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.
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. Comments
Topics in Analytics:
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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That's Oddly Homologous
Mar 14, 2013 -
When different parts of our marketing efforts are acting too similar and mimic each other too closely numerically speaking, there may be cause for concern.
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Building Models on Quicksand
Feb 28, 2013 -
How often do you start with a clean slate and rebuild your model because the variables themselves have changed?
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How Valuable Is Your Content?
Feb 21, 2013 -
As retailers become publishers and publishers become retailers, understanding the value of content and its ROI is as important as understanding the ROI on marketing spend.
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The Creative Mastermind and the Analytical Subordinate
Jan 31, 2013 -
How the one who has turned to data and algorithms and the one who has become CMO see things differently.
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Solving the Analytical Problem of Marketing Attribution
Jan 24, 2013 -
Using business understanding, data understanding, data preparation, modeling, evaluation, and deployment to solve the marketing attribution problem.
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When Privacy and Business Collide
Jan 17, 2013 -
The time has come where we have to define intellectual private property.
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Digital Metrics 2013 Quick Start Guide
Jan 3, 2013 -
Quickly browse the following five tips as you reboot the 2013 version of your marketing measurement efforts.
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Web Analytics Is Dead, Long Live Digital Intelligence
Dec 27, 2012 -
As consumers, our digital lives have become richer, but as marketers, our digital lives have become far more complex.
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Where's My Freakin' Data You B@stards?
Dec 20, 2012 -
What is the value of my data?
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Making Analysts Even More Indispensable
Dec 6, 2012 -
If you set out to make your analytics team better and better, they will get better and keep getting better and finally, they will want to be better...for you.
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My Prediction: Prediction Is Going to Be Hot in 2013
Nov 29, 2012 -
Don't do predictive; use predictive to solve particular problems.
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It's Not an Exact Science
Nov 15, 2012 -
Machine learning and big data heavy lifting do not depend on certainty, but on approximations.
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Become a Web Analytics Expert!
ClickZ Academy's e-Learning course on Web Analytics helps you decipher the data you collect and meet business objectives. From KPI Analysis to Measuring Social Media, the 4 modules of this online certifcation are designed to be taken at your own pace. ClickZ Academy gives you access to the best and brightest marketing minds – without having to leave your computer or tablet screen.
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May 29-30, 2013
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June 12-14, 2013
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September 10-14, 2013
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September 16-18, 2013
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November 4-7, 2013
WEBINARS
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June 5, 2013
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June 20, 2013
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ClickZ Academy
May 23, 2013 -
Beyond Last Touch: Understanding Campaign Effectiveness
Quantcast
May 20, 2013 -
Display Ad Clickers Are Not Your Customers
Quantcast
May 20, 2013
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