by Christopher S Penn | Nov 24, 2020 | Marketing Data Science, Data Science, Marketing, Marketing Technology, Social media, Social networks
Iain asks, "Fact or fiction. Using third party schedulers for social media posts get a kick shins as they haven't come from the native platform tools?" Some testing has been done on this front, but none of the tests, from what I've read, have been done as rigorously...
by Christopher S Penn | Nov 20, 2020 | Data, Data Science, Marketing, Marketing Data Science, Strategy
Kait asks, "How do you suggest to go about to creating a data-driven strategy standard and breaking the “because we’ve always done it this way” mentality?" Strategy is always a sale. Every sale has to answer the question, "What's in it for me?" for the buyer. Not...
by Christopher S Penn | Oct 2, 2020 | Marketing Data Science, Data Science, Marketing, search engine optimization, SEO, Social media, Social networks
Sergey asks, "Is it possible to measure the impact of your social media on SEO? If so, how would you do this?" I'd look at content which has been socially shared and its SEO performance versus content that has not been. Using the SEO tool of your choice, extract the...
by Christopher S Penn | Oct 1, 2020 | SEO, Data Science, Machine Learning, Marketing, Marketing Data Science, search engine optimization, Social media, Social networks
Sofia asks, "Do social media likes, shares, and comments have an impact on SEO?" This is a tricky question to answer because the answer will be different for every company. Broadly, we've studied in the past and see no clear correlation, but it's something you have to...
by Christopher S Penn | Sep 21, 2020 | AI, Artificial Intelligence, Bias, Data Science, Machine Learning, Marketing, Marketing Data Science, Marketing Technology
Jessica asks, "When it comes to training data for marketing AI models, do you think vendors will anonymize/share data sources in the future? Will it be required?" It depends on the vendor and the model. The raw data for public models, even de-identified, probably will...
by Christopher S Penn | Sep 18, 2020 | AI, Artificial Intelligence, Bias, Data Science, Machine Learning, Marketing, Marketing Data Science
Jessica asks, "Who's liable for violations in marketing AI models, the company that hires the vendor, or the vendor? Anything in service agreements to look for?" Who's liable when someone uses a tool improperly or illegally? Companies have some responsibility, as we...