Summary In today's episode, I explore CHAID analysis as a classical statistics method for uncovering relationships between multiple categorical variables, compare it to decision trees, and explain when modern machine learning approaches like stacked ensembles outperform it. Here's what this means for you. You gain a clear framework for choosing the right technique based on…
Akshat asks, “Can you recommend your go-to strategy for conversion rate optimization that can give results in short-time?” Conversion rate optimization is all about knowing what converts. What converts comes from Bob Stone’s 1968 direct marketing framework: list, offer, creative. Today, machine learning and AI can help us streamline the CRO process, especially on the…
Summary In today's episode, I break down a go-to strategy for conversion rate optimization that focuses on foundational elements before any creative tweaking. Here's what this means for you. You'll discover that getting the right audience and presenting the right offer matters far more than button colors or graphics, so you stop wasting effort on…
Maggie asks, “How reliable is using programmatic impressions data that’s collected in GA (with an understanding of its value and the contribution of programmatic to website conversions), to use this value as a proxy and apply to social to give us a better idea of Facebook performance?” This is an interesting question that will require…
Summary In today's episode, I break down whether programmatic impressions data from Google Analytics can serve as a reliable proxy for evaluating Facebook's organic audience performance. Here's what this means for you. You'll gain a structured two-part framework, requiring both audience match and behavioral match, to decide whether your paid and organic channels are truly…
Maggie asks, “Is there a way to build a custom data-driven attribution model to include social impressions (Facebook / Instagram) data?” There are a couple of different ways of handling this. Both require machine learning, but both are very possible and something that I’ve done for Trust Insights customers very recently. You’re either going to…
Summary In today's episode, I explain two machine learning approaches for building a custom data driven attribution model that folds in social impressions from Facebook, Instagram, and other platforms. Here's what this means for you. You can finally move beyond last click attribution and prove which social touchpoints actually drive conversions and revenue. You'll also…
Ash asks, “We are moving our website to a new domain name. We have UTM links created on the existing website. I would like to know: 1. The UTMs will stop working/get re-directed to new domain name? 2. If 1 is True then what is the best way going forward to handle existing UTM links…
Summary In today's episode, I answer a listener's question about what happens to UTM tracking links when migrating a website to a new domain name and share best practices for handling the technical migration. Here's what this means for you. You gain a clear technical and strategic roadmap for rebranding your website without losing tracking…
