So, What's the Story Here?

So, What's the Story Here?

9y Neil Mason

So, What's the Story Here?

In addition to exhibiting facts and figures, analytical data should communicate a comprehensible narrative. Use these methods to construct a clear sto...

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The Future of Analytics Is Prescriptive, Not Predictive

The Future of Analytics Is Prescriptive, Not Predictive

9y Neil Mason

The Future of Analytics Is Prescriptive, Not Predi...

The industry is moving toward prescriptive analytics, a mash-up of predictive and optimization, that focuses on "What should I do?" rather than "What ...

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Will Customers Trust You With Their Data?

Will Customers Trust You With Their Data?

9y Neil Mason

Will Customers Trust You With Their Data?

Do we have a “customer data revolt” heading in our direction and if so, what should organisations being doing about it? Read More...

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How Effective Is Your Content Strategy?

How Effective Is Your Content Strategy?

9y Neil Mason

How Effective Is Your Content Strategy?

In order to measure the effectiveness of your content strategy, you must first clearly define the objectives and then link the objectives to metrics. ...

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It Can Be Hard to Shift a Habit

It Can Be Hard to Shift a Habit

9y Neil Mason

It Can Be Hard to Shift a Habit

What does it take to break consumers of their shopping habits and move them to your brand? Read More...

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Measurement Frameworks: Focus on the Metrics That Matter

Measurement Frameworks: Focus on the Metrics That Matter

9y Neil Mason

Measurement Frameworks: Focus on the Metrics That ...

There is certainly no shortage of data available to marketers, but the problem is often in knowing how to structure the data to get the most out of it...

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The Things I Look for in an Analyst

The Things I Look for in an Analyst

9y Neil Mason

The Things I Look for in an Analyst

What should marketers looks for in a digital analyst? This checklist of five characteristics will set you on the right track. Read More...

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What Do We Mean When We Want "Insight"?

What Do We Mean When We Want "Insight"?

9y Neil Mason

What Do We Mean When We Want "Insight"?

What does the term "insight" really mean when it comes to marketing? Are we using it in the correct way? Read More...

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How Do You Make 2+2=5? Integrate!

How Do You Make 2+2=5? Integrate!

9y Neil Mason

How Do You Make 2+2=5? Integrate!

Integrating your data can help you make it even more valuable. What is the best way to integrate? Read More...

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5 Ingredients for an Analytical Organization

5 Ingredients for an Analytical Organization

10y Neil Mason

5 Ingredients for an Analytical Organization

What makes an analytics-empowered company? There are five key factors that allow an organization to take advantage of all that analytics have to offer...

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"If I Tell You the Answer, What Will You Do With It?"

"If I Tell You the Answer, What Will You Do With It?"

10y Neil Mason

"If I Tell You the Answer, What Will You Do With I...

Analysts need to be able to get beyond the numbers and understand what people are trying to do with the data they're asking you to provide. Only then ...

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Do Your Analytics Make Any Difference?

Do Your Analytics Make Any Difference?

10y Neil Mason

Do Your Analytics Make Any Difference?

Analytics can only effectively change your marketing when the rest of the business buys into their importance - from the chief executive all the way d...

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

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

10y Neil Mason

Is Everything We’ve Ever Learned About Attribution...

While there are certainly inherent problems with the typical attribution models in use today, it is possible to overcome them by asking three importan...

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Do You Have the Right Framework for Measuring Success?

Do You Have the Right Framework for Measuring Success?

10y Neil Mason

Do You Have the Right Framework for Measuring Succ...

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...

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

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

10y Neil Mason

Are You Getting Visual Insights or Executive "Eye ...

Analysts must strike a balance between focusing on substance and focusing on style in order to achieve the perfect data visualization strategy. Read M...

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

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

10y Neil Mason

Do You Actually Have an "Attribution" Problem Wort...

Before deciding on an attribution methodology, such as a simple model, multi-touch model, or data-driven model, figure out how big the attribution pro...

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

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

10y Neil Mason

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

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...

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

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

10y Neil Mason

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

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 generat...

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

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

10y Neil Mason

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

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 ...

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Average Isn't Good Enough: Segment or Die!

Average Isn't Good Enough: Segment or Die!

10y Neil Mason

Average Isn't Good Enough: Segment or Die!

Average-based metrics to measure digital marketing effectiveness or understand consumer behavior simply aren't good enough. Columnist Neil Mason expla...

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Can You Recognise a Customer When You See One?

Can You Recognise a Customer When You See One?

11y Neil Mason

Can You Recognise a Customer When You See One?

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...

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Just How Valuable Is Your Big Data?

Just How Valuable Is Your Big Data?

11y Neil Mason

Just How Valuable Is Your Big Data?

As people get more excited by big data, I get excited by small data. It may be small but it's powerful. Read More...

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'All Models Are Wrong, but Some Are Useful'

'All Models Are Wrong, but Some Are Useful'

11y Neil Mason

'All Models Are Wrong, but Some Are Useful'

The increased use of data mining and predictive analytical techniques within organizations to reduce risk and improve decision-making means that manag...

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Analytics, It's All in the Mind

Analytics, It's All in the Mind

11y Neil Mason

Analytics, It's All in the Mind

The ability to exploit analytics comes from a number of factors, including data, technology, people, processes, and leadership. Read More...

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Big Data or Big Insights?

Big Data or Big Insights?

11y Neil Mason

Big Data or Big Insights?

It's time to understand how the various data are going to help support your various marketing objectives. Read More...

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Prediction: Was I Right?

Prediction: Was I Right?

11y Neil Mason

Prediction: Was I Right?

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 uncertaint...

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Are the Analysts Getting Closer to the C-Suite?

Are the Analysts Getting Closer to the C-Suite?

11y Neil Mason

Are the Analysts Getting Closer to the C-Suite?

The new generation of CMOs is more data-driven than its forefathers and has a critical need for performance measurement and ROI analysis, across every...

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