Segmentation analysis is the process of splitting customers and users into groups based on similar or mutual characteristics.
Marketing Attribution Models
Marketing attribution models are ubiquitous in both B2B and B2C spaces, but how do they work?
Diminishing returns are near-universal in long-term marketing campaigns. This econometric term describes that an output can't continue to increase at the same rate after a certain point.
Seasonality covers everything from seasons to cultural celebrations such as Christmas. Being aware of how business and marketing data is shaped by seasonality unlocks avenues for growth.
Data visualization is fundamental in data science, engineering, analysis, and practically any other skills remit that involves some level of front-end data visibility.
Bias and variance are foundational concepts in machine learning and data science in general. Negotiating the trade-off is essential to building an accurate model.
Linear regression is a simple, dependable technique for analyzing the relationship between linearly related variables.
"Ground truth" is a term borrowed from meteorology. In marketing and data science, the ground truth encapsulates the objective reality behind models, data and predictions.
"Garbage in, gargage out" - data scientists and marketers hear that phrase all the time! Cleaning data is the best way to ensure model accuracy and quality.