Best Practices for Building Brand Experience Via Social Channels

I was walking through Barnes & Noble last weekend when I saw The Social Media Bible and it got me thinking, why have marketers transformed “social media” into a complicated tool that brands continually misuse and fail to integrate successfully into other marketing campaigns? The essence of social platforms is people authentically connecting with other […]

The State of Marketing Industry – Creating a Solid Foundation

As CSO at a marketing optimization organization, I have first-hand experience with how overwhelming it can be to determine the best way to allocate marketing spend to drive traffic to a company’s site and increase conversion rates. Do you focus on display ads and banners, keyword advertising, affiliates, RSS feeds, email lists, widgets, videos, or […]

Eyjafjallajokull, 16 characters of mayhem!

I was in the UK last week for a PR summit, which was originally planned for April (postponed due to Eyjafjallajokull, or as I like to call it, E-kull, since I cannot correctly pronounce Eyjafjallajokull) There were very few surprises that came out of the discussions: we know that the vast concept/channel/initiative that is known […]

Geeks vs Nerds – Or – A Good Analyst is Hard to Find

At the end of a long day during Unica’s marketing conference in 2008 one of our customers and I were discussing whether it is better to be a nerd or a geek. Tough question it seemed. But luckily, in Sept. 2009 the brilliant Venn diagram below started zipping all over blogs on the Internet. The […]

Where is the beacon?

In the hustle and bustle of a business day, sometimes the task of optimizing your web site recommendations may get put on the back burner.  Maybe you don’t know where to start.  Coremetrics can shed a powerful light on the subject with the latest Intelligent Offer v7 application.  With the new version, the power to […]

All About Import

At Coremetrics, we offer our clients the option to import various files within the application using the Import module. You can access the Import module via the top navigation or directly via   So, what kinds of files can you import? There are several. These include: Forecast Metrics, Category Definition file (CDF), files for […]

Confessions of a Twitter Skeptic: A Success Story in My Own Backyard

Don’t tell anyone, but I don’t tweet, only joined Facebook a few short months ago, and my phone isn’t smart.  These are strange statements for a guy who works in Hi-Tech marketing, lives in the Boston area, and went to a school that some consider “moderately technical.”  The even greater irony (or pure genius) here […]

Let the Advertising Games Begin!

One of the hottest ideas in Search Engine Marketing today is the ability to do A/B split testing of your ads.  We’ve been hearing a lot from Coremetrics clients who are very excited about the new Coremetrics Search™ 9 ad A/B testing capabilities.  Finally, the power to quickly and easily compare ads within an ad […]

Farewell to Coremetrics and Web Analytics as you knew it

Congratulations to our colleagues at Coremetrics who have been such an important part of the web analytics industry for the past decade. Web analytics are a critical component of something bigger In 2006, Unica’s acquisition of a web analytics vendor illustrated Unica’s long held vision that web analytics are critical to the marketing process and […]

News You Can Use: Virgin Atlantic Airways Flies through Implementation

Virgin Atlantic Airways had the same problem that we hear from prospective customers all the time: “We have all the data we need, but it’s not actionable.” The amount of analysis required to actually drive decisions made Virgin Atlantic’s analytics solution essentially useless. How did Virgin Atlantic avoid repeating the same mistakes when they implemented […]

Lost Phones, Lost Opportunities

This week I’m attending the MAAWG conference in beautiful and historic Barcelona. Outside of the phenomenal food, architecture and lively nightlife there’s a great assortment of really bright individuals all dedicated to the abolishment of spam. No event is without its bumps and this conference is no exception—on Sunday I learned that my friend and […]

Successful Segmentation

A wise colleague of mine once said that “analytics without segmentation is dangerous”.  And it’s true.  Without segmentation, analysts must make multiple assumptions in order to make use of the data at hand.  How many assumptions are you making during your analyses?  How accurate are these assumptions?  You may never know! Personalization of marketing, site […]