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PenPath's Insights: Marketing Analytics, Business Intelligence, & Data Visualization
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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marketing analytics software
Nov 08 2019

Marketing Analytics Software: Prove ROI To Management

A marketers’ technology stack is complex. One piece of marketing technology that can get particularly complicated is marketing analytics.

So how do you find the best marketing analytics solution for your business and how do you then get internal buy-in?

Here are 3 ideas on how to get internal buy-in when upgrading your marketing analytics stack: 

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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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data warehousing, marketing
Sep 15 2019

Applying Data Warehousing To Marketing Analytics: A Complete Overview

Do You Have A Data Problem?

Most marketers today do. With traditional and digital marketing becoming one, marketers are inundated with so much data. This includes web data (page views, clicks, signups), ad data (impressions, CPM, frequency, CPC), email data (open rate, unsubscribe rate, engagement) and more. 

This doesn’t include a CRM, which hosts information on all your prospects and leads, acting as the heavyweight in gathering all customer contact information. How can the average marketer create a complete blueprint of who their customer is and where they come from? 


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digital marketing, analytics
Sep 11 2019

Beyond Google Analytics: 3 Ways Marketing Data Analysis is Transforming How Marketers Work

Digital marketers have been manually gathering data for ages, but until now haven’t done much with it. Google Analytics, a traditional digital analytics software, has been around since 2005, but it wasn’t until recent years as e-commerce went social and mobile that using technology to analyze data not only became a trend but a necessity.

Because of this, many leaders are still unsure how to use data analysis in their marketing strategy. No, really.

In fact, 62% of executives still rely more on experience and advice to make decisions, instead of looking at their own data. Why is that? 

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Sep 05 2019

Drool-Worthy Tableau Dashboards: Explore Marketing Analytics Visualizations And See What A Custom One Looks Like!

Marketers today have a hard job- not only do they have to look at data from different sources, but also do that for each step of the marketing funnel. A typical day in a marketer’s job might involve looking at Salesforce for lead attribution, pulling up some Excel sheets to fill in data gaps, and using Google Analytics for website analysis.  

Combining traditional marketing efforts with digital marketing tactics is the new normal. This doesn’t include making campaigns, raising brand awareness through webinars, lead pages and so much more!

This is where Tableau comes in. Let’s look at how it can aid in key marketing stages.

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