Verifying Business Value

The mystique of marketing measurability puts practitioners in an awkward position. Executives with budgetary control ask for numbers, want answers, and expect insights. This column provides those executives with a strategic framework for understanding online marketing metrics, while delivering practical advice to those managing marketing metrics on how to become more valuable to the organization.

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Apple Is The World's Most Valuable Brand [Study]

May 27, 2015 - Having grown 67 percent from last year, Apple overtook Google for the top spot in WPP's annual ranking of the top 100 global brands, demonstrating technology's strong growth. Comments

How Effective Is Your Content Strategy?

social-content-template 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

daily-routine-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

metrics-measurement 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 it. Comments

The Things I Look for in an Analyst

analyst-analytics 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

Corporate Culture Dictates Big Data Value

Big data Jan 15, 2015 - There is seemingly limitless data out there, but different data will have different value depending on what your brand deems important. Do you know what areas to focus on? Comments

First Month of a Start-Up: CMO's Top 10

shutterstock-193744262-startup-cmo Dec 3, 2014 - This is the fifth instalment of a five-part series on start-up marketing, and delves into the top 10 achievements the CMO should now be able to tick off the list. Comments

What Do We Mean When We Want "Insight"?

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

Is Remarketing Self-Defeating?

persuade-advice Nov 6, 2014 - When we spend time and money to remarket, are we really just trying to convince consumers to buy something they never wanted in the first place? Comments

How Do You Make 2+2=5? Integrate!

integration-four-letter-word Oct 30, 2014 - Integrating your data can help you make it even more valuable. What is the best way to integrate? Comments

How Much for a New Customer?

old-calculator Oct 23, 2014 - At some point in planning your marketing strategy, you must decide how much you're willing to pay for a lead and what actually constitutes a qualified lead. Comments

The First Month in Start-Up/SME Marketing (Part 4)

social-media-strategy Oct 20, 2014 - The fourth installment of this five-part series on start-up marketing looks at how marketers can focus on getting noticed for their content and as a result contribute to lead generation and the business pipeline. Comments

If (You Write a Good Hypothesis), Then (Good Things Happen)

hypothesis-results Oct 9, 2014 - In order to formulate valuable insights, analysts need to be constantly coming up with hypotheses and testing them to the best of their ability. Comments

5 Ingredients for an Analytical Organization

advanced-analytics 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

Data Visualization, Big Data, and the Quest for Better Decisions - a Synopsis

data-visualization Sep 11, 2014 - A new book explores the value of visualizing your analytics data, using Netflix as a prime example of a company that is successfully employing this strategy. Comments

"If I Tell You the Answer, What Will You Do With It?"

Concept image of a cloud question mark 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 can you supply valuable insights for your clients. Comments

True Detectives

sherlock-holmes Aug 28, 2014 - There are many similarities between the work of a detective and the work of a digital analyst. Here is a look at some of them, with some words of wisdom from Mr. Sherlock Holmes. Comments

10 Ways to Make Reports Not Suck

financial-managements-report Aug 14, 2014 - Reports are necessary in the world of analytics-based marketing, but they can be extremely boring. Here are 10 ways to make your reports engaging, informative, and interesting to your audience. Comments

Do Your Analytics Make Any Difference?

analytics-shutterstock-139983946 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 down the line. Comments

I Say It's "Daytah," You Say It's "Dahtah"

big-data-screen Jul 31, 2014 - A poem about the merits of data, and whether it should be treated as a plural word or a singular entity. Can marketers agree on how to treat the word in their industry? Comments

Your Job Is Impossible

mission-impossible Jul 17, 2014 - The job of a digital analyst is incredibly difficult - and a paper from Google and Microsoft drives that point home, with a focus on the near impossibility of measuring return on investment. Comments

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