Marketing Automation Tools forcing Data Scientists to higher ground
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
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
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
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?
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
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...