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A Machine Learning Guide for Average Humans

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Posted by alexis-sanders Machine learning (ML) has grown consistently in worldwide prevalence. Its implications have stretched from small , seemingly inconsequential victories to groundbreaking discoveries. The SEO community is no exception . An understanding and intuition of machine learning can support our understanding of the challenges and solutions Google's engineers are facing, while also opening our minds to ML's broader implications. The advantages of gaining an general understanding of machine learning include: Gaining empathy for engineers, who are ultimately trying to establish the best results for users Understanding what problems machines are solving for, their current capabilities and scientists' goals Understanding the competitive ecosystem and how companies are using machine learning to drive results Preparing oneself for for what many industry leaders call a major shift in our society (Andrew Ng refers to AI as a "new electricity" ) U...
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The Biggest Mistake Digital Marketers Ever Made: Claiming to Measure Everything

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Posted by willcritchlow Digital marketing is measurable. It’s probably the single most common claim everyone hears about digital, and I can’t count the number of times I’ve seen conference speakers talk about it (heck, I’ve even done it myself ). I mean, look at those offline dinosaurs, the argument goes. They all know that half their spend is wasted — they just don’t know which half. Maybe the joke’s on us digital marketers though, who garnered only 41% of global ad spend even in 2017 after years of strong growth. Unfortunately, while we were geeking out about attribution models and cross-device tracking, we were accidentally triggering a common human cognitive bias that kept us anchored on small amounts, leaving buckets of money on the table and fundamentally reducing our impact and access to the C-suite. And what’s worse is that we have convinced ourselves that it’s a critical part of what makes digital marketing great. The simplest way to see this is to realize that, for mo...
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Building Better Customer Experiences - Whiteboard Friday

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Posted by DiTomaso Are you mindful of your customer's experience after they become a lead? It's easy to fall in the same old rut of newsletters, invoices, and sales emails, but for a truly exceptional customer experience that improves their retention and love for your brand, you need to go above and beyond. In this week's episode of Whiteboard Friday, the ever-insightful Dana DiTomaso shares three big things you can start doing today that will immensely better your customer experience and make earning those leads worthwhile. Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hi, Moz fans. My name is Dana DiTomaso. I'm the President and partner of Kick Point , and today I'm going to talk to you about building better customer experiences. I know that in marketing a lot of our jobs revolve around getting leads and more leads and why can't we have all of the leads. The typical customer experience: But in ...
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