Excellent Analytics Tip #27: Chase Smart Calculated Metrics!

For the last decade (#omg!), I've consistently complained about a fundamental flaw in Web Analytics tools: They incentivize one night stands, rather than engagements matching customer-intent. This leads to owners of digital experiences (insanely) expecting all visitors to their websites to convert right away – anything less than that is a failure. Damn the intent […]

Digital Marketing & Analytics: Five Deadly Myths De-mythified!

In a recent set of keynotes and consulting engagements in the US, UK and Canada, I've had an overwhelming feeling that in very fundamental ways some companies make imprecise choices when it comes to their digital strategy. Not because they don't have enough money or opportunity or people. But, simply because their broader framing of […]