Data has an important place in content marketing, but so does raw creativity. A vital part of creative content marketing is knowing where data can be useful, where it can be a distraction, and where it can actually be detrimental. In this talk, I’ll cover where data can and should be used, and where you should put the data to one side and let your creativity take centre stage.

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Is your custom campaign tagging in Google Analytics harming your data attribution measurement? I show you three ways custom campaign tagging can destroy your data attribution in Google Analytics and give you some solutions to prevent it from happening.

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Head of data, Rhys Jackson, explores the one metric that matters when it comes to the biggest pain in your business.

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Even the most talented analysts are influenced by bias. I reveal how you can start becoming more aware of cognitive bias and reducing bias in your data analysis.

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Google Analytics data has become invaluable, but there are limitations to the platform. I explain how analysing the data outside of Google Analytics can make it more accessible and engaging.

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A good visual is the key to making your data impactful. I explain what the grammar of graphics is, and how to tell a memorable story with your visuals.

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Are your data visualisations too cluttered and confusing? I explain how you can simplify your visuals, whilst amplifying the impact of your data.

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Assuming that correlation implies causation is dangerous, and can lead to wrong insights and conclusions. I explain the different types of correlation and how to ensure your insights are more accurate.

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