Like me, I’m sure you are working on complex challenges when it comes to data. Multi-petabyte data warehouses. Multi-touch, cross-channel attribution analysis. Media mix modeling. Predictive analytics. Human-centric analysis. Oh, and let’s not forget the application of machine learning to every facet of your work. It is genuinely fun to work on these opportunities. They’re difficult, and every step forward offers a renewed sense of excitement and inspiration. Despite the joy in these high-level, forward-thinking initiatives, I’ve disciplined myself not to let the unsexy fundamentals go overlooked. I’m particularly vigilant about avoiding friction in the core systems that facilitate the…
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Here is an astonishingly brilliant, yet simple idea (if I may say so myself!): Why just measure conversions as one purchase or conversions just as a submission of a lead or opening of an account on facebook / twitter / what ever? Why not measure Visitor behavior after that first purchase / lead / membership sign up (or the first super poke)? Why obsess about the “quickie” that is opening an account? Why not the Visitor behavior in the 30 days after sign up? For your Search campaigns. Or your Display ads. Or Affiliate programs? If you do that, you…