Russian novelist Vladimir Nabokov once said, “There is no science without fancy and no art without fact.” Developing a successful ROI strategy in the new marketing landscape involves equal parts art and science. It’s a brave new analytics world, where analysts and creative directors embrace collaboration. It’s about moving past “rear-view” analytics, and using predictive modeling to fuel business decisions. It’s about finding the levers to pull, before they need to be pulled. It’s about making everything our clients do smarter.
When I began this job under the title of “Marketing Intelligence Intern,” I had no idea what to expect. My digital analytics knowledge was nominal and I was an entry level Excel user. Before I…
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With billions of downloaded apps, projected revenue of $15.1 billion in 2011, and smartphone sales up 85% year over year, businesses interested in creating a mobile app need to deploy mobile…
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Let’s switch gears for a second. We’ve been talking about brand gTLDs, now I want to discuss non-brand gTLDs – things like .camera. Would having a non-brand gTLD impact traffic…
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In a word – no, you do not *need* a generic top level domain (gTLD). There are a host of arguments that purchasing a gTLD will do nothing for your paid and natural search results. Let’s…
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What do the Federal Reserve’s Quantitative Easing program (which ends this month) and online paid search have in common? More than you might think–as pricing for both use a form of…
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Online intercept surveys are all over the place! Marketers are thriving on their customers’ feedback. The feedback a survey provides is powerful. This type of data provides insight that digital…
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Twitter, Facebook, the blogosphere, online mags, consumer forums, online newswires…the endpoints seem endless where your brand’s image can be enhanced (or damaged). Need to keep track of your…
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iTunes has quickly become a major economic force within the digital economy. By some estimates, Apple now controls more than 70 percent of online music sales and has a larger share of the overall…
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In the world of analytics there are a number of artificial barriers we put in place to separate disciplines. Biostatistics to the right, pure theoretical statistics to the left, econometrics in…
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Following up on the previous post, we will focus on ROI methodology and look specifically at how it would apply to Facebook. How Do I Calculate ROI on My Facebook Activities? Ultimately, all…
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