Neil Mason
Neil Mason is director of analytical consulting at Foviance. At Foviance Neil heads up the team that consults with major businesses about using Web and predictive analytics to improve online business performance. Prior to joining Foviance in November 2008, Neil was the cofounder of the consumer analytics consultancy Applied Insights. He's a frequent speaker at Web analytics conferences and events. Neil has a BA in Engineering from Cambridge University and an MBA and a postgraduate diploma in business and economic forecasting.
Recent articles by Neil Mason
Understanding Marketing Dynamics
A process called "appropriate attribution" offers insights into the roles that different channels play in leading to successful conversions.
Nov 10, 2009
Trends in Marketing Analytics 2009
The eMetrics summit and a vendor's U.K. conference offer insights.
Oct 27, 2009
Web Analytics Report Card
In a promising sign, businesses allocate an increased share of their analytics budgets on staff instead of technology. But businesses are still coming up short in two key areas.
Oct 13, 2009
Your Web Analytics Checklist
How well is your Web analytics system configured and how good is your data quality? A seven-point checklist.
Sep 29, 2009
Building Analytics Into Your Business Processes
A four-part framework to measure how your business is doing with its online marketing initiatives.
Sep 15, 2009
Pareto Was Right
Why it's important to take an in-depth look at data.
Sep 1, 2009
Building Out a Web Analytics Team
To be effective, a digital marketing analytics team needs these three skill sets. Can one person possess them all?
Aug 4, 2009
Recognize Customers as Individuals, Part 3
Advancements in Web site usability tools promise to improve insights about online customer experiences and expectations. Here's a look at the evolution of qualitative analysis in online marketing.
Jul 21, 2009
Recognize Customers as Individuals, Part 2
Organizations must avoid adopting a one-tool-fits-all approach to understanding and measuring the online customer experience. Here are some tools that can help with quantitative reviews.
Jul 7, 2009
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