Jul 202013
What is bigger - Digital Data or Big Data?

Have you ever wondered which data, Digital or Big data is bigger? You might have guessed it right! As the name suggests, Big data is bigger than Digital data. Let us see how? What are some of Big Data Types? Big data includes structured, semi-structured, unstructured and multi structured data from various sources/channels. Structured data [...]

Sep 022011
Digital Advertising Data Integration

With multitude of digital data available for analysis on Internet, it is imperative to aggregate/ merge data to produce actionable insights. Let us understand digital data integration by two examples below. Display Advertising The difference between frontend and backend data for Display is explained in Table below. Why data aggregation is required? Several times impressions [...]

Aug 062011
Optimal Ad Frequency

Have you ever calculated the right or Optimal Frequency for your marketing campaign? You can save some marketing dollars by using Optimal Frequency (number of times customer see an ad before making a purchase). Methodology of Digital Campaign using user level data Before we delve into detail, let me mention that outcome can be a Click/Visit/Purchase. [...]

Jul 082011
Cross Channel Correlation Analysis

1. Refresher We learnt Correlation in Statistics 101. A quick refresher on Correlation is below: What does Correlation mean? Positive correlation means that there is a strong linear relationship between two variables indicating they move in the same direction. Negative correlation means that there is a strong linear relationship between two variables, but they move [...]