Category: Analytics


Understanding the Value—and Limitations—of Marketing Attribution Systems Digital marketing continues to expand, both in scale and opportunity. A decade ago, digital marketers were limited in the ways they could connect with customers, but now have a multitude of display opportunities: paid search (text and shopping), marketplaces with Amazon and eBay, video, and myriad social channels.  … Read more

One simple question to start us off: what percentage of your sales is transacted offline with no correlation to online marketing activities? Odds are, if you are a B2B company or even B2C, there are a portion of sales that may not be recorded in analytics platforms that were built to monitor the efficacy of  … Read more

During one of my many long training sessions, it occurred to me that the process our Analytics Team uses to design and implement an analytics program for our clients is strikingly similar to the process that I went through as I’ve built my triathlon training program. It turns out that, regardless of whether you need  … Read more