Marketing

14 Dec Your org chart may be your problem

Org StructureAs humans we’re good at sorting things into piles -- very young children can put all the blocks together in one pile, all the little animals together in another. It’s easy, and we can see the sense in it. Now that we’re grown up, we’re still tempted to group things together that seem similar, but sometimes it slows us down. A lot of businesses group their analytics departments with their IT -- all techies together, we think -- they’ll keep each other company. But there are some genuine costs to this simple choice: when the IT department is in charge of the analytics department, we shouldn’t be surprised if analytics begins to elevate the priorities of the IT department, at the expense of the core values of the company. With analysts under the thumb of IT, the KPIs that are being delivered are about optimizing IT processes.
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07 Dec Why data analyst pushback is good for your company

directing trafficAs a business executive you’ve got a lot to do--your responsibilities are many and varied, and it feels important for the people around you at your company to be team players and smooth the way whenever possible. But what if rather than smoothing your way, that approach is getting in your way, or even causing you to lose your way? Here’s how things usually go: you have an idea about some information that your website can provide, so you go to your web analytics team and tell them what you need. Chances are, you’re going to get it, but maybe you shouldn’t. In order for web analytics to contribute to the core mission of your company, the thing you ought to get from your analytics team is pushback.
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17 Nov Marketing Data Analytics – a look at the year ahead

big-data-2Perhaps the most noticeable change in the field of data analytics is how rapidly it’s growing. Every year companies are able to gain more data from their customer interactions, and the lag time between feedback and insights continues to shrink. It’s also true that customers are often very informed, coming to your website already knowing what they want, and how much they’re prepared to spend. Data analytics is the means by which companies can better connect with those savvy customers. In order to make use of growing data resources, companies will benefit from understanding how analytics and data capture works, and they’ll want to devise an effective analytics strategy for the near and long term.
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11 Nov Psst — No News might be Bad News.

Originuum-Communication---Simbolo-Logotipo---1.0.0If you’re not hearing from your data analysts, it could be that everything is fine, your website humming along like clockwork. But that’s not really a safe assumption to make. The last time an analyst brought you news that there had been an unexpected failure in data capture, you might have been understandably frustrated, and some of that frustration might have ended up being directed at the analyst. How eager do you think that analyst now is to go looking for problems?
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11 Oct Marketing and Analytics: What I’ve learned

Marketing analyticsI’ve worked in digital media and marketing for almost two decades -- but I’ve only been on the data side for a few months, since joining Tracking First. There’s an astonishing amount to absorb! As I’m going through it in real time, I’ve decided to write down my observations. It will be fun to check back in a couple of years, to see how my perspective continues to change. Here’s what I’ve learned so far:
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05 Oct Marketing data and musical chairs

Musical chairsI’m guessing that it might have been some time since you last played musical chairs, but you remember how it works: count the number of kids, set that number of chairs, minus one, in a circle, range everyone around the chairs, and start the music. They move warily along the perimeter, sometimes hanging back, sometimes rushing forward, until the music stops. At that point there may be shrieking, jostling, possibly shoving, and then the dust settles: all the chairs are filled, and one dejected child is left standing.
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28 Sep Interview with our CEO, Pt. 2: the future of the Analyst role

I got a chance to sit down recently with our CEO, Craig Scribner, to ask him a few questions about his past work as an analyst and about the factors that prompted him to found Tracking First. Click here to read Part 1, about founding the company. JR: You've worked as an analyst for most of your career. How do you see the role of data analyst changing? CS: With an increasing number of tools like ours, I hope to see analytics folks move away from being data compliance gatekeepers and become core players who provide insight.
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20 Sep Three reasons why digital ad campaigns fail, and what to do about it

SONY DSCI’ve worked in digital media for almost 20 years, with 15 of those years working for an online news publisher supported by advertising. I can tell you that 15 years of watching thousands of ad buys of all sizes and campaign launches of all types, and seeing the subsequent click results, gives you a sixth sense about which ad campaigns are going to generate a response and which will miss the mark entirely. Below are some of the typical traps that vendors fall into in their digital marketing. Almost without exception, these will make a campaign tank. If they seem obvious to you, take comfort that many other vendors are still repeating these mistakes. And rest assured: even though I know these truths in my bones, I still need to be reminded occasionally, too.
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