Follow @trevorwithdata Experimentation and testing (also known as A/B testing or split testing) is an essential tool in the digital information age. If you’re not sure what A/B testing is, it’s the process of comparing two versions of a web page or app screen to see which performs better. A/B testing tools such as Adobe Target, Optimizely, […]
Category: Statistics
Attribution Theory: The Two Best Models for Algorithmic Marketing Attribution – Implemented in Apache Spark and R
Follow @trevorwithdata In my last post, I illustrated methods for implementing rules-based multi-touch attribution models (such as first touch, last touch, linear, half-life time decay, and U-shaped) using Adobe Analytics Data Feeds, Apache Spark, and R. These models are indeed useful and appealing for analyzing the contribution any marketing channel has to overall conversions. However, they […]
Marketing Mix Model for All: Using R for MMM
Understanding the ROI across all of your paid marketing channels is a top priority for senior-level executives across every industry and every geographical market. Getting a clear sense of the ROI on each channel allows companies to answer really important questions. For example: What will happen if I increase my Email spend by 20%? What […]
Propensity Scoring in Adobe Analytics Using Data Feeds and R
Follow @trevorwithdata When I was a kid, my favorite TV gameshow was “The Price Is Right” – it’s flashy, fun, and to this day I still love watching it – that is except for one thing: the ads. I still find it obnoxious to be bombarded by annoying (and sometimes gross) TV ads about hemorrhoid […]
Importing Statistical Models from R into Adobe Analytics Using Customer Attributes
Follow @trevorwithdata One of the most common problems I hear from data scientists is that it’s incredibly difficult to make a statistical model useful to an entire organization. Oftentimes, a skilled data scientist will build an awesome model and do some amazing analysis, only to have it wind up in some Power Point presentation that […]
Use R to Statistically Pick Your March Madness Bracket!
Follow @trevorwithdata March Madness is upon us! I’ve been using statistical models to predict my March Madness bracket for about 6 years (sometimes fairly successfully), and this year I’ve decided to post the statistical tool online for anyone to use for any last minute bracket adjustments. Click here for the full screen version. Here’s how […]