by Christopher S Penn | Jun 1, 2021 | Marketing, analytics, Marketing Data Science, Reporting
Let’s be candid: most marketing reporting sucks. It’s either so superficial and activity-based that it doesn’t tell us anything, or it’s a truck backing up, dumping data all over our desk and expecting us to sort through it all. Neither helps us improve our marketing....
by Christopher S Penn | Jul 13, 2020 | analytics, Marketing, Marketing Technology, Measurement, Metrics, Reporting
Allie asks, “Do you have any tips for sharing marketing results like social media and email marketing analytics to a non-tech-savvy staff?” Most staff in an organization aren’t going to be interested in marketing results unless they work in...
by Christopher S Penn | Jun 17, 2020 | analytics, Marketing, Marketing Technology, Measurement, Reporting
Allison asks, “When it comes to reporting – how have you successfully educated others in your company on results? Is a simple glossary enough or have you taken another approach, especially with our less tech-savvy peeps?” The key is identifying what...
by Christopher S Penn | Jul 17, 2019 | analytics, Data, Data Science, Marketing, Marketing Technology, Reporting
Beth asks, “I’m looking for a killer marketing report that works for your leadership team. Anything you are willing to share or a direction you suggest I start looking would be super beneficial.” This is a design thinking problem. You want to answer 6...
by Christopher S Penn | Jun 20, 2019 | Marketing, analytics, Data, Reporting, Strategy
Shannon asks, “Do you have any tips on how to demonstrate your value to your coworkers?” Value is defined by what you do that helps others. Depending on who the others are dictates what you report on. If your others are customers, then it’s metrics...
by Christopher S Penn | Mar 26, 2019 | agencies, analytics, Marketing, Marketing Technology, Reporting, Strategy
Max asks, “What are some tips for agencies and freelancers for better business results in 2019?” Agencies and freelancers are notorious for skimping on measurement. In this video, I offer some guidelines about how much to spend on measurement and how to...