by Christopher S Penn | Jan 20, 2021 | Marketing, Marketing Data Science
Katie and I were having a discussion recently about data, and one of the points she brought up in the discussion was that data is a very large umbrella term. We - especially me - tend to think of data in the context of marketing analytics as numbers, but there's much...
by Christopher S Penn | Jan 19, 2021 | analytics, Marketing, Marketing Data Science, Marketing Technology, Measurement
Stacey asks, "I'm so curious if you know of any proxies that work for estimating the value or volume of these "dark social" networks?" Measuring dark social media is obviously quite difficult since it's by definition outside the scope of most...
by Christopher S Penn | Jan 14, 2021 | Marketing, AI, Artificial Intelligence, Google, Marketing Data Science, Marketing Technology, search engine optimization, SEO
Mark writes in, "I am really struggling with the efficacy of search for most businesses. More than ever, the odds are stacked against us. 1) Some search is leaking out through Siri + Alexa 2) Most Google search (51%) is now "kept" by Google 3) You're...
by Christopher S Penn | Jan 11, 2021 | analytics, Marketing, Marketing Data Science
I had a fun debate with my kids recently about the Mega Millions lottery and at what point you hit diminishing returns on purchasing lottery tickets. Lottery tickets are inherently a bad mathematical bet; the ROI of many games is somewhere around -90%. For every $1...
by Christopher S Penn | Jan 8, 2021 | Google Analytics, Google Data Studio, Marketing, Marketing Data Science, Marketing Technology
Guilherme asks, "Can I ask you something about platform type? I ran facebook ads to my website, shouldn't my traffic be split between the 3 types fo platform (web, android and ios)? I only got Web..." There's a bit of a mixup here. Let's dig into some of the...
by Christopher S Penn | Jan 6, 2021 | Marketing, Marketing automation, Marketing Data Science, Marketing Technology
Jim wrote in, "Hi Christopher - our question is about Twitter mainly. Our organization name is related to the name of many local, unaffiliated organizations. We've distinguished ourselves by adding "national" in front of our name, but every day, many...