INBOX INSIGHTS, July 21, 2021: Metrics Requests, Vetting Sources, Speaking - Trust Insights Marketing Analytics Consulting

INBOX INSIGHTS: Metrics Requests, Vetting Sources, Speaking (7/21)

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So, About That Change Management…

Last week I wrote about the foundations of change management.

Ironically, I got it wrong. I failed to mention who was writing the cold open. Hi, it’s me, Katie. ::waves::

What happened was that Chris and I talked through all the changes I listed in last week’s newsletter. Part of the internal changes includes me having more of a voice in our marketing. Well, we walked through all the necessary changes needed to make sure that I wrote the cold open and that he loaded it into the newsletter. We thought we were all set.

We were wrong. As we talked through the “People”, “Process”, and “Platform” pieces of the change we were only considering it from an internal standpoint. Basically, how did the responsibilities of the newsletter differ when I wrote it versus Chris.

The oversight was you, the reader. This is where change management goes wrong a lot of the time. We focus so much on how we (the person making the change) will be affected that we often forget to think about someone other than ourselves.

Taking a 360 approach, like the Trust Insights 5P approach, should help prevent that but change is hard and often imperfect. A small change, like who is authoring a newsletter, can have a widespread impact if not done thoughtfully.

As this newsletter goes out, I’m currently teaching a workshop on Change Management and will use this example of how even the smallest of change within an organization need a plan and QA.

At the end of the day, all change needs some kind of plan even if it’s a small change. Want to tell me about the changes you’re working on? Find me in our free Slack group Analytics for Marketers.

Until next time – this is actually Katie writing the cold open.

– Katie Robbert, CEO

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In this episode of In-Ear Insights, Katie and Chris tackle a listener question: what do you do when a key stakeholder asks for metrics that don’t exist? How do you come up with answers that satisfy the intent of the question, and how do you present to the stakeholder when something just isn’t possible? Tune in to find out!

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 source credibility – how do you evaluate things like studies and other people’s data to determine whether it’s reliable or not?

Watch/listen to this episode of So What? here »

This Thursday at 1 PM Eastern, we’ll be tackling the basics of public speaking… in public again. Get back on the road and on the stage as we look at how to reboot speaking in the real world after 18 months of endless Zoom calls.

Are you following our YouTube channel? If not, click/tap here to follow us!

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Data Diaries - Interesting Data We Found

In this week’s Data Diaries, we revisit COVID-19 mobility data in the US and this time, the UK. Google has been publishing mobility data about people’s behaviors during the pandemic, taking in massive amounts of smartphone data, anonymizing it, and producing summaries for regions around the world. What has happened in the last couple of months since we last checked in on this dataset?

In the USA:

We see that the USA reopening, where most measures rose above the baseline at 0, was around early to mid-May, and for the most part, those areas – parks, retail, transit, etc. have been steadily above baseline. The only place where mobility remains substantially below the baseline is in workplaces.

In the UK:

The UK has not conducted nearly as much of a reopening until this past week (which is not reflected in the data yet). As such, retail, workplaces, and transit stations remain below baseline, though grocery rose above baseline in early April.

What’s the takeaway here? While the UK and other nations are opening up more gradually, the USA reopening is largely done, save for workplaces. If the workplace trend continues, it would lend credence to the belief that the workplace itself has fundamentally changed in the pandemic, that offices will continue offer hybrid work environments.

The key questions we must ask ourselves are around the implications of a permanent change in the way we work. From geo-targeting (ineffective when lots of people work from home) to workday behaviors, a permanent change in how we work impacts our marketing. What does more people remaining working from home mean for your business, for your customers? Does it help or hinder your marketing

Methodology: Trust Insights downloaded data from Google’s COVID-19 Mobility portal and visualized it. The timeframe of the data is January 1, 2021 – July 12, 2021. The date of study is July 21, 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.

Here’s some of our content from recent days that you might have missed.

Get skilled up with an assortment of our free, on-demand classes.

This 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

Are you a member of our free Slack group, Analytics for Marketers? Join 1900+ like-minded marketers who care about data and measuring their success. Membership is free – join today. Members also receive sneak peeks of upcoming data, credible third-party studies we find and like, and much more. Join today!

Are you happy with the answers you’re getting out of Google Analytics today?
Are you confident in the decisions you’re making from Google Analytics?
Are you secure in the knowledge that you’re set up properly to benefit from Google Analytics 4?

If you answered no to any of the questions above, let’s take some time to get your analytics in shape. Google Analytics 4 is the analytics software of the future. Google has made no bones about the fact that anything new they develop will be in GA4 only. To take advantage of the new features, you need to get your house in order now.

So we’re offering you a Google Analytics 4 bootcamp. We’ll help you:

Get your existing Google Analytics account in shape with proper goals, tracking cleanup, and best practices
Identify key issues that will block your ability to use Google Analytics 4 and help resolve them
Help set an analytics strategy for this that focuses on answers, decisions, and growth rather than pouring more data in your inbox
Build a migration plan for Google Analytics 4, including Google Tag Manager and Google Data Studio

Click here to order a Google Analytics bootcamp »

Interested in sponsoring INBOX INSIGHTS? Contact us for sponsorship options to reach over 18,000 analytically-minded marketers and business professionals every week.

Where can you find us in person?

Women in Analytics, July 2021, virtual
DigiMarCon, July 2021, virtual
MAICON, September 2021, virtual
Content Marketing World, September 2021, Cleveland, OH
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 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.

Read our disclosures statement for more details, but we’re also compensated by our partners if you buy something through us.

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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