When it comes to making analytics and digital marketing mistakes, there are few ways to thoroughly break your company and your efforts as effective as bad data. Let’s look at some common mistakes today in the data lifecycle. Collection Two fundamental mistakes occur in collection. First, starting with the wrong question (or no question at…
When it comes to making analytics and digital marketing, there’s a very clear lifecycle of how to make data useful. Let’s take a look at the four step cycle. Collection The first part of the data lifecycle is collection of data. What are you going to measure? Typically, this starts with a question, like “How…
Last week, we looked at 3 markets you need to know, the TAM, SAM, and SOM. Let’s take a closer look at how you might derive those numbers, since pie in the sky guesses don’t help you or your business at all. Let’s start with TAM. Data for the TAM is usually so broad that…
Reading. See you tomorrow.
With the announcement of Google+ personal URLs, I thought it might be a good time to remind friends that you have always been able to have personalized URLs for Google+ or any social network as long as you had a domain and the ability to do a custom redirect. The Basics A redirect is nothing…
To finish out the week, I’ve got a 4 minute video I did for this week’s Marketing Over Coffee episode on how to set up Google Analytics Advanced Traffic Segments for social media. If you want to see changes in individual networks over time, this is the way to go. If you’re not subscribed to…
Last night at the dojo (the Boston Martial Arts Center), one of the junior students asked me if they could have a copy of my class notes. I declined as usual, and when asked why, I explained. My class notes, the stuff that I take notes on, is more than anything a compendium of wrong…
If there’s one addiction I have in the productivity space, it’s constantly looking for better, more effective, faster email productivity apps. Baltimore startup Mailstrom made it onto my radar scope recently via Greg Cangialosi, and it’s pretty darned awesome. What does it do? In short, it lets you take a very fast first pass at…
What does it take to tip over a decision in someone’s mind to take action? What does it take to get people to share something, to make it “go viral”? What do these two phenomena have in common? They both share what’s called the self-organized criticality phenomenon. In their 1987 paper, scientists Per Bak, Chao…
