Increase Analytics Influence: Leverage Predictive Metrics!
Almost all metrics you currently use have one common thread: They are almost all backward-looking. If you want to deepen the influence of data in your organization – and your personal influence – 30%...
View ArticleThe Most Important Business KPIs. (Spoiler: Not Conversion Rate!)
I was reading a paper by a respected industry body that started by flagging head fake KPIs. I love that moniker, head fake. Likes. Sentiment/Comments. Shares. Yada, yada, yada. This is great. We can...
View ArticleRobust Experimentation and Testing | Reasons for Failure!
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 truly is the bee's knees. You...
View ArticleTransform Data's Impact: Pick The Right Success KPI!
Your analysis provides clear data that the campaign was a (glorious) failure. It could not be clearer. The KPI you chose for your brand campaign was Trust, it had a pre-set target of +5. The...
View ArticleStrategic Marketing Analytics: CMO Dashboards That Rock!
An extraordinary amount of time, effort, $$$ are spent on building dashboards/scorecards for CMOs… Yet, the end result, nearly always, is a useless data puke. It turns out boiling the ocean is hard. To...
View ArticleScapegoating Analysts | Recognizing & Preventing A Bad Idea.
Here’s a sign that you’ve arrived as an Analyst or an Analytics team: At the first sign of failure reported by the data, most people blame you (Analyst/Data). Wear it as a badge of honor! It means your...
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