Skip to content

Tag: analytics

Automatic Analytics: Considerations for Building User-Oriented Data Analytics Systems

This is an unpublished exploratory study we wrote with Professor Jim Jansen for Machine Learning and Data Analytics Symposium (MLDAS2018), held in Doha, Qatar. Change of landscape: For a long time, automation has been invading the field of marketing. Examples of marketing automation include the various scripts, rules, and software solutions that optimize pay-per-click spending, machine learning techniques utilized in…

Use Cases for Personas

This is a joint piece by Dr. Joni Salminen and Professor Jim Jansen. The authors are working on a system for automatic persona generation at the Qatar Computing Research Institute. The system is available online at https://persona.qcri.org. Introduction Personas are fictive characterizations of the core audience or customers of a company, introduced into software development and marketing in the 1990s (see…

Tips on Data Imputation From Machine Learning Experts

Missing values are a critical issue in statistics and machine learning (which is “advanced statistics”). Data imputation deals with ways to fill those missing values. Andriy Burkov made this statement a few days ago [1]: “The best way to fill a missing value of an attribute is to build a classifier (if the attribute is binary) or a regressor (if…

Platform metrics: Some ideas

I was chatting with Lauri [1] about platform research. I claimed that the research has not that many implications for real-world companies apart from the basic constructs of network effects, two-sidedness, tipping, marquee users, strategies such as envelopment, and of course many challenges, including chicken-and-egg problems, monetization dilemma, and remora’s curse (see my dissertation on startup dilemmas for more insights…

Argument: Personas lose to ‘audience of one’

Introduction. In this post, I’m exploring the usefulness of personas in digital analytics. At Qatar Computing Research Institute (QCRI), we have developed a system for automatic persona generation (APG) – see the demo. Under the leadership of Professor Jim Jansen, we’re constantly working to position this system toward the intersection of customer profiles, personas, and analytics. Imagine three levels of…

Agile methods for predicting contest outcomes by social media analysis

People think, or seem to assume, that there is some magical machine that spits out accurate predictions of future events from social media data. There is not, and that’s why each credible analysis takes human time and effort. But therein also lies the challenge: when fast decisions are needed, time-taking analyses reduce agility. Real-time events would require real-time analysis, whereas…

Problems of standard attribution modelling

Attribution modelling is like digital magic. Introduction Wow, so I’m reading a great piece by Funk and Nabout (2015) [1]. They outline the main problems of attribution modelling. By “standard”, I refer to the commonly used method of attribution modelling, most commonly known from Google Analytics. Previously, I’ve addressed this issue in my digital marketing class by saying that the…