Neil Mason | ClickZ

Marketing News & Expert Advice

RECENT ARTICLES BY NEIL MASON

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

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

'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

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

Big Data or Big Insights?

Jun 13, 2013 - It's time to understand how the various data are going to help support your various marketing objectives. Comments

Prediction: Was I Right?

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... Comments

Are the Analysts Getting Closer to the C-Suite?

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... Comments

Are You Living in a World of 'Ones'? How Do You Get to 'Two'?

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... Comments

How Valuable Is Your Content?

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... Comments

Solving the Analytical Problem of Marketing Attribution

Jan 24, 2013 - Using business understanding, data understanding, data preparation, modeling, evaluation, and deployment to solve the marketing attribution problem. Comments

Web Analytics Is Dead, Long Live Digital Intelligence

Dec 27, 2012 - As consumers, our digital lives have become richer, but as marketers, our digital lives have become far more complex. Comments

My Prediction: Prediction Is Going to Be Hot in 2013

Nov 29, 2012 - Don't do predictive; use predictive to solve particular problems. Comments

What's the ROI on Free Tools?

Nov 22, 2011 - How much is the data from free tools really worth? Comments

Do You Know What Good Looks Like?

Oct 11, 2011 - Objectives are often like marshmallows: they look good on the outside, but are soft and squidgy on the inside. Comments

Creating an Effective Dashboard

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. Comments

Building Your Customer Experience Dashboard

Sep 13, 2011 - The five main classes of data and tools that sit in the customer experience ecosystem. Comments

Integrated Data and Insight – It's Not as Easy as It Looks

Aug 16, 2011 - Organizations must overcome these three obstacles to collecting, managing, and analyzing online and offline research and analytics. Comments

5 Things to Look for in an Analyst

Aug 2, 2011 - When hiring an analyst, review candidates for these qualifications. Comments

5 Traits of the Analytically Empowered Organization

Jul 19, 2011 - Does your organization possess any of these characteristics? Comments

Why Mark Twain Was an Analytics Guru

Jul 5, 2011 - Take a crash course on the world of analytics through the words of Mark Twain. Comments

Why Left-Brained Analysts Need Right-Brained Creatives

Jun 21, 2011 - Consider this whole-brain approach to testing and experimentation. Comments

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