Kevin asks, “What’s the difference between unrefined and refined data?” As part of a larger discussion about metrics in marketing, Kevin’s question came up in reference to the importance of data. Unrefined data is as useful to business as crude oil is to a car – which is to say, it isn’t useful at all.…
In today’s #FridayFeeling, some thoughts about the future of agencies in an AI-powered business world. Great agencies provide four core benefits: Raw talent to do the work (saving time and possibly money) Domain expertise and experience Scalability Less overhead In other words, agencies offer the same benefits that many tout for AI. What must agencies…
Yariv asks, “What are the differences between data analytics, data science, business analytics, and business intelligence?” It depends on who you ask. Thanks to consulting and marketing, these terms all have varying degrees of overlaps, and companies which make their money on clarifying terms like this – consulting shops – often have conflicting definitions. You’ll…
Kevin asks, “How can a marketing team with zero AI / predictive resources get started, today? Where should they begin?” We follow the STEM business lifecycle: strategy, tactics, execution, measurement. Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Strategy: what problem are we trying to…
Anika asks, “Data analytics is such an awkward phrase. What is data analytics, and how is it different than data science?” Data analytics is exactly what it sounds like – analytics you run on your data, any kind of data at all. We run data analytics on customer data, on machine data, on search data,…
I spent the day speaking and attending the Stone Temple Consulting Next10X conference. Three key insights I took away: Social and search dine at separate restaurants, on the analytics side Consider web analytics to measure social Intent matters most across all digital marketing because AI is optimizing for intent Big thanks to Eric Enge, Mark…
Ben asks, “Predictive analytics seems like a big topic – what kinds do you work with most or find work best?” Prediction falls into two general buckets, scoring and forecasting. Scoring builds a model to understand, as best as possible, why something happened The most common model is multiple linear regression, which is literally ancient…
Hamid asks, “Should my business deploy a chatbot for marketing and customer service? What are the reasons or risks?” Chatbots – and any form of automation – promise a programmatic, uniform customer experience. There are two considerations for making this decision: Cost to match the current customer experience Quality of the current customer experience Watch…
