In a trade publication last month, marketing guru Al Ries proudly declared that “determining the ROI of a marketing program is an expensive exercise with little or no value — an experienced marketing executive instinctively knows whether a marketing program is working or not.”
He countered one CMO’s perspective on the value of analytics, by concluding that the practice of marketing “is not even 1% mathematics.”
Hmmm…. Dare I say that I beg to differ.
I’m sure our friends over at Google would certainly beg to differ.
Filed under: Segmentation, Web Analytics | Tags: Demographic Data, Google Analytics
The Google Analytics team explain how to capture demographics data into custom variables and then segment the demographics data by visits, goals, and revenue.