Report Monkey: When It Comes to Measurement, Start Small

October 15th, 2010
Filed Under: Innovation, Measurement

DEAR REPORT MONKEY, I’m in charge of multiple marketing campaigns and wear about 5,000 different hats from development to execution. I’m also supposed to be measuring performance and iterating on results. However, being data-driven isn’t anywhere in my MBOs, so it frequently gets short shrift. I really want to be a data-driven marketer, but with

Read more

New Analyst Nearly Drowns In Flood of Requests

September 15th, 2010
Filed Under: Measurement

DEAR REPORT MONKEY, I just started a marketing analyst position, and already I’m getting flooded with requests for reports! The thing is, no one has any clue what to make of the data. I can’t spend all day building reports, trying to explain them and getting blank stares. How can I enable my colleagues to

Read more

The Business of Marketing Is Marketing

August 31st, 2010
Filed Under: Measurement

I’m in charge of training people how to use web analytics, and some of my most reluctant students work in marketing. Why? I didn’t know, so I sent an email to half of our Webtrends Certified Analysts, and I asked them: “What’s most valuable about the training you received in ‘Analytics for Marketing Professionals’?” The

Read more