Category: How To Guides: Marketing Analytics

Four ways to fix the social data disconnect

For the last 15 years, we’ve been using social data wrong. We think that because social marketing programs create lots of social data these two things — social programs and social data — should fit together. But they don’t. Social...

/ January 17, 2018

Measuring how offline marketing drives website traffic: The fundamentals

You may still favor “old school” methods to get the word out about your website. But how do you track this offline marketing? If you don’t measure the success of your effort, you’ll never know if it’s giving you a...

/ December 26, 2017

Assessing the impact of poor data on retail: The 1-10-100 rule

As we approach the holidays, and particularly the new year, our thoughts turn to how we can make improvements to our personal life — for example, clean living with better food and more exercise. But how many of us are...

/ December 15, 2017

Why brand marketers often win the battle but lose the war

I recently received an email from an ad tech company with exciting news about TrueView — those minimum five-second pre-rolls you see before watching a video on YouTube: “We officially launched our self serve AI for DBM TrueView a couple...

/ December 12, 2017

Bounce rate: Important metric or junk data?

Over the 20-plus years since the inception of website analytics, various KPIs (Key Performance Indicators) have come into and gone out of fashion — and along with the KPIs are the various metrics that are used to calculate them. One...

/ December 5, 2017

Deck the halls with boughs of data 

Gone are the days of enticing shoppers with festive windows and door-busting sales. As brick-and-mortar retailers continue to suffer from losses in revenue and iconic real estate, their shoppers are leaving behind the shopping sprees of Christmas past in favor of the internet’s infinite aisles and endless sales. Fueled by advancements...

/ November 16, 2017

State of the art methods for measuring mobile and digital marketing

We live in an age when all things are measurable — or at least that is the expectation. How long we sleep, our daily steps, our bodies’ sugar levels, the number of ads we view, the amount of media we...

/ November 16, 2017

How to avoid the “Agency Measurement Paradox” and win client confidence

For decades now, marketing executives have demanded better analytics and data to judge both the performance of their campaigns and their agency partners. Agencies are listening — but are they doing the right things? The ongoing drumbeat to prove ROI...

/ October 25, 2017