Christopher S. Penn – Marketing AI Keynote Speaker

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Month: June 2020

  • You Ask, I Answer: Ad Value Equivalence and PPC Ads?

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    Summary In today's episode, I tackle a follow-up question about how to advise a customer who doubts the value of their paid ad campaign because organic leads haven't changed. Here's what this means for you. You'll see why true channel comparison demands identical metrics and proper tracking rather than vanity numbers like impressions. You'll also…

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  • You Ask, I Answer: Twitter Performance Report Metrics?

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    Christopher S Penn

    David asks, “I’m working on a Twitter performance report. I’m trying to determine the best metric for demonstrating our performance (assuming the thing that matters for the moment is engagement, and not necessarily conversions). My feeling is that engagement rate could potentially be the most valuable – albeit imperfect – metric, since absolute numbers like…

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  • You Ask, I Answer: Twitter Performance Report Metrics?

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    Summary In today's episode, I break down how to build a Twitter performance report that proves real business impact beyond vanity metrics like retweets and likes. Here's what this means for you. You'll learn how to connect Twitter engagement to actual conversions using Google Analytics, UTM tracking, and a proper marketing operations funnel. You'll also…

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