Deciphering Digital Deciphering Digital

In this episode of the Deciphering Digital podcast, we dive deep into the world of Google Analytics 4 (GA4) with the insightful Steve Lamar -- Founder of Really Good Data. As marketers grapple with the complexity of digital analytics, Steve breaks down the current state of GA4 and provides actionable insights to help you confidently navigate this new landscape.

Discover how to leverage the power of GA4 to gain a deeper understanding of your audience and make data-driven decisions. Steve shares his expertise in tracking key events, setting up proper attribution, and using tools like Google Tag Manager and Looker Studio to streamline your analytics process. He emphasizes the importance of identifying your business questions and ensuring you have the data to support and answer them effectively.

Steve and our host Chuck Aikens discuss the challenges of tracking user journeys across multiple touchpoints and the importance of understanding how different channels contribute to conversions. They also delve into the various attribution models available in GA4 and how to interpret the data to gain a comprehensive view of your marketing efforts.

Throughout the episode, Steve provides practical advice on how to get started with GA4, even if you're feeling overwhelmed. He shares valuable resources, such as the Measure Slack community, where you can ask questions and learn from experienced professionals.

Whether you're working with an agency or tackling analytics on your own, this episode equips you with the knowledge and tools to take your data analysis to the next level. Don't miss this opportunity to gain actionable insights from GA4 and transform the way you approach digital analytics.

Tune in to this engaging conversation with Steve Lamar and unlock the full potential of your data. Whether you're a seasoned marketer or just starting out with GA4, this episode is a must-listen for anyone looking to make informed decisions and drive meaningful results in the digital marketing landscape.

Do you want to gain a competitive advantage by crafting a distinctive brand promise?

Expert Micah Logan walks us through his proven 3-phase “BOP” blueprint.

In this video, Micah emphasizes uncovering your authentic purpose and values via raw focus groups with staff and customers. Their unfiltered feedback exposes assumptions and forms the core foundation. He then stresses diligently optimizing operations through training modules, auditing deliverability, and ensuring leadership conviction to bridge vision and reality.

The payoff comes when implanting your refined brand promise at every touchpoint. Micah details specific ways to train employees for consistent delivery, gather real-time feedback loops, and rapidly course-correct when links break in the chain. This builds innate trust and loyalty intrinsically felt by customers.

With time and maturity, the BOP process can evolve a small business into an iconic brand. It drives competitive advantage by ensuring predictability and scalability, weathering price hikes while increasing referrals. Give fans a meaningful pact to belong to!

Implementing these meticulous steps enables connecting with ideal buyers emotionally at scale. The investment is well worth the loyalty and lifetime value built on living your purpose internally and externally. Tune in now to map your BOP journey!


How To Start Work On Your Brand Promise

In this insightful episode of Deciphering Digital, titled "Grow Loyalty, Engagement, and Revenue with Subscriptions," we welcome Matt Holman, a seasoned B2B SaaS and digital marketing expert. His journey from e-commerce to the innovative world of subscription platforms is not just a career shift but a revolution in customer engagement and brand strategy. 

This episode is a deep dive into the heart of subscriptions and memberships, exploring their pivotal role in cultivating enduring customer relationships and fostering brand loyalty.

Matt and Host Chuck Aikens embark on a comprehensive exploration of the intricate dynamics between subscriptions and memberships. They underscore the importance of understanding customer behavior and the profound impact of offering value far beyond the transactional relationship. 

The conversation sheds light on the transformative potential of subscriptions and memberships in the future, highlighting the significance of personal branding, the power of customer feedback, and the strategic integration of online and offline communities.

This episode is more than a dialogue; it's a treasure trove of actionable insights. From building a vibrant newsletter and community to orchestrating impactful events, the discussion guides create a synergy between the digital and physical realms. 

It's an invitation to start small with in-person events, to connect authentically with like-minded individuals, and to strategically meet customers where they are, whether at industry trade shows or in the digital space.

The takeaway is clear and compelling: Understanding customer behavior and offering value are the cornerstones of successful subscriptions and memberships. It's about differentiating offers, leveraging personal brands, and harnessing the power of community to fortify customer engagement and loyalty.

This episode of Deciphering Digital is not just another podcast; it's a clarion call to marketers, entrepreneurs, and thought leaders. It explores innovative strategies and real-world applications that promise to redefine the landscape of customer engagement and brand loyalty. 

So tune in, immerse yourself in the conversation, and embark on a journey to transform your perspective and approach to digital marketing. This is not just about growing loyalty, engagement, and revenue; it's about revolutionizing how you connect with your audience and build a brand that resonates, endures, and thrives.

Brand experience strategist Tish Gance explains her approach to improving business processes and customer experiences. In this episode, Tish emphasizes understanding the customer's perspective, simplifying processes, and focusing on essentials.



Join us as we discuss integrating service design, UX, UI, and CX to map the customer journey and identify pain points through customer interviews and active listening. Tish challenges reliance on marketing personas, advocating for psychographic understanding that helps brands craft messaging that resonates.



During the conversation, she explains the importance of researching behavior and content placement and focusing on customer outcomes rather than features. Tish highlights service and equipment for satisfaction, the website's marketing role, and learning from others’ mistakes, like Tiffany’s marketing failure alienating core customers.



Key takeaways are retaining customers with great service, research-driven marketing focused on outcomes, and avoiding exclusion of existing customers when targeting new ones.

True to our approachable yet authoritative brand voice, we tackle simplifying customer journey friction with Tish’s decades of C-suite marketing perspectives. With clear guidance, she spotlights actionable solutions focused on customer outcomes over features.



In this practical episode filled with actionable advice, you’ll grasp exactly how research, mapping and simplifying CX builds raving fans. From website design to targeted content placement, we help confidently elevate marketing ROI.



We wrap with an inside look at Tiffany’s epic brand blunder alienating customers - an unforgettable example of incorporating existing audiences. Let Tish save you from a #marketingfail!

In Episode 3 of Deciphering Digital featuring Luke Tierney, we dive deep into the nuances of Amazon's marketplace, including Amazon SEO, and how Amazon can sit at the center of an omnichannel strategy.

The episode opens with a discussion on the complexities and technical challenges brands face on Amazon, emphasizing the importance of margin analysis to ensure profitability. This is crucial to staying competitive on Amazon and even staying in business if Amazon is your #1 channel.

We also explore the necessity of a cohesive omnichannel strategy, where Amazon acts as a cog in a larger marketing wheel and not the entire machine. To navigate the competitive landscape of Amazon, it is essential to recognize the interplay between different sales channels and how success in one can bolster others.

SEO strategies specific to Amazon focusing on keyword optimization and conversion tactics turn towards discussions on the broader impact of a brand’s Amazon presence on other digital platforms. The real key is a balanced approach between Amazon and a brand's e-commerce site to leverage both opportunities' strengths.

If you are curious about Amazon's complex algorithm, the episode offers strategies for brands to enhance product visibility, and the art of brand storytelling within the Amazon framework is also discussed, highlighting how compelling narratives can connect with customers.

The fluid nature of Amazon’s marketplace is a crucial point, with advice on how brands can stay agile amidst policy and market changes. This is followed by an insightful look into customer research patterns on Amazon and the broader digital sphere.


Customer reviews and their significant impact on product ranking and sales form a crucial part of the discussion. Before wrapping up, there are insights into leveraging Amazon's analytics tools, which are essential for tracking performance and making data-driven decisions.

This comprehensive episode provides a rich, in-depth look at mastering Amazon's marketplace for new and established brands.

In this second episode of "Deciphering Digital," host Chuck Aikens welcomes Jay Mays, a former standup comedian who has transitioned into a sales consultant, for a deep dive into the surprising parallels between the worlds of comedy and sales/marketing.

Jay brings his unique perspective to the table, offering a blend of humor and insightful strategies that can revolutionize how sales and marketing professionals engage with their audiences.

Key Topics Explored


The Essence of Authenticity: Jay underscores the importance of authenticity, demonstrating how a genuine approach, prevalent in both comedy and sales, can forge stronger connections with audiences.


Applying Comedy Techniques to Sales:



Discover the power of heartfelt communication over scripted presentations.


Learn the value of improvisation in creating authentic interactions.


Understand how to transform stage fright into an engaging performance.


Explore the impact of dramatic pauses and the strategic use of silence in communication.



The Art of Storytelling in Sales and Marketing:



Dive into the mechanics of engaging storytelling and its emotional resonance.


Learn how to structure stories with a compelling setup, conflict, resolution, and moral.


Find out how to tailor stories to address the specific pain points of your audience.



Embracing Imperfection: Gain insights from a real-life example where imperfection in a sales context led to a surprising increase in effectiveness, highlighting the human aspect of sales interactions.


Becoming a Master Storyteller:



Uncover the framework for effective storytelling.


Learn the importance of practice and refinement in perfecting your storytelling technique.




This episode illustrates that integrating comedy principles into sales and marketing can significantly enhance engagement and effectiveness. Jay Mays offers practical and insightful advice, drawing from his experience in both comedy and sales, to help professionals in these fields connect more deeply and successfully with their audiences.

Listen to this episode to discover how you can transform your sales and marketing strategies by incorporating the art of storytelling and the authentic techniques of comedy into your business practices.