Archive for Neil Mason

Showing 82 items

• Data-Driven Marketing
  What data driven marketing is, and how to go about it. Aug 19, 2008
• Where Web Analytics Tools are Headed
  A look at Omniture's updated product roadmap and other trends involving analytics vendors. Aug 5, 2008
• Analytics Basics: Measuring Content Consumption
  How to dig deeper than a Web site's top pages to determine the most popular types of content. Jul 22, 2008
• Analytics Basics: Campaign Tracking
  Make "planning" and "process" your watchwords for campaign tracking success. Jul 8, 2008
• Analytics Basics: Getting the Right Numbers Right
  Bad data mean bad news for your analytics program -- and your business. Jun 24, 2008
• Are Two Web Analytics Tools Better Than One?
  A survey that examines how organizations use Web analytics in the U.K. turns up some interesting trends. Jun 10, 2008
• Are Two Web Analytics Tools Better Than One?
  A survey that examines how organizations use Web analytics in the U.K. turns up some interesting trends. Jun 10, 2008
• How Big Brands Embrace Analytics
  Barclays Bank, Dell, "The New York Times," and the U.K.'s Channel 4 dive into the analytics ecosystem. May 27, 2008
• Why the Planets Are Aligned for Analytics
  There's no point to collecting metrics if you don't take action on your insights. May 13, 2008
• Comparing E-Metrics in the U.S. and the U.K./Europe
  Are the online Web analytics markets across the Atlantic at different levels or are they just different? Apr 29, 2008
• Digital Marketing Optimization: Retention
  How does one optimize the ROI already made to acquire a customer in the first place? Last in a four-part series. Apr 15, 2008
• Digital Marketing Optimization: Conversion
  Are you leading visitors to the site but can't make them bite? Third in a series. Apr 1, 2008
• Digital Marketing Optimization: Acquisition
  Campaign optimization is a multitiered problem. A look at improving campaigns for in-channel, cross channels, and multichannels. Second in a series. Mar 18, 2008
• Digital Marketing Optimization
  How customer acquisition, conversion, and retention fit into digital marketing plans. Mar 4, 2008
• Data-Driven Marketing
  What data driven marketing is, and how to go about it. Feb 19, 2008
• Web Analytics: Insights From the Front Line, Part 2
  Google's analytics evangelist Avinash Kaushik explains why Web analytics professionals can no longer be one-trick ponies. Last in a series. Feb 5, 2008
• Web Analytics: Insights From the Front Line, Part 1
  Google's analytics evangelist Avinash Kaushik explains why 2007 was a turning point for Web analytics. Jan 22, 2008
• Resolutions for 2008
  Think strategic, but translate big thoughts into little actions. And invest in tools to better understand visitors on your Web site. Jan 8, 2008
• Web Analytics 2007: Tools Diversify, Vendors Consolidate
  Organizations push ahead to integrate customer information while moving slower than anticipated to adopt targeting and optimization technologies in the U.K. Dec 11, 2007
• Web Measurement Strategies for Small Businesses
  Tools to build an effective Web measurement strategy on a tight budget. Nov 27, 2007
• Engagement: The Definition Debate
  It's useful to define and measure the volume of valuable behavior on a Web site, but does that count as engagement? Nov 13, 2007
• Web Analytics: Not Just Growing, But Diversifying
  A report from the eMetrics Summit in Washington. Oct 30, 2007
• Data Mining and Predictive Analytics, Part 2
  Take the long view when analyzing visitor behavior on Web sites. Last of a series. Oct 16, 2007
• Data Mining and Predictive Analytics, Part 1
  Adapting these metric techniques to new Web technologies. First of a series. Oct 2, 2007
• Web Analytics' Diversity and Complexity Increase
  As the practice becomes more specialized, it will be impossible for practitioners and consultants to know it all. Sep 18, 2007
• Where Does Market Intelligence Come From?
  As organic growth ebbs, organizations must know how they stack up in a competitive environment. How do you compare? Sep 4, 2007
• Defining Web Analytics
  Web analytics must be about more than site performance. Aug 21, 2007
• Is Web Analytics Really That Difficult?
  Wondering if you can afford to put Web analytics at the core of your online marketing processes? The real question is, can you afford not to? Aug 7, 2007
• Get Educated in Web Analytics
  New to Web analytics? Some resources, formal and informal, to grow your knowledge and skills. Jul 24, 2007
• Untangling the Gordian Knot of Campaign Tracking, Part 4
  Advertisers are realizing the decisions they make, based on the data they have, are likely less than perfect. Jul 10, 2007
• Untangling the Gordian Knot of Campaign Tracking, Part 3
  Using multiple systems to manage and track your campaigns? Be clear about what's being measured and how it's being measured. Third in a series. Jun 26, 2007
• Untangling the Gordian Knot of Campaign Tracking, Part 2
  Which channel gets credit for conversions is more than an academic question for marketers. Part two of a series. Jun 12, 2007
• Untangling the Gordian Knot of Campaign Tracking, Part 1
  Marketers must be able to track online leads and conversions, but the systems available are imperfect at best. May 29, 2007
• Measure and Manage the Online Buzz
  Why monitoring and analyzing what's being said online about your company and its products must become a priority. May 15, 2007
• Web Reporting or Web Analytics?
  Are you doing Web reporting -- or Web analytics? May 1, 2007
• The State of European Web Analytics, 2007
  A report from the London Emetrics Summit. Apr 17, 2007
• Non-transactional Analytics, Part 3
  The challenges inherent in measuring informational and other non-transactional Web sites. Part three of a series. Apr 3, 2007
• Non-transactional Analytics, Part 2
  The challenges inherent in measuring informational and other non-transactional Web sites. Part two of a series. Mar 20, 2007
• Non-transactional Analytics, Part 1
  The challenges inherent in measuring informational and other non-transactional Web sites. Part one of a series. Mar 6, 2007
• Customer Loyalty Improves Retention, Part 3
  We must be able to anticipate changes in customer loyalty, not just react to them. Feb 20, 2007
• Customer Loyalty Improves Retention, Part 2
  And how do we track, measure and manage it? Feb 6, 2007
• Customer Loyalty Improves Retention, Part 1
  Retention marketing is converting customers twice, without having to acquire them twice. Jan 23, 2007
• Metrics for Non-Transactional Web Sites
  How do you measure success or improvement on the vast majority of Web sites where there's no transaction or direct financial benefit? Jan 9, 2007
• 2006 and All That
  Where are we going, where have we been? Prediction and reflections on customer data and Web analytics. Dec 26, 2006
• Offline Marketing Is the New Online Marketing
  Will there also be a return to traditional marketing evaluation methods? Dec 12, 2006
• Refining the Online Channel Offline
  A customer is for life not just for Christmas. Are you optimizing the entire customer experience? Nov 28, 2006
• The E-Business Insights Industry
  The term "Web analytics" misses the point Nov 14, 2006
• Getting to Second Base
  The role analytics plays in companies striving to become customer-centric organizations. Oct 31, 2006
• Privacy Versus Transparency
  Google Analytics and privacy policies. Oct 17, 2006
• Data's Messy -- Get Over It
  Data's flowing in from Web analytics systems, search engine marketing, ad-server reports, and affiliates. How do you cope? Oct 3, 2006
• What Makes A Good Analyst?
  It's not just the hard- and software, analytics is very much "peopleware." Sep 19, 2006
• Customer-Centric Web Analytics
  The challenges of thinking more holistically about an online marketing program's effectiveness. Sep 5, 2006
• Analyzing Unstructured Data
  Eighty percent of business data is unstructured. Here's how to extract meaning from it. Aug 22, 2006
• Forecasting Techniques, Part 2: Qualitative Methods
  A look at forecasting, and some techniques used to assess and understand future trends. Last in a series. Aug 8, 2006
• Forecasting Techniques, Part 1: Quantitative Methods
  A look at forecasting and some techniques used to assess and understand future trends. Part one of a series. Jul 25, 2006
• Defining and Using Segmentation, Part 2
  Segmenting site visitors (or customers) by attitudes, demographics, or behavior. Last in a series. Jul 11, 2006
• Defining and Using Segmentation, Part 1
  What is it, what does it mean, and how can it be used? First in a series. Jun 27, 2006
• Specialized Reporting and Analysis Tools, Part 2
  As an organization's needs develop, so too does the need for more powerful reporting and analysis tools. Part two of a series. Jun 13, 2006
• Specialized Reporting and Analysis Tools, Part 1
  As an organization's needs develop, so too does the need for more powerful reporting and analysis tools. Part one of a series. May 30, 2006
• The State of European Web Analytics
  Across the pond, analytics are getting more sophisticated. May 16, 2006
• The Right Tool for the Right Job
  Web analytics tools can take us a long way, but from time to time it's necessary to look at data in different ways, using different techniques. May 2, 2006
• The Ideal Web Analytics Tool
  What's the best tool for analyzing Web data? The answer may surprise you. Apr 18, 2006
• Data Integration, Part 2: Micro Integration
  What's the bestway to integrate Web analytics data with other forms of data? Last of a two-part series. Apr 4, 2006
• Data Integration, Part 1: Macro Integration
  What's the best way to integrate Web analytics data with other data forms? First in a two-part series. Mar 21, 2006
• Search Engines by the Numbers
  Different search engines mean different users and different user behavior. How this applies to your marketing strategy -- from campaign to landing page. Mar 7, 2006
• Successfully Implementing a Web Analytics System
  Four ways to squeeze the value from your Web analytics system. Feb 21, 2006
• The Web Analytics Package Compatibility Test
  How to determine what Web analytics package your business can live happily ever after with. Feb 7, 2006
• Visual Reporting Tools: Hype or Help?
  Are visual reports, such as overlays and dashboards, actually beneficial, or are they a triumph of design over utility? Jan 24, 2006
• Visual Reporting Tools: Hype or Help?
  Are visual reports, such as overlays and dashboards, actually beneficial, or are they a triumph of design over utility? Jan 24, 2006
• The Cookie Debate: To Serve or Not to Serve?
  Cookies are back in the news, and the debate surrounding them has kicked into high gear in the U.S. Can the European Union's position on cookies help the U.S. settle the question once and for all? Jan 10, 2006
• Web Analytics: Data Drive Business Forward
  Web analytics is emerging as a distinct marketing analysis practice. Where it's been in 2005, and where it's going in 2006. Dec 27, 2005
• A Segmentation Primer
  What is segmentation, anyway, insofar as Web analysis is concerned? Dec 13, 2005
• Web Analytics Lessons From Arthur Nielsen
  Five tips for Web analysts who seek mindshare within their own organizations. Nov 29, 2005
• Developing KPIs and Disseminating the Insights
  If you know what's important to measure, it's easier to focus and report on data in a meaningful way. Nov 15, 2005
• The Web Site Law of Averages
  Beware of averages. They may not mean what you think. Nov 1, 2005
• Customer Journey Framework
  Who's visiting your site, how they use it, and whether they're successful. Oct 18, 2005
• The Soft Stuff: Qualitative Analysis
  There's more than just the numbers. Don't overlook qualitative data. Oct 4, 2005
• Six Variables of Online Surveys
  Improve online survey effectiveness using these six variables. Sep 20, 2005
• Beyond Web Analytics Data: Online Surveys
  To learn where your business is going, you must first learn why your customers do what they do. Sep 6, 2005
• Defining Web Analytics: Market Intelligence
  How do you know growth is good enough and you're maximizing potential? Aug 23, 2005
• Defining Web Analytics
  Web analytics must be about more than site performance. Aug 9, 2005
• An Analysis of U.S. and U.K. Web Analytics
  Can the U.K. keep up with the developments across the pond? Jul 26, 2005

Back to Neil Mason

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  CNET Networks New York, United States
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  Become, Inc Mountain View, United States
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