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

DECEMBER 12, 2011

I am going to attempt to significantly simply your life by recommending the critical few metrics you should use to analyze performance of your digital marketing campaigns and website. Oh, and everything has a CPA (not just your paid search or display/banner ads). Kill things that don't have an optimum CPA. Everyday.

Metrics 151

Metrics Web Analytics CPA 151

Occam's Razor

AUGUST 9, 2016

It has been a great way to immediately influence revenue for my ecommerce engagements. The change required based on this data is not just your marketing portfolio re-allocation, that is almost trivial, what' bigger, huger, crazy-harder is changing how your company thinks. Where you have CPA, it is is an even more valuable signal.

Analytics 60

Analytics Metrics eCommerce PPC 60

Occam's Razor

MARCH 25, 2014

Do the customer and the company both end up with a win-win (they get joy and task completion, we get some current revenue and possibly a long term repeat customer)? I even abandoned CPA (not enough focus on what makes the ads good). I abandoned CPC (I hate that metric, it incentivizes short-term thinking of the worst kind).

Metrics 155

Metrics Marketing Analytics Channel 155