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Interview: Dan Kurani of Kurani Interactive

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kuraniHere’s a mini interview with Dan Kurani, owner of the interactive agency KURANI Interactive.  Over it’s 9 year history the agency boasts clients like Nike, Mannington, and Fagor.  Visit their website at or call Dan at his Red Bank, NJ location at 732-345-1700 to learn more about their services.

PMT: How do digital mediums differ from traditional branding and advertising programs in terms of measurement and accountability?

DK: Although I can see things changing as consumption and media cross-pollinates and integrates, today, a huge difference.  Whereas, offline primarily derives the underpinnings of analysis from qualitative sample groups (posing as quantitative results), digital “is” quantitative.  The toughest part of digital is ensuring stakeholders stay focused on KPIs instead of getting lost in the sea of data.

PMT: What are some new areas of growth or services you see Kurani Interactive taking on?

DK: Outside of our traditional services (digital marketing communications that includes social, websites, applications, email, search), we are starting to joint venture with select companies.  Basically, we are leveraging our digital expertise to unlock hidden or the online advertising playbookunderachieving core values and managing the extension in a turnkey fashion.

PMT: In 10 years how do you think campaign and site performance measurement will change?

DK: Integrated measurement across all tactics, digital will be behind almost all MarCom.

To learn more about interactive advertising pick up a copy of The Online Advertising Playbook at


Written by Greg M

August 11, 2009 at 11:06 am

Posted in Interviews

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Analytics KPIs, Try the Median Instead of the Mean

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medianOveruse of the mean is one of the bigger mistakes in analyzing site side and marketing campaign metrics. As a metric the mean is effective at representing tightly packed data sets but has its limitations when dealing with outliers or a broad range of outcomes. Average time spent, average order size and average time between visits or purchases are a couple of examples where the mean doesn’t tell the whole story.

On the other hand the median is much more effective at representing these data sets. What we’re really trying to define with the use of our analytics is, what does a typical visitor due? In the above examples what’s the average time spent, order value and latency. The median pinpoints the user smack dab in the middle thus reducing noise created by any outliers such as a browser that is open for a half an hour, unusually larger orders and infrequent shoppers.

Take a look at your analytics setup and see if there are any dashboards or KPIs where you can replace the mean with the median.

For more ideas to improve your web analytics pick of a copy of Web Analytics: An Hour a Day

Written by Greg M

July 21, 2009 at 11:52 pm

Posted in Tips

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