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Eric Layland

Advanced Analytics - The Core of Marketing Decision Making

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Advanced Analytics is an encompassing term that is used to categorize techniques and technologies that seek to understand what happened in detail or to predict what may happen with an unmatched degree of precision. We use the term to encompass services that include Data Science, Artificial Intelligence, or AI and related...
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Pat Scanlon

Change Only Lasts - When They Think It Was Their Idea

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Ask questions. Focus on strengths — not on what's wrong.  Build a "probability" of change, not a "possibility" In every Change Management scenario that I've been involved in.  The stakeholders who I interview are desperate to tell me what's wrong with the organization.  They are in so much pain that the...
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Pat Scanlon

The 8 “SIMPLE” Questions Every Brand Marketer or Product Manager Needs to Ask

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The 8 “SIMPLE” questions every Brand Marketer or Product Manager needs to ask themselves about their strategy in order to build proper tactics.  When it comes to digital marketing & strategy - the best flashlight is a well-formed question. Below are a few “simple questions” that cross both product and business...
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Pat Scanlon

Beware Using Tactics Without a Strategy for your Digital Marketing

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Transactions Come in All Sizes & Shapes and Are All Motivated by Customer Pains and Where They Are in Their Buying Cycle Understanding the motivation of your most valuable target personas is essential to developing the strategies needed to define tactics to execute. Marketing or advertising without considering these crucial factors...
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Eric Layland

Marketing AI Curious? - 7 Critical Questions to Ask

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Artificial Intelligence(AI) has recently been integrated into marketing and is still in its early stages. It makes automated decisions based on available data and audience observations or economic trends that impact marketing. By doing so, it enables marketers to gain more insight and understanding of their target audiences.  However, a business...
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Eric Layland

Latent Effects Modeling + ML for Deep Insights

We’ve been posting opinions and comments that urge marketers to “get over” artificial intelligence (AI). To dive into AI’s veritable treasure house of research tools and insights, instead of circling it warily, for fear of banging into a “disruption” moment.  So, we hereby plant the flag of AI for the regular...
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Matters. Group

Developing A Content Marketing Plan For Your Cannabis Company

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Content marketing is made up of two parts: content and marketing. Once you have developed original content and optimized it for search, it’s time to start thinking beyond inbound traffic to promotion and outreach for that content. Not everyone uses the internet the same way, and so while many people may be finding your...
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Matters. Group

Leadership vs Management in Change and Crisis

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There’s a fascinating emerging set of literature on true leadership (versus management) of crises. One of the signal books in this genre is Upstream: The Quest to Solve Problems Before They Happen by Dan Heath. The author explains that true leaders are people whose names you don’t know. Why is that?...
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Eric Layland

Truth to Marketers: AI is a Tool, Not the Solution

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Our previous post urged fellow marketers to “get over” the artificial intelligence (AI) hype. To stop thinking it’s all about “disruptive,” high-tech tools on the bleeding edges of the frontier. The unfamiliar terminology. The unseeable interactions between variables lead to discovering solutions. The ridiculous and oddly human-like robots that always seem...
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Eric Layland

Google Tools for Cannabis Businesses Beyond Adwords

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Editor's Note: this article was lightly updated in May 2020. We hope Google sees the light and opens up more of its platform to legal cannabis, CBD and hemp companies.  Marketers in the cannabis industry have an interesting environment in which to work. The product is in demand and audiences want to...
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Pat Scanlon

The 9 Acceptable Uses of Personal Data under California's Privacy Act

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Digital marketing professionals who are using the personal data from California consumers need to make sure that they are up-to-date on the impending restrictions associated with the California Privacy Act of 2018 that went into effect on January 1, 2020. In many ways it makes Europe’s GDPR look tame! At its...
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Eric Layland

Developing a Content Playbook for your Cannabis Business

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A content playbook is somewhat like an extended campaign brief, it sets the direction and strategy for the content campaign and it’s designed to serve as a resource for the content team members to reference back to as the campaign is executed. Simply put, the content playbook asks these three questions:...
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Eric Layland

Digital Marketing Strategy: Developing a Winning Plan

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After reading Playing to Win: How Strategy Really Works, I finally feel I’d connected with someone who can really breakdown the meaning of strategy without giving into MBA-speak. Given the authors are legendary P&G CEO A.G. Lafley and Harvard School of Management Dean Roger Martin, it’s no wonder. While Lafley and Martin...
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Matters. Group

Finding the Right Agency For Your Business

Company Seeking Long Term Relationship with Talented Agency Finding “the one” is hard, especially if you’ve never worked with an agency before. And hey, maybe working with an agency isn’t for you and your business. That’s okay. We just hope this blog post can help answer some of the more common questions...
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Eric Layland

Digital Marketing: 3 Qualities of a Successful Digital Marketer

Whether you’re interested in becoming a digital marketer, or an agency hiring a digital marketing specialist to join your marketing team, or even if you’re a business owner hiring a digital marketing agency to take over marketing completely, there are a few commonalities I’ve noticed, and you should look for, amongst those...
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Matters. Group

Advanced Data Science Services in Cannabis Industry

Successful series of studies on the Cannabis Consumer results in pioneering strategic partnership to deliver Fortune-500-caliber market insights. SEATTLE, WA March 20, 2018 – Seattle-based Matters Group and Cascade Strategies, Inc., have formalized a partnership to deliver advanced data science, sophisticated analytics and market research services to the emerging cannabis industry....
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Eric Layland

How to Make the Most of Your User Testing

One question I often get when I discuss user testing with a client is “but… we already have Google Analytics well-configured with Goals, and we do rigorous A/B testing, is that not enough”? It’s a valid question, so I thought I would address that. I recently had the opportunity to participate...
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Matters. Group

Consumer Research: Finding Your Customers

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Our client relationships usually begin with what we call the Brand Platform process, which consists of three steps: (1) Internal Platform: in which we ensure all key decision-makers and influencers are on the same page (often more difficult than you’d think); (2) External Platform: where we seek out existing customers and potential prospects...
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Matters. Group

Digital Strategy Traps and How to Avoid Them

When developing your digital marketing strategy be aware of traps. These traps can result in a strat...
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