by Christopher S Penn | Nov 1, 2021 | Marketing, analytics, Marketing Data Science, Metrics, Research
In the world of data and analytics, anecdotal evidence is often (and correctly) demonized. Why? People in general and marketers in specific mistake anecdotal evidence for quantitative proof, for statistically representative, reliable, and repeatable evidence....
by Christopher S Penn | Oct 8, 2021 | analytics, Marketing, Marketing Data Science, Marketing Technology, Metrics, Social media, Social networks, Strategy
One of the most common questions asked in social media marketing is, “What’s the best tool for analyzing and reporting your social media marketing?” This is a sensible question; after all, if you can’t measure something, you can’t manage...
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...
by Christopher S Penn | Dec 12, 2019 | Brand, analytics, Marketing, Marketing Technology, Measurement, Metrics
Jen asks, “What are some solid KPIs that you will be looking for next year?” Recall that our definition of a KPI is any metric for which you either get a bonus or fired. This poses a quandary for marketers responsible for brand, since brand tends to be one...
by Christopher S Penn | Nov 15, 2019 | analytics, Data Science, Marketing, Metrics, Social media, Social networks, Statistics
Annica asks, “What sort of goals should we be setting for social media in 2020?” Depending on how you use social media – for marketing, sales, customer service, etc. – will govern what kind of goals you set. For marketing, the simplest goals...
by Christopher S Penn | Nov 13, 2019 | analytics, Google Analytics, Google Data Studio, Marketing, Marketing Technology, Metrics, Social media, Strategy
One of the things I’ve criticized Google Analytics about in the past is the new vs. returning visitor ratio metric. This ratio tends to mislead marketers, especially marketers new to web analytics. In aggregate, the ratio tells us nothing useful. As far as...