Metrics Matter
ServiceClarity Blog

How NOT to do your Marketing Analytics

The concept of marketing analytics has come to light in the past few years with management and executives wanting to know the exact figures for conversion rates. Now, thanks to digital marketing, this is now possible. No longer is it a case of having billboard advertising and not knowing how many people saw your advertisement yet alone if anyone actually followed through and bought your product because they saw it. We now have the metrics at hand which gives us a clear picture of what is working, or not working. From working in marketing I have learned a few things you should do and a few that you should not. I'll share a few insights into my 'should not' list and how you can work around this.

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The affordable alternative to Business Intelligence

 Business Intelligence, we've all heard of it, but what is it?

The whole concept of Business Intelligence surfaced in 1865, with a young guy called Richard Devens who was using it to describe how a banker profited from information by gathering and acting on it before his competition. More recently, an IBM computer scientist described the potential of gathering Business Intelligence (BI) through the use of technology. Business intelligence, as it is understood today, uses technology to gather and analyse data, translate it into useful information, and act on it "before the competition". 

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