In the Headlights: June 10, 2020 Issue - Trust Insights Marketing Analytics Consulting

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Did you miss our Data Science 101 for Marketers event at IBM? Catch the replay video, audio, slides, and transcript here and learn what you need to know about marketing data science basics!

In a period of time when pretty much everything is polarized, one of the most important things you can do for yourself and for your community is to take up the mantle of the citizen analyst. What does this mean? Every major national or international cause at some point becomes implemented at the local level. For example, a cause like Black Lives Matter ultimately judges its success by the thousands of police departments and law enforcement agencies around the world and especially in the United States, where over 18,000 different law enforcement agencies do their work.

Thus, one of the first things to do as an activist is understand the nature of the problem in the community you serve, because chances are it’ll be much easier to influence change in just your corner of the world than try to change the world all at once.

Suppose, for example, you wanted to encourage voter registration. How, as a citizen analyst, would you go about doing so? First, you’d want to understand the problem. How many people voted in the 2018 US midterm election? How many people registered to vote?

The starting challenge for you would be which dataset to use. Where does this data live? Fortunately, many of the big public good/social good challenges we want to address have large, robust datasets. In this particular example, we’d use the Current Population Survey data from the US Census Bureau via the University of Minnesota’s IPUMS project. You’d download the data, inspect it, and get a sense of the magnitude of the problem in your area:

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Then once you understand the situation, you can make informed recommendations to the organizations in that space that are working to change things for the better. Suppose an organization is doing a voter registration drive. With the data above, you could tally up the counties or areas with the lowest registration rates and help the organization focus meager budgets in the areas where they can make the biggest difference.

What does doing this kind of work do for you? First, it helps to inform you on the issue itself without partisan rhetoric. If one publication is saying “no one’s registered to vote!” and another is saying “everyone’s registered to vote, there’s no problem!”, only by doing the investigative work yourself will you understand the reality behind the headlines.

Second, if it’s an issue you care about, you’ll know how much work is ahead of you to make your cause or issue successful.

Third, doing this kind of citizen analyst work will boost your career and professional development. Why? Working with data like government data is very different than the data you typically work with in your day-to-day activities. External datasets challenge your skills, challenge your capabilities, and ultimately grow what you can do. If you’re stuck in a particular role and you want to broaden your horizons, there’s no better way than volunteering to take on a task like a social good cause. You’ll get some amazing experiences and have real examples you can demonstrate in future job interviews.

We encourage you to volunteer your skills, even informally, towards causes you care about. The data’s out there, waiting for you.

This week’s Bright Idea is our discussion on opportunity creation, fairness in hiring, and vendor selection. How do you ensure you reduce bias as much as possible in critical parts of your organization like human resources, hiring managers, and bidding/RFPs?

Watch our discussion now!

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In recent advocacy for ending racial injustice, a common sentiment among consumers towards brands is, “Silence speaks volumes”. To that end, we wondered how vocal or silent brands have been. Using Facebook’s Crowdtangle software, we investigated the Instagram accounts of 3,771 brands since May 1, 2020 for their participation or lack thereof.

What did we find?

1,509 brands made vocal posts with trackable data
2,262 brands did not make vocal posts with trackable data
The average number of related hashtags and words was 2.806 per post for those brands vocal on the topic
Brands making vocal posts had a median of 280,692 followers
Brands not making vocal posts had a median of 96,516 followers
Brands making vocal posts had a median engagement rate twice as high as brands not making vocal posts

The key takeaway here isn’t whether your brand should or should not participate in the conversation. That decision is ultimately up to your individual corporate values and the values of your leadership team. No, the key takeaway is that consumers are watching. The ability for consumers and citizen analysts to obtain data about which brands publicly and vocally align with the causes they care about has never been easier or more available – and their ability to cause real business impact to those brands they perceive as out of alignment with their values.

Methodology: Trust Insights used Facebook’s Crowdtangle software to extract 142,523 posts from 3,771 brands based on the top 120 closest related hashtags provided by Talkwalker for the #BlackLivesMatter hashtag. A key limitation of the study is that titles and descriptions provided the descriptive content for analysis; no image recognition was employed to detect the contents of photos unaccompanied by text. Terms searched included: “#BlackLivesMatter”, “#GeorgeFloyd”, “#JusticeForGeorgeFloyd”, “#ICantBreathe”, “#BLM”, “#GeorgeFloydProtests”, “#JusticeForGeorge”, “#BlackOutTuesday”, “#BreonnaTaylor”, “#BLACK_LIVES_MATTER”, “#RAISETHEDEGREE”, “#JusticeForGeorgeFlyod”, “#GeorgeFloydWasMurdered”, “#RIPGeorgeFloyd”, “#BlackLivesMater”, “#BreonaTaylor”, “#TonyMcDade”, “#BlackLivesMattter”, “#JusticeForFloyd”, “#NoJusticeNoPeace”, “#UntilWeAllWin”, “racism”, ” @NAACP” , “@campaignzero” , “@yourrightscamp”, “@colorofchange”, “racial injustice”. The date of the study period is May 1, 2020 – June 7, 2020. The date of extraction is June 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.

If you work in communications or public relations, you’ve heard of the PESO (Paid/Earned/Shared/Owned) media model, pioneered by Gini Dietrich and the team at Spin Sucks. Take the next step and level up your career by earning a professional PESO model certification from Spin Sucks and Syracuse University.

In an eight-week online course, you’ll learn PESO model strategy, effective use of all four media types, how PESO forms the foundation of your overall communications strategy, and how to tie communications to business impacts like lead generation and overall business goals.

When you complete the course, you’ll earn an accredited certificate from Syracuse University’s SI Newhouse School of Public Communications, a powerful tool for setting yourself apart and above in the job market.

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 : 467 open positions
Digital Marketing Manager : 240 open positions
Account Manager : 202 open positions
Social Media Manager : 178 open positions
Project Manager : 156 open positions
Marketing Director : 153 open positions
Director of Marketing : 125 open positions
Product Marketing Manager : 107 open positions
VP Marketing and Business Development : 94 open positions
Customer Experience Manager : 85 open positions

Top Marketing Hiring Companies by Count, Manager and Above

Amazon.com Services LLC : 125 open positions
Northrop Grumman : 123 open positions
Marketing 180 : 94 open positions
Amazon Web Services, Inc. : 87 open positions
The Michael’s Companies : 63 open positions
Raytheon Technologies : 54 open positions
Deloitte : 47 open positions
AbbVie : 45 open positions
Frontier Technology Inc. : 44 open positions
Apple : 43 open positions
Facebook : 43 open positions

Top Locations of Hiring Companies by Count, Manager and Above

New York, NY : 412 open positions
San Francisco, CA : 369 open positions
Seattle, WA : 332 open positions
Austin, TX : 232 open positions
Los Angeles, CA : 231 open positions
Chicago, IL : 201 open positions
San Diego, CA : 184 open positions
Boston, MA : 171 open positions
Atlanta, GA : 165 open positions
Houston, TX : 165 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, 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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