Archive for Neil Mason

113 articles
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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
Analytics Basics: Getting the Right Numbers Right
Bad data mean bad news for your analytics program -- and your business. Aug 18, 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
Recognize Customers as Individuals, Part 1
"I am not a number, I am a person," is a famous line from a 1960s cult TV program. Customers would be well served if online businesses remembered it. Jun 23, 2009
Businesses Must Gear Up for Growth
Start by mapping out how measurement and analytics will support your company's recovery. Jun 9, 2009
Sizing Up WebTrends' Maturity Model
Maturity models help organizations identify where they are and where they're going. Some feedback on one designed for digital marketers. May 26, 2009
EMetrics Summit Pays Heed to Customer Experiences
Analytics experts also point out the challenges of developing mobile measurement strategies. May 12, 2009
Omniture's European Summit: A Look at the Trends
Marketing technology vendor looks to integrate offerings, plus announces new capabilities to measure social media and mobile. Apr 28, 2009
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? Apr 14, 2009
When Is a Visitor not a Visitor?
The answer: when it's a cookie. Mar 31, 2009
My Simple Organization Maturity Model
Where is your organization in developing your digital marketing measurement and optimization capabilities? A simple model points you in the right direction. Mar 17, 2009
A Peek Inside Search Engine Marketing
What additional role can search engine marketers play in the future? Mar 3, 2009
Predictive Analytics: A Blend of Art and Science?
Can empirical approaches outperform human experts in different disciplines, from baseball scouting to digital marketing? Here's why predictive analytics is more than just a numbers game. Feb 17, 2009