Advertising Metrics ROI Scorecard 
Occam's Razor
JUNE 4, 2012
Paid Search is in a silo under Advertising (where nothing else exists, all other advertising you do is conveniently hidden away under, get this, Traffic Sources > Sources > Campaigns!). Never create a custom report without Acquisition, Behavior, Outcome metrics. Be insanely relevant (pick the critical few metrics ).
Occam's Razor
JANUARY 30, 2012
When it comes to data analysis, you are usually more likely to see me share guidance on advanced segmentation or custom reports or advanced social metrics or controlled experiments or economic value or competitive intelligence or web analytics maturity or one of an infinite number of difficult, if hugely rewarding, things. Not today.
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