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,…
Rob asks, “Our analytics dashboards are filled with data but people have complained that they’re not helpful or useful. What can I do to fix this?” Great question and a very common problem. One of the chief issues with analytics is that we just back up the truck and pour data on people’s desks instead…
Pradeep asks, “What are the most important factors to consider in a digital marketing audit of performance?” Pradeep’s question requires a deep dive into statistics and analytics to provide an answer. The reality is we have a massive buffet of questions we could ask of our data. We have more variables to consider than ever…
One of the most common questions I receive is, “where do I get started learning marketing analytics?” Can’t see anything? Click here to watch on YouTube. Transcript and Video Notes Here’s the logical progression of training for burgeoning measurement folks in digital marketing today. Do these in the following order – courses, to build a…
I had the privilege to speak on Silicon Angle’s The Cube at the IBM CDO Summit recently. We discussed the basics of machine learning, how marketing is changing, what to do if a company doesn’t want to keep up with the future, and the differences in types of media. Thanks to IBM and Silicon Angle…
This week, I have the pleasure and privilege to speak at the IBM CDO Summit in Boston. I’ll be co-presenting with one of the true leaders and innovators in our field, Dr. Victor S. Y. Lo, who pioneered uplift analysis in the early days of digital marketing. What We’ll Be Addressing We see three problems…
In the last post, we examined different ways to prepare data to counteract known, common problems. Let’s turn our eye towards picking which data to predict. Picking Variables Picking a variable to predict is a blend of both human insight and machine analysis. The best comparison I know is that of a GPS app. We…
Marketers and business folks love the expression, “Data is the new oil”, and I find it apt. Like oil, data has incredible potential to change and transform business. The energy surplus of the last century was powered mainly by oil, in the sense that oil vastly amplified the amount of work our species does. There’s…
Answers come from questions. Better answers come from better questions. What begets better questions? Better data, and better ways to look at that data. When presented with a massive amount of data, such as a large table of 20 variables, it’s nearly impossible for regular people to glean answers from the data itself. For example,…
