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…
I was reading through old emails while backing up my Gmail inbox with Gmvault, an open source command-line tool. Among other interesting trips to memory lane, one message was about the first startup user study…
Today the Social Computing group at Qatar Computing Research Institute had the pleasure of listening to the presentation of Luis Fernandez Luque about social media marketing for researchers. Luis talked about how to promote your…
Introduction. Hm… I’ve figured out how to execute successful political marketing campaign on social media [1], but one link is missing still. Namely, applying affinity analysis (cf. market basket analysis). Discounting conversions. Now, you are…
Introduction The gone 2016 was the first year I thought Facebook ends up beating Google in the ad race, despite the fact Google still dominates in revenue ($67Bn vs. $17Bn in 2015). I’ll explain why.…
Introduction Too often, marketing is thought of being advertising and nothing more. However, already Levitt (1960) and Kotler (1970) established that marketing is a strategic priority. Many organizations, perhaps due to lack of marketers in…
I’d say 70% of marketing campaigns have little to no real effect. Most certainly they don’t have a positive return in hard currency. Yet, most marketers spend their time running around, planning all sorts of…
Introduction This post is based on Dr. Elina Jaakkola’s presentation “What is co-creation?” on 19th August, 2014. I will elaborate on some of the points she made in that presentation. Customer research, a sub-form of…
Technology is not a long-lasting competitive advantage in SEM or other digital marketing – creativity is. This brief post is inspired by an article I read about different bid management platforms: “We combine data science to SEM,…
Highway to ad quality. Ad quality is an issue in programmatic buying where ad exchange takes place via computer systems. In traditional ad exchange, there’s a human supervising the quality of advertising, but in a…
