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Preview: Comments for Christopher S. Penn's Awaken Your Superhero

Comments for Christopher S. Penn Marketing Blog

Awaken Your Superhero

Last Build Date: Thu, 08 Feb 2018 13:47:00 +0000


Comment on Artificial Intelligence and Creative Destruction by C.C. Chapman

Thu, 08 Feb 2018 13:47:00 +0000

Thank you again for coming in and guest lecturing to my class. I'll be sure to share the feedback I get in our next class. I fully expect there to be some :)

Comment on How To Set Your Consulting Billing Rates and Fees by Batman

Tue, 06 Feb 2018 14:52:00 +0000

Agreed, however not truly my point. Life is an audition. You let them know that you can succeed with your method in their business, but you don't tell them how....

Comment on Avoid Optimizing For Only One KPI by Christopher S. Penn

Mon, 05 Feb 2018 17:34:00 +0000

The big thing is path integrity and path data. The more of it we have, the more successfully we can point ML and AI solutions at it. Most companies have woefully little path data, unfortunately.

Comment on Avoid Optimizing For Only One KPI by Joe Nunziante

Mon, 05 Feb 2018 17:32:00 +0000

Interesting and often overlooked topic. But, I think there's a difference between what you optimize against (your KPI(s)), and how you apportion credit to the touchpoints leading up to a conversion. The former is a strategy question; the latter is more of a technology & methodology question. Even with multi-touch attribution (MTA), you still need to 'point' the analysis at a given KPI -- you'd still need to identify the action it is that you want to begin splitting credit from...which brings us back to your original question. I think it's a topic worth more discussion: even with today's MTA tools which are often implemented with a focus on splitting credit for one specific action (could be Adds to a Shopping Cart or Store Locator usage, etc.), we still need to think about whether or not the single KPI which we're pointing our MTA tools at is adequate for properly understanding the real value of all the media we have in market. To an extent, if you point your MTA platform at the most 'complete' action you can drive (e.g. a final purchase), your MTA platform should still be capable of properly determining the contributory value of all your media, including higher-funnel brand-oriented tactics (video, for example) because the MTA tool should be looking far enough back to understand if the sheer presence of any touchpoints (e.g. a video ad impression) did materially increase the likelihood for downstream conversion. It might've happened three weeks ago, but if it drove an increased likelihood to convert, we should see that come through via MTA and that video will get some credit. That leads us to the next discussion topics of 1) whether we loosen the CPA thresholds for certain media tactics because we know a video ad will likely cost us more to drive a conversion (even if we are at a point where we can quantify the quantity of conversions it helped drive), and 2) what sort of secondary KPIs can we add to the mix that will help provide a clearer picture of performance and contribution... ...and THAT leads us back to your original premise -- should we optimize against just one KPI?

Comment on How To Set Your Consulting Billing Rates and Fees by Andy

Mon, 05 Feb 2018 10:44:00 +0000

Never do consultancy for free! If it costs nothing, it's worth nothing!

Comment on How To Set Your Consulting Billing Rates and Fees by Andy

Mon, 05 Feb 2018 10:42:00 +0000

Ref the "Floor Billing Rate", he's got the 3x multiplier right, but for the wrong reason! It's not because your billable time is only 33% of available time! Your utilisation should be a lot better than 33% and 60% is a fair target! The 3x multiplier is because: a) It factors in the additional benefits you'd get if you were in perm employment. b) It factors in your business overheads. c) It factors in a profit margin or markup, to compensate you for the risks of running your own business. .....and finally of course, as already mentioned....... d) A utilisation considerably lower than 100%.

Comment on The Human Backlash Against AI is Coming by Mrs. Tia Pesso Powell

Wed, 31 Jan 2018 16:05:00 +0000

Thanks again for your insights. Sounds good. Kind of comforting and quite reasonable. Sharing again.

Comment on How To Get Your Next Marketing Job by Chel Wolverton

Mon, 29 Jan 2018 20:18:00 +0000

Essentially paying attention during an interview and asking a hiring manager about their issues means in a way treating them like a client (agency or freelance), you need to understand their problem and show that you can solve it during a discussion. That was a good connection to make while I was watching.

Comment on The AI-Powered SEO Process: Validate and Select by kenyob

Wed, 24 Jan 2018 22:06:00 +0000

This is an excellent post @cspenn do you have any example code to pull in the #seo keyword volume and difficulty scores along with how to cluster keywords?

Comment on How To Set Your Consulting Billing Rates and Fees by Team Clermont

Tue, 23 Jan 2018 21:53:00 +0000

Well done. More comprehensive than we had expected and some vital tidbits for any level consultant to chew on. Cheers, NW (@Clermont1) - @teamclermont