Traditional economic wisdom about solving problems and incentives says: We get what we pay for. As a logical corollary, we don’t get what we don’t pay for. This is known as opportunity cost. We focus on what we want, and leave behind the things we judge less important. At a small level, this is an…
One of the most misunderstood and misinterpreted terms in marketing analytics and business measurement is the key performance indicator, or KPI. What is a key performance indicator? What determines a KPI? How do we know which metrics we measure are KPIs and which aren’t? Let’s dig into some answers to these questions. A KPI tells…
In my work as a public speaker, I’m privileged to talk to so many marketers about their marketing and measurement challenges. One consistent theme that keeps cropping up is about metrics, and more importantly, the use of them in our marketing. With so much data, what should we pay attention to? What should we or…
Do industry marketing benchmarks matter? Consider these two benchmarks, completely out of context: The average clickthrough rate (CTR) is about 4% for B2B. (source) The average Facebook organic reach for pages with 500 likes or more is 2.11%. (source) Do these benchmarks provide you any useful insights? On the surface, they might seem to, but…
Digital marketing has an attribution problem. We’re stymied by encrypted search, which takes away our ability to detect basic information about where our visitors are coming from or what they searched for. We’re challenged by dark social, which takes away search and attribution data from mobile apps like WeChat, WhatsApp, etc. Social analytics company Radium…
Samantha Anderson asked, “How do you set goals in Google Analytics for non-profit organizations?” Regardless of business type, almost every kind of business or organization has financial interactions. Even the most noble non-profit still has expenses that it must pay – salaries, rent, electricity, etc. The only organization which truly doesn’t need to focus on…
Personal branding has been a hot topic since the dawn of the digital age. In the last 13 years, it’s become one of the most searched topics by people: However, one area of personal branding has remained elusive: measuring it effectively. Many personal branding guides, coaches, and textbooks advocate tracking little bits of data here…
Personal branding has been a hot topic since the dawn of the digital age. In the last 13 years, it’s become one of the most searched topics by people: However, one area of personal branding has remained elusive: measuring it effectively. Many personal branding guides, coaches, and textbooks advocate tracking little bits of data here…
