Bigger is Better — How to Scale Up Customer Acquisition Smarter
While we’re all focused on delivering our holiday plan, every CMO I’ve spoken with in the last 3 months is focused on the same things. In 2016 “we need to achieve greater scale” --in other words, to get bigger. It would seem for sure, bigger is better. Bigger is the...
Marketing Machines — Possible or Pipedream?
True data-driven marketing is still “just a dream” for many marketers, rather than a reality. Under this vision, systems data mine autonomously, and present fresh actionable insights at your desktop in the morning. For about 99% of marketers, this may sound too good...
Analytics Isn’t Reporting
Working with multi-channel retail organizations, we’ve experienced the frequent concern that online is competing with, or “cannibalizing” retail sales. It seems like a reasonable problem for those responsible for the P&L of the retail business to consider, same...
Channel Collaboration or Web Cannibalization?
Working with multi-channel retail organizations, we’ve experienced the frequent concern that online is competing with, or “cannibalizing” retail sales. It seems like a reasonable problem for those responsible for the P&L of the retail business to consider, same...
Omnichannel Customers Are 2x as Valuable — How to Make Them Yours
With so many trying to sort out an "omni-channel" marketing strategy, I thought it would make the most sense this month to provide some structure around what it is, the best way to take the "buzz" out of the term, and provide a framework for thinking strategically...
Data Athletes in Modern Organizations
Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has evolved during the many years I have been involved with training and developing exceptionally smart creative analysts. These professionals have a high...
Re-engage Your Audience with Remarketing in Google Analytics
Remarketing (or, retargeting) is a tactic that many marketers have leveraged for some time now, and by this point all of us have probably at one point or another been "stalked" by ads from the likes of Zappos, Amazon and many others. Remarketing can be a very...
Google Analytics Product Roadmap: New Enhanced Ecommerce Beta
It's that time of the year again - the annual Google Analytics Certified Partner Summit! This year, the theme of the Summit is Data in Action. One of many new product announcements made at the Summit includes a new Enhanced Ecommerce Beta. This is complete revamping...
Google Analytics: What If Over 90% of Your Website Visitors Didn’t Convert?
Truth: A vast majority of your website visitors won't convert, or won't take some action of economic value on your site. False: These are lost leads or lost customers. The answer--remarketing. Google Analytics Remarketing allows you to re-target to the right visitors,...
2013 Google Analytics Summit – Access. Empower. Act.
In the opening presentation, Paul Muret (Vice President of Engineering at Google Analytics) described the analytics framework employed by Google that drove the 70+ innovative updates in 2013. Google stressed that the pace of improvements will only increase in 2014 -...