Marketing has changed, but connection hasn’t.
The Smarter Marketing @ CCL series was created to help local business owners understand how today’s AI-driven feeds work—and how small, authentic actions can make a big impact.
If you’ve ever wondered how Google decides which businesses show up in the Map Pack, AI Overview, or “Things to Do” panel — this training walks you through it.
Every photo you upload, every review you reply to, and every event you post helps Google build a digital picture of your business.
This companion handout was created for our 2025 Google Business Profile Workshop, showing exactly how Google interprets your activity, what “Entity Confidence” really means, and how to keep your listing active, consistent, and discoverable.
You’ll also find:
✅ Breakdown of Google’s layout (AI Overview, Map Pack, Knowledge Panel, and more)
✅ Deep dives into Google’s Products, Services, Events, Updates and Q&A best practices
✅ A weekly & monthly Google optimization checklist
✅ Pro tips for cross-posting between Google and Facebook
Data Analytics in the Privacy Era: Turning Challenges into Advantages
The focus is on moving away from third-party data to using first-party data, which is information that customers willingly provide. By being open and asking for permission, businesses can gain trust and connect better with their audience. This strategy meets new privacy rules and provides more useful insights.
The Privacy Imperative: Growing Your Business in a Data-Conscious Era
As a business owner, you’re likely aware that data is one of your most valuable assets. It fuels your marketing strategies, helps you understand your customers better, and ultimately drives growth. However, with a significant increase in fraud incidents across industries since 2019 (source: ACFE Report to the Nations), the importance of protecting consumer data has never been more critical. But how do you balance the need for data with the imperative of privacy?