August 30, 2019

In 2016, I attended Martech London. I collected a handful of quotes that were poignant and really seemed to speak to where the industry was at and where things were going in 2017. Maybe I was going to write a blog post about them and never did, I don't remember. But lo...

August 16, 2019

Recently every project I've worked on has benefited from putting together an ecosystem diagram. Not everyone knows what these are, how to create them and how useful they can be, so I thought I'd write a little about them.

What is a Marketing Ecosystem Diagram?

An marketi...

September 11, 2018

Analytics isn't just about numbers; it's about understanding purpose.

When looking for key performance indicators, or KPIs, in their digital ecosystems, people often ask, "What numbers do I need to be watching?"

There are so many numbers—bounce rate, time on page, fu...

February 7, 2018

Let's talk about touch points. In marketing we have this understanding that customers and potential customers interact with the brand and it's assets in a lot of different ways. We create ads and content to go in different places all with the intent of inspiring intere...

December 14, 2017

Here's the thing with KPIs--they can be anything you want. And too often, they end up being just that. However, performance should be judged based on the value that is created. Unfortunately, most people don't realize how many assumptions they are accepting when they d...

December 6, 2017

This year's Gartner CMO Spend Survey is really great. In fact, I like it better than last year. Whereas the last one was all about growing capabilities (mainly by layering on martech), this year is all about results.  Now that everyone has spent a ton of money upgradin...

November 14, 2017

Datorama recently published a white paper called "How AI is Transforming Marketing -- Making the Impossible Possible". Because AI is the shiny new thing, I was naturally curious.  

As it turns out, the paper was pretty good. Here is a summary:

AI helps in three areas:

  • ...

May 31, 2017

“Analytics storytelling” is a very popular topic. Lots of people talk about “storytelling with data”, but rarely have I ever seen true storytelling with data in a standard marketing performance review. I’ve been involved in analytics for a long time and the concept of...

May 6, 2017

It is inevitable that sooner or later you’ll run into a manager that seems to manage by chaos. These people are easy to see. They often have every page of their website taped to the walls of their office and printouts of every ad they are running. They are booked in ba...

May 2, 2017

Every so often I find an article about web analytics that is a great reminder of something. This article by Sayf Sharif does a great job of describing the problems of web attribution and how direct traffic (which has no attribution) can mask the customer journey.

It get...

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