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Our team at Google recently talked to web analysts who say they spend half their time answering basic analytics questions for other people in their organization. In fact, a recent report from Forrester found 57% of marketers find it difficult to give their stakeholders in different functions access to their data and insights.
If I were to tell you that marketers were using astrological signs as a way to understand/target specific groups of people, you’d tell me that’s a ridiculous strategy. “Astrology is fake,” you’d say, and given the precision of modern marketing tools, using the stars to analyze customers or understand population segments would not only be lazy, but the chances of it working wou ...
As I’ve been writing about tools and tactics quite a bit lately, I thought for this month’s column I’d take a step back and share some ideas on how you can become a better analyst. And improving our analysis skills as marketers goes beyond broadening our career options and helping us be better at our craft.
If you don’t have a boss that expects you to deliver results reports on your programs today, you will in the future. But regardless of your current organization’s sophistication with marketing analytics, there’s no reason you shouldn’t step up and report results like a boss. But what exactly does that mean? I don’t just mean “being awesome” (well, I do mean that too) but I me ...
As both a Googler and ClickZ team member, I recently attended and participated in the always-inspirational ClickZ Live New York event. Along with Katie Morse, Vice President, Social and Search at Nielsen and Pierce Crosby, business development and experienced data analyst at StockTwits, we had a panel discussion on how brands can take their analytics practice to the next level.
“The graphic method has considerable superiority for the exposition of statistical facts over the tabular. A heavy bank of figures is grievously wearisome to the eye, and the popular mind is as incapable of drawing any useful lessons from it as of extracting sunbeams from cucumbers.” -Arthur Briggs Farquhar and Henry Farquhar from Economic and Industrial Delusions In a previo ...