This podcast dives into various aspects of data architecture, visualization, and the future of AI in marketing.

1. Data Architecture and Integration: We talk about how tools like Google Analytics, UTM parameters, and eCommerce platform data can be integrated into a single report. This integration allows for platform-level attribution, providing a comprehensive view of marketing performance.
2. Data Process and Challenges: We discuss the process of collecting data from surveys, designing statistical experiments, and performing modeling in transportation research. And highlight the difficulties of merging and mapping data from different sources, a challenge familiar across various industries.
3. AI in Coding and Learning: The conversation shifts to the role of AI tools in coding. While AI can assist in learning Python and other languages, it has limitations, particularly with more complex tools like D3.js. The potential to improve AI’s ability to assist with complex coding tasks, especially for data visualization, is noted.
4. Public Transit vs. Car Culture: Tukey shares her experience with public transportation in different regions, advocating for more sustainable travel options and the benefits of shifting from car reliance to public transit. There are improvements in certain cities but there's more progress to be made.
5. AI’s Role in Data Visualization: AI can simplify the analysis and visualization of data. AI can help navigate dynamic outputs and identify which data visualizations are most important. And can personalize visualizations, though it may not fully replace human expertise for more complex tasks.
6. Personalized Marketing Reports: We chat about personalized marketing reports, similar to end-of-year summaries in the music industry. These reports would highlight top-performing ads and key audience segments for clients.

In this exciting episode, Ashley Royalty sits down with Dani Egick from PAIGE, a pioneering fashion brand. Dani shares insights on leveraging TikTok for brand growth, the importance of balancing new customer acquisition with retention, and the evolving landscape of influencer marketing. She also discusses the significance of real-world experiences in brand awareness and the potential of advanced measurement tools for optimizing marketing strategies. Tune in to discover how PAIGE has sustained its success for 20 years and what the future holds for fashion marketing.

TikTok and Digital Marketing Insights

• Discussion on the effectiveness of TikTok for brands and its potential for user engagement.
• Dani's experience with other brands and the strategies that worked best on TikTok.
• Importance of blending organic content with paid media to maximize reach and engagement.
• The role of UGC (User-Generated Content) and editorial inclusions in building sustained brand awareness.
• Insights on measuring brand awareness through metrics like sustained increase in website traffic and social media engagements.

Broader Digital Landscape and Influencer Marketing

• Shifting focus from TikTok to a broader digital marketing strategy.
• Balancing new customer acquisition with retention and the challenges of measuring brand awareness.
• The significance of search volume as an indicator of brand awareness.
• Underrated channels for top-of-funnel marketing, including real-world events and digital out-of-home advertising.
• Selecting the right influencers for genuine brand partnerships and the importance of authenticity in influencer marketing.
• Common pitfalls in digital marketing and the importance of consumer research and focus groups.

Advanced Measurement and Future Trends

• Background experience with performance marketing and partnering with Measured for advanced tracking and measurement.
• The impact of AI and new tools from platforms like Google on digital marketing.
• The potential of AI-driven solutions to enhance shopping experiences and improve ad targeting.
• Discussion on future trends in fashion marketing, including a shift towards more in-person experiences and data-driven decisions.

Special Offer

• Exclusive 10% discount on your next order at paige.com with code PODCAST.

Today we chat with Jake Lambert from Fresh Egg to talk all things CRO. We will discuss how CRO should be an integral part of the overall business strategy, not just a standalone marketing effort. By aligning CRO with broader company goals and ensuring collaboration across teams, businesses can make better-informed decisions and drive significant improvements in user experience and conversion rates.

Identifying Issues in Conversion Funnels:

• Focus on high-traffic areas like product pages rather than final checkout pages, where significant drop-offs occur.
• Analyze heat maps and user testing to determine where and why users drop off.

Statistical Significance in Testing:

• Determine acceptable risk and significance thresholds (e.g., 90% significance).
• Use online calculators to figure out necessary traffic and duration for tests.
• Understand the expected uplift percentages and align them with test durations.

Forecasting Test Success Rates:

• Leverage historical data to estimate test success rates and uplifts.
• Use industry-specific win rates (e.g., 33% in retail, 39% in finance) to set realistic expectations.

Addressing External Influences:

• Recognize that external factors (e.g., weather, promotions) affect both control and variant groups.
• Use consistent data sets to measure CRO impact, isolating the effect of changes made.

Tools and Developer Collaboration:

• Utilize user-friendly CRO tools like WebTrans Optimize.
• Secure developer buy-in by integrating CRO tasks into development sprints.
• Establish a unified data source for consistent decision-making across teams.

Future Trends in CRO:

• Short-Term: Emphasis on demonstrating ROI due to economic pressures.
• AI Integration: AI can handle standard optimizations, freeing up practitioners for more innovative tasks.
• Personalization: While AI can standardize best practices, human input is needed for unique brand elements.