Category: Metrics
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You Ask, I Answer: Favorite Marketing Data Tracking Tools
Magdalena asks, “What are your favorite tools to track data and which one are you using on daily basis?” I’m a huge fan of source data, so whenever a practical API is available, I’ll use it. For social media, I use Brand24 and Crowdtangle almost daily. For owned digital, Google Analytics is my one source…
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You Ask, I Answer: Instinct Versus Data
Magdalena asks, “How much should our actions depend on what the numbers and indicators show us? Is there any space for what we feel works well, even if after a month or two, the results don’t prove that?” There’s plenty of room. First, consider the data. Data must meet the 6C Framework for Useful Data:…
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You Ask, I Answer: Establishing Marketing Key Performance Indicators
Magdalena asks, “From your point of view, what are the main indicators of performance in marketing?” It depends. What is the goal of your marketing? That’s what the key performance indicator is. I define KPI as, if this number goes to zero (or the maximum bad state), you get fired. So for every company, and…
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You Ask, I Answer: Data Analytics, Intelligence, and Science
Yariv asks, “What are the differences between data analytics, data science, business analytics, and business intelligence?” It depends on who you ask. Thanks to consulting and marketing, these terms all have varying degrees of overlaps, and companies which make their money on clarifying terms like this – consulting shops – often have conflicting definitions. You’ll…
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You Ask, I Answer: Google Data Studio Dashboard Best Practices
Glen asks, “What’s the best way to use Google Data Studio for marketing reporting?” While I appreciate the sentiment, there is no one best way. Rather, there are ways to think about setting up Google Data Studio that help you get the answers you want as quickly as possible, Google Data Studio Dashboard best practices.…
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You Ask, I Answer: How to Measure Brand Equity?
Marcus asks, “How do you measure brand equity?” Huge question, but the answers have been well known for decades. One of the best summaries of brand equity measurement comes from the Spring 1996 California Management Review. In that review, Professor David Aaker cites the following 10 dimensions of brand equity measurement: Price premium Satisfaction/loyalty Perceived…
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You Ask, I Answer: What Is Data-Driven?
Judi asks, “In a recent NY Times article on analytics in media, they make a distinction between being data informed as opposed to data driven, prizing human judgement over data and not letting data like pageviews dictate content strategy. What are your thoughts?” Data-informed and data-driven to me are largely semantics; both indicate we are…
