Andrew Edwards

Andrew Edwards

Partner, Efectyv Digital

Andrew V. Edwards is a digital marketing executive with 20 years of experience serving large organizations, and has been an operating executive and digital marketing consultant since the 1980s. Currently he is a partner at Efectyv Digital, a digital analytics consulting firm. Andrew combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of writing and design.

In 2004 Edwards co-founded the Digital Analytics Association and is currently a director emeritus. He has designed analytics training curricula for business teams and has led seminars on digital marketing subjects.

Besides writing a regular column about analytics for ClickZ, Andrew wrote the groundbreaking "Dawn of Convergence Analytics" report, which was featured at the SES show in New York (2013).

His book Digital Is Destroying Everything, published by Rowman & Littlefield, will be released on June 15, 2015.

Profile

RECENT ARTICLES BY ANDREW EDWARDS

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Civil Rights: Turning Data into Action

May 18, 2015 - Smartphones and social media have made everyone aware of recent police brutality, but it's still happening. This illustrates the disconnect between... Comments

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5 Steps to Content Optimization

Apr 20, 2015 - These five steps, which range from defining your drivers to measuring success, will help you optimize your content marketing. Comments

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The Goldfish Generation: Attention Is the New Currency for Advertisers

Apr 6, 2015 - Our attention spans are becoming shorter and shorter, so marketers must strive to capture consumers' attention with creative, real-time campaigns. Comments

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Should Brands Pull Back on Detailed Analytics?

Mar 23, 2015 - There is tons of data that can be gleaned from detailed analytics, but do brands really need all of that data? Does it really benefit them in the long... Comments

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Why You Need Pay-for-Performance Analytics

Mar 9, 2015 - It's rare to find a company that suggests to its clients that it be paid on performance - but wouldn't it be nice if that were the standard? Comments

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3 Challenges in Multichannel Analytics

Feb 23, 2015 - There are many solutions on the market for multichannel analytics, but most have their issues. Here is a look at some of the most common problems. Comments

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The 4 Horsemen of the Digital Analytics Apocalypse

Feb 10, 2015 - Many things can go wrong in the world of digital analytics. Here are four common problems, personified as the four horsemen, and tips for how you can... Comments

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Black Box vs. Tool Box Analytics in Digital Media

Jan 27, 2015 - As the digital TV industry continues to evolve, so must the metrics used to measure its success. Comments

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A Tenuous Link Between Digital Marketing and #CharlieHebdo

Jan 9, 2015 - The tragic events in Paris this week brought the world to a standstill - but did digital marketers react as they should? Comments

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Why You Probably Don't Need Analytics Training

Dec 1, 2014 - Although many jump to training as the answer to their analytics woes, training alone may not solve all your problems. Comments

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5 Weird Tricks for Keeping Analytics Projects on Track

Nov 3, 2014 - These may not be the first things you think of when it comes to managing your analytics projects, but they will help you keep your analytics customers... Comments

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The Sudden Death of Cable?

Oct 20, 2014 - The advent of digital (read: measurable) content distribution from the creators of some of the best entertainment in the world will have a huge impact... Comments

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Yes It’s True: Television Rules the Ad Waves

Oct 6, 2014 - Even though we have reportedly "stopped watching TV," the majority of ad dollars are still spent on television ads. Is it because no one can stand Internet... Comments

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Enterprises: Fix These 3 Analytics Challenges Now

Sep 8, 2014 - These three analytics fixes, while they may be tricky to implement, are essential to helping you better manage your campaigns and your business as a... Comments

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Are You Bored by Tag Management?

Aug 11, 2014 - Tags allow marketers to conduct precise data collection and without them the analytics process can devolve into chaos. So, are you still bored with... Comments

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Microsoft: Who Cares?

Jul 28, 2014 - Microsoft's recent announcement that it will lay off 18,000 employees further shows the company's missteps in today's technology world, but it seems... Comments

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Is SEO Dead?

Jul 14, 2014 - SEO may no longer be the answer to your traffic-related prayers, as Google's algorithms move away from rewarding SEO principles and toward featuring... Comments

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Light a Candle for the Digital Marketer in an Age of Privacy Confusion

Jun 30, 2014 - In an age where privacy is more important than it has ever been, data collection, measurement, and tracking are becoming a lot more difficult. Rightly... Comments

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"Moneyball" vs. Creative: Where Data and Marketing Collide

Jun 16, 2014 - Data and creative teams need to come together in order to achieve the best possible outcomes from your marketing efforts. Comments

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Mr. Webb and the Google Car: Out for a Spin

Jun 2, 2014 - A look at what riding in a driverless Google Car could be like. Comments

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All the Information in All the World

May 19, 2014 - Behavioral data shows every sign of serving as currency in what is rapidly becoming a world culture of information technology. For digital marketers... Comments

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