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.

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How Not to Waste Your Marketing Budget

Feb 11, 2014 - You need to deliver the type of numbers that speak to the boss in the right way. Consider these three factors to get buy-in and avoid wasting your marketing budget. Comments

You Are Not Alone in the Analytics World

group-shutterstock-101877301 Jan 30, 2014 - There are multiple ways to engage with others in the marketing profession, from summits to symposia to meet-ups. Comments

How the Grinch Stole Your Christmas ROI

shutterstock-166200362 Jan 17, 2014 - Learn from your holiday 2013 mistakes, and implement these 5 best practices to grow and optimize conversion rates in 2014. Comments

6 Truths I Hold To Be Self-Evident

shutterstock-128798782 Jan 16, 2014 - In conversations about Big Data, programmatic advertising or how creepy it is that companies follow you around the Internet, columnist Jim Sterne does his best not to roll his eyes and sigh, instead explaining how it all works. Comments

4 Tips to Effectively Measure B2B Demand Generation Campaigns

b2bchalkboard Jan 2, 2014 - Because of the unique challenges B2B marketers face, consider these tips to measure your media mix effectively. Comments

Be an Analytics Change Agent in 2014

shutterstock-72983548 Jan 2, 2014 - Stop being that annoying, buzzing insect in 2014 and commit to becoming a Change Agent instead. Columnist Jim Sterne offers tips on earning buy-in. Comments

Conversion Optimization Prioritization

to-do-listnow Dec 19, 2013 - There's no end to the data you can collect. There's no end to the tests you can run. There's no end to the analysis you can toy with. Comments

Retiring Reports & Deleting Dashboards

shutterstock-130609865 Dec 5, 2013 - Remember when you were first bit by the analytics bug? That joy of insight discovery? That feeling of being a data detective, uncovering the obvious because you knew just where to look and from which direction? Comments

A New Marketing Metric: Personally Provided Information

shutterstock-133773500 Nov 22, 2013 - The growing sophistication of the work is outstripping management's ability to determine whether the marketing department is doing a good job or not. Columnist Jim Sterne offers a new metric: Personally Provided Information. Comments

It's Too Late for Data Governance

shutterstock-122725423 Nov 7, 2013 - The more data sources your analysts can trust, the more insights they can derive and that will always be worth the effort. Just don't wait until it's too late. Comments

Average Isn't Good Enough: Segment or Die!

social-analytics Oct 31, 2013 - Average-based metrics to measure digital marketing effectiveness or understand consumer behavior simply aren't good enough. Columnist Neil Mason explains why you must segment or die! Comments

Persuading Senior Executives With Data

jimsterneoct2 Oct 24, 2013 - When Steve Patitpas, general manager of Microsoft.com, shares advice on how to engage and win the support of higher-ups in an organization, marketers would do well to listen up! Comments

Is It Wrong to Love Analytics This Much?

shutterstock-52824967 Oct 17, 2013 - Digital marketers share what they love about analytics and the industry in general, with columnist Jim Sterne. Comments

Can You Recognise a Customer When You See One?

Cultivating customers 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

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