In the Headlights: July 8, 2020 Issue


In The Headlights

Need to prove social media ROI? Watch our talk from the stage at Social Media Marketing World and learn how!

Influencer marketing can be challenging. Influencers tend to be expensive, their results can be all over the map, and proving returns on investment remains problematic for all but the most well-measured campaigns. Yet, in the current environment when our interactions with others are more digital than ever, influencer marketing is of greater interest than ever before:

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What if you don’t have the budget even for micro-influencers (those with audiences under 100,000 followers, according to CMSWire)? How might you still leverage the power and reach of influencer marketing without any influencers?

Influencers are fundamentally marketers like you and I, which means they need a constant diet of content to share with their audiences, to keep them engaged. The answer to the influencer conundrum is to determine where influencers obtain their content, and work to be a part of their data diet or media diet.

For example, I share a great deal of content from sites like KD Nuggets (a data science and AI blog). If you wanted to influence me, how could you get your content into KD Nuggets as a guest post?

This is a critical concept, because influencers have already vetted their sources. Instead of having to prove ourselves to the influencer (or pony up a lot of money), what if we could simply appear in the newsfeeds they share? We’d gain their tacit endorsement if our content caught their eye in publications they already trust.

Analyzing the media diet of an influencer begins by ingesting a hefty number of their past pieces of content. Who and what do they mention and re-share frequently? What sites, what blogs, what other people catch their eye most frequently? Once we have that analysis, we know where to invest our time placing our content. For example, when we examined the speakers of Content Marketing World last year, we looked at the sites speakers shared most; those sites are the blueprint for reaching not one influencer, but an entire cohort of them.

Consider analyzing the media diet or data diet for your industry’s influencers to determine where else you could be placing content and reaching even the most out-of-budget influencers.

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This week, Katie and Chris discuss companies and individuals stuck in reporting nightmares. Why do we keep behaving like reporting vending machines, cranking out report after report, instead of focusing on building reporting systems that let our stakeholders get what they want, when they want it? Why are marketers resistant to automation, and what are some first steps towards embracing automation you can take to free yourself from reporting nightmares?

Watch the discussion now!

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In this week’s Rear View mirror, we answer a question from our Analytics for Marketers Slack group on the performance of higher education institutions on Facebook over the past year.

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What we see is a relatively flat chart of overall engagements as well as an engagement rate hovering around 0.09% for the last 12 months. We saw sustained, above-median interest in the first weeks of the pandemic, but as the semester ended, we naturally see engagement rates drop off.

The key takeaway here is that even though there’s a pandemic in progress, among other major societal shakeups, higher education appears to be most influenced by its typical seasonality/cyclicality.

Methodology: Trust Insights used Facebook’s Crowdtangle software to extract higher education institutions’ Facebook Page posts from 211 universities in the United States of America. Brand pages were initially selected by Crowdtangle and augmented by Trust Insights. Engagements are defined as the sum of reactions, comments, and shares, divided by the number of followers at the time of posting on a per-post basis. The date of the study period is July 1, 2019 – July 6, 2020. The date of extraction is July 7, 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 : 536 open positions
  • Account Manager : 295 open positions
  • Digital Marketing Manager : 284 open positions
  • Project Manager : 205 open positions
  • Social Media Manager : 198 open positions
  • Director of Marketing : 183 open positions
  • Product Manager : 182 open positions
  • Marketing Director : 167 open positions
  • Product Marketing Manager : 143 open positions
  • Program Manager : 98 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • Pearson : 222 open positions
  • Services LLC : 127 open positions
  • Amazon Web Services, Inc. : 76 open positions
  • Oracle : 54 open positions
  • Northrop Grumman : 53 open positions
  • Walmart : 38 open positions
  • UnitedHealth Group : 35 open positions
  • Reynolds and Reynolds : 34 open positions
  • CITI : 33 open positions
  • Confidential : 33 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • New York, NY : 716 open positions
  • San Francisco, CA : 451 open positions
  • Chicago, IL : 395 open positions
  • Seattle, WA : 343 open positions
  • Austin, TX : 339 open positions
  • Atlanta, GA : 294 open positions
  • Los Angeles, CA : 288 open positions
  • Boston, MA : 272 open positions
  • San Diego, CA : 214 open positions
  • Dallas, TX : 197 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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