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.
Playing Politics With Analytics
Sep 29, 2011 - How can you create a data-driven ethos in an established company? Comments
Topics in Analytics:
Measuring Marketing Failures
Sep 15, 2011 - When a project fails, a campaign flops, or an investment brings in no monetary return, it's time to shine a bright light on it rather than sweep it under the carpet. Comments
Have You Hugged Your Data Today?
Sep 14, 2011 - Humanizing your data is a surefire way to connect with peers and give life to your data. Comments
How Idiots Track Success
Sep 1, 2011 - Why are we still making the same mistake of using "hits" as our main metric? Comments
Customer Data Munging and Reconciliation for Correlation
Aug 18, 2011 - What custom clothiers and tailors have in common with analytics professionals. Comments
Privacy Whitewashing, History Sniffing, and Zombie Cookies, Oh My...
Aug 11, 2011 - A look at what's really going on behind the privacy curtain and five ways to create an action plan for maintaining white-hat digital tracking practices. Comments
Disdain Data Diving
Aug 4, 2011 - Marketing optimization today requires the ability to ask tough questions of huge datasets comparing lots of factors down to a gnat's whisker - very fast. Are you prepared? Comments
Great Metrics Are in the Paycheck of the Beholder
Jul 7, 2011 - How can you implement successful metrics to help you measure your success? Comments
Immeasurable Harm - Brand Out of Control
Jun 23, 2011 - Today, your brand is firmly in the hands of your prospects and customers. Their voice is louder than your advertising. Comments
The Analytics Doctors Are 'IN'
May 26, 2011 - Turn to your marketing analytics teams to segment the market, test the message, and time the delivery...to catch problems early. Comments
Watch Your Language
May 12, 2011 - What is your company's language really saying about you? Comments
Getting It Right Is a Moving Target
Apr 28, 2011 - Learning how to find the optimal way to design a website for your target audience. Comments
Socially Inept Math
Apr 14, 2011 - What is a quarter of a drink worth to you? Comments
Event Horizon: Getting Elemental
Mar 17, 2011 - What is the bare minimum of metrics? Where should you start measuring? Comments
Defining Success
Mar 3, 2011 - You cannot be successful in a project unless you have defined success. But who is allowed to declare success and who has the authority to pull the plug? Comments
Your Investment in Measurement
Feb 18, 2011 - Marketers should spend 20 percent of their marketing budgets on optimization and testing instead of fun Super Bowl ads. Here's why. Comments
Managing Large Testing Teams
Feb 3, 2011 - Observing companies like Della and eBay shows us how to effectively prioritize and manage tests. Comments
Marketing Analytics Maturity
Jan 20, 2011 - Marketing analytics is not just about competitive advantage, but also being a responsible adult. Comments
Count Your Blessings
Jan 6, 2011 - Five key performance indicators that will track the metrics behind the real meaning of business this year. Comments
How Much Is a Social Media Participant Worth?
Dec 23, 2010 - If you guessed 29 cents, you're right and wrong. Here's why. Comments
Courting Customer Disclosure
Dec 9, 2010 - The seven-level process of giving control to your customers. Comments
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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