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

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

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