by Christopher S Penn | Jun 17, 2021 | Attribution, Machine Learning, Marketing, Marketing Data Science
Andrea asks, “How often are you changing your attribution modeling vs the change in organizational strategy?” An attribution model is something that’s mapped fundamentally to your sales and marketing strategy. It should change as you change strategy,...
by Christopher S Penn | Jun 15, 2021 | Marketing, AI, Artificial Intelligence, Machine Learning, Marketing Data Science, Marketing Technology
One of the technical marketing hurdles I hear marketers struggling with on a regular basis is the idea of an algorithm. Marketers talk about Google’s algorithm, Facebook’s algorithm, Instagram’s algorithm, and this bit of language matters a great...
by Christopher S Penn | Jun 9, 2021 | AI, Artificial Intelligence, Machine Learning, Marketing, Marketing Technology
We’re one small step closer to the marketing singularity, the event where machines become our first choice for doing marketing work. Ever since OpenAI’s announcement of GPT-3 (and the relatively heavy restrictions on it), a number of other organizations...
by Christopher S Penn | May 24, 2021 | Marketing, Content Marketing, Machine Learning, Marketing Data Science
One of the more interesting content marketing metrics that I rarely see in the field is conversion efficiency. There’s some content that simply outperforms other content, but one of the things we forget to include in our normal analysis of content is how much...
by Christopher S Penn | Apr 20, 2021 | AI, Artificial Intelligence, Books, Machine Learning, Marketing, Marketing Data Science, Marketing Technology
Is AI still a mystery shrouded in an aura of mystique? Have you read report after report, article after article proclaiming its magical powers and wondered what exactly the big deal is? With every software vendor and services provider proclaiming that they too are an...