The Marketing Bureau

....Through Attribution Analytics
By Brian Lesser & Brad Terrell
First Published on www.imediaconnection.com

The advent of digital media and advertising has provided marketers with new abilities to precisely manage and measure the online success of direct response campaigns. Tracking the effectiveness of brand marketing through digital channels, however, hasn't always been so simple.  Read more >>

Use Analytics to Make It Personal
by Dr. Michael Haydock
First Published on www.marketingprofs.com

There's a funny scene in the television series Mad Men. Advertising executive Don Draper is having a tough time with the president of Belle Jolie lipstick, a prospective client. The makeup mogul rejects Draper's proposed advertising campaign. Draper persists, however, and the executive finally comes around to Draper's way of thinking. "Nice work," Mr. Lipstick says. "I think you may be right about this." "We'll never know, will we?" Draper coolly replies. "It's not a science." Read more >>

By Sam Saltis
First Published on www.marketingmag.com.au

Wouldn’t it be great if you knew more about how your customers and prospects interacted with your website, so you could tailor content and campaigns accordingly and increase the opportunity available to you via the web? Well, unless you’ve been living under a rock the past few years, you’ll know that you can. And it isn’t all that hard. Read more >>

The Nine Most Common Data Mining Techniques Used in Predictive Analytics
By Laura Patterson
First Published on www.marketingprofs.com
Predictive analytics enables you to develop mathematical models to help you better understand the variables driving success. Predictive analytics relies on formulas that compare past successes and failures, and then uses those formulas to predict future outcomes.  Read more >>