Advancing communications measurement and evaluation

Christopher Penn Interview: The Five Levels of Data, and How to Glean Insight From Data

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, and artificial intelligence/machine learning in marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, Toyota, and many others.

Mr. Penn is a highly-sought keynote speaker thanks to his energetic, informative talks. He is an IBM Champion in Watson Analytics, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast.

He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and IntroductionMarketing White Belt: Basics for the Digital MarketerMarketing Red Belt: Connecting With Your Creative MindMarketing Blue Belt: From Data Zero to Marketing Hero, and Leading Innovation.

—The Measurement Standard: Welcome to our Measurement Life interview. First, how about a little about you: you’ve just launched Brain+Trust Insights—can you let our viewers know a bit about your new business, and what path led you there?

—TMS: Our focus this month on The Measurement Standard is on Insight and Action. A lot of communications, PR, and marketing professionals seem to be awash in data, but don’t really know what to do with all of it, so they pull a bunch of numbers together into a report and hope that someone else can do something useful with the information. Is this a fear of numbers, a lack of time, or a lack of training problem?

—TMS: What does Insight and Action mean to you, and how can businesses best identify and harness the power of the data they have available?

—TMS What are some first steps to take to get data in order so that the analysis that can lead to insight and action can take place?

—TMS: What’s the one thing most PR/Communications/marketing professionals miss about gleaning insight from data?

—TMS: Similarly, what roadblocks are in their way that prevent them from effectively deploying actions based on that insight?

—TMS: Where are measurement and evaluation going? What great strides do you see in your crystal ball?

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