Perspective

Oct 18, 2023

The Unexpected Lessons from an RFP Response for a Niche Hardware Company

I recently had the opportunity to work on an RFP response that exposed both the challenges and the possibilities of analytics. The RFP...

Oct 2, 2023

Is Matomo the Google Analytics Killer?

I have been working with web analytics for a long time. I remember when Google Analytics was called Urchin, and tools like WebTrends and...

Sep 15, 2023

A New (to me) CMO Survey and Some Better Findings!

Some of you may know that one of my favorite things is to read the Gartner CMO study every year when it’s released. I don’t know why I...

Sep 8, 2023

Gartner's CMO Spend Study 2023: Too Thin, Too Superficial, and Recycled

Every year, I am very eager to read Gartner's CMO Spend Study. The study usually comes out in the early summer, but I always forget about...

Apr 4, 2023

For Impact, Look Beyond Simple Awareness When Campaigning High in the Funnel

PR and corporate communications teams have a unique job when compared to other marketing teams. They are responsible for creating and...

Apr 4, 2023

What is "Measurement Strategy"?

A lot of my posts refer to "analytics strategy" or "measurement strategy". I imagine that it may not be 100% clear what I mean by that....

Apr 4, 2023

Gartner CMO 2022 -- It's a New World!

It's been a while! Here is my review of the most recent Garner CMO spend study. Enjoy! It feels like we are in a reset period. The...

Apr 4, 2023

2016 in 2019 -- Looking Back at What We Were Thinking

In 2016, I attended Martech London. I collected a handful of quotes that were poignant and really seemed to speak to where the industry...

Apr 4, 2023

What Are You Doing!?!? A review of the Gartner CMO Spend Survey 2018-2019

Download my annotated version of the report by clicking here. Let me begin by saying I disagree with the title of this report. It should...

Apr 4, 2023

Need Help Figuring Out Your Website KPIs? Answer these 4 Questions

Analytics isn't just about numbers; it's about understanding purpose. When looking for key performance indicators, or KPIs, in their...

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