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RECENT ARTICLES BY NEIL MASON

future-predictions

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

business-people

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

power-of-one

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

counting-money

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

businessman-with-business

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

digital-intelligence

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

prediction

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

5 Quotes for Analytics Success

Jun 7, 2011 - Inspiration from Albert Einstein, Abraham Maslow, and others. Comments

What Does Good Look Like?

May 24, 2011 - Defining the expected value for your web channel strategies is the critical starting point to building a social media measurement strategy. Comments

How to Bring Storytelling to Analytics

May 10, 2011 - Fewer numbers can give greater insight if they are the right numbers. Comments

In Analytics, the Price of Light Is Less Than the Cost of Darkness

Apr 26, 2011 - What portion of an online company's marketing budget should be allocated to research and measurement? Comments

Retention, Not Reacquisition

Apr 12, 2011 - Digital marketers adopt classic offline retention strategies. Comments

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