Gerald Adler Wrote:
Some very good food for thought...
The 10/90 rule.People matter. Even the most basic insights you need will come from people. Hire smart people. Hire smart consultants. Give them Yahoo! Web Analytics, 4Q, KissInsights, Insights for Search, AdPlanner, and all the other glorious free tools. You will almost die of happiness when the results come in.When a majority of your budget is invested in tools and data warehouses, rather than smart people to use them, you are saying you prefer to suck. 9. Doing anything on the web without a Web Analytics Measurement Model.If you don't know where you are going, any road will take you there. And you'll be miserable.Does that describe your life?Bring a structured approach to your measurement strategy, bring some process, let a Web Analytics Measurement Model be the foundation of your program. Your children and their children will thank me for telling you this (because you'll leave them millions of dollars of inheritance from all the business success you'll achieve by following this advice!). 10. Making lame metrics the measures of success: Impressions, Click-throughs, Page Views.They, and their brethren like video views and emails sent and # of followers on Twitter and Likes on Facebook and. . . all stink worse than Amorphophallus Titanum.Use metrics that matter: Loyalty, Recency, Net Profit, Conversation Rate, Message Amplification, Brand Evangelist Index, Customer Lifetime Value and so on and so forth. Each a glorious magnificent metric that truly tells you that value was delivered, or delivers the swift kick in the pants that we all need when we don't. How can you not love that? 11. Not centering your entire digital existence on Economic Value.When I look at winners and I separate them from the losers there is one thing that stands out. Winners have a sophisticated understanding of the holistic success of their digital existence. It comes from undertaking two simple steps: 1. Identifying their Macro and Micro Conversions and 2. Quantifying Economic Value.That understanding ensures fewer digital "crimes against humanity," remarkable marketing programs used in nuanced ways, and a constant balance between delivering for the customers and the company.It does not matter if you are a Church solving for the ultimate conversion, a B2B business solving for an 18-month sale, a non-profit targeting volunteers and donations, or a humble blog solving to change the world. Embrace economic value. That's it. 11 simple things to avoid. Now you know, there is no reason to stink. :)But now, as always, its your turn.What would you have on top of your list of digital "crimes against humanity?" What ticks you off? What is it that you can't get your company to stop doing? If you've successfully stopped any of the above crimes, what did it take? How many of these "crimes" is your company currently committing?Please share your favorites and secrets with us.Thank you.11 Digital Marketing “Crimes Against Humanity” is a post from: Occam's Razor by Avinash KaushikOriginal Link: http://feedproxy.google.com/~r/OccamsRazorByAvinash/~3/XqhQFnAFNt4/digital-marketing-analytics-crimes-against-humanity.html