Digital marketing and data analytics are two of the hottest professions to be in. The industry is filled with opportunity and the opportunities span across wide variety of applications. With fast growth, there is always a question of how to either become a digital marketing leader or how to become a digital marketer. I think both are valid questions and … Read More
IBM Benchmark Live: Solve your Holiday Marketing Struggles with Realtime Analytics
I rarely review individual products on my blog because I am a strong advocate of analytics and data integration methodology instead of one quick fix. However, I would like to make an exception this time because the product I will be discussing is a pretty timely and beneficial tool for holiday marketing. (disclosure: I am an IBMer but the blog … Read More
Solving Digital Conversion Struggles using Lifecycle Analytics
Last time I wrote a post about the customer lifecycle my intention was to bring forth the idea of mapping customer’s journey in the digital purchase process. In this post, I would like to continue the conversation further building on the idea of the customer lifecycle analysis and how it can be made actionable. We will also discuss how to … Read More
Forrester Web Analytics Wave 2014 report [Download]
Every three years, Forrester Research conducts industry’s most thorough study on analyzing digital or web analytics tools providers in the market. Forrester’s evaluates top enterprise grade digital analytics vendors on 75-point criteria and articulates the findings in their popular Wave report in three high-level categories: Current offering: What are the current features set and capabilities around data handling; metrics, dimensions, … Read More
5 Dirty Display Media Attribution facts Marketers don't want to talk about
Last week, we discussed the different types of attributions for multi-channel marketing. We also talked about how statistical attribution trumps traditional models every single time. This week, I want to discuss a rather serious and mostly ignored issue of online display ad attribution. The issue is so frustrating as it skews the entire digital marketing model and requires a fix … Read More