Stop Talking About CTR, Start Measuring Marketing KPIs That Matter

Written by Jeff Commaroto on

Too often marketing “analysis” takes the form of scorecards or giant tables filled with impressions, clicks, cost and cost per click (CPC) metrics with maybe some social shares thrown in. At Mason Digital we preach marketers should only measure what matters. Sounds good, right? You might ask, “What actually matters?” Simple, all the things that […]

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4 Limitations of Google Analytics

Written by Karl Heberger on

Google Analytics is a free service that allows marketers and website owners to track users’ behavior on their website. It can tell the story that is so critical to understanding how to improve the performance of a site. Specifically, who is visiting, how they got there, and what they did. When I say “who” I […]

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Data is Not Insight

Written by Jeff Commaroto on

For decades we marketers have promised a response to the almost centuries old observation by John Wanamaker, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Advanced user tracking and mass data collection was supposed to transform our industry and provide new accountability. We became convinced data […]

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Digital Marketers Should Only Measure What Matters

Written by Karl Heberger on

About twenty years ago I graduated from college with a degree in marketing and not a clue on what to do with it. It was the period of early transition from traditional marketing to the new world of digital. Side note: I feel old when I tell people that I took a direct marketing course […]

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Marketing Intelligence is More Than a Dashboard

Written by Jeff Commaroto on

Extracting, Transforming and Activating Data Takes Skill Modern marketing campaigns produce vast amounts of data. This data is valuable only after it is transformed into actionable insight. For years marketers and business leaders have chased promises that software could replace the time and labor needed to produce these insights. Despite their availability and adoption professionals […]

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It’s Time to Take Responsibility for Your Privacy

Written by Jeff Commaroto on

I have seen first-hand the vast benefits of data targeting and ad tracking. Time and money saved, relevant ads delivered to the right audiences, client goals achieved. It is also undeniable, especially in light of accusations surrounding Cambridge Analytica, that mass collection and harvesting of consumer data poses major risks that we are only beginning […]

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Your Click Through Rate Doesn’t Matter

Written by Karl Heberger on

Since its inception, digital advertising has been graded and evaluated by a metric known as click-through rate (CTR). This metric is calculated by the number of times your ad is clicked divided by the number of times your ad is seen. Depending on the type of advertising you’re running online, CTRs can range anywhere from […]

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Why Your Marketing Data Is Worthless

Written by Matt Weaver on

The other day I was perusing Facebook and saw an ad for the Nanit baby monitor. This was intriguing because I have been searching for new baby monitors to spy on my infant son while he sleeps. This one is billed as the “Tesla of Baby Monitors”. Now they have my attention. Their website is nice, […]

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Poor Data Interpretation Can Result In Bad Business Decisions

Written by Karl Heberger on

Don’t let the numerous articles written about “big data” fool you, data is not exciting. In its raw form, data is quite boring. In fact, if data were a movie, it would be “Ishtar.” Data by itself is confusing and lacks a compelling narrative. Data is only useful when it tells a story and provides […]

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5 Tips To Get The Most From Your Google Analytics

Written by Karl Heberger on

Do you make business decisions based on pertinent information or your gut? Maybe you’re like a lot of people who rely on what I call “gutfo” – using intuition and then finding information that supports it. Either way, collecting and analyzing data that can assist your decision-making is important and easier now than it’s ever […]

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