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 | Oct 29, 2020 | Google Analytics, analytics, Marketing, Marketing Technology, Measurement
Jakes asks, "With the switch to GA4 Source/Medium is becoming so much more important, can you recommend any resources that I can share with our advertising stakeholders to upscale them on the best use of of these parameters?" This is a question of power and process....
by Christopher S Penn | Sep 29, 2020 | Marketing, Measurement, Public Relations, Social media
Fauzia asks, "I'm looking for an alternative to Google Alerts. What do you use?" I use a combination of Talkwalker Alerts and Feedly; no alerting service will ever give you 100% coverage, but with alerts set up for a variety of topics and organized in Feedly, you can...
by Christopher S Penn | Jul 13, 2020 | analytics, Marketing, Marketing Technology, Measurement, Metrics, Reporting
Allie asks, "Do you have any tips for sharing marketing results like social media and email marketing analytics to a non-tech-savvy staff?" Most staff in an organization aren't going to be interested in marketing results unless they work in marketing. Instead, they're...
by Christopher S Penn | Jun 22, 2020 | Influence, Influencer Marketing, Marketing, Measurement, Strategy
Salil asks, "Can reviewers of products on YouTube that have a large following ie. 1 million or more but are not paid by companies to promote their products (example: the channel - Dope or Nope) be called "influencers"?" The definition of influence in this context is...