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 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...
by Christopher S Penn | Oct 29, 2019 | analytics, Instagram, Marketing, Metrics, Social media
Abi asks, “Question regarding multi-photo Instagram posts! Do they perform better than static posts?” Here’s the latest research from Trust Insights, which is about a month old. Caution: don’t choose a content type based on performance. Choose...
by Christopher S Penn | Sep 20, 2019 | analytics, Marketing, Marketing Technology, Metrics, Social media, Social networks, Strategy
Clifton asks, “Does anyone know how to calculate the media value for a post on Reddit?” This question leads towards the metric that won’t die: ad value equivalency (or cost equivalence). AVE makes the assumption that if a post performs organically,...