Category: Data
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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 metrics, data types – Univariate analysis – Multivariate analysis – Data quality analysis – missing, NaN, inf, -inf –…
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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 questions to come up with the perfect report – and expect…
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You Ask, I Answer: Comparing Date Range Metrics in Google Data Studio?
Marina asks, “How do you add a comparison of a metric over dates in a table in Google Data Studio?” While this has been requested in Google Data Studio’s feature requests, it’s not available in the application now. But there’s a bigger issue at play: techniques to engineer this sort of thing, like calculated fields,…
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You Ask, I Answer: Demonstrating Value to Coworkers
Shannon asks, “Do you have any tips on how to demonstrate your value to your coworkers?” Value is defined by what you do that helps others. Depending on who the others are dictates what you report on. If your others are customers, then it’s metrics like increasing the lifetime value of the customer. If it’s…
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You Ask, I Answer: Customer Data Platforms and Personalization?
Deborah asks, “Are you using or scoping out a Customer Data Platform (CDP) with the intent to implement personalization? Which tools?” Customer Data Platforms – CDPs – are something of a symptom of bad data management and governance at a company. If your data infrastructure and architecture is sound, you shouldn’t need a CDP. And…
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You Ask, I Answer: Unintentional Bias in Data Science and ML?
Chacha asks, “Is there such a thing as unintentional bias?” This is an interesting question. Bias itself is a neutral concept – it simply means our data leans in one direction or another. Sometimes that’s a positive – there’s a definite bias of people in my Slack group, Analytics for Marketers, towards people who love…
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You Ask, I Answer: Will Automated Machine Learning Make Data Scientists Obsolete?
Sheedeh asks, “Will new advances like automated machine learning make data scientists obsolete?” Most definitely not, though I can understand why that’s a concern. AI is currently automating a fair number of tasks that data scientists do, but those tasks are relatively low value. I’ve had a chance to test out a bunch of automated…
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You Ask, I Answer: Starting Marketing Data?
Magdalena asks, “If you have a new company or a new startup in marketing, how do you get started with no data?” This is a common question not only for new companies, but also for people new to a role who are coming into an organization where data may not be trustworthy or analytics software…
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How to Calculate Marketing ROI
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Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether their ROI is trending in the right direction. Before we…
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You Ask, I Answer: Qualitative vs. Quantitative Marketing Data
Magdalena asks, “Which is more important for marketers, qualitative or quantitative data?” This common question is a false choice. Both are equally important and inform each other. Watch the full video for an explanation with details, and ways to gather both. Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download…