tag:blogger.com,1999:blog-32202893.post4695478244081746114..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: False MetricsUnknownnoreply@blogger.comBlogger4125tag:blogger.com,1999:blog-32202893.post-11975780762180962782009-01-26T14:56:00.000-08:002009-01-26T14:56:00.000-08:00Oh sure, there's always exceptions. No two compan...Oh sure, there's always exceptions. No two companies have customers that behave the same way.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-86910192657241815882009-01-26T14:46:00.000-08:002009-01-26T14:46:00.000-08:00In my experience, multichannel customers were foun...In my experience, multichannel customers were found to have spent the most because they (by default) had made more than 1 purchase! While a silly mistake, I observed some high ranking professionals make this error.<BR/><BR/>I am not surprised by your findings Kevin, however I'd add that there are possible exceptions. Certain brands convey their message/products/image better in specific channels and I'd expect customer behavior to change after a purchase. (For example, a high end apparel retailer may be able to display superior service and "convert" you to a more loyal customer after a retail transaction.)Mikehttps://www.blogger.com/profile/02503728688528656064noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-73096871581457690472009-01-26T09:53:00.000-08:002009-01-26T09:53:00.000-08:00We understand what our software tools tell us to u...We understand what our software tools tell us to understand.<BR/><BR/>In many ways, software is at step 5 of a 100 step process to get us to truly understanding customer behavior.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-73600708222372531192009-01-26T09:06:00.000-08:002009-01-26T09:06:00.000-08:00Good post Kevin.I find the biggest problem is debu...Good post Kevin.<BR/><BR/>I find the biggest problem is debunking a lot of these "myths". I think one of the worst roadblocks in doing so is working against the measurement systems that email/search marketers use. These tools (typically web analytics tools like Omniture), provide no visibility into the true (read incremental) impact of these programs/campaigns.<BR/><BR/>Before even thinking about trying to make these programs effective there is so much education that needs to take place that it makes you wonder if anyone truly understands how to measure.<BR/><BR/>Thanks for doing your part in moving things on the right path.Anonymousnoreply@blogger.com