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 15, 2021 | Marketing, Management, Measurement, Strategy
One of the most frequent questions I receive on a regular basis is, "How do we determine what our marketing KPIs are?" Marketing KPIs, or key performance indicators, are those numbers, those metrics that will make or break your marketing. Here's an easy way...
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 13, 2021 | Marketing, Strategy
I recently watched a livestream with some strategy consultants who trotted out a SWOT analysis that was fairly close to useless. If you're unfamiliar, a SWOT analysis is a 2x2 grid of strengths, weaknesses, opportunities, and threats. It's a strategic analysis tool...
by Christopher S Penn | Jan 12, 2021 | Marketing, Marketing Technology
I got a new bread machine over the holidays to replace our older, cheaper machine. The old machine was good - very inexpensive, and it made reasonably decent bread. It was our first bread machine, one of those inexpensive $50 models. We didn't invest heavily because...
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...