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.

KPI 127

KPI Advertising Metrics Measurement 127

Occam's Razor

OCTOBER 24, 2016

You want to win big with data, with marketing, with transformative digital yada yada and blah blah, evolve. Digital Attribution's Ladder of Awesomeness. Wait, Wait, What the Heck is Attribution? Digital Attribution's Ladder: Step Details. Step 4: Standard Attribution Models. Including data.

Metrics 146

Metrics Marketing Optimization Modeling 146

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”). The Step Change Analytics Obsessions List.

Marketing Analytics 88

Marketing Analytics Marketing Analytics Strategy 88

Occam's Razor

APRIL 2, 2012

Multi-Channel Attribution is a red hot topic in our industry, and yet it is so poorly understood. And as if that was not enough, :), I'll close the post with my thoughts on digital marketing attribution models. Multi-Channel Attribution. There are three types of attribution problems in our non-line world.

Modeling 152

Modeling Advertising Marketing Measurement 152

Occam's Razor

FEBRUARY 25, 2013

Every post is about unleashing the power of digital analytics (the potent combination of data, systems, software and people). But we've never stopped to consider this question: What is the return on investment (ROI) of digital analytics? Let's calculate the ROI of digital analytics. Analysts: Put up or shut up time!

Analytics 142

Analytics ROI Marketing Modeling 142

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.

Experimentation 101

Experimentation Testing Optimization Marketing 101

Occam's Razor

AUGUST 12, 2013

There are few things more complicated in analytics (all analytics, big data and huge data!) than multi-channel attribution modeling. By the time you are done with this post you'll have complete knowledge of what's ugly and bad when it comes to attribution modeling. Do You Have an Attribution Problem? ~

Modeling 161

Modeling Optimization Marketing Interactive 161

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. Some tools do pan-session analysis better than others, and there are a number of relatively new analytics solutions on the market today.

Modeling 124

Modeling Metrics Data Quality Data-driven 124

Occam's Razor

FEBRUARY 7, 2011

Nose to the grind "How do I" questions: David Walizer: How do you sell the value of web analytics to a skeptical client in 30 seconds or less? Nilaye Thakrar: What is the best way to attribute an offline sale to an online assist? By doing multichannel analytics! " It is going to be fun. Let's go!

Analytics 94

Analytics Measurement Metrics Predictive Analytics 94

Occam's Razor

SEPTEMBER 15, 2014

If you look at the mobile marketing strategies, you will see they don't reflect this shift to mobile. Remember, when someone says mobile analytics, first ask the clarifying question: Do you mean mobile application or mobile website ? Still, let me try to surprise you. Surely you are not surprised that digital finally beats TV.

Metrics 141

Metrics Reporting Analytics Marketing 141

Occam's Razor

JUNE 1, 2010

Yet for all our collective efforts at writing and tweeting and kvetching online marketing is still based mostly on faith. John Gustavson, President & CEO of the Canadian Marketing Association, invites a hand selected audience consisting of the crème de la crème of Canadian executives from a vast array of industries. Solutions. __.

Marketing 92

Marketing Measurement Advertising Metrics 92

Occam's Razor

JULY 1, 2008

This post bravely attempts to: 1 ] Highlight the importance of holistic multichannel analytics. This post bravely attempts to: 1 ] Highlight the importance of holistic multichannel analytics. There is perhaps no challenge greater than tracking offline impact of your online presence (campaigns or other activity). Because it is hard.

Analytics 116

Analytics Measurement Marketing Sales 116

Occam's Razor

NOVEMBER 18, 2014

Ok, so perhaps as the author of two bestselling books on analytics I love it a little bit more! In each case the creator did something interesting that made me wonder how I can use their strategy in my daily efforts in service of digital marketing and analytics. Be it looking at 1.1 Data visualized is data understood.

Visualization 143

Visualization Slice and Dice Predictive Modeling Metrics 143