Date filters are one of the most common controls we put on our Tableau dashboards here at Alight. Normally, we use parameters (not quick filters) to allow our clients to choose the timeframe they want to see: this makes it easy to apply them across …
Conversion Rate Gremlins: Part 1
We work with a lot of large ecommerce clients, helping them with Google Analytics strategy, collecting marketing partner data for dashboard reporting, and deep analysis of their site (and business) performance. E-commerce retailers are in a position that comes with significant benefits because they’ve got …
Design First, Analyze Second
Design matters. A plan is necessary. Design is always the best first step in creation. In engineering or invention, we should always start with a problem, develop potential solution ideas, determine optimality, and create a plan for building and putting those pieces together. Good ol’ …
The Million Dollar Marketing Question
What would you do with a million dollars? With a million dollars, I can think of a lot of things to do. Invest in my kids college, pay-off the house, take a nice trip, buy a house on the beach, well I could go on. …
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 …
The Three Personalities of Marketing
Does marketing work? This isn’t a new question. Frankly, this question has been asked for years and marketers have done a fantastic job of answering the question with their best interpretive tap dance in front of senior management since marketing has historically been difficult to …
Top Five Red Flags When Evaluating an Agency
Keith Kochberg, CEO of iMarketing LTD, wrote about ensuring marketing agencies are delivering what they promise, titled Top Five Ways to Tell Your Online Agency is Faking It. To highlight, the top five red flags are: Is your agency regularly testing different opportunities? Do you …
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 …