Occam's Razor

JUNE 1, 2010

Yet for all our collective efforts at writing and tweeting and kvetching online marketing is still based mostly on faith. John Gustavson, President & CEO of the Canadian Marketing Association, invites a hand selected audience consisting of the crème de la crème of Canadian executives from a vast array of industries. Solutions. __.

Marketing 92

Marketing Measurement Advertising Metrics 92

Occam's Razor

MAY 4, 2010

They expose a person's critical thinking ability (something I highly recommend you test when you hire web analysts: Interviewing Tip: Stress Test Critical Thinking. and I was impressed with the time people took to do the analysis. The first part covers 5 rules, sourced mostly from what people did not do.

Testing 112

Testing Advertising Marketing Measurement 112

Occam's Razor

JUNE 15, 2010

Most of the time spent by Marketers & Analysts tends to be spend looking for "known knowns" Things we know and expect to see in the data, we look to see if they are there. " " Oh look Google is still our Number 1 referrer and we are selling lots of product x as we always do. Hello Insights! ].

Analytics 105

Analytics Metrics Measurement Marketing 105

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. We all have a tendency of getting caught in a rut, using the same tool to do the same things and spew forth the same data. See how the emails look.

Analytics 99

Analytics IT Statistics Metrics 99

Occam's Razor

JANUARY 7, 2019

In those moments, you are not thinking of delivering incremental change… You are driven by a desire to deliver a step change (a large or sudden discontinuous change, especially one that makes things better – I’m borrowing the concept from mathematics and technology, from “step function”). The Step Change Analytics Obsessions List.

Marketing Analytics 89

Marketing Analytics Marketing Analytics Strategy 89

Occam's Razor

JULY 22, 2013

For example AIDA is from the siloed lens of Marketing (and full disclosure, I humbly believe serves company's own selfish perspective). Most of the frameworks we have also don't optimally capture the complexity of digital marketing and measurement. to move all we do as a company to deliver higher profits.

Measurement 164

Measurement Marketing Key Performance Indicator Metrics 164

Occam's Razor

JULY 6, 2015

There have been tons and tons of implementations around the world of my wonderfully profitable See-Think-Do-Care business framework. In the process, I've learned a whole lot more, evolved my thinking and refined the nuances. A thing three that shares optimally aligned See-Think-Do-Care metrics!

Measurement 159

Measurement Marketing Metrics Strategy 159

Occam's Razor

AUGUST 11, 2015

The include single custom reports that replace all/most current standard reports in GA on Mobile, Content, Paid Search and Acquisition. I suffer from the problem that tons of people scrape the content from this blog and repost it as if it were their own. " Look, just grow the pie, just do better marketing.

Reporting 159

Reporting Analytics Metrics Key Performance Indicator 159

Occam's Razor

MAY 2, 2017

The very best analysts are display critical thinking, rather than giving into what’s asked. It is that practice that I try to discern when I do job interviews. When I see evidence of them in any candidate, my heart is filled with joy (and the candidate’s inbox is filled with a delightful job offer).

Metrics 143

Metrics Key Performance Indicator B2B Measurement 143

Occam's Razor

SEPTEMBER 15, 2014

Mobile devices (phones, tablets, wearables) are transforming how we behave, how we buy, how we consume content, and dare I say how we become happy or we become sad. I was not surprised, we could see that coming quite clearly. was the dramatic shift between 2010 to 2014 to mobile content consumption. Amazing, right? Many reasons.

Metrics 143

Metrics Reporting Analytics Marketing 143

Occam's Razor

APRIL 21, 2014

about digital marketing and analytics. For some answers, What is Avinash's typical day like? Let's do this! I am having issues prioritizing 1) recommending fixing on site issues affecting real traffic levels versus 2) correcting significant configuration issues in Analytics measuring current site traffic.

Marketing Analytics 132

Marketing Analytics Marketing Analytics Metrics 132

Occam's Razor

JULY 1, 2013

We do have A LOT of data in our analytics tools. 1: Content Creation – Content Consumption Balance Analysis. Originally I'd recommended it for content, or B2B, sites, over time I've come to rely on it for pretty much any type of company. Content marketing is all the rage, as you are well aware of.

Marketing 137

Marketing Statistics Strategy Consulting 137

Occam's Razor

MARCH 10, 2015

But, if you reflect upon the developments in analytics over the last couple of years it is incredible to see that we, web analytics, have moved so quickly towards the aforementioned outcome. It has exciting new features, an exciting cluster of new analyses you can do, and a lot that was impossible before. Closing Thoughts.

Strategy 153

Strategy Analytics Measurement Business Analysis 153

Occam's Razor

FEBRUARY 9, 2015

When you are done reading the post, you'll be super mad that your marketing strategy is not more influenced by your competitor's data! Content Consumption Competitive Analysis. + #OMG Mobile, Where's Mobile Data! How do you collect data? You, see why the two numbers might not tie? I am so excited, come on!!

Metrics 156

Metrics Reporting IT Advertising 156

Occam's Razor

FEBRUARY 28, 2017

What do you think happened? The qualitative surveys measuring unhappiness went down even more than before. Company did recover, their stock is doing fine. You are what you measure. Set better incentives for the org, see above life-lesson. See where you are, go up one step. Humans are pavlovian.

Key Performance Indicator 107

Key Performance Indicator Metrics Measurement Advertising 107

Occam's Razor

JUNE 7, 2017

To give you a sense of the depth and breadth of ideas I’ll cover today, here are the sections in this post: + The Promise of Marketing Utopia. + The Broken Promise of Marketing Utopia, Implications. + The Broken Promise of Marketing Utopia: Examples. + Win Big: Stop Posting Content for Organic Reach On Social Channels. +

Advertising 162

Advertising Marketing B2B Measurement 162

Occam's Razor

NOVEMBER 24, 2009

Twitter is amongst new media channels that are challenging how we communicate, with whom we communicate and perhaps most fundamentally how we (Marketers) influence people. Sadly execution and analysis of these new social media channels has been hobbled by old world thinking. Most twitter analytics tools just do data puking.

Metrics 125

Metrics Analytics Measurement Visualization 125

Occam's Razor

JUNE 11, 2014

Even for shoes, think of why and when you go to Zappos (vs. My hope is to present a cluster of experience, each doing something spectacularly amazing, to open your minds to new possibilities. Or see Gillette. They go two things in their corner: Babies and irrational parents who don't know what to do. Two minutes?

Marketing 151

Marketing Strategy Sales IT 151

Occam's Razor

OCTOBER 19, 2010

What is the first thing you want when you think about web analytics? What to do, where to start, what's cool. My goal is to give you a list of tools that I use in my everyday life as a practitioner (you'll see many of them implemented on this blog). Not everybody should do everything in the same order.

Analytics 136

Analytics Testing Measurement Optimization 136

Occam's Razor

DECEMBER 12, 2016

In a world when your work will never be done, how do you assess that the core things necessary are present? How do you ensure that your can zig-zag with business strategy? Yes, some tools can dance on their left foot and others can only do so with their right foot. Not as important as you might think. Google Tag Manager.

Analytics 142

Analytics Data-driven Strategy Consulting 142

Occam's Razor

JANUARY 20, 2010

How do you measure success of a online webinar? I recently did a webinar for the Search Engine Strategies conference (I am doing the opening conference keynote at SES London and SES New York ) and my Market Motive co-faculty member Greg Jarboe sent me this KPI via email: "Your webcast was a big success.

Metrics 90

Metrics B2B Analytics KPI 90

Occam's Razor

JULY 26, 2010

None of them are very hard to do, but I think they make a world of difference. Here's what you are focusing on (and it is good): All my experience in these things suggests that it is dangerous to think that the Conversions column is representative of the final outcome. " Now figure out how to do that.

Metrics 96

Metrics Measurement Dashboards Reporting 96

Occam's Razor

MAY 27, 2015

It saddens me deeply that they are not being able to take full advantage of all the new product, marketing, customer relationship opportunities in front of them. Consider this to be a collection of wisdom from those tough lessons – from wins and losses. A data-first strategy is a winning formula. The web is dead.

Marketing Analytics 155

Marketing Analytics Marketing Analytics Advertising 155

Occam's Razor

FEBRUARY 10, 2016

If you don't have goals, you are not doing digital analytics. You are doing i am wasting earth's precious oxygenalytics. This beautiful daily, weekly, monthly blog post I was drafting in my head to share my excitement with you about thinking analysis differently went poof. We see this everyday. "Analysts"

Analytics 81

Analytics Metrics Key Performance Indicator Slice and Dice 81

Occam's Razor

JANUARY 31, 2017

In all cases, I've spent time changing company names or the names of the things on the slide (so if you see Display Ads, that might be TV data). The output above is trying to do too many things, there are too many things on it, and the outcome will be that your audience of 5 or 5000 is on their phone reconsidering their dating pool.

Visualization 149

Visualization Strategy IT Key Performance Indicator 149

Occam's Razor

JANUARY 4, 2016

It also results in Marketers obsess about awful things like last-click conversions ( die last-click attribution die! ). They never consider Think or Care intent, all they obsess about is Do intent ( See-Think-Do-Care business framework ). The very bottom of the Do! See if you are a fit.

Metrics 89

Metrics Analytics Cost-Benefit Key Performance Indicator 89

Occam's Razor

MARCH 23, 2010

There are more mistruths and F U D about Web analytics out there than I think is reasonable. Part of it is fueled by a vocal minority genuinely upset that 10 years on we are still not a statistically powered bunch doing complicated analysis that is shifting paradigms. Yet, yet, yet, yet… there is so much we can do.

Analytics 119

Analytics Consulting Metrics Experimentation 119

Occam's Razor

FEBRUARY 7, 2011

It is a great way to stay connected to what's most important to you (and keep the blog and its content relevant!). They are: the tactical "How do I?", Nose to the grind "How do I" questions: David Walizer: How do you sell the value of web analytics to a skeptical client in 30 seconds or less?

Analytics 94

Analytics Measurement Metrics Predictive Analytics 94

Occam's Razor

OCTOBER 14, 2014

We are all blessed with more data than we know what to do with, and all for the price of a few lines of JavaScript added to your website. See step four in the process for creating your Digital Marketing and Measurement Model.]. But, you likely want to do something more complicated, and more sound, over time.

Key Performance Indicator 135

Key Performance Indicator Metrics Reporting Marketing 135

Occam's Razor

APRIL 29, 2013

It turns out that Marketers, especially Digital Marketers, make really silly mistakes when it comes to data. In the last couple months I've spent a lot of time with senior level marketers on three different continents. Some absolutely did not use data to do their digital jobs. Small data. It is real-time!

Marketing 166

Marketing Metrics Advertising Measurement 166

Occam's Razor

APRIL 23, 2012

Helps make marketing better. You know the drill: Measure. It communicates to them how their personal success will be measured. Is there anything easier than measuring Page Views? This metric has been in every tool since we started torturing web server logs to measure hits (!). What does Page Views measure?

Measurement 154

Measurement Key Performance Indicator Metrics KPI 154

Occam's Razor

MARCH 7, 2016

I want you to sign up for something very, very special I'm doing: Writing short stories from the intersection of marketing and analytics. Please do sign up. You own the content, you set your own creativity limits (no 140 characters or videos of only xx resolution), and you own the data on platforms you own.

Marketing Analytics 88

Marketing Analytics Marketing Analytics KPI 88