Customer Centricity is Not What You Think

It is literally everywhere now … customer centric experiences, customer centric marketing, customer centric sales force and yet most people use this term incorrectly. If you cannot individually quantify who is a good customer and who is not, then you cannot be customer centric. Period. This is the main reason I am hosting the Customer…

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The Customer Centric Revolution is Here

One Thursday night in Philadelphia, a group of seven executives gathered for a Thought Leadership dinner hosted by myself and Professor Peter Fader. It wasn’t just any Thursday night. There were protests in the street for the second night after the election and traffic was snarled throughout downtown. And yet they came. I’d like to…

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The Crisis of CMO Leadership in Data-Driven Marketing

Data hell It is Sunday morning and you, the analyst, are just beginning to review and assemble the data pulls that will get pushed out on Sunday night for the Monday morning executive report. Blocks in Excel need to be debugged. Data is missing from a different source. You go through an immense amount of…

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How to Make it Rain Money in Digital Marketing

A few weeks ago I reached out to fellow XChange attendee and friend, Bob Page, because I wanted to understand more about the modern data architectures driving high speed analytics. Bob is the VP of Partner Product Management at Hortonworks, a company that enables modern data architecture via Apache Hadoop. I like technology so I often…

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Two Ways to Create Customer Bliss with Choice

Last week I ventured out to what I thought was a digital marketing networking event. In the usual manner, I checked in, picked up my drink ticket and then went to put on a name badge. And that is where I was greeted with an unexpected degree of complexity. Yes, there were actually 10 choices…

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Book Review: The Signal and the Noise
by Nate Silver

Nate Silver’s the Signal and the Noise is a forecasting book with broad appeal. Read this book if you want to understand more about decision-making, statistics and predictive analytics without having to mine a text book. The book is richly researched, well organized and packed with engaging examples. It is especially valuable for digital analytics…

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Why your KPIs are meaningless (and what to do about it)

This post originally ran in OnlineBehavior.com in January 2014. It’s that “most wonderful time of the year” when annual reports are generated explaining what the digital team did and the value it produced. Yet, if like many companies, you report value as page view volume, visit volume, social likes or tweets, then your boss is most likely to…

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Modern Digital Analytics Tools

Here’s the original copy of an article I wrote for online-behavior.com. You can see the published version here if you like. It’s based on my presentation at the Seattle Digital Analytics Association which I have to say was a whole lot of fun. A new generation of digital analysis tools are arriving. A generation where speed is…

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High Powered Social Media Metrics

Here is a great list of powerful metrics to use on social media. I’ve culled these from Gary Angel’s Semphonic presentations which are available here.   Community Metrics (like Facebook or Google+) •Incremental Reach: New visitors to the Community from Non-Branded Natural Search •Effective Reach: Direct Community Traffic + Non-Competitive Search Traffic Visits/ All Visits •Community…

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Overlooked, Underloved, and Unknown Analytics

I am very excited to be attending the upcoming OMS Seattle 2011 event. I will be hosting a presentation titled “How Sexy is your Data?” where I will talk about using the new Google Dashboards and other V5 goodies. Also, I will cover some fundamentals of good data visualization and tracking of social media traffic. Did…

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Conversion Testing Best Practices

Conversion (B2B/B2C) Marketers are beginning to understand the value of testing but still so few are doing so. This post is a summary on building a testing environment within your org (beyond simply purchasing the platform) and best practices for the tests you will run. This is from a session I moderated at OMS San…

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What Tool Will Measure My Impact on Twitter?

Recently my friend, June Dershewitz came to visit me in Portland, Oregon. While we were chatting about work we got on the topic of Twitter and since I spend so much of my time measuring websites, I asked her what tool could I use to measure my impact on Twitter? Now I am familiar with twitter, but…

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How to Pitch to C-levels in 3 Easy Steps

One of the most frustrating things about the eMetrics 2008 summit in San Francisco was the incessant whining about pitching C-levels. In a room full of “report monkeys” as Avinash called us, there seems to be a huge disconnect between the avalanche of data and simple actionable results. I have spent a fair amount of…

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