by Christopher S Penn | May 13, 2020 | Data Science, Marketing, Marketing automation, Marketing Data Science, Marketing Technology
Jessica asks, “I struggle with forming hypotheses. Do I need more data to get better?” Data probably isn’t the problem. A well-defined question you want the answer to is probably the problem. Consider what a valid hypothesis is, within the domain of...
by Christopher S Penn | May 11, 2020 | Data Science, Marketing, Marketing automation, Marketing Data Science, Marketing Technology
Jessica asks, “As a Data Scientist for marketing, how do you decide which variables are important?” Generally speaking, feature selection or variable/predictor importance is the technique you’d use to make that determination – with the...
by Christopher S Penn | Apr 21, 2020 | Data Science, Marketing, Marketing automation, Marketing Data Science, Marketing Technology
Balabhaskar asks, “How can we use marketing data science to get more insights from the same old data or the few data points available because of privacy laws?” Blending of new data with old data, especially credible third party data is one solution. The...
by Christopher S Penn | Apr 7, 2020 | Email Marketing, Marketing, Marketing automation, Marketing Technology
Emily asks, “I have a list of emails that haven’t opened a single email in 2 years. I want to ask said subscribers if they want to stay before deleting them. How do I go about that?” There’s a four step process here to improve your email...
by Christopher S Penn | Mar 9, 2020 | B2B, Google Analytics, Marketing, Marketing automation, Marketing Technology, Measurement
Anonymous asks, “In B2B marketing, how do I track a lead from a paid ad to a conversion?” The process requires great Google Analytics setup and tagging, nothing more, at least to the point of conversion. To the point of sale, that requires a good CRM and...
by Christopher S Penn | Mar 2, 2020 | Email Marketing, Marketing, Marketing automation
Anthony asks, “Why do you make it so easy to unsubscribe? Almost blatantly daring the recipient to do so.” We want people to unsubscribe if they don’t want to be on our lists any more. Why? It comes down to deliverability – the algorithms which...