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Make It, Don’t Fake It: Building Buyer Personas the RIGHT Way

Josh Braaten
Oct 17, 2019
These days, you can fake just about anything. From spray tans to Sasquatch, it’s never been easier to fabricate fiction from thin air. With all the fakery flying around, “buyer personas” tend to get a bad rap among data-driven marketers — since sometimes those personas are as fake as my nails. But just as there are good AND bad ways of enhancing your natural beauty, there’s a better way to build your buyer personas. Today on Marketing Is Broken, I’m talking with Adrienne Barnes, founder of, about how to take your personas from “faux” to “fo’ real”.

Why Consumer Insight Is The 2019 Prediction To Believe In

Josh Braaten
Jan 04, 2019
It’s a new year, and with it comes a fresh set of marketing plans, predictions, and resolutions from across the Internet. In episode 21 of Marketing Is Broken, we offer up consumer insight as the number one most valuable thing you can invest in for the year to come. Let’s find out why...

Here Are 3 Types of Marketing Surveys That Can Make A Company Worth $8.3B

Josh Braaten
Nov 23, 2018
Qualtrics was just snatched up by SAP for a cool $8.3B in an all-cash deal just days before its IPO. In this episode of Marketing Is Broken, we look at what could possibly make Qualtrics the largest-ever purchase of a VC-backed enterprise software and what types of surveys are just so hot right now for marketers.

These 3 Issues Will Be The Death Of (Most) Market Research Companies

Josh Braaten
Nov 09, 2018
One of the biggest agencies of the world is putting its market research division on the auction block. What does this say about the state of market research? In this episode of Marketing is Broken, we explore the three issues that plague market research companies and how you can help fix them.

This Is Why Your Personas Suck And How You Can Prepare Them For The 2020s

Josh Braaten
Sep 06, 2018
Consumers have high expectations that marketers get personalization right, but are increasingly stingy about giving up data. So what do we do about it? In this episode of Marketing is Broken, we explore personas on a level that will make most marketers queasy. You’ll learn what makes a good persona, why most of them suck, and how you can create personas that marketing teams will be using as the standard of the 2020’s.

E-A-T It, Don’t Cheat It: Google’s Acronymic Algorithm, Explained

Josh Braaten
Sep 19, 2019
Ah, SEO: the catch-all grab-bag of marketing concepts. Don’t understand something? Must be SEO-related. Site not bringing in revenue? Gotta be an SEO issue. What do our parents keep telling their friends we do? SEO, no matter how much we try to correct them. The reason we put so much stock in SEO is because, well, your ability to show up in search results can make or break your website. How should you plan content for top-ranking results? Find out today on Marketing Is Broken!

How Should Growing Brands Think About Marketing Attribution?

Josh Braaten
Jul 18, 2019
Quick: What’s your favorite marketing attribution model? If you’re like 3 out of 4 marketers, you probably don’t have an answer. In this week’s episode, we’ve got a crash-course in marketing attribution that’s sure to help your brand grow. Plus, special guest Chris Aburime joins us with his thoughts on how every marketer can be successful with attribution. Tune in for all that and more...

How To Avoid Politicizing Data When The Stakes Are High

Josh Braaten
Jun 07, 2019
The 2020 census is coming up and to prepare, Congress recently asked a group of experts: What’s the worst that could happen if we get it wrong? Only the restraint or ruin of American business for an entire decade. That can’t be true… can it? Plus, we feature the thoughts of special guest Matthew Jesser from Beyond the Data. Tune in to see all this and more.

What Makes Marketing Data Valuable?

Josh Braaten
Apr 05, 2019
The data advantage is short-term and getting shorter all the time. At least, that’s the opinion of one technology academic. This week we look at what marketing data is worth having and what it actually takes to use it to your advantage. Let’s get started.

How Will Losing Facebook’s Relevance Score Metric Affect Brands?

Josh Braaten
Mar 22, 2019
Facebook is getting rid of a popular metric from their advertising platform. Normally, fewer metrics makes us angry, but not this time. Tune in to find out why...

Marketing Math Is Hard (And It’s Breaking Marketers)

Josh Braaten
Oct 19, 2018
Math is everywhere these days in marketing, so why did Facebook release a new ad diagnostic tool with nothing more than symbols and colors? In this episode of Marketing is Broken, we look at how marketing math is making its way into our everyday lives and what you can do to leverage the incursion to your advantage.

Brand Measurement: The Proper Process To Explode Company Growth

Josh Braaten
May 14, 2019
In a day where everything is measurable, most marketers still don't know how to measure brand the right way.

Here’s Why Brand Tracking Should Be A Top Priority In 2019

Josh Braaten
Dec 28, 2018
There are a million different things to spend your marketing dollars on, and data and insights are no exception. In episode 20, we get philosophical about measurement and make an argument for why brand tracking should be high on your list of priorities for the year to come.

Brand Metrics: Learning to Quantify the Value of Your Brand

Josh Braaten
Dec 18, 2018
There's a saying that goes, "You can't improve what you aren't measuring." Supposing that statement is true, it's no wonder so many brands fail to grow. Today we're looking at six brand metrics you can use to measure and grow your brand.

Here’s Why Brand Lift Studies Are Breaking Marketing

Josh Braaten
Sep 20, 2018
Spotify, Google, and Facebook have all released brand lift studies in the past year, but is that good thing? In this episode of Marketing is Broken, we look into the history and purpose of brand lift and ask whether it’s time to take a giant step back to reevaluate the purpose of brand measurement.

This Is The REAL Way To Measure Brand Awareness (And Why So Many People Get It Wrong)

Josh Braaten
Aug 17, 2018
If you Google “measuring brand awareness,” you’ll find all sorts of clever, yet unfortunately sub-optimal methods for calculating a mainstay metric that brand marketers have relied on for decades. In this first episode of Marketing is Broken, we explore all the wrong ways to measure brand awareness and teach you the right way to do it.

Should Marketers Be Freaking Out About These Brand Measurement Trends?

Josh Braaten
Sep 18, 2017
With all the advances we’ve made in the field of web analytics, attribution and AI, why are digital marketers still so limited in what we can measure when it comes to our brands?

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