We need to start having more meaningful dialogue about measurement

We need to start having more meaningful dialogue about measurement

Over the weekend a friend and former colleague of mine tagged me in a LinkedIn post titled 5 bullshit metrics you need to stop using to measure content marketing success. In it, the author details 5 digital metrics he thinks content marketing folks need to chuck out the window. Here's my response.

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The Human Side of Analytics

The Human Side of Analytics

I'll be giving a talk at the Asian Marketing Effectiveness & Strategy (AMES) 2016 conference next week and I wanted to share a teaser of the presentation I'll be giving. My session is titled The Human Side of Analytics and will explore the role people, communication and storytelling within the big data and analytics industry. 

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Star Wars The Force Awakens: Box Office Success By the Numbers

Star Wars The Force Awakens: Box Office Success By the Numbers

So Star Wars: The Force Awakens opened last week and so far its smashing box office records left and right. It quickly snapped up the record for biggest domestic and global opening day, weekend and week, and is on track to be the highest grossing film of all time. But out of the 7 installments to the Star Wars franchise, just how successful is TFS? Let’s break it down.

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Meaningful Interpretation of Data: The Good, the Bad and the Ugly

Meaningful Interpretation of Data: The Good, the Bad and the Ugly

As someone who works in the private sector, or more specifically, in marketing, I’ve seen data applied in some pretty manipulative ways to make a point or validate an untested hypothesis. if you're working in the field of marketing analytics and you care about being truthful you'll always struggle to find the right balance between time, cost and rigour. But not everyone understands the importance of rigour when it comes to truthful interpretation of data, and worse, some don’t care.

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Why We Measure: An Introduction to Marketing ROI

Why We Measure: An Introduction to Marketing ROI

The objectives and needs of your measurement practice are unique, complex, and vary not only on your business context, but the personnel within your organization that use your marketing data to make decisions. So why do we measure? This is the first of two articles where I explore why we  invest time, money and resources into measuring marketing performance.

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