Akin Arikan

A Channel Attribution Problem: Do Marketing Affiliates Deserve All the Credit They Get?

Recently, I received a tough question from a well known web analyst: "I was trying to think through how to measure the impact of Affiliate advertising. Do you know of a way to measure if there is incremental lift due to advertising with an affiliate?"…

Web Analytics from Behavioral Segmentation to Targeting and Interactive Marketing

Coming up this Thursday, December 4th, the Web Analytics Association is hosting an educational webcast on the topic of behavioral segmentation & targeting. Segmentation is finally becoming mainstream in web analytics: It is now available in almost all web analytics solutions (even if some solutions'…

Online Customer Reviews: Do They Help or Hurt?

In a a recent article on CustomerThink we explored the question whether Freshdirect would see increased revenues from user generated content. On that occasion, one of my most resourceful colleagues at Unica, Jay Henderson, pointed out an interesting study by Bazaarvoice. Bazaarvoice, if you didn't...

How Can an Awesome Online Experience Get Better? Here’s Some (Unsolicited) Web 2.0 Advice...

If you are a Manhattanite, you know FreshDirect, the online grocery. Its delivery trucks roll throughout New York City's residential areas. If you are not a New Yorker, you are missing out on this most awesome of online grocery shopping experiences. It's not just the...

Fun With Web Analytics: How Could You Measure a Paperback Book?

After all these years, many marketers have still remained ignorant about web analytics. Many still think that it was something only of interest to the web team, namely for improving online marketing. Yet its promise goes much beyond. This post aims to inspire you a...

Customers Can Handle More Than One Channel, so Why Can’t You?

Businesses are slower than their customers when it comes to traversing multiple channels. Customers, says Akin Arikan, a senior manager for Internet Marketing at Unica Corp., think nothing of responding to a TV commercial by purchasing the advertised product online. In his new book,...

Coupon-o-Metrics: Has the Web Changed Coupon Use?

One of the many ways that we (know-it-all) consultants recommend measuring online to offline conversion rates (and vice versa) is to do so with the help of coupons. For example, web site visitors can be offered a coupon while they are online to be...

Quadrant Chart for Analytics Versus Multichannel Sophistication (Part III)

A recent post highlighted the central idea behind the book Competing on Analytics: Namely, many companies employ analytics (business intelligence) merely in a tactical role, i.e. for improving ROI, while a few others use analytics so cleverly that they become the basis of their...

March Beyond “Can’t Manage What You Don’t Measure”

To my embarrassment, the first time I heard the old management adage "You can't manage what you don't measure", I heard it from a competitor of mine at Unica in the web analytics space. Namely, I heard it from Webtrends' former CEO Greg Drew. Brilliant,...

McKinsey Versus Me on Multichannel Marketing (Part II)

The previous post (part I) was dedicated to the lesson learned that analytics can be used tactically (e.g. for marketing process ROI improvements) or strategically (e.g. as the basis on which Netflix will compete with Blockbuster). But recently, I was reminded by a McKinsey paper...

What a Beggar Can Teach Us About Marketing

I was driving through San Francisco, today, to the offices of Wiley who just published my book on Multichannel Marketing. On the way back, near the onramp to the Bay Bridge, a number of beggars were working the traffic lights. Same as every day,...

A Good Web Analyst Is Hard To Find

There is ample advice nowadays for those who want to light the fire under their company's web analytics practice. There are more web analytics blogs than for any other type of business intelligence. Just see the blog roll of one of the brilliant bloggers...

Top 7 Misconceptions About Web Analytics

Don't be caught voicing any of the following misconceptions about web analytics, i.e. the art of studying visitors to the Web site with the help of reporting tools from vendors such as Coremetrics, Omniture, Webtrends, and Unica. Web Analytics is about web visitors' clicks No!...

Is Web Analytics the “Blush-o-Meter” We Have Been Looking For?

The rise and fall of Engagement as a success metric for advertising has been discussed on CustomerThink before. See for instance Graham Hill's post "The Next Management Fad" Almost a year later now, media planning guru Erwin Ephron, in one of his recent articles...

Who Cares About Web Analytics …

Who cares about web analytics ... at companies that get web analytics right, i.e. those that are able to turn reports into business value? Eric Peterson, one of the greatest web analysts of all time, has answered that question already in 2005. Yet, I...

Web 2.0: The New Better Business Bureau

As marketers we are pondering how to tame the web 2.0 beast and span it in front of our wagons. And why shouldn't we, if a way could be found! But the aspects of web 2.0 that are about consumer empowerment, consumer generated content...

RFM Is Dead. Long Live RFEM

Ok, I admit it. I made the title of this post more dramatic than it needed to be just to engage you. And engagement is exactly what this thought is going to be about. Not engagement in the strategic sense that Graham Hill brilliantly...

How To Measure Brand Equity With Web Analytics, Part 2

Search engine strategies in San Jose (SES) is coming up next week already where I am on the hook to describe in just a few minutes during one of the panel discussions what web analytics can contribute for measuring brand equity. Recently, in the...

How To Measure Brand Equity With Web Analytics

Search Engine Strategies in San Jose is coming up in about two weeks time. Representing Unica's web analytics solutions, I will have the pleasure of joining Omniture, Webtrends, and Google Analytics in staffing a panel discussion on measuring success. This time, moderator Allan Dick from VintageTub...

Hire People Who Care About Performance!

What is the difference between those who get a web analytics solution vs. those who really GET WEB ANALYTICS? The following advice by Tom Harrison of Digital Advisor may sum it up: "Hire people who care about performance". DigitalAdvisor is an online play that...

New Posts

CustomerThink