From the Pen of Industry Experts


27
Jan 2018
How to do effective marketing using whatsapp business ?

Why WhatsApp Marketing WhatsApp has 1.2 billion monthly active users around the world.  It is the most popular alternative to SMS in 109 countries, or 55.6 percent of the world. It is first touch point of internet users. What is WhatsApp Business ? WhatsApp business is a separate app designed for use by small businesses to more easily connect with customers. For those who use a business number and a personal one, both the WhatsApp Business and WhatsApp Messenger apps can be used on the same device and registered with your different numbers. How to......

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01
Dec 2017

These days SQL is a must have skill for marketers and marketing analysts. Data is everywhere but access to that data is still a challenge.  Marketers and Marketing Analysts generally depend on the tools or IT department to help them pull the data for marketing purposes. IT leaves you hanging because they have other priorities as a results Marketing Analysts have to know how to write SQL on their own so that they are not dependent on IT. No SQL means no data and no data means no insights. This course is......

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13
Nov 2017

Customer behaviour and marketing data is becoming an increasingly important asset for marketers and decision makers. To understand the full consumer journey, and target the right audiences with a message that is relevant to each individual, is a challenge to many marketing teams. Joining offline and online data sources to be able to achieve omni-channel marketing, personalization and predictions often remains nothing but a dream. To help marketers solve these challenges, Outfox is proud to announce that we have teamed up with the Google Cloud team as a Google Cloud Partner. We......

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12
Nov 2017

This is a guest post from Marcel Baumgartner, Data Analytics Expert at Nestlé S.A. Introduction Large publicly listed companies not only have external auditors who check the books, but often also a large community of internal auditors. These collaborators provide the company with a sufficient level of assurance in terms of adherence to internal and external rules and guidelines. This covers financial aspects (spend, invoices, investments, …), human resources (working time, payroll, …) but also production related aspects (e.g. food safety and quality). One of the strongest trends observed in internal auditing......

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24
Oct 2017

I oktober besökte Ida och Malinda från Outfox New Orleans och konferensen &Then. Fokus på &Then i år handlade om att analytiker och marknadsförare behöver prioritera sina processer och lägga mindre fokus på datainsamling. Slutsatsen är att vi behöver anpassa oss efter övriga organisationer och arbeta mer agilt. Vad innebär det i praktiken? Jo, att vi bildar crossdiciplinära team och byter ut analysenheter för att komma djupare in i organisationer. Det betyder också att vi behöver lägga större fokus på på att ställa rätt frågor som matchar våra kundbehov och inte prioritera......

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21
Oct 2017

This is a guest post from Jacques Zuber, Data Science Teacher at HEIG-VD. The commonly called deep learning or hierarchical learning is now a popular trend in machine learning. Recently during the Swiss Analytics Meeting Prof. Dr. Sven F. Crone presented how we can use deep learning in the industry in a forecasting perspective (beer forecasting for manufacturing, lettuce forecasting in retail outlets, container forecasts). Deep learning has a variety of applications as for example image and handwritten character recognition. It analyses a picture and will be able to conclude if it......

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18
Oct 2017

Data Mining Research (DMR): Can you tell us who you are and how you came to the field of Data Science? Jerome Berthier (JB): My name is Jerome Berthier, I am an engineer in Computer Science and I have an MBA in management. After 10 years working in different roles for an IT provider (developer, sales representative, managing director), I joined ELCA in 2012 to head the BI division. At that time Big Data was starting to become a mainstream concept in IT and I had the great opportunity to be in......

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12
Oct 2017

Data Science automation is a hot topic recently, with several articles about it. Most of them discuss the so-called “automation” tools. Too often, editors claim that their tools can automate the Data Science process. This provides the feeling that combining these tools with a Big Data architecture can solve any business problems. The misconception comes from the confusion between the whole Data Science process and the sub-tasks of data preparation (feature extraction, etc.) and modeling (algorithm selection, hyper-parameters tuning, etc.) which I call Machine Learning. This issue is amplified by the recent......

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02
Oct 2017

I recently developed an online course which provides information on the Career in Digital and Web analytics. The course is a result of the emails that I get from recent graduates and people who are looking to change their career.  This course “Career in Web & Digital Analytics” is currently available on Udemy  The course covers following area: Introduction to the filed Salary Expectation – Industry surveys Various Roles Deep dive into the roles Career progression Education and Skills  Resources for Learning I will add more content based on the student feedback. ......

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14
Sep 2017

Johan, den 23:e november kommer du leda en utbildning i Google Analytics som arrangeras av Resumé. Utbildningen riktar sig till marknadsförare och kommunikatörer. Varför behöver en marknadsförare behärska Google Analytics? – För att lyckas med marknadsföring idag behöver man ha kreativitet i ena handen och data i andra. Google Analytics är en perfekt källa för den marknadsförare som vill lära sig förstå sin målgrupp och deras intentioner bättre men också visa effekten ut av den kommunikation och marknadsföring man gör. Senast Google gjorde en undersökning* visade det sig att bara 5 av 10......

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07
Sep 2017

This is my extension to the GTM Tips post by the excellent Simo Ahava (his post: Remove PII From Google Analytics Hits). Essentially, I had been looking for a way to block Personally Identifiable Information (PII) hits at the collection level i.e. using GTM, before the hit is sent to Google Analytics. Why do this? Putting the obvious requirement to not gather PII to one side, if you are adding filters to your GA Views in order to delete PII it is too late – the problem has already occurred. That is, if......

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01
Sep 2017

If you read this blog, you are very likely to be involved in any kind of data collection, manipulation or analysis. When not performed wisely, your analysis will lead you to incorrect conclusions. Alex Reinhart, in his book Statistics Done Wrong, has listed several concepts that are key when analysing data, such as statistical power, correlation/causation and publication bias. The book provides interesting advices and warnings related to research papers. Alex clearly explains how people currently use statistics with example of misuse. Statistics Done Wrong provides plenty of examples of statistical misinterpretation…even......

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02
Aug 2017

What is the difference between segmentation and personalization? This is the question that came up during one of the webinar on personalization by Optimizely. This blog post is for those who have the same question. Basic definition of Segmentation is  – division into separate parts or sections.  For the purpose of marketing, it is a processing of grouping customer and prospects into similar groups based on various criteria such as demographic, geo, behavioral and psychographics.  You can use one or more of such attributes to define your segment.  The purpose of segmentation......

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13
Jul 2017

If you haven’t gotten around to reading my latest book: Successful Analytics – or want get one for a colleague/client, here is a great opportunity… I am running a one-time sale of 50% OFF all paperback orders – for 1 month only (hard stop of 13-Aug-2017). There is limited stock, so its a first come first served basis. Just go to the Amazon store closest to you (buy 2 and Amazon shops for free!): US/Canada = $14.99 https://www.amazon.com/Successful-Analytics-Business-Insights-Managing/dp/1910591009 UK = £9.99 https://www.amazon.co.uk/Successful-Analytics-Business-Insights-Managing/dp/1910591009 Germany = €13.00 https://www.amazon.de/Successful-Analytics-Business-Insights-Managing/dp/1910591009 France = €13.00 https://www.amazon.fr/Successful-Analytics-Business-Insights-Managing/dp/1910591009 Spain = €13.00......

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