PenPath Blog

PenPath's Insights: Marketing Analytics, Business Intelligence, & Data Visualization
spend metric
Dec 15 2019

Learn How To Measure The “Spend” Marketing Metric – The One The Boss Cares About

Ah, the spend metric, or cost metric in digital marketing. One of the biggest metrics.

The bane of every digital marketer, yet also the greatest potential blessing. 

Today, we’ll be taking a look at what the exact meaning of this metric is, where you can find it in all your social platforms, what it would look like aggregated and why we would do that. 

Ultimately, this will give you a broader understanding of marketing metrics and take your analysis to the next level.

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marketing data blending
Dec 03 2019

Data Blending In Digital Marketing: What You Need To Know

As a data-driven digital marketer, you spend your time on making campaigns and ultimately getting leads for the company. But you’re also interested in knowing how digital marketing analytics can help what you do each day. 

Today we’re going to be talking about how data blending in marketing can enhance results. We’re going to show you examples of exactly what we mean and how those results can directly impact your business. 

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marketing data visualization
Nov 19 2019

Data Visualization Championships: Tableau Vs. Current Marketing Analysis Software

Welcome to the Data Visualization Championships!

Let’s take a look at some of the most commonly used ones in marketing. Data Visualization tools are used to see data in a meaningful way that makes it easier for robust decision-making. We’ll discuss their pros and cons, and judge them from a data visualization and analysis standpoint.

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marketing data strategy
Nov 11 2019

Steps For A Solid Marketing Data Strategy Part 2: Practical Implementation

In Part 1 of this series, we talked about concrete reasons to have a marketing data strategy and what actions you can take as a marketer to incorporate a more data-driven mindset on your team (or improve the existing one). 

In this article, we’ll talk about implementation: how to approach the different steps of implementing a marketing data strategy from a practical view. Let’s take a look. 

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Nov 06 2019

Steps For A Solid Marketing Data Strategy Part 1: What Problems It Solves

Despite conferences and videos on how data will affect the future, digital marketing employees are having a hard time knowing how to implement a marketing data strategy or get buy-in from upper management.

This 4 step marketing data strategy will help in planning how to approach this problem from scratch and gaining clarity on how exactly a good strategy can help with concrete reasons. 

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Oct 22 2019

Upgrading From Google Analytics: When Should You Do It?

For many marketers, whether or not to spend a lot of money and energy on marketing analytics tools is a main concern. Forbes shows although Martech budgets are increasing, there’s yet to be clarity about what solutions actually accomplish. 

Knowing intermediate and advanced capabilities in Google Analytics, Tag Manager, or custom Excel reports is enough to feel accomplished. But there’s an entire world of opportunities for those brave enough to venture out of the normal analytics stack.

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Oct 01 2019

The Martech (Marketing Technology) Boom – And Staying Updated In This Digital Age

It’s officially the end of marketing, says Marie-Gulin Merle, the CMO of Calvin Klein and Chief Digital Officer of PVH. 

How come? Well, marketing is becoming more and more “MarTech”, or marketing technology. Before, digital marketing and traditional marketing were considered separate. Now, there’s been a mindset shift where involving advanced technology and analytics is considered the norm. What is this shift – and how does it change marketing going forward? Read more to find out!

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