by Christopher S Penn | Mar 8, 2021 | Marketing, Strategy
I had a chat recently with a conference organizer about an upcoming talk I’ll be doing on the basics of measurement, and in this conversation, I came to the realization about what many of us – myself included – have been doing wrong when it comes to...
by Christopher S Penn | Mar 5, 2021 | AI, Artificial Intelligence, IBM
This week, I had the pleasure of sitting down with IBM Project Debater system lead Yoav Katz for an in-depth chat about how Project Debater has evolved since its debut at IBM THINK 2019 and how it’s being used for the GRAMMY Debates with Watson. What is IBM...
by Christopher S Penn | Mar 4, 2021 | Marketing, Content Marketing, Marketing Data Science, search engine optimization, SEO
Brett asks about whether the learning curve for the average new entrant in content marketing is even worth trying. Given the complexity of competition and the likelihood that existing market competitors are more practiced, is it even worth doing? The answer...
by Christopher S Penn | Mar 3, 2021 | Marketing, Content Marketing, Marketing Data Science, search engine optimization, SEO
Alexiy asks, “What is your opinion: To maximize success with content, is it best to stay consistent with the length (how many words) and medium (blog vs video) or provide a variety for your audience?” Opinions without data are irrelevant, so let’s...
by Christopher S Penn | Mar 2, 2021 | Marketing, Email Marketing, Marketing Data Science
For those who don’t know, I operate three different email newsletters. There’s my weekly Almost Timely newsletter, which is my personal newsletter that comes out Sundays. There’s the Trust Insights weekly newsletter, In the Headlights, which comes...
by Christopher S Penn | Mar 1, 2021 | Marketing Data Science, Marketing, Marketing automation, Marketing Technology, Strategy
I was watching a session from the R Studio Global Conference recently, on dashboards and dashboard fatigue, and this quote from Sean Lopp really stood out to me and changed my thinking about KPIs (key performance indicators) and how we use them: “KPIs are...
by Christopher S Penn | Feb 25, 2021 | Leadership, Awakening, Business
Ask 100 different people what thought leadership is and you’re likely to get 200 different answers. When I worked at a PR agency, thought leadership was almost a sacred term, something either mentioned reverently or desperately coveted. But no one ever really...
by Christopher S Penn | Feb 24, 2021 | Marketing, analytics, Strategy
Jay asks, “What advice would you give casino marketers? They live off of the frequency of their customer base. The markets are pretty mature in that they’ve had, not one but, multiple casinos to compete with. Right now they just throw more offers out, eroding...
by Christopher S Penn | Feb 23, 2021 | Marketing, Marketing Data Science, search engine optimization, SEO, Strategy
Mark Schaefer wrote up a very thoughtful analysis of an SEO framework I did recently, and he pointed out that cumulative advantage (both the sociological concept and the title of his new book) makes life difficult if you’re competing against a well-established...
by Christopher S Penn | Feb 22, 2021 | Marketing Data Science, Data Science, IBM, Marketing, Watson
When it comes to learning data science, one of the challenges we face is just how seemingly daunting the field is to learn. There are so many techniques, tactics, and strategies that it’s difficult to know where to start. Learning something new always begins...