You Ask, I Answer: Categorical Prediction Techniques for Google Analytics?
Maggie asks, “Would you use CHAID analysis to discover relationships between multiple categorical predictor variables? For example, using GA dimensions (traffic channel, device type, country, landing page, etc.) and group them according to their likelihood to...You Ask, I Answer: How to Improve Marketing ROI with AI?
Annika asks, “What are the prerequisites for using AI in marketing in a way that you can maximize Return on investment (ROI)?” Let’s begin with a reminder that ROI is a financial equation: return on investment. Earned – spent / spent is the...The Evolution of the Data-Driven Company
What does it mean to be a data-driven company? Companies generally aren’t created as data-driven, data-centric entities from the beginning; for most companies, it’s an evolution in their culture and strategy, a journey that can take years. To become...You Ask, I Answer: How to Analyze Business Data?
Andrea asks, “What is your go-to strategy to analyze your business data?” The exploratory data analysis process is a very straightforward, proven one: – Goal and strategy – Data collection – Attribute classification – dimensions and...You Ask, I Answer: B2B Marketing Reports
Beth asks, “I’m looking for a killer marketing report that works for your leadership team. Anything you are willing to share or a direction you suggest I start looking would be super beneficial.” This is a design thinking problem. You want to answer 6...AI for Marketers Book
In this all-new, completely-rewritten 2nd Edition of AI for Marketers, learn:
- What AI is and isn't
- 5 practical applications of AI in marketing
- Key questions to ask of any vendor claims about AI
- How to prepare your company and your career for AI
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