Archive for Neil Mason

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- Understanding Marketing Dynamics
A process called "appropriate attribution" offers insights into the roles that different channels play in leading to successful conversions. Nov 10, 2009
- Trends in Marketing Analytics 2009
The eMetrics summit and a vendor's U.K. conference offer insights. Oct 27, 2009
- Web Analytics Report Card
In a promising sign, businesses allocate an increased share of their analytics budgets on staff instead of technology. But businesses are still coming up short in two key areas. Oct 13, 2009
- Your Web Analytics Checklist
How well is your Web analytics system configured and how good is your data quality? A seven-point checklist. Sep 29, 2009
- Building Analytics Into Your Business Processes
A four-part framework to measure how your business is doing with its online marketing initiatives. Sep 15, 2009
- Pareto Was Right
Why it's important to take an in-depth look at data. Sep 1, 2009
- Analytics Basics: Getting the Right Numbers Right
Bad data mean bad news for your analytics program -- and your business. Aug 18, 2009
- Building Out a Web Analytics Team
To be effective, a digital marketing analytics team needs these three skill sets. Can one person possess them all? Aug 4, 2009
- Recognize Customers as Individuals, Part 3
Advancements in Web site usability tools promise to improve insights about online customer experiences and expectations. Here's a look at the evolution of qualitative analysis in online marketing. Jul 21, 2009
- Recognize Customers as Individuals, Part 2
Organizations must avoid adopting a one-tool-fits-all approach to understanding and measuring the online customer experience. Here are some tools that can help with quantitative reviews. Jul 7, 2009
- Recognize Customers as Individuals, Part 1
"I am not a number, I am a person," is a famous line from a 1960s cult TV program. Customers would be well served if online businesses remembered it. Jun 23, 2009
- Businesses Must Gear Up for Growth
Start by mapping out how measurement and analytics will support your company's recovery. Jun 9, 2009
- Sizing Up WebTrends' Maturity Model
Maturity models help organizations identify where they are and where they're going. Some feedback on one designed for digital marketers. May 26, 2009
- EMetrics Summit Pays Heed to Customer Experiences
Analytics experts also point out the challenges of developing mobile measurement strategies. May 12, 2009
- Omniture's European Summit: A Look at the Trends
Marketing technology vendor looks to integrate offerings, plus announces new capabilities to measure social media and mobile. Apr 28, 2009
- Metrics for Non-Transactional Web Sites
How do you measure success or improvement on the vast majority of Web sites where there's no transaction or direct financial benefit? Apr 14, 2009
- When Is a Visitor not a Visitor?
The answer: when it's a cookie. Mar 31, 2009
- My Simple Organization Maturity Model
Where is your organization in developing your digital marketing measurement and optimization capabilities? A simple model points you in the right direction. Mar 17, 2009
- A Peek Inside Search Engine Marketing
What additional role can search engine marketers play in the future? Mar 3, 2009
- Predictive Analytics: A Blend of Art and Science?
Can empirical approaches outperform human experts in different disciplines, from baseball scouting to digital marketing? Here's why predictive analytics is more than just a numbers game. Feb 17, 2009
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Varick Media Management New York, United States
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Confidential Leading Publisher New York, United States