Occam's Razor

AUGUST 22, 2011

Blogging Experience Articles. + Key To Your Digital Success: Web Analytics Measurement Model. Redefining Innovation: Incremental, w/ Side Effects & Transformational. " Measuring Incrementality: Controlled Experiments to the Rescue! How Do I Measure Success? Find people?"

KPI 124

KPI Metrics Measurement ROI 124

Occam's Razor

SEPTEMBER 19, 2011

Oh, and the killer question… if you invest in multiple channels, how much incrementality does each channel bring to your bottom-line? Controlled experiments! You need people with deep skills in Scientific Method , Design of Experiments , and Statistical Analysis. What is the incremental value of doing email?

Measurement 119

Measurement Advertising Testing Marketing 119

Occam's Razor

SEPTEMBER 24, 2012

A Facebook employee (FBe) gave a talk about measuring ROI/Value of Facebook campaigns. FBe's recommendation was (paraphrasing a 35 min talk): Don't invent new metrics, use online versions of Reach and GRPs to measure success. From that analysis, they could identify the incremental sales in country X compared to Y, Z and A.

Advertising 165

Advertising ROI Metrics Marketing 165

Occam's Razor

OCTOBER 24, 2016

Step 8: Nonline Controlled Experiments. Step 9: Advanced Controlled Experiments. The most primitive thing you can do to have a very strong people, process, structure foundation is to pick great metrics to measure. Most of you already measure the heck out of this. (If Step 4: Standard Attribution Models.

Metrics 146

Metrics Marketing Optimization Modeling 146

Occam's Razor

APRIL 2, 2012

Included in the post are recommendations for measurement and data analysis. That's because when it comes to MCA-O2S your only bffs are a set of 16 strategies I've outlined over two posts (links immediately below) or the fantastic world of controlled experiments (as in the Verizon case above). It's mandatory.

Modeling 152

Modeling Advertising Marketing Measurement 152

Occam's Razor

JANUARY 7, 2019

In those moments, you are not thinking of delivering incremental change… You are driven by a desire to deliver a step change (a large or sudden discontinuous change, especially one that makes things better – I’m borrowing the concept from mathematics and technology, from “step function”). Run one super-large controlled experiment.

Marketing Analytics 88

Marketing Analytics Marketing Analytics Strategy 88

Occam's Razor

FEBRUARY 7, 2011

If you are a consultant then identifying opportunities is a smidgen harder, but you can use your experience with other clients to quantify value. I see this: KW: "Avinash is a awesome" Visits: 2 KW: "Avinash is not awesome" Visits: 0. Sadly David, nothing like that exists. 7 Best Practices, Bonus Tips.

Analytics 94

Analytics Measurement Metrics Predictive Analytics 94