by Christopher S Penn | Jun 11, 2021 | analytics, Marketing, Marketing Data Science, Marketing Technology, Measurement
Shea asks, “Wondering your perspective on how to measure the financial impact of earned media when it doesn’t include a backlink to the company website?” This is a fairly common question. There are several ways to peck away at this and arrive at a...
by Christopher S Penn | Apr 14, 2021 | Marketing, Marketing Data Science, Measurement, Strategy
When we think about KPIs, key performance indicators, we tend to think of them monolithically. We think about them as though there are one set of KPIs that apply to everything we do in marketing. “Marketing’s KPI is qualified leads.”...
by Christopher S Penn | Jan 28, 2021 | Marketing, analytics, Marketing Data Science, Measurement, Social media, Social networks
Alexei asks, "What are the most essential steps to analyzing social media data with ‘engagement’ in mind?" The steps for measuring social media engagement are the same as any other digital marketing metric, and follow the 3 Whats: What happened?...
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 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...
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...