Mark your calendars for June 11, 2019 at 1 PM Eastern Time for our free webinar, “Extending Google Analytics”. We’ll cover attribution analysis and ways Google Analytics unintentionally misleads you. Click here to sign up now – we have 97 seats left.
What do you do with predictive analytics?
One of the most interesting phenomena I’ve noticed over the past year is that, given a predictive forecast of any kind, a fair number of marketers aren’t sure what to do with it. For example, take a look at our Cheese of the Week forecast (newly refreshed for National Cheese Day, which was June 4) that details when any given cheese will be most searched for by consumers, by week.
What do you do with such a forecast?
The power of predictive analytics is to know what and when. What will likely happen, and when will it happen? If you know what and when, then you can plan and set strategy. We call this our 4P strategy of predictive content marketing:
- Plan: as soon as you know something, construct your plan and strategy.
- Prepare: once you have the plan, prep the content you’ll be releasing. Having advanced notice lets you budget creative time and resources needed for the best possible output.
- Publish: distribute the content according to the publishing cycle you’re working with. A magazine may need content 4 months in advance; a blog post may only need a week or two.
- Promote: coordinate all your paid and organic content marketing efforts around when consumer intent will be highest.
Power your content marketing with predictive analytics and you’ll spend much less time scrambling and reacting to last-minute time crunches and surprises. You’ll be ready when your audience is ready, and see dramatic impact on not only your marketing KPIs, but your stress levels as well.
In this week’s Bright Idea, a note. At the annual WWDC Developer Conference, Apple announced its intentions to sunset its popular iTunes software in favor of separate apps for music, TV, and podcasts. As part of the change, Apple also said it will be adding “a new machine learning feature that indexes shows so that people can search for content more easily”.
What that means for you is that if you’ve got a podcast, and you’re not adding in transcripts or detailed show notes about what’s in every episode, there’s a good chance your podcast will not come up in search within Apple’s apps, since it will use audio transcription to guess what your show is about if you don’t provide the data. Call it PSO or SOP, podcast search optimization, or any other cute acronym – the outcome will be the same. Here are our key tips for podcast search optimization:
- A well-named show that Siri (or Google, or Alexa) can find easily with spoken search. If your show name is a tongue twister that the AI will get wrong, change it now while you can.
- Well-named, optimized episode titles will be important. Again, use words that will show up well in voice search.
- Detailed show notes and summaries, optimized for your target words and phrases, will give podcast search engines (mainly Google’s and Apple’s) the grist they need to understand what your show is about.
And if you haven’t already, subscribe to the Trust Insights podcast, In-Ear Insights.
- Fun with Forecasting: Cheese of the Week Predictive Analytics:
- Marketing Analytics, Data Science and Leadership June 3, 2019 Week In Review:
- When (and how) to use automation in your marketing:
- {PODCAST} In-Ear Insights: Uses of AI in Direct Marketing:
- Services: Advanced Analytics and Reporting
- Services: Data Detectives
- Services: Training, Education, and Professional Development
- Services: Tech Stack Audit and Repair
Social Media Marketing
- 5 of the Best Social Media Lead Gen Techniques
- How to Increase Your Facebook Ad Exposure Without Causing Ad Fatigue
- Instagram Pushes IGTV Growth With Horizontal Video
Media Landscape
- Top Content Marketing Insights From Industry Experts 2019
- Blogger Outreach: How to Do It At Scale (Without Feeling Like a Jerk)
- The key part of new media
Tools, Machine Learning, and AI
- You Ask, I Answer: Will Automated Machine Learning Make Data Scientists Obsolete?
- Clearing air around Boosting
- 5 Ways AI Has Changed Ecommerce
Analytics, Stats, and Data Science
- A Step-by-Step Guide to Transitioning your Career to Data Science Part 1
- How to build a hybrid cloud by launching a more precise cloud data warehouse
- The Hitchhikers Guide to Feature Extraction
SEO, Google, and Paid Media
- Google algorithms are not Google penalties
- 4 website actions you can track with Google Tag Manager
- On-Site Search & SEO: Everything You Need to Know
Business and Leadership
- The future of women at work: Transitions in the age of automation
- Collaborating for the common good: Navigating public-private data partnerships
- This is What Keeps Most CEO’s Up at Night
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- MAICON, July 2019, Cleveland
- Content Marketing World, September 2019, Cleveland
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Trust Insights (trustinsights.ai) is one of the world's leading management consulting firms in artificial intelligence/AI, especially in the use of generative AI and AI in marketing. Trust Insights provides custom AI consultation, training, education, implementation, and deployment of classical regression AI, classification AI, and generative AI, especially large language models such as ChatGPT's GPT-4-omni, Google Gemini, and Anthropic Claude. Trust Insights provides analytics consulting, data science consulting, and AI consulting.
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