Sri Srikanth
Advanced Data Analytics & Strategy, Senior Data Scientist, Cisco Digial
Articles
Marketing Automation Tools forcing Data Scientists to higher ground
2 min read
The game is afoot – and this time around, it pits marketing automation tools against data science driven data products. Specialized digital marketing service providers against dyed-in-the-wool data geeks. Campaign management tools versus correlation driven, random forest, gradient boosting, data products. Marketing automation tools have, in their short history, focused on delivering specialized services (serving […]
Focus on ROI, Data Preparation, Communication for Success : Takeaways from Predictive Analytics World, Boston, 2014
1 min read
The recently concluded Predictive Analytics World 2014 in Boston, Massachusetts, was chock full of insights from organizations who have successfully implemented analytics in a variety of settings. A few points stood out and I will attempt to capture them here: 1. Focus on ROI measures: This is spoken of very often, but frequently in an […]
Fragmented Channels – Integrated Views – The New Virtuous Cycle
2 min read
The subject of fragmented channels, which is fragmenting audiences, has been written about frequently. Advertisers though, secretly still long for the “glorious” days of focusing on just a few major channels and is one of the reasons why the rare shows that can predictably garner mass audiences (Super Bowl in the US, World Cup Soccer, […]
Insights from baseball promotions for Digital Marketers
2 min read
Baseball has long been dubbed ‘America’s favorite pastime‘ – but baseball owners sure do wish some of that time is spent watching the game from stadiums as opposed to in-front of television and smartphones. Of course some of the storied franchises such as the Red Sox and Yankees have less to worry, and even the […]
Likelihood or Probability – What’s in a Word?
2 min read
It is always interesting how commonly understood terms turn into nuanced expressions in the hands of specialists – whether they be lawyers, accountants, doctors – or indeed data analysts and statisticians. One pair of expressions in this regard is likelihood and probability – which may seem to hold similar meanings in common parlance, but hold distinctly […]
Marketing Analytics adding heft to Digital Analytics
1 min read
The worlds of Digital Analytics and Marketing Analytics have frequently led somewhat independent lives - with the Digital Analyst spending time looking at digital channels (web/mobile/social), reading out...
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