From the category archives:

Measurement and Analytics

The Difference Between Data and Information

by Katie McNally September 20, 2010

I often find the words “data” and “information” get used interchangeably, when to me, they mean very different things. Data is just numbers. With all of the technology, targeting and tracking capabilities around today, there is a wealth of data available.  However, data alone doesn’t drive strategy. What drives strategy is the information ascertained from [...]

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Applying Traditional Data Mining Techniques to Social Media Strategy

by Greg Chapman February 24, 2010

There is a small but growing number of bloggers, Tweeps, and other social media professionals who are beginning to discuss traditional database marketing and mining techniques as an important part of social media strategy. I’m one of them, and I think this group is right on. Data mining – the extraction of information, often unseen [...]

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Predicting Search Popularity

by Anthony Mills February 8, 2010

Search volume is one of the most important metrics when analyzing organic and PPC data; however it is one of the least accurately recorded statistics. Google Insight and Google Trends can help search marketers plan in advance of search volume spikes in order to optimize the number of visits and conversions to clients’ sites.

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Measuring the Effectiveness of Social Media Marketing Across Multiple Channels

by Greg Chapman January 27, 2010

It’s amazing to me that with all of the Social Media expertise available to us, clients, business partners, and industry professionals alike are still having great difficulty measuring the true effectiveness of social media marketing efforts and investments on their business. I spoke about this very topic at the Social Media Arizona conference on Monday. [...]

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Corporate Gone Wild: The Rise of "Info Porn"

by Cassandra August 14, 2009

It is no secret that our American society has evolved into a seemingly never ending sex crazed era, in which physical appearance (and our perception of it) directly or indirectly determines the fate of… just about everything. It has been documented that physical appearance is the biggest contributor to personality development, as well as ranked [...]

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PPC Keyword Analysis – Wall Street Style

by Anthony Mills June 11, 2009

There is so much wasteful spending when it comes to advertising. Companies should think of keywords as an investment and optimization efforts as money management. Agencies are the trusted financial advisors that who manage those investments and ensure that they yield the highest return. The Efficient Frontier Model of Keyword Management When I was an [...]

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