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They are often measured on impressions (or worse, "connections") and clicks. Or people who follow you on social media or subscribe to your YouTube channel or sign-up to volunteer for your non-profit or download your utility marketing mobile app etc. and there are no limits to your experimentation with creativity! That's it.
The tiny downside of this is that our parents likely never had to invest as much in constant education, experimentation and self-driven investment in core skills. The first two are from editions of my newsletter, The Marketing – Analytics Intersect (it goes out weekly, and is now my primary publishing channel, sign up!).
It is a book about Web Analytics 2.0. Experimentation & Testing (A/B, Multivariate, you name it). Each of this Web Analytics 2.0 The book contains a cd with six podcasts, one video, two web analytics metrics definitions documents and five insightful powerpoint presentations. Qualitative and quantitative.
Since you're reading a blog on advanced analytics, I'm going to assume that you have been exposed to the magical and amazing awesomeness of experimentation and testing. And yet, chances are you really don’t know anyone directly who uses experimentation as a part of their regular business practice. Wah wah wah waaah.
In large measure that is because of the rise of programmatic buying. It is being hyper-conservative when it comes to creativity and experimentation because of quant-issues. The content of the letter could be customized to Stephanie's data/behavior. The internet today is a fundamental paradigm shift. RM+RP+RT is finally possible.
Of course, measure that using the four best social media metrics !) Because all bounce rate measures is that you saw more than one page. Happy analytics. The MarketingAnalytics Intersect: My Newsletter! You should not abandon them. It can never, ever, never, never be a KPI. Maybe, maybe not. Lonely data?
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