47 episodes

A show giving you better insight into your funnel, so your marketing can be even better. New content weekly, geared for operations-minded marketers.

Funnel Reboot Glenn Schmelzle

    • Business
    • 5.0 • 2 Ratings

A show giving you better insight into your funnel, so your marketing can be even better. New content weekly, geared for operations-minded marketers.

    Partnering on Customer Acquisition, with John Wright

    Partnering on Customer Acquisition, with John Wright

    Episode 197
    Today, we are going to talk about how those of us who sell things find new buyers once we’ve exhausted our own audiences. We involve partners, and we can do this in a few ways. These partners may have high-traffic sites or be social media influencers. We are trying to use someone else's channel to reach their audience, hoping they will buy from us.
    Alternatively, we might be the ones who are influential or have a large audience that brands want to reach, so they pay us to be their marketing channel. The name for teaming up like this is affiliate marketing.
    Today’s guest came to affiliate marketing through dabbling in online gambling. He watched the incentives sites put out to attract players, and then in 2010, he created a website that reviewed gambling affiliate programs called Gaming Affiliates Guide. This site’s traffic led him to become, you guessed it, an affiliate. Over time, he managed several gambling affiliate sites.
    As you progress in this field, you always hit a ceiling with this marketing channel. No matter whether you’re the one needing traffic and paying for it, or the one who has traffic and is turning it into money, everyone gets a headache tracking it. As our guest was deeply involved at this point, getting paid to manage affiliate sites, he saw numerous problems in this industry and saw a way to solve them.
    There were already applications that reported affiliate activity, but he saw these technologies' shortcomings. With his engineering degree from the University of Toronto, which had taught him how to develop things, he joined up with partners to create a SaaS tool of their own: StatsDrone.
    Having scratched an itch he experienced earlier in his career, he now heads a team whose tool addresses affiliate challenges.
    Let’s go to Montreal and hear from John Wright.

    Chapter Timestamps:
    0:00:00 Intro
    00:03:35 Welcome John Wright
    00:06:57 Difficulty with Affiliate tracking
    00:11:27 Postbacks and tracking methods
    00:18:48 tracking dynamic variables
    00:23:14 PSA
    00:23:54 Tracking affiliate dollars
    00:42:13 Contacting John
    For complete links to the People, Products and Concepts mentioned in the show, go to the episode’s page on the Funnel Reboot site. 

    • 43 min
    Mastering Video Ads on Social, with Nikki Lindgren

    Mastering Video Ads on Social, with Nikki Lindgren

    Episode 196
    There’s something we take for granted these days, something that wasn’t even possible a short while ago. Let’s go back to 2008, to the first iPhone, the 3G. What you could send & receive with one, if you could afford the data plan, was restricted to voice, text & small images. That’s because at the time, the cellular networks could transmit at around a third of a Megabyte per second, which went up to 2Mb/second when 3G was fully available. Then LTE/4G started becoming available in North America, reaching 97 percent by 2013. With those data speeds, you could watch brief standard definition videos, and social networks like Instagram & Snapchat began letting you record and send short clips. By the late twenty teens, advanced 4G infrastructure was fast enough, from 12 to 80 MPS, for people to watch 4K videos on their devices, bringing platforms like TikTok along with it. Now with 5G out, lag-free high-def video is available almost everywhere. And if you are a marketer trying to reach consumers, it means that  video must be part of the mix. 
    There are still quirks to these platforms that we need to figure out. Some of their ad units include ecommerce options for selling products while the ad’s in front of them. More broad that this, it’s hard to know how these platforms will react to videos you post. They know so much about a user’s privacy, it’s raised issues of which country that data’s shared with. Clearly, this calls for an expert’s help.  
    Our guest graduated from San Francisco State University and FIDM with a business degree and started working in-house at consumer eCommerce brands, running their digital marketing programs. After helping brands in every category from skincare & cosmetics to Books to jewelry, she built her own agency team to do this, Pennock, which is named after the rural Minnesota town where her family are from. 
    Let’s go to  Northern California where she lives with her husband Tyler and three kids, to talk to Nikki Lindgren.
    Chapter Timestamps:
    00:00:00 - Intro
    00:03:12 - Welcome Nikki
    00:09:05 - Video on platforms like TikTok
    00:23:37 - PSA
    00:24:26 - Reporting to stakeholders
    00:29:59 - Ad campaign optimization
    00:35:05 - Contacting Nikki
    Links to all the people, products and concepts mentioned in show is available on the Funnel Reboot site’s show page.

    • 36 min
    Analytics - in-house or outsource? with Luke Komiskey

    Analytics - in-house or outsource? with Luke Komiskey

    Episode 195
    We all want our organization’s decisions to be driven by the numbers. Who wouldn’t want to have at their fingertips analytics that accurately show which course of action will be best.  
    But doing this takes analysts, and that doesn’t mean hiring them, it means managing them to function well. It means creating processes for them, Outfitting them with technology. Giving them budgets.It's hard pulling this off in a small or mid-sized organization, and even leaders of large organizations must exercise care when creating this. 
    But there’s no set-in-stone law that says a data team must be in-house. Another model, managed services works well for IT and it can be used to give companies access to analysts so they can still be data-driven. 
    We’re going to explore the outsourced analytics model with today’s guest. 
    Throughout his career, he has worked at the intersection of data, business, and strategy consulting. He earned his Bachelor's Degree from the University of Wisconsin-Eau Claire.
    Following graduation, he joined Cargill as a Data Engineer from June 2011 to November 2013. He went on to serve as the Analytics Lead at Slalom from December 2013 to February 2016, where he claims to have been Minneapolis' first Analytics Hire. 
    In 2017, he co-founded DataDrive, a managed service provider specializing in analytics, alongside fellow data enthusiasts.
    Let’s talk with Luke Komiskey.
    Chapter Timestamps
    00:00:00 - Intro
    00:02:14 - Welcome Luke
    00:17:38 - PSA
    00:18:16 - Calculating value of having good data
    00:49:29 - The MSP model
    00:49:59 - Where to contact Luke
    Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.

    • 50 min
    Building insights with Adobe Analytics, featuring Jenn Kunz

    Building insights with Adobe Analytics, featuring Jenn Kunz

    Episode 194
    There’s more than one way to skin a cat. Being honest, doing something differently is often neither better or worse, it’s just different.
    - Playing Music with an acoustic vs electric guitar
    - Writing with a pen on paper vs a computer. And continuing on that theme, it could be a Mac or a PC
    - Programming can be done in various languages
    - Films can be made with a variety of filming equipment, anything from an iPhone up to an IMAX ALEXA 65mm
    This also applies to what we use as our analytics tool. And though Google Analytics gets a lot of attention, including in this podcast, to be fair, it is not the only game in town. The industry has a second tool,  Adobe Analytics and I wanted to talk with an expert, and to my mind, today’s guest is the person to talk to about it. 
    She has 15+ years of experience helping enterprise organizations solve their analytics problems holistically, no matter where they are in their digital measurement evolution or what tool set they use. 
    Few can go as deep on pixel implementation, tag management, and data layers as she. 
    As a consultant at boutique agency 33 Sticks, she helps clients streamline the implementation process and get more value out of their tools, decreasing costs and headaches for developers, project managers, and analysts alike. On the side, she’s used her background as a developer to create free industry tools like the Adobe Analytics Beacon Parser and the mobile app PocketSDR. 
    She loves helping and collaborating with others in the industry, and most days can be found in #measure slack or twitter doing just that.
    Let’s go to the Atlanta-area to talk with Jenn Kunz 
    Chapter Timestamps
    00:00:00 - Intro
    00:02:21 - Welcome Jenn
    00:03:37 - How Adobe's used by larger orgs
    00:20:55 - PSA
    00:21:32 - Navigating the Interface
    00:41:48 - How to contact Jenn
    Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.

    • 43 min
    How your site's health impacts marketing, with Rob Villeneuve

    How your site's health impacts marketing, with Rob Villeneuve

    Episode 193
    Those of us in the digital economy think a lot about growing our business, but we don’t think as much about the tech that enables customers to interact with our business. When our sites don’t run smoothly or aren’t available, our customers suffer and it stops working as our sales and marketing engine. Terms for these episodes: the site crashed or it croaked, give us a perception that sites are either alive and well or completely dead, when its health really resembles our own human health. Meaning, a website can give off  warning signs that can be diagnosed and treated before anything really bad happens. It doesn’t take invasive tools to catch these; monitoring services that run without any special site access can detect issues.  These tools that take a site’s pulse are also good to gauge the site’s fitness - its ability to handle business growth. 
    Our guest has always called Ottawa Canada his home. He has also always had an entrepreneurial spirit, supporting the local startup scene since the 2000s, which is where I first met him.
    After earning his computer science degree, he began his career working at local web tech firms. A stint at a design agency stoked his enthusiasm for websites, and in 2010 he joined the parent company of Internet Service Provider and web host Rebel.com, and domain registrar Internic.ca.  
    He took on the role of CEO for both companies, where he saw first-hand how the internet fueled communication and value-creation. In 2013 he took on additional responsibility as a Director of the not-for-profit Canadian Internet Registration Authority (CIRA), where for the last decade more or less he has staunchly pushed for the internet to be used as a force for good in Canada.
    Workwise, after stepping away from Rebel and Internic, he returned to his technical and startup roots. Based on his observation that while websites were getting easier for non-experts to build, they could make mistakes hurting their user’s experience of their site with equal ease. That led him to launch ONIK, a product that monitors website fitness. 
    Let’s go talk with Rob Villeneuve
    Chapter Timestamps
    00:00:00 - Intro
    00:03:06 - Welcome Rob
    00:09:19 - Monitoring site health
    00:29:09 - PSA
    00:29:59 - How much access is needed to monitor a site
    00:41:01 - Holding different patrs of site to different standards
    00:42:12 - How alerts help
    00:45:21 - Knowing when enough is being measured
    00:49:50 - How large sites do monitoring
    00:53:09 - About ONIK.IO, how to contact Rob
    Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.

    • 53 min
    Delivering Data Analytics, with Nicholas Kelly

    Delivering Data Analytics, with Nicholas Kelly

    We've all heard of 1970's Apollo 13 mission that was supposed to send a 3-man crew to the moon, but once NASA became aware of an on-board explosion, it became all about rescuing the crew. 
    Ron Howard's 1995 movie gives a glimpse of how mission control staff in Houston reacted to information about the explosion. 
    When an alarm on the command module flashed, signaling a power drop, Flight Director Gene Kranz (portrayed by Ed Harris) turned to the mission controller in charge of emergencies and said "is this an instrumentation problem, or are we looking at real power loss here?" That officer, named Sy Liebergot and played by the director’s brother Clive Howard said "It's, it's reading a quadruple failure - that can't happen! It's, it's got to be instrumentation."
    But by following their procedures, NASA confirmed it wasn't an instrumentation problem, the ship had actually suffered a devastating explosion, and at that point they swung into rescue mode. 
    NASA aren't the only ones who, on seeing data put in front of them, are so quick to dismiss it.
    Dashboards - and the work it takes to implement them - isn’t trivial. Yet many of them fail…meaning that once they’re built they never get looked at. 
    There are those who blame technical problems for this, but just like in Apollo 13, the main failures are due to people problems. The technology can be used to visualize  exactly the operational data that people literally  asked for…and present them with self-serve solutions, but they ignore the data, waving it away as some sort of instrumentation problem
    Our guest is going to tell us the right way to pull off dashboard projects.  
    He’ll show how to engage the stakeholders to express what metrics they really need, ones that show how the organization is tracking towards reaching its vision.
    Nicholas Kelly, currently the principal consultant and trainer at G&K Consulting, holds a Bachelor of Computer Science from University College Cork. Formerly a Deloitte Analytics Senior Manager, he specializes in designing and developing dashboards for major global companies, including banks and Formula 1 teams. Nick is a frequent speaker at international conferences, having trained thousands of professionals in data visualization and analytics adoption. As a management consultant, educator, and author, his focus is on teamwork, inventive methods, and bridging technical gaps to increase data literacy. He is also the creator of business board games and the author of the book "Delivering Data Analytics."
    Let’s go to Seattle where I caught up with Nick Kelly. 
    Chapter Timestamps
    00:00:00 - Intro
    00:03:57 - Welcome Nick
    00:08:18 - Why dashboard projects fail
    00:34:46 - PSA
    00:35:35 - Building the dashboard
    00:57:12 - Where to get book; contact Nick
    Links to everything mentioned in the show are on the Funnel Reboot site's page for Episode 190.

    • 59 min

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