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News & analysis on digital marketing & analytics


Marketing Words To Avoid in 2014 (or Any Year)

By | January 2, 2014

I don’t make New Year’s resolutions, but I do generally adhere to certain principles throughout my daily and professional lives. One of them applies to writing … in this case, writing about marketing. The philosophy is simple: Avoid marketing-speak. How do you write about marketing without using all these popular expressions, some may ask. To them I say: Very carefully. The following words and phrases I have banned from my marketing vocabulary in order to write with more clarity.… Read the rest


New Year, New Data Plan: The Allure of Big Data Wanes

By | January 2, 2014

When big data went mainstream, small and midsize companies that wanted to be like their billion-dollar idols realized quickly that they did not possess the labor or financial capital to truly engage in the revolution. New roles were created … the data scientist moved to center stage along with new tools such as No SQL and Hadoop. More interestingly, a new reality materialized: Those who could find the labor with the skills to enact big data plans now had a competitive advantage.… Read the rest


Quality Assisted Living Leads for Under $100 Each? You Bet!

By | January 1, 2014

2014 has just begun, and now is a great time to re-evaluate your senior housing company’s digital marketing program. In particular, have you become reliant on lead-gen sites like and for your inbound leads? As these lead aggregators absorb more of your marketing budget, do you really have the flexibility to try new, innovative pay-per-click methods? I predict that 2014 is the year when the assisted living industry eschews these restrictive agreements and run their own paid campaigns.… Read the rest


Remarketing to Improve Student Recruitment in Higher Education

By | December 27, 2013

Entering the world of Google Display Advertising can be a confusing, yet rewarding, challenge. If you want to get your feet wet then I’d recommend starting with remarketing. Remarketing, a.k.a. retargeting in other engines, allows you to get your ads in front of people who have already visited and shown interest in your site.

For users who shop around, as in the education industry, this is a powerful tool to keep your school top of mind.… Read the rest

avatar A Gift That Keeps on Giving

By | December 20, 2013

In the spirit of the holidays, Jay (Fathom’s IT superman) has given the gift of a cloud-based file sharing system to the Sales and Marketing team.  It’s a gift that will keep on giving, as it’s rolled out to the entire company over the next few months. is officially replacing our fileserver, and we’re very excited about it.  It makes downloading documents a much faster process, allows for version control (no more saving over each others’ files permanently!), and enables team members to post comments and get real-time updates when files have been uploaded or changed. … Read the rest

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