What Is 'Insight'?
Analytics

What Is 'Insight'?

13y Neil Mason

What Is 'Insight'?

Insight is powerful and potentially game-changing. But, so what? Read More...

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Data and Insight
Analytics

Data and Insight

13y Neil Mason

Data and Insight

Are businesses delivering a multichannel, integrated customer experience? A survey identifies the obstacles. Read More...

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Cookie Trouble Brewing on My Side of the Pond
Analytics

Cookie Trouble Brewing on My Side of the Pond

13y Neil Mason

Cookie Trouble Brewing on My Side of the Pond

How is the recent European E-Privacy Directive affecting the industry and what will the impact be for American organizations? Read More...

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Fragmentation, Optimization, Integration
Analytics

Fragmentation, Optimization, Integration

14y Neil Mason

Fragmentation, Optimization, Integration

Web analytics is about taking the data, adding the multichannel perspective, and then deploying the right people and processes to change the way the b...

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What's the Real Cost of Good Analytics?
Analytics

What's the Real Cost of Good Analytics?

14y Neil Mason

What's the Real Cost of Good Analytics?

The costs of good analytics or optimization technologies are not just in the technology but in the processes and people around the technology. Read Mo...

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Is it Acquisition or Is it Retention?
Analytics

Is it Acquisition or Is it Retention?

14y Neil Mason

Is it Acquisition or Is it Retention?

Are the metrics we're using to measure campaign effectiveness telling the whole story? Take "bounce rate" as an example. Read More...

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Acquisition Marketing - Where Is the True Value?
Analytics

Acquisition Marketing - Where Is the True Value?

14y Neil Mason

Acquisition Marketing - Where Is the True Value?

Measuring the cost per click or cost per acquisition is not good enough any more. Here's another approach. Read More...

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Pareto Was Right
Analytics

Pareto Was Right

14y Neil Mason

Pareto Was Right

Why it's important to take an in-depth look at data. Read More

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Don't Let Your Data Go Sour
Analytics

Don't Let Your Data Go Sour

14y Neil Mason

Don't Let Your Data Go Sour

Implementing Web analytics into an organization is the beginning of a journey, not a one-time event. Read More...

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Interpreting Your Survey Data Wisely
Analytics

Interpreting Your Survey Data Wisely

14y Neil Mason

Interpreting Your Survey Data Wisely

If you understand the source of the issues surrounding survey-based data and interpret the data wisely, you can get real value from this customer insi...

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Analytics Basics: Understanding Survey Data
Analytics

Analytics Basics: Understanding Survey Data

14y Neil Mason

Analytics Basics: Understanding Survey Data

When running voice-of-customer surveys, marketers should be aware of these potential biases in survey results. Read More...

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Analytics Basics: Averages and Ratios
Analytics

Analytics Basics: Averages and Ratios

14y Neil Mason

Analytics Basics: Averages and Ratios

We don't build "average" websites for "average" visitors, so why are we measuring averages? Read More...

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Analytics Basics: Unique Visitors, New vs. Returning Visitors
Analytics

Analytics Basics: Unique Visitors, New vs. Returning Visitors

14y Neil Mason

Analytics Basics: Unique Visitors, New vs. Returni...

What you should know when tracking unique visitors or new vs. returning visitors. First in a two-part series on metrics to watch. Read More...

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Extracting Signals From Noise
Analytics

Extracting Signals From Noise

14y Neil Mason

Extracting Signals From Noise

At the eMetrics conference, analytics experts examined how to get better insights from an increasing amount of data. Read More...

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Where to Get Competitive Benchmarking Data
Analytics

Where to Get Competitive Benchmarking Data

14y Neil Mason

Where to Get Competitive Benchmarking Data

Looking at online market trends in isolation can be useful, but it's much more useful to have some context. Here are some sources for gaining better i...

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Time to Be Tested in Web Analytics
Analytics

Time to Be Tested in Web Analytics

14y Neil Mason

Time to Be Tested in Web Analytics

Identifying qualified Web analytics specialists is a challenging process, but that could change soon. Read More...

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Looking Beyond the Pretty Interface of Your Analytics Tool
Analytics

Looking Beyond the Pretty Interface of Your Analytics Tool

14y Neil Mason

Looking Beyond the Pretty Interface of Your Analyt...

Your Web analytics reports may be pumping out insights that are not exactly what they seem. Here are some factors to consider before acting on that in...

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Primer: Deterministic vs. Discovery Segmentation
Analytics

Primer: Deterministic vs. Discovery Segmentation

14y Neil Mason

Primer: Deterministic vs. Discovery Segmentation

Once you've decided what to segment, how do you actually create the segments? A look at the pros and cons of two approaches. Third in a series. Read M...

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Which Type of Segmentation Is Best for You ?
Analytics

Which Type of Segmentation Is Best for You ?

14y Neil Mason

Which Type of Segmentation Is Best for You ?

Understand which of these problems you are you are trying to solve. Second in a series. Read More...

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Which Type of Segmentation Is Best?
Analytics

Which Type of Segmentation Is Best?

14y Neil Mason

Which Type of Segmentation Is Best?

Three different approaches to segmenting your online audience. First in a series. Read More...

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Three Ways to Improve Your Voice-of-the-Customer Program
Analytics

Three Ways to Improve Your Voice-of-the-Customer Program

14y Neil Mason

Three Ways to Improve Your Voice-of-the-Customer P...

Investing in tools to better understand your customers is only the first step. Read More...

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Making Web Analytics More Analytical
Analytics

Making Web Analytics More Analytical

14y Neil Mason

Making Web Analytics More Analytical

Web analytics providers, digital marketers, and market researchers should work to shore up these three areas to help improve online marketing's effect...

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Digital Marketing Analytics Over the Decade
Analytics

Digital Marketing Analytics Over the Decade

14y Neil Mason

Digital Marketing Analytics Over the Decade

Are online marketers data rich but analytically poor? Read More...

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Data-Driven Marketing
Analytics

Data-Driven Marketing

14y Neil Mason

Data-Driven Marketing

What data driven marketing is, and how to go about it. Read More

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Simplicity and Elegance are the Watchwords
Analytics

Simplicity and Elegance are the Watchwords

14y Neil Mason

Simplicity and Elegance are the Watchwords

Don't forget that when it comes to marketing analysis, the most powerful messages are often the simplest. Read More...

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Attribution Models: Extracting More Value From Campaign Data
Analytics

Attribution Models: Extracting More Value From Campaign Data

14y Neil Mason

Attribution Models: Extracting More Value From Cam...

Consider aggregating data from your Web analytics systems and other sources to generate insight that would otherwise be difficult to uncover. Read Mor...

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Understanding Marketing Dynamics
Analytics

Understanding Marketing Dynamics

14y Neil Mason

Understanding Marketing Dynamics

A process called "appropriate attribution" offers insights into the roles that different channels play in leading to successful conversions. Read More...

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