Crabapple Communiqués - September 2024 Newsletter
Georgina Miller
Fractional CMO and brand & marketing strategist | Working with service businesses in finance, legal and healthcare
I know I'm biased about September because it's my birthday month, but it's a pretty good month in Colorado. And as we rapidly approach Q4, it's also a good time to start taking stock of the year so far, to see what more needs to be done by the end of the year. Vacations are over, we're back to school and focused. Let's get to it!
Sometimes I struggle with measuring marketing activities effectively. And it's not just me. Attribution is actually becoming harder and even people like Sparktoro are saying attribution is dying. So how can we effectively use data to measure marketing, without getting lost in the numbers? Of course, I have some thoughts...
Enjoy!
Data hacks for Heads of Marketing
It's a marketer’s job to justify what marketing does and the budget spent. And that comes down to data (ie numbers). The amount of data available in digital marketing can be overwhelming, but in other areas, it can be challenging to get – measuring the true impact of brand marketing on the bottom line has always been hard. So how do you strike that balance?
How their journeys help you understand your customers better
As far as I’m concerned, thinking about the customer journey is the ultimate hack to working out the right marketing tactics to reach your audience. Of course, customers are real people who don't necessarily move steadily from one step to the next, but if you start to think about how your customer interacts with your company in a methodical way, it becomes much easier to spot the gaps - where are you missing them?
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About me
The leaves are turning! I love September in Colorado because the weather is generally gorgeous and it's no longer SO hot. Also, the leaves are turning in the mountains and there are splashes of gold everywhere in the dark green.
The official term in the US for going to look at the leaves is "leaf peeping", which I've always thought it an odd term. Apparently it's falling out of favor and it's becoming more popular to call it "leave gazing", which I also don't love because it loses the rhyme. What about "leaf looking" for some alliteration? Any other suggestions?