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.
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. Comments
Topics in Analytics:
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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Cross-Industry Standard Process for Data Mining
Nov 8, 2012 -
Do you really know what your business process is?
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Let There Be Light
Oct 25, 2012 -
In the beginning, the IT department created the web server and the server log. And darkness was upon the face of the marketing department.
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We're Done Experimenting With Experimentation
Oct 11, 2012 -
Three new analytics tools that are well worth your attention as they focus on the management of analysts.
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What Every Marketer Needs to Know About Hadoop
Aug 30, 2012 -
With "big data" on everybody's lips, here's all you need to know to keep up your end of the conversation.
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Connect the Dots: Goals to Metrics to Compensation
Aug 16, 2012 -
Once you clarify your goals, the proper metrics will become apparent, as will the systems to capture the data necessary to track those metrics.
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When Data Becomes a Verb
Jul 19, 2012 -
What word describes a more interactive relationship with data?
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Consilience - The Intrinsic Value of Big Data
Jul 5, 2012 - Big data has arrived due to volume, variety, and velocity. Get used to it. Comments
It's a Question of Questions
Jun 21, 2012 - A look at the tools and systems that can help you ask the big questions. Comments
The New Funnel
Jun 7, 2012 - The more data you have, the more confident you become in your correlations and conclusions. Comments
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White Papers
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Adapt marketing for multiple devices
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