Category Archives: Web Analytics

See Ya @ eMetrics

Analytics Education, Web Analytics

I’ll be speaking at the eMetrics Marketing Optimization Summit on Wednesday, October 22 at 1 PM after lunch with the Summit Advisory Council.  How is it that I get scheduled in that “after Council” speaking slot every year?  Jim Sterne must not want me hanging with the Council too long…

I’ll be speaking about LifeCycle analysis and providing “how to act on the analysis” for the Marketing side.  If you are being asked to cut back Marketing budgets, LifeCycle analysis is a great way to understand the Financial ramifications of Marketing budget cuts and start getting Predictive.

Coming in on Tuesday so will miss the WAA event on Sunday for the first time.  On the flip side, I will be there through Friday afternoon ’cause I am presenting at the WAA Board meeting. 

So, for the first time since probably 2004, I will actually be there when the shindig closes.

Who’s doing what Thursday night?

Broken Online Model Endcap

Analytical Culture, Marketing / Tech Interface, Web Analytics

I’m going to leave the Requirements / Model issue to simmer for a while; thanks for all your help exploring it. I get the feeling people might want to connect with more practical ideas right now and not take on the windmills of the Tech / Marketing Interface.

So I’ll wrap up with a few relevant links to what others have recently said about this model / requirements problem.

Facebook COO

Yesterday, Ad Age tells us that Facebook’s Chief Operating Officer Sheryl Sandberg said this:

“Google and its competitors have made answering demands for information very profitable by selling ads attached to search requests, or demand fulfillment, Ms. Sandberg a former Google executive herself, noted.  “What no one’s figured out how to do is demand generation,” she said.  “We need to find a new model and new metrics,” she added.

It’s the Serendipity problem, right? You can’t Search for what you don’t know about already?

Continue reading Broken Online Model Endcap →

New Online Marketing Model First?

DataBase Marketing, Marketing / Tech Interface, Web Analytics

Well, the call for a new Online Marketing Requirements doc to correct the Wrong Model, Dumb Money problem did not get much traction so far.  So I’m thinking maybe you need a new Online Marketing Model first to hang the Requirements doc on.  Fair enough.

Here’s the challenge: I don’t think there is a universal enough agreement on what online brings to the Marketing party.  Sure, it gets explained in tons of ways, but for the most part these explanations are all Tactical stuff – do this, get that.

That’s not good enough, that’s too small, and it’s not unique to online.  CEO’s and CMO’s are looking for the Strategy edge, and they are looking for ways Online is a “logical fit” into the Marketing Mix.  What is online “for”, and perhaps more importantly, what can it do better than what we already have?

This is important because if you can get to this place, then you have leverage, then you have the ability to draw more money into Online Marketing / Analysis – because it is different.

  Continue reading New Online Marketing Model First? →