In The Headlights: September 30, 2020 Issue - Trust Insights Marketing Analytics Consulting

[oldnews]

Regram effectiveness, survey fails, rapid response marketing, email deliverability

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This week, a fellow marketer pitched me on a survey. This is a fairly regular occurrence, and I asked my regular questions.

Can you send me an anonymized, de-identified copy of the underlying data?
What was the methodology you used for the survey?

The marketer was unable to provide the first, but was able to provide the second. For context, the survey was to thousands of marketers about their content marketing practices.

Thought starter: how do you vet someone else’s research? What makes you look at a piece of research and judge whether it’s credible or not?

In this example, I looked at the audience they sampled by industry. The methodology statement said: “This report presents the findings from X respondents in North America in these industries”:

31% Tech/IT
22% agency
12% manufacturing
8% consulting
7% professional services

“Represents” is tricky language to use, because it means you’re warranting that not only do you cover most industries, but your survey data is representative of the population as a whole. That means the proportions of respondents should match the overall population. What percentage of companies in the United States are technology and IT companies?

It turns out that when you examine data from the Bureau of Labor Statistics, the largest industries by employment are:

Education and health: 16%
Professional services: 14%
Retail trade: 11%
Local government: 10%
Leisure and hospitality: 9%

The problem with this survey research is that the findings are not at all representative of companies. When I looked more closely, I found the reason why: “This survey was emailed to a sample of marketers using lists from X and Y companies.”

Any time you email a company’s list, you have an inherent bias towards that company’s audience. If I were to run a survey and include it in this newsletter, there would be a strong bias towards companies that believed in analytics; if you strongly disbelieved in data and analytics, you wouldn’t be reading this newsletter to begin with.

Thus, while I appreciate the company that sent out this research, it’s likely invalid. The only thing it can accurately tell me is how people who like that company feel about content marketing, and that doesn’t represent large sectors of the economy.

What invalidates research for you?

What research have you done or are you doing now that could potentially be seen as invalid by your audience? How will you mitigate that?

In this week’s In-Ear Insights, Katie and Chris examine rapid response marketing. We look at Amazon Prime Day 2020 and how marketers must react on a significant marketing activity in just two weeks. Will marketers make it work?

Watch/listen to the most recent episode of In-Ear Insights here

And in this week’s So What? (which airs Thursdays at 1 PM Eastern on YouTube), the team tackles email deliverability. How do you get your email into customers’ inboxes?

Watch the most recent episode of So What? here!

This Thursday, October 1, tune in for our show on Core Web Vitals and your 2021 SEO plan.

Are you subscribed to our YouTube channel? If not, click/tap here to subscribe!

In this week’s Rear View mirror, we tackle the question of regramming, the practice of reposting other peoples’ Instagram content on your own account, a question posted in our Analytics for Marketers Slack group. Is regramming effective? The answer depends…

For influencers – which are individual, person-led accounts – regramming is an overall positive. Posts that were regrammed saw improved engagements, comments, likes, and substantially more views.

For brands, regramming is a mixed bag. Engagement on regrammed content tends to be lower, particularly likes, but regrammed content does get more views and comments.

Why such a difference? Much of it has to do with strategy. Influencers tend to regram other, similar individuals with similar audiences, and there’s a much more synergistic effect when two people share audiences. Brands, on the other hand, tend to regram content and accounts that are not peers, and thus don’t see much benefit. Influencers tend to collaborate in the truest sense, while brands tend to just repost unilaterally.

The lesson is clear: if you’re going to regram, have a strategy behind it. Have clear audiences identified, clear targets, and a defined strategy that mutually benefits both the originating account and the regramming account.

Methodology: Trust Insights used Facebook’s Crowdtangle software to analyze 1,075,579 Instagram posts from 4,065 brands and 1,354,978 Instagram post from 10,783 influencers. Lists of brands and influencers were curated by Facebook and augmented by Trust Insights. The dates of extraction are January 1, 2020 – September 27, 2020. The date of study is September 28, 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.

AI Academy for Marketers is an online education platform designed to help marketers understand, pilot, and scale artificial intelligence. 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 TrustInsights.ai/aiacademy 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

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 : 422 open positions
Digital Marketing Manager : 258 open positions
Social Media Manager : 195 open positions
Marketing Director : 138 open positions
Account Manager : 128 open positions
Director of Marketing : 117 open positions
Project Manager : 95 open positions
Product Manager : 88 open positions
SEO Manager : 70 open positions
Product Marketing Manager : 69 open positions

Top Marketing Hiring Companies by Count, Manager and Above

Google : 123 open positions
Amazon.com Services LLC : 114 open positions
Thermo Fisher Scientific : 96 open positions
Deloitte : 70 open positions
Amazon Web Services, Inc. : 48 open positions
Verizon : 47 open positions
JPMorgan Chase Bank, N.A. : 44 open positions
Intuit : 43 open positions
Mattel : 42 open positions
Pearson : 40 open positions

Top Locations of Hiring Companies by Count, Manager and Above

New York, NY : 604 open positions
San Francisco, CA : 347 open positions
Chicago, IL : 333 open positions
Austin, TX : 316 open positions
Seattle, WA : 262 open positions
Atlanta, GA : 251 open positions
Boston, MA : 251 open positions
Los Angeles, CA : 228 open positions
Remote, NA : 210 open positions
San Diego, CA : 209 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?

MarTech East, October 2020, virtual
MarketingProfs, November 2020, virtual
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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