Marketing News & Expert Advice
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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, written by web metrics godfather Jim Sterne, 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.
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 devices and platforms. Comments
Topics in Analytics:
What Machines Haven't Learned Yet
Sep 30, 2013 -
Machine learning is really, really powerful and it opens up new ways of doing analysis with Big Data. But, it cannot act alone.
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Frequency Capping for the Love of God
Sep 12, 2013 -
For now, I just want one thing: the ability to turn off ads for a specific product.
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Just How Valuable Is Your Big Data?
Sep 5, 2013 -
As people get more excited by big data, I get excited by small data. It may be small but it's powerful.
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Getting People to Buy Less
Aug 29, 2013 -
What if you use the analytics generally employed to get people to buy more, to get people to buy less, cutting the cost of processing the original sale and the return handling?
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Conversion Optimization Prioritization
Aug 15, 2013 -
There's no end to the data you can collect. There's no end to the tests you can run. There's no end to the analysis you can toy with.
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'All Models Are Wrong, but Some Are Useful'
Aug 8, 2013 -
The increased use of data mining and predictive analytical techniques within organizations to reduce risk and improve decision-making means that managers will be exposed to the results of these approaches.
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What to Measure? Start at the Top
Aug 1, 2013 -
Just because you can measure every online thing these days, should you?
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Analytics, It's All in the Mind
Jul 11, 2013 -
The ability to exploit analytics comes from a number of factors, including data, technology, people, processes, and leadership.
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Digging for Data Diamonds
Jul 4, 2013 -
Be careful that you start with the proper type and the highest quality of data before you begin slicing, dicing, polishing, and mounting. Otherwise, no recipient will be pleased with your offering.
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How Do You Measure Transmedia?
Jun 20, 2013 -
Whoever has the definition wins a prize.
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Big Data or Big Insights?
Jun 13, 2013 -
It's time to understand how the various data are going to help support your various marketing objectives.
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Mitch Joel Says Reboot, a Book Review
May 23, 2013 -
Do not throw the baby out with the bath water. Do not drop everything. Do not reinstall the operating system - just reboot.
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Prediction: Was I Right?
May 16, 2013 -
Forecasting and prediction is as much about the use of judgement as it is about the use of science, and we have to build an appreciation of uncertainty into our forecasting processes.
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$3.25 Million to Assess Audience Engagement
May 9, 2013 -
How the Lear Center is trying to improve the quality of digital data collection and analysis for media organizations and help marketers make better-informed decisions.
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Dissuasion Marketing: OMG, RH.com, What Were You Thinking?
May 1, 2013 -
How Restoration Hardware is killing trees...and its customer service at the same time.
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Profitable Newspaper: Hold the Presses!
Apr 25, 2013 -
How did the San Diego Union-Tribune become a double-digit profitable newspaper?
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Are the Analysts Getting Closer to the C-Suite?
Apr 18, 2013 -
The new generation of CMOs is more data-driven than its forefathers and has a critical need for performance measurement and ROI analysis, across everything.
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All Models Are Wrong
Apr 11, 2013 -
We can only hope to create an attribution algorithm that is suggestive and directional, to create a model that helps us test theories, and to create a model that is useful.
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Analytics Is Like Driving
Mar 28, 2013 -
When there are too many roads, when they are inconsistently paved, insufficiently identified, and inefficiently connected, you will get lost.
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Are You Living in a World of 'Ones'? How Do You Get to 'Two'?
Mar 21, 2013 -
Businesses need to reduce the friction involved in moving the customer from one state to the next, whether that be moving from one page to the next or moving from one transaction to the next.
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