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…

Do perceptions drive sales or sales drive perceptions for your brand?

Based on both our experience and marketing theory, brand perceptions can drive brand purchase behavior, and brand purchase can drive brand perceptions. From the earliest ‘purchase funnel’ to the latest ‘online decision journey’, marketers proposed that consumers form a consideration set and gave the included brands preferential attention and buying likelihood. Other factors also influence…