Posts tagged with 'reporting'

Five simple attribution black holes to look out for in reporting

Having worked almost exclusively with retail websites for the last four years, I’ve spent a lot of time analysing data for different channels and trying to attribute value to specific marketing campaigns and projects.

Whilst doing this I’ve found a number of fairly obvious (only when you really think about it) potential threats to everyday attribution that I wanted to share.

Is Twitter a platform for real time reporting?

Management Today editor Matthew Gwyther is the latest print media veteran to stick the boot into Twitter, labelling it “a tedious fad we would do well to pull the plug on”.

He lambasts the “news editors at the national newspapers” for wading into Twitter without adequate resources “to do it properly”, while accusing them of being “desperate to keep up with the Joneses”.

“The result is an unwholesome mess - a garbled Babel of nonsense that leaves you screaming for a return to the times when we could read all about it the day afterwards over our Cornflakes on a page of newsprint.”

Word to Matthew: you can read it afterwards! You don't have to tune in to Twitter! It will all become clear the next day.

But there’s a place for Twitter – and a place for real time reporting too...