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.

big-data

Big Data or Big Insights?

Jun 13, 2013 - It's time to understand how the various data are going to help support your various marketing objectives. Comments

Mitch Joel Says Reboot, a Book Review

ctrl-alt-delete 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

Prediction: Was I Right?

future-predictions 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

$3.25 Million to Assess Audience Engagement

leverage-social-networking 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

Dissuasion Marketing: OMG, RH.com, What Were You Thinking?

mailbox-full May 1, 2013 - How Restoration Hardware is killing trees...and its customer service at the same time. Comments

Profitable Newspaper: Hold the Presses!

customer-locations Apr 25, 2013 - How did the San Diego Union-Tribune become a double-digit profitable newspaper? Comments

Are the Analysts Getting Closer to the C-Suite?

business-people 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

All Models Are Wrong

model-steam-train 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

Analytics Is Like Driving

race-cars Mar 28, 2013 - When there are too many roads, when they are inconsistently paved, insufficiently identified, and inefficiently connected, you will get lost. Comments

Are You Living in a World of 'Ones'? How Do You Get to 'Two'?

power-of-one 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

That's Oddly Homologous

woman-collage 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

Building Models on Quicksand

quicksand Feb 28, 2013 - How often do you start with a clean slate and rebuild your model because the variables themselves have changed? Comments

How Valuable Is Your Content?

counting-money 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

The Creative Mastermind and the Analytical Subordinate

abstract-composition Jan 31, 2013 - How the one who has turned to data and algorithms and the one who has become CMO see things differently. Comments

Solving the Analytical Problem of Marketing Attribution

businessman-with-business Jan 24, 2013 - Using business understanding, data understanding, data preparation, modeling, evaluation, and deployment to solve the marketing attribution problem. Comments

When Privacy and Business Collide

data-privacy Jan 17, 2013 - The time has come where we have to define intellectual private property. Comments

Digital Metrics 2013 Quick Start Guide

chess Jan 3, 2013 - Quickly browse the following five tips as you reboot the 2013 version of your marketing measurement efforts. Comments

Web Analytics Is Dead, Long Live Digital Intelligence

digital-intelligence Dec 27, 2012 - As consumers, our digital lives have become richer, but as marketers, our digital lives have become far more complex. Comments

Where's My Freakin' Data You B@stards?

stamp-fail Dec 20, 2012 - What is the value of my data? Comments

Making Analysts Even More Indispensable

business-student Dec 6, 2012 - If you set out to make your analytics team better and better, they will get better and keep getting better and finally, they will want to be better...for you. Comments

My Prediction: Prediction Is Going to Be Hot in 2013

prediction Nov 29, 2012 - Don't do predictive; use predictive to solve particular problems. Comments

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