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.

power-of-one

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

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

It's Not an Exact Science

histogram Nov 15, 2012 - Machine learning and big data heavy lifting do not depend on certainty, but on approximations. Comments

Cross-Industry Standard Process for Data Mining

businessman Nov 8, 2012 - Do you really know what your business process is? Comments

Let There Be Light

yellow-sunset-in-the-middle-of-the-ocean Oct 25, 2012 - In the beginning, the IT department created the web server and the server log. And darkness was upon the face of the marketing department. Comments

We're Done Experimenting With Experimentation

human-brain Oct 11, 2012 - Three new analytics tools that are well worth your attention as they focus on the management of analysts. Comments

What Every Marketer Needs to Know About Hadoop

connectedcloud Aug 30, 2012 - With "big data" on everybody's lips, here's all you need to know to keep up your end of the conversation. Comments

Connect the Dots: Goals to Metrics to Compensation

cash-for-being-productive Aug 16, 2012 - Once you clarify your goals, the proper metrics will become apparent, as will the systems to capture the data necessary to track those metrics. Comments

When Data Becomes a Verb

diving Jul 19, 2012 - What word describes a more interactive relationship with data? Comments

Consilience - The Intrinsic Value of Big Data

Jul 5, 2012 - Big data has arrived due to volume, variety, and velocity. Get used to it. Comments

It's a Question of Questions

Jun 21, 2012 - A look at the tools and systems that can help you ask the big questions. Comments

 

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