Traci Lee Chu

Traci's Articles

Does Retail Marketing Really Qualify as Big Data?

November 8th, 2013

How big is a billion? If you were to stack a billion pennies in a single pile, the stack would reach nearly one thousand miles high. At MarketShare, we've confronted three major Big Data challenges. Read Full Article


Operationalizing Analytics with Revenue Attribution and Targeting

August 7th, 2013

One of the challenges that marketers face is that their analytic environments are ad hoc, but what they need are operationalized analytics. Read Full Article


Retail: Why Your Competition Might Be Getting Smarter

June 24th, 2013

What retailer wouldn't want to increase operating margin by 60%? That's right - none. So if you aren't leveraging your big data for analytical insight you'll quickly fall behind your competitors who are. Read Full Article


Where Is The Customer? What’s Missing in Marketing Attribution

June 20th, 2013

Modern direct marketers will tell you that sometimes it's worse to attribute revenue incorrectly than not to do so at all because you can make costly mistakes in how you spend your marketing budget. Focus on the customer. Read Full Article


Marketing Attribution: Is there really a difference?

June 16th, 2013

Several methodologies have been used over the years to measure and give credit to marketing actions. Understanding the differences and impact of each methodology is critical to choosing the most accurate methodology for your business. Read Full Article