Data Science Archives - Christopher S. Penn Marketing Blog

How to Calculate Marketing ROI

by Christopher S Penn | May 14, 2019 | Advertising, analytics, Attribution, Data, Data Science, Marketing, Marketing Technology, Metrics, Money, White Belt

Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether...

You Ask, I Answer: Qualitative vs. Quantitative Marketing Data

by Christopher S Penn | May 10, 2019 | AI, Artificial Intelligence, Data, Data Science, Machine Learning, Marketing, Marketing Technology

Magdalena asks, “Which is more important for marketers, qualitative or quantitative data?” This common question is a false choice. Both are equally important and inform each other. Watch the full video for an explanation with details, and ways to gather...

You Ask, I Answer: Starting from Scratch with Marketing Data

by Christopher S Penn | May 3, 2019 | Data, Data Science, Marketing, Marketing automation, Marketing Technology, Strategy

Seth asks, “I just took over a marketing volunteer role for a small non-profit and they have no data repository. Like, nothing but disparate spreadsheets; some with donors, some with event attendees, some prior volunteers, etc. What should I be thinking about while...

You Ask, I Answer: Finding Industry-Specific Content Marketing Opportunities

by Christopher S Penn | May 1, 2019 | Content, Content Marketing, Data Science, Machine Learning, Marketing, Marketing Technology, Predictive Analytics

Patricia asks, “I know the cannabis and CBD space is growing exponentially. What kinds or types of content should I be producing?” This is an interesting question that will rely heavily on SEO data. The method I recommend for finding industry-specific...

You Ask, I Answer: Augmented Analytics Viability?

by Christopher S Penn | Apr 29, 2019 | analytics, Artificial Intelligence, Data, Data Science, Machine Learning

Michael asks, “Have you heard of augmented analytics (defined by Gartner)? It seems to me it means your job will get easier in the short run and you’ll be out of business in the long run – if you believe it. I’d be interested in your comments on it.” Augmented...

You Ask, I Answer: Tools for Storing Valuable Information?

by Christopher S Penn | Mar 20, 2019 | Data, Data Science, Marketing, Productivity

Alessandra asks, “How do you keep/store/index all the information you read, and I am sure you read A LOT, that might be useful for future presentations/consulting/business development activities?” Terrific question – it depends on what the information is....