Occam's Razor

AUGUST 12, 2013

MCA-O2S covers the challenge of attributing the offline impact (revenue/brand value/butts in seats/phone calls/etc) driven by online marketing and advertising. The outcome in either scenario is a restructuring of the organization that is exquisitely geared towards taking advantage of portfolio optimization. From a Venn -diagram.

Channel 161

Channel Analytics Campaign Conversion 161

Occam's Razor

AUGUST 9, 2016

It has been a great way to immediately influence revenue for my ecommerce engagements. The latter is particularly useful as an aggregated view for senior executives. Learn how to use this metric to drive those two changes: marketing portfolio – people thinking. Where you have CPA, it is is an even more valuable signal.

Analytics 60

Analytics Metrics eCommerce PPC 60

Occam's Razor

DECEMBER 12, 2011

Oh, and everything has a CPA (not just your paid search or display/banner ads). Kill things that don't have an optimum CPA. But because you are running a bigger and more complex business you'll also measure… Acquisition: CPA. Acquisition: CPA. You need to know, obsessively, what you get for it.

Metrics 151

Metrics Web Analytics CPA 151