Category Archives: Analytics

Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now

Before you get caught up in the shiny new thing with all the bells and whistles, contributor John Steinert urges you to consider more accessible approaches. They may not be as trendy, but they’ll perform just as well. John Steinert on July 27, 2017     Predictive Marketing analytics (PMA)… is enjoying piles of VC … Continue reading Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now

This Is Why Marketers Shouldn’t Wait for Perfect Analytics

Kelley Schultz — April 13, 2017 — April 13, 2017 Digital marketers are trained to make optimization decisions based on data and analytics. We optimize our ads to improve click-through rate, we optimize our landing pages and keywords based on conversion rates, and we optimize our budget allocation based on attributed revenue and ROI. Digital … Continue reading This Is Why Marketers Shouldn’t Wait for Perfect Analytics

Why brick-and-mortar retailers need to go digital with analytics

Consumers still prefer in-store experiences overall, but columnist Allan Haims believes brick-and-mortar retailers need to take a page from online retailers and learn about their customers by leveraging analytics. Allan Haims on March 10, 2017   While online shopping continues to grow and meet consumers’ needs for convenience and competitive pricing, brick-and-mortar stores still ultimately … Continue reading Why brick-and-mortar retailers need to go digital with analytics

An introduction to streaming analytics for marketing and customer engagement

Contributor Paul Stanton explains streaming data analytics, a new big data strategy that’s gaining traction among marketers. Paul Stanton on February 7, 2017   Big data strategies support customer segmentation, user trends, pricing analysis, campaign results and other critical marketing needs. The hot big data strategy right now? Streaming analytics. Streaming data analytics is a … Continue reading An introduction to streaming analytics for marketing and customer engagement

How to Use Built-In Social Media Analytics to Uncover Hidden Insights

Gene Sobolev — January 2, 2017 Follow @GeneSobolev— January 2, 2017 “You can’t manage what you can’t measure,” management theorist Peter Drucker is often quoted as saying. This holds especially true for social media, where correct measurement is a non-trivial task. Most professionals use tools such as Mention, SproutSocial or Hootsuite to monitor and analyze … Continue reading How to Use Built-In Social Media Analytics to Uncover Hidden Insights

Standardize Your Analytics: From Initial Requirements to Data Outputs

Krista Park — January 16, 2017 — January 16, 2017 Analytics is an area of constant refinement and shifting opinions. While numbers themselves are concrete, our interpretations, evaluations, and meanings of them can change. Definitions and context are key to understanding and interpreting data. Why? Well, every site we track requires an agreed upon understanding … Continue reading Standardize Your Analytics: From Initial Requirements to Data Outputs

4 Ways AI Will Power Predictive, Real-Time Analytics

by Rajeev Dutt, Op-Ed Contributor, December 13, 2016 The estimated $70 billion television ad market is headed online, where millions of viewers stream, search, post and consume. This migration presents a golden opportunity to understand consumer preferences at unprecedented levels, enabling media and marketing professionals to improve targeting efficiency and ultimate success by anticipating behavior … Continue reading 4 Ways AI Will Power Predictive, Real-Time Analytics