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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 /> 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<br /> percent more editorial material, so if<br /> you have a success story or a failure<br /> story, a how-to story, a <a title="Analytics: Online Marketing Measurements &amp; Metrics page 1" href="http://viewer.zmags.com/publication/ed2f8ceb?page=1">January/February 2010 ONLINE, MEASUREMENTS MARK</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 2" href="http://viewer.zmags.com/publication/ed2f8ceb?page=2">Inside Story: Grabs, Views and Clicks Starting</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 3" href="http://viewer.zmags.com/publication/ed2f8ceb?page=3">CONTENTS JANUARY/FEBRUARY 2010 FEATURES 8 </a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 4" href="http://viewer.zmags.com/publication/ed2f8ceb?page=4">1 INSIDE STORY 4 PROFIT CENTER 6 NEWSMA</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 5" href="http://viewer.zmags.com/publication/ed2f8ceb?page=5">PROFIT CENTER BEYOND THE MAGIC AIRLINES ACCEPT</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 6" href="http://viewer.zmags.com/publication/ed2f8ceb?page=6">PROFIT CENTER Analytics can do tremendous thi</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 7" href="http://viewer.zmags.com/publication/ed2f8ceb?page=7">NEWSMAKERS MALL MANIA, FOOTBALL HERO, EDELMAN H</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 8" href="http://viewer.zmags.com/publication/ed2f8ceb?page=8">collegiate football player, puts the “student” ba</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 9" href="http://viewer.zmags.com/publication/ed2f8ceb?page=9">MEASUREMENT METRICS MARKETING ANALYTICS IN ONLIN</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 10" href="http://viewer.zmags.com/publication/ed2f8ceb?page=10">early experiences based on my role as head of ana</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 11" href="http://viewer.zmags.com/publication/ed2f8ceb?page=11">Figure 1: The DWOM campaign drove SNL video views </a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 12" href="http://viewer.zmags.com/publication/ed2f8ceb?page=12">Figure 4: Online listening takes on many forms. A </a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 13" href="http://viewer.zmags.com/publication/ed2f8ceb?page=13">Figure 7: Online Persona are a good way to summari</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 14" href="http://viewer.zmags.com/publication/ed2f8ceb?page=14">Figure 9: Virality depends primarily on transmissi</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 15" href="http://viewer.zmags.com/publication/ed2f8ceb?page=15">IBM A mandate for change is a mandate for smart.</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 16" href="http://viewer.zmags.com/publication/ed2f8ceb?page=16">EXECUTIVE DECISIONS HOW TO ORGANIZE YOUR ANALY</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 17" href="http://viewer.zmags.com/publication/ed2f8ceb?page=17"> Figure 1: Options for organizing analytical tale</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 18" href="http://viewer.zmags.com/publication/ed2f8ceb?page=18">Figure 2: Analyst engagement in the five organizat</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 19" href="http://viewer.zmags.com/publication/ed2f8ceb?page=19">Figure 3: Analyst intentions to stay in the five o</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 20" href="http://viewer.zmags.com/publication/ed2f8ceb?page=20">Analysts in centers of excellence and centralized</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 21" href="http://viewer.zmags.com/publication/ed2f8ceb?page=21">analytical talent deployed as consultants or conc</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 22" href="http://viewer.zmags.com/publication/ed2f8ceb?page=22">Figure 5: Key performance indicators for the five </a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 23" href="http://viewer.zmags.com/publication/ed2f8ceb?page=23">PERCEPTIONS, PROSPECTS & PROGRESSTIME TO PAYBACK </a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 24" href="http://viewer.zmags.com/publication/ed2f8ceb?page=24">the explosion at bay long enough for the results </a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 25" href="http://viewer.zmags.com/publication/ed2f8ceb?page=25">can trust the other parties to support the same g</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 26" href="http://viewer.zmags.com/publication/ed2f8ceb?page=26">doesn’t take into account the client’s incurred c</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 27" href="http://viewer.zmags.com/publication/ed2f8ceb?page=27">RISK MANAGEMENT THE AGILE ENTERPRISE INTEGRATED</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 28" href="http://viewer.zmags.com/publication/ed2f8ceb?page=28">Consequently, senior management cannot accurately</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 29" href="http://viewer.zmags.com/publication/ed2f8ceb?page=29">SAMPLE TYPES OF ORGANIZATIONAL RISKS • Cost of F</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 30" href="http://viewer.zmags.com/publication/ed2f8ceb?page=30">b) seeking an opportunity by deciding to start or</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 31" href="http://viewer.zmags.com/publication/ed2f8ceb?page=31">SCOPE OF INTERNATIONAL STANDARD ISO 31000 Intern</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 32" href="http://viewer.zmags.com/publication/ed2f8ceb?page=32">RELIEF OPERATIONS HOW TO IMPROVE HUMANITARIAN LO</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 33" href="http://viewer.zmags.com/publication/ed2f8ceb?page=33">strategic model for successful humanitarian relie</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 34" href="http://viewer.zmags.com/publication/ed2f8ceb?page=34">can either identify those items that can be used </a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 35" href="http://viewer.zmags.com/publication/ed2f8ceb?page=35">the economy functions such that it makes more sen</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 36" href="http://viewer.zmags.com/publication/ed2f8ceb?page=36">Humanitarian organizations should be measured not</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 37" href="http://viewer.zmags.com/publication/ed2f8ceb?page=37">BEYOND MONEYBALL THE EMERGENCE OF SPORTS ANALYTI</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 38" href="http://viewer.zmags.com/publication/ed2f8ceb?page=38">better runner than Eric Dickerson in poor playing</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 39" href="http://viewer.zmags.com/publication/ed2f8ceb?page=39">sports data that has occurred over the past half </a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 40" href="http://viewer.zmags.com/publication/ed2f8ceb?page=40">focus exclusively on publishing papers on applica</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 41" href="http://viewer.zmags.com/publication/ed2f8ceb?page=41"> CONFERENCE PREVIEW DISNEY SENIOR VP OF REVENUE</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 42" href="http://viewer.zmags.com/publication/ed2f8ceb?page=42">LAST WORD RUSS ACKOFF'S PARABLE ANOTHER GIANT O</a> <a title="Analytics: Online Marketing Measurements &amp; Metrics page 43" href="http://viewer.zmags.com/publication/ed2f8ceb?page=43">are still some OR/MS analysts like him, who do st</a>