Gary Angel
Creating a Customer Data Model for Digital (Web Analytics) Data: Handling Product dimensions
A Two-Tiered Segmentation with RFM metrics is an excellent framework for modeling digital data in the Customer Data Warehouse. With a Two-Tiered Segmentation, you aggregate large amounts of event data into a small number of fields that are truly meaningful from a marketing perspective....
Analyst vs. Implementer – Redux
I'm going to try for an ambitious double posting this weekend - I've been working on my ongoing series on Digital Analytics and Database Marketing Convergence so I have the latest in that series. I also wanted to take the time to respond to...
Seventh Inning Stretch
The Convergence of Traditional Database Marketing and Web Analytics - Tying the Threads Together Like many a sports fan, I often bemoan the length of the sport's seasons. Baseball's interminable 162 game marathon. Hockey's never ending playoffs after a seemingly never-ending regular season. Basketballs...
Analyst vs. Implementer in SiteCatalyst
Adam Greco of Web Analytics Demystified recently published a list of "pet-peeves" when it comes to Omniture implementations. Now Adam is not just one of the smartest people in our industry, he knows as much about Omniture as it's possible to know. Still, the...
Creating an Analytics Agency of Record – the Analytics Watchdog Webinar Follow-up
If you didn't get a chance to catch my webinar with Bob Heyman on creating an Analytics Agency of Record, here's the link to the PPT with voice-over. I think it's a terrific session. As I wrote after my last webinar with Scott, it's...
Creating an Analytics Agency of Record
In the digital world (as in traditional marketing), agencies dominate the landscape. In our client-base (which is heavily weighed to the very large enterprise), the typical customer has many agencies. Even where our clients have a large "Agency of Record" relationship, there are often...
The Use of Opinion Research and Customer Data in Creating and Validating a Two-Tiered...
Because Semphonic is heavily focused on behavioral segmentation, one of the more common questions I get asked is whether or not we use survey and/or customer data when building a segmentation. Yes. Or should I say YES! I'm a firm believer in behavioral segmentation, but...
Building a Two-Tiered Segmentation: Semphonic’s Digital Segmentation Techniques
For almost the whole of this year I've been working on an extended series about the gradual convergence of Database Marketing techniques and Digital Analytics. Over the past four or five posts, I've delved into a topic I consider a pivotal part of that...
X Change Conference – Integration is a VERY popular topic
Somehow, my daughters talked me into a last spring skiing trip over Memorial Day. A trip made possible by the astronomical amount of snow up in the mountains this year... it hasn't stopped yet! So this was the view from my balcony at Squaw...
A Little Taste of X Change
One of the highlights of the X Change Web Analytics Conference is the main dinner that caps off the first full day of the Conference. In the past, we've done a spectacular 5 course tasting menu at the Ritz Carlton, a wine-pairing at the...
Public Sector (.Gov) Sites and Two-Tiered Segmentation
Greetings from Seoul! Perhaps it's a bit ironic, particularly for someone who rarely travels overseas, that I find myself writing about public sector sites while abroad. There is nothing like a 12 hour flight to produce a flow of words, however, and I've just...
A Sample Two-Tiered Segmentation for Media Properties
In the last couple posts in this series on the "Convergence of Digital Analytics and Database Marketing" I've been describing the details of Semphonic's Two-Tiered Segmentation scheme and giving examples; first from Financial Services and then from Travel & Hospitality. A two-tiered segmentation starts with...
Digital Analytix by comScore – A Major Shake-up in the Analytics Tool Landscape
Ever since eMetrics, I've been meaning to write about comScore's U.S. introduction of their new Web analytics tool: Digital Analytix. It's the most significant change in the Web analytics tool landscape since the introduction of Google Analytics. What makes Digital Analytix important? Let's start with...
Web Analytics Implementations and Digital Analytic Marketing
Why Meta-Data Matters when it comes to Implementation Like most Web analytics consultancies, Semphonic does quite a few implementation projects. Unlike some organizations, it's only a modest part of what we do. Most of our work, after all, is true analysis – either classic Web...
Thoughts on Sentiment Analysis from eMetrics
I've caught less of eMetrics than I was hoping as the accumulated pile of work in my office kept me extremely busy these past few days. It's a big advantage to have a Conference in your home city. It's a big disadvantage too. It's...
How Do You Make Numbers Strategic?
The most important decisions for any business tend to be strategic. The answers to questions about the best channel to sell a product, what type of customers to appeal to, where to price relative to the competition and which messaging strategy is appropriate have...
