by Christopher S Penn | Apr 22, 2019 | Google Analytics, analytics, Content, Content Marketing, Marketing, Marketing Technology, Metrics
Stephanie asks, “Is your paid traffic outperforming your organic traffic? Or vice versa?” This is a bit of a misleading question, in the sense that it implies you want to focus on one more than the other. The real goal is to evaluate the synergy of paid...
by Christopher S Penn | Apr 8, 2019 | analytics, AI, Artificial Intelligence, Machine Learning, Marketing, Marketing Technology, Metrics
Ryan asked at Social Media Marketing World for cases where data goes against intuition: In the time since this post was written (2015), so much has changed. Data is more counterintuitive than ever. Why? We have so much more of it, and that complexity is what creates...
by Christopher S Penn | Apr 4, 2019 | Amazon, Advertising, analytics, Google Analytics, Marketing, Marketing Technology, Metrics
Clarissa asks, “Question: I publish a book and set up a series of ads using Google Ad Words and the link goes to the Amazon Page. How do I set up tight tracking for the success of the ads, where success = book sales?” This is a challenging situation...
by Christopher S Penn | Mar 25, 2019 | analytics, Content, Content Marketing, Marketing, Marketing Technology, Metrics, Social media, Social networks
Ateeq asks, “I just want to be able to get some conversations around Google Analytics from Facebook and Twitter programmatically. Is there a tool that does that or should I aim to write some code in Python?” You’re looking for social media...
by Christopher S Penn | Mar 18, 2019 | Artificial Intelligence, AI, analytics, Data, Data Science, Machine Learning, Marketing, Marketing automation, Marketing Technology, Metrics, Social media, Social networks
Beatrice asks, “Can you recommend a tool to tie social media data and surface best performing content, campaigns, ads cost, abnormalities, and ROI?” In a word, no – at least not in the sense of a prepackaged, off the shelf product. You’ll have...
by Christopher S Penn | Mar 7, 2019 | analytics, Marketing, Marketing Technology, Metrics, Social media, Social networks
Ziring asks, “I want to run a social media contest, how do I measure the success of mentions of my account and hashtag?” This is an interesting question, because measuring a contest with social engagement may not be a great business objective. While we...