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Five Critical Skills to Developing a Best In Class Research and Analytics Program

Over the last 15 years working inside a large corporation, with a number of clients and conducting a significant amount of research in support of two books, I have seen research and analytics go from the first thing cut from a budget to significant investment being made in these capabilities. As an example, in Nielsen’s …

W2O’s Digital Analytics & Marketing Tech Weekly Roundup: 07.27.18

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let …

W2O’s Digital Analytics and Marketing Technology Weekly Roundup

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let …

7 Shifts in Digital Analytics

You can now download a sample chapter of Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (2nd Edition) here.  Having been in the analytics and digital marketing fields for the last 15 years, few industries have changed as much as digital marketing, advertising and analytics. When I started my career, most of …

W2OSXSW Day 1 Recap: Brand Building, CSR, Concierge Marketing & The Rolling Stones

One of the unintended, but extremely valuable benefits that has come from digital marketing’s explosion has been the creation of many conferences and forums. That might not be an intuitive statement, but one of the things marketers and communicators are often guilty of is not seeking outside perspectives. Many of the challenges that our industry …

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