attribution

Is Everything We’ve Ever Learned About Attribution Really Wrong?

Jul 10, 2014 - While there are certainly inherent problems with the typical attribution models in use today, it is possible to overcome them by asking three important questions. Comments

Do You Have the Right Framework for Measuring Success?

pr-measurement Jun 12, 2014 - The development of meaningful key performance indicators (KPIs) is often critical to an organization's success, as it sets the tone and the agenda for the business. Comments

Are You Getting Visual Insights or Executive "Eye Candy"?

data-visualization May 15, 2014 - Analysts must strike a balance between focusing on substance and focusing on style in order to achieve the perfect data visualization strategy. Comments

Do You Actually Have an "Attribution" Problem Worth Solving?

attribution Apr 17, 2014 - Before deciding on an attribution methodology, such as a simple model, multi-touch model, or data-driven model, figure out how big the attribution problem is that you're trying to solve. Comments

What's the ROI of Analytics? (Part 3)

roi-shutterstock-180528335 Mar 20, 2014 - Part three in a series looking at how to measure the return on investment (ROI) of analytics. In some cases it will be possible to measure the outputs, but more often than not it's going to require some deep thinking about how to evaluate the outcomes... Comments

What's the ROI of Analytics? (Part 2)

shutterstock-159903269 Feb 28, 2014 - Part two in a series exploring how to understand and measure the return on investment in analytics. This week it's time to look at the returns generated by analytics for organizations and the extent to which it is possible to quantify them. Comments

What's the ROI of Analytics? (Part 1)

roi-shutterstock-158568416 Feb 20, 2014 - How do you measure the ROI of analytics? As with all ROI calculations, we need to understand what the investment levels are and then what the returns are. Comments

Average Isn't Good Enough: Segment or Die!

social-analytics Oct 31, 2013 - Average-based metrics to measure digital marketing effectiveness or understand consumer behavior simply aren't good enough. Columnist Neil Mason explains why you must segment or die! Comments

Can You Recognise a Customer When You See One?

Cultivating customers Oct 3, 2013 - Even the most sophisticated of technologies can be used in the dumbest ways. Get smart in a multi-screen world and learn to recognise customers across devices and platforms. Comments

Just How Valuable Is Your Big Data?

big-data Sep 5, 2013 - As people get more excited by big data, I get excited by small data. It may be small but it's powerful. Comments

'All Models Are Wrong, but Some Are Useful'

modelling Aug 8, 2013 - The increased use of data mining and predictive analytical techniques within organizations to reduce risk and improve decision-making means that managers will be exposed to the results of these approaches. Comments

Analytics, It's All in the Mind

human-brain Jul 11, 2013 - The ability to exploit analytics comes from a number of factors, including data, technology, people, processes, and leadership. Comments

Big Data or Big Insights?

big-data Jun 13, 2013 - It's time to understand how the various data are going to help support your various marketing objectives. Comments

Prediction: Was I Right?

future-predictions May 16, 2013 - Forecasting and prediction is as much about the use of judgement as it is about the use of science, and we have to build an appreciation of uncertainty into our forecasting processes. Comments

Are the Analysts Getting Closer to the C-Suite?

business-people Apr 18, 2013 - The new generation of CMOs is more data-driven than its forefathers and has a critical need for performance measurement and ROI analysis, across everything. Comments

Are You Living in a World of 'Ones'? How Do You Get to 'Two'?

power-of-one Mar 21, 2013 - Businesses need to reduce the friction involved in moving the customer from one state to the next, whether that be moving from one page to the next or moving from one transaction to the next. Comments

How Valuable Is Your Content?

counting-money Feb 21, 2013 - As retailers become publishers and publishers become retailers, understanding the value of content and its ROI is as important as understanding the ROI on marketing spend. Comments

Solving the Analytical Problem of Marketing Attribution

businessman-with-business Jan 24, 2013 - Using business understanding, data understanding, data preparation, modeling, evaluation, and deployment to solve the marketing attribution problem. Comments

Web Analytics Is Dead, Long Live Digital Intelligence

digital-intelligence Dec 27, 2012 - As consumers, our digital lives have become richer, but as marketers, our digital lives have become far more complex. Comments

My Prediction: Prediction Is Going to Be Hot in 2013

prediction Nov 29, 2012 - Don't do predictive; use predictive to solve particular problems. Comments

What's the ROI on Free Tools?

Nov 22, 2011 - How much is the data from free tools really worth? Comments

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