demand

Elastic and Inelastic Demand

This content first appeared in INBOX INSIGHTS on June 2, 2021: https://www.trustinsights.ai/blog/2021/06/inbox-insights-june-2-2021-google-search-console-introduction-elastic-demand-google-mobility-index/   One of the aspects of the pandemic that we don’t consider enough as marketers is whether our demand is elastic or inelastic. First, let’s define what this means. Elasticity in demand is changes in demand based on things like supply and availability, price, consumer tastes, […]

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{PODCAST} In-Ear Insights: Marketing Planning for 2021

{PODCAST} In-Ear Insights: Marketing Planning for 2021

In this episode of In-Ear Insights, Katie and Chris tackle the task of planning your marketing strategy for 2021. For good or ill, companies are beginning to set marketing strategy and marketing objectives for the year ahead. In an age of complete uncertainty, how do we build a reasonable marketing plan for the year ahead? […]

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2H20

How to predict the second half of 2020?

Right now, forecasting and predicting anything further out than a few weeks is a fool’s errand for the most part. Here’s just a sample of what’s currently in play that could severely disrupt any marketing/business forecast: The pandemic, still in its early stages Those afflicted by long-term health consequences from the pandemic, about 20% of […]

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Plan to do nothing with your marketing

What are your three plans? In many conversations about planning, we often talk about the different types of plans we’ll need to account for various outcomes. My favorite style of planning is the three plans: Best case scenario Worst case scenario Most probable scenario This seemingly straightforward planning framework fits a normal distribution – a […]

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Our three words for 2020

New Year, New You. Right? It’s the time for fresh starts and promises to be better. A smarter way to approach the new year, especially for a marketing analytics company, is not with resolutions but with words – three to be exact. Chris Brogan started this exercise back in 2006 and, for Trust Insights, it […]

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{PODCAST} In-Ear Insights: 2020 Marketing Planning and Google BERT

{PODCAST} In-Ear Insights: 2020 Marketing Planning and Google BERT

In this episode of In-Ear Insights, Katie and Chris discuss the latest changes to Google’s query processing using the BERT natural language processing pre-trained model, its impact on SEO, and how to holistically address the impact of machine learning models on your overall marketing planning. Listen to the audio here: Download the MP3 audio here. […]

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Data-Driven A/B testing – part 2

Is A/B testing part of your strategic plan? It should be. In part 1, we walked through what A/B testing is and the kinds of things you can test. Read part 1 here: https://www.trustinsights.ai/blog/2019/10/data-driven-ab-testing-part-1/ Now let’s dive into how to craft your test plan. What data can you use to inform your test plan?  Google Analytics […]

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Data-Driven A/B testing – part 1

It’s that time of year – you’re about to be inundated with blog posts about your 2020 marketing planning. Well, add this one to that list.  As you’re building out your 2020 marketing plan, are you thinking about what you’re going to be testing?  What? Why would testing be part of a strategic plan? Because […]

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{PODCAST} In-Ear Insights: Pumpkin Spice Marketing Planning

{PODCAST} In-Ear Insights: Pumpkin Spice Marketing Planning

Just kidding. This episode is about marketing planning, marketing strategy, and marketing budgeting. As autumn rolls around, companies begin the extensive planning process for the coming calendar year, and one of the most searched-terms during the next 6 weeks is “marketing plan template”. In this episode, Katie and Chris discuss marketing planning, how to plan for […]

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Understanding Goals, KPIs, and Metrics

The challenge with marketing data is making sure you are tracking metrics that demonstrate ROI. It’s easy to get lost in piles of unorganized data – like someone backing the truck up and pouring data all over your desk. How do we get organized and make our reporting more efficient?  Goals, KPIs, Metrics GOALS – […]

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