UTM Tracking Tutorial, Lead Gen Scams, Podcast Marketing
UTM Tracking Codes Training
One of the questions we’re asked on a regular and frequent basis is to explain how companies should be thinking about and implementing UTM tracking codes. Despite the fact they’ve been in use in one form or another for nearly 20 years, companies still don’t do a great job with them. So we’ve put together a short YouTube video that you can share with anyone on your team to help explain the proper use of UTM codes.
Click/tap on the image to watch: 
The most important takeaway from the video is this: UTM codes are immune to all forms of ad blocking and privacy blocking because they are hard coded into the URL of the page itself. As long as Google Analytics itself is operational in some capacity, UTM tracking codes preserve the attribution data you need to make informed marketing judgements.
Please feel free to share this as a training in your organization and with your colleagues!
Click/tap here to play the video if clicking on the image above doesn’t work.
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In this week’s episode of In-Ear Insights, John and Chris talk about a subversive Google Ads scam that may be putting fake leads into your lead generation efforts. Learn what we’ve uncovered and what you can do about it.
Watch/listen to this episode of In-Ear Insights here »
Last week on So What? The Marketing Analytics and Insights Live Show, we looked at how to identify and improve podcast marketing with a digital footprint analysis.
Watch/listen to this episode of So What? here »
This Thursday at 1 PM Eastern, we’ll be reviewing the basics of video SEO and optimizing videos for YouTube’s algorithm.
Are you subscribed to our YouTube channel? If not, click/tap here to subscribe!
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This week, we look at Instagram’s engagement rate for influencers on unpaid content. With everything going on in the world of Facebook Inc., are we seeing any substantial changes of note?
Indeed we do see a trend here – the decline that began earlier this year for influencer engagement has largely leveled off, leaving influencer engagement at roughly 1.25%. This is 5x greater than brand engagement for the same period of time, and with this current leveling off, it appears that influencer reach and engagement is a reasonably safe bet.
While it’s difficult to attribute the difference between brands and influencers to any one particular aspect, it is worth noting that influencers appear to use Tiktok content (based on hashtags and mentions in captions) about 3x as much as brands. One of the most enduring strategies for social media marketing is to test different content and platforms, then port what works to other platforms for further testing. Pay attention to what’s working on your various networks, as well as what’s working for influencers in your industry, and use that knowledge to guide your strategy.
Methodology: Trust Insights used Facebook’s Crowdtangle software to extract 551,432 posts from 9,534 influencer accounts. Influencers were identified by both Facebook and Trust Insights. The timeframe of the data is January 1 – May 12, 2021. The date of study is May 12, 2021. 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.
- So What? Identifying Influential Podcasts by Digital Footprint
- {PODCAST} In-Ear Insights: Advertising and Third Party Data Loss
- Case Study: Using Influencer Identification Data to Build Audience
Get skilled up with an assortment of our free, on-demand classes.
- What Works on Instagram: A Data-Driven Study
- Next-Level Twitter Analytics
- Powering Up Your LinkedIn Profile (For Job Hunters)
- Predictive Analytics and Customer Experience
- Competitive Social Media Analytics Strategy
- Proving Social Media ROI
This is a roundup of the best content you and others have written and shared in the last week.
Data Science and AI
- Data quality for AI – IBM Developer
- The four keys to trustworthy AI via Watson Blog
- Essential Linear Algebra for Data Science and Machine Learning via KDnuggets
SEO, Google, and Paid Media
- How to Prioritize Content for SEO Optimization
- What is an H1 Tag? SEO Best Practices for 2021
- How to Calibrate Your Brand Voice to Your SEO Advantage via Moz
Social Media Marketing
- New data shows how devastating Apples new anti-tracking feature is for Facebook BGR
- The Complete Guide to LinkedIn Ads in 2021
- Instagram Personal, Business, and Creator Accounts: Whats the Difference?
Content Marketing
- AMA: How to Take the Greek Out of Your Communications Efforts Spin Sucks
- How to Create a Content Calendar That Works For You
- Photography Trends Utilizing Data To Keep Your Social Content Fresh
Are you a member of our free Slack group, Analytics for Marketers? Join 1700+ like-minded marketers who care about data and measuring their success. Membership is free – join today. We also post hundreds of job openings sourced from around the Internet every Wednesday, so if you’re looking for work, join the Slack group!
Is AI still a mystery shrouded in an aura of mystique?
Have you read report after report, article after article proclaiming its magical powers and wondered what exactly the big deal is?
With every software vendor and services provider proclaiming that they too are an AI-powered company, it’s more difficult to demystify artificial intelligence and its applications for marketers. What is AI? Why should you care? How does it apply to your business?
In the newly revised Third Edition of AI for Marketers book, you’ll get the answers you’ve been looking for. With all-new practical examples, you’ll learn:
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Key marketing problems AI solves, such as:
- Attribution modeling
- Forecasting
- Natural language processing for SEO and social media
- Influencer identification
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Detailed explanations of what it will take to successfully adopt AI for your marketing
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How to prepare your career for AI’s impact
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Ways your AI efforts will go wrong
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Prerequisites needed to help your AI efforts to succeed
Buy your copy now in the version that best suits you:
» AI for Marketers, Digital Edition comes in Kindle, ePub, and PDF formats »
» AI for Marketers, Print Edition »
Interested in sponsoring INBOX INSIGHTS? Contact us for sponsorship options to reach over 16,000 analytically-minded marketers and business professionals every week.
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.
- Hubspot CRM
- StackAdapt Display Advertising
- Agorapulse Social Media Publishing
- WP Engine WordPress Hosting
- Techsmith Camtasia and Snagit Media Editing
- Talkwalker Media Monitoring
- Marketmuse Professional SEO software
- Gravity Forms WordPress Website Forms
- Otter AI transcription
- Our recommended media production gear on Amazon
Read our disclosures statement for more details, but we’re also compensated by our partners if you buy something through us.
Where can you find us in person?
- ECommerce Marketing Summit, May 2021, virtual
- AAF/Women in Analytics, May 13, 2021, virtual
- ContentTech Summit, June 2021, virtual
- MarketingProfs B2B Forum, October 2021, virtual
Going to a conference we should know about? Reach out!
Want some private training at your company? Ask us!
First and most obvious – if you want to talk to us about something specific, especially something we can help with, hit up our contact form.
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?
- Our blog
- Slack
- YouTube
- In-Ear Insights on Apple Podcasts
- In-Ear Insights on Google Podcasts
- In-Ear Insights on all other podcasting software
Some events and partners have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them. Read our full disclosures statement on our website.
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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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