Marketing News & Expert Advice
Oct 31, 2013 -
Average-based metrics to measure digital marketing effectiveness or understand consumer behavior simply aren't good enough. Columnist Neil Mason explains...
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...
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.
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...
Jul 11, 2013 -
The ability to exploit analytics comes from a number of factors, including data, technology, people, processes, and leadership.
Jun 13, 2013 -
It's time to understand how the various data are going to help support your various marketing objectives.
May 16, 2013 -
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 uncertainty...
Apr 18, 2013 -
The new generation of CMOs is more data-driven than its forefathers and has a critical need for performance measurement and ROI analysis, across everything...
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.
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