Running the Numbers: Centralized Vs. Decentralized Analytics
Posted by Jim Sterne on Jul 2, 1:33 PM
Should you open the doors to the Web analytics tool, let everybody do their own analysis and draw their own conclusions? Or should you retain tight control over the data and spoon-feed those who initially showed no or little interest in the process, but are only looking for numbers to support their conclusion-du-jour? The answer is yes; each in their own time.
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Twittering Away Time And Money
Posted by Pat LaPointe on Jun 30, 2:34 PM
One of the most common questions I'm getting these days is "how should I measure the value of all the social marketing things we're doing like Twitter, Linked-in, Facebook, etc.?" My answer: WHY are you doing them in the first place? If you can't answer that, you're wasting your time and the company's money.
» 11 Comments
The Internet Vs. Al Ries
Posted by Stephen DiMarco on Jun 26, 2:56 PM
In a trade publication last month, marketing guru Al Ries proudly declared that "determining the ROI of a marketing program is an expensive exercise with little or no value -- an experienced marketing executive instinctively knows whether a marketing program is working or not.". He countered one CMO's perspective on the value of analytics, by concluding that the practice of marketing "is not even 1% mathematics." With math-bashing marketing hand grenades like this, it's not surprising that the column sparked a healthy response; readers are still submitting comments that wrestle with Ries' assertions. What is surprising, frankly, is that "quantifiable marketing" is a topic that is up for debate.
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What You Missed Me Saying If You Didn't Get To OMMA Metrics...
Posted by Josh Chasin on Jun 23, 3:49 PM
Since I began contributing to the Online Metrics Insider in September of 2007, I've written extensively about the fundamental differences between panel-based data, which provide behavioral tracking of the whole of Web usage from a sample of persons over time, and which may be projected to a particular user population; and site-centric server data, which provides a "census" of the behavior exhibited by machines, and specifically servers, at one Web entity. Site-centric server data is often thought to provide empirical, immutable measures of the visitation to a Web site, but in fact server data is simply a tally and classification of tagged or "beaconed" events, using the imperfect cookie technology to parse the behavior out into something called "Unique Visitors."
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The Ultimate Payback On 'Enterprise' Marketing
Posted by Pat LaPointe on Jun 19, 9:50 AM
I recently saw a terrific presentation by Steve Smith, CMO of Enterprise Car Rental, in which he outlined the fairly comprehensive approach they were taking to measure the payback on their marketing investments. Here are a few highlights.
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It's Raining, It's Pouring, But No One Was Snoring
Posted by Jodi McDermott on Jun 12, 11:07 AM
Between the pouring rain and bolts of lightning, MediaPost held its first OMMA Metrics & Measurement conference at the Yale Club this past Tuesday. The room was packed and the panels put forth some lively discussion and debate for the audience to ponder. For those who were not able to join us, let me recap a few highlights for you.
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Old Technology And New Brand Masters
Posted by Jim Sterne on Jun 9, 3:57 PM
If you had anything to do with the Obama presidential campaign, you have not indulged in any post-election relaxation. Instead, you've been taking calls from conferences wanting you to speak. For the eMetrics Marketing Optimization Summit in San Jose last August, I was lucky enough to get Mark Skidmore, Director of Advertising & Promotion at Blue State Digital on the podium.
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Backwards Think Sometimes I
Posted by Pat LaPointe on Jun 2, 2:59 PM
When I was younger and stupid, I used to spend lots of passion, energy, and time around the development of terrifically insightful analyses. "Look at what the numbers tell us," I would proclaim. After days or weeks of combing through the hairiest of data sets, I'd emerge with new strategies for rationalizing the sales force; reallocating marketing spending; moving R&D dollars from one project to another; or providing better service to more valuable customers. All ideas that would have made or saved the company lots of money. Relatively few of them ever got implemented, however. Somehow, people always managed to get in the way.
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Searching For A Job In Analytics?
Posted by Judah Phillips on May 29, 5:29 PM
As the economy sags along, with some signs of life, a few folks have been writing me to express their interest in Web analytics jobs, so I thought I'd take this opportunity to write a bit about what a Web analytics hiring manager looks for in the right candidates.
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Digital Summit Spawns Actionable Ideas
Posted by Stephen DiMarco on May 22, 1:14 PM
Last week marked the sixth anniversary of TNS Media and Compete's Digital CMO Summit and, despite the economic gloominess, attendees' outlook for digital marketing was quite bright. One hundred and fifty senior executives from top brands, agencies and media companies gathered in Newport, R.I. for two and a half days of presentations, knowledge-sharing and extensive networking. The event spawned new ideas about the future of marketing, some forward-looking and many instantly actionable. So, in the spirit of sharing, here are my top five takeaways from the event.
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