So, What's the Story Here?

Aug 13, 2015 - In addition to exhibiting facts and figures, analytical data should communicate a comprehensible narrative. Use these methods to construct a clear story... Comments


The Future of Analytics Is Prescriptive, Not Predictive

Jul 10, 2015 - The industry is moving toward prescriptive analytics, a mash-up of predictive and optimization, that focuses on "What should I do?" rather than "What... Comments


Will Customers Trust You With Their Data?

May 14, 2015 - Do we have a “customer data revolt” heading in our direction and if so, what should organisations being doing about it? Comments


How Effective Is Your Content Strategy?

Apr 16, 2015 - In order to measure the effectiveness of your content strategy, you must first clearly define the objectives and then link the objectives to metrics. Comments


It Can Be Hard to Shift a Habit

Mar 19, 2015 - What does it take to break consumers of their shopping habits and move them to your brand? Comments


Measurement Frameworks: Focus on the Metrics That Matter

Feb 20, 2015 - There is certainly no shortage of data available to marketers, but the problem is often in knowing how to structure the data to get the most out of... Comments


The Things I Look for in an Analyst

Jan 22, 2015 - What should marketers looks for in a digital analyst? This checklist of five characteristics will set you on the right track. Comments


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


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


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


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


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


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


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


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


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


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


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


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

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