Occam's Razor

OCTOBER 21, 2013

This led to the problem we, Marketers, SEOs, Analysts, fondly refer to as not provided. Following revelations of NSA activities via Mr. Snowden, Google has now switched almost all users to secure search, resulting in even more user search queries showing up as not provided in all web analytics tools. No keyword data in analytics tools.

Optimization 154

Optimization Reporting Experimentation Metrics 154

AWS Big Data

FEBRUARY 1, 2023

Every day, Amazon devices process and analyze billions of transactions from global shipping, inventory, capacity, supply, sales, marketing, producers, and customer service teams. Storage and redundancy – Due to the heterogeneous data stores and models, it was challenging to store the different datasets from various business stakeholder teams.

Optimization 52

Optimization Forecasting Data Lake Metadata 52

Occam's Razor

APRIL 13, 2015

The 80/20 rule applies to our use of web analytics tools as well. I recommend that periodically you gather folks around you for lunch, pull up Adobe Analytics on the big screen in the conference room, let each person expose one hidden report or feature. Affinity & In-Market Segments: Understand Your People Better.

Analytics 155

Analytics Reporting Metrics Slice and Dice 155

Occam's Razor

SEPTEMBER 24, 2012

This audience is immensely attractive to Brands and Marketers around the world. Completely ignore the question of whether Facebook works (for many, many, many companies it is a very effective marketing channel). It is always so cool to run marketing campaigns in large homogenous markets (like Europe, Asia, or large chunks of the US).

Advertising 165

Advertising ROI Metrics Marketing 165

Occam's Razor

MARCH 30, 2017

It’s implications are far and wide, even in the narrow scope that I live in (marketing, analytics, influence). Machine Learning | Marketing. Machine Learning | Analytics. My goal: Stay ahead by solving new challenges. Machine Learning | Marketing. AI | Now | Global Maxima. Rinse and repeat.

Marketing Analytics 166

Marketing Analytics Marketing Analytics Deep Learning 166

Occam's Razor

SEPTEMBER 9, 2013

This post covers an important evolution in Google Analytics' segmentation power. I'm so excited about this because we can finally focus on people, multiple visits by the same person, the multiple media/marketing touch points for the same person and do some pretty cool cohort analysis. Read the above post. Come back excited.

Analytics 145

Analytics Metrics Marketing Reporting 145

Occam's Razor

APRIL 8, 2013

This thought was in my mind as I was reading Lean Analytics a new book by my friend Alistair Croll and his collaborator Benjamin Yoskovitz. In this post, we’ll look at each of the four steps in the Lean Analytics Cycle in more detail. Experiments come in all shapes and sizes: A marketing campaign. Try to understand your market.

Metrics 156

Metrics KPI Analytics Key Performance Indicator 156

Occam's Razor

SEPTEMBER 19, 2011

With a plethora of digital media channels at our disposal and new ones on the way every day(!), How do you get over the frustration of having done attribution modeling and realizing that it is not even remotely the solution to your challenge of using multiple media channels? We have to do Email Marketing.

Measurement 119

Measurement Advertising Testing Marketing 119

Occam's Razor

JULY 6, 2016

Yes, I worry that Analysts, and Marketers, are spending too much time with their head buried in custom reports and advance segments and smart calculated metrics and strategic or tactical dashboards. Additionally, you are spending your day in the warm embrace of Adobe or Google Analytics because your job is set up as "data people."

Testing 86

Testing Marketing Experimentation Cost-Benefit 86

Occam's Razor

NOVEMBER 5, 2012

The Data Presentation Challenge. The next bit is some digital data, perhaps over 29 days (days to conversion?). And my biggest challenge was: Will a lay person (CEO!) Another subtle problem is that, completely unintentionally, it makes digital look bigger than it might be. While I love digital (Go Internet!),

Analytics 142

Analytics Metrics Visualization Dashboards 142

Occam's Razor

APRIL 4, 2016

Known gaps of what's unknown (particularly relevant in digital data). Novice Analysts get so caught up in the skepticism that they become paralyzed because if you even lift the covers under digital analytics a tiny bit, the way data is collected with scare the bejesus out of you. Oh, and offline analytics?

Marketing 93

Marketing Strategy Analytics Reporting 93

Occam's Razor

JANUARY 2, 2013

In the coming year, based on current announcements , Google Analytics is set to go through an almost unprecedented amount of evolution. My favorite is Visitor Analytics, and visitor level segmentation that will be pervasive throughout the product. My postulation is that by this time next year the tool will be almost unrecognizable. [My

Strategy 159

Strategy Analytics Reporting Metrics 159

Occam's Razor

MARCH 19, 2018

If you pause and consider how this data is collected, via a small triple digit sample self-reported survey results, you’ll quickly realize that the error range in this data is likely a few points. Even better, why not just have one line of text: Percent change in marketing budgets = +1.8 If that’s true, showing the.6,5

Visualization 130

Visualization B2B Dashboards Marketing 130

Occam's Razor

MARCH 12, 2012

Is there anything in the analytics space that is so full of promise and hype and sexiness and possible awesomeness than "big data?" Here's the "bigger web analytics data" picture from 2007… Multiplicity! It was an incredible challenge, thanks to Strata co-chairs Edd Dumbill and Alistair Croll.

Big Data 127

Big Data Data-driven Unstructured Data Marketing 127

Occam's Razor

JUNE 4, 2012

These insightful reports are from the six I'd created for my latest video for the Market Motive Web Analytics Master Certification course. My latest video was on how to find meaningful insights, faster, when performing paid search analysis with web analytics tools (rather than, say, the AdWords or Bing UI).

Reporting 127

Reporting Analytics Metrics Advertising 127

Occam's Razor

JANUARY 31, 2017

Very often the output of our work with Big Data or Small Data, Google Analytics or R, will end up in a few cells of a spreadsheet or a table in Word/Keynote/PowerPoint. I'll share the before version, and I want you to challenge yourself, create a better after version, and share it with me. An important assumption.

Visualization 148

Visualization IT Strategy Key Performance Indicator 148

Occam's Razor

MARCH 7, 2022

In our world – marketing research and analytics – that word has come to represent data puking. It is published 50x/year, and shares bleeding-edge thinking about Marketing, Analytics, and Leadership. We challenged each other by saying, are you sure that is an out-of-sight? Go for insights! The Problem.

Key Performance Indicator 101

Key Performance Indicator Strategy Marketing Publishing 101

Occam's Razor

FEBRUARY 7, 2022

Since you're reading a blog on advanced analytics, I'm going to assume that you have been exposed to the magical and amazing awesomeness of experimentation and testing. It is published 50x/year, and shares bleeding-edge thinking about Marketing, Analytics, and Leadership. It truly is the bee's knees. Billboards!

Experimentation 101

Experimentation Testing Optimization Marketing 101

Occam's Razor

OCTOBER 24, 2016

The challenge for Senior Leaders is that revolutions seem a lot more attractive and hence they charge full speed ahead. You want to win big with data, with marketing, with transformative digital yada yada and blah blah, evolve. Digital Attribution's Ladder of Awesomeness. Evolution works. Step 1: Optimal Metrics.

Metrics 146

Metrics Marketing Optimization Modeling 146

Occam's Razor

JANUARY 7, 2019

My professional areas of interest cover Customer Service, User Experience and Finance, though here on Occam’s Razor my focus is on influencing incredible Marketing through the use of innovative Analytics. First… The Analytics top ten things to focus on to elevate your game this year…. The Step Change Analytics Obsessions List.

Marketing Analytics 88

Marketing Analytics Marketing Analytics Strategy 88

Occam's Razor

JULY 15, 2014

Dashboards are every where, we will look at a lot of them in this post and they are all digital. digital performance. Just imagine how useful it would be in a non-analytical environment like a museum. This is our challenge. Here's another example: Those of you who've read Web Analytics 2.0

Dashboards 159

Dashboards Key Performance Indicator Snapshot Slice and Dice 159

Occam's Razor

JANUARY 4, 2022

The paper from the respected body made me open PowerPoint and create a visual that would make the case for never identifying Conversion Rate or ROAS the Most Important KPI in your company / practice of analytics. It is published 50x/year, and shares bleeding-edge thinking about Marketing, Analytics, and Leadership. CoGS, and 3.

KPI 127

KPI Advertising Metrics Measurement 127

Occam's Razor

MARCH 25, 2014

You have to have a deeper understanding of the business, an expansive knowledge of what is possible (and not just inside Google/Adobe Analytics), and, this is so, so, so important, the ability to balance the now and the near future. this is a non-trivial challenge. Focus on all three with everything you do with digital analytics.

Metrics 155

Metrics Marketing Strategy Key Performance Indicator 155

Occam's Razor

MAY 31, 2016

Her note read: "… and it is pretty impressive that you've managed to stay relevant for a decade, it is a very long time in digital years…" It gave me a pause. My very first post, audaciously, was titled Traditional Web Analytics is Dead (05/15/06). The 10 / 90 Rule for Magnificent Web Analytics Success.

Marketing 77

Marketing Consulting Analytics Recreation/Entertainment 77

Occam's Razor

MAY 2, 2017

I usually ask them back: What are you trying to get done with your digital strategies ? That then takes us down the very best way to answer that question, to use the five-step process to build out the Digital Marketing and Measurement Model. All I have access to is just a cursory review of their digital existence.

Metrics 141

Metrics Key Performance Indicator B2B Measurement 141

Occam's Razor

MAY 20, 2013

" comfort zone, and out of your Google Analytics, Site Catalyst, WebTrends worldview silo. Digital is an obsession for almost everyone who reads this blog. Let's try to do that today with a very simple story, one that I hope will have much broader implications on your digital success measurement. Sounds like fun?

Analytics 139

Analytics B2B Measurement Advertising 139

Occam's Razor

APRIL 2, 2012

And as if that was not enough, :), I'll close the post with my thoughts on digital marketing attribution models. Yet when most of my digital peers talk about this topic, they're not talking about MCA-O2S. Two helpful blog posts on multi-channel analytics: 1. This is going to be a lot of fun. It's mandatory.

Modeling 152

Modeling Advertising Marketing Measurement 152

Occam's Razor

AUGUST 11, 2015

You can download them into your Google Analytics account via one click (along with some lovely Advanced Segments and a Dashboard). Today, I want to share a few of my recent favorites that solve day-to-day challenges in clever ways. Many custom reports are wrong because we mess up the fundamental data model in analytics.

Reporting 158

Reporting Analytics Metrics Key Performance Indicator 158

Occam's Razor

AUGUST 12, 2013

There are few things more complicated in analytics (all analytics, big data and huge data!) So, let's apply Occam's Razor to this complicated challenge. Here's the outline of our incredible multi-channel attribution modeling adventure: ~ Three Unique Attribution Challenges. ~

Modeling 161

Modeling Optimization Marketing Interactive 161

Occam's Razor

DECEMBER 12, 2016

And, as if unlimited is not enough, nearly every month your analytics vendors release new features, you discover new analytics solutions, and as your business is more successful (hurray!) What guarantees that agility and innovation are present in your analytics practice? It is not even an analytics tool.

Analytics 141

Analytics Data-driven Strategy Consulting 141

Occam's Razor

MAY 27, 2015

In a recent set of keynotes and consulting engagements in the US, UK and Canada, I've had an overwhelming feeling that in very fundamental ways some companies make imprecise choices when it comes to their digital strategy. Because, I'm sure like you, I'm humbled by the immense opportunity digital presents.

Marketing Analytics 153

Marketing Analytics Marketing Analytics Advertising 153

Occam's Razor

DECEMBER 9, 2013

The most common mistakes digital practitioners and leaders make is to either do things in the wrong order, or to try and do too much at one time. Progress in digital marketing and analytics in either scenario becomes painful (the organization / systems / thinking is simply not in the optimal position). And so much more.

Marketing 165

Marketing Analytics Key Performance Indicator Optimization 165

Occam's Razor

FEBRUARY 25, 2013

This blog is centered around creating incredible digital experiences powered by qualitative and quantitative data insights. Every post is about unleashing the power of digital analytics (the potent combination of data, systems, software and people). Let's calculate the ROI of digital analytics.

Analytics 142

Analytics ROI Marketing Modeling 142

Occam's Razor

FEBRUARY 28, 2017

A story where data is the hero, followed by two mind-challenging business-shifting ideas. Zeroing in on digital specifically I wanted to create an north-star for brilliance to emanate through solving of tough problems over time. Bonus: Remember, you can measure profit everyday in Google Analytics! ]. Truly omg coolness.

Key Performance Indicator 106

Key Performance Indicator Metrics Measurement Advertising 106

Occam's Razor

AUGUST 13, 2012

A couple weeks back I'd requested the nice folks following me on Google+ and Facebook to submit their most important digital marketing and analytics questions. Yehoshua Coren: Best ways to measure user behavior in a multi-touch, multi-device digital world. I'll answer those questions, and more, in this post.

Modeling 124

Modeling Metrics Data Quality Data-driven 124

Occam's Razor

APRIL 30, 2018

The Marketing Industrial Empire is made up of number of components. And I'm only talking about the small portion of your existence that is your marketing and analytics. Can we test different spending levels in that market? So, what is the passive consumption challenge? Was that a great ad?

Advertising 117

Advertising Metrics Measurement Insurance 117

Occam's Razor

JANUARY 4, 2016

, I've consistently complained about a fundamental flaw in Web Analytics tools: They incentivize one night stands , rather than engagements matching customer-intent. This leads to owners of digital experiences (insanely) expecting all visitors to their websites to convert right away – anything less than that is a failure.

Metrics 88

Metrics Analytics Cost-Benefit Key Performance Indicator 88