Summary In today's episode, I walk through what dark data means in marketing analytics, how to spot dark traffic in Google Analytics, and practical steps to recover unattributed visits. Here's what this means for you. You gain a clear framework for diagnosing whether hidden traffic is undermining your decisions and learn concrete ways to shrink…
Summary In today's episode, I walk through easy wins for adopting Google Analytics 4 alongside your existing GA3 setup with practical tips on configuration, analysis, and change management. Here's what this means for you. You'll learn how to ease the migration to GA4 without breaking your current analytics so your team can adapt gradually instead…
Jay asks, “What advice would you give casino marketers? They live off of the frequency of their customer base. The markets are pretty mature in that they’ve had, not one but, multiple casinos to compete with. Right now they just throw more offers out, eroding already thin margins.” In any business where you’re highly dependent…
Summary In today's episode, I walk through what to do when your data analysis comes up empty and how the team pivots toward influencer network mapping as a practical next step. Here's what this means for you. You'll see how a failed analysis still creates real value by exposing gaps in your data and pointing…
Summary In today's episode, I walk through Part 3 of cleaning and prepping data for machine learning analysis, using a real Twitter analytics dataset to demonstrate advanced feature engineering, error detection, and analytic approach selection. Here's what this means for you. You gain a realistic understanding that data preparation is where most of the work…
Summary In today's episode, I walk through part two of cleaning and prepping Twitter data for analysis, using a real dataset to demonstrate feature engineering, quality checks, and initial model testing. Here's what this means for you. You'll understand why thorough upfront data preparation saves significant time and money when running machine learning models. You'll…
Summary In today's episode, I walk through the fundamentals of data preparation for analysis as the first installment in a multi-week series on getting your marketing data ready for meaningful insights. Here's what this means for you. You gain a practical framework for evaluating whether you can actually use your data before you spend time…
Stacey asks, "I’m so curious if you know of any proxies that work for estimating the value or volume of these "dark social" networks?" Measuring dark social media is obviously quite difficult since it’s by definition outside the scope of most tracking (hence dark). Depending on the urgency and importance, there are a few things…
