RECENT ARTICLES BY NEIL MASON

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

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

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