In addition to exhibiting facts and figures, analytical data should communicate a comprehensible narrative. Use these methods to construct a clear sto...
View articleThe industry is moving toward prescriptive analytics, a mash-up of predictive and optimization, that focuses on "What should I do?" rather than "What ...
View articleDo we have a “customer data revolt” heading in our direction and if so, what should organisations being doing about it? Read More...
View articleIn order to measure the effectiveness of your content strategy, you must first clearly define the objectives and then link the objectives to metrics. ...
View articleWhat does it take to break consumers of their shopping habits and move them to your brand? Read More...
View articleThere is certainly no shortage of data available to marketers, but the problem is often in knowing how to structure the data to get the most out of it...
View articleWhat should marketers looks for in a digital analyst? This checklist of five characteristics will set you on the right track. Read More...
View articleWhat does the term "insight" really mean when it comes to marketing? Are we using it in the correct way? Read More...
View articleIntegrating your data can help you make it even more valuable. What is the best way to integrate? Read More...
View articleWhat makes an analytics-empowered company? There are five key factors that allow an organization to take advantage of all that analytics have to offer...
View articleAnalysts need to be able to get beyond the numbers and understand what people are trying to do with the data they're asking you to provide. Only then ...
View articleAnalytics can only effectively change your marketing when the rest of the business buys into their importance - from the chief executive all the way d...
View articleWhile there are certainly inherent problems with the typical attribution models in use today, it is possible to overcome them by asking three importan...
View articleThe development of meaningful key performance indicators (KPIs) is often critical to an organization's success, as it sets the tone and the agenda for...
View articleAnalysts must strike a balance between focusing on substance and focusing on style in order to achieve the perfect data visualization strategy. Read M...
View articleBefore deciding on an attribution methodology, such as a simple model, multi-touch model, or data-driven model, figure out how big the attribution pro...
View articlePart three in a series looking at how to measure the return on investment (ROI) of analytics. In some cases it will be possible to measure the outputs...
View articlePart two in a series exploring how to understand and measure the return on investment in analytics. This week it's time to look at the returns generat...
View articleHow do you measure the ROI of analytics? As with all ROI calculations, we need to understand what the investment levels are and then what the returns ...
View articleAverage-based metrics to measure digital marketing effectiveness or understand consumer behavior simply aren't good enough. Columnist Neil Mason expla...
View articleEven 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...
View articleAs people get more excited by big data, I get excited by small data. It may be small but it's powerful. Read More...
View articleThe increased use of data mining and predictive analytical techniques within organizations to reduce risk and improve decision-making means that manag...
View articleThe ability to exploit analytics comes from a number of factors, including data, technology, people, processes, and leadership. Read More...
View articleIt's time to understand how the various data are going to help support your various marketing objectives. Read More...
View articleForecasting 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 uncertaint...
View articleThe new generation of CMOs is more data-driven than its forefathers and has a critical need for performance measurement and ROI analysis, across every...
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