Web Metrics

How do you know how long to A/B test your website changes?

Everyone wants to be data-driven these days, so A/B testing is all the rage. Too often, however, I run into clients that run dozens...

Are you testing the right things on your website?

It doesn't happen as much anymore, but it wasn't long ago that every time I showed slides explaining how Amazon tests every change they...

Keyword Knowledge Graphs: Using AI to Create Outside-In Taxonomies

We've changed our webinars to live expert interviews. For our first one, Mike talked with James Mathewson, the program director of content marketing platforms...

Outside-In Marketing Starts with Knowing Your Customers

What does it mean to market from the outside-in? It means an end to the shouting about your benefits at anyone who finds themselves...

The one marketing investment with no ROI that you must make

I am a big believer in marketing investments returning more than their investment--and you probably are, too. In these data-driven times, we all want...

Customer experience enemy #1: the org chart

It’s always possible to have a bad digital customer experience if you lack the skills or investment to create one. But it’s equally possible...

What you don’t know about ad fraud can hurt you

Everyone knows about digital ad fraud, but do you know how to protect yourself...

How the new tax bill exacerbates millennials’ frustration with “brand capitalism”

Capitalism is really the brand of our free market economic system which has been the driving force for American commercial success since its founding....

3 reasons to avoid Accelerated Mobile Pages (AMPs)

I often get asked about IBM's position on Accelerated Mobile Pages (AMPs). AMPs are mobile-first web pages that you submit to Google,...