by Christopher S Penn | Mar 23, 2021 | Influencer Marketing, Influence, Marketing, Strategy
Are you tired of influencer marketing yet? I have bad news for you: it’s about to become much more important. First, let’s define what we mean by influencer marketing so we’re working from the same definition. Let’s define influencer marketing as a kind of word...
by Christopher S Penn | Mar 8, 2021 | Marketing, Strategy
I had a chat recently with a conference organizer about an upcoming talk I’ll be doing on the basics of measurement, and in this conversation, I came to the realization about what many of us – myself included – have been doing wrong when it comes to...
by Christopher S Penn | Mar 1, 2021 | Marketing Data Science, Marketing, Marketing automation, Marketing Technology, Strategy
I was watching a session from the R Studio Global Conference recently, on dashboards and dashboard fatigue, and this quote from Sean Lopp really stood out to me and changed my thinking about KPIs (key performance indicators) and how we use them: “KPIs are...
by Christopher S Penn | Feb 24, 2021 | Marketing, analytics, Strategy
Jay asks, “What advice would you give casino marketers? They live off of the frequency of their customer base. The markets are pretty mature in that they’ve had, not one but, multiple casinos to compete with. Right now they just throw more offers out, eroding...
by Christopher S Penn | Feb 23, 2021 | Marketing, Marketing Data Science, search engine optimization, SEO, Strategy
Mark Schaefer wrote up a very thoughtful analysis of an SEO framework I did recently, and he pointed out that cumulative advantage (both the sociological concept and the title of his new book) makes life difficult if you’re competing against a well-established...
by Christopher S Penn | Feb 12, 2021 | Review, Awakening, Books, Marketing, Strategy
Mark Schaefer asked me to review his latest book, Cumulative Advantage. It’s a book based on the sociological work of Dr. Robert Merton as well as a series of other sociologists on the phenomenon of cumulative advantage. In the most basic terms, those who have...