In the Headlights: July 29, 2020 Issue - Trust Insights Marketing Analytics Consulting

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What happened in the pauses?

One of the silver linings of the pandemic is that scientists around the world have had rare opportunities to study ecosystems and nature while humanity took a breather. From dolphins swimming in the canals of Venice to seismologists getting rare readings of deep earth data (thanks to us staying put), the pause in human activity for a few months gave brand new baselines and insights to researchers.

The question we should be asking ourselves is, what might we have collected during the pauses? What should we look to collect in the pauses that lay ahead?

Certainly, our audience behaviors have changed radically. People use videoconferencing far more than they ever have before, and flights to destinations far less than ever in recent times. What habits have changed? What data has changed?

For example, in one B2C Google Analytics instance we manage, they saw a huge 41% jump in mobile visitors during June 2020 (while overall traffic increased 10%). In another B2B account, we saw a 15% decline in mobile visitors (while overall traffic remained roughly the same). Why? Consumers are spending more time on their devices, while business people who would frequently spend a lot of time running around to meetings and traveling all over the world were instead sequested at home with their laptops – and it’s easier to get work done on a laptop in the B2B world.

As long as your systems were correctly configured and gathering consistent data throughout 2020, you’ve got a rare glimpse into very different behaviors from your audience. Like the scientists studying the earth’s movements during the quiet, dig into your own data to see what insights you might find during the pauses in your business.

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In this week’s In-Ear Insights, Katie and Chris discuss what to do with an analytics or data science project goes off the rails. How soon should you call a marketing analytics project a failure? What do you do once it’s clear a data research project isn’t going to meet its goals or produce anything useful? What’s the best strategy for averting such failures in the future? Listen in for what just happened to a bunch of social media data for a research project, and what the next steps would be in this case study.

Watch the discussion now!

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In this week’s Rear View mirror, we look at an old stalwart, the number of times people search for “out of office outlook” and its variants, looking at 2020 compared to the past 5 years.

What we see is not what we’d normally expect. Year over year in the past, we’ve seen strong growth in people searching for the out of office settings in their favorite email clients as a proxy for when they’d be out of the office, presumably going on vacation. Likewise, immediately after major holidays, we’d see a significant drop, as you can see in the first two bars on the chart above. People rush back to the office and don’t use that particular setting.

In 2020, we see sustained decreases in the usage of that search term. Why? The pandemic, of course – but the pandemic has created additional distortions in the data. In the United States, we see record-setting job losses week after week beginning in mid-March:

Thus, the drops aren’t as significant as you might expect during the pandemic (though they are still substantially down, about 2% off previous years’ averages) because there are far fewer people working. The US Bureau of Labor Statistics reoprts that as of June 2020, total underemployment is 18%, rivaling depressions of previous eras. Logically, there would be far fewer people searching for out of office queries because they’re unemployed. The entire population has changed its behaviors.

The key takeaway here is to be very wary of any kind of predictive analytics and forecasting right now; when millions of people go unemployed and billions of people change how they live, any kind of prediction is fraught with danger. Any prediction which relies on past data is projecting from a group of people that don’t exist any more.

Methodology: Trust Insights used Google’s Trends data and AHREFS search volume data for terms related to “outlook out of office”, as well as data from the St. Louis Federal Reserve Bank. The date of the study period is January 1, 2020 – July 29, 2020. The date of extraction is July 29, 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.

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:

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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.

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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

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 : 450 open positions
Digital Marketing Manager : 265 open positions
Account Manager : 257 open positions
Project Manager : 207 open positions
Social Media Manager : 191 open positions
Marketing Director : 152 open positions
Director of Marketing : 140 open positions
Product Manager : 121 open positions
Product Marketing Manager : 96 open positions
Program Manager : 80 open positions

Top Marketing Hiring Companies by Count, Manager and Above

Google : 115 open positions
Amazon.com Services LLC : 90 open positions
ASSURANCE Independent Agents : 77 open positions
Northrop Grumman : 69 open positions
Amazon Web Services, Inc. : 60 open positions
T-Mobile : 43 open positions
Verizon : 41 open positions
Facebook : 37 open positions
Thermo Fisher Scientific : 36 open positions
CenturyLink : 35 open positions

Top Locations of Hiring Companies by Count, Manager and Above

New York, NY : 596 open positions
San Francisco, CA : 368 open positions
Austin, TX : 339 open positions
Chicago, IL : 318 open positions
Seattle, WA : 305 open positions
Los Angeles, CA : 271 open positions
Atlanta, GA : 245 open positions
Boston, MA : 223 open positions
San Diego, CA : 189 open positions
Denver, CO : 174 open positions

Methodology: Trust Insights uses the Indeed.com 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.

Featured Partners

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 workshops, August 2020, virtual
ContentTech Summit, August 2020, virtual
INBOUND 2020, September 2020, virtual
MarTech East, October 2020, virtual
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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