Insights
My pain, your gain
Data Driven Strategy
Change the way your organization makes decisions
Data vs Intuition
Have you had your analysis ignored when the conclusions did not confirm long held assumptions?
Were your numbers questioned when the results did not go the right way?
Learn how to help businesses transform from going with their gut to making fact based decisions.
The incremental impact measurement method described in this article is so powerful, it can help squeeze the last drop out of the advertising budget for even the most thrifty company.
Analytics Translators work with the business leaders to find projects where analytics can help choose the right course of action, and prioritize them. They translate the problems into analytical questions to be answered, while taking into account data quality and resource availability.
While propensity model does inform us about the natural likelihood to churn without any intervention, it tells us nothing about our ability to change customer behavior and stay longer.
Marketing Analytics
Improve effectiveness of your communications
In compound experiments universal control groups are used in combination individual campaign control groups, providing very powerful tools for sales attribution.
You likely saw the chart summarizing three different types of analytics: descriptive, predictive, and prescriptive. Let me walk you through a case study of these types of analytics by using a simple marketing example.
A/B testing is a special case of experimental design, aimed at determining a better performing option of communication. In practical terms it meas that all of the targets in the A/B test get exposure to some version of marketing communication.
Churn analysis is a review of a company’s former customers that reveals their composition and trends. It looks for correlations between customers who became inactive during a period of time and variables such as tenure, product holding, service calls, seasonality, and demographics.
Nuts and Bolts
Data tools and how to use them
What is Big Data?
How do we define this nebulous notion of big data? Is big data just large amounts of conventional data? Does it only live online? Is it a fancy nickname for unstructured data? What methods are used to analyze big data?
Churn rate over a period of time is the number of customers who went from being active to being inactive over that period divided by the number of active customers at the beginning of the period. There are many intricacies of defining churn that can be applicable to certain industries.
One of the most important principles of experiment design is making sure the control is representative of the treatment group. Is there something we can do when random assignment of customers into the groups is impossible?
Amazon Comprehend is a Natural Language Processing (NLP) platform available as a service on AWS. It’s a collection of pre-trained and operational NLP models that can be used with no or little coding through the point and click interface.