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-brain

Don't Let Big Data Play Games With Your Brain

Jun 5, 2014 - The next time you see a pattern, a connection, or a correlation, remember that you may not be the best person to determine if it passes the smell test. You will do your best work in collaboration with a proper subject matter expert. Comments

10 Things Not to Do as a Digital Analyst

what-not-to-do May 22, 2014 - Here is a collection of 10 harmful, but preventable, things you shouldn't be doing as a digital analyst. Comments

Are You Getting Visual Insights or Executive "Eye Candy"?

data-visualization May 15, 2014 - Analysts must strike a balance between focusing on substance and focusing on style in order to achieve the perfect data visualization strategy. Comments

The First Month in Start-Up/SME Marketing

strategy May 8, 2014 - In the first of a five-part series, we look at how you can design a comprehensive and strategic marketing plan for your start-up. Comments

Top 10 New Things to Measure on Your Website

top-10-website-measurement May 8, 2014 - An updated list of the things you need to be measuring on your website, including online maturity, insight generation, and data quality. Comments

The Difference Between Truth and Facts Is Vocabulary

vocabulary Apr 24, 2014 - In order to satisfy insights consumers, shift your vocabulary and draw them into the conversation with you. Comments

Do You Actually Have an "Attribution" Problem Worth Solving?

attribution Apr 17, 2014 - Before deciding on an attribution methodology, such as a simple model, multi-touch model, or data-driven model, figure out how big the attribution problem is that you're trying to solve. Comments

Is It Cheaper to Keep Than Delete?

delete-button Apr 10, 2014 - Oftentimes it may be cheaper and less time-consuming to just keep data than to delete it. But how long is data valid and valuable, and how long until that data is dangerous? Comments

Of 3 Minds on Privacy - and a Song

data-privacy-shutterstock-108568799 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

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