Social Media Influencer – State of a Concept

On from Analytics Culture

(First published in the WAO/FACTOR newsletter in December 2011) Following my review of two important books in Social Media analytics in the first issue, I wanted to take more time to discuss the concept of influencer, one idea that certainly is at the center of Social Media Marketing. Why? Well, simply because marketers believe they can reap … Continued

What are Actionable Insights?

On from Analytics Culture

(First published in the WAO/FACTOR Newsletter in February 2012) It is almost a cliché to say that metrics should be actionable. No, it is an actual cliché. Books and consultants like myself usually say that so people will avoid measuring, and reporting, on stuff that has either very little value to the business (think hits), … Continued

Social Dynamics in Social Media Marketing

On from Analytics Culture

(First published in The WAO/FACTOR Newsletter, March 2012) Needless to say that the social media buzz is at an all-time high. It basically has taken over all discussions around Digital Marketing. As with so many other things online, measurement is now only slowly catching up, and an increasing number of applications come out every week … Continued

Metrics Are Politics

On from Analytics Culture

(First published in the WAO/FACTOR Newsletter, June 2012) The Digital Analytics field is certainly one vastly dominated by technical discussions. Over 90% of what I see on blogs and forums is about how to do X with tool Y. Or how to tag a site properly. Don’t get me wrong; I have nothing against technical … Continued

5 Years Already

On from Analytics Culture

This is just a very brief post to let you know that WAO/MARKETING is celebrating 5 years in business this week. I know it’s a cliché to say that time goes by so quickly, but it’s true! Five years ago I left behind a well-paying job with benefits at a big company. I have never … Continued

Some Problems With Google Analytics Multi-Channel

On from Analytics Culture, Web Analytics, Web Analytics Application

It has been a while now since Google Analytics made their multichannel module available (MFC, for Multi-Channel Funnel). Naturally, it was immediately declared the best thing since sliced bread, as with anything Google releases. Multi-channel analysis, and especially everything surrounding attribution models, has been all the rage in Online Marketing for some time now. With … Continued

Out the WAA, In the DAA

On from Analytics Culture

It’s done now. What has been a topic of heated (or bored) discussions for a couple of years has now come to reality: the Web Analytics Association (WAA) is now the Digital Analytics Association (DAA). Here’s the announcement (or here). Personally, I welcome the change, since it does reflect what we do in many people’s … Continued