Will Scully-Power: Managing Director, Datarati

Marketing Optimisation In The Presidential Campaign
November 23, 2010, 9:38 am
Filed under: #mktgcloud, Datarati, Optimisation, Video | Tags: ,

In this presentation delivered at Stanford, Dan Siroker, responsible for Analytics & Testing at the Obama Campaign, describes how they used data to win the presidential election.

He shares numbers from the online campaign and insights into how to apply Analytics to drive decision making on developing, designing, and marketing a website.

Watch Now: http://online-behavior.com/analytics/marketing-optimization-presidential-campaign-1136

Data Discovery: Tell Me Something I Don’t Know by Neil Mason – Part I
November 23, 2010, 9:32 am
Filed under: #mktgcloud, Algorithms, Datarati, Predicitive Modelling | Tags: , ,

In this session Neil explores the approach to insight generation through data mining and predictive analytical technologies.

Using real world case studies he covers the ins and outs of data mining analytics on digital data, which types of techniques can be used to solve which kinds of problems and some of the challenges that you will inevitable face along the way. Discover what your data can tell you if you ask it the right questions.

Data Mining Process and Predictive Analytics

In Part I (out of three), Neil discusses the difficulty of extracting signals from all the noise present in the overwhelming quantity of data we deal with nowadays. While we now have tools for free and the cost of collecting data is diminishing, Neil questions: “what do we do with all this data?”

He introduces other tools that can help us to address some of these challenges:

  • Data Mining is about discovering things we don’t already know. It is about uncovering patterns and relationships in data that we may not have already thought about.
  • Predictive Analytics is using that understanding to think about what might happen in the future; it is about applying those historical patterns to predict those future outcomes.

Neil goes over the Data Mining Process and the steps needed in order to implement it and, more importantly, to get insights out of it:

  1. Business Understanding: what problem are we trying to solve? What is the business trying to achieve?
  2. Data Understanding: do we have the data to be able to answer this questions? If not, what is the cost of acquiring that additional information?
  3. Data Preparation: all data is dirty and needs to be cleaned and transformed. This is the heavy lifting stage.
  4. Analysis & Modeling: the tools must be chosen based on what the business is trying to understand and the data available.
  5. Evaluate Outcomes: how well does the model actually works from a statistical point of view (significance) and from a business point of view (actionability)?
  6. Deployment: driving the insight into the business.

Watch Data Discovery: Tell Me Something I Don’t Know by Neil Mason – Part II

Watch Data Discovery: Tell Me Something I Don’t Know by Neil Mason – Part III

Neil Mason

Neil Mason joined Foviance as part of an acquisition of Applied Insights whom he was director and co-founder. With 25 years of in-depth industry experience in marketing analytics and strategy, Neil leads Foviance’s analytical consulting practice.This delivers an enhanced digital marketing analytics capability to both Foviance’s and Applied Insights existing and future clients.

Neil is one of the world’s leading analytics guru’s and he has a big reputation. He holds an MBA from Kingston Business School, a Diploma in Business and Economic Forecasting and currently serves on the Board of Directors of the Web Analytics Association, the global industry body for digital analytics professionals.


Five Predictions For Web Analytics in 2011
November 23, 2010, 9:27 am
Filed under: #mktgcloud, Datarati, Web Analytics | Tags:

Brian Clifton (PhD), is an independent author, consultant and trainer who specialises in performance optimisation using Google Analytics.

He is former Head of Web Analytics for Google EMEA, the author of  the Amazon best seller Advanced Web Metrics with Google Analytics, and a blogger atMeasuring Success.

Top 5 Predictions for Web Analytics in 2011.

1.) Privacy

2.) Optimisation rather than reporting

3.) Predictive Analytics

4.) Accessing the web will be different, so will measurement

5.) Webtrends will no longer exist

Read full story: http://online-behavior.com/analytics/web-analytics-predictions-2011-1145

Data in the Dirt
November 23, 2010, 7:19 am
Filed under: Data, Datarati, Video | Tags: ,

Do Australian advertisers really know where their display ads appear?
November 23, 2010, 7:02 am
Filed under: #mktgcloud, Ad Exchange, Ad Network, Behavioural Targeting, Datarati | Tags: ,

I am convinced the answer here is No.

The advertising industry needs to step up and create more transparency around where ads will be placed on Web sites by providing exact URLs and other identifying data. That’s according to Xuhui Shao, CTO at Turn, who estimates up to 40% of publisher Web sites do not reveal the exact URL to brands.

Evidently, some publishers selling low-quality spaces choose to bundle in ads with other sites, so advertisers can’t distinguish the difference.

Full Story: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139870

The data algorithm of love
November 23, 2010, 6:50 am
Filed under: #mktgcloud, Algorithms, Datarati | Tags: ,

For years the “E” in eHarmony was a bit of a misnomer. Despite the company’s success online — the matchmaker says it is responsible for an average of 271 marriages a day — it only recently started to seriously embrace the Internet.

For much of eHarmony’s 10-year history, the web was merely a platform for distributing its compatibility survey and for letting customers scan matches.

Then it decided to hitch its business to predictive software, the technology used by sophisticated Internet companies such as Netflix (NFLX) and Google (GOOG).

Under technology chief Joseph Essas, a former Yahoo (YHOO) search engineer, eHarmony has developed its own computer algorithms to optimize love connections. But there’s an added layer of complexity in applying the technology to dating.

“It’s not just that you have to like the movie,” explains Essas, comparing his efforts to Netflix’s. “The movie has to like you back.”

Full Story: http://www.analyticbridge.com/profiles/blogs/eharmonys-algorithm-of-love

The state of cloud computing
November 19, 2010, 3:01 am
Filed under: #mktgcloud, Datarati, Marketing Automation | Tags:

Twitter Analytics has arrived
November 18, 2010, 2:53 am
Filed under: #mktgcloud, Social Media

Twitter has started inviting a select group of users to test a new analytics product, Mashable has learned. Such a product has been rumored for some time, and a Twitter executive said earlier this year that Analytics would debut by the end of 2010.

With Twitter Analytics, users will be able to see a plethora of data about their account; for example, information about which tweets are most successful, which tweets caused people to unfollow, and who the most influential users are that reply and retweet their messages.

In the images below, you can see how some of this data is charted. A bar graph over 6-hour increments shows you mentions, follows and unfollows, for example, and you can filter tweets by categories that are defined as “best,” “good,” and “all.”

More: http://mashable.com/2010/11/17/twitter-analytics/


Marketo raises another $25 million
November 17, 2010, 11:35 pm
Filed under: #mktgcloud, Datarati, Marketing Automation, Marketing Cloud | Tags:

Marketo, the global leader in Revenue Performance Management solutions that significantly increase customers’ marketing and sales success, today announced that it has secured additional funding to fuel its growth and leadership. Institutional Venture Partners (IVP) — which has also funded many of the best known digital brands such as Netflix, Twitter and Zynga — led the $25 million investment with participation from previous investors InterWest Partners, Storm Ventures, and Mayfield Fund.

The new funding will be used to further accelerate Marketo’s aggressive product, technology, and market development initiatives and continue to build upon its position as a leading provider of provenmarketing automationand sales effectiveness solutions. With more than 750 customers and the most complete product set in the industry, Marketo is already one of the fastest growing SaaS-based solution companies ever.

“We are thrilled to be partnering with a top-tier venture firm like IVP,” said Phil Fernandez, president and CEO, Marketo. “We have more customers, more and better products, and faster growth than anyone else in our category. Now, with this major investment from IVP – the venture firm known for picking the winners in their category – we also have the most resources at our disposal to invest in our growth and our customers’ success.”

In conjunction with the financing, IVP general partner Norm Fogelsong has joined the Marketo board of directors. “We are very pleased to welcome Marketo to IVP’s portfolio of exceptional technology and media companies,” said Fogelsong. “In just a few short years, Marketo has vaulted to its market-leading position by literally revolutionizing how companies manage their most important function: driving and optimizing revenues. With this investment, along with the insights and contacts that we can provide, IVP looks forward to helping Marketo accelerate its growth and industry leadership.”

More: http://blog.marketo.com/blog/2010/11/growing-a-great-saas-business.html

Facebook Messages – The DATA flood gate has just opened!
November 17, 2010, 2:34 am
Filed under: Datarati, Datarati.TV, Social Media


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