attribution, strategy
2024-03-21
Attribution has always been a hot topic in marketing and is a cornerstone of efficient media spending. Lately, privacy measures have made attributing customers even more challenging and have kept digital marketers on their toes. However, even though the latest changes in privacy regulations mean attribution is not as straightforward as it used to be, there is still immense value in having your own attribution model.
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2024-03-19
Activity scoring is a segmentation technique that aims at assigning users with an activity (i.e. engagement) score over a specific timeframe. It is an extremely useful segmentation approach as it provides a rather intuitive way of segmenting your user base to create segments that will correlate with the key outcomes you want to predict such as future revenue, retention or subscription uptake and renewal.
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2024-03-12
Active users is undoubtedly one of the cornerstone metrics of analytics. Not only is this metric very often used in marketing analytics, it serves as the north star for countless companies and provides investors with insights into a company's growth trajectory. However, the metric of active users can easily be distorted if not defined and implemented properly. Let's delve into the nuances of this crucial metric and why defining meaningful activities is key to avoiding its distortion.
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2024-03-07
If you look around for analytics related job adverts today, you will most likely notice a significant amount of roles being advertised to recruit “Analytics Engineers”. Analytics Engineering is a relatively recent field in analytics and was first coined by dbtLabs, the company behind dbt, the leading open source analytics engineering framework. But what exactly is dbt and why should you care if you work in marketing analytics?
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2024-03-05
In the past ten years, many technologies have significantly simplified the analytics workflows and decreased the overall need for the technical input that is required in order to build best-in-class analytics infrastructures and processes. This shift obviously did not only impact the data processes, it also impacted the structure of the data teams and roles.
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