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.

Cultivating customers

Can You Recognise a Customer When You See One?

Oct 3, 2013 - Even the most sophisticated of technologies can be used in the dumbest ways. Get smart in a multi-screen world and learn to recognise customers across devices and platforms. Comments

What Machines Haven't Learned Yet

sterne-092613 Sep 30, 2013 - Machine learning is really, really powerful and it opens up new ways of doing analysis with Big Data. But, it cannot act alone. Comments

Frequency Capping for the Love of God

amazon-ad-preferences Sep 12, 2013 - For now, I just want one thing: the ability to turn off ads for a specific product. Comments

Just How Valuable Is Your Big Data?

big-data Sep 5, 2013 - As people get more excited by big data, I get excited by small data. It may be small but it's powerful. Comments

Getting People to Buy Less

return-to-sender Aug 29, 2013 - What if you use the analytics generally employed to get people to buy more, to get people to buy less, cutting the cost of processing the original sale and the return handling? Comments

'All Models Are Wrong, but Some Are Useful'

modelling Aug 8, 2013 - The increased use of data mining and predictive analytical techniques within organizations to reduce risk and improve decision-making means that managers will be exposed to the results of these approaches. Comments

What to Measure? Start at the Top

customer-satisfaction Aug 1, 2013 - Just because you can measure every online thing these days, should you? Comments

Analytics, It's All in the Mind

human-brain Jul 11, 2013 - The ability to exploit analytics comes from a number of factors, including data, technology, people, processes, and leadership. Comments

Digging for Data Diamonds

diamon-tweezer 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

How Do You Measure Transmedia?

paid-shared-earned-owned-media Jun 20, 2013 - Whoever has the definition wins a prize. Comments

Big Data or Big Insights?

big-data 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

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