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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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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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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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AI Treasure House - What is Latent Effects Modeling

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Let’s take a geek’s-eye look around the AI treasure house.  Oh, here’s a cool tool - Latent Effects Modeling.  Latent variables, as opposed to observable variables, are variables that are not directly observed but are rather inferred (through a mathematical model) from other variables that are observed (directly measured).  In short, Latent Effects Modeling takes what you...
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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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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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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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Get More Out of Your Cannabis Content

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​The great thing about content is that it can always be revisited, refined, and re-purposed for multiple business and content objectives. In this blog post, we’ll take you through three steps for making sure you’re getting the most out of your cannabis content. Modifying Content for Additional Mediums Not all content...
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Before you Start Advertising Your Cannabis Brand!

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Advertising cannabis and CBD brands presents its own unique set of challenges, and we blogged about this some here and here. But if you’re beginning to think about advertising your product/service, let’s talk a bit about what a brand should consider first. Or, put another way, let’s have at least thought...
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Before You Start Advertising Your Cannabis Brand

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Advertising cannabis and CBD brands presents its own unique set of challenges, and we blogged about this some here and here. But if you’re beginning to think about advertising your product/service, let’s talk a bit about what a brand should consider first. Or, put another way, let’s have at least thought...
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Targeting the Cannabis Industry on LinkedIn

LinkedIn is the platform we get the most questions about from our B2B clients focused on lead generation. At Canna Con in Seattle this weekend, most companies with booth space were companies marketing their services and products to Cannabis producers and processors. Including all types of businesses, from soil and seed...
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Expert Guest Post: Cannabis Websites – Is Your Site Compliant?

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There are a host of challenges for cannabis companies with regard to compliance. But let’s go ahead and add one more to the list—your website. In California for example, cannabis businesses are prohibited from making any false or misleading advertising claims, which extends to the content on your website. This includes...
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Developing a Winning Digital Marketing Strategy for Cannabis Businesses

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Winning is the core of any strategy. Whether you’re a one-person start up or with a corporation: you want to win. Even a non-profit wants to win for the audience they serve.“… a strategy is a coordinated and integrated set of five choices: a winning aspiration, where to play, how to...
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Get More Out of your Cannabis Content

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The great thing about content is that it can always be revisited, refined, and re-purposed for multiple business and content objectives. In this blog post, we’ll take you through three steps for making sure you’re getting the most out of your cannabis content. modifying content for additional mediums Not all content...
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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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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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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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How to Advertise on Google: Cannabis Business Tips

So you’re trying to run AdWords ads for your cannabis brand and want to know how to do that? I won’t lie. It isn’t easy. And as consultants who have been running ads on Google AdWords starting back when those were in cuneiform on clay tablets (it feels that long ago)...
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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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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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