Advanced Analytics Archives - Occam's Razor by Avinash Kaushik

Category: Advanced Analytics

Sports Marketing Measurement Playbook.

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Last year, nearly all of the top 50 telecasts in the US were connected to sports. The 97th Oscars, SNL 50th, a 60 mins ...

Bye, Bye Human-Powered Marketing Analytics.

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my advice to deliver IAbI, and not data. Here’s the traditional analytics workflow being practiced in your company: 1. Report Generation. Hours and hours ...

The Best Marketing ROI Formula: Incremental Net Profit ROI!

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There’s a scary Giant hiding in your closet. It imposes hidden costs that, when accounted for, transform your claim that advertising is adding business ...

AEO: Answer Engine Analytics | Best Reports, KPIs, Metrics.

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SEO served us well; it remains a revenue driving powerhouse today, and will do so for the near future. As humans shift FROM “keywording” ...

Kill Data Pukes: Split KPIs, Diagnostic Metrics & Influencing Variables.

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Across every layer of the company, business people get too much data. Hunting expeditions are launched to locate what’s relevant and useful. CMO scorecards ...

Marketing Analytics: Methodologies Trump Metrics!

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If a conversation is occurring about Data and Analytics, chances are high that it is about Metrics. About how abhorrent Vanity Metrics are. About ...

Marketing: Win Before You Spend: Pre-Test Creative + Media Sufficiency.

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The most important lesson in Marketing is also the simplest: Successful Marketing requires incredible Creative, and sufficient Media weight. Simple, no? Yet, in my ...

Marketing Analytics Mistake #1: Efficiency Without Effectiveness!

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“Let’s all focus on a single metric, a True North for the entire company!” This is an understandable sentiment from Extremely Senior Leaders (ESLs). ...

High-Impact Marketing: Rock Creative Pre-Testing!

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Prologue. Recent Conversation with CEO B: Me: I saw your ad at the airport the other day. I have a sense for your challenges ...

Scapegoating Analysts | Recognizing & Preventing A Bad Idea.

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Here’s a sign that you’ve arrived as an Analyst or an Analytics team: At the first sign of failure reported by the data, most ...

Strategic Marketing Analytics: CMO Dashboards That Rock!

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An extraordinary amount of time, effort, $$$ are spent on building dashboards/scorecards for CMOs… Yet, the end result, nearly always, is a useless data ...