Occam's Razor

JANUARY 7, 2014

4: The Analytics/Marketing skills in your Analysis Ninjas is 70/30. #3. The organization functions off a clearly defined Digital Marketing & Measurement Model. #1. Digital Analyst, Web Analysis Guru, Digital Marketing Analyst, so on and so forth. You know what your Return on Analytics is! " Kisses.

Data-driven 142

Data-driven Consulting Reporting Marketing 142

Occam's Razor

APRIL 2, 2012

I'm convinced that the resulting problems (confusion, FUD, angst, daily prayers, and wasted budget) are due to the lack of a clear framework that can help clearly define the problem. In this post my hope is share a framework that will help define the problem clearly. This is going to be a lot of fun. are happening as a result.

Modeling 154

Modeling Advertising Marketing Measurement 154

Occam's Razor

JULY 23, 2012

As I've gotten older I've come to appreciate the value of frameworks a lot more. What digital marketing works? Definitely Y, do that. How can I improve my business? Simple, do A then B and you're done. This is the main reason I love frameworks. They force you to step back and think.

Consulting 126

Consulting Analytics Reporting Measurement 126

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. Let's do this! Yehoshua Coren: Best ways to measure user behavior in a multi-touch, multi-device digital world. What's possible to measure.

Modeling 125

Modeling Metrics Data Quality Data-driven 125

Occam's Razor

FEBRUARY 25, 2013

We shall do that in in two parts. It also contains multiple tabs full of specific computations of revenue incrementality delivered for various analytical efforts (Paid Search, Email Marketing, Attribution Analysis, and more). I would venture to say it’s because we’ve made an awfully poor case for the value of what we do.

Analytics 143

Analytics ROI Marketing Modeling 143

Occam's Razor

AUGUST 22, 2022

You do the best you can with a marketing campaign (creative, audience, targeting, channels, media plan elements like duration, reach, frequency, media delivery quality elements like AVOC, Viewability, etc.), and sometimes the dice does not roll your way when you measure impact. Sophisticated brand measurement is hard.

KPI 107

KPI Metrics Measurement Marketing 107

Occam's Razor

JANUARY 12, 2015

Even if you are in the super-jaded category, this will help you present something to your boss's boss that will get them to finally understand what you do! At the core of everything you will do in digital analytics is the concept of metrics. How do you define a metric: It is simply a number. That is as simple as it gets.

Analytics 151

Analytics Slice and Dice KPI Metrics 151

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

JULY 24, 2018

Consequently, we lose sight of where we are, how we are doing and which direction is true north. Soon, your digital analytics strategic framework that you hoped would provide a true north to the analytics strategy question looks like this …. The frameworks above cover just one dimension of the assessment (!).

Analytics 95

Analytics Metrics Strategy Measurement 95

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

SEPTEMBER 5, 2023

Marketing broadly tends to obsess about Paid Media, they have to care about Owned and Earned Media as well – the latter will be the source of 70% – 75% of the incremental conversions! How do you compare $10 spent on Paid Search vs. $10 spent on TikTok? Imperfect, but enough to allow us to make significantly smarter business decisions.

Marketing Analytics 78

Marketing Analytics Dashboards Marketing Scorecard 78

Occam's Razor

JULY 22, 2013

The world does not need a new business framework. seconds)" for business framework on Google today. But most of the frameworks available to us solve for divisional silos. For example AIDA is from the siloed lens of Marketing (and full disclosure, I humbly believe serves company's own selfish perspective).

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. Over the last year, I've also worked with many companies to drive new and rapid innovation in their digital strategies using the framework. This is immensely gratifying.

Measurement 159

Measurement Marketing Metrics Strategy 159

Occam's Razor

AUGUST 11, 2015

Your business is unique. The include single custom reports that replace all/most current standard reports in GA on Mobile, Content, Paid Search and Acquisition. Business Outcomes Analysis. I suffer from the problem that tons of people scrape the content from this blog and repost it as if it were their own. Seven more!

Reporting 159

Reporting Analytics Metrics Key Performance Indicator 159

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. " framework with you.

Marketing 149

Marketing Advertising Strategy Optimization 149

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

DECEMBER 9, 2013

The most common mistakes digital practitioners and leaders make is to either do things in the wrong order, or to try and do too much at one time. Progress in digital marketing and analytics in either scenario becomes painful (the organization / systems / thinking is simply not in the optimal position).

Marketing 165

Marketing Analytics Key Performance Indicator Optimization 165

Occam's Razor

APRIL 19, 2010

So in this short post let's try and see if we can fix this really basic problem. Definitions and standard perspectives on these terms will be covered in this post: Business Objectives. The post will end with a Web Analytics Measurement Framework. See below.]. Improve marketing effectiveness. Dimensions.

Metrics 140

Metrics Key Performance Indicator KPI Analytics 140

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

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

AUGUST 9, 2016

For our Market Motive Analytics training course , we provide students with access to one ecommerce and one non-ecommerce site because they simply can't learn well enough from my magnificent videos. In this post I'll highlight some of my favourite things you can do, and learn from, in the Store dataset. Awesome, right?

Analytics 110

Analytics Metrics Reporting Strategy 110

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). Of course tools. recommending tools for the complete web analytics 2.0

Analytics 136

Analytics Testing Measurement Optimization 136

Occam's Razor

DECEMBER 12, 2016

And, as if unlimited is not enough, nearly every month your analytics vendors release new features, you discover new analytics solutions, and as your business is more successful (hurray!) In a world when your work will never be done, how do you assess that the core things necessary are present? Not as important as you might think.

Analytics 142

Analytics Data-driven Strategy Consulting 142

Occam's Razor

AUGUST 11, 2014

I'll share the outcome of that thinking in this post, but you also get a bonus. They will have some of data, but your insights, recommended actions, and computation of business impact (IABI) will be critical in driving change. Before we go on, what do I mean by database module? Always focus on the complete journey!

Metrics 148

Metrics Dashboards Key Performance Indicator B2B 148

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

MAY 5, 2016

You would never want to take away the opportunity a content creator has online to monetize their work via ads. I know that at least some of you think I'm being sarcastic. While you could call on your favorite IT BFF to do this for you, let me encourage you by saying that if I can do this all by myself… You can do it too!

Metrics 104

Metrics Reporting Analytics Advertising 104

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. From there, it is only a hop, skip and jump to the most deadly question in analytics… What's the business solving for? We see this everyday. "Analysts" Let's back up.

Analytics 81

Analytics Metrics Key Performance Indicator Slice and Dice 81

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

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. Instead of ads being placed by human-based methods, machines can do it so much better at scale. Can you do RM+RP+RT using TV? Let's go! How about magazines?

Marketing Analytics 155

Marketing Analytics Marketing Analytics Advertising 155

Occam's Razor

JANUARY 31, 2017

The reasons are that we all like complexity, it gives us energy :), we tend to be logical, and we often treat data output as the end when in reality the data output is just the start of the process that results in actions that deliver business impact. Some are from slides I saw at conferences, some from our company, and some from yours.

Visualization 149

Visualization IT Strategy Key Performance Indicator 149

Occam's Razor

MAY 18, 2010

don't allow you to do on the fly segmentation of all your data (not without asking you to change javascript script tags every time you need to segment something, or not without paying extra or paying for additional "data warehouse" solutions). I have to admit I see that and I feel like throwing a tomato against the wall.

Analytics 124

Analytics Key Performance Indicator Metrics Measurement 124

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