Experts examine how to better measure and optimize marketing initiatives, including testing what matters, improving conversion rates, and assessing quantitative and qualitative data.


How to Use Data to Find New Markets

Sep 30, 2015 - Deciding which market to target next is different for every business, but using multiple data sets can help to narrow the field. Comments

Using Social Listening for Integrated Insights

consumer-insight Sep 15, 2015 - Here's a four-step model for combining traditional insight generation methodologies with social media listening for better marketing. Comments

The Role of the Modern Day Web Analyst

analyst Sep 1, 2015 - Gordon Choi breaks down web analytics and tips for data capture, extraction, manipulation and presentation. Comments

Saying Goodbye to Click-Based Measurement

clicks-mouse Aug 30, 2015 - Using proxies such as clicks is no longer valid in this multi-device world. Facebook's Nadia Tan explains why it's time to say goodbye to click-based measurements. Comments

Stay Out of the Weeds: Plan Your Analytics Before Planting Your Code

analyst-analytics Aug 28, 2015 - When updating and optimizing analytics functions the final product is only as good as the preparation. These insights can help you execute an effective plan prior to code implementation. Comments

Real-Time Analytics: What Is It Good For?

shutterstock-169085528-trends Aug 25, 2015 - Having difficulty determining how to efficiently incorporate real-time data into your business strategy? Here are five ways digital marketers can effectively utilize real-time analytics. Comments

Minimize Pricing Pain and Increase Conversion

asia-success Aug 20, 2015 - In marketing, the quality of a price presentation can influence conversion rates. Use these suggestions to refine your price presentation strategy and ultimately increase conversion. Comments

So, What's the Story Here?

web-data 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 arc within data reports. Comments

Cross-Device Data Analytics for Chinese Websites

cross-device-mobile-tablet Aug 4, 2015 - It's a common practice in China for businesses to have multiple websites – one for desktop users, and another for mobile users. Here are analytics tools for overcoming this issue. Comments

How to Make Data Sexy and Why Our Future Depends on It

sexy-data Aug 2, 2015 - Understanding the needs, wants and opportunities data presents is commercially critical to all of us. Comments

4 Tips to Get Measurement Right Upfront

actionable-analysis Jul 13, 2015 - Since the best data is your own, you should start by analyzing your owned channels, and then defining conversion and reporting times, and giving all partners measurement tool access. Comments

The Future of Analytics Is Prescriptive, Not Predictive

china-big-data 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 did/may happen?" Comments

Venturing into a New Market? Ask These Questions Before Analyzing Your Data

asia-globe- roll-out Jul 2, 2015 - Modern marketers embrace analytics as critical to their business operations - that's a given. Comments

Why Budweiser's "Lost Dog" Ad Was a Brand Flop After Super Bowl

super bowl Jul 1, 2015 - The Super Bowl's most popular ad was a hit on social media, but there was a lack of relevance that didn't translate to a brand lift, according to recent research. Comments

China's Great Data Paradox

china-big-data Jun 30, 2015 - The way data is collected, shared and used by marketers in China is still evolving, as agencies and clients work together in a test and learn environment. Comments

CMOs: Read This Before Choosing Your Predictive Marketing Solution

analytics-framework Jun 30, 2015 - Data is the heart of market exploration today. Now more than ever before, CMOs have access to petabytes of customer information and dozens of analytics tools. It's this same wealth of information, however, that leaves marketing teams confused. Comments

4 Keys to Personalization in an Omnichannel World

content-personalization Jun 30, 2015 - How to achieve that one-to-one connection as your customers navigate across channels. Comments

How Can Competitive Intelligence Help Small Businesses?

women-in-tech3 Jun 30, 2015 - Competitive intelligence is a hot topic, but how are small businesses using this data to grow? Comments

Big Analytics, Good Will and 'The Queen of the Internet'

taylor-swift Jun 29, 2015 - Spotify recently bought an analytics platform to quickly stay competitive after Apple got some brand good will at the hands of Taylor Swift. Comments

12 Add-Ons When Setting Up Google Analytics

google-analytics-tag-manager Jun 25, 2015 - Google Analytics is useful, and it's free, but getting the most out of this tool can be enhanced with the following tips. Comments

How to Staff an Analytics Team

meeting-brainstorm Jun 23, 2015 - Since the demand for analytics professionals outweighs the supply, this columnists outlines which roles are best kept in-house and which ones you should outsource. Comments

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