by Christopher S Penn | Mar 1, 2021 | Marketing Data Science, Marketing, Marketing automation, Marketing Technology, Strategy
I was watching a session from the R Studio Global Conference recently, on dashboards and dashboard fatigue, and this quote from Sean Lopp really stood out to me and changed my thinking about KPIs (key performance indicators) and how we use them: “KPIs are...
by Christopher S Penn | Feb 3, 2021 | Marketing, Marketing Data Science, Marketing Technology
Shannon asks, "What can I do differently to increase my conversions between home page —> contact page —> contact forms filled out?" This is a more complicated question than you might initially think, because there are several factors at play here....
by Christopher S Penn | Jan 26, 2021 | Marketing Technology, Customer Experience, Marketing, Social media, Social networks
One of the pieces of advice I give frequently is to keep an eye on, to listen to your best customers. What are they saying? What’s on their minds? What do they care about, and how well aligned are you to it? For example, during contentious times, you may want to...
by Christopher S Penn | Jan 25, 2021 | Community Management, Marketing, Marketing Technology, Social media
What does it take to kill a community, especially an online one? I’ve been watching a community I’ve been part of slowly fade away, and one of the most striking things about this community’s decline is how little it took to disrupt it. Out of a crowd...
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...
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)...