Outsourcing Data Science: What You Need to Know

More companies are creating data science capabilities to enable competitive advantages. Because data science talent is rare and the demand for such talent is high, organizations often work with outsourced partners to fill important skill gaps. Here are a few reasons to consider outsourcing. What can go right and wrong along the way? [Read More]

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The Myth of Attribution

One of the slides that I discuss in virtually every conversation I have with businesses is one that I call the myth of attribution. In any system of measurement, we prefer boolean and discrete rules of behavior. If this, then that. It’s a problem, though, because that’s not how purchase decisions are made. It doesn’t […]

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The Marketing Savvy Powering TripAdvisor’s Global Growth

TripAdvisor knows a thing or two about growth. In 2014, the world’s largest travel site saw 1.246 billion in revenue, an increase of 32% over 2013. The company’s product offering has expanded too. TripAdvisor’s Instant Booking Platform has growing steadily since its rollout in 2014; Priceline’s Booking.com was recently added to its roster of participants. […]

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5 Steps for Turning Big Data Into Smart Data

Big Data has become one of the key buzzwords for businesses everywhere over the last few years. With data of all kinds being produced in record amounts every year, collating and analyzing this information will give businesses more insights than ever before into their customers and their industries, and perhaps even let them predict what […]

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Machine Learning Can Fuel Smarter Online Experiences

Machine learning technology is making strides and offers potential for companies to deliver increasingly tailored, user-specific online experiences. Machine learning seeks to discover meaningful patterns within large amounts of data. Coupled with continuing innovations in cloud computing and big data analytics, this technology could radically change how enterprises manage digital content to produce innovative online […]

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Who Controls Your Facebook Feed

Every time you open Facebook, one of the world’s most influential, controversial, and misunderstood algorithms springs into action. It scans and collects everything posted in the past week by each of your friends, everyone you follow, each group you belong to, and every Facebook page you’ve liked. For the average Facebook user, that’s more than […]

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Top 5 Data-to-Decisions Trends to Know for 2016

Apache Spark, real-time, cloud BI & analytics, IoT, and self-service were the trends to watch in 2015, and they’ll continue to make waves in 2016. Here’s a look back on the big Data-to-Decisions stories of 2015 and a look forward on the trends of consequence for 2016. [Read More]

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Why You Should Own Your Data

If you’re just starting out with analytics, building an end-to-end analytics infrastructure is probably overkill (for reference, it cost a company with more than 500 employees 13 months and $240k to build theirs). However, having access to the raw underlying data is strongly encouraged nonetheless, since one day it can help you answer granular questions […]

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Excellent Analytics Tip #27: Chase Smart Calculated Metrics!

For the last decade (#omg!), I’ve consistently complained about a fundamental flaw in Web Analytics tools: They incentivize one night stands, rather than engagements matching customer-intent. This leads to owners of digital experiences (insanely) expecting all visitors to their websites to convert right away – anything less than that is a failure. Damn the intent […]

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What the Dickens to Do About Marketing Tech

There’s no astute modern marketer who doesn’t know the name Scott Brinker. In 2011 the CTO of ion interactive and author of the Chiefmartec.com blog produced his first Lumascape-esque logorama of marketing tech solutions. Digitally overwhelmed marketing executives glommed onto it like Web shoppers to free shipping offers. Brinker had boiled down the tech solution […]

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Intentional Serendipity: How Marketing Analytics Trigger Curiosity Algorithms and Surprise Discoveries

Microwave ovens. Velcro. Viagra. These and many other everyday scientific advances were discovered quite by accident. Serendipitous discovery plays a huge role not only in scientific advances, but also in major breakthroughs in marketing strategy. With more data open to marketers than ever before, marketing analytics can now play an even bigger role in revealing […]

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

In a recent set of keynotes and consulting engagements in the US, UK and Canada, I’ve had an overwhelming feeling that in very fundamental ways some companies make imprecise choices when it comes to their digital strategy. Not because they don’t have enough money or opportunity or people. But, simply because their broader framing of […]

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How Airlines Are Using Big Data to Price Your Ticket

Airlines are now able to collect more data than ever on their passengers, and they’re using this data to build profiles on individual passengers. By building individual profiles on passengers with information such as lifestyle purchase choices, flying habits, and even passenger financial position, they’re able to come up with clever ways to give you […]

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