Many companies rely on some form of media mix modeling (or “marketing mix modeling”) to determine the optimal mix of their advertising spend. With the growth of “digital” media and the explosion of social media, these models are starting to break down. That puts many marketing executives in a tough …
Displaying All Posts Filed under the "Analysis" Category
In my last post, I grabbed tweets with the “#emetrics” hashtag and did some analysis on them. One of the comments on that post asked what social tools I use for analysis — paid and free. Getting a bit more focussed than that, I thought it might be interesting to …
Working in measurement and analytics at a digital marketing agency, I find myself working with a seemingly (at times) countless number of of technology platforms – most of them are measurement platforms (web analytics, social media analytics, online listening), but many of them are operational systems that, by their nature, …
I attended the Foresee Results user summit last month, and John Lovett of Web Analytics Demystified was the keynote speaker. It’s a credit to my general lack of organization that I wasn’t aware he was going to be speaking, much less keynoting! John showed this diagram when discussing the importance of …
I was flipping through the slides from a workshop that Teradata put on at The Ohio State University several months ago, and one of the diagrams jumped out and resonated with me. As I did some digging, it turns out this diagram has been floating around since at least 2004, …
Anyone who has been working with web analytics for more than a week or two has inevitably asked or been asked to explain why two different numbers that “should” match don’t: Banner ad clickthroughs reported by the ad server don’t match the clickthroughs reported by the web analytics tool Visits …