Christopher Penn - Business of Marketing Podcast

Diving into Data for Marketers – A.I., Google Updates, and More

In The Business of Marketing Podcast by A. Lee Judge

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Christopher Penn Marketing Keynote Speaker and Best-Selling Author joins this episode!
There was a time when marketing was more heavily art than science. But with the amount of data available to us today, it can’t be ignored that it is the data that helps us make the best decisions and understand the quality of the marketing work that we’ve done.

That doesn’t mean that understanding how to gather and interpret all of this data is easy. Luckily, we have people like today’s guest to help us understand and navigate through all of the data tools and analytics available to marketers and businesses.

Today’s guest is a go-to guy when you want to dig into the analytics of marketing.
  • He is the Co-Founder and Chief Data Scientist at, a marketing analytics consulting firm.
  • He is a keynote speaker who’s been on stage for companies such as IBM, Marketo, Salesforce, Hubspot, and more.
  • An expert on digital marketing, marketing technology, and Artificial Intelligence.
  • Most of all he bridges the gap between marketing and technology.
By the end of this podcast, I’m sure you’ll want to follow him and keep learning from his insights. 
Here are some of the topics that Lee asks Christopher in this episode:

  • If you could get one big thing off of your chest that you wish you could get every marketer today to understand about data, what would it be?
  • I work with a large organization on their marketing operations. Two of the hottest topics right now are 1) Changes in Google Analytics and 2) Changes in third party cookie tracking. Regarding cookies, while the first wave of hype has already hit, there is still a lot of work to be done. How will organizations with multiple domains, analytics platforms, and marketing automation platforms be affected by the changes in 3rd party cookie tracking?
  • As in Inbound marketer, I operate websites where we aren’t so concerned about 3rd party tracking. In fact, we’ve pulled many pixels like Facebook, LinkedIn, and other advertising pixels from our site. Is that a mistake?
  • The other big topic is Google Analytics Version 4. How pressing is that we let go of version 3 and upgrade?
  • I’ve just become aware of your podcast and I see that you have had a very successful run. 100 episodes so far! Tell us about it.
  • What has been the key to your podcast’s longevity?
  • How has the podcast affected your business or personal brand?
  • Let’s talk about your book, A.I. for Marketers.
  • Do you agree that there are some marketing activities that must be done even when they cannot be measured?
  • How do you answer a business leader when they ask for numbers that don’t exist?
  • Tell us about all things Christopher. Your book, your podcast, and where people can connect with you.

Thanks for listening to The Business of Marketing podcast.

Feel free to contact the hosts and ask additional questions, we would love to answer them on the show.

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