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How to Overcome Analysis Paralysis on reddit

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Historically humans have had to make decisions with too little data and guess. Now we have too much data and still end up guessing. How do you know when you have enough information to move on and stop analyzing? This was an issue that came up just in the last couple weeks as we went over a client's survey data. We are always looking for that next insight, that next pearl of wisdom that can be the "AH HA" moment of how to accomplish a goal. The problem is if our "AH HA" moment doesn't meet the climactic crescendo we're hoping for it feels we haven't found it yet and keep looking. Sound familiar?Analysis paralysis is a common dilemma faced by many individuals, characterized by over-thinking and over-analyzing the data to the point where decision-making becomes exceedingly difficult. So how do we break this chain?

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Strategies to overcome analysis paralysis

Start with questions.What question are you trying to answer with your data? Create a list of 5-7 questions where the answer feels like your "AH HA" moment. Focus all analysis efforts on answering those questions first.Keep them simple for starters:<ul><li>Why did the customer choose us?</li><li>How did the customer find/discover us?</li><li>Did the customer get what they needed and are they satisfied with their choice?</li></ul>Ideally these questions are determined before you even write the first survey (if using survey data is the goal), so you can better craft your questions and understand the data more clearly afterwards.If your data set is not survey data you should still start with your target questions first. After those are answered then you can look for deeper insights as time allows.

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Be OK with the fact the answer may not exist in your data

It's common going through datasets when the answer just simply isn't there. It doesn't mean the insight doesn't exist, just that this particular dataset didn't capture it. The instinct many will face is to derive and assume an answer instead of saying "I don't know". If the question is unimportant then you can ignore and move on. If it turns out to be important then you can take steps to determine what data is needed to answer the question. Then you can figure out if that's data you have or data you need and continue accordingly.

Using your questions from earlier plan out your story so you can take your answers and plug them in the right place. This will also help you plan your time to ensure you leave enough time for writing the narrative and recommendations. If you couldn't directly answer one of your questions you can use the recommendation section to advise on new data to collect to answer the hanging question.

Analysis Paralysis hits most people at some point. If you reached a wall and can't continue further, feel free to schedule a consult and we may be able to help you find the narrative you're looking for, or take on the project for you.

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How to get out of your own way and know when you know enough

Beware of Analysis Paralysis

Beware Analysis Paralysis

As a marketing manager, you know to follow the money. If a channel is consuming most of your budget, focus your time optimizing that channel’s performance. But what if optimizing a channel in a vacuum can actually destroy your success? That’s how you inadvertently enter the death spiral.Imagine a paid search campaign. You optimize its performance to drive more and more conversions and sales through keyword refinements, bid adjustments, and message tweaking. You learn what message works really well and you then increase its budget to drive volume. Everyone’s happy, right?The problem is that in doing so, you’re not optimizing your message, you’re optimizing your message on that channel by filtering out unwanted traffic. But what about the traffic unmotivated by a particular message? Your conversion rates will improve, but only with a smaller and smaller segment of the market. Your message has lost all flexibility as you take bigger slices of a shrinking pie.

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Attribution analysis is a tool to understand multi-touch conversions, but too often we see people use it for optimization

The dark side of optimization

How to avoid the "death spiral"

The Dark Side of Attribution Analysis

The dark side of attribution analysis

It was a spring morning in 2012 when I pulled open Google Analytics for a client to run a regular report only to see the worst: Sales dropped off a cliff. Not to zero, but way down. “What happened?!” I went through acquisition reports and saw declines across the board: organic search sales, paid search sales, affiliate sales, referrals, everything that reliably produced sales was 20-30% lower with no explanation. I reported the findings to the client, who was understandably distraught. Nothing significant changed on their end in messaging. It’s like someone flipped a switch and POOF!I spent hours looking through pageview reports, conversion variances, but no clear sign as to why everything was down across the board. Then it hit me:

Have you seen similar issues in your analytics? Schedule a call and we can assess your implementation to ensure you are tracking what you think you’re tracking, and help find any unseen gaps that could be hiding insights.

Tracking error pages is critical to find what might be causing an error in the first place

How a small error can cost thousands

Check your tagging. Track everything.

How lack of server maintenance caused thousands in damages

One of the unsung heroes of World War 2 was a gentleman named Abraham Wald. You wouldn’t know it, but he’s responsible for saving thousands of American airmen lives because of data he didn’t have.As the allies made gains in Europe they had the ability to add armor to planes for resilience against anti-aircraft flak. But where to put it? And how does this apply to modern day digital marketing?

Bomber damage mapped for statistical analysis

Survivor's bias

The answer is in data you don't have

How WW2 Statistical Analysis Will Make You Money today

Maximizing your data's potential to drive leads or sales"... ...is the mission of many businesses today. With the right techniques and strategies, data can be used to create meaningful and actionable insights and enable businesses to make informed decisions. Data-driven marketing campaigns can be used to generate leads, build customer relationships, and increase conversion rates. Data visualization tools can help businesses to uncover trends and patterns in their data, while predictive analytics can be used to forecast future demand and plan campaigns accordingly. Additionally, machine learning algorithms can be used to identify patterns and provide insights into customer behavior. Did you know D2 built its own Analytics platform called <a href="https://variametrix.com/" rel="noopener noreferrer" target="_blank">VariaMetrix</a>? Data-driven marketing campaigns can also be used to increase customer engagement and loyalty. Companies can use data to identify customers’ interests and target them with personalized messages and offers. This can be a powerful way to increase customer loyalty and build relationships. Data-driven marketing strategies can also be used to optimize the customer experience. Companies can create customer profiles based on their past buying patterns and target them with the right messages at the right times.We know analytics can be overwhelming. With our help, you get the power to make better decisions and achieve greater outcomes. Our team of experts can help you leverage the data you have to gain actionable insights. Our services include implementation, quality assessment, custom report building, and detailed insights not available from surface-level reporting.At D2, we have many resources available to you. See examples of our <a href="https://thinkd2.com/service/analytics. " rel="noopener noreferrer" target="_blank">analytics services</a>. Did you know we built our own marketing analytics tool called <a href="https://variametrix.com" rel="noopener noreferrer" target="_blank">VariaMetrix</a>? Let's schedule a demo to get you started.Don’t wait - take your analytics to the next level! Please contact us to schedule a meeting and discuss how to best utilize our services. We look forward to working with you.

Data-driven marketing campaigns can be used to generate leads, build customer relationships, and increase conversion rates.

Unlock hidden insights with analytics 

Unlock Hidden Insights with Our Analytics Services 

Unlock hidden insights with our analytics services 

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Orca for Business is an employer paid program offered by Pierce Transit to encourage employees to use public transportation for commuting. The program offers a variety of options for public transportation including bus, rail, and vanpool. The video was designed to outline the benefits of the program for both employers and employees. It was used as a sales tool to educate businesses and encourage sign-ups. The animation utilized Pierce Transit brand colors and style.

The video was designed to outline the benefits of the program for both employers and employees.

Pierce Transit

ORCA Outreach Campaign

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Pierce Transit | ORCA Outreach Campaign

The Environmental Stewardship Award honors businesses for innovative and adaptive measures that promote environmental sustainability in an industrial setting or demonstrate overall commitment to the natural environment. The Cargo Anchor Award honors businesses that have a positive economic impact in the NW region. The event is attended by NWSA Managing Member co-chairs and leaders from regional maritime and transportation-related organizations. D2 created the event invite, slide show template, and 3 videos for use day of the event. An intro loop video displayed the sponsors and award winners, past and present, and 2 video interviews gave some context to the winners of the awards and the reasons they won.

D2 created the event invite, slide show template, and 3 videos for use day of the event.

Northwest Seaport Alliance

Event Motion Graphics

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Northwest Seaport Alliance | Event Motion Graphics

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The Northwest Seaport Alliance is located in the Seattle/Tacoma area and has two ports to serve the Pacific Northwest and beyond. 

Big Campaign

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Northwest Seaport Alliance | Big Campaign

Lewis County PUD was looking to add to their video education library and utilize their mascot, Sparky as the video narrator. The goal for this video was to educate home owners of potential energy leaks within their home and showcase how to uncover them, and save money by stopping them. With very few visual assets to work with and a shortened time frame, D2 utilized motion effects with still images and motion graphics animation to create this video story.

Lewis County PUD was looking to add to their video education library             and utilize their mascot, Sparky as the video narrator.

Lewis County PUD

Public Outreach Video

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Lewis County Public Utility District | Public Outreach

The Integra user conference is held every year in different locations throughout the United States.

Integra Group

Conference

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Integra Group | Conference

Amtrak Cascades partnered with one of the oldest festivals in Portland to promote traveling by train as a way to reduce traffic and parking at the event.

Amtrak Cascades

Rose Festival

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Amtrak Cascades | Rose Festival

This travel video was produced as part of a larger destination marketing campaign for Amtrak Cascades. Our goal is to promote train travel within Oregon by showcasing all the amazing places you can visit there. Utilizing both still images and video clips, we pieced together a short How To See Portland story, utilizing animated motion graphics. The video was displayed on social media and web during a month-long promotion for destination: Portland.

This travel video was produced as part of a larger destination             marketing campaign for Amtrak Cascades.

Portland travel video

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Amtrak Cascades | Portland travel video

The World Athletic Championships, locally branded as Oregon 22, brought the best track and field athletes from around the world to Eugene in 2022. The event was based at the University of Oregon. This was the first time it was ever held in the United States and, fortunately, right along the Amtrak Cascades train route. As part of our ongoing work with Oregon Dept of Transportation, we developed a campaign to build awareness of the event, Amtrak Cascades' and transit options to Eugene, and to promote Oregon experiences and destinations that could be enjoyed by visitors before, during and after the event. The additional benefits were to reduce congestion on I-5 and in Eugene.

The World Athletic Championships, locally branded as Oregon 22,              brought the best track and field athletes from around the world to Eugene in 2022.

Oregon22 Airport Sign Video Ads

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Amtrak Cascades | Airport Video Ads

 D2 developed a comprehensive strategy to reenergize the Amtrak               Cascades brand. 

Destination Marketing

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Amtrak Cascades | Destination Marketing

Sable fish and other Alaskan Leader packages

Alaskan Leader Seafoods is an Alaskan fishery group specializing in wild, hook-and-line-caught cod and other Alaskan seafood. Their harvesting and on-board clean processing methods set them apart as an industry leader. To complement their robust wholesale and food service business, they were beginning their expansion into the retail frozen category.

Alaskan Leader Seafoods

Package Branding

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Alaskan Leader Seafoods | Package Branding

Person looking at a bottle in the dairy case

Consumer packaging plays a vital role in shaping brand perception and influencing purchase decisions. In today's competitive marketplace, where countless products vie for consumers' attention, packaging has emerged as a crucial tool for building brand equity and establishing a strong emotional connection with customers. Here we will explore the latest trends in consumer package branding and shed light on the strategies that successful brands are employing to stand out in the crowd.<h2>Sustainable packaging: the new norm</h2>As environmental concerns continue to rise, sustainable packaging has become a significant trend in consumer branding. Companies are increasingly focusing on reducing their ecological footprint by using eco-friendly materials, minimizing packaging waste, and embracing recyclable and biodegradable alternatives. Eco-friendly inks have been in use for some time now and continue to favor adaptation and change for the better. Currently, algae ink is considered to be the most sustainable.<h2>Authenticity and transparency</h2>Consumers today demand authenticity and transparency from brands. They seek products that align with their values, and packaging plays a crucial role in conveying that authenticity. Brands are incorporating transparent windows, clear ingredient lists, and eco-certifications to communicate their commitment to quality, ethical sourcing, and social responsibility. Transparent packaging builds trust, reduces skepticism, and enhances the overall brand perception.<h2>Interactive packaging: engaging the senses</h2>To captivate consumers in a hyperconnected world, brands are exploring interactive packaging techniques that engage multiple senses. Augmented reality (AR), scannable QR codes, and NFC-enabled packaging are being used to deliver immersive experiences, unlock additional content, and enable direct customer interaction. Interactive packaging not only creates a memorable brand experience but also provides valuable data and insights for brands to refine their marketing strategies.<h2>Minimalist designs: simplifying the message</h2>In an era of information overload, simplicity and minimalism are important considerations in building brand packaging. Brands are generally opting for clean, uncluttered packaging that communicates the essence of their product succinctly. Minimalist designs convey a sense of elegance, sophistication, and modernity. By stripping away unnecessary elements, brands create a visual identity that resonates with consumers seeking clarity and simplicity. Of course, truly capturing a positive product essence on the cover goes a long way in describing package contents and benefits, minimalist or richly textured.<h2>Personalization and customization</h2>Consumers today crave personalized experiences, and packaging is no exception. Brands are leveraging digital printing technologies to create packaging that can be customized according to individual preferences. Whether it's adding a customer's name or tailoring packaging design to suit different demographics, personalization creates a sense of exclusivity, fosters brand loyalty, and enhances the overall customer experience.<h2>Storytelling and emotional appeal</h2>In an increasingly crowded marketplace, packaging has evolved beyond being a functional wrapper to becoming a storytelling medium. Brands are leveraging packaging to share their narrative, values, and purpose, forging an emotional connection with consumers. By crafting compelling stories, using the right imagery, and incorporating brand heritage and story-telling, companies can differentiate themselves, evoke emotions, and cultivate loyal brand ambassadors.<h2>Conclusion</h2>Consumer packaging branding has evolved significantly in recent years, with brands embracing sustainability, minimalism, personalization, interactivity, storytelling, and authenticity to connect with their target audience. Successful brands understand that packaging is not just a means of protection or promotion; it is a powerful tool for creating memorable experiences, evoking emotions, and building lasting relationships with consumers.

Consumer packaging plays a vital role in shaping brand perception and influencing purchase decisions. In today's competitive marketplace, where countless products vie for consumers' attention, packaging has emerged as a crucial tool for building brand equity and establishing a strong emotional connection with customers.

Consumer Packaging Branding

Latest Trends and Strategies

Consumer Packaging Branding: Latest Trends and Strategies

Consumer packaging branding

Illustrations of human-like figures surrounding a giant phone

Have you ever walked into a coffee shop and felt instantly at ease, just by the ambiance and the way everything seemed to be in perfect harmony? Or perhaps you stumbled upon an app that you couldn't stop using because it felt so intuitive and delightful? Well, congratulations, you've just experienced the subtle magic of graphic design at work! From the moment you wake up to the time you lay your head on the pillow, graphic design unknowingly influences your choices and emotions, weaving its persuasive charm all day long. At D2, we're eager to share this enlightening journey that reveals the hidden persuaders of graphic design in your daily life, so let's dive in and unlock the secrets of its powerful influence.

In today's hustle-bustle world, we're bombarded with information at every
 turn. From billboards vying for our attention during the morning commute to
 social media ads tempting us while we procrastinate (don't worry, we won't
 tell!), it's a symphony of visual stimuli. Amidst this cacophony, graphic
 design acts as the virtuoso conductor, orchestrating elements to create
 harmonious masterpieces that stand out amidst the noise.


 Think about your favorite brands; the ones with logos you can spot
 blindfolded. A well-crafted logo becomes the face of a company, forging an
 unbreakable bond with its audience. Just like how Superman's iconic 'S' emblem
 immediately reminds us of the caped crusader, a well-designed logo creates
 instant brand recognition and fosters trust. It's the secret sauce that
 separates the ordinary from the extraordinary.


 Beyond logos, graphic design shapes the entire user experience of a website or
 app. Intuitive navigation, eye-catching visuals, and cohesive color schemes
 make us feel like we're navigating a magical realm. Smooth animations and
 delightful interactions engage us, making us want to explore every corner of
 the digital wonderland. It's all about crafting an experience that whispers,
 "Hey, stick around, you're in for a treat!"

Imagine a world without words, where communication happens through symbols and images alone. Sounds like an epic fantasy novel, right? Well, graphic design is the storyteller in this alternate universe, narrating compelling tales with a single glance. Just like a good book keeps you glued to its pages, graphic design keeps us hooked with its visual narratives.Ever seen a movie poster that gave you goosebumps or a magazine spread that sparked wanderlust? That's the magic of graphic design at play! Designers artfully blend elements like fonts, colors, and images to evoke emotions, paint scenes, and transport us to far-off lands. They create visual poetry that resonates with our souls, forging deep connections with brands and ideas.A well-designed infographic is another masterpiece in the storytelling arsenal. It can break down complex information into bite-sized, visually digestible pieces. Whether it's explaining the intricacies of quantum physics or showcasing the evolution of your favorite superhero, infographics make information not just accessible but delightful.

Let's be honest; we've all judged a book by its cover at least once (no shame in admitting it!). Similarly, our hearts are easily wooed by visually appealing packaging. Whether it's the sleek design of a smartphone or the elegant wrapping of a gift, our emotions get entangled with aesthetics.Graphic design works its charm on packaging, turning products into objets d'art. The right design can elevate a regular shampoo bottle to a luxurious experience and a humble cereal box to a work of art. It's like magic; when you unbox a product with stunning packaging, you feel like you're opening a treasure chest.But it's not just physical products; graphic design wins hearts in the digital realm too. Take social media posts, for instance. Eye-catching visuals accompanied by witty copy make us giggle, think, and share with our friends. It's a ripple effect that turns a single design into a viral sensation.

So there you have it - the enchanting world of graphic design unveiled! From captivating logos that foster trust to visual stories that weave magic and irresistible packaging that conquers hearts, graphic design plays a vital role in our lives. It's the key to standing out, forging connections, and creating experiences that leave a lasting impression. Now that you know why graphic design is important, embrace its power, and let your brand flourish like never before! Why is graphic design important? Because it's the magical bridge between brands and their audience, weaving wonders with every stroke of the designer's pen!

Uncover the captivating influence of graphic design as we reveal how it subtly shapes your decisions, emotions, and experiences throughout the day, from the coffee shop ambiance to the apps you can't put down!

Why is graphic design important?

 Unveiling the magic of visual communication

Why is Graphic Design Important? Unveiling the Magic of Visual Communication

A person from behind looking at a collection of monitors showing varied data

In the realm of business, the power of data is undeniable. Yet, for many, the world of marketing analytics can seem daunting, filled with complex equations and statistical jargon. Fear not, for this guide aims to demystify the subject, offering practical tips for those less mathematically inclined.<h2>Understand your objectives</h2>Before diving into data, it's crucial to define your business objectives. Are you aiming to increase website traffic, boost sales, or improve customer retention? Once you've identified your goals, you can determine the Key Performance Indicators (KPIs) that will measure your success. For instance, if your goal is to increase website traffic, your KPI might be the number of unique visitors to your site. You can find this data in Google Analytics under Audience &gt; Overview.<h2>Embrace simplicity</h2>In the world of data science, it's easy to get lost in complex models and algorithms. However, simplicity often yields the most actionable insights. Start with basic metrics like page views, bounce rates, and conversion rates, which can be found in Google Analytics under Behavior &gt; Site Content &gt; All Pages.<h2>Leverage attribution modeling</h2>Attribution modeling is a powerful tool that helps you understand the customer journey. It shows which marketing channels (e.g., social media, email, search engines) contribute to your goals. Google Analytics offers several models under Conversions &gt; Attribution &gt; Model Comparison Tool. For beginners, the 'Last Interaction' model is a good starting point.<h2>Use visualizations</h2>Data visualizations can make complex data more digestible. Charts, graphs, and heatmaps can reveal patterns and trends that might be missed in raw data. Google Analytics provides a range of visualization options under Customization &gt; Dashboards.<h2>Learn from others</h2>There are numerous resources available to help you navigate the world of marketing analytics. VariaMetrix.com, for instance, offers a wealth of information on topics ranging from attribution modeling to advanced analytics techniques.<h2>Experiment and learn</h2>Marketing analytics is not a one-size-fits-all solution. What works for one business may not work for another. Don't be afraid to experiment with different metrics, models, and strategies. Remember, every failure is an opportunity to learn and improve.<h2>Seek expert guidance</h2>While these tips can help you get started, there's no substitute for expert advice. Professionals in the field of marketing analytics and data science can provide tailored strategies that align with your business objectives.In conclusion, while marketing analytics may seem intimidating, it need not be. By understanding your objectives, embracing simplicity, leveraging attribution modeling, using visualizations, learning from others, experimenting, and seeking expert guidance, you can harness the power of data to drive your business forward.Remember, the journey of a thousand miles begins with a single step. So, why not take that step today? Schedule an appointment with a marketing analytics expert to determine your KPIs and embark on your data-driven journey to success.

Tips for how to get more out of marketing analytics

Tips for marketing analytics

Tips for Marketing Analytics

Success marketing analytics and measurement

Predictive analytics, a powerful tool in the world of marketing, serves as a crystal ball guiding businesses into the future. The essence of predictive analytics lies in the use of data, statistical algorithms, and machine learning techniques. The combined power of these elements facilitates the identification of future outcomes based on historical data. History cannot predict the future, but it can guide the decisions to lead to similar or intentionally different outcomes.In the contemporary business landscape, predictive analytics plays a pivotal role. It offers businesses a mechanism to make strategic decisions anchored in reliable data, transforming the way growth and competitive advantage are approached.D2 uses predictive analytics to help enhance and expand the success of campaigns in the following ways:

Predictive analytics, a powerful tool in the world of marketing, serves as a crystal ball guiding businesses into the future. The essence of predictive analytics lies in the use of data, statistical algorithms, and machine learning techniques. The combined power of these elements facilitates the identification of future outcomes based on historical data.

Assessing successful marketing analytics through prediction

The Power of Predictive Analytics in Marketing

Predictive analytics in marketing

<a href="https://TRPParts.com " rel="noopener noreferrer" target="_blank">TRPParts.com </a>is a leading online platform powered by PACCAR that provides comprehensive information about high-quality truck and trailer replacement parts available for all brands of medium and heavy duty trucks. The website serves as an essential resource for truck owners, fleet managers, and repair shops, offering valuable product information, technical specifications, PACCAR faced challenges in driving brand awareness of TRP and influencing purchase decisions due to the absence of an e-commerce component, as they relied on a dealer network of stores to sell the parts. <h2>Overview</h2>D2 partnered with PACCAR to enhance its presence of <a href="https://TRPParts.com" rel="noopener noreferrer" target="_blank">TRPParts.com</a> and leverage data-driven insights for search engine optimization (SEO). Initially envisioned as a digital hub for thousands of PDF pages, <a href="https://TRPParts.com" rel="noopener noreferrer" target="_blank">TRPParts.com</a> grew into an integral industry resource for part lookups, cross references, and more. D2 recognized the need to implement an effective measurement framework and customize Google Analytics to capture relevant data, creating a custom dashboard for monthly reporting and helped guide developers on optimizing site performance and page speed, to ultimately drive tangible results for <a href="https://TRPParts.com" rel="noopener noreferrer" target="_blank">TRP</a>. <h2>Challenge</h2>The primary challenge for TRP was to establish brand awareness and guide potential customers toward purchase decisions in the absence of an e-commerce component. Since the website didn't support direct online transactions, it was crucial to identify key performance indicators (KPIs) that could act as buying signals, enabling TRP to measure user engagement and conversion intent effectively. <h2>Implementation</h2>D2 initiated the implementation process by customizing Google Analytics for the site, setting up enhanced tracking capabilities to capture relevant data points, including pageviews, user interactions, and conversions, and custom metrics, channel groupings, and data parameters. By combining the data from parts pageviews and dealer locator usage on the site, D2 established a correlation between user engagement with product information and their intent to find an authorized dealer nearby. This KPI provided valuable insights into the effectiveness of TRP in driving potential customers to connect with authorized dealers and make purchase decisions, and influenced marketing decisions on how, where, and when to emphasize their marketing efforts with other partners.Furthermore, D2 collaborated closely with development team to enhance site performance and page speed. By conducting in-depth audits and leveraging industry best practices, the team identified areas of improvement, compressing images, enabling title tag and H1 formulas for auto-generation, and more. These modifications resulted in significant improvements in page load times and overall site performance, offering users a seamless browsing experience. <h2>Results</h2>The implementation of the data-driven approach, customized Google Analytics, and the optimization of TRP led to remarkable results. In the year following the enhancements, the website experienced an all-time peak in traffic, exceeding the set goals by an impressive 20%. Organic search traffic grew by 40% for consecutive years. By analyzing the data, D2 identified untapped opportunities to further enhance TRP visibility in search engine results pages (SERPs), ensuring greater brand exposure and improved organic traffic. <h2>Conclusion</h2>The successes from traffic acquisition were not through one or two major blockbuster events or pages. It was the continuous improvement of tens of thousands of pages, combined with link building and tweaks to the site’s structure that lead to the unprecedented growth. Individual pages often only witnessed 1-2 new sessions per year, but when spread across tens of thousands of pages the final results were far greater than the sum of their individual parts.

Analytics case study showcasing how D2 helped a site becoming an industry authority

How Analytics Built an Industry Leader from the Ground Up

Originally meant to host published PDFs, analytics helped TRP become a global industry resource.

TRP Analytics Case Study

TRP analytics case study

Generated image of robot hands playing the piano

13.3% of this article was written by AI...and that's about right

Do you remember what search was like for years before Google? Yahoo, WebCrawler, Alta Vista, Lycos, AOL keywords, Excite, etc. Finding useful content was a struggle until Google showed up and it all just worked. More than likely the useful info you were looking for was in one of those first 10 blue links, and it changed the internet forever. Google changed the premise on which search was based. While most search engines at the time were using things like keyword density, Google used inbound links to a page.OpenAI’s ChatGPT today is what Google was in 2000. AI existed before, but has been pretty much useless to the average user. ChatGPT is the first example of useful AI to everyone, and it is already reshaping everything in short order.

In nearly 10 years of creating materials and campaigns for clients one of the most time-consuming (and expensive) elements is copywriting. Creating a website with dozens or hundreds of pages means content for those dozens or hundreds of pages. We find the hardest part for non-professional writers is getting started, and that’s where AI can help a lot of people. By starting with a premise of what the content should be about and editing it to fit your needs and message you skip the hardest part of determining what to say and instead focus on how to say it. No matter how smart these tools get, they can’t replace your knowledge, experience, historical tests, situational awareness, or internal office understandings to know if any piece of content will work. These tools work in a vacuum, you don’t. There will always be forces at play that ensure your oversight is needed before anything is ready for a public audience<ul><li>Your input is needed is how any content reflects your brand’s tone and voice</li><li>Your input is needed to put an acceptable emotional tone on any given message given the circumstance</li><li>Your input is needed to understand the flow of content to ensure the structure makes sense given what you are trying to say</li></ul>

Four generated illustrations of typewriters

Challenge: Lots of "artificial," not much "intelligence"

Many people are over-assuming ChatGPT’s capabilities because its responses read like natural language, but make no mistake: It’s not intelligent. ChatGPT is what’s known as a Large Language Model (LLM) algorithm that is trying to predict what the next word should be based on keywords in the prompts using probability. The impressive part of the technology is how it processes the user’s prompt into multiple keywords weighted based on sentence structure. Training the tool helps it identify the weights and values to place on certain keywords and phrases to generate better results for you. So fear not: the day of AI uprising and taking over all of humanity is overrated… for now.

Challenge: AI-produced content is not copyrightable or trademarkable

We’re not lawyers, but rules around creative protection have one key criteria: it must come from a human. In March the <a href="https://www.copyright.gov/ai/ai_policy_guidance.pdf" rel="noopener noreferrer" target="_blank">USPTO released rules and regulations</a> regarding what can be protected under copyright. Basically, if a generative engine like MidJourney created it, or ChatGPT wrote it, you can’t protect it. If you modify, enhance, manipulate, or change the output those changes can be copyrightable, but the work generated by the tools are not. Do not use AI outputs for anything you feel is special and specific to your needs that you wouldn’t want someone else to copy. For specific questions about your particular use cases please talk to an intellectual property legal expert. That’s what we do.

Ask ChatGPT to write 500 words on any topic you know well. Once it’s done ask it to rewrite the response in the tone of James Patterson, Earnest Hemmingway, Malcolm Gladwell, Danielle Steele, or any other author. You’ll be surprised at the output.

Fun Tip!

Challenge (and opportunity!): Garbage in, garbage out

Most users are using ChatGPT in its most basic form: Ask it a question and get a reasonable response. The specificity of your input directly details the detail of output. General questions get general answers. The opportunity then comes from a growing field called Prompt Engineering: How to train the system to give you exactly the results you’re looking for.

We are only 8 months into this new world of AI integration, and future waves are going to upend details in ways we haven't even imagined yet. However, the end result is the quality output of AI is entirely dependent on the detail you put into it. Humans are still very much needed to review outputs and craft them for actual public use. Expect to see detailed positions for prompt engineering begin popping up in firms to extract the most out of these tools. When working with D2 rest assured we will use AI to supplement our creative process and will be very clear with our clients as to what is and isn't generated by AI. If you have any questions or concerns don't hesitate to contact us and set up a meeting to learn more.

OpenAI's ChatGPT today is what Google was in 2000. AI existed before, but has been pretty much useless to the average user. ChatGPT is the first example of useful AI to everyone, and it is already reshaping everything in short order.

The emergence of AI in 2023

How we're thinking of AI

Emergence of AI in 2023

Close-up image of George Washington's face on a dollar bill next to a falling graph

As the economic landscape experiences a downturn, businesses are often faced with the daunting task of sustaining growth amidst financial uncertainties. In such challenging times, strategic marketing becomes the key differentiator for companies seeking to weather the storm and emerge stronger. This article delves into the realm of recession-proof marketing strategies, empowering businesses to adapt, innovate, and thrive in the face of a recession.

In times of economic hardship, it is crucial to develop a deep understanding of your target audience. Conduct thorough market research to identify shifting consumer preferences, purchasing behaviors, and priorities. This knowledge will let you tailor your marketing efforts, refine your value proposition, and meet the evolving needs of your customers effectively.

The digital landscape presents immense opportunities to reach a wider audience while optimizing marketing costs. Invest in robust digital marketing strategies that encompass search engine optimization (SEO), content marketing, social media engagement, and targeted advertising. Optimize your online presence to enhance brand visibility, engage with customers, and generate leads, thereby maximizing your marketing ROI.

During a recession, customer retention becomes paramount. Focus on building strong relationships with your existing customer base by providing exceptional customer service, personalized experiences, and value-added offerings. Implement loyalty programs, special discounts, and exclusive promotions to incentivize customer loyalty, encouraging repeat business and advocacy.

Recessions often lead to shifts in consumer behavior and market dynamics. Adaptability and innovation are vital to stay ahead of the curve. Evaluate your product or service offerings and identify opportunities for improvement or diversification. Explore innovative solutions, such as launching new products, adopting emerging technologies, or entering new markets to capitalize on unmet needs and gain a competitive edge.

Collaboration is key to thriving in a recessionary environment. Seek out strategic partnerships with complementary businesses to leverage shared resources, expand your customer base, and increase brand exposure. Explore co-marketing initiatives, cross-promotions, and joint ventures to mutually benefit from combined strengths and generate new opportunities.

During a recession, every dollar spent on marketing must deliver maximum impact. Continuously evaluate your marketing budget and identify areas for cost optimization. Leverage data analytics to measure the effectiveness of your marketing campaigns and allocate resources wisely. Prioritize channels that yield the highest return on investment while minimizing expenditures on less fruitful avenues.

Amidst economic uncertainty, customers seek value and reassurance. Tailor your messaging to highlight the unique value your products or services bring to customers' lives, focusing on benefits, cost savings, and long-term value. Emphasize how your offerings can address specific pain points or provide solutions during challenging times, instilling confidence and fostering brand loyalty.

Although recessions present significant challenges, they also open doors for businesses to innovate, connect with customers, and position themselves for long-term success. By understanding customer needs, embracing digital marketing, nurturing relationships, and optimizing costs, businesses can navigate through the storm and emerge stronger on the other side. With the right strategies in place, marketing becomes a powerful tool to not only survive but thrive in the face of a recession.

As the economic landscape experiences a downturn, businesses are often faced with the daunting task of sustaining growth amidst financial uncertainties. In such challenging times, strategic marketing becomes the key differentiator for companies seeking to weather the storm and emerge stronger.

Handling a recession

Effective marketing strategies to thrive in challenging times

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When it comes to marketing, you don't always need a massive budget to make a significant impact. Even with limited resources, smaller firms can leverage smart strategies and optimize their marketing efforts. In this blog post, we will explore how you can effectively utilize a marketing budget of $250-1000/month, focusing on SEO-friendly tactics that can help you gain visibility, drive traffic, and achieve your business goals.

Before diving into marketing activities, take the time to define your target audience. Who are your ideal customers? What are their needs and pain points? By understanding your audience, you can tailor your marketing efforts to resonate with them effectively.

Invest in creating a professional website that showcases your unique value proposition and engages visitors. Optimize your website for search engines by conducting keyword research and incorporating relevant keywords in your content. Craft compelling meta descriptions, title tags, and headings to improve your organic search visibility.

Develop a content strategy that aligns with your target audience's interests and needs. Regularly publish high-quality blog posts, articles, or guides that offer valuable insights and solutions. Focus on delivering actionable and shareable content to establish yourself as an industry authority and drive organic traffic to your website.

Social media platforms are a cost-effective way to connect with your audience. Choose the platforms where your target audience is most active and engage with them consistently. Share your blog posts, industry news, tips, and relevant content to drive traffic to your website. Encourage social sharing and foster meaningful conversations to expand your reach.

Email marketing remains a highly effective and budget-friendly tool. Build an email list by offering valuable resources or incentives on your website. Send regular newsletters, promotions, and updates to nurture relationships with your subscribers. Personalize your emails to make recipients feel valued and provide relevant content tailored to their interests.

Forge strategic partnerships with complementary businesses or industry influencers. Co-create content, participate in guest blogging, or collaborate on social media campaigns. By tapping into the networks of others, you can expand your reach, gain credibility, and attract new customers within your target market.

With a well-planned approach and strategic execution, even a modest marketing budget can yield significant results for smaller firms. By understanding your audience, optimizing your online presence, delivering valuable content, leveraging social media, utilizing email marketing, and collaborating with others, you can maximize your marketing impact and drive growth. Remember, it's not just about the dollars you spend, but the creativity and thoughtfulness you put into your marketing efforts that will set you apart.

When it comes to marketing, you don't always need a massive budget to make a significant impact. Even with limited resources, smaller firms can leverage smart strategies and optimize their marketing efforts.

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