home | chapter 1 | chapter 2 | chapter 3 | chapter 4 | chapter 5 | chapter 6
chapter 7 | chapter 8 | chapter 9 | chapter 10 | chapter 11 | case studies
CHAPTER 11 METRICS AND ANALYTICS
further reading ...
The following links take you to content that supplements and updates this chapter of the book. Note that
I’ve included some articles that are a few years old ... don't let their publication date put you off - they are
still relevant now. The most recent posts are at end of each section.
PROLOGUE
11.1 INTRODUCTION
GO ONLINE *page 323* Everything Online is Fake.
Why marketing attribution is both a challenge and a necessity focuses on lead-to-account matching in B2B.
In general, I share the views of the author of
Big data is just a crutch for unimaginative marketers to lean on - and he knows a lot more about the subject than I do.
86% of websites using Google Analytics are not anonymizing their users’ full IP addresses could also be in the privacy section in chapter 2 - but I put it here because it is relevant to collecting data.
GSK’s Jerry Daykin on how to avoid the ‘slippery slope’ of digital KPIs.
Google analytics demo account... have a go for yourself.
The history and future of web analytics infographic is a bit simplistic, but useful if you’re new to the subject.
Any interview that includes the quote; ‘We like to say when you use AI, when you use machine learning and these things, at the end of the day it’s data, but humans make the ultimate call on the insights’ has got to be worth reading. See; Dell’s marketing boss on why brands can measure ‘too much’
The Hawthorne effect - when individuals modify an aspect of their behaviour in response to their awareness of being observed is relevant to the section on netnography.
What is a CDP and how does it give marketers the coveted ‘single view’ of their customers? gives a reasonable background on just what a customer data platform is. There's some reasonable advice in 4 tips for a great CDP implementation.
Don't be fooled by the title of What is Your Data Disposal Strategy? - it offers some basic advice on several aspects of data use.
How Taco Bell's social strategy made its Mexican Pizza a sell-out success is an excellent example of social listening - but note the resources the organization commits to it 24/7/365.
Digital attribution is dead! Les Binet tells us why marketers need econometrics in 2023.
Accuracy in digital analytics: What marketers need to know does what it says in its title.
Do You Really Understand How Real People Live? considers the use of data in marketing in a wider context. If you're studying marketing you need to be aware of stuff like this.
How bad stats snowball: Marketing’s love of trends allows spurious insight to spread.
11.2 HOW ANALYTICS ARE PRESENTED AND USED
Ghost traffic in Google analytics.
GO ONLINE *page 331* Components of data platforms ... Combining Google Analytics Data with Other Sources and What are the essential components of a Customer Data Platform?
GO ONLINE *page 332* Oops
A video that a student put on TikTok disrupted thousands of scientific studies – and some more about online surveys.
Just when you get used to one analytics platform ... Google Data Studio now known as Looker Studio.
11.3 LIMITATIONS OF ONLINE DATA
Is data good for the environment? In chapter 2.4 on digital marketing, the environment and e-waste included the opinion of campaigner Gerry McGovern – and he has a view on this issue also.
'Anonymized' Data Is Meaningless Bullshit is an interesting commentary on the subject -m which I think makes a lot of sense.
Gartner Survey Reveals Marketing Analytics are Only Influencing 53% of Decisions reflects some aspects of what I say in the book.