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How to Do Conversion Attribution Modeling

Customers don’t usually see one ad and then click over to purchase.

In reality, the path is much more complex, and usually includes various marketing channels – organic and paid search, referral, social media, television.

But if you’re a rigorous and data-driven marketer, the question has to cross your mind: how much credit can I give each channel for this conversion?

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Intelligent Agents: An A.I. View of Optimization

As a digital analyst or marketer, you know the importance of analytical decision making.

Go to any industry conference, blog, meet up, or even just read the popular press, and you will hear and see topics like machine learning, artificial intelligence, and predictive analytics everywhere.

Because many of us don’t come from a technical/statistical background, this can be both a little confusing and intimidating.
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