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.
The New Funnel
Jun 7, 2012 - The more data you have, the more confident you become in your correlations and conclusions. Comments
Topics in Analytics:
Social View-Through
May 24, 2012 - What would you call the social media equivalent of a view-through? Comments
Incremental Opt-In: The End of the Privacy Problem
May 10, 2012 - It's up to you to convince people to hand over the keys to their personal data set. Comments
No More Actionable Analytics, Please!
Apr 12, 2012 - We might as well call it objectionable, injurious, or larcenous analytics. Comments
Today's 5 Top Analytical Problems
Mar 29, 2012 - Generating quality hypotheses, managing privacy, and understanding visitor intent. Comments
Predictive Analytics Isn't Bad, Bad Marketing Is Bad
Mar 15, 2012 - The problem is not that companies are using data to try and sell you things, it's that they are doing it badly. Comments
Web Analytics Is a Function, Not a Career
Mar 5, 2012 - It's time to stop thinking of the "web analyst" as that functional techie whose world is limited to click-throughs and page views. Comments
Analytics Problems Won't Die
Feb 16, 2012 - Which analytics issues still walk among us seven years later? Comments
Delivering a Consistent Customer Experience
Feb 2, 2012 - The message, look-and-feel, offer, and voice of the company in your offline ads must be consistent when customers get to your site. Comments
3 Steps for Converting Data to Action
Jan 31, 2012 - Anyone working in digital measurement must interpret, categorize, and identify opportunities for their data to become actionable. Comments
The Big Data Dilemma
Jan 26, 2012 - 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? Comments
Recommendation Calculation
Jan 19, 2012 - How can you get the most out of your Net Promoter Score? Comments
How Curiosity Works and Why You Should Care
Jan 5, 2012 - 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. Comments
You're Using the Wrong Social Media Metrics!
Dec 29, 2011 - It's time to create outcome and business value to take your social analytics game to the next level. Comments
Don't Believe Everything You Think
Dec 22, 2011 - Twelve ways your mind is working against you when measuring business outcomes. Comments
The Horse's Mouth
Dec 8, 2011 - You cannot deduce what consumers do online purely by the numbers. You need to actually get face to face with them. Comments
Asking Better Questions
Nov 10, 2011 - Consistent asking of empowering questions changes corporate culture and gets people taking on more responsibility. Comments
A Tale of Two Marketing Attempts
Nov 3, 2011 - Two hotels show how you can gain or lose customers with personalized messages. Comments
Trick Questions
Oct 27, 2011 - Are you being tricked into doing too much work that's going to have too little value at the cost of your real work? Comments
Chief Analytical Officer
Oct 13, 2011 - The person with a clear understanding of where your data comes from and how that data can be used to improve the business, will be the one to rise to the top. Comments
Playing Politics With Analytics
Sep 29, 2011 - How can you create a data-driven ethos in an established company? Comments
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