The majority of the marketing and executive decision makers are convinced that using data to inform the decision-making process is not only worthwhile but necessary to operate in today’s marketplace. However, information about how to get started in this space is lacking. The purpose of …
Understanding the Customer Decision Journey
Watch a snippet of Matt Hertig’s provocative talk, “The First Rule of Marketing Analytics: Forget the Customer.” In this video, he explains that the customer journey is no longer linear: neither should be our means to understand it.
Lessons Learned through Modeling Channel Attribution
At Alight Analytics, one of our goals is to help our clients understand what the optimal marketing mix is through answering the question “Where should I spend my marketing budget?” In studying these problems and working through the data I’ve learned a lot; a few …
Fun with Multi-Channel Fun-nels
Google Anaytics is great. What marketer doesn’t want to have a bunch of data that maps out exactly how users interact with their site? When implemented correctly, there is SO much data that can be rolled up into the interface. And as if Google wanted to …
Why You Can’t Just Buy a Marketing Attribution Model
Multi-Channel Attribution has become a very hot phrase over the past few years. Like many buzz terms, marketers understand the concept behind multi-channel attribution but don’t understand how to effectively implement this strategy. If you aren’t quite familiar with this term yet, the idea behind …
10 Must-Have Facebook Metrics
Not sure how to measure success on Facebook? Start with 10 actionable Facebook metrics to show you how your content strategy is performing (or to help create a strategy), what your editorial calendar should be and where you should focus your effort to get more …
The Case for Web Testing and Optimization
A/B testing — why even consider it? To put it simply: because we’re wrong – about 80 percent of the time, according to some estimates. We all know the marketing manager who fancies herself a Web designer. Or the business unit leader who can’t make …
Lost in a Sea of Reports!
Measuring its results has always been one of marketing’s biggest challenges. Historically, traditional marketing efforts such as print, radio and TV advertising produced little measurement data – let’s call this the “data pond.” Marketers would use very basic fishing tools such as Excel to try …
ROI = Return on Investment or Return on Ignorance?
If you look closely, most marketing organizations have fallen into the “herd” mentality, blindly following the latest trends that are hot in today’s marketing ecosystem. The leader of this herd is whoever is beating the loudest drum about creating attention for the “next big thing” …
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