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.
Jul 11, 2013 - The ability to exploit analytics comes from a number of factors, including data, technology, people, processes, and leadership. Comments
Jul 4, 2013 - Be careful that you start with the proper type and the highest quality of data before you begin slicing, dicing, polishing, and mounting. Otherwise, no recipient will be pleased with your offering. Comments
Jun 13, 2013 - It's time to understand how the various data are going to help support your various marketing objectives. Comments
May 23, 2013 - Do not throw the baby out with the bath water. Do not drop everything. Do not reinstall the operating system - just reboot. Comments
May 16, 2013 - Forecasting and prediction is as much about the use of judgement as it is about the use of science, and we have to build an appreciation of uncertainty into our forecasting processes. Comments
May 9, 2013 - How the Lear Center is trying to improve the quality of digital data collection and analysis for media organizations and help marketers make better-informed decisions. Comments
May 1, 2013 - How Restoration Hardware is killing trees...and its customer service at the same time. Comments
Apr 25, 2013 - How did the San Diego Union-Tribune become a double-digit profitable newspaper? Comments
Apr 18, 2013 - The new generation of CMOs is more data-driven than its forefathers and has a critical need for performance measurement and ROI analysis, across everything. Comments
Apr 11, 2013 - We can only hope to create an attribution algorithm that is suggestive and directional, to create a model that helps us test theories, and to create a model that is useful. Comments
Mar 28, 2013 - When there are too many roads, when they are inconsistently paved, insufficiently identified, and inefficiently connected, you will get lost. Comments
Mar 21, 2013 - Businesses need to reduce the friction involved in moving the customer from one state to the next, whether that be moving from one page to the next or moving from one transaction to the next. Comments
Mar 14, 2013 - When different parts of our marketing efforts are acting too similar and mimic each other too closely numerically speaking, there may be cause for concern. Comments
Feb 28, 2013 - How often do you start with a clean slate and rebuild your model because the variables themselves have changed? Comments
Feb 21, 2013 - As retailers become publishers and publishers become retailers, understanding the value of content and its ROI is as important as understanding the ROI on marketing spend. Comments
Feb 18, 2013 - The Social Oscars tool tracks positive online sentiment from critics and the public to gauge sentiment about who is likely to win Academy Awards on February 24. Comments
Jan 31, 2013 - How the one who has turned to data and algorithms and the one who has become CMO see things differently. Comments
Jan 24, 2013 - Using business understanding, data understanding, data preparation, modeling, evaluation, and deployment to solve the marketing attribution problem. Comments
Jan 17, 2013 - The time has come where we have to define intellectual private property. Comments
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