DATACRAFT

This document is combo manifesto and white paper, blending my personal mission to solve problems I've discovered over decades of experience with answers I've developed and refined. It reflects my commitment to addressing persistent challenges that led me to develop a methodology/tool I call SIGNAL. It's a long document, so here is a table of contents to help you navigate: Part 1: Problems That Never Go Away Funnels, Journeys, and the Reality of Behavior The Importance of Imp

Search is evolving at a pace we haven’t seen before. Increasingly, users are getting their answers without ever leaving the search...

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

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

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...

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...

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

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....

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...

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