Bryan Eisenberg

Bryan Eisenberg

Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing keynote speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.

Can I Help Inspire Your Organization to Change in 2 Links?

I want to share two links I reviewed last week that will hopefully change the way you look at digital marketing & advertising and the way you manage data in your organization. Digital marketing seems to push people to be more analytical in their approach and there is nothing wrong with that, but you need to add the creative and intuitive side to your digital storytelling and marketing analysis. Start with this video (thanks to Jeff Sexton for the share):…

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Super Bowl 2014 Advertisers: Did They Win the Search Game?

There were many aspects of Sunday’s game that left people quite disappointed. Forget the game. I don’t even want to comment on the persuasiveness of the Super Bowl television ads. Today, we are just going to look at how well those advertisers did at blocking and tackling the digital marketing fundamentals of capturing search and meeting the expectations of potential customers arriving at their landing pages. You may be as disappointed as I am about what marketers haven’t learned in…

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Why Everything You Thought About Mobile Might be Wrong

Today marks my 13th anniversary writing for ClickZ. I have seen change happen more slowly than I believed possible and more rapidly than I could notice in this evolving digital marketing space. So, is 2014 the year of mobile? Do you remember every time over the last decade, when everyone claimed the year of mobile was just about around the corner? We all know how many times the year of mobile didn’t happen. When Apple released the iPhone and Google…

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Great Metrics Lie About Social Media

A Bain survey recently shared that 80 percent of company executives believed they delivered a “superior experience” to their customers. But when Bain asked the executive’s same customers about their own perceptions, only 8 percent of customers felt those companies were really delivering. That’s a huge disconnect. How can that be? Great social media metrics often disguise mediocre performance. That’s what happens when metrics are focused inwardly on company performance instead of customer experience. It happens everywhere but nowhere is…

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Please Don’t Stereotype Your Personas

In my last column, I promised to show you how to take these lists of personality mapping attributes and turn them from your typical persona stereotype (soccer mom, techno geek) into characters that ensure deep understanding and empathy. Many of the techniques we use to draft our personas come from the same techniques used by great storytellers and scriptwriters. The goal of a great character is to make you emotionally connect with them and to empathize with who they are. Without empathizing with…

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Personas: The Magic behind the Mirror

Did you know most persona efforts fail as soon as the personas are completed? Teams create their personas, design slick posters to put on the walls, and say “these are our personas!” Creating personas is really just the beginning. A persona is not a document — it is a clear understanding of a target customer that exists in the minds of your team. Personas evolve as your data around them evolves as well. Every test you do, every insight you…

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90% of Content Marketers Suffer From ‘The Curse’ & How to Remedy It

When it comes to stuff in which you have a huge personal investment (your kids, your homes, your businesses), you risk losing your objectivity. Hey, it’s a human thing. Too much knowledge about your company and what you offer leads you to answer questions nobody is asking. When you’re inside the bottle, it’s hard to read the label. But that’s also when you risk pushing your own interests at the expense of your customers’ interests. This will often lead you…

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