There are vast amounts of data available right now, and if you have any tracking on your website or app of clickstream data, chances are you are using analysis, data science, or machine learning to try making sense of it all. This is great! Whatever level of analysis you are using, moving to a data-informed […]
Category Archives: Uncategorized
Good Data Communication and Tom Clancy’s Jack Ryan
[Note: This post contains spoilers for the first episode of Tom Clancy’s Jack Ryan] A TV show where the lead character is a SQL-using analyst and economist? Count me in! But, it looks like it will mostly be a wartime heavy action political thriller so I probably won’t be as into it as Moneyball. I […]
Goodhart’s Law: Additional Taxonomy, Applied to Digital Marketing
One of my favourite concepts is Goodhart’s Law: “When a measure becomes a target, it ceases to be a good measure.” Scott Garrabrant on LessWrong came up with a framework for four different ways proxy measures can fail when you are optimizing for them. To reinforce my learning I wanted to try finding examples in digital […]
Women’s Day Special – Remembering Last Year
This women’s day, I was reminded of a blog post I was a part of highlighting some of the great stuff we all do. Read it here on Cardinal Path’s blog. Danika Law, Staff Consultant, Data Science What Women’s Day means to Danika: I work with and am friends with so many women who work […]
Webinars – Data Science and Content Attribution
I have been on two webinars during my time at Cardinal Path. Content Attribution One of the projects I’m super proud of that I’ve worked on at Cardinal Path is Content Attribution. This is a code base I developed and then helped to deploy to help measure content performance. Do you want to learn what […]
What Attribution Doesn’t Measure
Attribution isn’t the only way to analyze media, and in some cases, it isn’t the most appropriate tool. Consider media mix modeling when you want to measure offline and branding initiatives more than the direct response to media: Attribution, whether rules based or data-driven, captures credit towards a conversion or purchase. So what doesn’t get credit? Attribution […]
Adding Context to Attribution Data
As with all things, without context, attribution data is hard to interpret. I discuss on Cardinal Path’s blog why it’s so important to make sure your attribution analysis includes controlling for the cost of the media spent. As marketers continue to grapple with assessing every channel and marketing touchpoint, it’s important to note — attribution […]
Getting as Complex as Necessary: Attribution Modelling
Attribution is a hot topic, but it can be daunting to know where to begin. Read my post on Cardinal Path’s blog to find out where you should begin. What does getting as complicated as necessary look like for you? That depends on where you are on the path to attribution. For example, for a […]
Is your website helping drive conversions? Use Content Attribution to find out!
Read my post on Cardinal Path’s blog to learn more about content attribution. Attribution is used to determine which marketing events contribute the most (and most often) to sales conversions. But in almost all cases, customers will see more than just advertising before they convert. Oftentimes, they will be fed content across your website which […]
Uplift Modeling: measuring true campaign impact
How can you tell if your campaign truly worked? Read this post on Cardinal Path’s blog that I wrote to learn about how Uplift Modeling can help you. You’ve just finished running a new advertising campaign. Now you want to know the answer to your obvious and most pressing question: did it work? That is, […]