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.

data-privacy-shutterstock-108568799

Of 3 Minds on Privacy - and a Song

Mar 27, 2014 - While we want our preferences and habits to be remembered by brands and marketers, the growing possibilities of Big Data bring on feelings of fear, uncertainty, and doubt. Comments

What's the ROI of Analytics? (Part 3)

roi-shutterstock-180528335 Mar 20, 2014 - Part three in a series looking at how to measure the return on investment (ROI) of analytics. In some cases it will be possible to measure the outputs, but more often than not it's going to require some deep thinking about how to evaluate the outcomes. Comments

Dumb Question Lunch Hour

question-shutterstock-89166664 Mar 13, 2014 - We've gotten so smart about our little areas of knowledge that it has become impossible to know enough about everything to be effective. Therefore, we started the Dumb Question Lunch Hour to help each other get a glimmer of insight about how the other half works. Comments

What's the ROI of Analytics? (Part 2)

shutterstock-159903269 Feb 28, 2014 - Part two in a series exploring how to understand and measure the return on investment in analytics. This week it's time to look at the returns generated by analytics for organizations and the extent to which it is possible to quantify them. Comments

Love of Data: The Root of All Evil

big-data Feb 27, 2014 - The time will come when businesses - even American businesses - will have to reconcile themselves to data regulations as serious as those around banking, and develop ways to manage Other People's Data. Comments

What's the ROI of Analytics? (Part 1)

roi-shutterstock-158568416 Feb 20, 2014 - How do you measure the ROI of analytics? As with all ROI calculations, we need to understand what the investment levels are and then what the returns are. Comments

The Future Is Content Marketing Through Photos

photos-shutterstock-153404300 Feb 14, 2014 - Content marketing through photos is a win-win-win (for consumers, advertisers, and publishers) model that delivers tremendous value to the entire marketing ecosystem. Comments

So, What Do You Do for a Living?

14-02-11-what-do-you-do-b Feb 13, 2014 - Examples of the meme "What my clients think I do, what my boss thinks I do, what I think I do, what I really do," as adapted for the life of a digital analyst. Comments

How Not to Waste Your Marketing Budget

budget-money-jar Feb 11, 2014 - You need to deliver the type of numbers that speak to the boss in the right way. Consider these three factors to get buy-in and avoid wasting your marketing budget. Comments

You Are Not Alone in the Analytics World

group-shutterstock-101877301 Jan 30, 2014 - There are multiple ways to engage with others in the marketing profession, from summits to symposia to meet-ups. Comments

How the Grinch Stole Your Christmas ROI

shutterstock-166200362 Jan 17, 2014 - Learn from your holiday 2013 mistakes, and implement these 5 best practices to grow and optimize conversion rates in 2014. Comments

6 Truths I Hold To Be Self-Evident

shutterstock-128798782 Jan 16, 2014 - In conversations about Big Data, programmatic advertising or how creepy it is that companies follow you around the Internet, columnist Jim Sterne does his best not to roll his eyes and sigh, instead explaining how it all works. Comments

4 Tips to Effectively Measure B2B Demand Generation Campaigns

b2bchalkboard Jan 2, 2014 - Because of the unique challenges B2B marketers face, consider these tips to measure your media mix effectively. Comments

Be an Analytics Change Agent in 2014

shutterstock-72983548 Jan 2, 2014 - Stop being that annoying, buzzing insect in 2014 and commit to becoming a Change Agent instead. Columnist Jim Sterne offers tips on earning buy-in. Comments

Conversion Optimization Prioritization

to-do-listnow Dec 19, 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. Comments

Retiring Reports & Deleting Dashboards

shutterstock-130609865 Dec 5, 2013 - Remember when you were first bit by the analytics bug? That joy of insight discovery? That feeling of being a data detective, uncovering the obvious because you knew just where to look and from which direction? Comments

A New Marketing Metric: Personally Provided Information

shutterstock-133773500 Nov 22, 2013 - The growing sophistication of the work is outstripping management's ability to determine whether the marketing department is doing a good job or not. Columnist Jim Sterne offers a new metric: Personally Provided Information. Comments

It's Too Late for Data Governance

shutterstock-122725423 Nov 7, 2013 - The more data sources your analysts can trust, the more insights they can derive and that will always be worth the effort. Just don't wait until it's too late. Comments

Average Isn't Good Enough: Segment or Die!

social-analytics Oct 31, 2013 - Average-based metrics to measure digital marketing effectiveness or understand consumer behavior simply aren't good enough. Columnist Neil Mason explains why you must segment or die! Comments

Persuading Senior Executives With Data

jimsterneoct2 Oct 24, 2013 - When Steve Patitpas, general manager of Microsoft.com, shares advice on how to engage and win the support of higher-ups in an organization, marketers would do well to listen up! Comments

Is It Wrong to Love Analytics This Much?

shutterstock-52824967 Oct 17, 2013 - Digital marketers share what they love about analytics and the industry in general, with columnist Jim Sterne. Comments

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