Almost Timely News, 5 December 2021: Share of Memory, Auditing Google Analytics

Dec 6, 2021

Almost Timely News, 5 December 2021: Share of Memory, Auditing Google Analytics :: View in Browser

Almost Timely News

Learn the fundamentals of marketing analytics in a brand new talk »

What’s On My Mind: Share of Memory

I finally got a chance to upgrade my work laptop after three years. At the time, my last laptop was state of the art, but a lot has changed in three years. Part of the process of upgrading machines for me is to back up my data but none of the applications. In this case, that’s essential because the new Apple Macs have entirely different processors now, so older apps wouldn’t deliver the benefits of the new hardware.

So what I do when faced with a fresh new environment is reinstall apps from memory. I remember what I use on a regular basis and I install those things first. Only after I’ve done that do I look at my old computer and install the stuff that I forgot about and missed.

Installing new stuff

This tells me a couple of things. First, it tells me what I think is most important. For example, when I started installing this new machine, literally the first thing I installed was R and R Studio, my coding environment for much of my data science work at Trust Insights. Without that, I literally cannot do my job.

What’s interesting is what gets left behind. What apps didn’t make the first cut. What apps I frankly don’t need, period, and don’t make it over to the new machine at all. These apps don’t have mindshare. They don’t have space in my head dedicated to them, space in my brain that indicates their importance.

What does any of this have to do with marketing? Suppose I ran a mass unsubscribe tool on every publication and subscription in your inbox. What email newsletters would you remember to re-subscribe to? This happens more often than you think – when people change jobs, anything they subscribed to at their old work address is forgotten, and they have only their memories to rely on for what matters to them. Is your content on that mental list? Would you make the cut if your audience had to start over?

The same is true of your blog. Your podcast. Your YouTube channel. Any communications medium where your audience has to remember you – whether it’s to remember you exist, remember to download things, remember to watch or listen.

This is share of mind, share of memory . How much share of memory do you have? If your audience accidentally deleted all their bookmarks and subscriptions tomorrow, how many of them would come back?

The answer, of course, is directly proportional to the value you provide. Just as the apps that don’t provide regular and frequent value to me are forgotten, our audiences will forget us if we aren’t providing them the same kind of regular, frequent, and great value. The only way to avoid being consigned to the dustbin of memory is to dramatically increase the value we provide.

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ICYMI: In Case You Missed it

If I had to suggest only one of these articles to read from this week, it would be the piece on building an audit tool for your Google Analytics governance in Google Data Studio. it’s a short 7-minute YouTube video with step-by-step instructions to help you start solving some of your Google Analytics data quality mysteries.

  • How to Audit Your Google Analytics UTM Governance with Google Data Studio
  • Almost Timely News, 28 November 2021: The Roundups Are Coming, Temporal Vectorization in SEO
  • Is Your Content Marketing Worth Stealing?
  • So What? Last Minute Sales Tips

Skill Up With Free Classes

These are just a few of the free classes I have available over at the Trust Insights website that you can take.

  • Fundamentals of Marketing Analytics (new!)
  • How to Think About Google Analytics 4 (new!)
  • Proving Social Media ROI
  • Paradise by the Analytics Dashboard Light: How to Create Impactful Dashboards and Reports
  • How to Deliver More Value as an Agency

Thank You Notes

These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!

  • Listen to your customers, advises Christopher Penn, Co-Founder and Chief Data Scientist at
  • Content Marketing Analytics 101 (YouTube)
  • Data-Driven PR with Prezly (YouTube)
  • Diving into Data for Marketers – A.I., Google Updates, and More
  • Hold ’em or Fold ’em? Using AI to Evaluate Your Marketing Effectiveness | Featuring Chris Penn

What I’m Reading: Your Stuff

Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.

Social Media Marketing

  • Neuroscience Tells Us Social Media Marketing Doesn’t Work via MarketingProfs
  • How the Era of Audio Will Affect Influencer Marketing
  • Do For You Page Hashtags Actually Work on TikTok?

Media and Content

  • 18 Compelling Above the Fold Content Examples to Inspire Your Own
  • How To Prioritize Content Audit Findings Take Action
  • 3 Email Newsletter Best-Practices for Content Performance via MarketingProfs

SEO, Google, and Paid Media

  • How to Calculate Your SEO ROI Using Google Analytics via Moz
  • 5 steps to automate your SEO processes using simple programming tactics
  • The Comforting Mirage of SEO A/B Testing

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Tools, Machine Learning, and AI

  • LinkedIn and Intel tech leaders on the state of AI via VentureBeat
  • Top 12 AI and machine learning announcements at AWS re:Invent 2021 via VentureBeat
  • AI Weekly: Recognition of bias in AI continues to grow via VentureBeat

Analytics, Stats, and Data Science

  • Why Machine Learning Engineers are Replacing Data Scientists via KDnuggets
  • The Guide to Data Analysis with DuckDB via Analytics Vidhya
  • From Data Warehouses and Data Lakes to Data Fabrics for Analytics via insideBIGDATA

All Things IBM

  • IBM boosts material discovery to make gadgets more sustainable via IBM Research Blog
  • Protecting and storing data for a mobile bank app IBM Developer
  • Secure AI workloads using fully homomorphic encrypted data IBM Developer

Ad: Make Better Videos with Techsmith Camtasia

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Good Reads, Long Reads, Interesting Stuff

  • Techmeme: A look at the challenges spies face with biometrics, smartphones, and surveillance cameras, and how AI sifting through data changes espionage (Warren P. Strobel/Wall Street Journal)
  • Explainer: Omicron Variant Mutations and Why They Are Concerning
  • How Bonuses Get Employees to Choose Work Over Family via HBS Working Knowledge

Fun, Games, and Entertainment

  • Content Moderation Case Study: Discord Adds AI Moderation To Help Fight Abusive Content (2021) via Techdirt
  • ‘Hellbound’ Is Netflix’s Latest Korean-Language Hit After ‘Squid Game’

Economics, Politics, Environment, and Society

  • How to Research Stocks: 5 Steps for Beginners
  • Elon Musk and Jeff Bezos have sold $20 billion of Tesla and Amazon stock this year as insider sales soared to a record high via Markets Insider
  • PR Firms Are Major Players in Climate Policy and Obstruction

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How to Stay in Touch

Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:

  • My blog – daily videos, blog posts, and podcast episodes
  • My YouTube channel – daily videos, conference talks, and all things video
  • My company, Trust Insights – marketing analytics help
  • My podcast, Marketing over Coffee – weekly episodes of what’s worth noting in marketing
  • My second podcast, In-Ear Insights – the Trust Insights weekly podcast focused on data and analytics
  • On Twitter – multiple daily updates of marketing news
  • On LinkedIn – daily videos and news
  • On Instagram – personal photos and travels
  • My free Slack discussion forum, Analytics for Marketers – open conversations about marketing and analytics

Required Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.

Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.

My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.

Thank You!

Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.

See you next week,

Christopher S. Penn

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