I presented this at the London Measurecamp Conference, in September 2016. This is an overview on how to build an attribution solution with Python and Tableau. This is meant as a starter solution.
Webinar: Survival Analysis for Marketing Attribution - July 17, 2013Revolution Analytics
A central question in advertising is how to measure the effectiveness of different ad campaigns. In online advertising, including social media, it is possible to create thousands of different variations on an ad, and serve millions of impressions to targeted audiences each day. Rather too often, digital advertisers use the last click attribution model to evaluate the success of campaigns. In other words, when a user clicks on an ad impression, only the very last event is deemed as significant. This is convenient but doesn't help in making good marketing decisions.
Survival analysis is widely used in the modeling of living organisms and time to failure of components, but Chandler-Pepelnjak (2010) proposed to use survival analysis for marketing attribution analysis. Listen to our webinar to learn more about this theory and a big data case study, showing how DataSong used Revolution Analytics.
Digital marketing ROI - An introduction to attribution modellingDifferent Spin
To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
3 data-led growth hacks that got our App ready for take off Applying scientif...Skyscanner
A presentation by Ilana Munckton of Skyscanner.
For more information visit https://medium.com/@Skyscanner/3-data-led-growth-hacks-that-got-our-app-ready-for-take-off-98db95b15dfc and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And ...CXL
Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!
The Harvest Digital Guide to Attribution ModellingMike Teasdale
Balancing spend and developing strategy across channels like paid and organic search, display and social is one of the biggest challenges in digital marketing.
In the real world, attribution modelling often boils down to choosing a model and seeing whether we like the results it gives. But this is hardly scientific. So what would a data-driven process to defining and assessing a cross-channel attribution model look like?
Webinar: Survival Analysis for Marketing Attribution - July 17, 2013Revolution Analytics
A central question in advertising is how to measure the effectiveness of different ad campaigns. In online advertising, including social media, it is possible to create thousands of different variations on an ad, and serve millions of impressions to targeted audiences each day. Rather too often, digital advertisers use the last click attribution model to evaluate the success of campaigns. In other words, when a user clicks on an ad impression, only the very last event is deemed as significant. This is convenient but doesn't help in making good marketing decisions.
Survival analysis is widely used in the modeling of living organisms and time to failure of components, but Chandler-Pepelnjak (2010) proposed to use survival analysis for marketing attribution analysis. Listen to our webinar to learn more about this theory and a big data case study, showing how DataSong used Revolution Analytics.
Digital marketing ROI - An introduction to attribution modellingDifferent Spin
To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
3 data-led growth hacks that got our App ready for take off Applying scientif...Skyscanner
A presentation by Ilana Munckton of Skyscanner.
For more information visit https://medium.com/@Skyscanner/3-data-led-growth-hacks-that-got-our-app-ready-for-take-off-98db95b15dfc and https://www.skyscanner.net/mobile.html for a working example of our product in motion.
[Elite Camp 2016] Yehoshua Coren - Strategic And Tactical Implementation And ...CXL
Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!
The Harvest Digital Guide to Attribution ModellingMike Teasdale
Balancing spend and developing strategy across channels like paid and organic search, display and social is one of the biggest challenges in digital marketing.
In the real world, attribution modelling often boils down to choosing a model and seeing whether we like the results it gives. But this is hardly scientific. So what would a data-driven process to defining and assessing a cross-channel attribution model look like?
This presentation was given during the EuroIA 2009, by Adam Cox and Martijn Klompenhouwer. It is and edited version. The images used during the actual presentation have since been removed to make sure no copyrights are being violated. As a result, the examples of combining Web Analytics and User Research are just listed and are without explanations.
Dan Gridin - How to plan, setup and launch b2b marketing automation system in...Marketing Festival
During his presentation, Dan will share with you a step-by-step process for creating b2b marketing automation system that will dramatically shorten your sales cycle. His concepts will work for your business, even if you are on a budget and can’t afford an enterprise-level solution like Marketo or Bronto.
Web Analytics 2.0 and Multiplicity - PixelMEDIAPixelMEDIA
Slides from a presentation at PixelMEDIA on Web Analytics 2.0 and the concept of Multiplicity. Producing insights, not reporting. By Jonathan B. O'Donnell
Building a sustainable business and product is hard work. Growing your user base is even harder. Markets and opportunities are changing on a daily basis; you have to stay focused and constantly improve your tactics in a rapidly-changing world in order to succeed.
The tactics that worked even a few short years ago are now obsolete. Iterative sprints leveraging mobile, social and location-based approaches and powered by data and insights, are required in order to thrive. Through rapid experimentation, you can find yourself in a healthy loop of building, testing, measuring, learning, refining and improving.
The Beginner’s Guide to Growth Hacking illustrates over two dozen insights that will help you grow your user base, keep them engaged and ultimately grow your revenues.
[Elite Camp 2016] Annemarie Klaassen & Tom van de Berg - Moving Beyond Testin...CXL
A/B testing is a great way to really learn from user behavior, but this is mostly not the main objective of an optimization program. It needs to improve revenue! If you're only implementing significant results, you're leaving a lot of money on the table. We will explain how we run optimization at the biggest hotel chain in the Netherlands.
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Effie Kapsalis
#MWXX Workshop
Brian Alpert, Smithsonian Institution, USA, Sarah Banks, Smithsonian's National Air and Space Museum, USA, Erin Marie Blasco, National Museum of American History, Smithsonian Institution, USA, Effie Kapsalis, Smithsonian Institution Archives, USA
From the web’s earliest days, digital professionals have been pressed to demonstrate that their online efforts were contributing to their organizations, whether by increased revenue, a more finely-honed brand identity, or the profound ability to enhance their mission via content delivery to anyone with a browser. Along comes social media, connecting millions in ways never before possible, disrupting the landscape and breathing new life into the questions: “Why is this important and how do we know it’s working?” Today’s landscape is a splintered collection of new channels, inscrutable metrics, and a dizzying array of tools offering a dizzying range of possibilities with which to answer the classic question, “What do I measure?” and its first cousin, “What does that have to do with our program?”
Join Smithsonian’s Brian Alpert, Sarah Banks, Erin Blasco and Effie Kapsalis as they work with participants to refine and articulate this conversation through a series of examples, case studies and recommendations. In addition to presenting a manageable, common sense approach to selecting metrics and extending the web analytics process to social media, examples will demonstrate how metrics served to support organizational goals and what tools proved most useful. Brian will present the process for measuring websites and social media in terms of your goals. He will also discuss the ongoing conversion to Google’s “Universal” code, the “User ID” feature, and discuss what changes are in store for ALL Google Analytics users. Effie and Erin will present case studies showing this process in action, illustrating how their approaches to social media, website and mobile measurement are mapped to specific goals. Erin will lead a group exercise that will bring participants closer to the actual process steps and definitions, and Sarah will talk about Google Analytics for mobile apps and show a framework she devised to help measure a museum’s impact through its social media outreach.
This presentation describes a process that marketers and marketing analysts can implement to enable their organizations to become more data-driven. It describes the fundamental differences between performance measurement and hypothesis validation, and then describes a framework/process to "A.D.A.P.T. to Act and Learn" (Align, Discover hypotheses, Assess hypotheses, Prioritize hypotheses, Test hypotheses, Act on the results and Learn for the future).
Subscribers are raising the bar on relevance. They’re tired of being treated the same as everyone else and they’re tuning out “one size fits all” messaging. They want brands to prove they’re paying attention by delivering the right content at the right time. In short, they expect smarter emails.
In this presentation, Chad White, Lead Research Analyst at Salesforce Marketing Cloud, presents a framework for gradually turning up the IQ of your emails in several manageable steps by improving the (1) design, (2) personalization, and (3) journeys. Along the way, tactics are illustrated with examples from Salesforce’s award-winning Email Swipe File. Get inspired and take the next step toward building smarter emails.
Are robots about to take over the world? No, but if you let them, they can transform your marketing through automation.
This month our webinar was all about marketing automation. We focused on the good “robots” can do, and the many services and programs available to help make your life a little easier as a marketer. We were joined by Jon Reese, the director of digital marketing for ADP, as well as Fluid’s own Digital Marketing Director, Dustin Cederholm.
No beating around the bush here, just 27 kickass growth hacking tools with a complete breakdown of why we like each one and how much they cost.
I want to give you exactly the information you need, and none of the fluff you don't.
These 27 growth hacking tools are split into six sections:
Email Marketing, Social Media, Marketing Automation, Browser Plugins, Sales Funnel and Miscellaneous Favorites
Ten Powerful Tips To Get More From Your AnalyticsMichele Kiss
Today's marketers are not only expected to be proficient in marketing and communication but, with increasing reliance on data, be fluent in analytics as well. And even with multiple tools designed to simplify the process, many still struggle to prove the success of their efforts. Frustrations range from not knowing where to start to a deluge of data that provides no real insight.
In this presentation, Michele will provide you with 10 tips and actions you can implement immediately to do more with your data—no expensive tools required! Whether you have an analytics team or you have no support at all, we'll show you how to get more from your data and analysts so you can stop struggling and start gaining valuable insight.
The Future of Analytics: Multichannel Attribution WP Engine UK
Have you seen your source data weigh more and more to brand traffic? What the heck is going on? Review this deck to learn how to track your visitor journey and make better decisions in your online marketing campaigns.
1. Advanced techniques with Google Analytics.
2. Using goal values for ad spend ROI calculations.
3. Understanding how different sources of traffic drive value
How To Make Your Marketing Match Your Reality (#mozcon 2015)Dana DiTomaso
Too often, the tone and promises of marketing don't match those of the business itself. Dana will help you bring your brand identity together, both in-store and online.
Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013...Vinoaj Vijeyakumaar
This presentation was given at the Google Analytics User Conferences held in Sydney & Melbourne in June 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' Attribution Modeling Tool to establish your ideal digital media mix. In it we cover the basics of multi-touch attribution, getting started with the Google Analytics Attribution Modeling Tool, and Custom Models. We also walk through a case study where Amari Hotels were able to increase sales by 45% simply by reallocating their digital marketing budgets based on insights gained from the Attribution Modeling Tool.
This presentation was given during the EuroIA 2009, by Adam Cox and Martijn Klompenhouwer. It is and edited version. The images used during the actual presentation have since been removed to make sure no copyrights are being violated. As a result, the examples of combining Web Analytics and User Research are just listed and are without explanations.
Dan Gridin - How to plan, setup and launch b2b marketing automation system in...Marketing Festival
During his presentation, Dan will share with you a step-by-step process for creating b2b marketing automation system that will dramatically shorten your sales cycle. His concepts will work for your business, even if you are on a budget and can’t afford an enterprise-level solution like Marketo or Bronto.
Web Analytics 2.0 and Multiplicity - PixelMEDIAPixelMEDIA
Slides from a presentation at PixelMEDIA on Web Analytics 2.0 and the concept of Multiplicity. Producing insights, not reporting. By Jonathan B. O'Donnell
Building a sustainable business and product is hard work. Growing your user base is even harder. Markets and opportunities are changing on a daily basis; you have to stay focused and constantly improve your tactics in a rapidly-changing world in order to succeed.
The tactics that worked even a few short years ago are now obsolete. Iterative sprints leveraging mobile, social and location-based approaches and powered by data and insights, are required in order to thrive. Through rapid experimentation, you can find yourself in a healthy loop of building, testing, measuring, learning, refining and improving.
The Beginner’s Guide to Growth Hacking illustrates over two dozen insights that will help you grow your user base, keep them engaged and ultimately grow your revenues.
[Elite Camp 2016] Annemarie Klaassen & Tom van de Berg - Moving Beyond Testin...CXL
A/B testing is a great way to really learn from user behavior, but this is mostly not the main objective of an optimization program. It needs to improve revenue! If you're only implementing significant results, you're leaving a lot of money on the table. We will explain how we run optimization at the biggest hotel chain in the Netherlands.
Metrics, Metrics, Everywhere: Choosing the Right Ones for Your Website and So...Effie Kapsalis
#MWXX Workshop
Brian Alpert, Smithsonian Institution, USA, Sarah Banks, Smithsonian's National Air and Space Museum, USA, Erin Marie Blasco, National Museum of American History, Smithsonian Institution, USA, Effie Kapsalis, Smithsonian Institution Archives, USA
From the web’s earliest days, digital professionals have been pressed to demonstrate that their online efforts were contributing to their organizations, whether by increased revenue, a more finely-honed brand identity, or the profound ability to enhance their mission via content delivery to anyone with a browser. Along comes social media, connecting millions in ways never before possible, disrupting the landscape and breathing new life into the questions: “Why is this important and how do we know it’s working?” Today’s landscape is a splintered collection of new channels, inscrutable metrics, and a dizzying array of tools offering a dizzying range of possibilities with which to answer the classic question, “What do I measure?” and its first cousin, “What does that have to do with our program?”
Join Smithsonian’s Brian Alpert, Sarah Banks, Erin Blasco and Effie Kapsalis as they work with participants to refine and articulate this conversation through a series of examples, case studies and recommendations. In addition to presenting a manageable, common sense approach to selecting metrics and extending the web analytics process to social media, examples will demonstrate how metrics served to support organizational goals and what tools proved most useful. Brian will present the process for measuring websites and social media in terms of your goals. He will also discuss the ongoing conversion to Google’s “Universal” code, the “User ID” feature, and discuss what changes are in store for ALL Google Analytics users. Effie and Erin will present case studies showing this process in action, illustrating how their approaches to social media, website and mobile measurement are mapped to specific goals. Erin will lead a group exercise that will bring participants closer to the actual process steps and definitions, and Sarah will talk about Google Analytics for mobile apps and show a framework she devised to help measure a museum’s impact through its social media outreach.
This presentation describes a process that marketers and marketing analysts can implement to enable their organizations to become more data-driven. It describes the fundamental differences between performance measurement and hypothesis validation, and then describes a framework/process to "A.D.A.P.T. to Act and Learn" (Align, Discover hypotheses, Assess hypotheses, Prioritize hypotheses, Test hypotheses, Act on the results and Learn for the future).
Subscribers are raising the bar on relevance. They’re tired of being treated the same as everyone else and they’re tuning out “one size fits all” messaging. They want brands to prove they’re paying attention by delivering the right content at the right time. In short, they expect smarter emails.
In this presentation, Chad White, Lead Research Analyst at Salesforce Marketing Cloud, presents a framework for gradually turning up the IQ of your emails in several manageable steps by improving the (1) design, (2) personalization, and (3) journeys. Along the way, tactics are illustrated with examples from Salesforce’s award-winning Email Swipe File. Get inspired and take the next step toward building smarter emails.
Are robots about to take over the world? No, but if you let them, they can transform your marketing through automation.
This month our webinar was all about marketing automation. We focused on the good “robots” can do, and the many services and programs available to help make your life a little easier as a marketer. We were joined by Jon Reese, the director of digital marketing for ADP, as well as Fluid’s own Digital Marketing Director, Dustin Cederholm.
No beating around the bush here, just 27 kickass growth hacking tools with a complete breakdown of why we like each one and how much they cost.
I want to give you exactly the information you need, and none of the fluff you don't.
These 27 growth hacking tools are split into six sections:
Email Marketing, Social Media, Marketing Automation, Browser Plugins, Sales Funnel and Miscellaneous Favorites
Ten Powerful Tips To Get More From Your AnalyticsMichele Kiss
Today's marketers are not only expected to be proficient in marketing and communication but, with increasing reliance on data, be fluent in analytics as well. And even with multiple tools designed to simplify the process, many still struggle to prove the success of their efforts. Frustrations range from not knowing where to start to a deluge of data that provides no real insight.
In this presentation, Michele will provide you with 10 tips and actions you can implement immediately to do more with your data—no expensive tools required! Whether you have an analytics team or you have no support at all, we'll show you how to get more from your data and analysts so you can stop struggling and start gaining valuable insight.
The Future of Analytics: Multichannel Attribution WP Engine UK
Have you seen your source data weigh more and more to brand traffic? What the heck is going on? Review this deck to learn how to track your visitor journey and make better decisions in your online marketing campaigns.
1. Advanced techniques with Google Analytics.
2. Using goal values for ad spend ROI calculations.
3. Understanding how different sources of traffic drive value
How To Make Your Marketing Match Your Reality (#mozcon 2015)Dana DiTomaso
Too often, the tone and promises of marketing don't match those of the business itself. Dana will help you bring your brand identity together, both in-store and online.
Multi touch attribution & attribution modeling - GAUC Sydney Melbourne - 2013...Vinoaj Vijeyakumaar
This presentation was given at the Google Analytics User Conferences held in Sydney & Melbourne in June 2013. This presentation walks through moving beyond last-click attribution and harnessing Google Analytics' Attribution Modeling Tool to establish your ideal digital media mix. In it we cover the basics of multi-touch attribution, getting started with the Google Analytics Attribution Modeling Tool, and Custom Models. We also walk through a case study where Amari Hotels were able to increase sales by 45% simply by reallocating their digital marketing budgets based on insights gained from the Attribution Modeling Tool.
In this presentation, Andrew Covato talks about the uses of attribution modelling and Big Data within a large company like Google. Covato introduces himself and talks about his own working background before going on to talk about the ins and outs of marketing and digital marketing. As well as giving insight into attribution modelling with his experience.
Red Door Interactive: Contribution-Attribution-Mix, Oh My! Creating Content f...AMASanDiego
Track: Insight & Analytics
Topic: MULTI-ATTRIBUTION
Title: Contribution-Attribution-Mix, Oh My! Creating Content for YOUR Customers
Speaker: ANDY BATTEN, Director of Digital Analytics & Optimization, Red Door Interactive
While the phrase ‘Attribution’ has been supplanted by ‘Big Data’ as the hottest buzz-word in digital marketing, it remains a concept that few understand, and even fewer are incorporating into channel marketing strategies. Often, the difficulty for many companies is in breaking the concept down into the core components that could otherwise help them grasp and move through the process. Rather, companies think of attribution as one giant problem to solve, which inevitably continues to push the topic into the ‘next year’ bucket on their list of priorities.
In “Contribution-Attribution-Mix, Oh My!”, Andy will break down the concept of ‘Attribution’ into core concepts and strategies that make the process tangible and linear, so you can walk away understanding the necessary elements and steps which are required to move from the crawl phase to ‘running’ with econometric/media mix modeling.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Operational Attribution with Google AnalyticsJonathan Breton
Multi-channel Attribution Modeling isn't necessary complex to implement.
Find here a framework and a methodology to start moving away from last-click vision
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
Webinar: Improve Campaign Results with Multi-Channel Funnels and Acquisio Att...Acquisio
While tracking page hits has become a mandatory practice, determining the path someone takes to land on a specific page can be challenging at best. However, if you can uncover this information, you can determine which marketing channels are most effective and fully leverage them.
To facilitate this, Google has developed an Attribution Modeling tool. Part of Google Analytics Premium, the tool provides valuable insight and analytics by breaking down and comparing the effectiveness of your key marketing channels, such as paid and organic search, email, affiliate marketing, display ads, mobile placements, and more.
To show you how it works, we will be hosting a webinar on August 30. Presented by James Thompson, President of Clix Marketing, and Marc Poirier, CMO & Co-Founder of Acquisio, this webinar will cover the following:
- Google’s Attribution Modeling concept
- The benefits of using Attribution Modeling
- Case studies on clients using this product
- Best practices
The webinar will also explain the value of combining Google’s Attribution Modeling tool with a platform like Acquisio, to receive additional insight towards your media channels, as well as the true value of display and Facebook advertising.
If you are looking to enhance your digital marketing efforts, enable better budget allocation across channels and increase your marketing ROI, this webinar is not to be missed.
Website and social analytics give you lots of data to look at, but what should you do with it? Learn how to make analytics work for you and understand how your communications efforts are having an impact.
GAUC 2017 Workshop Attribution with Google Analytics: Peter Falcone (Google)e-dialog GmbH
Overview of Attribution: Digital Attribution, Online to Offline Attribution and TV Attribution. We’ll cover the real-life examples, best practices, implementation details and results obtained.
Marketing Attribution 101: Understanding Attribution and Calculating Cost of ...Kissmetrics on SlideShare
In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).
Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.
In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.
- What is marketing attribution and why it matters for your business
- Best practices for creating different types of links with UTM parameters
- How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
- How to build reports to understand attribution and allocate cost data
An overview of the quantitative and qualitative data provided by live chat, and how to measure the sales, marketing, and customer support ROI of a chat widget.
The five essential steps to building a data productBirst
Building a data-driven product is scary business. You need to get the right platform both for today’s needs and for tomorrow’s possibilities – and then, you need to go beyond the technical to build a go-to-market plan that will set you up for success. Learn the five keys to building a great analytical product from someone who has done it before — and failed! Hear Kevin Smith speak about the mistakes he’s made building data products and how you can benefit from his lessons learned.
Patrick McKenzie Opticon 2014: Advanced A/B TestingPatrick McKenzie
A/B Testing Beyond Headlines and Button Colors -- ideas for tests (particularly for B2B SaaS), common pitfalls in organizations, and how to overcome them.
Why Big and Small Data Is Important by Google's Product ManagerProduct School
In this talk, Dan McClary, a Product Manager at Google, walked through the importance of using data to drive product decisions, as well as how to quickly pull together an architecture using free tools to help grow a product effort from market analysis to live data capture and data-driven product decisions. We also played a rousing game of Breakout.
Analytics is more than "slap on the google analytics tag and we're done". Any good Digital project starts out with a good set of Goals & Objectives...but when was the last time that you measured the result of those goals & objectives? Lean Analytics is about integrating the analytics in the whole process...from the start. In a LEAN way
Brent Summers, Director of Marketing at Digital Telepathy Using Data and Design toDrive Your Business June 25, 2015
Data is All Around You 1
Quantitative Data Sales Reports Data is All Around
Quantitative Data Application Performance Data Data is All Around You Quantitative Data Search Engine Optimization Data is All Around
Quantitative Web Analytics Data is All Around You
Qualitative Data Customer Surveys Data is All Around You Qualitative Data Customer Interviews Data is All Around You Get more info at: goo.gl/Jeol7v
Qualitative Data Personas Data is All Around You Get more info at: goo.gl/UW8mgQ
Observation Heat Mapping & Scroll Mapping Data is All Around You Observation User Behavior Data is All Around You
Data Already 
 Informs Design 2
A/B Testing Optimize for conversions. Data Already Informs Design
Eye Tracking People read in F-Shaped Pa erns Data Already Informs Design
Eye Tracking People look where people look. Data Already Informs Design h
Vertical Rhythm There’s a reason paper is ruled. Data Already Informs Design
Color Psychology What does your brand color say about your business?
The Golden Ratio 1.618 —
Consider the Entire 
 User Journey 3
Identify the Friction Evaluate sentiment/friction at each stage of the user journey. Consider the Entire User Journey
Designing for
 Business Objectives 4
Identify the Friction Where can you make the biggest impact? Designing for Business Objectives
User Journey Consideration
Landing Pages Incremental improvements can drive exponential results.
Be er Social Sharing Social sharing + content performance insights.
Animations Scroll is the new click.
Change Language Try different value proposition, calls to action, etc.
Change Layout Use behavior patterns to drive decisions.
User Journey Conversion: The act of purchasing a product or service through self service or a sales process.
Content Marketing Share knowledge to establish trust. Onboarding Step-by-step walkthroughs for new users.
Get the First Click Break through psychological barriers. User Journey Retention: Post-purchase. Activities that drive further product engagement, adoption and upgrades. Designing for Business Objectives
Reduce cognitive load: hide data until a user requests it.
Simplify your user interface for experienced users
Testimonials “Who doesn’t love social proof?” - Brent Summers
Prioritizing Your Backlog
Keep Track of Experiments Practical Advice Use a formula to assess which experiments to do first.
Sample Experiments Which of these experiments should be implemented Paid conversions
What does the data tell you? Identify where can design make the biggest impact.
Rounding Out the Process Your implementation method is unique. Measure the results. Repeat.
Measuring Success 6
Good Design is Great for Business Design lead firms out-perform the S&P 500 by 228%. Measuring Success
5Running Head BPM and ProcessCandace PooleBusines.docxalinainglis
5
Running Head: BPM and Process
Candace Poole
Business Process Management
MT400
November 7, 2016
Amazon.com is a company that is based out of Seattle, Washington. The net sales of Amazon in 2015 was $107.01 billion. Amazon has over 230,800associates employed throughout the world. Amazon has 304 million worldwide active Amazon customer accounts.
Amazon.com is a Fortune 500 e-commerce company situated in Seattle, WA. Amazon was one of the principal organizations to offer merchandise over the Internet for the first time in history. The organization was established by Jeff Bezos in 1994, and propelled in 1995. They began as an online book shop and afterward immediately expanded by including different things, for example, VHS tapes and DVDs, music CDs, programming, computer games, gadgets, MP3s, garments, furniture, toys and many other items.
I have worked for Amazon.com for last 8½ years. So I was able to consult my company information and utilize the internet for any additional information needed. I started as a temporary associate and worked my way up to a Program Manager. I have been privileged to work at three different facilities in three different states.
Customer Intimacy model is met by the company as it have full range of services available to serve the customers on order and it may assist customer to pick a wide range of services available from other suppliers at very short notice through contract arrangements like it sells Apple products in stores.
The objective of the process is to ease customer in making orders and online shopping experience. The scope of the process begins from browsing and ends at order accomplishment service. There are a few people involved and affected by the process. Browse: It involves selection of ordered things from main store. Shop: This process help the customer in shopping. Manage Account:Account management process help the customer to check out and make payment securely.
The Appian BPM Suite system requirements resemble to the mission and many other mission-critical platforms. It encompasses
· Separate ranks for development, quality check, production, and failover
· Enterprise section consists of hardware and at least 64 GB RAM and 200 GB of disk space per stack in model
· Daily backups are maintained in case of disaster recovery
· NFS utilized in system for mounted file and servers to support the data and application libraries It establish a strong link to Microsoft SQL Server databases and a financial data warehouse
According to table the triggers were:
· Lack of clear goals in process change
· Unclear objectives for change
· Too many complex things involved in ordering
Amazon will benefit from this BPM
· It consists of all essential phases required for business growth
· All phases are clear enough to understood by every concerned person
· Due to implementation of this BPM sales revenue will be boost up
The process used for order placement and delivery is aligned with the strategy .
Finding The Perfect Donor Database In An Imperfect World4Good.org
There are hundreds of donor databases on the market. Each has its own strengths and weaknesses, fans and foes. The challenge is to find a system with strengths that meet your needs, weaknesses that won’t get in your way, at a price you can afford.
This workshop will cover the basic concepts you will need to evaluate your options and make an informed decision.
Content marketing analytics: what you should really be doingDaniel Smulevich
My presentation from Digital Marketing Show 2014. #DMSLDN
A journey through web analytics processes, from setting up KPIs to integrating data sources and automating reports.
In this talk, Simo will explore a two-tiered approach to data in organizations.
On the one hand, data is the footprint of an organisation’s maturity and ability to communicate across silos. It is brutally honest in revealing the flaws and imperfections of the environment, especially when it comes to building pipelines that gather data from all corners of the organization. Simo will show how healthy communication structures are instrumental in building robust data collection and processing pipelines, and he will share his views on how taking a leaf out of the agile workbook will help in healing the broken communication structures of the organization.
On the other hand, data is the product of tools and platforms used for data collection, processing, ETL, and querying. This means that in order for these tools to be actually useful, they must be customized to accommodate the idiosyncrasies of the organization using the tools. In this part of the talk, Simo zooms in from the bird’s-eye view of the first half of the talk to look at web analytics specifically, and how tools like Google Analytics must be customized to be able to produce any useful insight into the machinations of the organization.
The talk will leave you with inspiration to look beyond the silos of your organization, and your fingers will itch at the opportunity to put all the customization tips to use with your web analytics tool.
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Leading brands such as Pepsi and Macy’s use Celtra’s technology platform for brand advertising. To inform better product design and resolve issues faster, Celtra relies on Databricks to gather insights from large-scale, diverse, and complex raw event data. Learn how Celtra uses Databricks to simplify their Spark deployment, achieve faster project turnaround time, and empower people to make data-driven decisions.
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- Go beyond simple counting and group events into sequences (i.e., sessionization) and perform more complex analysis such as funnel analytics.
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First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
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1. How to build an attribution
solution in a day
- well maybe a couple of days ;)
Dr. Phillip Law
2. • By the end of this Talk I want to give you the tools and methods to be
able to go away and build your own solution.
• I started this on Monday and got something useable in a day, then it
took me a couple of days to polish this up and iron out any bugs.
• It’s not perfect, but give you an attribution solution with contextual
data and importantly the power to slice and dice.
3.
4. Overview
• Blurb About Me and the Company I work For.
• Quick Overview of Rules Based attribution.
• Discuss the tools I used and why, this is effectively an ETL process using
Python and Tableau.
• How I extracted the data.
• What Transformations I did using Python.
• What Transformations I did in Tableau.
• Run through the models in Tableau.
• Limitations (Scalability)
• Next Steps (Improve the models, Allocation of Credit, Bayesian
attribution)
11. 1. Improving Marketing
Performance
Improving conversion
throughout the
customer journey and
reducing inefficiency.
In a world where
customer experience is
the brand experience.
Digital has
great power.
2. Brand Building 3. Future Proofing
It is particularly
important to work to
future web standards
and consumer
patterns to create
lasting solutions.
12. Reporting &
implementation
(Adobe and GA)
SEO & PPC
Data Science
(modelling)
Data Visualisation
(D3, Tableau)
Growth
Audits
Optimisation
(A/B Testing, Videos)
Analytics
21. Raw Data Feed
Because of file size you’ll probably
need to get it delivered to an FTP
You can ask for the
full data feed, this file
is delivered hourly
and contains all data,
this file is Huge, you
can get this delivered
to D3 on the amazon
cloud, which is nice
22. Raw Data Feed
Because of file size you’ll probably
need to get it delivered to an FTP
You can ask for the
full data feed, this file
is delivered hourly
and contains all data,
this file is Huge, you
can get this delivered
to D3 on the amazon
cloud, which is nice
23. Process this Data File in Python (4 Steps)
(Did this whole thing in 140 lines of code)
Step 1: Clean file (remove all page views where page views equals zero), flag fist
touch point in visit, count page views in visits, create sort key.
Step 2: Group by tracking ID, and sort by time (need to sort by the sort key), flag
conversion event (Only one conversion Event per Visitor)
Step 3: Read in file backwards, create attribution window, count touch points from
conversion, write conversion time to the same row as the conversion touchpoint.
Step 4: Re-order file and step three reversed the process.
29. Traditional rules for assigning credit are arbitrary not and do not reflect the true
weighing of a touch point.
Weightings are skewed towards channels that retarget
There is a method from game theory that has been mathematically proven to allocate
credit in a fair way.
Shapley Value
35. 𝑝 𝑐𝑜𝑛𝑣𝑒𝑟𝑡 | 𝑃𝑃𝐶 𝑝 𝑐𝑜𝑛𝑣𝑒𝑟𝑡 | 𝑃𝑃𝐶
Probability they would have
converted anyway
Difference in probabilities is the
impact that channel has on
conversion
∆𝑝
Probability someone converts
given that they have seen a PPC
ad
36. Advantages
• Using the Shapley value provides a more “true” allocation
of the influence of channels.
• Bayesian model takes into account user journey that don’t
convert. Understand unconverted users that are the best
prospect of conversion.