Summary In today's episode, I walk through three exciting AI trends and three worrying trends shaping marketing data science in 2020. Here's what this means for you. You get a clear-eyed view of where machine learning is gaining power and where it poses real risks. You'll also learn these concepts: how natural language processing and…
Summary In today's episode, I show you how simple spreadsheet statistics like mean and median can reveal actionable insights hiding in your marketing data. Here's what this means for you. You can use these two numbers side by side to judge whether your campaigns are actually working without any fancy analytics tools or advanced degrees.…
Summary In today's episode, I break down why Google Analytics' built-in attribution models fall short for serious marketers and what you should do about it. Here's what this means for you. You'll know exactly when your marketing sophistication has outgrown pre-packaged tools and which advanced methodologies can unlock the answers you actually need. You'll also…
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…
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…
Summary In today's episode, I break down a clear framework for understanding what AI and machine learning actually do, separating the techniques from the business outcomes people chase. Here's what this means for you. You'll build the vocabulary and mental model to evaluate AI claims confidently and pick the right method for your marketing problems.…
Summary In today's episode, I walk through a detailed thirteen-step exploratory data analysis framework that applies to any kind of business data, from marketing to finance. Here's what this means for you. You'll gain a repeatable process for understanding what's actually in your data before betting decisions on it. You'll also learn these concepts: why…
Summary In today's episode, I explore why marketing analytics lacks advanced tutorials and how you can fill that gap yourself. Here's what this means for you. You gain a strategic blueprint for building competitive advantage by importing proven techniques from other industries into your marketing work. You'll also learn these concepts: how transfer learning lets…
Summary In today's episode, I share how I track channel and content performance metrics by extracting Google Analytics data and processing it with machine learning tools. Here's what this means for you. You get a prescriptive view of what to do next instead of a descriptive view of what already happened, so your marketing decisions…
