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5 ways you're recklessly abusing your metrics

By Jarvis Mak Published May 23, 2012

High-quality data, if not used properly, can still lead marketers to make bad decisions. Consider these common ways that numbers are used to mismanage online ad campaigns.

The new definition of KPI: Keep people ignorant

By Gary Angel Published May 17, 2012

Without context and an understanding of the system at work, KPIs don't give us any useful information. Here's why KPIs are meaningless when viewed in isolation.

Why optimization is part data and part instinct

By Michelle Eule Published May 11, 2012

Numbers alone shouldn't be the exclusive guide to your decisions -- common sense and experience are just as important. Here are 10 things to consider when optimizing your marketing campaign.

How to convince your boss to fund content marketing

By Lior Levin Published May 09, 2012

You know the value of online content, but your boss might not. Here's how to convince your company that it pays off.

4 Google Analytics updates you should know

By Dan Brooks Published May 02, 2012

Recently, several sweeping changes have popped up in Google Analytics, catching marketers by surprise. Here are the crucial changes you should know about.

How to make the most of your data

By Tricia Gellman Published April 30, 2012

Marketers need to deploy a system that allows the whole organization to access, update, and maintain data. Here's how to ensure your company's information isn't stranded on a data island.

4 steps to ultimate data optimization

By Bob Gorans Published April 26, 2012

As the digital era evolves exponentially, organizations everywhere are recognizing the need to focus on data management. Use these tips to unlock optimization for your next campaign.

An analytics roadmap for marketers

By Eric Wittlake Published April 24, 2012

Measurement weighs heavily on every marketer's mind. As a result, actionable insights often fall by the wayside as results reporting becomes the primary objective. Here's how to stay focused.

Why time spent is the ultimate predictor of success

By Dylan Rebillot Published April 12, 2012

The most talked about advertising campaigns today enable consumers to spend time with the brand in a meaningful way. Use this article to help you edge out the competition.

3 reasons your analytics are useless

By Ali Behnam Published April 09, 2012

They say trends trump accurate numbers, yet erroneous data can render your analytics virtually useless. Read on to debunk this myth.

How to thrive as a second city agency

By Jim Nichols Published April 05, 2012

New York, Chicago, and L.A. may dominate the ad biz, but there are lots of strong agencies doing stellar work in smaller markets. Here's what it takes to succeed away from Madison Avenue.

Why your analytics strategy is failing

By Josh Williams Published April 04, 2012

In this age of online excess, marketers are being inundated with data. Here are four ways to improve your analytics through "data science," so you can get your company back on track.

5 display advertising metrics you should know

By Pablo Cohan Published March 05, 2012

According to comScore, the primary value of online ads is exposure, not clicks. That said, you still need something tangible to show your boss. Here are five simple, yet comprehensive metrics to effectively measure your campaign performance.

The metrics you should be using

By Jarvis Mak Published February 15, 2012

Metrics about online ad engagement or interaction (alone) do not translate to bottom line results as effectively as lifetime value. Here are three campaign metrics to start using now -- and three to toss.

4 tips for moving beyond last-touch attribution

By Jarvis Mak Published January 04, 2012

What can marketers do to accurately evaluate every touch point in their digital campaigns? Here are four ways to move past inferior measurement.

Does your agency stink or is it you?

By Denise Zimmerman Published January 04, 2012

It's really easy to blame the agency -- or the client. It's a lot harder to be honest with the issues and figure it out. Here are some insights to help brands and agencies work better together.