Measurement

This post is about one of the many issues facing anyone trying to do marketing attribution – how do you measure the impact of offline activity on online success? If you’re selling online, but you’re carrying out offline activity (TV ads, magazines, direct mail, events, arguably word-of-mouth) then you don’t get this sort of insight […]

I was excited this week about the prospect of finally having the time to play with Google Analytics’ advanced Multi-channel Funnel (MCF) functionality. As announced at their summit last year, they’ve extended their advanced attribution modelling to all GA users and this provides the opportunity to (finally!) try and attribute some measure of value to

Quite a simple post this time round. Essentially how I measure the success of a given campaign or piece of marketing work. NB: This isn’t the Holy Grail of properly attributed marketing ROI – when I’ve worked that, I’ll post it up, if I haven’t retired first – but instead a framework for how to

The book Competing on Analytics by Thomas Davenport and Jeanne Harris is a short but very interesting read about the need for organisations to significantly improve their analytical capabilities if they want to compete in the modern marketplace. The argument, quoting directly from the author is that: In today’s global and highly interconnected business environment,

Anyone who’s worked in a digital marketing environment will probably recognise one of the following two scenarios – 1) You’re merrily working through your day when you check up on a KPI graph that normally bobs along nicely only to see some unpleasant looking change (generally a “drop” of some sort). Panic. 2) You’re merrily