While web analytics have been around for the better part of two decades, at many businesses, online analytics teams remain segregated from the rest of the organization. It's time to break down the silos between digital analytics and the rest of the marketing function in order to better demonstrate the impact online and social media marketing efforts can have on the business...
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The early days of web analytics represents a classic case of measuring what you can instead of what you should. But now, innovative companies are figuring out how to utilize online data more strategically, turning those insights into recommendations that influence the business...
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In this installment of our Meeting of the Minds webcast series, Professor Dominique (Mike) Hanssens will provide us with a one-hour overview of how marketing drives company performance....
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What separates successful marketing measurement efforts from marginal ones?...
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Koen Pauwels from Ozyegin University demonstrates how managers can use buying process data to quantify cross-channel and long-term effects of marketing actions on profits, offline and online...
Read MoreA sanitized version of an actual email from a CFO to a CMO in a global 1000 company on the effectiveness of marketing...
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Dear Dave,
We’re having some difficulties getting our marketing measurement process nailed down. There is enthusiasm across both our marketing and finance teams for getting to the right set of metrics, but a bit of a battle forming between two camps on which metrics we should be focusing on....
In the latest installment of our Meeting of the Minds webcast series, Professor Don Lehmann of Columbia Business School will discuss the emergence of customer lifetime value (CLV) as a key performance metric - what it is and how to measure it...
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In the latest installment of our Meeting of the Minds webcast series, Professor Paul Farris offered an update on the new 2nd edition of 50+ Metrics Every Marketer Should Master ...
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