In the Headlights: July 22, 2020 Issue


In The Headlights

Learn how predictive analytics impacts the customer experience in this talk from the MarketingProfs Friday Forum with Katie Robbert!

Many people (mostly motivational folks) enjoy taking the wind out of the sails of those who advocate for best practices, with quotes like “You can either read the case study or be the case study!” or “Best practices ensure only mediocrity”. And there’s some truth to these statements; best practices are strategies and tactics which have been proven to generate effective results. By definition, they’re not innovative. They’re not groundbreaking.

But what they are, and what the critics often miss, is essentially competence-in-a-box, canned competence. Best practices are literally recipes. You could absolutely attempt to forge your own path; if you knew nothing about cakes, you could attempt to innovate a cake from scratch. The results in the beginning would likely be inedible at best, outright dangerous at worst, and it would take you quite some time to get to a minimally acceptable cake.

What if you started with a proven recipe for success? You’d bake a cake that was edible. Is it novel? No. Is it unique? Absolutely not. But it does the job – and by taking that shortcut, by starting with a base that’s proven, you have a platform which you can innovate from. You can tweak an existing recipe, understand the principles that make it work, and from there create something net new.

The nuance to the discussion of best practices isn’t whether or not you should use them, but what happens after you use them. Enthralled adherence to them with no possibility of variation is just as silly as scorning them entirely. The progression for use of best practices should look like any discipline.

  • Master the basics first.
  • Learn the variations of the basics that best fit your organization’s needs.
  • Transcend the basics.

This process takes months, if not years, of consistent, diligent work. It’s not something you can accelerate, and certainly not something you can skip. But if you do it well, you’ll achieve not only mastery of the best practices, but also know when they no longer apply.

You cannot build something enduring without a strong foundation, and for many of our businesses, that foundation begins with our acceptance of best practices.

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Based on a question from our analytics community, in this episode of In-Ear Insights, Katie and Chris tackle the challenges of new technology. When a new piece of technology makes a big splash, how do we evaluate it? How should we assess whether it’s right for us, whether it makes sense to pursue it? What are some of the things that can go wrong? Watch this episode to learn the answers, plus the specific AI technology that prompted this question, OpenAI’s GPT-3.

Watch the discussion now!

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In this week’s Rear View mirror, we answer a question that came up recently in a social media marketing community: hashtags on Facebook, yes or no?

To answer this question, we extracted over 5 million Facebook posts from brands in 2020 and looked at a simple correlation of hashtags to engagement. What did we find?

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No correlation existed between the use or non-use of hashtags and any of the three major engagement measure – likes, shares, and comments – or the audience size.

Key Takeaway: Hashtags on Facebook don’t appear to stimulate engagement in any meaningful fashion. Use them if you like; it certainly doesn’t cost you anything, but don’t expect magical results, either.

Methodology: Trust Insights used Facebook’s Crowdtangle software to extract 5,458,158 posts from 4,000 brand pages. Brands were curated by Facebook and augmented by Trust Insights. The date of the study period is January 1, 2020 – July 20, 2020. The date of extraction is July 21, 2020. Trust Insights is the sole sponsor of the study and 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 : 546 open positions
  • Account Manager : 363 open positions
  • Digital Marketing Manager : 301 open positions
  • Project Manager : 219 open positions
  • Social Media Manager : 205 open positions
  • Product Manager : 182 open positions
  • Marketing Director : 174 open positions
  • Director of Marketing : 159 open positions
  • Product Marketing Manager : 159 open positions
  • Program Manager : 87 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • Services LLC : 140 open positions
  • Amazon Web Services, Inc. : 92 open positions
  • Pearson : 68 open positions
  • Thermo Fisher Scientific : 62 open positions
  • Oracle : 60 open positions
  • T-Mobile : 59 open positions
  • Facebook : 53 open positions
  • Verizon : 49 open positions
  • American Heart Association : 48 open positions
  • Confidential : 37 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • New York, NY : 774 open positions
  • San Francisco, CA : 468 open positions
  • Chicago, IL : 431 open positions
  • Seattle, WA : 412 open positions
  • Austin, TX : 360 open positions
  • Los Angeles, CA : 347 open positions
  • Atlanta, GA : 319 open positions
  • Boston, MA : 292 open positions
  • San Diego, CA : 214 open positions
  • Denver, CO : 213 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

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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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