Blogs
Topics include audience measurement, Web metrics, business intelligence, consumer behavior, click-through rates, ROI, Web site traffic, ad impressions, cross-media analytics, digital marketing, Web site performance, predictive analytics
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AdAge.comAnalysis and Measurement, Attribution, Advertising, Web Analytics, Trends, Strategy, Branding and Communications, Market Research, Strategic PlanningThe big CMO dilemma today includes such questions such as: What about measurement of all these new platforms? What does it mean that Coke has 36 million Facebook followers? Mobile phones seem to be creating a rebirth of discounting; how can I avoid that? With all the data we have these days, I think we should be finding answers to some of these questions. But we're not.
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Occam's RazorAnalysis and Measurement, Advertising, Web Analytics, Trends, Branding and Communications, Market ResearchThe problem with digital marketing isn't a lack of data, it's a lack of imagination. These seven changes are already dramatically affecting what marketing is and should be. Adapting to the implications will allow the creation of a more future-proof you.
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MediaPostHow many marketers or agencies can look themselves in the mirror and say that they truthfully understand the right media mix for their business? Unfortunately, most media allocations are based on intuition and debate under the guise of collaborative channel planning, rather than a systematic approach to media mix modeling.
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Six Pixels of SeparationFor the past few decades, marketers have been leveraging the power of data to remove more and more of the guess work that comes from our marketing initiatives. Now, comes the real-time Web, and suddenly we are able to see a lot more information, live. How are we dealing with it? Not very well.
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PR-squaredThe chain of events that lead to a sale are fractured and confusing, as this video from Google Analytics cleverly demonstrates. Only as EVERYTHING moves online is it becoming possible to measure the relative impact of each marketing initiative.
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Social FreshGood marketers cater to potential customers by learning. What works? What do they want to hear? What do they do with your product? Where do they go on your site? When do they buy? How do they buy? Where do they buy?
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CMO.comThe data-driven revolution that Oakland A's GM Billy Beane brought to the established world of baseball is a compelling story. The same changes are happening within marketing today.
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Business InsiderLike Big Foot, Nessie or bi-partisanship, it’s time for us to see digital measurement for what it is: a myth.
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Beth's BlogA workshop at this year's AMEC measurment summit built on the “Barcelona Declaration of Measurement Principles,” which were identified at last year’s summit. These recommendations represent good practice for a measurement approach to accompany your social media strategy.
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Huffington PostSuccess is now measured through the eyes of the customer. I'm calling for a new Customer Experience Model that will articulate how to engage the customer and turn that into measurable revenue support for the brands they like.
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Google Inside AdWords BlogIt's a shame how much marketing is simply replicating our offline advertising online, and how we bring the low expectations of offline measurement to our online efforts. So let's change this. Here are the three phases of accountability and awesomeness.
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CMO.comAt the annual Adobe Summit in Salt Lake City in March, moderators led small groups in discussions about various Web governance topics, including leadership, strategy, and technologies. Following are some of the key takeaways from those conversations.
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Brian SolisI’m often asked, what’s the ROI of social media? To which I answer, you can’t measure what it is you do not value or know to value. Sounds simple enough. But, the truth is, determining value is not an easy process.
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CMO.comHaving a Web measurement strategy in place ensures your company is able to monitor the success or failure of its online initiatives. Yet so many large, well-known companies cannot clearly articulate their current online strategy or business goals. Why is that?
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CMO.comThey might seem synonymous, but depending on the social media platform and specific activity being tracked, monitoring and measurement represent two distinct approaches.
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ClickZLet's face it. Social media is no longer an optional component of your marketing strategy. If anything, it should be making its way right to the core. With so many channels and outlets for people to talk, the amount of noise out there is both incredible and overwhelming. Are you expected to listen to and measure everything? Not unless you're a robot.
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CMO.comWithout the influence of a well-defined online strategy, data, reporting, analysis, and actions are not going to drive the anticipated levels of value. As Peter Drucker poignantly stated, “There is nothing so useless as doing efficiently that which should not be done at all.”
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CMO.comReporting and analysis play critical parts in the overall data-driven decision-making process. But make no mistake: They're not the same. Without clear distinction, achieving the full benefits of your Web analytics investment will be out of reach.
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CMO.comAnalysis and Measurement, Management, Planning, Web Analytics, General Management, Strategic PlanningShifting a corporate culture from a subjective, intuition-driven approach to an objective, data-driven approach can be a daunting challenge for any executive. Doing so involves appealing to your company's "elephants" and "riders."
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CMO.comAnalysis and Measurement, Agencies, Management, Web Analytics, Optimization, Tools, Branding and Communications, General ManagementBusiness partners who are not willing to abide by your Web analytics program’s standards should be swapped out for those who will. And that begs the question: Are you working with the right partners?
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CMO.comAs marketers, we’re trained to differentiate and build excitement for our brands. But in the case of metrics, it shouldn’t be about differentiation and hype. Following are four ways--plus 10 vows--to ensure your analytics foundation is sound.
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CMO.comHow can we truly take a data-driven mindset to the next level within our various organizations and in the field of Web analytics when we don’t use its terminology properly? That also raises the question: Are you asking for what you truly want?
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CMO.comAnalysis and Measurement, Management, Planning, Web Analytics, Optimization, Tools, General Management, Strategic PlanningAccountability doesn’t start with the frontline employees who are tasked with managing various online campaigns and Web sites. It starts at the top with the CMO.
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CMO.comYou want your Web data quality to be as complete and accurate as possible, but no implementation is ever perfect either. In fact, seeking perfection can be a dangerous goal.
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CMO.comDelivering and then building on quick wins for your organization is all well and good, but without adequate and reliable information to work with in the first place, your data-driven initiatives can quickly unravel.
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