The Barriers to a Data-Friendly Business: Turning Your Focus Outward

Every business wants to know their customers better. Yet many businesses are inward looking. What has to change? When you want to save a file in your favorite application, which icon do most apps offer up? Why it’s the image of a 3.5″ flopp…

Every business wants to know their customers better. Yet many businesses are inward looking. What has to change? When you want to save a file in your favorite application, which icon do most apps offer up? Why it’s the image of a 3.5″ floppy disc, of course.   Why is it that the universal icon […]

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Developing a ‘Market-First’ Strategy for Your Website Redesign

How do you bring a data-driven approach to your website redesign? BigCommerce hired Chris Nolan to do just that. Here’s how he used data to drive a Market-first redesign. When we lose an employee to another company, I feel a mix of pride and salt…

How do you bring a data-driven approach to your website redesign? BigCommerce hired Chris Nolan to do just that. Here’s how he used data to drive a Market-first redesign. When we lose an employee to another company, I feel a mix of pride and saltiness. I’m proud that working here turns otherwise ordinary men and […]

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Why our MarTech Stacks are Letting Us Down

It’s hard to interview really smart people. They have great things to say, but can run them by you at a fast clip. It’s like trying to savor a seven-course gourmet meal served on a conveyor belt. Dan McGaw is one of those smart people. He s…

It’s hard to interview really smart people. They have great things to say, but can run them by you at a fast clip. It’s like trying to savor a seven-course gourmet meal served on a conveyor belt. Dan McGaw is one of those smart people. He sees the threads that connect customers to websites to […]

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The Role of Data in Digital Design with WPEngine’s David Vogelpohl

What is the role of data within a digital agency? Should you collect data if you’re redesigning a website? We discuss these issues on Intended Consequences. When we redesign our website, we are given a rare opportunity to change the bones we buil…

What is the role of data within a digital agency? Should you collect data if you’re redesigning a website? We discuss these issues on Intended Consequences. When we redesign our website, we are given a rare opportunity to change the bones we build it on. Imagine that your website is a doll. You start with […]

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Taking the Risk out of your Website Redesign

How is conversion optimization ensuring that website redesigns always deliver an improvement in performance? Brian Massey and Joel Harvey can tell you. And they do. Poker is one of those games that, like digital marketing, requires a left-brain/right-b…

How is conversion optimization ensuring that website redesigns always deliver an improvement in performance? Brian Massey and Joel Harvey can tell you. And they do. Poker is one of those games that, like digital marketing, requires a left-brain/right-brain approach. To begin with, good poker players know the percentages. They know that the two four’s in […]

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From Segmentation to Contextualization: The New Way to Look at Marketing (Podcast)

Let’s dive into a brand new online marketing concept: Contextualization. Thanks to AI and ML, we have come a long way from creating customer segments. To improve conversions, we also need to understand context. Read on. I predicted years ago that…

Let’s dive into a brand new online marketing concept: Contextualization. Thanks to AI and ML, we have come a long way from creating customer segments. To improve conversions, we also need to understand context. Read on. I predicted years ago that my business would be using machine learning for much of what we do manually […]

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How to Manage a Digital Marketing Agency Relationship

Think you should be getting more from your digital marketing agencies? Find out how to work with, negotiate with and make your digital agency relationships more profitable. We’ve trained our agencies to work against us. The pitch meeting is the c…

Think you should be getting more from your digital marketing agencies? Find out how to work with, negotiate with and make your digital agency relationships more profitable. We’ve trained our agencies to work against us. The pitch meeting is the culprit. The pitch meeting is when an agency comes to their client — or their […]

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