What to Measure? Start at the Top
You can measure every online thing these days. But should you? Big data says yes: collect it all and decide what questions you wish to ask later. This bottom-up approach is fine if you have the technology and the resources. It's great for discovery and correlation hunting. But what it you just want your business to improve? Then you should start at the top. Metrics Priorities Begin With Philosophy Philosophically, the most important thing an organization...
Jim Sterne | Verifying Business Value |      
Who Cares About Real-Time Data Anyway?
We marketers tend to hijack terms, and use them so often and in so many ways that they lose their intended meaning, quickly joining the ranks of marketing lingo. The term "actionable insights" has unfortunately suffered this fate, which is one reason I dedicated my last column for ClickZ, "Metrics That Matter: A New Framework to Reveal Truly Actionable Insights," to exploring what "actionable" really means, and why the metric-happy marketer doesn't always focus...
Pelin Thorogood | Analyzing Customer Data |
Personalization: Not Just for Websites Anymore
By now, most of you would agree that personalizing a customer's website experience is vital to business performance. In fact, companies using real-time behavioral data to customize the consumer experience based on factors such as traffic sources, geography, and even weather have seen a 19 percent increase in sales, on average, according to a study conducted earlier this year by Econsultancy and Monetate (my company). This adds up to hundreds of millions of...
Nathan Richter | Conversion & ROI |
Mobile Measurement: Let's Clear the Air(waves)
The desktop is yesterday's lunchmeat. Mobile is the new black for digital marketers. Every person on the planet, it seems, has a way to connect via a mobile device; and marketers have responded by creating mobile-oriented content in astonishing volume. We now find it routine that a "website" will have adaptive technology - that is, it detects your device and wraps its content around that device profile to dynamically optimize the experience. Neat! Everybody...
Andrew Edwards | Actionable Analysis |
Convergence Analytics Needs a New Unified Query Language
We live in a world rich in fuzzy diversity, evermore fragmented, micro-segmented, and brimming with organizational and cultural silos, making it hard to make out the forest from the trees accurately. The same holds true for the world of analytics, which is supposed to be precise, math- and data-driven, yet is full of confusion and fuzziness. There are too few instances where organizations are vibrantly happy with data they are capturing from their web, social,...
Marshall Sponder | Convergence Analytics |
Mallorca's Melia Becomes "First Twitter Experience" Hotel
The experience includes a virtual community, Twitter Concierge and Twitter Party Suites for a “young and social” demographic.
Lisa Lacy | Strategies | Print version 3 Ways to Boost Video Shares Online
To guarantee sharing success, be sure to make powerful content, revisit popular concepts, and seed your video well.
Tessa Wegert | Media Buying | Print version Getting Rid of the Summer Doldrums
Five tips to make sure that come Labor Day your boss won't be screaming about the lack of progress on that major client project.
Alan Cutter | Strategies | Print version Google+ Pulls Plug on Local App
Google+ will be terminating its Local app for iOS and will push users to migrate to Google maps for mobile instead.
Jennifer Slegg | Mobile | Print version IBM Digital Experience: An "Umbrella Thought" Story
IBM's Digital Experience, announced last week, is an "umbrella thought" for looking at its many tools that let businesses produce digital communications for customers, employees and business partners.
Susan Kuchinskas | Strategies | Print version Hyundai Feeds Walking Dead Fan Base With Chop Shop App
The app challenges fans to build a better zombie survival machine based on one of three Hyundai models.
Lisa Lacy | Strategies | Print version Groupon Opens Premium Channel to Mobile
Groupon has extended its new channel for high-end, discounted restaurant reservations to iPhone, with other mobiles soon to follow.
Mary Lisbeth D'Amico | Social Commerce | Print version Content Is Queen
Why content strategy is a female-dominated field.
Megan Pluskis | Strategies | Print version Focus on the Fundamentals
It's essential to get the fundamentals of email right before implementing advanced techniques such as dynamic messaging, responsive design, and behavioral targeting.
Derek Harding | Email Marketing Optimization | Print version Honest Engagement: Getting the Social Experience Right
Where in your organization are you most able to build and sustain one-on-one, repeated acts that lead to engaged customers?
Dave Evans | Social Media | Print version |
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