nick iyengar

  • Identifying top analytics talent in a competitive environment

    One of the biggest challenges of working in the digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards for credentials are generally low, so most certifications don’t carry much authority. As an industry, we’ve scarcely agreed on what to call anything, so it’s difficult to make apples-to-apples ...

    Marketing Land- 28 readers -
  • Getting ahead of the game with predictive analytics

    Generating a return on your investment in analytics initiatives can seem like a tall order. First, you’ve got to complete a robust yet resilient implementation of an analytics platform across your sites and apps. Then, because collecting data doesn’t create value for your organization in and of itself, you need to build out some kind of analysis layer so that you can comb thr ...

    Marketing Land- 12 readers -
  • Self-serve analytics: Dream or reality?

    Deriving consistent value from analytics is no simple thing. It’s common to focus on the technical challenges, and with good reason: Getting a robust, reliable deployment of analytics on your sites and apps is certainly a lot of work in and of itself. Over the years, the vast majority of the organizations I’ve worked with have had a vision of analytics as a self-serve resour ...

    Marketing Land- 28 readers -
  • Increase the impact of your testing program in 2017

    Many organizations are still new to the world of testing and optimization. Indeed, our “State of Digital Marketing Analytics in the Top 1000 Online Retailers” report showed that just 18 percent of the retailers ranked number 501 to 1000 in the list of the largest retailers are using testing and optimization tools.

    Marketing Land- 27 readers -
  • 5 New Year’s resolutions for analytics

    The holiday season is upon us, and with that comes the usual cycle of overindulging at the dinner table, followed by New Year’s resolutions to get back in shape. And while I, for one, plan to do both of those things, I think it’s also a good time to start considering some New Year’s resolutions for your analytics program.

    Marketing Land- 15 readers -
  • Activate your audience with a ‘measurement framework’

    For most retailers, simply collecting data on your sites, apps and customers isn’t the challenge. On the contrary, it’s more likely that you’re awash in data and struggling to consistently derive value from it. The challenge of actually activating your data for a competitive advantage is often thought of as a technical problem: If only we had these tools or these features, t ...

    Marketing Land- 31 readers -
  • Designing dashboards people will actually use

    Dashboarding and data visualization are hot-button topics in the analytics industry, and for good reason. Effective dashboards can democratize access to data across an organization and help foster a culture in which data is used to drive more and more decisions with demonstrable business outcomes.

    Marketing Land- 10 readers -
  • Google’s Optimize 360 creates exciting opportunities for testing & personalization

    By now, you’ve probably heard a bit about Google’s new Analytics 360 Suite of products, designed to give enterprises a truly integrated package of marketing analytics and optimization tools. While some of the 360 Suite is composed of products that have been around for a while — such as Analytics 360 (formerly known as “Premium”) and Tag Manager 360 — several of the Suite’s p ...

    Marketing Landin Google- 14 readers -
  • A new approach to measuring “engagement” on content-heavy sites

    We don’t usually think of it this way, but e-commerce sites are fairly straightforward to measure and evaluate — at least compared with their non-commerce cousins. We typically start with some basic revenue tracking and funnel data and iterate from there. But what about websites that don’t sell products — or even have any easily-identifiable conversions that users are suppos ...

    Marketing Landin Content- 21 readers -
  • To Maximize The Value Of Testing, Start With A Strategy

    Most marketers are well-acquainted with the concepts of A/B and multivariate testing, but for many organizations, getting involved in testing still represents stepping into a new frontier. In recent years, a variety of tools have made testing much easier, and therefore more attainable for more organizations.

    Marketing Land- 12 readers -