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Steve Latham

Archive for Web Analytics

The Five Forces Driving Attribution: Media Measurement Comes of Age

July 26, 2011
Advertisers are (finally) looking beyond the last click.  Here is an overview of the Five Forces that are driving adoption (also published by MediaPostin May 2011) It’s been 3 years since measurement buzzwords “attribution” and “engagement mapping” emerged with great...

Posted in Online Advertising, Web Analytics | No Comments »

Attribution 101: Full Funnel Media Measurement

July 12, 2011
The What, Why and How of Online Media Attribution [if you like presentations, view "Attribution 101" on slideshare] Anyone who has ever bought (or sold) display ads is painfully aware of the need for new metrics for online media.  While “last-click wins” may work for paid...

Posted in Online Advertising, Web Analytics | No Comments »

Measuring ROI: a Primer for Online Marketers

June 28, 2011
As marketing dollars have become more scarce, the importance of measuring ROI and building a business case to support investment has become paramount.  For those seeking to better understand this subject, here’s a “simple” methodology for quantifying value.  In this case, we’ll look at...

Posted in Online Advertising, Web Analytics, Web Strategy | No Comments »

Online Demand Generation

June 1, 2009
Last week I spoke at the Online Marketing Summit’s tour stop in Houston on Demand Generation.  At OMS I unveiled a new presentation that addresses the #1 objective of most marketers: generating leads, sales and other measurable results from online media. The presentation “Online...

Posted in Knowledge Center, Search Marketing, Web Analytics, Website Design & Development | No Comments »

Business Case for Social Media

May 11, 2009
So everyone agrees that social media is hot. But how many marketers have figured out how to use social media to build their brand and drive revenue?  Unfortunately, not nearly enough.  I believe one of the hurdles to pursuing social media as a marketing program is the challenge of creating a...

Posted in Social Media, Web Analytics | No Comments »

Making Sense of Online Results – Part 2

September 30, 2008
Last week at OMS in San Diego I spoke about some of the challenges of measuring results from online campaigns.  In last week’s post, I wrote about the shortcomings of cookie-based tracking. This week, I’ll address the issue of measuring engagment through multiple touchpoints.  I...

Posted in In the Trenches, Integrated Strategy, Web Analytics, Website Design & Development | No Comments »

Making Sense of Results from Online Campaigns: Part 1

September 26, 2008
When I talk to people at OMS and other events, one of the most frequently cited needs I hear about is the ability to measure (and make sense of) results from online campaigns. More specifically, the gap is most organizations is their ability to trace results (e.g. engagement, leads or sales)...

Posted in In the Trenches, Integrated Strategy, Social Media, Web Analytics, Web Strategy | 3 Comments »

Measuring ROI

July 21, 2008
At last week’s OMS shows I spoke about measuring ROI and building a business case to support your investment.  In the presentation I went through a case study showing how we calculated ROI (from in-store purchases) for a online marketing campaign.  For those seeking to better understand...

Posted in Web Analytics | 17 Comments »


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