January/February 2010<br />
ONLINE,<br />
MEASUREMENTS<br />
MARKETING IN ONLINE SOCIAL SPACES POSES<br />
COMPLEX PROBLEMS FOR ANALYSTS AND ANALYTICS<br />
ALSO INSIDE:<br />
* TALENTED HIERARCHY: How to organize your analytical talent to maximize its value<br />
* TIME TO PAYBACK: Predictor of success in development of an optimization project<br />
* AGILE ENTERPRISE: Integrated business planning aimed at mitigating risk<br />
* HUMANITARIAN LOGISTICS: 10 ideas to improve strategic model for relief operations<br />
Inside Story:<br />
Grabs, Views and Clicks<br />
<br />
Starting with this issue, Analytics<br />
will be published six times a year<br />
instead of quarterly, which means<br />
subscribers will receive the only online<br />
magazine dedicated to the field<br />
of analytics 50 percent more often.<br />
It also means we will need about 50&l<a title="Analytics: Online Marketing Measurements & Metrics page 1" href="http://viewer.zmags.com/publication/ed2f8ceb?page=1">January/February 2010ONLINE,MEASUREMENTSMARK</a> January/February 2010ONLINE,MEASUREMENTSMARK<a title="Analytics: Online Marketing Measurements & Metrics page 2" href="http://viewer.zmags.com/publication/ed2f8ceb?page=2">Inside Story:Grabs, Views and ClicksStarting</a> Inside Story:Grabs, Views and ClicksStarting<a title="Analytics: Online Marketing Measurements & Metrics page 3" href="http://viewer.zmags.com/publication/ed2f8ceb?page=3">CONTENTSJANUARY/FEBRUARY 2010FEATURES8 </a> CONTENTSJANUARY/FEBRUARY 2010FEATURES8 <a title="Analytics: Online Marketing Measurements & Metrics page 4" href="http://viewer.zmags.com/publication/ed2f8ceb?page=4">1 INSIDE STORY4 PROFIT CENTER6 NEWSMA</a> 1 INSIDE STORY4 PROFIT CENTER6 NEWSMA<a title="Analytics: Online Marketing Measurements & Metrics page 5" href="http://viewer.zmags.com/publication/ed2f8ceb?page=5">PROFIT CENTERBEYOND THE MAGICAIRLINES ACCEPT</a> PROFIT CENTERBEYOND THE MAGICAIRLINES ACCEPT<a title="Analytics: Online Marketing Measurements & Metrics page 6" href="http://viewer.zmags.com/publication/ed2f8ceb?page=6">PROFIT CENTERAnalytics can do tremendous thi</a> PROFIT CENTERAnalytics can do tremendous thi<a title="Analytics: Online Marketing Measurements & Metrics page 7" href="http://viewer.zmags.com/publication/ed2f8ceb?page=7">NEWSMAKERSMALL MANIA,FOOTBALL HERO,EDELMAN H</a> NEWSMAKERSMALL MANIA,FOOTBALL HERO,EDELMAN H<a title="Analytics: Online Marketing Measurements & Metrics page 8" href="http://viewer.zmags.com/publication/ed2f8ceb?page=8">collegiate football player, puts the “student”ba</a> collegiate football player, puts the “student”ba<a title="Analytics: Online Marketing Measurements & Metrics page 9" href="http://viewer.zmags.com/publication/ed2f8ceb?page=9">MEASUREMENT METRICSMARKETING ANALYTICSIN ONLIN</a> MEASUREMENT METRICSMARKETING ANALYTICSIN ONLIN<a title="Analytics: Online Marketing Measurements & Metrics page 10" href="http://viewer.zmags.com/publication/ed2f8ceb?page=10">early experiences based on my role ashead of ana</a> early experiences based on my role ashead of ana<a title="Analytics: Online Marketing Measurements & Metrics page 11" href="http://viewer.zmags.com/publication/ed2f8ceb?page=11">Figure 1: The DWOM campaign drove SNL video views</a> Figure 1: The DWOM campaign drove SNL video views<a title="Analytics: Online Marketing Measurements & Metrics page 12" href="http://viewer.zmags.com/publication/ed2f8ceb?page=12">Figure 4: Online listening takes on many forms. A </a> Figure 4: Online listening takes on many forms. A <a title="Analytics: Online Marketing Measurements & Metrics page 13" href="http://viewer.zmags.com/publication/ed2f8ceb?page=13">Figure 7: Online Persona are a good way to summari</a> Figure 7: Online Persona are a good way to summari<a title="Analytics: Online Marketing Measurements & Metrics page 14" href="http://viewer.zmags.com/publication/ed2f8ceb?page=14">Figure 9: Virality depends primarily on transmissi</a> Figure 9: Virality depends primarily on transmissi<a title="Analytics: Online Marketing Measurements & Metrics page 15" href="http://viewer.zmags.com/publication/ed2f8ceb?page=15">IBMA mandate for changeis a mandate for smart.</a> IBMA mandate for changeis a mandate for smart.<a title="Analytics: Online Marketing Measurements & Metrics page 16" href="http://viewer.zmags.com/publication/ed2f8ceb?page=16">EXECUTIVE DECISIONSHOW TO ORGANIZEYOUR ANALY</a> EXECUTIVE DECISIONSHOW TO ORGANIZEYOUR ANALY<a title="Analytics: Online Marketing Measurements & Metrics page 17" href="http://viewer.zmags.com/publication/ed2f8ceb?page=17">Figure 1: Options for organizing analytical tale</a> Figure 1: Options for organizing analytical tale<a title="Analytics: Online Marketing Measurements & Metrics page 18" href="http://viewer.zmags.com/publication/ed2f8ceb?page=18">Figure 2: Analyst engagement in the five organizat</a> Figure 2: Analyst engagement in the five organizat<a title="Analytics: Online Marketing Measurements & Metrics page 19" href="http://viewer.zmags.com/publication/ed2f8ceb?page=19">Figure 3: Analyst intentions to stay in the five o</a> Figure 3: Analyst intentions to stay in the five o<a title="Analytics: Online Marketing Measurements & Metrics page 20" href="http://viewer.zmags.com/publication/ed2f8ceb?page=20">Analysts in centers of excellenceand centralized</a> Analysts in centers of excellenceand centralized<a title="Analytics: Online Marketing Measurements & Metrics page 21" href="http://viewer.zmags.com/publication/ed2f8ceb?page=21">analytical talent deployed as consultantsor conc</a> analytical talent deployed as consultantsor conc<a title="Analytics: Online Marketing Measurements & Metrics page 22" href="http://viewer.zmags.com/publication/ed2f8ceb?page=22">Figure 5: Key performance indicators for the five </a> Figure 5: Key performance indicators for the five <a title="Analytics: Online Marketing Measurements & Metrics page 23" href="http://viewer.zmags.com/publication/ed2f8ceb?page=23">PERCEPTIONS, PROSPECTS & PROGRESSTIME TO PAYBACK</a> PERCEPTIONS, PROSPECTS & PROGRESSTIME TO PAYBACK<a title="Analytics: Online Marketing Measurements & Metrics page 24" href="http://viewer.zmags.com/publication/ed2f8ceb?page=24">the explosion at bay long enough forthe results </a> the explosion at bay long enough forthe results <a title="Analytics: Online Marketing Measurements & Metrics page 25" href="http://viewer.zmags.com/publication/ed2f8ceb?page=25">can trust the other parties to support thesame g</a> can trust the other parties to support thesame g<a title="Analytics: Online Marketing Measurements & Metrics page 26" href="http://viewer.zmags.com/publication/ed2f8ceb?page=26">doesn’t take into account the client’s incurredc</a> doesn’t take into account the client’s incurredc<a title="Analytics: Online Marketing Measurements & Metrics page 27" href="http://viewer.zmags.com/publication/ed2f8ceb?page=27">RISK MANAGEMENTTHE AGILEENTERPRISEINTEGRATED</a> RISK MANAGEMENTTHE AGILEENTERPRISEINTEGRATED<a title="Analytics: Online Marketing Measurements & Metrics page 28" href="http://viewer.zmags.com/publication/ed2f8ceb?page=28">Consequently, senior management cannotaccurately</a> Consequently, senior management cannotaccurately<a title="Analytics: Online Marketing Measurements & Metrics page 29" href="http://viewer.zmags.com/publication/ed2f8ceb?page=29">SAMPLE TYPES OFORGANIZATIONAL RISKS• Cost of F</a> SAMPLE TYPES OFORGANIZATIONAL RISKS• Cost of F<a title="Analytics: Online Marketing Measurements & Metrics page 30" href="http://viewer.zmags.com/publication/ed2f8ceb?page=30">b) seeking an opportunity by decidingto start or</a> b) seeking an opportunity by decidingto start or<a title="Analytics: Online Marketing Measurements & Metrics page 31" href="http://viewer.zmags.com/publication/ed2f8ceb?page=31">SCOPE OF INTERNATIONAL STANDARD ISO 31000 Intern</a> SCOPE OF INTERNATIONAL STANDARD ISO 31000 Intern<a title="Analytics: Online Marketing Measurements & Metrics page 32" href="http://viewer.zmags.com/publication/ed2f8ceb?page=32">RELIEF OPERATIONSHOW TO IMPROVEHUMANITARIAN LO</a> RELIEF OPERATIONSHOW TO IMPROVEHUMANITARIAN LO<a title="Analytics: Online Marketing Measurements & Metrics page 33" href="http://viewer.zmags.com/publication/ed2f8ceb?page=33">strategic model for successful humanitarianrelie</a> strategic model for successful humanitarianrelie<a title="Analytics: Online Marketing Measurements & Metrics page 34" href="http://viewer.zmags.com/publication/ed2f8ceb?page=34">can either identify those items thatcan be used </a> can either identify those items thatcan be used <a title="Analytics: Online Marketing Measurements & Metrics page 35" href="http://viewer.zmags.com/publication/ed2f8ceb?page=35">the economy functions such that itmakes more sen</a> the economy functions such that itmakes more sen<a title="Analytics: Online Marketing Measurements & Metrics page 36" href="http://viewer.zmags.com/publication/ed2f8ceb?page=36">Humanitarian organizations shouldbe measured not</a> Humanitarian organizations shouldbe measured not<a title="Analytics: Online Marketing Measurements & Metrics page 37" href="http://viewer.zmags.com/publication/ed2f8ceb?page=37">BEYOND MONEYBALLTHE EMERGENCEOF SPORTS ANALYTI</a> BEYOND MONEYBALLTHE EMERGENCEOF SPORTS ANALYTI<a title="Analytics: Online Marketing Measurements & Metrics page 38" href="http://viewer.zmags.com/publication/ed2f8ceb?page=38">better runner than Eric Dickerson in poorplaying</a> better runner than Eric Dickerson in poorplaying<a title="Analytics: Online Marketing Measurements & Metrics page 39" href="http://viewer.zmags.com/publication/ed2f8ceb?page=39">sports data that has occurred over the pasthalf </a> sports data that has occurred over the pasthalf <a title="Analytics: Online Marketing Measurements & Metrics page 40" href="http://viewer.zmags.com/publication/ed2f8ceb?page=40">focus exclusively on publishing papers onapplica</a> focus exclusively on publishing papers onapplica<a title="Analytics: Online Marketing Measurements & Metrics page 41" href="http://viewer.zmags.com/publication/ed2f8ceb?page=41">CONFERENCE PREVIEWDISNEY SENIOR VP OFREVENUE</a> CONFERENCE PREVIEWDISNEY SENIOR VP OFREVENUE<a title="Analytics: Online Marketing Measurements & Metrics page 42" href="http://viewer.zmags.com/publication/ed2f8ceb?page=42">LAST WORDRUSS ACKOFF'SPARABLEANOTHER GIANT O</a> LAST WORDRUSS ACKOFF'SPARABLEANOTHER GIANT O<a title="Analytics: Online Marketing Measurements & Metrics page 43" href="http://viewer.zmags.com/publication/ed2f8ceb?page=43">are still some OR/MS analysts like him, who dost</a> are still some OR/MS analysts like him, who dost