In the Headlights: May 27, 2020 Issue - Trust Insights Marketing Analytics Consulting

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Did you miss last week’s webinar on social media audience trends in the pandemic? Catch the replay here >

How do you define a KPI?

I ask this question often in my keynotes about analytics, and inevitably, I hear a mixed bag of responses. “Important metrics”, “business goals”, and an assortment of other defitions are usually what people yell out. The answer that helps me focus?

A KPI is a metric for which you will get a bonus or fired for.

There’s stark clarity in that answer, isn’t there? When you think about everything you’re evaluated for in your work, only a handful of measures really endanger or embolden what you do. As a co-owner of a business, cash flow is a KPI. If cash flow goes to zero, the business goes out of business. Almost nothing else matters. As a marketer, if I’m not generating leads, I’m not doing my job. Back when I was an exec at a company, I had P&L responsibility. My KPI was number of won business deals – if they went to zero, I would have had to pack my bags.

In any given job, you can’t possibly have more than two or three KPIs. Not everything is equally important. Yes, website traffic does matter. So do email list subscribers. So does ad performance. But when you’re sitting before your boss, your manager, your board of directors, etc., you will only be called to account for a couple.

Be clear on your KPIs. If you’re not, get help from whoever you’re held accountable to. If they can’t help, pack your bags and update your LinkedIn profile, because a job without KPIs is a job that can be immediately cut with few consequences.

Here’s a neat twist. When was the last time you saw KPIs listed clearly in a job listing? Rarely, if ever. Instead you get a mixed bag of seemingly-random job duties, a marketing tech stack list that looks like it was copy/pasted right out of the MarTech 5000, and some vague hand-waving about other responsibilities as required – code for “whatever else we can think of”. What kind of candidate do you attract with that kind of job listing? Someone equally unfocused.

What if your job listing was as simple as “The Director of Marketing will generate 2,000 marketing qualified leads per year by any legal and ethical means possible.” Who would you attract as candidates with a listing that simple? You’d attract people who knew they could achieve that. You’d have very focused interviews with candidates who would either explain how they’d achieve that number, or fail the interview.

KPIs give clarity if we use them well. Focus on them, and they will focus everything else.

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This week’s Bright Idea is our discussion on mathematics for marketers. What math do you need to know to be effective at your job? Do you need advanced degrees? Should you take up data science? Learn what’s essential for marketing analytics in this video.

Watch our discussion now!

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This week’s Rear View Mirror looks at hiring in marketing. Each week, we feature hiring data in this newsletter and provide a full data export in our Slack group, Analytics for Marketers, but what does the big picture look like?

What we found was generally good news all around. We started extracting this data in mid-April of this year, and in the six weeks since, we’ve seen a steady trend towards growth in marketing job positions open, especially for things like marketing manager or digital marketing manager.

What’s the takeaway? If you’re a hiring manager with open positions, hire quickly. Competition for the best candidates is always strong, but this period of disruption will not last forever, and a lot of great people who were shaken loose during the early stages of the pandemic won’t be on the market forever. The longer you wait to fill a position, the less choice you’ll have for the best of the best.

If you’re a candidate looking for work, make sure your skills and background match what companies are hiring for as much as possible while still being honest. Go where the demand is as best as possible – and with companies working remotely more than ever, don’t limit yourself to geographically nearby opportunities. We’ll be working remotely in some fashion for quite a few more months.

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. The date of the study period is April 16, 2020 – May 25, 2020. The date of extraction is May 26, 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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Learn more about the certification today at TrustInsights.ai/peso >

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 : 454 open positions
Digital Marketing Manager : 230 open positions
Social Media Manager : 181 open positions
Account Manager : 152 open positions
Marketing Director : 132 open positions
Product Marketing Manager : 109 open positions
Director of Marketing : 104 open positions
Project Manager : 102 open positions
Product Manager : 90 open positions
Pharmaceutical Marketing Accounts Manager : 88 open positions

Top Marketing Hiring Companies by Count, Manager and Above

Amazon.com Services LLC : 133 open positions
Northrop Grumman : 123 open positions
SingleCare : 89 open positions
Amazon Web Services, Inc. : 74 open positions
Raytheon Technologies : 53 open positions
Apple : 49 open positions
Deloitte : 48 open positions
ALDI : 43 open positions
AbbVie : 42 open positions
Reynolds and Reynolds : 39 open positions

Top Locations of Hiring Companies by Count, Manager and Above

New York, NY : 365 open positions
San Francisco, CA : 354 open positions
Seattle, WA : 310 open positions
Austin, TX : 219 open positions
Los Angeles, CA : 217 open positions
Chicago, IL : 212 open positions
San Diego, CA : 170 open positions
Atlanta, GA : 166 open positions
Boston, MA : 163 open positions
Houston, TX : 156 open 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, 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.

Conclusion

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