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  • Why Metrics Are Killing Creativity in Advertising
    AdAge.com
    Most agencies today are helping clients adapt new technology solutions to better connect with consumers, to use and develop powerful tools that deliver a whole new level of metric sophistication. But have we gone too far? Should numbers fully dictate creative strategy?

  • Top 10 Reasons Your Company Is Not Ready For Social Media
    CMO.com
    This article is not about extolling the virtues of social media. If you need to be sold on your participation at this point, you are probably much better off waiting for the next big digital trend. The POV here is to deliver the bad news that you (and your company) are simply just not ready for social media. Really.

  • A call for leaner, meaner data
    iMedia Connection
    Media agencies and brands are hungry for data. That's why Daisy Whitney takes a detailed look in this week's New Media Minute at a data-driven deal and a new research tool and explains why they matter in the online video business.

  • Why conversions are more important than clicks
    iMedia Connection
    Last year, conversion rate optimization became the hot shot on the block. Today, conversion rate optimization has arrived in all its glory, and is fast on its way to becoming the leading strategy for online marketing.

  • The 5 Rings of Conversion Optimization
    Search Engine Land
    From blogs and landing pages, to official outlets on social media sites, marketers now manage a large extended web that thrives beyond the borders of the traditional web site. Focus first on what you can systematically test and measure.

  • Measure the Web Like TV and Brand Advertising Will Follow
    AdAge.com
    A lot has changed in the past 15 years. The Web has become pervasive. Consumers use it all day long. As a result, the audience by day part, in aggregate, now has sufficient weight to compete favorably with TV. The time has come for the Web GRP.

  • OMG! That Justin Bieber Kid Is Bigger Than the Olympics ...
    AdAge.com
    The teen pop star also beats out the NBA, Google Buzz, and the iPad in this week's "Top 10 Most Tweeted Brands" chart, which tracks the appearance of topics on the Twitter Trending Topics list and each week ranks the brandswith the most cumulative staying power.

  • Segment Migration: Where Your Customers Were, Where They Went, and Why
    MarketingProfs
    Customers are not statues, cast in stone and plunked down in a park as a perch for birds. Some buy a lot, and some defect to the competition. Analyzing customer-migration patterns can help us understand customer behavior, and ultimately maximize revenue and marketing ROI.

  • Does Social Sell?
    Adweek
    While digital channels and online interactions offer a plethora of data points, they don't come with a set playbook for assigning value, and that makes life tough for budget-strapped CMOs. For some direction, here's what three social-media savvy marketers -- Pepsi, Dell, and H&R -- are doing to measure their participation and justify new investments.

  • Five new things marketers should know about analytics
    iMedia Connection.com
    Web analytics continues to evolve with the digital space, and if you're not paying attention from the start of your campaign, you're falling behind. These points will bring you up to speed.