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b'\\u201cA bad marketer is one who does things based on their gut.\\u201d As the co-founder of Orbit Media, an author, and host of Content Jam in Chicago, Andy Crestodina helps marketers quantify those gut impulses with actionable data and strategies. Andy is also a speaker at\\xa0Social Brand Forum 2016\\xa0in Iowa City this September, where he\\u2019ll be talking about Google Analytics Fundamentals: How to Measure What Matters For Your Business. We discussed all of this on this week\\u2019s On Brand podcast.\\n\\xa0\\nAbout Andy Crestodina\\nAndy Crestodina is a co-founder of Orbit Media, an award winning, 35-person web design company in Chicago. Over the past 15 years, Andy has provided web strategy and marketing advice to more than 1000 businesses. Andy has written hundreds of articles on topics including search optimization, social media, Analytics and content strategy. He is also the author ofContent Chemistry: The Illustrated Handbook for Content Marketing.\\nEpisode Highlights\\nYou have to practice data-driven empathy. Andy is one of the most actionable speakers I\\u2019ve seen.\\xa0His talks are loaded with practical, tactical insights. He even shared one on the podcast. \\u201cIf you put a search box on your site that\\u2019s great. It\\u2019s helpful. But it also provides an opportunity for listening.\\u201d Andy offered a step-by-step hack for creating a Google Analytics report based on search queries your users run. \\u201cThis allows you to practice data-driven empathy. You can create more content around these searches.\\u201d\\nDon\\u2019t let your marketing get taken over by hippos. \\u201cA bad marketer is one who does things based on their gut. If you\\u2019re not applying data then you\\u2019re just going by HIPO \\u2014 Highest Paid Opinion.\\u201d\\nWhy live events make potent content.\\xa0Andy and I both host live learning events (Content Jamand Social Brand Forum). \\u201cIn person content blows people away. Live events rule the day.\\u201d He also quoted our mutual acquaintance Blair Enns who says that, \\u201cThe only differentiator creative firms have is their expertise.\\u201d Live events allow you to put this asset front and center. More from Blair.\\nOne more actionable marketing tip from Andy? \\u201cIf you do something, if someone says something nice about you online, add that evidence to your website. Not just a testimonials page because no one reads those. Make every page your testimonials page. Use embedded tweets. We have to condition ourselves to put that stuff in the good file.\\u201d\\nWhat brand has made Andy\\xa0smile recently?\\xa0\\u201cThe daily Quora emails. They make me smile every day.\\u201d\\nTo learn more about Andy,\\xa0you can follow him\\xa0on Twitter\\xa0and check out\\xa0Orbit Media\\xa0andContent Jam!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'