Neil Mason

Neil Mason

SVP, Customer Engagement

iJento

Neil Mason is SVP, Customer Engagement at iJento. He is responsible for providing iJento clients with the most valuable customer insights and business benefits from iJento's digital and multichannel customer intelligence solutions.

Neil has been at the forefront of marketing analytics for over 25 years. Prior to joining iJento, Neil was Consultancy Director at Foviance, the UK's leading user experience and analytics consultancy, heading up the user experience design, research, and digital analytics practices. For the last 12 years Neil has worked predominantly in digital channels both as a marketer and as a consultant, combining a strong blend of commercial and technical understanding in the application of consumer insight to help major brands improve digital marketing performance. During this time he also served as a Director of the Web Analytics Association (DAA) for two years and currently serves as a Director Emeritus of the DAA. Neil is also a frequent speaker at conferences and events.

Neil's expertise ranges from advanced analytical techniques such as segmentation, predictive analytics, and modelling through to quantitative and qualitative customer research. Neil has a BA in Engineering from Cambridge University and an MBA and a postgraduate diploma in business and economic forecasting.

RECENT ARTICLES BY NEIL MASON

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How Effective Is Your Content Strategy?

Apr 16, 2015 - In order to measure the effectiveness of your content strategy, you must first clearly define the objectives and then link the objectives to metrics. Comments

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It Can Be Hard to Shift a Habit

Mar 19, 2015 - What does it take to break consumers of their shopping habits and move them to your brand? Comments

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Measurement Frameworks: Focus on the Metrics That Matter

Feb 20, 2015 - 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... Comments

analyst-analytics

The Things I Look for in an Analyst

Jan 22, 2015 - What should marketers looks for in a digital analyst? This checklist of five characteristics will set you on the right track. Comments

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What Do We Mean When We Want "Insight"?

Nov 25, 2014 - What does the term "insight" really mean when it comes to marketing? Are we using it in the correct way? Comments

integration-four-letter-word

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

Oct 30, 2014 - Integrating your data can help you make it even more valuable. What is the best way to integrate? Comments

advanced-analytics

5 Ingredients for an Analytical Organization

Oct 2, 2014 - 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... Comments

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

Sep 4, 2014 - 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... Comments

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Do Your Analytics Make Any Difference?

Aug 7, 2014 - Analytics can only effectively change your marketing when the rest of the business buys into their importance - from the chief executive all the way... Comments

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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... Comments

pr-measurement

Do You Have the Right Framework for Measuring Success?

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... Comments

data-visualization

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

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

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

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... Comments

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

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... Comments

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

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... Comments

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

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... Comments

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Average Isn't Good Enough: Segment or Die!

Oct 31, 2013 - Average-based metrics to measure digital marketing effectiveness or understand consumer behavior simply aren't good enough. Columnist Neil Mason explains... Comments

Cultivating customers

Can You Recognise a Customer When You See One?

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... Comments

big-data

Just How Valuable Is Your 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

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'All Models Are Wrong, but Some Are Useful'

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... Comments

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Analytics, It's All in the Mind

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

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