Explore every episode of the podcast In-Ear Insights from Trust Insights

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris tackle the issue of bias in AI, particularly managing bias in large language models. Discover real-life examples of how bias manifests and the potential consequences for businesses, including reputational damage and the reinforcement of harmful stereotypes. You will learn about a critical [...]

Read More... from In-Ear Insights: Responsible AI Part 2, Managing Bias

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss how to use the power of Ideal Customer Profiles (ICPs) to achieve product market fit and accelerate your marketing success. You’ll learn practical strategies for leveraging ICPs to validate your product ideas, ensuring you are building solutions your target audience truly [...]

Read More... from In-Ear Insights: Product Market Fit and the Ideal Customer Profile

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss generative AI and professional development, the importance of subject matter expertise when using AI for marketing tasks, such as analyzing backlink data. You’ll learn why relying solely on AI-generated insights without understanding the underlying data can be risky. Katie and Chris [...]

Read More... from In-Ear Insights: Generative AI and Professional Development

In this episode of In-Ear Insights, Katie and Chris discuss the impact of the Great Resignation on organizations and how marketers should be thinking about preserving institutional knowledge. How do you anticipate and protect your organization from unexpected (or expected) departures, ensuring you can still meet your goals and create the kind of impact you [...]

Read More... from {PODCAST} In-Ear Insights: Organizational Change and the Great Resignation

In this episode of In-Ear Insights, Katie and Chris examine discrepancies between Google Search Console data and third-party SEO tool data. What are the major differences? What actions should we take with each of the datasets? What purposes and functions are appropriate for each dataset? How should we better use Google Search Console data? Take [...]

Read More... from {PODCAST} In-Ear Insights: Google Search Console and SEO Tool Data

In this episode of In-Ear Insights (the Trust Insights podcast), Katie and Chris discuss the data available to marketers for social media analytics around TikTok, plus an in-depth discussion of influencer analytics and how to identify influencers on TikTok. Tune in to find out how – and get your copy of the new paper at [...]

Read More... from {PODCAST} In-Ear Insights: TikTok and Social Media Analytics

In this week’s In-Ear Insights, Katie and Chris walk through effective process development for marketing, especially marketing technology. Listen in as they work out the process for setting up a Twitter hashtag monitoring bot for Social Media Marketing World. [podcastsponsor] Watch the video here: Can’t see anything? Watch it on YouTube here. Listen to the [...]

Read More... from {PODCAST} In-Ear Insights: Process Development for Marketing Technology

In this week’s In-Ear Insights, the Trust Insights podcast, Katie and Chris tackle the basics of blockchain, cryptocurrencies, and NFTs under the umbrella of “Web3”. What is it? How does it work? Why should you care? What are the business implications and strategies you should pursue? Tune in to find out! [podcastsponsor] Watch the video [...]

Read More... from {PODCAST} In-Ear Insights: Introduction to Web3

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris dig into data analytics. What is data analytics? How is it different than, say, marketing analytics? What are the prerequisites for data analytics? Learn all this and much more in this episode. [podcastsponsor] Watch the video here: Can’t see anything? Watch it [...]

Read More... from {PODCAST} In-Ear Insights: What is Data Analytics?

In this week’s In-Ear Insights, Katie and Chris discuss how marketers and business folks should approach data visualization, reports, and dashboards. What are some of the best – and worse – practices in data viz? You’ll also learn the secret of great data visualization: user stories. Tune in to find out how! [podcastsponsor] Watch the [...]

Read More... from {PODCAST} In-Ear Insights: Data Visualization Principles and Basics

In this week’s In-Ear Insights, Katie and Chris walk through the software development life cycle – the SDLC – and how we can apply it to marketing operations. From Data Studio dashboards to Google Ads to SEO, the overall process behind the SDLC applies well to any kind of marketing operations that require planning. Tune [...]

Read More... from {PODCAST} In-Ear Insights: Applying the SDLC to Marketing Operations

In this week’s In-Ear Insights, Katie and Chris dig into the four pillars of content marketing strategy – creation, distribution, amplification, and performance. You’ll also learn about why backlinks are so important to both SEO and content marketing generally. Tune in now! [podcastsponsor] Watch the video here: Can’t see anything? Watch it on YouTube here. [...]

Read More... from {PODCAST} In-Ear Insights: Content Marketing Strategy

In this week’s In-Ear Insights, Katie and Chris take a walk on the wild side of affiliate marketing. What is affiliate marketing? What is affiliate marketing’s relationship with influencer marketing? How do you know if affiliate marketing is something to consider for your marketing mix? Tune in to find out! [podcastsponsor] Watch the video here: [...]

Read More... from {PODCAST} In-Ear Insights: Affiliate Marketing Overview

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss how to spot an AI snake oil salesman, a vital skill in today’s hype-filled environment. Learn the questions to ask that reveal true expertise and understand the hallmarks of genuine AI knowledge. Discover the red flags to watch out for so [...]

Read More... from In-Ear Insights: How to Spot AI Snake Oil Salesmen

In this episode of In-Ear Insights, Katie and Chris talk about business strategy. From popular frameworks like SWOT analysis to concepts like Simon Sinek’s Start With Why, as well as the Trust Insights 5P Framework, learn how to approach business strategy and distill down the massive concept into actions you could take. [podcastsponsor] Watch the [...]

Read More... from {PODCAST} In-Ear Insights: Business Strategy

In this episode of In-Ear Insights, Katie and Chris talk about local SEO and the four key sets of local SEO basics – technical SEO, on-site local SEO, content, and off-site local SEO. Learn the basics and what companies local SEO benefits most. [podcastsponsor] Watch the video here: Can’t see anything? Watch it on YouTube [...]

Read More... from {PODCAST} In-Ear Insights: Local SEO Basics

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris walk through the (Artificial Intelligence and Machine Learning) AI/ML Lifecycle. When you’re thinking about deploying artificial intelligence and machine learning in your organization, especially for marketing purposes, what are the steps in the process you need to consider? Listen in and discover [...]

Read More... from {PODCAST} In-Ear Insights: Exploring the AI/ML Lifecycle

In this episode of In-Ear Insights, Katie and Chris review a Google Analytics Audit case study of a client who was missing attribution data on more than 75% of their website visitors. When your data is that dirty, making good, data-driven decisions is all but impossible. Watch or listen as they talk through what happened [...]

Read More... from {PODCAST} In-Ear Insights: Google Analytics Audit Case Study Review

In this episode of In-Ear Insights, Katie and Chris discuss the evolution of the Trust Insights 6C Data Quality Framework into the Data Quality Lifecycle. Learn what the Data Quality Lifecycle is, why it matters, and how to start applying the concept to your own marketing data. [podcastsponsor] Watch the video here: Can’t see anything? [...]

Read More... from {PODCAST} In-Ear Insights: The Data Quality Lifecycle

In this week’s In-Ear Insights, Katie and Chris tackle Tiktok. What data is available to marketers and creators? What data is not available by normal means? What kind of analytics does Tiktok provide – and what kind of TikTok analytics do you need to obtain for yourself? Tune in to find out. [podcastsponsor] Watch the [...]

Read More... from {PODCAST} In-Ear Insights: Basics of Tiktok Analytics and Tiktok Data

In this week’s In-Ear Insights (the @trustinsights podcast), @katierobbert and @cspenn answer the most common question in our inboxes: what are the 2022 marketing trends we should be paying attention to? Find out why trend spotting is unreliable, what data sources to check for actual trends, and what Katie and Chris think are actual trends [...]

Read More... from {PODCAST} In-Ear Insights: 2022 Marketing Trends

In this week’s In-Ear Insights, Katie and Chris answer a question from the MarketingProfs B2B Forum on how YouTube analytics data can be used for B2B marketing – and how YouTube itself fits into your B2B marketing strategy. Watch and listen for tips on how to do YouTube research to inform your YouTube strategy as [...]

Read More... from {PODCAST} In-Ear Insights: YouTube Analytics for B2B Marketers

In this week’s In-Ear Insights, we answer a question from Janine about budgeting for a marketing strategy. She asked at a recent webinar who asked how to persuade decision-makers to invest in a more comprehensive marketing program. We talk through some conceptual frameworks to help marketers and executives understand different levels of investment needed to [...]

Read More... from {PODCAST} In-Ear Insights: Budgeting Appropriately for Marketing Strategy

In this week’s In-Ear Insights, Katie and Chris answer a very popular question: what do you do when the numbers don’t add up and you have conflicting results? When your Facebook results conflict with the data in Google Analytics, when your CRM doesn’t match your marketing automation, when accounting asks you why your forecasts were [...]

Read More... from {PODCAST} In-Ear Insights: Dealing With Conflicting Results in Marketing Analytics

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris explore the human side of how to adopt Agile and prompt engineering. Learn how to build trust within your team and address anxieties surrounding AI and automation. Discover strategies for fostering open communication and encouraging ownership among team members, even those hesitant [...]

Read More... from In-Ear Insights: How to Help Marketers Adopt Agile and Prompt Engineering

In this episode of In-Ear Insights, Katie and Chris tackle a recent question: “My struggle is how to create connection, emotion and story from highly technical content. Any advice?” They dig into customer behaviors, user stories, and other tips & tricks you can use to lift your technical content up. Tune in to find out [...]

Read More... from {PODCAST} In-Ear Insights: Storytelling With Highly Technical Content

In this episode, Katie and Chris reflect on the revelations about Facebook Inc. and how a company’s business practices can put it so far out of alignment with your core values that you have to stop doing business with them if you want to stay true to your values. But making a major change like [...]

Read More... from {PODCAST} In-Ear Insights: Roadmap for Quitting Facebook As a Business

In this episode inspired by a question from Content Marketing World, Katie and Chris talk about how to use data and analytics to build a content marketing roadmap. What data should you pay attention to? What does a data-driven content marketing roadmap look like? Tune in to find out! [podcastsponsor] Watch the video here: Can’t [...]

Read More... from {PODCAST} In-Ear Insights: Using Data to Build a Content Marketing Roadmap

In this episode, Katie and Chris discuss what makes truly compelling content marketing, from storytelling structures to research and development. How do you keep people engaged in your content? Tune in to find out how to create thumbstopping content marketing! [podcastsponsor] Watch the video here: Can’t see anything? Watch it on YouTube here. Listen to [...]

Read More... from {PODCAST} In-Ear Insights: Creating Thumbstopping Content Marketing

In this episode of In-Ear Insights, Katie and Chris discuss the alphabet soup of some common marketing metrics – CPM, CPC, CPA, ROAS, ROI, and CLV – what they mean, when they apply, and how to interpret them. How do you organize these metrics to tell a coherent story about the customer experience, and what [...]

Read More... from {PODCAST} In-Ear Insights: Common Marketing Metrics and B2B Marketing Strategy

In this episode of In-Ear Insights, Katie and Chris discuss MarTech stack drift. What happens when your strategy changes, but your marketing technology doesn’t? What are the consequences, and how do you begin remediating it? Tune in to hear the 5-step strategy for realigning your MarTech with your overall strategy. [podcastsponsor] Watch the video here: [...]

Read More... from {PODCAST} In-Ear Insights: Marketing Strategy and MarTech Stack Drift

In this episode, Katie and Chris discuss the different levels of complexity when it comes to AI and machine learning in marketing. What’s the difference between AI and data science, and when should you focus on one or the other? What cautionary tales should marketers understand before positioning a product as powered by AI? Do [...]

Read More... from {PODCAST} In-Ear Insights: Simple and Complex AI in Marketing

In this episode of In-Ear Insights, Katie and Chris walk through the Google Analytics 4 Attribution Modeling. Watch as they explain the details, the different settings, which built-in model you should use most of the time, how to visualize your funnel, and explore some anomalies that might require you to use more than one attribution [...]

Read More... from {PODCAST} In-Ear Insights: Google Analytics 4 Attribution Modeling Walkthrough

In this episode of In-Ear Insights, Katie and Chris talk about mitigating biases when conducting market research. Whether you’re conducting surveys, 1:1 interviews, or focus groups, what you bring into your research can dramatically affect – and even invalidate – the outcome. Learn how to mitigate these problems and keep your research as free of [...]

Read More... from {PODCAST} In-Ear Insights: Mitigating Biases in Market Research

In this week’s In-Ear Insights, Katie and Chris answer a listener question: what are the most important skills or things to know when you become a new manager? What are some of the major obstacles that individual contributors face when finding themselves in a management role? Tune in to learn about essential management skills. You’ll [...]

Read More... from {PODCAST} In-Ear Insights: Essential Management Skills

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss using Agile principles for prompt engineering – agile prompt engineering. You will learn the importance of process development and project management when working with large language models (LLMs) like ChatGPT. Discover how to use the 5 P’s framework and the RACE [...]

Read More... from In-Ear Insights: How to Apply Agile Prompt Engineering

In this episode of In-Ear Insights, Katie and Chris tackle the loss of institutional knowledge and how we could prevent it. If you’ve ever been at a conference over the span of a few years, you’ve heard the same questions come up during Q&A over and over again. Why? Because companies aren’t doing a good [...]

Read More... from {PODCAST} In-Ear Insights: Slowing Institutional Knowledge Loss

In this week’s In-Ear Insights, Katie and Chris go on a bit of a rant. The folks over at Content Marketing World asked the intriguing question: “What’s your biggest pet peeve when it comes to content marketing?” If only they’d known what this would unlock. Tune in to find out more about our content marketing [...]

Read More... from {PODCAST} In-Ear Insights: Content Marketing Pet Peeves

In this week’s In-Ear Insights, Katie and Chris pause to take a look back at the first half of the year and do a mid-year goal checkup. What should you be thinking about at the midpoint of the calendar year, and how does that thinking inform your goals for the rest of the year? What [...]

Read More... from {PODCAST} In-Ear Insights: Mid-Year Goal Checkup and Planning

In this week’s In-Ear Insights, Katie and Chris talk about AI applications and distractions. How important is it that you know the technology? What level of depth is necessary for marketers to make marketing technology work for them? Tune in to find out! [podcastsponsor] Watch the video here: Can’t see anything? Watch it on YouTube [...]

Read More... from {PODCAST} In-Ear Insights: AI Applications and Distractions in Marketing

In this week’s In-Ear Insights, Katie and Chris talk about the newest advances in natural language generation and walk through an example of what’s available now for creating content with the assistance of AI. Watch the demonstration, listen to the implications for marketers, and start formulating your AI-based content marketing strategy. Tune in to find [...]

Read More... from {PODCAST} In-Ear Insights: Advances in AI Natural Language Generation and Marketing Implications

In this week’s In-Ear Insights, Katie and Chris walk through the Google Analytics UTM tracking order of operations. You’ll learn exactly how Google Analytics processes UTM codes, why they’re so important, why Google sometimes gets attribution wrong, and in what order codes are processed – especially when Google Ads is in the mix. If you’ve [...]

Read More... from {PODCAST} In-Ear Insights: Google Analytics UTM Tracking Order of Operations

In this episode of In-Ear Insights, Katie and Chris dig into the announcements around Google’s newly announced AI model for advanced search, Google MUM, or the multitask unified model. Learn what Google MUM is, why it should matter to content producers, and how to think about adapting your content strategy to deal with what could [...]

Read More... from {PODCAST} In-Ear Insights: Google MUM, SEO, and Content Strategy

In this episode, John and Chris walk through the current incarnation of Google Search Console, explaining the different features and functions – and what marketing purposes they serve. Tune in to find out how Google Search Console can help you measure things like brand strength and public relations efforts, in addition to being a vital [...]

Read More... from {PODCAST} In-Ear Insights: Introduction to Google Search Console

In this episode of In-Ear Insights, Katie and Chris talk about code quality assurance, process management, and how often you should be updating your standard operating procedures. What happens if you don’t keep your QA processes and code in good working order? Tune in to find out! [podcastsponsor] Watch the video here: Can’t see anything? [...]

Read More... from {PODCAST} In-Ear Insights: Marketing Technology QA Processes

In this episode of In-Ear Insights, Katie and Chris discuss recent privacy changes, iOS 14.5, why Google wasn’t freaking out like Facebook was, and how Google can promise to intelligently append/fill in missing third party data where other adtech platforms cannot. Find out why you’ll be spending more money in Google Ads in the coming [...]

Read More... from {PODCAST} In-Ear Insights: Google Analytics and Third Party Data

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris provide a practical guide to prompt engineering, prompt engineering 101. Learn how to approach prompt creation like software development, starting with thorough requirements gathering using the 5 P’s framework. Discover the power of the RACE framework (Role, Action, Context, Execute) for crafting [...]

Read More... from In-Ear Insights: Prompt Engineering 101

In this week’s episode of In-Ear Insights, John and Chris talk about a subversive Google Ads scam that may be putting fake leads into your lead generation efforts. Learn what we’ve uncovered and what you can do about fighting Google Ads fraud. John details more of his findings: Kind of an odd title I know, [...]

Read More... from {PODCAST} In-Ear Insights: Lead Generation Spam and Google Ads Fraud

In this week’s episode of In-Ear Insights, Katie and Chris bring on special guest Brooke Sellas of BSquared.media to talk about third party data loss, iOS 14.5, and what marketers should be thinking about and doing to adapt to data loss now and in the future. Topics covered: The differences among first party data, second [...]

Read More... from {PODCAST} In-Ear Insights: Advertising and Third Party Data Loss

In the week’s episode of In-Ear Insights, Katie and Chris talk shop about process change management when it comes to process management. How do we handle the creation and adoption of new processes, especially when they’re big changes? Tune in! [podcastsponsor] Watch the video here: Can’t see anything? Watch it on YouTube here. Listen to [...]

Read More... from {PODCAST} In-Ear Insights: Process Change Management