Aaron Gray // Greater Returns


Musings on Web Analytics, product strategy + other stuff.

Six Sigma Applied to Marketing

Decker Marketing: Marketing Bullseye 2: Think Six Sigma

Sam Decker, VP and marketing guru at Bazaarvoice writes in his blog on the application of Six Sigma to marketing, specifically online marketing. This should be especially interesting to banks and financial services companies, where Six Sigma reigns supreme.

Read carefully. It’s actually a nice blueprint for successful adoption of a web analytics within the organization. The core principal of Six Sigma (Define, Measure, Analyze, Improve, Control) is also the core principle behind successful use of Web Analytics to drive increasing ROI from your marketing dollars, although we usually shorten it to some variant of ‘Measure, Analyze, Improve’ for simplicity’s sake — Define and Control are implied.

If you can’t measure it, you can’t manage it. And if you can’t define it, you can’t measure it. ‘Nuff said.

Filed under: Process, Web Analytics,

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