Data Scientists are from Neptune, Market Researchers from Pluto

Data scientists and market researchers often seem to come from different planets, with data science appearing to spin fast, dark and mysterious, and market researchers feeling recently demoted and a bit forgotten. They often have different skills, with data scientists focusing on quantitative analysis of unstructured big data and market researchers on crafting more deductive…

Gilette: best a purpose ad can be?

Gillette’s ‘The Best Men Can Be’ ad drew immediate comparisons with Nike’s Dream Crazy of September, and there are important similarities but also differences. Let’s start with the similarities: Societal cause: both Nike and Gillette identified an important and controversial societal cause and believed it was best for a commercial company to promote it. In…

Most viewed marketing analytics blog posts of 2018

Grateful for your continued interest in my marketing analytics blogs, I hit the stats to tell us which 5 you read most in 2018: Do perceptions drive sales or sales drive perceptions for your brand? https://analyticdashboards.wordpress.com/2018/08/15/do-perceptions-drive-sales-or-sales-drive-perceptions-for-your-brand/ Causality is a hot topic in both academia and practice these days: to grow my brand, should I focus…

Best & worst books I read in 2018

Continuing my 1-book-a-week reading catch-up since we moved back to the US, 2018 saw non-fiction books coming out on top of my list, all written by professors! 5/5 ‘Contagious: Why Things Catch On’ by Jonah Berger (2013): most insightful and easy to read, Prof. Berger’s book lays out the STEPPS of what makes things popular…

What happened to my 2018 AR & AI predictions and what will happen next?

This the season! Around this time last year, I made 3 predictions regarding the 3As: Augmented Reality, Analytics Assistants and Artificial Customers. https://analyticdashboards.wordpress.com/2017/12/22/the-future-of-market-research/ Let’s see what happened and whether you can trust my new predictions for 2019-2020. AUGMENTED REALITY: I predicted virtual reality losing out to augmented reality, as attested by many useful AR applications,…

Does the algorithm work for YOU? Different decisions for different people

  This year’s Conference on Digital Experimentation brought together analysts from academia and companies, including Uber, Facebook, Microsoft, and LinkedIn. Beyond the technical sophistication (covered in my last blog), a key theme was how to better help humans to improve decisions based on digital experimentation and machine learning. First, Stanford’s Susan Athey discussed the trade-off…

Does showing friends’ likes help or hurt your brand’s ad?

Yesterday afternoon’s session at MIT’s Conference on Digital Experimentation (CODE) got some unexpected fireworks from seemingly contradictory findings on ‘Social Media ad Digital Communities’. The first presentation showed ‘The Adverse Effect of “Likes” and Friends “Likes” on Facebook Ads[1]’, while the second showed their positive effects on Movie site Search and Purchase[2]. So does showing…