Effectiveness

6 Step Process | Step 1 — Build Data FoundationPhoto by Nathalia Rosa on UnsplashWelcome back to a series of articles on promotion effectiveness measurement and promotion planning! In my last post, I talked about business problems, key concepts, and the importance of this use case. Today, I will describe (1) a 6-step process to build a promotion effectiveness measurement and planning solution and (2) the Step 1 of the overall process: Building data foundation.Figure 1: Image by Minha HwangThe 6 steps of promotion planning…

Credit: Pixabay/CC0 Public Domain About 70% of people between the ages of 18 and 29 use Instagram, and it's hard to spend much time scrolling without encountering a sponsored post from an influencer. The same holds true for just about any other social media platform. …

Utilizing categorical and numerical features with BERT to improve modelPhoto by Florian Klauer on UnsplashWriting effectively has always been key in ensuring effective communication of ideas, critical thinking and persuasion. Writing as a skill is necessary for success in the modern world. However, while global literacy levels are slowly increasing, the growth is not equal amongst countries and social demographical group. For example, multiple studies have shown that there are existing examples of education inequality in…

In 4 smarter ways to measure SEO effectiveness, I analyzed four fairly boilerplate SEO metrics (traffic, rankings, conversions, links) and detailed ways to apply an additional layer of rigor to each to improve your analytical insights. In this article, I’m going to take it up a notch to introduce four new methods of gauging the value of your SEO campaigns. They are: Brand vs. non-brand clicks.SEO’s impact on other channels.SEO CAC (customer acquisition cost).SEO keyword…

6-step end-to-end process to build promotion effectiveness measurement and planning solutionBusiness Problem | Key Concepts | Why should we care?Photo by Lukas Blazek on UnsplashFor machine learning applications, it is not easy to find real-world use cases with end-to-end holistic views. Many academic programs offer great training in machine learning algorithms and modeling techniques. However, practical aspects beyond predictive modeling such as what raw data are required for a certain ML use case, what feature…

I find myself answering a lot of the same questions from new clients about ways to measure SEO. My answers generally fall into one of two categories: Why basic/boilerplate SEO metrics aren’t good KPIs and how to make them better.Which (more advanced) metrics we should establish to determine actual business impact. This article will tackle the first category and show how to apply an advanced approach to make basic SEO KPIs far more effective indicators of success. The KPIs I’ll…

Satellite image of Borneo in 2006 covered by smoke from fires (marked by red dots). Credit: Jeff Schmaltz, MODIS Rapid Response Team / NASA Wildfires are a growing threat in a world shaped by climate change. Now, researchers at Aalto University have developed a neural network model that can accurately predict the occurrence of fires in peatlands. They used the new model to assess the effect of different strategies for…

The U.S. authorized the first major makeover of the Covid-19 vaccines this week in an effort to stem an expected tide of infections and hospitalizations this fall.But it's unclear how much protection the new booster shots will provide. The Food and Drug Administration and the Centers for Disease Control and Prevention cleared the shots without any data from clinical trials that are testing the reformulated doses in humans.The new boosters, authorized for people ages 12 and older, target the highly contagious and…

About 40% of the world’s civilian-owned firearms are in the United States, a country that has had some 1.4 million gun deaths in the past four decades. And yet, until recently, there has been almost no federal funding for research that could inform gun policy. US gun violence is back in the spotlight after mass shootings this May in Buffalo, New York, and Uvalde, Texas. And after a decades-long stalemate on gun controls in the US Congress, lawmakers passed a bipartisan bill that places some restrictions on guns.…

A Data Analysis of the Public’s Adherence to Travel Restrictions During the First Year of the SARS-COV2 Pandemic.Photo by null xtract: https://www.pexels.com/photo/person-looking-out-the-window-3047470/The first year of the SARS-COV2 pandemic, from March 2020 to the end of February 2021, was characterised by on-again/off-again periods of lockdowns and travel restrictions across most of the world, as countries tried to curb the transmission of SARS-COV2 and to manage the disease burden on their overloaded healthcare…