Let's Get Data-Driven

This is a transcript of episode 85 of the Let's Get Data-Driven Podcast. I'm Lanie Lamarre and this week's episode is an Office Hours question from the Membership To Get Data-Driven because my members ask the best questions and this one was too good not to share so here we are.

The question I'm sharing today is about identifying trends and patterns in your online performance data. This is one of those skills that can really transform how you understand your business metrics and make strategic decisions based on actual data rather than gut feelings.

When you're looking at your analytics, whether it's website traffic, social media engagement, or email open rates, the key is to look beyond the day-to-day fluctuations and identify the bigger patterns. Are there certain days of the week when your audience is more engaged? Do you see seasonal trends in your sales or traffic? Are there specific types of content that consistently perform better than others?

The secret to spotting these trends is consistency in tracking and patience in analysis. You need enough data points to see real patterns emerge, which usually means looking at data over weeks or months rather than just days. And remember, correlation doesn't always mean causation – just because two things happen at the same time doesn't mean one caused the other.

Ever wonder exactly what Google knows about you? In this episode, we dive deep into the world of Google's data collection practices and what they mean for your privacy and your business.

Google collects data through multiple touchpoints: search history, YouTube views, location data from Google Maps, Gmail content analysis, Chrome browsing history, and interactions with websites that use Google Analytics or Google Ads. This data builds a comprehensive profile of your interests, behaviors, and demographics.

For business owners, understanding Google's data collection is crucial for two reasons: First, you need to be aware of your own digital footprint and privacy. Second, you need to understand how this data collection can work in your favor when running Google Ads campaigns or optimizing for search.

Google uses this data to create audience segments, predict user behavior, and serve targeted advertising. While this might sound invasive, when used ethically in your business, it can help you reach the right people at the right time with the right message. The key is transparency with your audience about how you use data and respecting privacy regulations like GDPR and CCPA.

Hiring an ad agency is a big investment, and you want to make sure you're working with the right partner. Here are the key things you need to look for:

Patience for Long-Term Results: You need to have patience – they typically won't be profitable in the first quarter, and if they aren't planning your long term, you're likely to be a pump and dump client. A good agency will set realistic expectations and focus on building sustainable growth rather than quick wins that don't last.

Privacy-First Approach: You want someone who has a privacy first approach and can explain to you what tracking will be put in place and how data will be collected and used. In today's privacy-conscious world, agencies that understand GDPR, CCPA, and ethical data practices are essential.

Transparent Reporting: Look for agencies that provide clear, understandable reports on campaign performance. They should be able to explain what metrics matter for your business goals and why certain strategies are being implemented.

Strategic Thinking: The best agencies don't just execute tactics – they think strategically about how paid advertising fits into your overall marketing ecosystem. They should ask questions about your business goals, target audience, and competitive landscape before proposing solutions.

Industry Experience: While not always necessary, agencies with experience in your industry or with similar business models can often hit the ground running faster and avoid common pitfalls.

This is a transcript of episode 84 of the Let's Get Data-Driven Podcast. I'm Lanie Lamarre and we're almost through the month of January so I thought, "hey! let's bring a little warmth to the bosses, shall we?" so today's episode will have us swan-diving into the wonderful world of Heat Maps.

Heat Maps are visual representations of data that show you exactly where users are clicking, moving their mouse, and scrolling on your website. Services like HotJar and CrazyEgg create these colorful overlays that make it incredibly easy to see what's working and what's being ignored on your pages.

When to Use Heat Maps: Heat maps are perfect when you want to understand user behavior on specific pages. Use them when you're optimizing landing pages, trying to improve conversion rates, or figuring out why users aren't taking the actions you want them to take. They're especially valuable for understanding whether your calls-to-action are positioned effectively.

Heat Maps vs Traditional Analytics: While Google Analytics tells you what happened (page views, bounce rates, conversions), heat maps show you how it happened. Analytics gives you the numbers; heat maps show you the story. The best approach is using both together – use analytics to identify problem areas, then use heat maps to diagnose why those problems exist.

Types of Heat Maps: Click maps show where users click, scroll maps show how far down users scroll, and move maps track mouse movement (which often correlates with eye movement). Session recordings take this even further by letting you watch actual user sessions to see exactly how people navigate your site.

The key is not to implement heat maps on every page forever – use them strategically on pages you're actively optimizing, gather insights, make changes, then measure the results.

This is a transcript of episode 83 of the Let's Get Data-Driven Podcast. I'm Lanie Lamarre and I love restaurant cookbooks. Do I make the things in the cookbooks? Not really. There will usually be 2 or 3 things that I actually make from the book but the photography for restaurant cookbooks stands apart for me – it's art, it's aspirational, and honestly, it's just nice to look at.

But we're not here to talk about cookbook photography – we're here to talk about cookie banners, those pop-ups that seem to be on every website now asking for your consent to track your data.

Why Cookie Banners Exist: Cookie banners became necessary because of privacy laws like GDPR in Europe and CCPA in California. These laws require websites to get explicit consent before collecting certain types of data about visitors. It's all about giving users control over their personal information.

What Cookies Actually Do: Cookies are small files stored in your browser that remember information about your visit. Some are essential (like keeping you logged in), while others are used for analytics, advertising, and personalization. The laws differentiate between "essential" cookies (which don't need consent) and "non-essential" cookies (which do).

Implementing Cookie Banners Right: If you need a cookie banner on your site, make sure it's actually functional – not just a notice, but a real choice. Users should be able to accept all, reject all, or customize their preferences. And importantly, your site should respect those choices and only load the tracking scripts users have consented to.

The Business Impact: Yes, some users will decline cookies, which means you'll have less data. But building trust with your audience by respecting their privacy is more valuable long-term than having complete tracking data. Plus, it's the law in many jurisdictions, so compliance isn't optional.

Cookie banners aren't going away – they're the new normal of the privacy-first web. Embrace them as an opportunity to build trust with your audience and be transparent about how you use data.