact, the opposite is true. Poynter has a long, long list of furloughs, layoffs, and closures in the news industry – in a time when there’s more news than ever, there are fewer news organizations to publish it. The data source we use, Google’s GDELT project, pulls from accredited news sources; the decline shown above is more of an indicator of health of the news industry than anything else.

What does the actual news volume look like? We don’t know, but at a very simple initial glance, looking at Talkwalker’s social conversation indexing of the extremely generic term “news”, we see that 2020 has been a banner year for conversation about news:

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What’s the key takeaway here? For your marketing efforts, if you’re trying to earn publicity through traditional news channels, it’s a rapidly thinning field. The news industry, already financially unhealthy, simply has fewer seats at the table for us at a time when there’s more news to be served up than ever. Instead, look to tactics like influencer marketing to fill the gap left by the demise of news outlets.

Methodology: Trust Insights used Google’s GDELT software to extract raw news article counts from 1979 to present day. News articles were not deduped to account for syndication of news. The date of the study period is January 1, 1979 – June 24, 2020. The date of extraction is June 24, 2020. 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 : 436 open positions
  • Digital Marketing Manager : 252 open positions
  • Account Manager : 155 open positions
  • Social Media Manager : 152 open positions
  • Marketing Director : 151 open positions
  • Director of Marketing : 124 open positions
  • Project Manager : 107 open positions
  • Product Manager : 94 open positions
  • Product Marketing Manager : 83 open positions
  • Program Manager : 61 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • Services LLC : 132 open positions
  • Amazon Web Services, Inc. : 123 open positions
  • Interdependence : 42 open positions
  • Oracle : 41 open positions
  • Confidential : 36 open positions
  • ManTech International Corporation : 34 open positions
  • CITI : 32 open positions
  • AstraZeneca : 31 open positions
  • Highkey : 31 open positions
  • Marketing 180 : 31 open positions
  • UnitedHealth Group : 31 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • New York, NY : 684 open positions
  • Seattle, WA : 347 open positions
  • Chicago, IL : 340 open positions
  • Boston, MA : 244 open positions
  • Atlanta, GA : 238 open positions
  • Los Angeles, CA : 229 open positions
  • Austin, TX : 211 open positions
  • Denver, CO : 170 open positions
  • Philadelphia, PA : 154 open positions
  • San Francisco, CA : 149 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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