Data Archives - Christopher S. Penn Marketing Blog

The Evolution of the Data-Driven Company

by Christopher S Penn | Aug 8, 2019 | Awakening, Data, Data Science, Marketing, Marketing Technology, Metrics, Strategy

What does it mean to be a data-driven company? Companies generally aren’t created as data-driven, data-centric entities from the beginning; for most companies, it’s an evolution in their culture and strategy, a journey that can take years. To become...

You Ask, I Answer: How to Analyze Business Data?

by Christopher S Penn | Jul 30, 2019 | AI, Artificial Intelligence, Data, Data Science, Machine Learning, Marketing, Strategy

Andrea asks, “What is your go-to strategy to analyze your business data?” The exploratory data analysis process is a very straightforward, proven one: – Goal and strategy – Data collection – Attribute classification – dimensions and...

You Ask, I Answer: B2B Marketing Reports

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...

You Ask, I Answer: Comparing Date Range Metrics in Google Data Studio?

by Christopher S Penn | Jun 26, 2019 | Data, Google Analytics, Google Data Studio, Marketing, Marketing Technology

Marina asks, “How do you add a comparison of a metric over dates in a table in Google Data Studio?” While this has been requested in Google Data Studio’s feature requests, it’s not available in the application now. But there’s a bigger...

You Ask, I Answer: Demonstrating Value to Coworkers

by Christopher S Penn | Jun 20, 2019 | analytics, Data, Marketing, 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...

You Ask, I Answer: Customer Data Platforms and Personalization?

by Christopher S Penn | Jun 18, 2019 | Customer Data Platform, Customer Experience, Data, Marketing, Marketing Technology

Deborah asks, “Are you using or scoping out a Customer Data Platform (CDP) with the intent to implement personalization? Which tools?” Customer Data Platforms – CDPs – are something of a symptom of bad data management and governance at a...