Andrew Edwards

Andrew Edwards

Managing Partner at Efectyv Digital; Managing Partner at Technology Leaders

Efectyv Digital

Andrew is a digital marketing executive with 20 years' experience servicing the enterprise customer. Currently he is managing director New York at Society Consulting. a digital marketing consulting company based in Seattle, Washington. Formerly he was managing partner at Technology Leaders, a Web analytics consulting firm he founded in 2002. He combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of the written word, user experience, and traditional design.

He writes a regular column about analytics for ClickZ, the 2013 Online Publisher of the Year. He wrote the groundbreaking "Dawn of Convergence Analytics" report which was featured at the SES show in New York (2013).

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.

He was also an adjunct professor at The Pratt Institute where he taught advanced computer graphics for three years. Edwards is also an award-winning, nationally exhibited painter. In 2015, his book Digital Is Destroying Everything will be published by Rowman & Littlefield.

Profile

RECENT ARTICLES BY ANDREW EDWARDS

advanced-analytics

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

tag-management1

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

Microsoft

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

search-sem-seo-word-cloud

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

memorial candle

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

creative-data-collision

"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

google-self-driving-car-2

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

Big data

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

seo-analytics

The Murky Waters of SEO

May 8, 2014 - SEO can work well for your business if it's done right. The trouble is, you may have a very hard time figuring out if it is in fact being done right. Comments

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The Promise of True Digital Measurement — and Its Betrayal

Apr 21, 2014 - The concept of conversion/non-conversion lies at the heart of any critique of digital analytics. And as we move toward a multichannel measurement model... Comments

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Why You Can't Get Those Numbers Today (and How You Can Tomorrow)

Apr 7, 2014 - Why can't you get the numbers? It's not because the measurement application can't do it - it's because developers are busy with other things. If you... Comments

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I Hate Analytics

Mar 10, 2014 - Here's a look at the many reasons digital analytics can bother even an expert. But although analytics may be annoying to those in the field, customers... Comments

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Software Fatigue and How to Fight It

Feb 24, 2014 - Anyone not lost in the jungle believing World War II is still raging also knows that a successful software product is the key to riches almost unimaginable... Comments

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Accuracy, or Something Like It

Feb 20, 2014 - How often have you not acted on what your digital analytics are telling you? How often is that because you don't trust the numbers? Data accuracy, or... Comments

Google logo on wall

Does Google Control Your Destiny?

Feb 10, 2014 - Visibility is a top goal for digital marketers, and it boils down to a very particular and very mysterious process we know as "Google Search Ranking." Comments

imd-analytics-report-nov2013

Can Digital Analytics Save Itself?

Jan 27, 2014 - Many marketers struggle with the basics of digital analytics, but automation may be key in helping them achieve success. Comments

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2014: The Year Marketing Automation Gets the Recognition It Deserves

Jan 13, 2014 - Marketing automation has no agenda except to respond to data and seek a return on marketing content. As marketers get familiar with its successes, marketing... Comments

china-computer-spy

The Only Story That Mattered in 2013

Dec 24, 2013 - Snowden's revelations changed the game for Obama, for data collection, and for the reputation of "the web" as a place where you'd be relatively untroubled... Comments

Artist impression of a GPS satellite model viewed from the gallery sweeping elevated walkway. C. 2013 Science Museum Universal Design Studio

First Impressions Count, But Ad Impressions May Not

Dec 12, 2013 - Don't rely on first impressions when it comes to ad impressions. Columnist Andrew Edwards explains how to dig deeper with analytics to uncover greater... Comments

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Digital Analytics in an Age of Spying

Nov 18, 2013 - Marketers need to be concerned with recent revelations about spying and the atmosphere of mistrust being fostered around digital analytics. Comments

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Can Analytics Help Save Obamacare?

Nov 4, 2013 - Columnist Andrew Edwards makes the case for site analytics as the saviour for the ailing Affordable Care Act website, rife with issues since its launch... Comments

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