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LATEST ARTICLES ( 42 )

• Marketing Attribution: Is There Really a Difference?

  

  Using big data for attribution has become increasingly important for data driven organizations to understand what’s working in their marketing lineup. Read more

  Posted on 05 February 2013 BUSINESS, MARKETING & ADVERTISING

• Operationalizing Analytics with Revenue Attribution and Targeting

  

  Modern direct marketers understand that using data and analytics to make decisions is smart. One of the challenges that marketers face is that their analytic... Read more

  Posted on 18 December 2012 BUSINESS, MARKETING & ADVERTISING

• How to Start With Hadoop: Shopping, Design, Distribution, and Cloud

  

  This is part two of a two part series on setting up Hadoop. Link to Part 1 Time to shop Now that you have a good collection of requirements and open questions i... Read more

  Posted on 10 December 2012 BUSINESS, MARKETING & ADVERTISING

• How to Start With Hadoop: 3 Key Questions to Ask Yourself

  

  This is part one of a two part series on setting up Hadoop. Link to part 2 One of the big challenges people have with using Hadoop is knowing how to scale up... Read more

  Posted on 03 December 2012 BUSINESS, MARKETING & ADVERTISING

• Where Is The Customer? What's Missing in Marketing Attribution

  

  These days, it seems that marketing attribution comes in many flavors, but most of them aren’t so refined. According to the November 2012 Econsultancy’s... Read more

  Posted on 28 November 2012 BUSINESS, MARKETING & ADVERTISING

• Retail: Why Your Competition Might Be Getting Smarter

  

  What retailer wouldn’t want to increase operating margin by 60%? That’s right - none. So if you aren’t leveraging your big data for analytical insight you’ll... Read more

  Posted on 25 October 2012 BUSINESS, MARKETING & ADVERTISING

• Google’s ‘Flight Map’ to Purchase: How Do You Attribute Across Channels?

  

  In a recent article, Google’s head of retail, Todd Pollack, discussed how conversion paths are becoming increasingly more complex. Read more

  Posted on 25 September 2012 BUSINESS, MARKETING & ADVERTISING

• Mobile Ads: Brands That Do It Right (and Wrong!)

  

  A marketing colleague whom I have known a long time recently asked me for suggestions to improve his company’s mobile advertising. I had to be honest with him... Read more

  Posted on 12 September 2012 BUSINESS, MARKETING & ADVERTISING

• Why the Current Tools for Measuring Campaign Performance Are Doomed

  

  I was recently reading an article by Facebook’s head of measurement, Brad Smallwood. The topic was the inadequacy of existing techniques for gauging reach and,... Read more

  Posted on 04 September 2012 BUSINESS, MARKETING & ADVERTISING

• Using Big Data to Understand Customer Behavior

  

  Do you know what drives your customers' behavior? More specifically, do you understand the impact each marketing investment you make has on your customers'... Read more

  Posted on 27 August 2012 BUSINESS, MARKETING & ADVERTISING

• Williams-Sonoma Targets Customers Using UpStream

  

  For the past two years retailer Williams-Sonoma, Inc., known for premier home furnishings brands Williams-Sonoma, Pottery Barn, and West Elm, has worked with... Read more

  Posted on 21 August 2012 BUSINESS, MARKETING & ADVERTISING

• Pros and Cons of Using Gross Or Net Sales

  

  When considering how you want to approach attribution one of the first fundamental questions you should ask – do you want to use gross or net sales? ... Read more

  Posted on 02 August 2012 BUSINESS, MARKETING & ADVERTISING

• Get to Know the UpStream Team: Statistician Tess Nesbitt, PhD

  

  Get to know our team at UpStream. This week we talk with Statistician Tess Nesbitt, PhD, about building statistical models at UpStream. How do you see... Read more

  Posted on 24 July 2012 BUSINESS, MARKETING & ADVERTISING

• Multi-Channel Marketing: Replacing Last Click Attribution

  

  In a recent Online Metrics Insider post, Patrick Dolan discussed the chaos for marketers caused by the demise of last click and the rise of new attribution... Read more

  Posted on 21 June 2012 BUSINESS, MARKETING & ADVERTISING

• Unintended Consequences of Default “Do Not Track” in IE10

  

  With Microsoft’s recent announcement that it will enable by default the Do Not Track (DNT) feature in IE10 that ships with Microsoft 8, the digital advertising... Read more

  Posted on 06 June 2012 BUSINESS, MARKETING & ADVERTISING

• Get to Know the UpStream Team: CTO Brandon Mason Talks Big Data

  

  Get to know our team at UpStream. This week we talk about Big Data with our CTO, Brandon Mason. How do you see your customers using Big Data in the future? The... Read more

  Posted on 22 May 2012 BUSINESS, MARKETING & ADVERTISING

• Marketing Trifecta: Email, Display, and Website Personalization

  

  Brands are challenged with creating a consistent experience across the myriad of marketing channels that they interact with customers in. If a customer... Read more

  Posted on 04 May 2012 BUSINESS, MARKETING & ADVERTISING

• Webinar [video]: How Big Data is Changing Retail Marketing Analytics

  UpStream's CEO John Wallace and CTO Brandon Mason were guest speakers yesterday in the Revolution Analytics Webinar series. If you missed the session on How... Read more

  Posted on 26 April 2012 BUSINESS, MARKETING & ADVERTISING

• Direct Marketing: How to Drive Revenue With Customer Response Modeling

  

  A few years ago I worked on a marketing campaign for a targeted poster campaign that had the team tripping over each other. The campaign had a short turnaround... Read more

  Posted on 18 April 2012 BUSINESS, MARKETING & ADVERTISING

• Retail Marketing Planning: How to Get Started With Marketing Planning

  

  Marketers struggle with marketing campaign planning for different reasons: incomplete or inaccessible historical data, new marketing channels with no obvious... Read more

  Posted on 13 April 2012 BUSINESS, MARKETING & ADVERTISING