Measure Marketing’s ROI Right: Incremental Net Profit ROI!
There’s a scary Giant hiding in your closet. It imposes hidden costs that, when accounted for, transform your claim that advertising is adding business profits. Short-term, long-term. The scary Giant changes your OMG! to omg? There’s an incredible return from investing time and love in identifying your Giant costs. Ex: Identifying non-working media costs, by calculating them for the core and sub-components. There is only one other thing more important in Advertising (incrementality). [Note:Newsletter Premium Subscribers: If you can’t locate TMAI #437: Compute Non-Working Media Costs and TMAI #411: Proving Marketing’s Incrementality, just hit reply.] This got me thinking about how frequently we throw around the key performance indicator (KPI), Return on Investment (ROI) – without being careful how they are computed or transparent about what they include or exclude. We simply claim: Our Performance Agency is delivering an ROI of 4! The claim’s implication: For every $1 our Agency spends on Ads, they are delivering $4 back. HURRAY!! So today… Let’s interrogate that 4. What is it? Can it be trusted to reward your Agency? A question to answer by the end: Does your Agency impact survive calculating ROI 4? This blog post was originally published as Premium edition #438 of my newsletter. Weekly, I share actionable insights and hidden patterns to stay at the bleeding edge of Marketing, Analytics, and AI. Sign up for TMAI Premium. 100% revenues are donated to charity. With the Real ROI, Please Stand Up? So, what’s ROI? The most common computation: ROI = [(Revenue – Media Costs)/(Media Costs)] Media Costs are typically the Dollars/Renminbi you paid to run ads – on Facebook, Magazines, CTV, Radio, Bing. Sometimes referred to as Advertising Costs. Revenue is the traceable sum of $$$ earned from running the aforementioned ads. ROI is often expressed at a campaign level – though you can obviously decompose it by an individual ad, a channel, a group of tactics, and on and on. [Premum Subscribers: This is when the Multi-touch Attribution methodology becomes super important – plese refer to TMAI #434.] I was reviewing a Client’s QBR for a recent Campaign and sure enough they’d computed ROI: [Privacy Note: Numbers are real, the visualization is mine. Any mistakes you catch are mine.] ROI = 4!! [Note: I’m not going to cover the commonly bandied about ROAS – Return on Ad Spend. While a close cousin of ROI, I consider ROAS to be emotionally sketchy.] The Agency did not know the Campaign’s overall budget, not unusual, as Agencies rarely do (though you should share with them). I’ve added that number to the table above. An ROI of 4 looks incredible, no? I offer that the 4 is unreal. It meets the classic definition of fake news. To sell the shoes / car parts / laptops / eyeglasses / Bluetooth adapters, you had to design them, manufacture them, ship them, store them, and wait for the order to come. Of all those costs, at the very minimum, you cannot ignore the cost to manufacture them. You sell a pair of eyeglasses for $50, you need to account for the $35 Cost to manufacture them. $35 is known as Cost of Goods Sold (COGS). Hence, this is a more real news formula of ROI: ROI 2 = [(Revenue – COGS – Media Costs)/(Media Costs)]OR ROI 2 = [(Gross Profit – Media Costs)/(Media Costs)] I call ROI 2: “Gross Profit ROI.” For the client above, this is a more real ROI the Agency delivered: For this company, the COGS was 70% of the sale price (expressed as Gross Margin above). After counting that, the amount the company made was $0.9 million, and not $3.2 million. The new, more real, ROI driven by advertising is 0.5. While heartbreaking, please learn to embrace the 0.5 – or you will never know how to be better. Wait, wait, there’s more. Remember, the total budget spent by the Marketing team was $1 million. It is not the $0.6 million being used in both the formulas above. The delta, $0.4 million, were non-working media costs. [Premium Subscribers: See TMAI Premium #437 for how.] IMPORTANT: Your Agency spent $0.6 mil, their calculation is right for what they know. You spent $1 mil, it is your job to account for this money. You must account for the Total Campaign Spend, by using this formula to compute ROI: ROI 3 = [(Revenue – Non-working Costs – COGS – Campaign Budget)/(Campaign Budget)]OR ROI 3 = [(Net Profit – Media Costs)/(Campaign Budget)] This helps us land even closer to the real ROI that your team (not Agency) delivered to the company: The Net Profit ROI 3? Minus 0.1. Your advertising campaign lost money. A shocking realization when you reported ROI as 4 to your CMO. No? We are not done getting to the business value of this campaign. There’s one more thing to get to the realest ROI from advertising. What would have happened if you did not execute this campaign?Would you have lost the entire $3.2 million in Revenue, if you had not spent the $1 million on advertising? Incrementality. Incrementality! We who are active practitioners of the art and science of incrementality know that you would have made a bunch of the $3.2 million even if you did not execute the campaign. I know, I know, it hurts our feelings as Marketers, but sadly, it is reality. Nearly all the sales that come into your company have nothing to do with Marketing! Let’s do one more computation of ROI, this time accounting for incrementality. In this case, the Agency did not practice incrementality for this Client, hence, for today, I’m going to assume it is a super high 30%. What does that number mean? 70% of the Claimed Sales by this campaign, would have occurred any way (store location, product features, seasonality, innovation, reviews on Amazon, whatever else). Here’s the final, closest to real, formula for ROI: ROI 4 = [(iRevenue – iNon-working Costs – iCOGS – Campaign Budget)/(Campaign Budget)]OR ROI 4 = [(Incremental Net Profit – Media Costs)/(Campaign Budget)] That yields the following Incremental Net Profit ROI (4) results: We really lost money. The Campaign’s incremental Net Profit ROI (iROI) is -0.7. A very different picture than the 4 the Agency presented at the start with ROI 1. Difficult Questions: What do you and your Agency compute today? ROI 3 at least? Perhaps, ROI 4?Does our journey today explain why the Marketing budget keeps getting cut by the CFO, despite Marketing’s protests that they are delivering 4x return on investment? Special Note | Brand Marketing ROI. The ROI computations above span a four to six month impact horizon. For brand marketing campaigns, the impact horizon, will stretch beyond six months. For such campaigns, we compute short-term ROI #4 using different KPIs (# People Lifted, Cost Per Individual Lifted – both vs. baselines), and different methodologies (true test-control surveys, not pre-post). And, we will hold Brand Marketing to account for delivering long-term profitability! For that, we will measure long-term ROI #4 with the same KPIs (incremental Profit), but different methodologies (longer impact horizon like advanced attribution modeling, ML-based mix models, and CausalAI). Radically improving Marketing’s ROI. Good Marketing can absolutely deliver a magnificent Return on Investment. But how? For my clients, I take a repeatedly tested in the real world four-step approach to deliver radically better ROI. I did a deep dive into each step, and actions you should take, in Premium edition #440. Here’s the summary: Step 1. The Marketing Team: Obsess about excessive non-working media costs. Step 2: The Agency: Obsess about highly incremental tactics. Step 3: The Commerce Team: Why is the Conversion Rate so low? Step 4: The Engineering Team: Product costs and process innovation The glorious profit-generating outcome my approach above looks like… You can replicate it in your company… [Higher resolution: Right Click, Open in a New Tab.] TMAI Premium subscriber? Please email me for the excel spreadsheet, and the deep dive details of the four step process above. Bottom line. Marketing tends to be the first budget to be cut in tough times. Two reasons: 1. No one at the top of the company quite believes any claim the CMO offers re impact of Marketing (see above). 2. Marketing competes with Engineering, Retail Stores, Customer Service, HR, Factories, Finance for budget – the short-term ROI from all of them is easier to see (and believe). This is our (Marketing’s) problem to understand, and fix. Here are your standards: ROI #3 is the minimum standard that’ll survive Board or CFO scrutiny. ROI #4 will ensure Marketing is among the last budgets to be cut. Carpe diem!
The post Measure Marketing’s ROI Right: Incremental Net Profit ROI! appeared first on Occam’s Razor by Avinash Kaushik.
2 Seconds to Brand Impact: A Modern Video Ads Playbook
Would you believe it: Almost no one watches your video ads! Take your company employee hat off: Do you watch any other company’s video ads, if you have the choice to skip or swipe? Do you watch your company’s ads, if you have the choice to skip or swipe? The answer for you, me, our employee peers is likely no. Reason: Just as for our users… The ad’s in the way. When producing advertising, here’s the reality CMOs ignore: You are not competing against other ads. You are competing against the entire internet. All of it. If a human is actively watching your 60s ad on TV all the way to the end, the most likely reason is her phone’s battery is dead. Pause for reflection. This blog post was originally published as edition #489 of my newsletter TMAI Premium. Each week, I share strategic insights and actionable guidance on how to stay at the very bleeding edge of Marketing, Analytics, and AI-transformation. Sign up for TMAI Premium to accelerate your career trajectory. 100% of TMAI revenues are donated to charity. I am not advocating against video advertising. It is essential for effective and scalable brand marketing. I am advocating for ad creatives to embrace the decade-old reality of consumer behavior, media consumption, and attention fragmentation. I am for video advertising strategies that are built to recognize that attention is the most expensive currency on earth. To make the case for just how important this is… Here’s my synthesis of the data illustrating the average seconds of attention paid in each media channel, how much of that attention is with sound on (more effective!), and how much of your ad is watched all the way to the end… Video Ads: Attention Metrics [For a higher resolution image: Right mouse click > Open image in new tab.] Sobering, no? Big Insight: Active attention to an ad is contextual. And, brief. Increasingly: Just the first two seconds. Big Implication: A 60s TV ad is now, functionally, a 15-second ad with 45 seconds of background noise for most viewers. A 15s TikTok video ad is now, functionally, a 1s display ad view. Big Disappointment: Your Brand Marketing is largely delivering zero brand lift when measured with true test-control brand lift studies. If you are producing ads (“stories”) longer than 30 seconds – like the one- to five-minute sappy holiday creatives common this time of year – you are doing that purely for your own entertainment. Protect your career by not promising any business profits. The data above also explains why your TikTok / Reels / YT Shorts ad campaigns have almost never delivered brand lift with an above zero confidence interval – a massive waste of precious creative & Marketing budgets. [Note: TMAI Premium subscribers, carefully review TMAI #447: Confidence Intervals: A Brand Analytics MUST Have. Please email me if you do not have my awesome Excel model to compute your campaign’s real impact.] Why obsess about this? Effective Brand Marketing is the only way to grow Market Share over time. Video ads are a necessary tactic in that holy quest. Let’s embrace real consumer behavior, media consumption, and attention fragmentation. Shorter video ads. And, regardless of the ad length, front-loaded video ads with high-impact first two seconds. Wait, Wait, Wait… Loooong Ads Are Better! Like me, I’m confident you’ve heard a variation of this from your VP of Creative / Global Creative Director / CMO: Long creatives tell a better story, and people remember better stories. What does the data say? Data Fact One: Studies by Facebook’s Brand Lift team, Google/YT ABCDs find that shorter ads (6-15s) often drive equal or higher lifts in Ad Recall and Consideration than longer ads. (In part because they are less likely to be skipped or are unskippable.) Data Fact Two: Quantifying that… Research (Lumen/Teads) identifies that 15s ads drive 75-85% of the recall of a 30s ad – at half the media cost (Magna/IPG). Data Fact Three: If they hold attention throughout, longer ads (30s+) can drive higher emotional intensity and long-term brand affinity. Your VP, Director, CMO is right… Longer ads have additional value to offer! To deliver that special magic, long ad creatives have to solve three problems: 1. The long ad needs to be built to solve a different, long-term purpose. 2. If you just want to drive Unaided Brand Awareness, Consideration, or Purchase Intent, you can do so more efficiently with a shorter ad, while lowering resentment risk. The long ad creative needs to be super magnificently effective in the first 1-4 seconds. The creative has to be able to avoid the Skip / Swipe in skippable ad formats, and avoid the human looking away / going to the bathroom / looking down at their phone in the case of non-skippable formats. 3. The long ad creative needs to be supported by 3x – 6x additional media budget – when compared to the 15s ad media budget – to deliver the promised higher emotional intensity. Life Changing Insight: The modern battle for brand lift isn’t won by one long story; it is won by frequency of short, high-impact moments. No matter your ad length, if your ad is not seen x number of times over y weeks, it will not deliver impact. [Note: Premium subscribers deep dive and incorporate: TMAI #431: Impact of Ad Length on Campaign Cost.] It is difficult to meet these three magic-producing criteria, but it can be done. Use the ad length that is optimal for the business purpose you are solving for. Don’t use a jumbo jet to commute to Manhattan. Don’t try to cycle from NY to Chicago. Regardless of ad length/purpose, I’m confident you noticed that you really need to make the first two, three, seconds count. [Special Advice: The Ad Sales team at one particular ad platform aggressively champions the cause of looooooooooong ads. If you run into them, set all else aside and ask one question: How do we get distribution for the looooooooooong ads? If you get an affordable, scalable answer that spike and sustains, follow their advice.] An Ideal Video Ads Media Plan. Recognizing that effective Brand Marketing via video ads is not a one-size-fits-all, I want to sketch this starting point for your video ads strategy: Spark: 6s “Bumpers” / equivalent, will take a majority of your media budget (55-65%). They build frequency, recognition, and sustain your brand lift gains. Fuel: 15s / equivalent, will take nearly all of the rest of your media budget (25-35%). Ideally, sequenced with effective 6s ads so they would have gained interest to hear the rest of the story. Blaze: An occasional 30s (ideally non-skip) taking the remaining budget (5-8%), in big spike moments to support a specific brand feeling. Beacon: A rare, beautiful 60s film, not as an ad (0%), but organically seeded on social channels, shown in internal company meetings, submitted for industry awards. There can be small, occasional, variations. From my experience across industries and countries… For retail type companies, Spark takes up 70%. For B2B, Fuel can be up to 40%. For a revolutionary new product/company, Blaze temporarily can be 20%. Repetition: You will notice I’m consistently prioritizing frequency over length. Effective Brand Marketing is frequency-powered in an age where attention is the most expensive currency. Second repetition: Regardless of length, each type of video ad will have to start front-loaded, with a BANG. The first few seconds are critical to plant a memory, to generate interest in seeing rest of the story. Let’s learn how to do that. How to Be Creative: Zero 2 Interest in Two Seconds! Across all social video, users pay only 12 seconds of active ad attention for every hour(!!). Implication: Your share of voice is infinitesimal unless you disrupt their pattern. To do that, you have one to three seconds max. I’ll share data-identified effective creative tactics, for each channel. But first, there are five creative tactics that apply regardless of channel. Big 5 Universal Creative Effectiveness Truths. 1. Brand in 3. The brand must be recognizable within 3 seconds (logo, color, sonic signature, character). 2. Frame-One Impact. The first visual frame must tell a story or pose a question. (It is insanely difficult, that is what it takes to win.) 3. Sound as Lead, Not Support. Music, voice tone, and audio pacing drive emotional response faster than visual. 4. The “Why Now?” Answer the viewer’s unconscious question: “Why should I care about this right now?” (Reminder: Your ad’s competing against all the content on the internet.) 5. Creative Pre-Tested. The only way to win before you spend is to pre-test your creative – and ensure it passed in your ad’s media channel and your intended audience. For Concepts and high media weight Executions, use HMM Pro. For high volume, low media weight Executions, TikTok/Shorts/Reels, use HMM AI. These are super high standards for your creative teams to meet. In a world where you’ll get 12 seconds of ad attention per hour… Recommendations 1 – 5 above are mandatory. If you feel your video ads are falling short of the above truths: A. That explains why you can’t prove an iota of incremental impact from Brand Marketing on long-term Revenue. B. That should be a reason you pause your current video ad spend until your creative team/agency can deliver worthy creative. The Build Effective Creative Journey Continues. Every channel has its nuances. What works on TV rarely works on YouTube. What works on Reels often does not work for Facebook. Mobile video ads needs different Big Bang Two-Second start than if they are served on CTV. In TMAI #490 I’ve shared detailed best practices I’ve validated through testing and media tactics individually for Linear TV, CTV, YouTube Skippable, Facebook/Instagram Feed, TikTok/Reels/Shorts, and Snapchat. Lessons from approx. $10 bil in brand marketing spend analyzed. If you are a new TMAI Premium member, please email me if you can’t find edition 490 with detailed Part 2. If you are not, grab an annual Premium subscription here – the insights will transform your professional effectiveness! Bottom line. Our belief in the power of story is correct. Our canvas has changed. The 60-second spot is not dead, as illustrated above, it has a purpose in a Beacon strategy on free channels and for earning awards. The 60-second ad as interruption is dead. It does not perform as a media strategy. (Neither is there much inventory to buy. The platforms know it does not work!) Short-form creative is how we earn attention, and earn permission to tell our (slightly) longer, richer story. We are not abandoning our craft. Our quest remains legendary brand lift! The path we take to get there is new. Carpe diem. Avinash. PS: In the world of Chinese livestream sales, Zheng Xiang Xiang’s approach is super impressive. She sells 100 million Yuan ($19m) of products in a week. Don’t emulate it. Xiang Xiang operates within available attention. Appreciate that to become a better Marketer.
The post 2 Seconds to Brand Impact: A Modern Video Ads Playbook appeared first on Occam’s Razor by Avinash Kaushik.
Marketing: Win Before You Spend: Pre-Test Creative + Media Sufficiency.
The most important lesson in Marketing is also the simplest: Successful Marketing requires incredible Creative, and sufficient Media weight. Simple, no? Yet, in my experience, it is rare that either part of that equation is understood or optimally executed. This disappointing reality limits the success for your Performance Marketing campaigns, and is death for your […]
The post Marketing: Win Before You Spend: Pre-Test Creative + Media Sufficiency. appeared first on Occam’s Razor by Avinash Kaushik.
Marketing Analytics Mistake #1: Efficiency Without Effectiveness!
“Let’s all focus on a single metric, a True North for the entire company!” This is an understandable sentiment from Extremely Senior Leaders (ESLs). There are so many data pukes (sorry, “dashboards”) running around the organization, employees face such difficulty in being able to be smarter. Or, worse, Teams/Agencies can cherry-pick and show “impact.” Hence, […]
The post Marketing Analytics Mistake #1: Efficiency Without Effectiveness! appeared first on Occam’s Razor by Avinash Kaushik.
Transform Data’s Impact: Pick The Right Success KPI!
Your analysis provides clear data that the campaign was a (glorious) failure. It could not be clearer. The KPI you chose for your brand campaign was Trust, it had a pre-set target of +5. The post-campaign analysis that compares performance across Test & Control cells shows that Trust did not move at all. (Suspiciously, there […]
The post Transform Data’s Impact: Pick The Right Success KPI! appeared first on Occam’s Razor by Avinash Kaushik.
Deliver Step Change Impact: Marketing & Analytics Obsessions
Some moments in time are perfect to reflect on where you are, what your priorities are, and then consider what you should start-stop-continue. In those moments, you are not thinking of delivering incremental change… You are driven by a desire to deliver a step change (a large or sudden discontinuous change, especially one that makes […]
The post Deliver Step Change Impact: Marketing & Analytics Obsessions appeared first on Occam’s Razor by Avinash Kaushik.
Six Nudges: Creating A Sense Of Urgency For Higher Conversion Rates!
By every indicator available, ecommerce is continuing to grow at an insane speed. Although it may seem impossible to imagine with ecommerce already totaling up to 5% of overall commerce, there’s astronomical growth still to come. Still, I’m heartbroken that some the simplest elements of ecommerce stink so much. It is 2018—why are there still […]
The post Six Nudges: Creating A Sense Of Urgency For Higher Conversion Rates! appeared first on Occam’s Razor by Avinash Kaushik.
Smarter Career Choices #3: Solve for the Global Maxima!
Today, a simple lesson that so many of us miss at great peril. In fact in your role, at this very moment, your company is making a mistake in terms of how it values your impact on the business. The lesson is about the limitation of optimizing for a local maxima, usually in a silo. […]
Smarter Career Choices #3: Solve for the Global Maxima! is a post from: Occam’s Razor by Avinash Kaushik
The Artificial Intelligence Opportunity: A Camel to Cars Moment
Over the last couple years, I’ve spent an increasing amount of time diving into the possibilities Deep Learning (DL) offers in terms of what we can do with Artificial Intelligence (AI). Some of these possibilities have already been realized (more on this later in the post). And, I could not be more excited to see […]
The Artificial Intelligence Opportunity: A Camel to Cars Moment is a post from: Occam’s Razor by Avinash Kaushik
Stop All Social Media Activity (Organic) | Solve For A Profitable Reality
Life is short. It is time to point out an ugly truth, and to be the brave person that you are, the intelligent rational assessor of reality that you are, and kill all the organic social media activity by your company. All of it. Seems radical, but let’s take it one step at a time. […]
Stop All Social Media Activity (Organic) | Solve For A Profitable Reality is a post from: Occam’s Razor by Avinash Kaushik
Cookies To Humans: Implications Of Identity Systems On Incentives!
A story where data is the hero, followed by two mind-challenging business-shifting ideas. At a previous employer customer service on the phone was a huge part of the operation. Qualitative surveys were giving the company a read that customers were unhappy with the service being provided. As bad customer service is a massive long-term cost […]
Cookies To Humans: Implications Of Identity Systems On Incentives! is a post from: Occam’s Razor by Avinash Kaushik
It’s Not The Ink, It’s The Think: 6 Effective Data Visualization Strategies
Ten years, and the 944,357 words, are proof that I love purposeful data, collecting it, pouring smart strategies into analyzing it, and using the insights identified to transform organizations. In the quest for that last important bit, I am insanely obsessive about 1. simplification and 2. pressing the right emotional buttons. The reasons are that […]
It’s Not The Ink, It’s The Think: 6 Effective Data Visualization Strategies is a post from: Occam’s Razor by Avinash Kaushik
Ad Block Tracking With Google Analytics: Code, Metrics, Reports
You don’t use an ad blocker, right? Of course not! You would never want to take away the opportunity a content creator has online to monetize their work via ads. I know that at least some of you think I’m being sarcastic. I am not, and this post is all about getting the data to […]
Ad Block Tracking With Google Analytics: Code, Metrics, Reports is a post from: Occam’s Razor by Avinash Kaushik
A Great Analyst’s Best Friends: Skepticism & Wisdom!
Here’s something important I’ve observed in my experience in working with data, and changing organizations with ideas: Great Analysts are always skeptical. Deeply so. This was always true, of course. But, it has become mission critical over the last few years as the depth, breadth, quantity and every other dimension you could apply to data […]
A Great Analyst’s Best Friends: Skepticism & Wisdom! is a post from: Occam’s Razor by Avinash Kaushik
The Marketing < > Analytics Intersect: My Newsletter!
I want you to sign up for something very, very special I’m doing: Writing short stories from the intersection of marketing and analytics. My goal is to get you promoted, you are going to love it. So. Please do sign up. But, first, as you’ve come to expect from this blog… Context… Should you own […]
The Marketing Analytics Intersect: My Newsletter! is a post from: Occam’s Razor by Avinash Kaushik
How To Suck At Social Media: An Indispensable Guide For Businesses
Facebook, at last count, has 1.5 billion monthly active users. YouTube has 1.2 billion users (watching 6 billion hours of videos!). Instagram has an estimated 400 million users. Those are some big gigantic numbers! [Sidebar] I’m experimenting with sharing short stories via an insightful newsletter. I’d love for you to sign up: The Marketing Analytics […]
How To Suck At Social Media: An Indispensable Guide For Businesses is a post from: Occam’s Razor by Avinash Kaushik
Great Storytelling With Data: Visualize Simply And Focus Obsessively
The difference between a Reporting Squirrel and Analysis Ninja? Insights. As in, the former is in the business of providing data, the latter in the business of understanding the performance implied by the data. That understanding leads to insights about why the performance occurred, which leads to so what we should do. [Sidebar] I’m experimenting […]
Great Storytelling With Data: Visualize Simply And Focus Obsessively is a post from: Occam’s Razor by Avinash Kaushik
See, Think, Do, Care Winning Combo: Content +Marketing +Measurement!
There have been tons and tons of implementations around the world of my wonderfully profitable See-Think-Do-Care business framework. This is immensely gratifying. Over the last year, I’ve also worked with many companies to drive new and rapid innovation in their digital strategies using the framework. In the process, I’ve learned a whole lot more, evolved […]
See, Think, Do, Care Winning Combo: Content +Marketing +Measurement! is a post from: Occam’s Razor by Avinash Kaushik
The Complete Digital Analytics Ecosystem: How To Win Big
The world of digital analytics seems to be insanely complicated. And, yes, some of it is. Third-party or first-party cookies anyone? And, are we tracking people, devices, web browsers or whoknowswhat? But it is a lot less complicated than you might believe. No. Really. A lot less complicated. I led a discussion the other day […]
The Complete Digital Analytics Ecosystem: How To Win Big is a post from: Occam’s Razor by Avinash Kaushik
Magnificent Mobile Website And App Analytics: Reports, Metrics, How-to!
Nothing I can tell you about the importance of having an incredible mobile strategy will surprise you. Mobile devices (phones, tablets, wearables) are transforming how we behave, how we buy, how we consume content, and dare I say how we become happy or we become sad. You after all have all of the aforementioned devices, […]
Magnificent Mobile Website And App Analytics: Reports, Metrics, How-to! is a post from: Occam’s Razor by Avinash Kaushik