Coupon'ometrics
One of the many ways that we (know-it-all) consultants recommend measuring online to offline conversion rates (and vice versa) is to do so with the help of coupons. For example, site visitors can be offered a coupon while they are …
Get the Vote Out – for the WAA Special Election, 2008 Board of Directors
Rarely are the words Marketing and R&D uttered in the same sentence. Except in the sense of Marketing VERSUS research & development – i.e. should companies place their bets on one rather than the other? Yet, in truth, we …
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View-Through in a Grocery Store ???
I love it when metrics worlds overlap! All the time, different marketing disciplines are coming up with comparable metrics but calling them different names, unaware of each other. Did you catch MediaPost’s article that TNS Media has released a new …
Interview in eM+C Magazine
The eMarketing + Commerce magazine interviewed me recently on the subject of multichannel marketing metrics. There is just a growing interest in this stuff! Time to look over the fence and get a more complete picture of marketing results. Web …
Interview by Manoj Jasra, The web Analytics world
The voice of the web Analytics world, Manoj Jasra, was kind enough to pose a number of great questions to me this week. He published the interview on his blog (web Analytics world) this morning. Among the questions my favored …
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Is the "Long Tail" What It's Cracked Up to Be?
A Media Post newsletter alerts us to following controversial article in the Wall Street Journal about Chris Anderson’s book “The Long Tail”: Study Refutes Niche Theory Spawned by Web . There is something in there that is even more alert worthy …
A Quadrant Chart for Sophistication with Analytics vs. Multichannel Marketing
A recent post highlighted the central idea behind the book Competing on Analytics: Namely, many companies employ analytics (business intelligence) merely in a tactical role, i.e. for improving ROI, while a few others use analytics so cleverly that they become …
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McKinsey vs. Me on Multichannel Marketing (part II)
The previous post (part I) was dedicated to the lesson learned that analytics can be used tactically (e.g. for marketing process ROI improvements) or strategically (e.g. for competing on analytics a la Netflix vs. Blockbuster). In this post, let us …
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Move beyond "Can't Manage What You Don't Measure" (part I)
To my embarrassment, the first time I heard the old management adage “You can’t manage what you don’t measure”, I heard it from a competitor of mine at Unica in the web analytics space. Namely, I heard it from Webtrends’ …
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From Online to Multichannel to Online
As online marketers evolve to become multichannel marketers, might their path of evolution turn out like the well known image below? Click to enlarge Isn’t it funny! We started as apes, hunched over, then started walking upright, but now we …