Verifying Business Value - ClickZ

Mitch Joel Says Reboot, a Book Review

Jim Sterne — Thu, 23 May 2013 06:30:00 -0400

Do not throw the baby out with the bath water. Do not drop everything. Do not reinstall the operating system - just reboot.

Prediction: Was I Right?

Neil Mason — Thu, 16 May 2013 07:33:00 -0400

Forecasting and prediction is as much about the use of judgement as it is about the use of science, and we have to build an appreciation of uncertainty into our forecasting processes.

$3.25 Million to Assess Audience Engagement

Jim Sterne — Thu, 09 May 2013 06:30:00 -0400

How the Lear Center is trying to improve the quality of digital data collection and analysis for media organizations and help marketers make better-informed decisions.

Dissuasion Marketing: OMG, RH.com, What Were You Thinking?

Jim Sterne — Wed, 01 May 2013 06:00:00 -0400

How Restoration Hardware is killing trees...and its customer service at the same time.

Profitable Newspaper: Hold the Presses!

Jim Sterne — Thu, 25 Apr 2013 04:00:00 -0400

How did the San Diego Union-Tribune become a double-digit profitable newspaper?

Are the Analysts Getting Closer to the C-Suite?

Neil Mason — Thu, 18 Apr 2013 00:00:00 -0400

The new generation of CMOs is more data-driven than its forefathers and has a critical need for performance measurement and ROI analysis, across everything.

All Models Are Wrong

Jim Sterne — Thu, 11 Apr 2013 06:00:00 -0400

We can only hope to create an attribution algorithm that is suggestive and directional, to create a model that helps us test theories, and to create a model that is useful.

Analytics Is Like Driving

Jim Sterne — Thu, 28 Mar 2013 06:00:00 -0400

When there are too many roads, when they are inconsistently paved, insufficiently identified, and inefficiently connected, you will get lost.

Are You Living in a World of 'Ones'? How Do You Get to 'Two'?

Neil Mason — Thu, 21 Mar 2013 06:00:00 -0400

Businesses need to reduce the friction involved in moving the customer from one state to the next, whether that be moving from one page to the next or moving from one transaction to the next.

That's Oddly Homologous

Jim Sterne — Thu, 14 Mar 2013 02:00:00 -0400

When different parts of our marketing efforts are acting too similar and mimic each other too closely numerically speaking, there may be cause for concern.

Building Models on Quicksand

Jim Sterne — Thu, 28 Feb 2013 04:00:00 -0500

How often do you start with a clean slate and rebuild your model because the variables themselves have changed?

How Valuable Is Your Content?

Neil Mason — Thu, 21 Feb 2013 06:00:00 -0500

As retailers become publishers and publishers become retailers, understanding the value of content and its ROI is as important as understanding the ROI on marketing spend.

The Creative Mastermind and the Analytical Subordinate

Jim Sterne — Thu, 31 Jan 2013 02:00:00 -0500

How the one who has turned to data and algorithms and the one who has become CMO see things differently.

Solving the Analytical Problem of Marketing Attribution

Neil Mason — Thu, 24 Jan 2013 02:00:00 -0500

Using business understanding, data understanding, data preparation, modeling, evaluation, and deployment to solve the marketing attribution problem.

When Privacy and Business Collide

Jim Sterne — Thu, 17 Jan 2013 04:00:00 -0500

The time has come where we have to define intellectual private property.

Digital Metrics 2013 Quick Start Guide

Jim Sterne — Thu, 03 Jan 2013 04:00:00 -0500

Quickly browse the following five tips as you reboot the 2013 version of your marketing measurement efforts.

Web Analytics Is Dead, Long Live Digital Intelligence

Neil Mason — Thu, 27 Dec 2012 08:00:00 -0500

As consumers, our digital lives have become richer, but as marketers, our digital lives have become far more complex.

Where's My Freakin' Data You B@stards?

Jim Sterne — Thu, 20 Dec 2012 02:00:00 -0500

What is the value of my data?

Making Analysts Even More Indispensable

Jim Sterne — Thu, 06 Dec 2012 02:00:00 -0500

If you set out to make your analytics team better and better, they will get better and keep getting better and finally, they will want to be better...for you.

My Prediction: Prediction Is Going to Be Hot in 2013

Neil Mason — Thu, 29 Nov 2012 08:00:00 -0500

Don't do predictive; use predictive to solve particular problems.

It's Not an Exact Science

Jim Sterne — Thu, 15 Nov 2012 02:00:00 -0500

Machine learning and big data heavy lifting do not depend on certainty, but on approximations.

Cross-Industry Standard Process for Data Mining

Jim Sterne — Thu, 08 Nov 2012 02:00:00 -0500

Do you really know what your business process is?

Let There Be Light

Jim Sterne — Thu, 25 Oct 2012 02:00:00 -0400

In the beginning, the IT department created the web server and the server log. And darkness was upon the face of the marketing department.

We're Done Experimenting With Experimentation

Jim Sterne — Thu, 11 Oct 2012 02:00:00 -0400

Three new analytics tools that are well worth your attention as they focus on the management of analysts.

What Every Marketer Needs to Know About Hadoop

Jim Sterne — Thu, 30 Aug 2012 04:00:00 -0400

With "big data" on everybody's lips, here's all you need to know to keep up your end of the conversation.

Connect the Dots: Goals to Metrics to Compensation

Jim Sterne — Thu, 16 Aug 2012 00:00:00 -0400

Once you clarify your goals, the proper metrics will become apparent, as will the systems to capture the data necessary to track those metrics.

When Data Becomes a Verb

Jim Sterne — Thu, 19 Jul 2012 02:00:00 -0400

What word describes a more interactive relationship with data?

Consilience - The Intrinsic Value of Big Data

Jim Sterne — Thu, 05 Jul 2012 00:00:00 -0400

Big data has arrived due to volume, variety, and velocity. Get used to it.

It's a Question of Questions

Jim Sterne — Thu, 21 Jun 2012 03:00:00 -0400

A look at the tools and systems that can help you ask the big questions.

The New Funnel

Jim Sterne — Thu, 07 Jun 2012 02:00:00 -0400

The more data you have, the more confident you become in your correlations and conclusions.

Social View-Through

Jim Sterne — Thu, 24 May 2012 06:00:00 -0400

What would you call the social media equivalent of a view-through?

Incremental Opt-In: The End of the Privacy Problem

Jim Sterne — Thu, 10 May 2012 06:00:00 -0400

It's up to you to convince people to hand over the keys to their personal data set.

No More Actionable Analytics, Please!

Jim Sterne — Thu, 12 Apr 2012 02:00:00 -0400

We might as well call it objectionable, injurious, or larcenous analytics.

Today's 5 Top Analytical Problems

Jim Sterne — Thu, 29 Mar 2012 01:00:00 -0400

Generating quality hypotheses, managing privacy, and understanding visitor intent.

Predictive Analytics Isn't Bad, Bad Marketing Is Bad

Jim Sterne — Thu, 15 Mar 2012 08:05:00 -0400

The problem is not that companies are using data to try and sell you things, it's that they are doing it badly.

Web Analytics Is a Function, Not a Career

Jim Sterne — Mon, 05 Mar 2012 08:00:00 -0500

It's time to stop thinking of the "web analyst" as that functional techie whose world is limited to click-throughs and page views.

Analytics Problems Won't Die

Jim Sterne — Thu, 16 Feb 2012 08:10:00 -0500

Which analytics issues still walk among us seven years later?

Delivering a Consistent Customer Experience

Jim Sterne — Thu, 02 Feb 2012 08:10:00 -0500

The message, look-and-feel, offer, and voice of the company in your offline ads must be consistent when customers get to your site.

3 Steps for Converting Data to Action

John Lovett — Tue, 31 Jan 2012 08:00:00 -0500

Anyone working in digital measurement must interpret, categorize, and identify opportunities for their data to become actionable.