by Christopher S Penn | Feb 13, 2019 | AI, Artificial Intelligence, Data, Data Science, Digital Transformation, IBM, Machine Learning, Marketing, Marketing automation, Marketing Technology
In this video, learn 5 key takeaways from day 2 of IBM THINK 2019 on the topics of finding more AI/ML talent, the use of personas in an AI work, digital transformation and its relationship to AI, finding new opportunities for innovation, and perhaps the meaning of...
by Christopher S Penn | Feb 11, 2019 | analytics, Data, Data Science, Marketing, Marketing Technology, Metrics
Dave asks, “How do you interpret the “why”, i.e. if you see data that says actions were taken (or not) how do you determine WHY those actions were taken so you can replicate or avoid those specific marketing tactics moving forward?” No...
by Christopher S Penn | Feb 8, 2019 | analytics, Google Analytics, Marketing, Marketing Technology
Fiona asks, “Can anyone help with how to set up basic goals in Google Analytics?” Fundamentally, goals require two things: – Business impact – Technical confirmation When setting up goals in Google Analytics, you’ll need both. Watch the...
by Christopher S Penn | Feb 7, 2019 | analytics, Data, Data Science, Finance, Marketing, Marketing Technology, Metrics
Jennifer asks, “How do I know, based on my analytics, when it’s time to change tactics?” For questions like this, we look outside of marketing to a discipline that is supremely well-practiced in changing tactics as soon as indicators go sour:...
by Christopher S Penn | Feb 5, 2019 | AI, analytics, Artificial Intelligence, Books, Data, Data Science, Machine Learning, Marketing, Marketing automation, Marketing Technology
Reversing the script today. I’m asking, and you’ll answer: please buy a copy of AI For Marketers, Second Edition. Why? What’s in it for you? This is a book to help marketers understand machine learning and how it applies to your work. You’ll learn what AI is and...
by Christopher S Penn | Feb 1, 2019 | AI, Artificial Intelligence, Data, Data Science, Digital Transformation, Machine Learning, Marketing, Marketing Technology, Strategy
Vincent asks, “What’s the one insider secret for marketing you’d never put in a tweet or a YouTube video, the kind of secret sauce that you withhold for everyone but your best clients?” If the work I do with Trust Insights were cooking, I give...