Q&A: PenPath’s Alex Cruz on Why the Best Data Stories Start and End with the CEO
St. Louis Digital Marketing and Business Profiles from INSITE ADVICE
English - December 30, 2020 22:00 - 7 minutes - 5.32 MBMarketing Business st. louis seo expert Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
Yes, he makes amazing dashboards. Yes, he knows every marketing KPI. Yes, those are baseline expectations from any analytical solutions provider today. But Alex Cruz does the hard part too: He and his team at PenPath, a marketing intelligence company make sure your CEO is happy. Because spending money on data is easy. Making money on data? That’s the key. Cruz recently talked with Chris Tauber of Data for Execs magazine on how he tackles that.
Today so many businesses are overwhelmed with data. How do you tackle that with PenPath?
The business side of me has always been drawn to the most important question: What does it all mean? The creative side of me always focuses on the story of the data, not just the metrics and charts. There’s an intersection between data and creative and the story that data can tell to persuade and inform.
I started a marketing agency when I was younger, and I quickly saw how you could optimize performance with data. I became very passionate about it. As marketing tools have evolved and the amount of data became tremendous, I created PenPath, a marketing intelligence company, to help businesses get the most value from their data. We bring it all together to show the story, including eCommerce dashboards