Occam's Razor

FEBRUARY 3, 2014

YouTube Marketing and Analytics Framework for Success. The only reason my kids know Evian or Volvo Trucks or TrueMove (Thailand), among many other brands, is because of their work on YouTube. The only reason I know loads of new people and brands is because of my subscription to their channels on YouTube. YouTube is magnificent.

Marketing 151

Marketing Analytics Advertising Measurement 151

Occam's Razor

AUGUST 6, 2007

Bounce rate is a beautiful way to measure the quality of traffic coming to your website. It is almost instantly accessible in any web analytics tool. So what is this mysterious metric? Definition: It is usually measured in two ways: The percentage of website visitors who see just one page on your site.

Metrics 121

Metrics Measurement Marketing ROI 121

Occam's Razor

SEPTEMBER 30, 2013

We'll start with digital at the highest strategic level, which leads us into content marketing, from there it is a quick hop over to the challenge of metrics and silos, followed by a recommendation to optimize for the global maxima, and we end with the last two visuals that cover social investment and social content strategy.

Marketing Analytics 156

Marketing Analytics Marketing Visualization Analytics 156

Occam's Razor

AUGUST 12, 2013

There are few things more complicated in analytics (all analytics, big data and huge data!) MCA-O2S covers the challenge of attributing the offline impact (revenue/brand value/butts in seats/phone calls/etc) driven by online marketing and advertising. than multi-channel attribution modeling. Do You Have an Attribution Problem?

Modeling 162

Modeling Optimization Marketing Interactive 162

Occam's Razor

OCTOBER 24, 2016

Step 1: Optimal Metrics. When it comes to your Digital Marketing and Digital Analytics practice, I've advocated slow and steady evolution. You'll find it here: Digital Metrics Ladder of Awesomeness. The metrics ladder lays out a path that will get you there, step by step while ensure your org is coming along with you.

Metrics 147

Metrics Marketing Optimization Modeling 147

Occam's Razor

MAY 19, 2014

But the problem is that single golden metrics hide valuable insights and, more often than not, drive bad behavior. Here's my proposal: If you are pushed to have a single golden metric, give it a partner. The BFF metric you find should not be one that is very far away. Why not just measure Profit?"

Metrics 160

Metrics Key Performance Indicator Analytics Marketing 160

Occam's Razor

AUGUST 13, 2012

A couple weeks back I'd requested the nice folks following me on Google+ and Facebook to submit their most important digital marketing and analytics questions. Yehoshua Coren: Best ways to measure user behavior in a multi-touch, multi-device digital world. What's possible to measure. Let's do this!

Modeling 125

Modeling Metrics Data Quality Data-driven 125

Occam's Razor

JANUARY 12, 2015

The world of digital analytics seems to be insanely complicated. I led a discussion the other day with a collection of people who were brand new to the space and some who were jaded long-term residents of Camp Web Analytics. Digital Analytics Ecosystem: The Inputs. Digital Analytics Ecosystem: The Outputs.

Analytics 151

Analytics Slice and Dice KPI Metrics 151

Occam's Razor

FEBRUARY 20, 2012

My normal recommendation to address this supremely corrosive issue is to encourage each company to go through the process of creating a Digital Marketing and Measurement Model. No touching Google Analytics. No going to web analytics conferences. Don't open Google Analytics or Yahoo Web Analytics yet!

IT 139

IT Measurement Marketing Metrics 139

Occam's Razor

JANUARY 6, 2010

As we spring to action full of passion I wanted to share with you all a short list of things that will expand your little world of online marketing & web analytics. Change is hard, even if we know that we should be executing a multiplicity strategy to win in the web analytics 2.0 Especially at the really simple and basic things.

Analytics 99

Analytics IT Statistics Metrics 99

Occam's Razor

JANUARY 21, 2009

Why just measure conversions as one purchase or conversions just as a submission of a lead or opening of an account on facebook / twitter / what ever? Why not measure Visitor behavior after that first purchase / lead / membership sign up (or the first super poke)? For your Search campaigns. Or your Display ads.

Measurement 75

Measurement Analytics Metrics Key Performance Indicator 75

Occam's Razor

SEPTEMBER 20, 2010

People familiar with your brand. People driven by your offline campaigns. If you were really smart you would use campaign tagged vanity url so you can segment them!]. Free, non-campaign, traffic. Most website tag and campaign tracking implementations are poor (to put it charitably). People driven by word of mouth.

Analytics 123

Analytics Metrics Data-driven Reporting 123

Occam's Razor

APRIL 5, 2010

Some Marketers / Analysts use Click-thru Rate (CTR) to measure success of their acquisition campaigns. A smaller percent of those Marketers / Web Analysts will move beyond clicks and measure Visits / Visitors and Bounce Rates to measure success. Lovely, warm hugs and smiles for them. They deserve our love.

Analytics 136

Analytics Marketing Measurement Metrics 136

Occam's Razor

SEPTEMBER 5, 2023

The latter is a fine word, but it has acquired such negative branding… I’ve switched to Scorecard, to get a fresh start. We’ll apply the methodology to Paid Media today – both Brand and Performance Marketing. My solution is centered on organizing data/metrics/methodologies into a ladder of awesomeness (which solves for #3).

Marketing Analytics 78

Marketing Analytics Dashboards Marketing Scorecard 78

Occam's Razor

JULY 12, 2010

In this blog post I want to share four analytics tools that I have been playing with for a while… tools that solve an interesting problem… tools that point to what might be in terms of our near term analytical future… and in almost all cases they don't even know! First Some Context. People matter. You matter.

Analytics 97

Analytics Measurement Metrics KPI 97

Occam's Razor

MARCH 22, 2011

Today when we measure our Cost Per Acquisition (CPA) for our campaigns (Search, Email, Affiliate, whatever), we just think of the macro-conversion and, perhaps worse, we think only of that session / visit. Let's assume we are running www.macys.com and we got 1,000 Visitors to come to our site via a display advertising campaign.

Advertising 87

Advertising Metrics Measurement Marketing 87

Occam's Razor

OCTOBER 4, 2010

Ask a famous blogger, a published author, a random twitterer or your mom how to succeed in web analytics, or how not to be a Reporting Squirrel. As if that was not painful enough, during the course of your employment the company made no actual decisions based on web analytics data. Then fulfill that need. It is a good answer.

Reporting 119

Reporting Metrics Sales Strategy 119

Occam's Razor

JULY 1, 2008

There is perhaps no challenge greater than tracking offline impact of your online presence (campaigns or other activity). This post bravely attempts to: 1 ] Highlight the importance of holistic multichannel analytics. This post bravely attempts to: 1 ] Highlight the importance of holistic multichannel analytics. Not impossible.

Analytics 116

Analytics Measurement Marketing Sales 116

Occam's Razor

FEBRUARY 25, 2013

Every post is about unleashing the power of digital analytics (the potent combination of data, systems, software and people). But we've never stopped to consider this question: What is the return on investment (ROI) of digital analytics? Let's calculate the ROI of digital analytics. Let's fix that in this post.

Analytics 143

Analytics ROI Marketing Modeling 143

Occam's Razor

JULY 24, 2018

The universe of digital analytics is massive and can seem as complex as the cosmic universe. Even simple questions like “ How effective is our analytics strategy? Soon, your digital analytics strategic framework that you hoped would provide a true north to the analytics strategy question looks like this ….

Analytics 95

Analytics Metrics Strategy Measurement 95

Occam's Razor

JANUARY 7, 2019

My professional areas of interest cover Customer Service, User Experience and Finance, though here on Occam’s Razor my focus is on influencing incredible Marketing through the use of innovative Analytics. First… The Analytics top ten things to focus on to elevate your game this year…. The Step Change Analytics Obsessions List.

Marketing Analytics 89

Marketing Analytics Marketing Analytics Strategy 89

Occam's Razor

JANUARY 24, 2011

The way OOD manifests itself is that in every website and web business I work with I am obnoxiously persistent in helping identify the desired outcomes of the site / business before I ever log into their web analytics data. Without goals and goal values you are not doing web analytics, you are doing web iamwastingyourlifeandminelytics.

Analytics 123

Analytics Finance B2B Reporting 123

Occam's Razor

OCTOBER 17, 2023

Here’s a sign that you’ve arrived as an Analyst or an Analytics team: At the first sign of failure reported by the data, most people blame you (Analyst/Data). We can’t solve for this metric in the short-term, how can you possibly say the campaign did not work? Rigorous torture of measurement tools. Metric, not a KPI.

KPI 60

KPI Metrics Finance Key Performance Indicator 60

Occam's Razor

JUNE 1, 2010

But when it comes to measuring success of our marketing efforts all of these channels are largely faith based initiatives. Consider how we measure success of our TV campaigns. " Or: "TV is really hard to measure, those boxes just don't connect or share." You can measure interactions with the ads.

Marketing 92

Marketing Measurement Advertising Metrics 92

Occam's Razor

SEPTEMBER 24, 2012

This audience is immensely attractive to Brands and Marketers around the world. We've seen explosive growth in brand pages, types of advertising and other fun ways to monetize this audience. A Facebook employee (FBe) gave a talk about measuring ROI/Value of Facebook campaigns.

Advertising 165

Advertising Metrics ROI Marketing 165

Occam's Razor

JULY 22, 2013

Most of the frameworks we have also don't optimally capture the complexity of digital marketing and measurement. We (oh how I hate this) apply irrational and "narrow-view" measurement strategies toward understanding what is successful and what's not. The See – Think – Do Framework: Measurement Strategy.

Measurement 164

Measurement Marketing Key Performance Indicator Metrics 164

Occam's Razor

APRIL 21, 2014

about digital marketing and analytics. For some answers, What is Avinash's typical day like? We will cover questions in four areas: business/strategy challenges, analytics/technical challenges, career/self-development questions and rampant speculation. Hour-by-hour report please. :)? , They will show affection towards you.

Marketing Analytics 132

Marketing Analytics Marketing Analytics Metrics 132

Occam's Razor

MAY 2, 2017

There is no golden metric for everyone, we are all unique snowflakes! :). That then takes us down the very best way to answer that question, to use the five-step process to build out the Digital Marketing and Measurement Model. and tell you what are the best key performance indicators (metrics) for them. Ecommerce: Betabrand.

Metrics 143

Metrics Key Performance Indicator B2B Measurement 143

Occam's Razor

AUGUST 11, 2015

Custom reports allow you to deeply focus (by eliminating the rif-raf metrics and dimensions, they save time and show just what you want). You can download them into your Google Analytics account via one click (along with some lovely Advanced Segments and a Dashboard). We mis-align metrics and dimensions across Users, Session, Hits.

Reporting 159

Reporting Analytics Metrics Key Performance Indicator 159

Occam's Razor

DECEMBER 9, 2013

Progress in digital marketing and analytics in either scenario becomes painful (the organization / systems / thinking is simply not in the optimal position). In this post I want to arm you with the evolution you should undertake in your companies when it comes to marketing and analytics. Don't do paid search. Beat Motrin.

Marketing 165

Marketing Analytics Key Performance Indicator Optimization 165

Occam's Razor

JUNE 28, 2011

Web Analysts are blessed with an immense amount of data, and an amazing amount of valuable, even sexy, metrics to understand business performance. Yet our heroic efforts to report the aforementioned sexy metrics lead to little business action. Since crappy sounds bad, let's just say you are reporting super lame metrics.

Metrics 127

Metrics Measurement Key Performance Indicator Reporting 127

Occam's Razor

JANUARY 9, 2012

Here's important context (before we get into the rules for revolutionaries)… The Fundamental Web Analytics Problem Is Not Data! Most companies are astonishingly blasé about data and possibilities of measurement. " Sad, unimaginative measurements of their sad, unimaginative campaigns.

Marketing 142

Marketing B2B Measurement Risk 142

Occam's Razor

NOVEMBER 15, 2010

Web Analytics blog was to pull us up 10,000 feet to do something we do less than 1% of the time in the web analytics world – look at the bigger business picture. It was called: Secret To Winning With Web Analytics? Secret To Winning Web Analytics: 10 Starting Points For A Fabulous Start! Starting Right!

Reporting 140

Reporting Metrics Strategy Measurement 140

Occam's Razor

SEPTEMBER 15, 2011

There is one difference between winners and losers when it comes to web analytics. Winners, well before they think data or tool, have a well structured Digital Marketing & Measurement Model. A 10 point lift in brand perception? Ask this question: Why does your website/campaign exist? Losers don't. Acquisition.

Measurement 166

Measurement Marketing Modeling Key Performance Indicator 166

Occam's Razor

DECEMBER 3, 2012

We like to believe that all there is to digital marketing is to do some search engine optimization, send out an email blast every once in a while, get our agency to create a flash-heavy "brand experience" website, or slap together a mobile app in the corporate-approved shade of eggshell white. Yes, some of these things can help.

Marketing 149

Marketing Advertising Strategy Optimization 149

Occam's Razor

OCTOBER 21, 2013

Following revelations of NSA activities via Mr. Snowden, Google has now switched almost all users to secure search, resulting in even more user search queries showing up as not provided in all web analytics tools. No keyword data in analytics tools. That of course will mean more referring keyword data will disappear.

Optimization 156

Optimization Reporting Metrics Experimentation 156

Occam's Razor

SEPTEMBER 15, 2014

But why blame others, in this post let's focus on one important reason whose responsibility can be squarely put on your shoulders and mine: Measurement. Create a distinct mobile website and mobile app measurement strategies. Then approach each separately (even though there are tools like Google Analytics that will do both).

Metrics 143

Metrics Reporting Analytics Marketing 143