RECENT ARTICLES BY NEIL MASON

insight

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

Concept image of a cloud question mark

"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

analytics-shutterstock-139983946

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

attribution

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

attribution

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

roi-shutterstock-180528335

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

shutterstock-159903269

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

roi-shutterstock-158568416

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

social-analytics

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

modelling

'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

human-brain

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

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

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

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