In the Headlights, November 11, 2020: Facebook Engagement Post-Election, Dashboards, Data-Driven Marketing - Trust Insights Marketing Analytics Consulting

Facebook engagement post-election, dashboards, data-driven marketing

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How fluent do you need to be in advanced technologies like artificial intelligence, machine learning, neural networks, and data science? It seems not a day goes by when a new, state-of-the-art capability is announced, and we can feel like we’re falling further and further behind.

The reality is, for most marketers, you don’t need to understand the inner workings of the technology. You do have to understand its capabilities and limitations.

Cassie Kozyrkov, Chief Decision Officer at Google, has a great analogy for this. Do you know how a microwave works? Could you build one, assembling the components for the magnetron? Probably not. That’s technology.

Do you know how to use a microwave? Do you know what foods should and shouldn’t go in it, what can go wrong, what things never to put in a microwoave? Sure. Most everyone knows those things. That’s the application of technology.

You do this with complex technologies all the time. Do you understand the inner workings of an internal combustion engine? No. Do you drive a car? A substantial number of people do. Could you build a smartphone? no. Do you use a smartphone? Almost certainly, yes.

As marketers, we should be approaching our advanced technologies in the same way. Know what they are. Know the general idea behind them, even if we don’t know the technical specifics. And then we laser focus on what we should do with the technologies to make them useful.

For example, we’ve talked a lot recently about Google Analytics 4 and its new measurement model. Do you need to know the technical specifics of the event-driven model or how it’s laid out in BigQuery tables? Not really (though it doesn’t hurt). Do you need to know how to interpret your Google Analytics 4 results in order to make decisions? Absolutely.

Take this mindset to every new technology you’re confronted with, that every vendor pitches into your inbox. What is the thing? Why does it matter? How should we use it? Once you change from struggling to understand technical innards that may or may not be relevant to your work to a mindset of making useful decisions, you’ll be able to adopt new technologies rapidly to benefit your marketing efforts.

In this week’s In-Ear Insights, we discuss whether it’s possible to be too data-driven. The answer may surprise you.

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

And in last week’s So What? (which airs Thursdays at 1 PM Eastern on YouTube), the team setting up Google Data Studio for personal brands.

Watch the most recent episode of So What? here!

Coming up on this week’s So What?, we’ll be showing how to build a “best time to X” dashboard in Google Data Studio to analyze social media and other digital performance, this Thursday at 1 PM Eastern Time.

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

In this week’s Rear View mirror, one of the most common refrains in social media marketing in the last 6 months has been how the United States federal election has sucked all the air out of the room for anything else in social media.

What we see is still inconclusive; while engagement has spiked a little since the November 3 election, we don’t see evidence of a massive “pressure release” with brand content becoming more visible. There’s definitely a bit more engagement than in mid-September, but we likely will not know for a couple more weeks whether the initial burst of engagement immediately after the election is sustained or just an anomaly.

Overall, we see brand engagement on Facebook is still uncomfortably low, averaging around 0.12%, or 12 out of every 10,000 people, election or not. Even at its peak of 0.18% after the election, engagement still remains very low, less than a third of Instagram’s engagement.

Methodology: Trust Insights used Facebook’s Crowdtangle software to extract 1,982,108 posts from 3,099 brands. The dates of extraction are September 1, 2020 – November 9, 2020. The date of study is November 11, 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.

Interested in sponsoring In The Headlights? Contact us for sponsorship options to reach over 10,000 analytically-minded marketers and business professionals every week.

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 : 296 open positions
Digital Marketing Manager : 214 open positions
Social Media Manager : 112 open positions
Director of Marketing : 94 open positions
Marketing Director : 85 open positions
Account Manager : 77 open positions
Communications Manager : 70 open positions
Demand Generation Manager : 61 open positions
Vice President of Marketing : 51 open positions
Product Marketing Manager : 50 open positions
Project Manager : 50 open positions

Top Marketing Hiring Companies by Count, Manager and Above

Pearson : 156 open positions
Google : 137 open positions
Amazon.com Services LLC : 78 open positions
Deloitte : 58 open positions
Thermo Fisher Scientific : 41 open positions
Cozymeal : 32 open positions
JPMorgan Chase Bank, N.A. : 31 open positions
New Relic : 28 open positions
Facebook : 23 open positions
Flosum : 23 open positions

Top Locations of Hiring Companies by Count, Manager and Above

New York, NY : 499 open positions
Chicago, IL : 243 open positions
San Francisco, CA : 228 open positions
Remote, NA : 220 open positions
Austin, TX : 207 open positions
Seattle, WA : 199 open positions
Atlanta, GA : 178 open positions
Boston, MA : 148 open positions
Los Angeles, CA : 144 open positions
Philadelphia, PA : 116 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?

Agorapulse Twitter Summit, November 2020, virtual
MarketingProfs Double Header, 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!

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.

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