Marketing


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Just Google It: 7 Questions Every CMO Wants To Know

Google-owned YouTube is a wasteland, but like all wastelands, when you brush aside the layers of dirt and debris, you’re in the position to discover a gem or two. The video that follows may not meet gem status, but it is a find worth noting here. Tara Walpert Levy is VP of Agency and Brand […] The post Just Google It: 7 Questions Every CMO Wants To Know appeared first on Adpulp.
Tags: Google, Mobile, Video, Advertising, Analytics, Ad People, Agency Business, Advertising Technology


How to Calculate Marketing ROI

Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether their ROI is trending in the right direction. Before we […] The post How to Calculate Marketing ROI appeared first on Christopher S. Penn Marketing Blog.
Tags: Money, Advertising, Marketing, Seo, Data, Analytics, Data Science, Metrics, Attribution, Christopher, Marketing Technology, White Belt


You Ask, I Answer: Tracking Multiple File Goals in Google Analytics

Igor asks, “What if I want to track specific file downloads as goals in Google Analytics? How do you do that?” Igor’s question is a followup from the April 25, 2019 episode. It’s quite simple to track any individual file download as a goal in Google Analytics by using the same methods, but there are […] The post You Ask, I Answer: Tracking Multiple File Goals in Google Analytics appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Seo, Analytics, Google Analytics, Marketing Automation, Christopher, Igor, Marketing Technology, Google Tag Manager


You Ask, I Answer: Marketing Toolbox Must-Haves

Madalyn asks, “Are there any must-have tools in your marketing toolbox?” So, so many! I couldn’t do what I do without the tools I use. Let’s look at the gallery by functional role. Content Distribution: WordPress, Mautic, the various social networks, YouTube, Libsyn SEO: AHREFs, Google Trends, Google Search Console Analytics Data: Google Analytics, Talkwalker, […] The post You Ask, I Answer: Marketing Toolbox Must-Haves appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Seo, Analytics, Marketing Automation, Christopher, Marketing Technology, Madalyn, Google Trends Google Search Console Analytics Data


You Ask, I Answer: Augmented Analytics Viability?

Michael asks, “Have you heard of augmented analytics (defined by Gartner)? It seems to me it means your job will get easier in the short run and you’ll be out of business in the long run – if you believe it. I’d be interested in your comments on it.” Augmented analytics is what the rest […] The post You Ask, I Answer: Augmented Analytics Viability? appeared first on Christopher S. Penn Marketing Blog.
Tags: Seo, Data, Analytics, Artificial Intelligence, Data Science, Gartner, Machine Learning, Michael, Christopher


You Ask, I Answer: Tracking Non-Web Content in Google Analytics with Google Tag Manager

Stephanie asks, “How should marketers measure the performance of content that is not web pages?” This is a very straightforward task that requires you to do two things: first, establish what kind of measure it will be (pageview, goal, etc.) and then create the infrastructure in Google Tag Manager. The best, preferred, and most scalable […] The post You Ask, I Answer: Tracking Non-Web Content in Google Analytics with Google Tag Manager appeared first on Christopher S. Penn Marketing Blog.
Tags: Google, Marketing, Seo, Analytics, Google Analytics, Metrics, Stephanie, Christopher, Marketing Technology, Google Tag Manager


You Ask, I Answer: Tracking Non-Digital Marketing in Google Analytics

Stephanie asks, “How can you use Google Analytics to track non-digital marketing like billboards and other real world marketing?” You’ll want to use a combination of two techniques: UTM tracking codes and custom subdomains in your DNS. Watch the video for the complete explanation of how to set it up, what software you’ll need including […] The post You Ask, I Answer: Tracking Non-Digital Marketing in Google Analytics appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Seo, Analytics, Google Analytics, Stephanie, Christopher, Marketing Technology


You Ask, I Answer: Paid and Organic Traffic Evaluation in Google Analytics

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 and organic traffic working together. As the cliche […] The post You Ask, I Answer: Paid and Organic Traffic Evaluation in Google Analytics appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Seo, Content Marketing, Analytics, Google Analytics, Content, Metrics, Stephanie, Christopher, Marketing Technology


From Email Metrics to Inbound Marketing Taking Advertising Options to the Next Level

Email is one of the most direct ways for organizations to reach their audiences on a 1:1 basis, which means that it is a rich source of information for research and new product development. Read more at PPCHero.com
Tags: Seo, Analytics, Email Marketing, Inbound Marketing Taking Advertising Options


4 Unconventional Ways to Become a Better SEO

Posted by meagar8Let’s get real for a moment: As much as we hear about positive team cultures and healthy work environments in the digital marketing space, many of us encounter workplace scenarios that are far from the ideal. Some of us might even be part of a team where we feel discouraged to share new ideas or alternative solutions because we know it will be shot down without discussion. Even worse, there are some who feel afraid to ask questions or seek help because their workplace culture do...
Tags: Google, Seo, Analytics, Better SEO, Meagar8


You Ask, I Answer: Evaluating Google Analytics Segments

Andrea asks, “How can you determine what segments to evaluate in Google Analytics?” If – and this is a big if – you have the segments you want to evaluate set up in Google Analytics, and you have goals and goal values defined, then you can evaluate segments based on their business impact. Watch this […] The post You Ask, I Answer: Evaluating Google Analytics Segments appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Seo, Analytics, Google Analytics, Andrea, Christopher, Marketing Technology


You Ask, I Answer: The Most Important Google Analytics Task Post-Setup

Stephanie asks, “What’s the first thing you should do once you have #GoogleAnalytics set up on your website?” During the CMWorld Chat yesterday, folks had some terrific questions, so we’ll be tackling each of these in the next few episodes. When it comes to Google Analytics, there’s only one thing you should do immediately after […] The post You Ask, I Answer: The Most Important Google Analytics Task Post-Setup appeared first on Christopher S. Penn Marketing Blog.
Tags: Google, Marketing, Seo, Analytics, Google Analytics, Stephanie, Christopher, Marketing Technology


How the NFL, Anheuser-Busch are using marketing cloud software

Making the NFL even more popular isn’t easy, especially when it’s competing in places where futbol reigns supreme. But it’s a reality that Aaron Jones, director of fancentric marketing at the NFL, grapples with as he looks to grow the league’s footprint overseas, where the game’s popularity is a far cry when compared to that of the U.S.   For Jones, engagement—and not necessarily sales of products such as jerseys—is paramount. “Streaming is key for us,” Jones says. “How many people are...
Tags: Adobe, Advertising, Cleveland Browns, NFL, Analytics, Jones, Browns, Anheuser Busch, Havas, Adobe Analytics, Aaron Jones, Odell Beckham Junior, NFL Anheuser Busch, Wunderman Havas, John Faviano, Bud Light Blue Light


When Marketing Data is Counterintuitive?

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 counterintuitive situations. Intuition is, in many ways, our […] The post When Marketing Data is Counterintuitive? appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Seo, Analytics, Artificial Intelligence, Machine Learning, Ai, Metrics, Ryan, Christopher, Social Media Marketing World, Marketing Technology


You Ask, I Answer: Tracking Google Ads Performance to Amazon?

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 because Amazon gives you very limited […] The post appeared first on Christopher S. Penn Marketing Blog.
Tags: Google, Amazon, Advertising, Marketing, Seo, Analytics, Google Analytics, Metrics, Clarissa, Marketing Technology


How Data Metrics Work For Independent Artists

While social media platforms offer artists a convenient method for contacting and advertising to fans, these sites also provide valuable marketing info behind the scenes on the demographics of visitors and other helpful data-driven insights. _____________________________ Guest post by Carter Wilson of the Berklee College of Music: Music Business Journal Introduction Since the rise of social media and other online platforms like YouTube and Facebook, artists have been able to reach...
Tags: Facebook, Spotify, Music, Diy, Instagram, Youtube, Marketing, Social Media, Music Industry, Data, Analytics, Guest Post, Indie, Musicians, Universal, Music Business


Forrester’s 2019 Business Intelligence Vendor Landscape

Information technology keeps moving forward at an ever increasing pace. Business Intelligence (BI) technology isn’t falling behind and keeps constantly evolving. Gone are the days when vendors categorized themselves as   IT focused and enterprise scalable vs. business user focused  BI platforms mostly going after departmental and line of business (LOB) use cases. All legacy […]
Tags: Marketing, Analytics, Business Intelligence, Forrester, Advanced Analytics, Vendor Landscape, Forrester Now Tech


You Ask, I Answer: Measurement Tips for Agencies

Max asks, “What are some tips for agencies and freelancers for better business results in 2019?” Agencies and freelancers are notorious for skimping on measurement. In this video, I offer some guidelines about how much to spend on measurement and how to create a measurement plan. Can’t see anything? Watch it on YouTube here. Listen […] The post You Ask, I Answer: Measurement Tips for Agencies appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Strategy, Seo, Analytics, Reporting, Max, Agencies, Christopher, Marketing Technology


Analyzing the Impact of Multi-Brand Shared Keywords

Do you manage multiple accounts bidding on the same keywords? If so, you've probably wondered how this impacts the performance of each account. This post will discuss how to leverage Auction Insights with keyword data to give valuable insight into the performance of each account. Read more at PPCHero.com
Tags: Seo, Analytics, Search


You Ask, I Answer: Extracting Social Content Data

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 monitoring. In this case, your best bets are tools like Talkwalker and Brand24. […] The post You Ask, I Answer: Extracting Social Content Data appeared first on Christopher S. Penn Marketing Blog.
Tags: Facebook, Social Networks, Marketing, Social Media, Seo, Content Marketing, Analytics, Google Analytics, Content, Metrics, Christopher, Marketing Technology, TalkWalker, Ateeq


Social Media Marketing World 2019 Day 2 Recap

Yesterday marked day 2 of Social Media Marketing World 2019. What were some of the key takeaways? Facebook gets rightfully stomped on, video rules, content shock continues, influencers don’t comply, and much more. Watch the video for full details. Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 […] The post Social Media Marketing World 2019 Day 2 Recap appeared first on Christopher S. Penn Marketing Blog.
Tags: Analytics, Conferences, Marketing, Marketing Technology, Social media, Social networks, Strategy, Video, YouTube


Upgrade Your Data, Upgrade Your Analysis

It’s easy to hit a rut in your analysis. Problems become stale, questions feel like they will never be resolved, and there isn’t anything left to find in the data. This is where adding extra data sources or facets can help. Read more at PPCHero.com
Tags: Seo, Analytics, Analysis, Data Analysis, Business Data, Analtyics


How to Create a Data-Driven Marketing Strategy

This is a guest post by Danielle Canstello, Pyramid Analytics. We live in the golden age of big data, with advanced monitoring systems constantly pouring new information in our databases. Whether it’s coming from the company website, the social media channels, or any other sources, data is highly valuable because it lets you understand customers and their needs and wishes. However, this doesn’t mean it’s easy to make sense of market trends. Without a well-established strategy, data doesn’t...
Tags: Big Data, America, Strategy, Analytics, Google Analytics, Pr, Information Overload, Digital Marketing, Conversion Optimization, Social Media Intelligence, Stihl, Website Optimization, Pyramid Analytics, Datadriven Marketing, Strategic Comms, Danielle Canstello Pyramid Analytics


You Ask, I Answer: Comprehensive Social Media Analytics?

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 to do that yourself. There’s a multistage process for doing so. Watch […] The post You Ask, I Answer: Comprehensive Social Media Analytics? appeared first on Christopher S. Penn Marketing Blog.
Tags: Social Networks, Marketing, Social Media, Seo, Data, Analytics, Artificial Intelligence, Data Science, Machine Learning, Ai, Metrics, Marketing Automation, Christopher, Beatrice, Marketing Technology, Comprehensive Social Media Analytics


Fun Fact Friday: Social Influencer Benchmarks

In today’s episode, I take you behind the scenes for what went into the Trust Insights 2019 Social Media Influencer Benchmark report. Learn why we chose the measures we did, what surprises we found along the way, and how the report could save you a whole bunch of money on influencer marketing. Watch the video, […] The post Fun Fact Friday: Social Influencer Benchmarks appeared first on Christopher S. Penn Marketing Blog.
Tags: Social Networks, Marketing, Social Media, Seo, Analytics, Data Science, Influence, Influencer Marketing, Christopher, Marketing Technology


Guide to Search Engine Optimization and Marketing

With 89 percent of customers starting their buying process from a search engine, it has never been so vital to show up online — especially considering that 75 percent of searchers never scroll past the first search results page. Aside from your business’s profit potential, think about your ideal customer: How hard is it for them to find you? How can you make it easier? The answers lie within search engine optimization (SEO) and search engine marketing (SEM). It’s not enough to have a website or ...
Tags: Business, Seo, Sem, Analytics, Small business marketing, John Habib, Online listings


You Ask, I Answer: Returning Users Original Sources in Google Analytics?

Andy asks, “How would you see how your returning visitors originally got to the site? not just how they got there when they returned?” This requires a fair amount of customization to Google Analytics. Watch the video for the complete walkthrough, including an explanation of different measurement levels (users, sessions, hits) and how Google Analytics […] The post You Ask, I Answer: Returning Users Original Sources in Google Analytics? appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Seo, Analytics, Google Analytics, Andy, Christopher, Marketing Technology


You Ask, I Answer: How to Benchmark Marketing Performance?

Andrew asks, “How do you know what to benchmark against?” This is a great and complex question to answer. Benchmarking effectively means having insights into competitive data and very often, competitors don’t necessarily want to share that kind of data for obvious reasons. There are five places we can benchmark in digital marketing data. – […] The post You Ask, I Answer: How to Benchmark Marketing Performance? appeared first on Christopher S. Penn Marketing Blog.
Tags: Marketing, Strategy, Seo, Analytics, Google Analytics, Andrew, Christopher, Marketing Technology


You Ask, I Answer: Measuring Contest Effectiveness

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 talked in the past episode about vanity metrics not always being […] The post You Ask, I Answer: Measuring Contest Effectiveness appeared first on Christopher S. Penn Marketing Blog.
Tags: Social Networks, Marketing, Social Media, Seo, Analytics, Metrics, Christopher, Marketing Technology, Ziring


You Ask, I Answer: Analytics and Social Media Marketing Strategy

Sherry asks, “How do you use analytics to set marketing strategy, especially for social media marketing?” While this is a very broad question, we can use our AI-Powered Social Media Marketing Process as the starting point for discussing the use of analytics in setting, informing, and executing strategy. Watch the video for a walkthrough. See […] The post You Ask, I Answer: Analytics and Social Media Marketing Strategy appeared first on Christopher S. Penn Marketing Blog.
Tags: Social Networks, Marketing, Social Media, Seo, Data, Analytics, Artificial Intelligence, Data Science, Machine Learning, Ai, Influencer Marketing, Sherry, Christopher, Social Media Marketing Strategy, Marketing Technology



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