INBOX INSIGHTS, October 26, 2022: Building Trust, Amazon Reviews Data - Trust Insights Marketing Analytics Consulting

INBOX INSIGHTS: Building Trust, Amazon Reviews Data (10/26) :: View in browser

👉 Watch our MarketingProfs B2B Forum session on private social media communities »

How Do You Build Trust?

How do you build trust? Consistency. Let me explain.

A question I get asked a lot is, “How do I delegate more?”

Which is usually followed up with something to the effect of “I don’t trust that anyone can do it the way that I can”.

Sound familiar? Yes, me too. I’ve been there.

Today we’ll focus on the 2nd and 3rd Ps. People and Process. I’ll also introduce the 6th and most overlooked P, Patience.

Trust, at its core, is the belief that someone will do what they say they will do. They tell you the truth, even when it hurts to hear. Think about the people that you trust in your own life. If they say they will meet you somewhere, or show up at a certain time, they do. They have demonstrated that they will follow through, or communicate with you if they can’t. And they do this over and over and over. And when someone breaks your trust it’s because they didn’t do what they said they would.

Now with that in mind, think about your team and the statement, “I don’t trust anyone can do it the way that I can” – which leads back to “how do I delegate more?” This is a solvable problem.

First, let’s get back to trust. Trust isn’t all or nothing. It’s a spectrum. There are levels of trust that you can have with people. There are people you can trust to get your coffee order right, and then there are people you literally trust with your life – and everything in between. When thinking about your team, you probably need a level of trust that falls in between a coffee order and something that is life or death. You want to be able to trust someone to execute your plan on your behalf the way that you would.

So how do you do this? Hint, I gave you the answer earlier. And if you’re thinking to yourself, there is no way I can trust my team to do what I do – please keep reading.

Process. That’s the key.

Whaaaat? That sounds so simple!

That’s because it can be. Process is the key to building trust with your people. Building trust starts with you, not with them.

You, the person that needs to trust, need to build a process. You need to document what you do and how you do it. You need to set clear expectations on what you want and when you need it. These tactics are why trust doesn’t happen. Not because the team can’t execute, but because you didn’t give them the tools to be successful.

Remember when I said the people you can trust are the people who tell you the truth, even when it’s hard to hear? You can trust me. I am telling you that you’re the reason you can’t trust your team.

Now, are there instances where people lie, cheat, steal and burn bridges? Of course. I’m not naive. But that’s not what this particular post is about. I do want to acknowledge that even when you give someone everything they need to be successful they can’t or won’t be. But that’s a topic for another day. I promise to cover it at length.

Back to the point – you.

In order to start the process of trust building so that you can feel comfortable delegating, you need to determine what it is that you need from other team members. Once you know what that looks like, communicate it to them and give them a chance to try it out and make mistakes. If you have something you’re struggling to delegate it’s likely because you have taken the time to practice and perfect it to your liking. You need to give others the chance to do the same. This also takes time. Be patient. If you want to delegate today and want something perfected yesterday, you and your team are not set up for success. You’re going to fail. Patience is HARD. I know. I can be very impatient. But when you are training and building up your team, you have to find even a kernel of patience. Otherwise, this will be a waste of your time and theirs.

I have found that the most successful relationships start with this process. It starts with you, defining the process for the tactic, documenting it, and communicating it. You set the expectations and then follow through with constructive feedback. Lather, rinse, repeat. Building trust takes practice and consistency from both sides. Trust is not a one-way street. Your team needs to trust that you have given them all the information they need to be successful. And like any relationship you have in your life that is good and trusting, it takes consistent work. And patience.

Now go out there and delegate this shit out of your tasks!

How do you build trust with your team?

Come tell me about it in our free Slack group, Analytics for Marketers »

– Katie Robbert, CEO

Do you have a colleague or friend who needs this newsletter? Send them this link to help them get their own copy:

https://www.trustinsights.ai/newsletter

In this week’s episode, Katie and Chris discuss the evolution of SEO and where it’s going, whether you need to be an SEO expert or not, where AI and machine learning fit in, and what trends to be aware of as you create content and optimize it for search in 2023. Tune in to learn more!

Watch/listen to this episode of In-Ear Insights here »

Last week on So What? The Marketing Analytics and Insights Live show, we talked through how to refresh and think about your marketing reporting as we barrel towards 2023. Catch the replay here »

This Thursday at 1 PM Eastern, we’ll be talking about the newly-announced YouTube handles. Are you following our YouTube channel? If not, click/tap here to follow us!

Need a reminder? Click here for a calendar appointment:

Here’s some of our content from recent days that you might have missed. If you read something and enjoy it, please share it with a friend or colleague!

Take your skills to the next level with our premium courses.

📊 Google Analytics 4 for Marketers
🔎 Google Search Console for Marketers

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

In this week’s Data Diaries, let’s do a bit of lateral thinking. What do data sources like Amazon reviews tell us? What sorts of things might they indicate? There’s the obvious conclusions, of course – ratings and reviews influence purchase decisions. However, we might use publicly available data like ratings and reviews for other purposes.

Let’s take the example of the Yankee Candle brand. These are fairly expensive (about US$20 or more per candle) candles that come in a variety of jars, and are known for their strong scents. Walking by a Yankee Candle store in a mall is never subtle, like someone taking a perfume or scent, spraying it on a baseball bat, and hitting you in the face with it as you pass by. You know when you’re near one.

They’re also sold on Amazon. Now, one of the characteristics of COVID-19, especially in the 2020-2021 variants, is its impact on your sense of smell. Two conditions – anosmia, or lack of a sense of smell, and parosmia, or a distorted sense of smell – are prevalent, especially in people with Long COVID. What would it look like if we examined Amazon reviews for Yankee candles? Would we see this impact?

To find this out, we extracted 41,150 unique reviews from Yankee Candle’s top 10 Amazon USA products, and then tagged reviews mentioning terms like “no scent” or “no smell” and variations thereof. What did we find?

What we see is fairly stunning – the number of reviews complaining about a distorted or absent smell correlates very strongly with the number of COVID cases in the USA. In fact, the correlation coefficient for this analysis is 0.72 – a very strong correlation. Looking at the chart above, the blue bars are the complaints and the red line is the number of reported COVID cases.

In fact, you’ll note that review complaints seem to begin to go upwards just before the reported cases – meaning that complaints may be a useful leading indicator that COVID cases are on the rise. This is especially helpful to know since testing data has become unreliable in many parts of the world.

This lesson alone – that user-generated content could have predictive power over matters of health and wellness – is useful by itself. However, if we wanted to bring it full circle back to marketing, let’s look at the average star ratings of these Yankee Candles:

What we see on a month by month basis in the blue lines is that once COVID started, the average candle rating dropped by almost an entire point, from an average around 4.0 to an average of 3.0-3.5. If you’re a marketer at Yankee Candle, this should be an object of immediate concern – ratings and reviews do enable sales, and you’ve got a widespread condition that is dampening people’s enthusiasm for your product and diminishing your reputation.

The key takeaway here is that user-generated content is a goldmine of useful insights for not just direct sales and marketing of your product, but for seeing how macro issues could be impacting your business as a whole. Be on the lookout for non-traditional data sources to analyze and lend additional insights to your business.

Methodology: Trust Insights extracted 41,150 unique reviews from Amazon.com’s top 10 Yankee Candle listings, filtering for 30 different combinations of complaints about scnet.. The timeframe of the data is January 1, 2018 – October 24, 2022. The date of study is October 25, 2022. 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 a roundup of who’s hiring, based on positions shared in the Analytics for Marketers Slack group and other communities.

Are you a member of our free Slack group, Analytics for Marketers? Join 2700+ 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!

We heard you loud and clear. On Slack, in surveys, at events, you’ve said you want one thing more than anything else: Google Analytics 4 training.

We heard you, and we’ve got you covered. The new Trust Insights Google Analytics 4 For Marketers Course is the comprehensive training solution that will get you up to speed thoroughly in Google Analytics 4.

What makes this different than other training courses?

You’ll learn how Google Tag Manager and Google Data Studio form the essential companion pieces to Google Analytics 4, and how to use them all together
You’ll learn how marketers specifically should use Google Analytics 4, including the new Explore Hub with real world applications and use cases
You’ll learn how to determine if a migration was done correctly, and especially what things are likely to go wrong
You’ll even learn how to hire (or be hired) for Google Analytics 4 talent specifically, not just general Google Analytics
And finally, you’ll learn how to rearrange Google Analytics 4’s menus to be a lot more sensible because that bothers everyone

With more than 5 hours of content across 17 lessons, plus templates, spreadsheets, transcripts, and certificates of completion, you’ll master Google Analytics 4 in ways no other course can teach you.

Click/tap here to enroll today »

Interested in sponsoring INBOX INSIGHTS? Contact us for sponsorship options to reach over 22,000 analytically-minded marketers and business professionals every week.

Where can you find Trust Insights face-to-face?

Heapcon, November 2022, Belgrade, Serbia
SMPS, November 2022, Las Vegas, Nevada

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 .

Thanks for subscribing and supporting us. Let us know if you want to see something different or have any feedback for us!

Need help with your marketing AI and analytics?

4 thoughts on “INBOX INSIGHTS, October 26, 2022: Building Trust, Amazon Reviews Data”

Leave a Reply Cancel reply

Subscribe to our Weekly Newsletter

Pin It on Pinterest