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 and veteran industry analyst John Lovett, 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.
No More Actionable Analytics, Please!
We might as well call it objectionable, injurious, or larcenous analytics.
Today's 5 Top Analytical Problems
Generating quality hypotheses, managing privacy, and understanding visitor intent.
Predictive Analytics Isn't Bad, Bad Marketing Is Bad
The problem is not that companies are using data to try and sell you things, it's that they are doing it badly.
Web Analytics Is a Function, Not a Career
It's time to stop thinking of the "web analyst" as that functional techie whose world is limited to click-throughs and page views.
Analytics Problems Won't Die
Which analytics issues still walk among us seven years later?
Delivering a Consistent Customer Experience
The message, look-and-feel, offer, and voice of the company in your offline ads must be consistent when customers get to your site.
3 Steps for Converting Data to Action
Anyone working in digital measurement must interpret, categorize, and identify opportunities for their data to become actionable.
The Big Data Dilemma
Collecting and storing all your digital data is a luxury that most businesses today do not have. How do you sort through the need to know and nice to know data?
Recommendation Calculation
How can you get the most out of your Net Promoter Score?
How Curiosity Works and Why You Should Care
If you want to be a good analyst, manage analysts, and become an integral part of a data-driven organization, curiosity is the most crucial attribute you can have.
You're Using the Wrong Social Media Metrics!
It's time to create outcome and business value to take your social analytics game to the next level.
Don't Believe Everything You Think
Twelve ways your mind is working against you when measuring business outcomes.
The Horse's Mouth
You cannot deduce what consumers do online purely by the numbers. You need to actually get face to face with them.
Asking Better Questions
Consistent asking of empowering questions changes corporate culture and gets people taking on more responsibility.
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