Listen to the Podcast: Introduction Years ago, when I first dipped my toes into the world of marketing, things were simpler. The customer’s journey from awareness to purchase was fairly straightforward. A good campaign was a billboard on the highway, a clever TV ad, or maybe a memorable radio jingle. That was it. Marketers had […]
Why Independent Attribution Is Essential for Accurate Customer Insights Imagine a sunny afternoon, and you come across a lemonade stand. A cheerful kid offers you a cup of lemonade for free. Larry David might quip, “What’s the catch!? What kind of lemonade is free? I don’t want your free lemonade!” The skepticism isn’t about the […]
Overview of Attribution Modeling Understanding the impact of each marketing touchpoint on consumer behavior and sales outcomes is more crucial than ever. Attribution modeling stands as a pivotal methodology in this quest, providing marketers with the insights needed to determine how various channels contribute to their goals, be it generating leads, conversions, or enhancing brand […]
I. Introduction: Cracking the Code of Digital Marketing Success Picture this: Sarah, a digital marketing manager at a trendy e-commerce startup, was pulling her hair out. Her latest email campaign boasted impressive open rates, but sales were flatlining faster than a heart monitor at a mime convention. She was drowning in a sea of data, […]
Predictive Analytics: Predictive Revenue for Every Business Expertise in the performance drivers at each step of the customer journey is indispensable to ascending from descriptive analytics, where teams are able to manually identify traditional metrics of the organization, to predictive analytics, where these metrics are used to determine or inform future outcomes. The competitive edge […]
In recent years, Customer Lifetime Value (LTV) has been described in an array of guiding articles in general terms, calculating formulas, and often accompanied by a list of suggestions for improvement. More useful perhaps, is a reminder of specifically what LTV can do when calculated correctly, why it sometimes fails to provide useful information, and, […]
Data Science Maturity Models (DSMMs) About Big Data Maturity Models: Much recent data science work (2015-20) has focused on Big Data. Some Big Data Maturity Models (DSMMs) parallel traditional models, identifying shared levels, domains, and attributes. These models contributed to the model below. BDMMs focusing more on unique attributes (e.g., impact of volume and velocity […]
Transforming Business with Data In today’s data-driven world, understanding and leveraging insights from data has become essential for staying competitive and driving brand growth. However, for many businesses, accessing and analyzing data is considered an overwhelming and costly endeavor, a set of practices reserved for large enterprises with extensive resources. But with advances in tools […]
Introduction The last decade has seen significant adoption of Multi-Touch Attribution (MTA) among marketers. However, many practitioners possess only a surface-level understanding of its greatest value. While MTA is popularly known for calculating conversion credit for different marketing touchpoints and understanding the customer journey, its real worth lies in the actionable insights it generates to […]
Using a Machine Learning Framework for Search Engine Predictive Modeling Overview The interactions between market participants have been fundamentally changed by the evolution of tools and processes of the digital era. Specifically, as buyers and sellers research products and services online, the primary educational platform and conduit for business have become the company website and […]
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