How to be a Statistically Significant Marketer [Audio]

When you start asking good questions about your statistical significance as a marketer, you’ve got a winning combination that will begin to lead you to meaningful results.

So, what are a couple of good questions that you can use to help you become statistically significant as a digital marketer?

Question 1: Are the results I’m seeing from my online marketing telling me what really happened?

Question 2: Are these results “good” enough to predict what will happen in the future?

The answer comes in a two-part series entitled .

Part 1: 2 Questions That Will Make You A Statistically Significant Marketer Find the audio here.

Part 2: Be A Statistically Significant Marketer (Part 2)


Brian tackles these challenging questions by introducing us to three characters involved in life-like scenarios that will seem all too familiar to some of us.

Finally, he ends with the question that every marketer has to continually ask at every step along the way: What do I do next based on the results I am seeing?

Here’s another solid question you can ask yourself: “Self, is it worth 15 minutes of my time to find out how to begin asking the right questions in my marketing efforts?” We’re going to help you out here and encourage you to go with a resounding “YES” on that one.

Download This Episode

3 Must Have Tools for Those Who Depend on Google Analytics [AUDIO]

What the chart said vs realitty

The staff was assembled, the stage was set. Representatives from every department plus some of the big brass were sitting around the long conference table.

I was about to present the data that showed how successful my marketing campaigns had been for the past month. This was important, because it had been like pulling teeth to get a more data-driven process in place.

IT had to be cajoled into setting up Google Analytics.

Sales had to be bullied into keeping good account of leads and sales.

Now, with the first full month of data in hand, I was going to point to some steady growth. My pitch was confident as I showed the increase in leads and correlated it with an increase in sales. I was going to be a star.

Until someone spoke up from sales.

“We didn’t get that many leads last month. Most of my sales came from affiliates.”

All eyes turned to me. What I would say next would either raise stature or destroy my credibility.

Was it my programs, or was it my analytics that caused this disconnect?

The right answer would have been, “I personally QA’d our analytics setup. These numbers are right.”

Could you have given that answer?

In my most recent Marketing Land article Is It The Site, Or Is It The Analytics? Debugging Google Analytics, I show you how to be certain that your Google Analytics setup is working as planned.

Whether you setup your own analytics or have your tech team do it, you need to know that the data you’re using is right.

Listen to the Article, Read by the Author





Brian Massey, Beyond the Lab Coat [AUDIO]

The original Conversion Scientist sat down with host of the Big Value Big Business podcast, James Lynch, to discuss everything from how he makes a terrible employee, to finding your own gimmick, to the inter-workings of a conversion scientist.

Some highlights from the interview include:

  • Brian spends a great deal of his time, helping businesses transform their websites through a “steady diet of visitor profiling, purposeful content, analytics and testing..”
  • Brian indulges his passion by speaking and writing about the art and science of conversion optimization. It is almost a sickness really.
  • What makes Brian tick? He thrives in the challenge of creating value, creating something new and helping businesses make more money on the traffic flowing through their website. “I mean who doesn’t want to get more money from the traffic that they’re getting on their website.”
  • Gain insight from his experiences in building a business in such a niche market, including why it is essential to create a “hook”, and of course, a “gimmick”. Sorry, the lab coat idea is taken.
  • Learn how converting more visitors into customer on your website is INDEED a science.

Brian Massey

 Grab your pen and paper, learn something new, and enjoy the latest edition of Big Value Big Business Podscast with James Lynch.

[pullquote position=”right”]“It takes a combination of experience, skill and neurosis to end up being a conversion scientist.” – Brian Massey[/pullquote]




Read and download the Transcript




Don’t Neglect the User Experience of Webinar Marketing

This is a guest post by Nis Frome.

Content marketers regularly rank webinars above blogging, white papers, and social media with regard to demand generation effectiveness and efficiency. In 2013 and 2014, the Content Marketing Institute reported webinars as second only to case studies in terms of digital marketing effectiveness. But often webinar marketing is a wholly selfish process – as in marketers rarely take a walk in the shoes of webinar viewers. If they did, they’d be appalled at what they saw.

What am I referring to?

Before I began hosting my own webinars, I sat on the other side of the screen as a viewer. Almost the entire experience – aside from actually getting the information I needed from the webinar – was riddled with bottlenecks, bugs, and an overall poor user experience. Specifically, landing pages contained far too lengthy (and often broken) forms; email notifications contained incorrect information or, worse yet, were nonexistent; downloading webinar software plugins meant I missed the first few minutes; and recordings were not to be found.

 None of the above should surprise you. In a recent survey conducted by The Conversion Scientist, Brian Massey, nearly 70% of marketers responded having spent more than six hours putting together the content for the webinar. Hot damn! That’s a huge time investment for just creating the content. It’s no wonder then that little effort is reserved for improving the rest of the webinar marketing experience for the end user.

I’ve meticulously documented many of the mistakes I’ve seen and, fortunately for you, addressing them doesn’t require much more than acknowledging them in the first place. Below are a quick five that you can implement immediately.

1. Interview the speaker – Have your moderator begin interviewing the speaker 10 minutes before the webinar is set to begin and continue doing so until five minutes until after the webinar is set to begin. This:

          a. Let’s you get to know the speaker better

          b. Entertains early arrivers

          c. Gives your audience a few minutes to get any necessary plugins downloaded, without boring the people who have arrived on time

2. Live Critique – Reading off a script can get pretty boring for those in the audience. Try keeping your presentation to 20-30 minutes and then inviting the audience to submit their work or use cases for a live critique. This gives you a chance to practice what you preach!

3. Q&A via Twitter – It may be hard for you to track all the audience questions but it’s even more difficult for those of us in the audience! Consider using a completely open chat room – cough, Twitter, cough – for Q&A. It makes the conversation last a whole lot longer.

4. Google Calendar integration – Members of your audience operate on their own schedules – not yours. So you know what’s better than getting reminders at times you’ve deemed appropriate? Getting reminders at times your audience has deemed appropriate! How convenient that users can manually adjust their Google Calendars to remind them about upcoming events at predetermined intervals! After a user registers, you can provide them with a link that will open the event in Google Calendar with all the necessary fields pre-filled (you don’t even have to be a programmer to do this):

 5. Recording – Fun fact: 85% of people don’t care whether they’re watching the live or recorded version of a webinar. The reality of the matter is that your audience may not be available during the one-hour timeslot you’ve selected. Most webinar software solutions let you record your webinar. Do everyone the favor of sharing it immediately after the live version is completed. 

 Nis FromeNis is a full-stack marketer with an obsession for UI/UX and growth hacking. He is an award-winning web and app developer, and is the co-organizer of both Natural User Interface Central and the Rutgers Mobile App Development club. Nis is currently the COO of Hublished, a webinar marketing optimization SaaS solution he co-founded as a junior at Rutgers University.

Cascade ContentFind out how to breathe new life into your Webinars by turning forgotten presentations into a shareable and lead generating cascade of content. Visit for more information and FREE Recommendations.

For even more tips, check out my recorded webinar below. The Content Cascade: Getting More Out of your Webinar

Marketing Power Processes #1-Be the Lord of the Rings

The power of a ringing phone gets noticed. If visitors to your site start calling your sales team, it will be noticed. You need to be able to measure the calls and toot your own horn as well. Unlike leads, calls have a power beyond a graph in a PowerPoint presentation. To become an indispensable marketer, make the phone ring.

Highlights (click to tweet):

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From the MarketingLand Analytics and Marketing Column.