Marketing Blue Belt  ## Metadata - Author: [[Christopher Penn]] | [[3. Resources/Authors/Christopher Penn|Christopher Penn]] - Full Title: Marketing Blue Belt - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B00SOYBBGQ) - Document Tags: [[Marketing]] ## Document Notes ## Highlights - the challenge of modern marketing is that you have to be proficient at both technology and creativity, at left brain and right brain. ([Location 59](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=59)) - It’s when things aren’t as great that there’s an increased interest in data. ([Location 95](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=95)) - the MAISTER cycle: ([Location 105](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=105)) - Measurement is all about data collection, about having the right tools for the right job to ensure we get what we need. ([Location 107](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=107)) - analysis. We have to understand what happened, because if we don’t know what happened, we can’t provide any answers at all. ([Location 108](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=108)) - insight, the wisdom we need to explain what happened. ([Location 110](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=110)) - what do we do next? This is the essence of strategy. ([Location 112](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=112)) - how to do it by choosing our tactics. ([Location 113](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=113)) - do the work. We execute ([Location 113](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=113)) - review. What worked? What didn’t? What could we do differently? ([Location 115](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=115)) - selection: what data do we want to collect? ([Location 126](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=126)) - Goals are objective metrics. They answer the question of whether you’re there yet in the road trip of marketing. ([Location 130](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=130)) - key performance indicators are your top diagnostic measures. ([Location 131](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=131)) - the number you’re measuring dropped to zero, how much would your business suffer? ([Location 136](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=136)) - Qualified leads are your product. Web site traffic might well be a key performance indicator for manufacturing that product, even if it isn’t a key performance indicator for the company as a whole. ([Location 142](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=142)) - You may have data, but how clean is it? Is it complete? Is it accurate? ([Location 156](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=156)) - One of your first challenges is to get the data into formats you can work with. ([Location 177](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=177)) - From ancient Greek, analysis is to loosen up, to free. ([Location 198](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=198)) - Editorial calendars, marketing journals, whatever method you prefer for keeping track of what you’re doing is fine as long as you know what you’ve done. ([Location 419](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=419)) - PEST is an acronym that stands for political, economic, societal, and technological: ([Location 463](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=463)) - Societal changes include data such as demographic information. ([Location 474](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=474)) - Technology changes are among the easiest to spot in your marketing metrics, because the technological changes often pass new data into your marketing systems. ([Location 478](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=478)) - If you have few assets such as content, video, etc., the methods you can use in your marketing are different than if you had a vast multimedia library. ([Location 508](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=508)) - what’s the goal? ([Location 552](https://readwise.io/to_kindle?action=open&asin=B00SOYBBGQ&location=552)) ## Related by Author - [[3. Resources/Readwise/Books/AI for Marketers|AI for Marketers]] - [[3. Resources/Readwise/Books/Marketing Red Belt|Marketing Red Belt]] ## Related - [[3. Resources/Readwise/Articles/Almost Timely News Protecting Your AI Prompts|Almost Timely News Protecting Your AI Prompts]] - [[3. Resources/Readwise/Articles/Almost Timely News Resistance to AI|Almost Timely News Resistance to AI]] - [[3. Resources/Readwise/Articles/Almost Timely News The Importance of Open Source in AI|Almost Timely News The Importance of Open Source in AI]] - [[3. Resources/Readwise/Articles/Almost Timely News The Intelligence Revolution|Almost Timely News The Intelligence Revolution]] - [[3. Resources/Readwise/Articles/Almost Timely News What ChatGPT Is Really Good At, Measurement Strategies for Agencies|Almost Timely News What ChatGPT Is Really Good At, Measurement Strategies for Agencies]] - [[3. Resources/Readwise/Articles/Almost Timely News When Should You Use Generative AI|Almost Timely News When Should You Use Generative AI]] - [[3. Resources/Readwise/Articles/Almost Timely News, April 30, 2023 A Marketing Antidote for Large Language Models|Almost Timely News, April 30, 2023 A Marketing Antidote for Large Language Models]] - [[3. Resources/Readwise/Articles/Almost Timely News, July 23, 2023 AI, South Park, and LLaMas|Almost Timely News, July 23, 2023 AI, South Park, and LLaMas]] - [[3. Resources/Readwise/Articles/Mind Readings The Future of Social Listening in the Age of AI|Mind Readings The Future of Social Listening in the Age of AI]] - [[3. Resources/Readwise/Articles/Mind Readings What Makes a Good ConferenceEvent|Mind Readings What Makes a Good ConferenceEvent]] - [[3. Resources/Readwise/Articles/So What How to Do Prompt Engineering|So What How to Do Prompt Engineering]] - [[3. Resources/Readwise/Articles/You Ask, I Answer Ecological Impact of AI|You Ask, I Answer Ecological Impact of AI]] - [[3. Resources/Readwise/Articles/You Ask, I Answer Why Do Open Source Large Language Models Matter|You Ask, I Answer Why Do Open Source Large Language Models Matter]]