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
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...
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...
Jan 24, 2013 -
Using business understanding, data understanding, data preparation, modeling, evaluation, and deployment to solve the marketing attribution problem.
Dec 27, 2012 -
As consumers, our digital lives have become richer, but as marketers, our digital lives have become far more complex.
Nov 29, 2012 -
Don't do predictive; use predictive to solve particular problems.
Nov 22, 2011 -
How much is the data from free tools really worth?
Oct 11, 2011 -
Objectives are often like marshmallows: they look good on the outside, but are soft and squidgy on the inside.
Sep 27, 2011 -
Five-step process to creating effective dashboards that deliver the right data to the right people at the right time. Part two in a two-part series.
Sep 13, 2011 -
The five main classes of data and tools that sit in the customer experience ecosystem.
Aug 16, 2011 -
Organizations must overcome these three obstacles to collecting, managing, and analyzing online and offline research and analytics.
Aug 2, 2011 -
When hiring an analyst, review candidates for these qualifications.
Jul 19, 2011 -
Does your organization possess any of these characteristics?
Jul 5, 2011 -
Take a crash course on the world of analytics through the words of Mark Twain.
Jun 21, 2011 -
Consider this whole-brain approach to testing and experimentation.
Jun 7, 2011 -
Inspiration from Albert Einstein, Abraham Maslow, and others.
May 24, 2011 -
Defining the expected value for your web channel strategies is the critical starting point to building a social media measurement strategy.
May 10, 2011 -
Fewer numbers can give greater insight if they are the right numbers.
Apr 26, 2011 -
What portion of an online company's marketing budget should be allocated to research and measurement?
Apr 12, 2011 -
Digital marketers adopt classic offline retention strategies.
Mar 29, 2011 -
You know why you have a website. But do you know why a particular page exists?
Mar 15, 2011 -
Process needs to set the analytical agenda within the organization, and then needs to exist to maintain the quality of the data that is being collected...