Analytics tools are like fitness equipment.  They are a means to an end.  Simply implementing a tool won’t get you anywhere.  That’s like buying a treadmill and never getting on it.
The purpose of the tool is to gain valuable insights to improve your online presence.  I hear clients and analysts constantly talking about why they [...]

As a direct marketer, have you ever asked any of these questions:
How big should my cell sizes be to test the effectiveness of these new communications pieces?
We already did our test…what conclusions can we reach with the response results?
I want to hold out a control cell and compare by stimulated group to these controls afterwards…how [...]

“I know that Direct Mails get higher response rates than FSI’s in the newspapers but can I justify the higher costs of DM?” or “if we launch our new signature product, how do I know it will work and outperform our current  product, especially at a steep 20% discount?”
The former question is one that [...]

We had an amazing turn out for my Social Media 101 seminar at last week’s show at AmericasMart Atlanta. As promised, here is the slide deck and some useful links from the presentation.

For those of you that weren’t able to attend, here are a few key points and some notes to keep in mind when [...]

West Chicago, IL, August 25, 2009 – Aspen Marketing Services, one of the nation’s largest privately-held marketing services agencies, today announced the hiring of Nathaniel Lin as President of Advanced Analytics.
In his new role, Lin will be responsible for strategy and execution of all analytics initiatives deployed to drive leading-edge CRM, direct marketing, digital and [...]

With client marketing departments ravaged by layoffs and unfilled openings, what really makes the difference in creating a strong Account Services/Client bond?  Here are three somewhat low-tech thoughts often forgotten in the non-stop world of marketing:
 1) Open your ears and close your mouth.
Bad response rates and tough economic times erode the most stable partnerships.  Thus, [...]

There’s been a great deal of press recently on new trends in marketing to Moms.  As a highly influential demo, projected to spend $3 trillion dollars in the US alone by 2012, it’s no wonder Moms are making headlines.  From DM News to Marketing Daily — for marketers, the message is clear that traditional channels [...]

I’ll be coming to you live from Omniture Summit 2009 in Salt Lake City this week.  Before arriving, I already had restaurant recommendations from friends of friends on Facebook, up-to-the-minute logistical information about shuttle transfers from the airport (Thanks, Shelby!), and details about presentations that I don’t want to miss via Twitter.
It occurs to me [...]

I’ll be at Omniture Summit in Salt Lake City this week and would love to meet with anyone else who will be there.  I’d love to meet with you to talk about all things web analytics, predictive modeling, and social media.
Please send me your contact info through the comment form on this post or a tweet [...]

High and low-end estimates of US automotive retail sales volume for 2009 are apart by a factor of 2+ million units.  But none dispute the likelihood that ’09 will make the grim figures of ’08 look rosy in comparison.  When coupled with the generally slow traffic seen in dealership service lanes in recent years it [...]