Looking Beyond the Pretty Interface of Your Analytics Tool

Mar 30, 2010 - Your Web analytics reports may be pumping out insights that are not exactly what they seem. Here are some factors to consider before acting on that information. Comments

Primer: Deterministic vs. Discovery Segmentation

Mar 16, 2010 - Once you've decided what to segment, how do you actually create the segments? A look at the pros and cons of two approaches. Third in a series. Comments

Which Type of Segmentation Is Best for You ?

Mar 2, 2010 - Understand which of these problems you are you are trying to solve. Second in a series. Comments

Which Type of Segmentation Is Best?

Feb 16, 2010 - Three different approaches to segmenting your online audience. First in a series. Comments

Three Ways to Improve Your Voice-of-the-Customer Program

Feb 2, 2010 - Investing in tools to better understand your customers is only the first step. Comments

Making Web Analytics More Analytical

Jan 19, 2010 - Web analytics providers, digital marketers, and market researchers should work to shore up these three areas to help improve online marketing's effectiveness. Comments

Digital Marketing Analytics Over the Decade

Jan 5, 2010 - Are online marketers data rich but analytically poor? Comments

Data-Driven Marketing

Dec 22, 2009 - What data driven marketing is, and how to go about it. Comments

Simplicity and Elegance are the Watchwords

Dec 8, 2009 - Don't forget that when it comes to marketing analysis, the most powerful messages are often the simplest. Comments

Attribution Models: Extracting More Value From Campaign Data

Nov 24, 2009 - Consider aggregating data from your Web analytics systems and other sources to generate insight that would otherwise be difficult to uncover. Comments

Understanding Marketing Dynamics

Nov 10, 2009 - A process called "appropriate attribution" offers insights into the roles that different channels play in leading to successful conversions. Comments

Trends in Marketing Analytics 2009

Oct 27, 2009 - The eMetrics summit and a vendor's U.K. conference offer insights. Comments

Web Analytics Report Card

Oct 13, 2009 - 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. Comments

Building Analytics Into Your Business Processes

Sep 15, 2009 - A four-part framework to measure how your business is doing with its online marketing initiatives. Comments

Analytics Basics: Getting the Right Numbers Right

Aug 18, 2009 - Bad data mean bad news for your analytics program -- and your business. Comments

Building Out a Web Analytics Team

Aug 4, 2009 - To be effective, a digital marketing analytics team needs these three skill sets. Can one person possess them all? Comments

Recognize Customers as Individuals, Part 3

Jul 21, 2009 - 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. Comments

Recognize Customers as Individuals, Part 2

Jul 7, 2009 - 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. Comments

Recognize Customers as Individuals, Part 1

Jun 23, 2009 - "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. Comments

Businesses Must Gear Up for Growth

Jun 9, 2009 - Start by mapping out how measurement and analytics will support your company's recovery. Comments

Sizing Up WebTrends' Maturity Model

May 26, 2009 - Maturity models help organizations identify where they are and where they're going. Some feedback on one designed for digital marketers. Comments

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