In-Ear Insights, the Trust Insights Podcast

In this episode, Katie and Chris discuss the process of submitting for awards, whether they matter, which ones matter, and what a potential awards strategy should accomplish. Tune in to find out why awards aren't just vanity, and how they're part of the decision-making process for sales and marketing. Subscribe To This Show! If you're not already subscribed to In-Ear Insights, get set up now! In-E...

In this episode, Katie and Chris discuss the lessons learned after three years of being in business. What things went well? What things surprised us? What would we do differently? What's on the horizon? For entrepreneurs and the curious, lots of takeaways about building a company from scratch. Subscribe To This Show! If you're not already subscribed to In-Ear Insights, get set up now! In-Ear Insig...

In this episode, Katie and Chris discuss business development – a euphemism for sales – and how we're thinking about growing the business as the pandemic begins to wind down. What are some of our favorite business development techniques? What doesn't work? Listen in now! Subscribe To This Show! If you're not already subscribed to In-Ear Insights, get set up now! In-Ear Insights on Apple Podcasts I...

In this episode of In-Ear Insights, Katie and Chris discuss some of the silly questions interviewers had asked female guests on podcasts, especially questions related to gender and race. Learn how to ask better questions of guests, and as a guest on someone else's podcast, how to set appropriate boundaries and even provide guidance to the interviewer in advance. Subscribe To This Show! If you're n...

In this episode, Katie and Chris discuss why so many marketing organizations have difficulty with SEO keyword and topic identification. From insufficient tools to disorganized or ad hoc processes, learn one way of adding more structure and definition to your own processes, including the four-part framework Trust Insights uses for its own keyword management. Subscribe To This Show! If you're not al...

In this episode, Katie and Chris discuss the different algorithms for identifying influencers on social media services and advantages/disadvantages of each. They look at network graphing databases and how many influencer identification tools struggle to correctly identify influencers based on business goals. Subscribe To This Show! If you're not already subscribed to In-Ear Insights, get set up no...

In this week's episode, Katie and Chris preview the rough draft of an upcoming talk for the Agorapulse Instagram summit. Go behind the scenes on the talk, the research that went into it, and how we take data and try to make a coherent story about it. Please note the data shown in the episode was not final and has been  substantially revised  since then – if you want to see the final, register for...

In this episode of In-Ear Insights, Katie and Chris tackled the thorny ethics of what you put in your AI models, based on  leaked memos from Tiktok allegedly discriminating against protected classes . How do we know when an AI model is behaving badly by accident and by design? What are the steps we should take to prevent or mitigate this sort of thing in AI? Listen now to hear an in-depth explanat...

In this episode, Katie and Chris discuss the essence of community management. What makes a community thrive? What harms it to the point of dissolution? How do we ensure the communities we're building are set up for success? Listen in as they diagnose the  Analytics for Marketers  community and identify things that could be improved. Subscribe To This Show! If you're not already subscribed to In-Ea...

In this episode of In-Ear Insights, Katie and Chris ask the question: why don't we focus on or measure SEO for customer retention? After all, useful, valuable content isn't solely the provenance of new customer acquisition. Keeping existing customers happy and providing them value is equally or more important – but we don't typically measure that in marketing. You'll learn about the importance of...

In this episode of In-Ear Insights, Katie and Chris talk through how to make marketing operations during a crisis. When big, macro events have the world talking, what's appropriate and what's not when it comes to marketing? How should marketing leaders weigh the different operational decisions? Subscribe To This Show! If you're not already subscribed to In-Ear Insights, get set up now! In-Ear Insi...

In this episode of In-Ear Insights, Katie and Chris tackle the disconnect between what marketers think is hot versus what customers actually want. Do people really want more time on their screens? Do people need more meetings on their calendars? Watch or listen to find out the results of a survey and how content strategy for 2021 might change. Subscribe To This Show! If you're not already subscrib...

In this week's In-Ear Insights, Katie and Chris look at the year that was: the highs, the lows, the lessons learned. What allowed companies to survive? What doomed others? How did some of our beloved practices like forecasting fare? And what should we think about changing for 2021? Pull up a chair, grab your beverage of choice, and let's give 2020 the send-off it merits.

In this week's In-Ear Insights, Katie and Chris evaluate what marketing tactics are worth doing and not doing, based on data, experience, and company values. Learn how we decide what events to speak at, what podcasts to guest on, and more. You'll see a practical use for attribution analysis when it comes to making very tactical marketing decisions.   Sign up to our weekly #email newsletter: https:...

In this episode of In-Ear Insights, Katie and Chris tackle the challenges you've listed in our quarterly survey, especially around scaling your marketing, lead generation, and dealing with incredible uncertainty. How do we scale? How do we generate more leads? Tune in to find out! Subscribe To This Show! If you're not already subscribed to In-Ear Insights, get set up now! In-Ear Insights on Apple...

In this episode of In-Ear Insights, Katie and Chris talk about the devil that is viewthrough conversions. What are they? Why do advertising networks rely on them so heavily? Do they have a place in your marketing analytics? Learn why viewthrough conversions can be greatly misleading and what alternatives exist for robust, real measurement of marketing campaigns. Subscribe To This Show! If you're n...

In this week's In-Ear Insights, Katie and Chris tackle an unusual situation. What happens when data doesn't have answers? What happens when data simply doesn't provide any useful insights beyond confirmation of what you already knew? We review what your options are, and what might have gone wrong that led to the situation. If you've ever been stuck in this situation, listen to this episode for way...

In this week's In-Ear Insights, Katie and Chris discuss upcoming 2021 marketing trends. It's that time of year when everyone's pontificating on what's next in marketing. Listen in as we discuss: – Analytics infrastructure – Agile marketing – Private social media communities – Customer data privacy and sales – Value exchange Subscribe To This Show! If you're not already subscribed to In-Ear Insight...

In this episode of In-Ear Insights, Katie and Chris dig into this key question: is there such a thing as being too data-driven? "I'm not sure if you and I have discussed this in the past but it's been on my mind a lot lately, and I'm not sure if there's formal thought around this: Being TOO data-driven. I've seen areas where data point to weird or undesirable possibilities. Examples: A female YouT...

In this episode of In-Ear Insights, Katie and Chris discuss the latest findings on Instagram engagement rates, especially for Instagram TV. You'll learn: How brands fared in 2020 with a global pandemic and multiple, conflicting crises How influencers fared and whether influencers still as powerful What you should do with your social media monitoring strategy in 2021 Watch and listen as we dig into...

In this week's In-Ear Insights, Katie and Chris discuss a recent consumer data experience with one vendor sharing data to another vendor without the consumer's active consent. In this show, you'll learn what active consent is (and why it matters), how to track down the likely vectors of data sharing, and how marketers should think about consumer data collection and sharing. Subscribe To This Show!...

In this episode of In-Ear Insights, Katie and Chris discuss the newly-released Google Analytics 4. At a high level, what should marketers be thinking about? How soon should they migrate? Are some companies better suited for it than others? All these questions and more answered in this episode. Subscribe To This Show! If you're not already subscribed to In-Ear Insights, get set up now! In-Ear Insig...

In this episode of In-Ear Insights, Katie and Chris discuss the balance companies must find between cost and time. When should you outsource products, services, data sources, or analytics? Tune in to find out. Subscribe To This Show! If you're not already subscribed to In-Ear Insights, get set up now! In-Ear Insights on Apple Podcasts In-Ear Insights on Google Podcasts In-Ear Insights on all other...

In this week's In-Ear Insights, Katie and Chris discuss shiny object syndrome, blind spots in your marketing technology (especially around AI and machine learning) and how arrogance can lead to substantial technical problems in your tech stack and company culture. How can you avoid pitfalls and blind spots? How do you manage AI and machine learning initiatives, especially if you're a non-technical...

In this week's In-Ear Insights, Katie and Chris examine rapid response marketing. How do you react when a major event happens in your market on a very short timeframe? We look at Amazon Prime Day 2020 and how marketers must react on a significant marketing activity in just two weeks. Will marketers make it work? Will they lose out to Amazon entirely? Tune in for a full discussion. Subscribe To Thi...