Akin Arikan

You think you are customer-centric and data-driven. But are you really?

An interview with Stéphane Hamel. Earlier this year, I had a chance to interview one of the most distinguished thought leaders in the field of digital analytics: Stéphane Hamel. You know him from his many innovations such as his Digital Analytics Maturity Model (DAMM) (2009) and Web...

The Rise and Fall of Web Analytics (and the rise of CX)

Back in the early 2000s when you went to industry conferences such as SES, shop.org, eTail, ad:tech, and of course the eMetrics Marketing Optimization Summit, the common refrain was: “web analytics — everyone should really be using them.” The Rise This was at the dawn…

The Fourth Digital Analytic Revolution is On!

Today digital marketers, analysts, and eCommerce Pros commonly accept as fact that for your business to succeed online you must necessarily master 1. Digital (web) analytics2. Voice of the Customer (VoC)3. A/B testing But practitioners at leading digital enterprises also know that these three are…

What Keeps Digital Publishing Execs Up at Night? Part 2: Over-Relying on Advertising

Having discussed monetizing the mobile channel the series of blogs on conversations from the Digiday Publishers Summit continues with another challenge that publishing execs are grappling with: Over-relying on Advertising as the Sole Revenue Model What’s the most common revenue model in digital publishing? It’s…

What Keeps Digital Publishing Execs up at Night? Conversations from the Digiday Publishers Summit,...

Was it night-time skiing? Or partaking of certain vision-enhancing activities that happen to be legal in Colorado? No! That’s not what’s keeping publishers up at night – it’s the  top business challenges that they grapple with, and that the executives attending the Digiday...

Final Spec for Digital Data Collection published by W3C CG — Plug & Play...

As I was setting up holiday lights around my house this weekend I was plugging one string of lights into the next to go around the length of the roof. That made me think: how complicated would this be if every cable had a...

Today’s Marketers – More Like Imagineers?

In some ways, marketing hasn't changed at all. It's still about knowing consumers and connecting your company's value to that audience in order to create customers. In other ways, marketing has changed completely. A "day in the life" of marketers past might have been like...

The central role of digital channels in the Omni-channel world

The original version of the chart below was created by Kevin Cavanaugh back in Unica days (Kevin's now CTO at Allant Group). Still to date it's one of the most popular pieces of thought leadership content I carry around with me on my USB...

The Coming New Standard for Digital Data Collection via Tags

Having served in the digital analytics and marketing industry for the past 12 years, I remember waaaay back in maybe 2006 there were passionate voices in the industry advocating that the page tagging layer should be interchangeable, i.e. standardized, between web analytics solutions vendors. Customers...

Moneyball Meets Marketing: How the best-in-class actually use big data to increase digital marketing...

The movie Moneyball isn't really about baseball. It's not even about statistics. It's about the way data can be used to challenge conventional wisdom, and its something those of us in the field of marketing metrics have known for a long time. And yet,...

10 Signs Your Company is Stuck in the Old Web Analytics World Instead of...

Continuing the question what digital analytics are vs. web analytics, here are 10 things that hopefully don't describe you or your company. You think improving business success with mobile and social channels is not part of the digital/web analyst's job You think visitors are trying…

So, what is Digital Analytics then?

The WAA renamed itself to DAA (which was announced at eMetrics in San Francisco last Monday) to reflect the reality of how the profession/industry has grown since its website centric origins. That brings up the question what Digital Analytics should stand for? No doubt, ...

Strategic Roadmap for Digital Marketing in 2011: eBook for Marketing Execs

15 authors, 15 articles. Free, yet with priceless insights. Learn from marketing thought leaders how to engage with customers and create value for stakeholders in a complex digital world. Covers digital channels, marketing techniques, accountability and technology. Truly a must-read resource for every CMO! One-click…

Align Digital Technology with your Marketing Strategy: By David Raab

And now to the last article with which our Digital Marketing Strategy series for the CMO will come to closure. David Raab's article on technology strategy to align with your digital marketing strategy is a gem and highly quotable throughout. "There are warning signs that…

RPM, Revenue Performance Management: Will the Term Stick?

Earlier on this blog I referenced an article by Steve Woods from Eloqua on RPM, Revenue Performance Management. RPM is a relatively new term in the area of demand marketing optimization. Will it stick? As I was writing earlier, there seem to be...

Fascinating New Marketing Automation Technology: Whatsnexx’s Customer State Marketing

For friends of analytics and interactive marketing, it is always a delight to find new technology vendors that take a fresh look at solving the problems in the market. So, I was fascinated to learn about Whatsnexx' and their paradigm for marketing automation: Customer State...

Content Marketing: How to Engage with Your Target Audience – by Ardath Albee

Now that our Digital Marketing One series for CMOs reviewed the most critical know-how for a variety of channels, the focus shifts to digital marketing techniques. You can apply these marketing techniques across digital channels. And the first insights that I'd like to point readers…

How can You Increase Digital Marketing ROI and Accountability?

How can you increase digital marketing ROI and accountability? Isn't that the question that keeps digital marketers and CMOs up at night? The DigitalMarketingOne Founders Council has spent the last couple of months collaborating to gather cross-functional advice on this question. The result is a...

A Strategic Roadmap for Digital Marketing

How can you increase ROI and accountability? Isn't that the question that keeps you up at night? Specifically within digital marketing, how can you accomplish this systematically and without getting sidetracked by the hype of the day or whichever digital channel is yelling the...

A Maturity Model for Digital Marketing Strategy

In order to bring the digital-marketing strategy framework alive, it makes sense to pair it up with a maturity model. What's a maturity model? Maturity models are a roadmap for marketers. You find your company's "You are Here" point on the map. Then you see...

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