Nathan Matuska - IS 500

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Hospitality Survey


Hi Everyone, As part of my MBA program, I am conducting research in the hospitality industry trying to find what aspects of a loyalty program resonate with various age groups. It would be great if you would take the survey I constructed, so that I have enough results to run statistical analysis. Results will be posted the week of December 1st. Thanks! Go to Survey Page!!!

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Is The Rest Of The World Catching Up To The NSA? Making Sense Of Transparency Data

Image Credit: Image Source

Article originally published on November 13, 2014 When Edward Snowden revealed the NSA was using meta data to spy on millions of people not just abroad, but domestically as well – it took the world by storm. More information came out indicating the NSA was also spying on allies and aid groups, which further damaged the United States’ reputation around the world. At this point, it’s widely accepted the NSA amasses far more data than other countries, and because of transparency efforts on the part of Facebook and others – we are able to catch a glimpse into the amount of data requests. What about the rest of the world? While the United States is firmly entrenched as the leader in the amount of government data requests, very little analysis has been done of how other countries are playing catch-up …

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Last Click Attribution is Dead, and Web Analysts Need to Take Notice

Fighting For Attribution

Last click attribution is going the way of the dinosaur. It had its time on the planet, but eventually a big meteor plunged down and *poof* no more last click. What is the big cataclysmic event? Quite simply put, the need for data. We live in a world where multi-channel and omni-channel are common place terms. A world where it takes multiple touch points and brand exposures to convert a prospect. A world where Google research tells us 3,000 consumers studied took 3,000 different journeys to complete their purchase. Last click was easy. It was simple. Whatever ad was clicked most recently must have driven the purchase. It’s also the default tracking mechanism in most web analytics tools like Google Analytics and SiteCatalyst. But savvy marketers know its not just the last click that drove the sale. We know that consumers are …

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The Web Is Not Dead

The Web is not Dead

Article first appeared on, February 13, 2014 At the very least, the reports of the web’s death have been greatly exaggerated. In 2010 Wired Magazine published The Web Is Dead | Long Live The Internet1, regarding the demise of the PC and the shrinking need for the Web as a digital presence. The original argument from the authors states that in the new age of tablet devices, people would consume digital content via apps, which would kill the web as the main source of digital information. Now, over three years later, we can see that the web is not dead and is in fact alive and growing. The way people access information through mobile devices has not killed the web. On the contrary, the mobile revolution has helped the web grow exponentially.  Below are five key trends that back-up …

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Mobile Optimized Email in 1 Easy Step


The wide adoption of mobile devices has dramatically changed the way consumers digest information. There is no place where this is more true than in email. According to Epsilon email open rates increased from 22% to 31% between 2011 and 2013. The way that people decide to open an email has shifted in the “mobile first” world. People now have the ability to quickly scan their inbox regardless of where they are, and make a split second decision if the content is relevant or not. Services like make it even easier for a consumer to tune out a message. Marketers now have limited space to influence the decision making process, and get the consumer to open their message. The 20/40/80 rule  I understand that mobile optimization is not as simple as I am laying it out below. There are many aspects …

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The Dangers of Bounce Rates


In the E-commerce industry, one of the most effective ways to optimize your conversion rate is to optimize your bounce rate. Think about it – if the majority of people come and leave your website without completing the actions/goals you need, then you will not have a good conversion rate. Enter the bounce rate The standard definition of bounced visit is a web visitor who only views one page. Bounce Rate is the percent of total visitors who have only visited one page. The intent of this metric is to track the percent of traffic that has no engagement with the site. The reality however can be quite different. Problems with bounce rate 1. By definition, bounce rate does not measure engagement with the page the user is viewing. If a user lands on an article, and spends 4 minutes …

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What Are The Top E-Commerce KPIs?

Sales - Up and to the right

Whether you are new to the E-Commerce industry or have years of experience, one thing is certain: Anyone running an E-Commerce business needs reporting. There are dozens of analytics reporting packages and E-commerce solutions available to use, and within those tools are dozens of metrics and reports. How does one sift through all of the options and create meaningful reports. The answer is KPIs Often times people struggle with the difference between a report and KPI. A decent test to determine if the metric can be a KPI is when looking at the data, ask yourself the question: “Is this good or is this bad?” For example, if you are looking at a top 20 list, you likely won’t be answer the good or bad question. In contrast if you compare you conversion rate to last month, you will very …

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How To Measure Online Customer Loyalty


Let’s start the conversation by stating this simple fact: There is no standard industry metric used to define a loyal customer. Traditional loyalty metrics are deeply rooted in finance. The most loyal customers are those who keep returning to do business with you, and ultimately spend more money. This dynamic has changed in recent years due to the digital landscape. We are now faced with other layers of data that add to the loyalty equation. Engagement, advocacy, reviews – there are many ways we can measure how loyal a customer is to a brand or product. One of the biggest benefits in measuring loyalty is developing a deeper understanding of your customers. When developing marketing plans and strategies, it’s critical to understand who your high value customers are. Loyalty measures allow marketers a framework for targeting high value customers as well …

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Why Email Is Crucial To A Software Launch

Can Email Drive 40% Of Your Online Revenue?

In the software world, one of the most important and exciting times is when a new product goes to market. Your teams have worked tireless hours for weeks or months developing  and testing the product. You’ve gone through multiple iterations fixing bugs and adding features. Everyone feels confident that you have a great product that can be a differentiator, and the marketing team is ready to get the product in front of the consumers. How do you maximize revenue during this critical time? The Answer Is Email With the ability for people to check email in the palm of their hand, it is becoming more important than ever to properly utilize the email marketing channel. During a product launch, email can be one of the largest marketing levers used to propel sales. Marketers have the opportunity for one-on-one communication with …

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Twitter Partners With IBM – Big Data Just Got Bigger!


Article originally published on October 31, 2014 On October 29, 2014 IBM announced a historic partnership with Twitter. The partnership joins Twitter data with IBM’s analytics and customer engagement platforms. To me this seems like a rather important partnership, as it takes one of the largest global social media platforms and pairs it with a preferred analytics solution. To date, there have been a variety of independent tools used to mine through data using the Twitter API. Now there is one enterprise level service that has robust predictive capabilities as well as very good data visualization. If there were “Huge Data” this event would qualify as Twitter has billions of rows of data, and IBM has some sophisticated data analytics capabilities. What does this mean for smaller players in social analytics? If I were working for HootSuite or SproutSocial, I …

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