Marketing Analytics: Attribution Is Not Incrementality

Occam's Razor

One of the business side effects of the pandemic is that it has put a very sharp light on Marketing budgets. From there, it is a hop, skip, and a jump to, hey, am I getting all the credit I should for the Conversions being driven by my marketing tactics? Marketing’s Incrementality!

Marketing analytics and why is it important?


A topic of growing importance, Marketing analytics, plays a crucial role in identifying business opportunities and improving operational excellence. As a matter of fact, the global marketing analytics market is expected to reach $5.52 What is marketing analytics?


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Deliver Step Change Impact: Marketing & Analytics Obsessions

Occam's Razor

My professional areas of interest cover Customer Service, User Experience and Finance, though here on Occam’s Razor my focus is on influencing incredible Marketing through the use of innovative Analytics. To help kick-start your 2019 step change , I’ve written two “Top 10” lists, one for Marketing and one for Analytics – consisting of things I recommend you obsess about. First… The Analytics top ten things to focus on to elevate your game this year….

Artificial Intelligence: Implications On Marketing, Analytics, And You

Occam's Razor

It’s implications are far and wide, even in the narrow scope that I live in (marketing, analytics, influence). Machine Learning | Marketing. Machine Learning | Analytics. I am also excited because I believe that, at least as far out as I can see, the human brain and the human heart will be valued – we will identify new things to value, it just won’t be Digital Marketing Evangelist. Machine Learning | Marketing. Machine Learning | Analytics.

Digital Marketing & Analytics: Five Deadly Myths De-mythified!

Occam's Razor

It saddens me deeply that they are not being able to take full advantage of all the new product, marketing, customer relationship opportunities in front of them. I love the shift to intent-based targeting (I cannot stress how massively important to the future of advertising and marketing). The best we could think about RM+RP+RT is what Direct Marketers (people who sent you all those letters in postal mail!). I learn so much from him about digital and marketing.

Six Visual Solutions To Complex Digital Marketing/Analytics Challenges

Occam's Razor

We'll start with digital at the highest strategic level, which leads us into content marketing, from there it is a quick hop over to the challenge of metrics and silos, followed by a recommendation to optimize for the global maxima, and we end with the last two visuals that cover social investment and social content strategy. 2: The Secret to Content Marketing Success. Content marketing is all the rage these days. Two things I love a lot: 1.

Dear Avinash: Your Digital Marketing + Analytics Challenges Answered

Occam's Razor

about digital marketing and analytics. We will cover questions in four areas: business/strategy challenges, analytics/technical challenges, career/self-development questions and rampant speculation. I am having issues prioritizing 1) recommending fixing on site issues affecting real traffic levels versus 2) correcting significant configuration issues in Analytics measuring current site traffic. Best Metrics For Digital Marketing: Rock Your Own And Rent Strategies 2.

Using Graphs to Identify Social Media Influencers

Analytics Vidhya

The post Using Graphs to Identify Social Media Influencers appeared first on Analytics Vidhya. Graphs & Networks Intermediate Social Media Graph theory marketing analytics Social Media Analytics Social Network Analysis

Every Business Needs an Analytics-Driven Content Marketing Strategy

Smart Data Collective

Analytics plays an invaluable role in modern marketing. We have talked extensively about the value of using data for marketing strategies in all industries. Analytics can be particularly useful for content marketing. The Evolution of Analytics in Content Marketing.

WNS Analytics Wizard 2019: Top 3 Winners’ Solutions from our Biggest Data Science Hackathon

Analytics Vidhya

Overview Here’s a unique data science challenge we don’t come across often – a marketing analytics hackathon! The post WNS Analytics Wizard 2019: Top 3 Winners’ Solutions from our Biggest Data Science Hackathon appeared first on Analytics Vidhya. Analytics Vidhya Data Science data science hackathon datahack Hackathon hackathon solutions marketing analytics hackathon marketing hackathon

Leveraging Social Analytics for Optimizing Your Marketing Strategy

Smart Data Collective

Analytics is extremely important for any company that wants to get the most out of its marketing efforts. Social media marketing is no exception. It is impossible to create an effective social media marketing strategy without utilizing big data analytics effectively.

The Marketing Analytics Intersect: My Newsletter!

Occam's Razor

I want you to sign up for something very, very special I'm doing: Writing short stories from the intersection of marketing and analytics. My newsletter is called The Marketing < > Analytics Intersect. It will contain short stories from where I live, at the intersection of the worlds of analytics (where I started) and marketing (my tool to drive change in customer relationships/behavior/branding). Happy analytics. Happy analytics.

Leveraging AI-Driven Latent Semantic Indexing in Your Online Strategy

Smart Data Collective

Artificial intelligence can be very important for online marketing. A growing number of marketing professionals are finding new ways to utilize AI to expand their reach. One of the most important ways that marketers can benefit from AI is with search engine marketing.

Welcome to the Era of the Augmented Marketer


In a world of rapid technological change, digital tools for marketers are having a moment. The average enterprise now uses 120 cloud-based marketing tools (according to; in many companies, marketing departments are the heaviest users of cloud services.

Multi-Touch Attribution: The Marketer’s Secret Weapon to Make Smarter, Data-Driven Decisions


As a marketer, attribution is one of the most important challenges you face today in a multi-channel world. Traditional marketing attribution will tell you that the email campaign converts the best and that you should drop the rest. Get a unified view of all your marketing data sources.

CMOs, It’s Time to Embrace Infusing Analytics into Workflows


Marketing can be one of the most data-driven departments in a company, regardless of industry. That being said, not every marketing org is making the best use of the data at its disposal. A key mandate for CMOs is to drive analytics adoption across the marketing org.

How Marketing Campaigns Miss the Mark Without Data


Marketing has many goals: to build creative, inspiring work that burrows its way into the minds and memories of consumers; to generate sales; to increase awareness of a company or product … the list goes on and on. After all, if you don’t know who you’re marketing to, what do you really know?

Combining Online & Offline Data in Automotive – Part Two

Perficient Data & Analytics

You will need an analytics platform to make sense of the data and create reporting dashboards that inform the organization. Where the analytics platform comes in. Now that we have merged the online and offline data, we need to start making sense of it using reports and dashboards within your analytics reporting tool. Analytics Automotive Data & Analytics Digital Marketing analytics automotive consumer insights Data digital DMP

Predictive Analytics Use Case: Online Target Marketing!


To make the most out of online marketing, every organization must target the customers with the most promising profile. Predictive analytics can help the business to understand online buying behavior, and when, where and how to serve ads, market products and offer discounts or other incentives. Predictive analytics will help you optimize your marketing budget and improve brand loyalty. Learn More: Online Target Marketing Use Case. Marketing Optimization.

The Art Of Building Platforms

Bruno Aziza

We build platforms with highly cross-functional teams that include people from partnerships, policy, support, engineering, product marketing, analytics, design, research, and many other groups You do not build a product in a vacuum.

Don't Send Money to Dead People (and Other Lessons for Data Teams)


I was catching up with a VP of Data I think highly of at a popular public tech company the other day who told me about the impact of data downtime on his company from financial reporting and regulatory reporting to marketing analytics and even customer engagement metrics.

Cloud-Based CRM System: Is it Safe and What are the Benefits?


The people responsible for bringing us the idea of database marketing, and subsequently CRM systems, are Robert and Kate Kestnbaum. They changed the way direct marketing works by implementing new metrics like customer lifetime value and applying financial modelling to marketing strategies. From their humble beginnings back in the 1980s, CRM (customer relationship management) systems have come a long way to become what they are today. .

Are You Cooking or Baking with Data?

Juice Analytics

The work of a marketing analytics can be more like cooking. But if you are starting your career in analytics, it is worth asking yourself: Who do I want to be? Cooking is one of my favorite go-to analogies for data storytelling and data visualization.

Moving from Business Intelligence to Analytics?

Jen Stirrup

I conducted a workshop in Florida recently, aimed at helping people to move from Business Intelligence to Analytics. I have added some guidelines for using Power BI with marketing and sales data. Introduction to Microsoft Data Platform Analytics. Part 1 – Introduction to Microsoft Data Platform Analytics. Introduction to Microsoft Data platform analytics from Jen Stirrup. Overview of Analytics for Marketing. Overview of Analytics for Sales.

Top 5 Tips For Conducting Successful BI Projects With Examples & Templates


BI projects aren’t just for the big fishes in the sea anymore; the technology has developed rapidly, the software has become more accessible while business intelligence and analytics projects implemented in various industries regularly, no matter the shape and size, small businesses or large enterprises. Top Tips To Create A Modern BI & Analytics Project. If you work in finance, financial analytics will be the backbone of your operations.

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Top Data Science Tools That Will Empower Your Data Exploration Processes


Companies surely need data scientists to help them empower their analytics processes, build a numbers-based strategy that will boost their bottom line, and ensure that enormous amounts of data are translated into actionable insights. There are a number of tools available on the market, and knowing which one to choose to increase performance can be time-consuming, and often confusing.

WEBCAST: Accelerate Wins with True Sales Enablement ? Part 1: text here


Anand Sri Ganesh, Chief Digital Officer, BRIDGEi2i, is an alumnus of IIT Madras and IIM Ahmedabad, has over 20 years of experience in leadership positions across technology and consumer markets, working with organizations like Manthan, HP, and PepsiCo.

What Data Metrics Should Be Incorporated Into a Marketing Dashboard?

Smart Data Collective

Big data has been incredibly important in the marketing profession. Marketers need to rely heavily on big data technology to reach customers more effectively. Visual marketing dashboards are prime examples of using big data effectively in marketing.

Crazy Ways Phone Analytics Are Changing The Future of Marketing

Smart Data Collective

The market for big data is projected to be worth over $229 billion by 2025, according to research from Markets and Markets. The analysis suggests that the rapid growth in utilization of big data by SMEs is driving momentum in the big data market.

Salesforce DMP, Financial Services Cloud & B2B Analytics Intro

Perficient Data & Analytics

B2B Marketing Analytics Demo. B2B Marketing Analytics Demo. With B2B Marketing Analytics, you can see the impact of your marketing, without needing a data scientist. Learn how the Salesforce DMP allows marketers to capture, unify and activate their data enabling them to deliver more relevant and personalized experiences to their target consumer. Must-Know Salesforce Updates. What You Need to Know About Financial Services Cloud.

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Meet Our Digital Marketing & MicroStrategy Experts at NRF 2019

Perficient Data & Analytics

If you’re attending NRF 2019 , be sure to stop by the MicroStrategy booth (#1955) to meet with Perficient experts Jim Butz, MicroStrategy Practice General Manager, and Kevin Bauer, Digital Marketing Practice Director, as they showcase demos and retail expertise. The demos will highlight augmented analytics, chatbots, voice, natural language technology, digital intelligence, digital marketing analytics, and data-driven omnichannel experience.

Introduction To The Basic Business Intelligence Concepts


Business intelligence concepts refer to the usage of digital computing technologies in the form of data warehouses, analytics and visualization with the aim of identifying and analyzing essential business-based data to generate new, actionable corporate insights. While you still need to do your homework and check everything using critical thinking , if you use business intelligence correctly, you’ll have an incredible competitive advantage over the other companies in your market.

Are You Getting The Most Out Of Your Marketing Data?

Smart Data Collective

These are unprecedented times for the analytics industry. Thanks to new tools, including real-time tracking capabilities, businesses had access to more information about their marketing campaigns than ever before. Marketing Analytics: Today’s Vital Skill.

How Big Data Has Changed the Financial Industry

Smart Data Collective

Market Analytics and Profitability. Another breakthrough has been statistical analysis as it relates to the stock market and other investments. Customer data will become even more plentiful, and analytical capabilities will expand further in kind.

A CEO Question: Start With Culture OR Tech?

Mark Raskino

What if s/he decides the key to the future is a social media marketing analytics platform… but in the end, when the company culture changes so does its digital business strategy – and the needed critical capability becomes IoT? [link]. Recently I was asked this rather smart question by the CEO of a financial services company. He knows they must embark on a digital transformation journey.

Congestion Analytics – Flipping the Script

Kirk Borne

Crowded stores, congested roads, and conditions conducive for economic growth that can create more of the same — sounds like urban sprawl and a promising case for urban analytics (using data science to address big city problems) to deal with those challenges and to reduce the congestion! That scenario also describes a case for congestion analytics. In fact, the “wheels” in my mind had already started turning towards the idea of flipping the meaning of congestion analytics.

10 Tips on Getting More Out of Google Analytics

Smart Data Collective

Since its inception, Google Analytics has been one of the top choices for website and online marketing analytics on the web. The surface-level features of Google Analytics are easy to learn, since it’s such an intuitive platform. How to Get More Out of Google Analytics.

How Startups Can Formulate Data-Driven Marketing Strategies Using AI

Smart Data Collective

We have talked a lot about the benefits of big data in marketing. The global marketing analytics market was worth $2.1 This figure is expected to rise sharply in the future as more companies are likely to discover the benefits data-driven marketing affords.

Join me at Live! 360 Orlando to learn more about Applied Business Analytics

Jen Stirrup

360 Orlando and I’m presenting a workshop on From Business Intelligence to Business Analytics with the Microsoft Data Platform. Data becomes relevant for decision making when we start to use it properly, so this workshop will demonstrate the use of analytics for real-life use cases. In this workshop, we will make analytics relevant to your business so your organization will feel the benefit. Analytics for Marketing – what numbers do they need, why, and what do they say?

From Data to Decisions with Actionable Insights


That advice is a quintessential actionable insight: The algorithm models the applicant’s probability of success by training on a mountain of historical data and market factors. Analytics must cope with both structured and unstructured data to achieve optimal results.

Five Signs That You Might Have a Know-Your-Customer Problem


Getting to “ground truth” about customers– data that’s unified , clean and trustworthy enough to power transformational analytic outcomes and critical business processes–is increasingly impossible. Data unification becomes repeatable, MDM rules scalable, true Golden Records possible, and data more trustworthy and analytics-ready. The Prognosis: Business-Transforming Analytic Outcomes.

Big Data Shows the 10 Best White Label Products To Sell in 2021

Smart Data Collective

Data Analytics Shows Best White Label Products for Ecommerce in 2021. There are a lot of data analytics tools like Google Trends and data mining tools that use market data from sites like IBIS to figure out which products are in most demand.

AI is the Most Disruptive Marketing Trend Since the Printing Press

Smart Data Collective

The market for big data and AI is surging. One recent study found that the global market for these technologies will be worth $229 billion within the next five years. Let’s explore some of the use cases and companies that are using AI to boost their digital marketing efforts.