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Moneyball Marketing: How Predictive Marketing Changes the Game
(Adobe Digital Marketing Summit 2012 Breakout Session Recap) I hate baseball. Before all of the baseball fans out there decide to click-through to another blog, let me explain. Even though I played...
View ArticleForensic Marketing Is Real: A Case Study in Superhero Analytics
It should be noted that the name of the customer has been changed to protect my income. All marketing tools are assumed ineffective until proven otherwise in a court of the laws of mathematics. Okay,...
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Adobe Analytics 1.4: Predictive analytics for the masses
The release of Adobe Analytics version 1.4 marks a major shift in empowering marketers and marketing analysts with powerful advanced statistics and predictive analytics capabilities, helping move both...
View ArticleIs Your Company Healthy? Diagnose with the Data Analytics Maturity Model
How your marketing organization ranks in sophistication within the analytics capability maturity model is largely dependent on the level of investment from the business in people, process, and product....
View ArticleAdobe Analytics Earns a Perfect Score for Predictive Analytics
Our vision at Adobe is to help make the enterprise smarter. To this end Adobe has invested and continues to invest heavily in providing world-class predictive analytics capabilities designed for the...
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Correlations: Another Perfect Score for Adobe Analytics
Recently, I shared a blog post outlining the details surrounding our vision, strategy, and current capabilities in predictive analytics, which have earned Adobe Analytics a perfect score in this...
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Contribution Analysis Turns Days and Weeks into Seconds and Minutes
As Adobe Summit arrives again, it’s time to share some exciting news about a feature we are announcing in Adobe Analytics. To explain it properly, I have to harken back to when we released Anomaly...
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Leverage Analytics with Contribution Analysis Tips Tricks and Best Practices:...
Twenty-two centuries ago, Archimedes famously said, “Give me a lever long enough and a fulcrum on which to place it and I shall move the world.” Since your boss routinely expects you to move both...
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Leverage Analytics with Contribution Analysis Tips Tricks and Best Practices:...
In the first part of this post, we saw that Contribution Analysis is a groundbreaking new “data-scientist-in-a-box” uber-lever, letting you start moving heaven and Earth for your boss. We also dipped...
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Digital Marketing 101: How do I Build a Predictive Analytics Model?
Most enterprises today have goals to include Big Data or predictive analytics as part of their marketing strategy in the coming year. Unfortunately, a Gartner report showed that many people have no...
View ArticleHey, Data-Driven Marketing, Ready for Machine Learning? It’s Ready for You.
When we look at the current landscape for marketing professionals, it is easy to forget that many of the tasks we currently undertake did not exist 20 years ago. Marketers were not concerned with...
View ArticleDefining Machine Learning, Predictive Analytics, and Data Science — Without...
If you walk into any conference room in the world, it is likely you will hear people talking about “opening the kimono” in a “play for transparency” so they can “dig deep into Big Data.” You may walk...
View ArticleThe Best Is Yet to Come — Predicting Customer Behavior With Data
What if you had a crystal ball that would predict customer behavior with uncanny accuracy and gave you the power to create the roadmap necessary to change the future of your business? Would you want...
View ArticleDemystifying the Black Box: Adding Transparency to Machine Learning
The very mention of machine learning provokes anxiety-generating questions such as, “Will it replace humans?” and “How do I trust the results?” and “Will I need to get a degree in statistics?” We use...
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How to Develop a Seamless Analytics-Maturity Plan
Tired of meaningless data that can’t be leveraged? Tired of not knowing your audience base? What if you could find your customers before they find you and target them with an optimized experience? It’s...
View ArticleThe SIMPLEST Tools of Predictive Analytics Make Better Decisions Than You Do,...
Traditional analytics are antiquated, time-consuming, and ineffective — and, if you’re still using them, it’s time to stop! Even the simplest tools of predictive analytics can be used to win in the...
View ArticleAnalytics Democratization — Putting Extraordinary Possibilities Into...
“Often, within big organizations, the number of people who truly understand what’s going on with the customer base is very, very small—there are two or three guys in the corner of the room.” ~ Giles...
View ArticleThe Rules Of Modern Attribution
There are a number of well-documented challenges with attribution in paid media. But as the digital marketing industry collectively works toward closing the loop, we must be careful not to succumb to...
View ArticleThe Data Story Behind Really Knowing What Your Customer Wants
The successful brands of the future will need to re-evaluate their experience strategy today. Instead of diving in with touchpoints and strategies around channel- or device-specific experiences, get to...
View ArticleData, Analytics, and Benchmarks — Making Sense of Experience Business Data
Competing on experience in a customer-focused economy is possible with the right tools. Learn how to use data and benchmarking to create meaningful interactions with your customers and grow your… The...
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