How Curiosity Works and Why You Should Care

Jan 5, 2012 - If you want to be a good analyst, manage analysts, and become an integral part of a data-driven organization, curiosity is the most crucial attribute you can have. Comments

Don't Believe Everything You Think

Dec 22, 2011 - Twelve ways your mind is working against you when measuring business outcomes. Comments

The Horse's Mouth

Dec 8, 2011 - You cannot deduce what consumers do online purely by the numbers. You need to actually get face to face with them. Comments

Asking Better Questions

Nov 10, 2011 - Consistent asking of empowering questions changes corporate culture and gets people taking on more responsibility. Comments

Trick Questions

Oct 27, 2011 - Are you being tricked into doing too much work that's going to have too little value at the cost of your real work? Comments

Chief Analytical Officer

Oct 13, 2011 - The person with a clear understanding of where your data comes from and how that data can be used to improve the business, will be the one to rise to the top. Comments

Playing Politics With Analytics

Sep 29, 2011 - How can you create a data-driven ethos in an established company? Comments

Measuring Marketing Failures

Sep 15, 2011 - When a project fails, a campaign flops, or an investment brings in no monetary return, it's time to shine a bright light on it rather than sweep it under the carpet. Comments

How Idiots Track Success

Sep 1, 2011 - Why are we still making the same mistake of using "hits" as our main metric? Comments

Customer Data Munging and Reconciliation for Correlation

Aug 18, 2011 - What custom clothiers and tailors have in common with analytics professionals. Comments

Disdain Data Diving

Aug 4, 2011 - Marketing optimization today requires the ability to ask tough questions of huge datasets comparing lots of factors down to a gnat's whisker - very fast. Are you prepared? Comments

Great Metrics Are in the Paycheck of the Beholder

Jul 7, 2011 - How can you implement successful metrics to help you measure your success? Comments

Immeasurable Harm - Brand Out of Control

Jun 23, 2011 - Today, your brand is firmly in the hands of your prospects and customers. Their voice is louder than your advertising. Comments

The Analytics Doctors Are 'IN'

May 26, 2011 - Turn to your marketing analytics teams to segment the market, test the message, and time the delivery...to catch problems early. Comments

Watch Your Language

May 12, 2011 - What is your company's language really saying about you? Comments

Getting It Right Is a Moving Target

Apr 28, 2011 - Learning how to find the optimal way to design a website for your target audience. Comments

Socially Inept Math

Apr 14, 2011 - What is a quarter of a drink worth to you? Comments

Event Horizon: Getting Elemental

Mar 17, 2011 - What is the bare minimum of metrics? Where should you start measuring? Comments

Defining Success

Mar 3, 2011 - You cannot be successful in a project unless you have defined success. But who is allowed to declare success and who has the authority to pull the plug? Comments

Your Investment in Measurement

Feb 18, 2011 - Marketers should spend 20 percent of their marketing budgets on optimization and testing instead of fun Super Bowl ads. Here's why. Comments

Managing Large Testing Teams

Feb 3, 2011 - Observing companies like Della and eBay shows us how to effectively prioritize and manage tests. Comments

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IBM: Social Analytics - The Science Behind Social Media Marketing

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An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

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If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

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