Have you ever ran a campaign analysis and found that you had a 0% conversion rate? Are you seeing a large decrease in return visitors to a part of your…
Google announced a free version of Data Studio at this year's Google Ads & Analytics Innovations Keynote that will allow you to create and share beautiful interactive reports from multiple data sources.…
We are finally at the tipping point where data strategy is the focus for new business ventures. Hooray! I'm not just talking about the tech world. Sure, there are still…
Krauss began by talking about Plato’s Allegory of the Cave and how advances in science are uncovering reality, like an unchained prisoner exploring outside the cave for the first time. Measurement techniques are changing in physics and marketing! My takeaway for marketers – when it’s not possible to measure directly through current means, then innovate and measure indirectly. Carry out experiments to test your model. Observe the effects of your campaign particles directly or through other means.
Copernican view of the Customer
I encourage you to read about Nicolaus Copernicus if you are not familiar with his contributions to science and his struggles along the way.
Some companies are steeped in tradition (just like some Churches) and have refused to get on the Cluetrain. Some marketers find themselves in the same position as Copernicus. Customers do not revolve around brands, brands revolve around customers. You are not the center of your customer’s galaxy. Customers are at the center of your galaxy, and there are lots of other brands that are revolving around them too so be careful not to fall out of orbit or (more…)
Web analytics governance is just one facet, one team, in the bigger picture of web marketing governance.
While web analytics governance is exclusive to the team responsible for the tool and
(sometimes) reporting, web marketing governance is about getting the whole marketing department aligned.
Web Marketing Governance example
Team – Process
Marketing – creates the ads and the business success measures
Ad Operations – Flights the ads with tracking codes
Web Analytics – Implements and maintains tracking tool
Business/Web Analyst – Generates reports and insights
At the level of web marketing governance, we are talking about the management of the people and processes from campaign creation to operation and executive reporting levels.
Governance, at the very least, should answer these basic questions: (more…)