Viewable impressions and out-of-home measurement

For advertisers, all impressions are not created equal. This is as true for TV and radio as it is for digital media. For several years, display advertisers have discussed, debated and disagreed upon the topic of viewable impressions, with new standards set to take effect next year. While online advertisers often tout the superiority of digital over…
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Analytics and digital decision makers in marketing

HBR sums up the trajectory and redefinition of Analytics, the capital-A version: Analytics, once a back-of-the-house research function, is becoming entwined in daily strategy development and operations. Executives who were pioneering early digital marketing teams 10 years ago are advancing to the CMO office. Already wired for measurement, they are often amazed at the analytics…
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Startup stages and growth through unit economics

Startups go through phases just like people—you have to crawl before you walk before you run. Fred Wilson divides the startup lifecycle into three stages: While building product your team is singularly focused on executing vision and ensuring your product meets customers’ needs. You hear this called product-market fit or customer development but the process is basically the…
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Choose your flavor of analytics

Most startups can bucket their analytics into three groups: Experimental analytics is about testing assumptions and hypothesis. If you can remember your high school science classes—where problems take the form if this, then that—then you understand experimental analytics. Product, marketing and sales can all benefit from this approach. Throw out the subjective and let data speak for…
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Mixpanel and the market for startup analytics

Mixpanel launched Revenue Analytics today. For a long time, Mixpanel provided a very generic event-tracking system, allowing customers to centralize tracking across systems and channels. But over the past year, their product development has accelerated: Retention 2.0: basic cohort analysis capabilities and visualizations (Jan-12) Flow: a free tool for path analysis (Apr-12) People Analytics: drill down to individual user actions…
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Selecting success metrics in web experiments

Ron Kohavi is one of the most respected names in analytics and currently leads Microsoft’s Experimentation Platform. His publications, especially those since ~2001, are required reading if you’re in the business of data. I am constantly referencing his work, such as Online Experiments: Lessons Learned, an article with Roger Longbotham published in 2007: A common pitfall in…
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