June 23-26, 2013
INFORMS Healthcare 2013
October 6–9, 2013
2013 INFORMS Annual Meeting
June 5-6, 2013
Customer Analytics Summit 2013
June 10-14, 2013
Predictive Analytics World
September 8-14, 2013
2013 ASE/IEEE International Conference on Big Data
“Data science begins with data. Nothing gets built without data. Data science continues with science. Accurate, persuasive and effective prediction requires patterns. The process of discovering that pattern is science. Any product worth building requires a reliable pattern to exist in the data.”
– Christopher Berry, co-founder and chief science officer of Authintic, in his article on recommendation engines in the current issue of Analytics.
Special ArticlesBig Data helps city of Dublin improve public bus transportation and reduce congestion
IBM has announced it is helping the city of Dublin use Big Data to identify and solve the root causes of traffic congestion in its public transport network throughout the city, which means improved traffic flow and better mobility for commuters. Integrating data from a citywide network of sensors with geospatial data means that city officials are able to better monitor and manage traffic in real time.Read More
Special ArticlesTexas.gov site upgrades with help of analytics
According to govtech.com, the state of Texas has announced an enhanced Texas.gov. “The website,” writes Colin Wood, “which receives more than 20,000 daily users and fields more than 72,000 daily searches, will continue its focus of being search-centric, while adapting to the needs of its users. Because the user is so important, said Erin Hutchins, director of portal operations, their team began by looking at analytics to see what they were doing right, what they were doing wrong, and how their website could better serve their constituents and internal users.”Read More
Industry NewsAnalytics adds depth to NFL scouting reports
Chris Wesseling, the NFL’s “Around the League” writer, recently wrote about how the Jacksonville Jaguars used prospect analytics to pick potential star Luke Joeckel.Read More
Blog: The Analytics Fix
Introduction to Digital Marketing for Analytics Professionals
By Kevin Geraghty
Every day I come to work in digital marketing I find everything has been overturned and needs to be radically rethought. It’s a blast. I made the jump from offline in 2000. I already had a 15-year analytics career behind me but there was very little tolerance for my ignorance. Eventually I realized that nobody really knew what they were doing and that their arrogance was merely a defense mechanism. In digital I have found an opportunity to apply, with just a few tweaks, analytic models that have been proven offline, and get extraordinary results.
This is the first in a planned series of posts targeted at analytic professionals who would like to get a piece of the digital action. I will focus on digital marketing because that’s where I work now, but hopefully broader insights will pop out of the discussion.
Digital marketing is applied to a number of non-traditional marketing channels including paid search, display, natural search, affiliate, email, social and mobile.
- To understand Paid Search, go to Google or other search engine and search for “socks.” You will be presented with a SERP (Search Engine Results Page). Down and to the left are the natural results. On the right and sometimes across the top are the sponsored ads. Advertisers pay on a per click basis for their ads to show in response to a search. They compete in an auction for the highest rankings on the page. In theory, whoever can make the most money out of a click can afford to bid the most for the traffic.
- Display ads are presented on websites around the World Wide Web in much the same way as display ads are presented on billboards, magazines or TV. However the magic of cookies allows display ads to be targeted in a way offline could never hope to achieve.
- Showing up in Natural Search depends on your ability to establish relevance with the search engines. This starts with making sure the engines can easily read your site and understand what it is about. Natural search is regarded as earned media, as opposed to display and paid search that is paid media, because the audience is not achieved by paying someone for it. It is earned by delivering relevant content.
- Email marketing is a similar analytic challenge to direct mail with more detailed data and a few more moving parts. Affiliate marketing is based on marketing partners who bring you customers you could not otherwise reach. Affiliates get paid on a per-lead or per-action basis.
- Online Social environments offer marketers and unique opportunity to listen to conversations that were once hidden. It also offers influencers an opportunity to amplify their message for good or ill. Much is made of the epidemiology model of Social marketing and “going viral.”
- Mobile is a technology rather than a channel but display ads in mobile need to be very different in appearance and in management to display ads on a computer screen. Because mobile devices move around in the real world they provide a great platform for location specific advertising such as “where’s the nearest coffee shop?”
So that’s the syllabus: a walkthrough of the key characteristics of digital marketing channels from an analytics perspective. And here is your homework assignment. If you have a Facebook account open your browser to the following URL:
where you replace <ID> with your Facebook ID. If you don’t have a Facebook ID you can use mine, which is Kquant.
You should see something like the following:
"name": "Kevin Geraghty",
"link": " HYPERLINK "http://www.facebook.com/kquant" http://www.facebook.com/kquant",
It’s just one slice of the massive amounts of machine accessible data moving online for you to analyze. Let me know if there are particular aspects you would like me to focus on. Hope you enjoy.
As vice president of Reporting and Analytics for 360i, Kevin Geraghty (
) is responsible for delivering data-driven insights that enhance marketers' business results. He has received honors from the Institute for Operations Research and the Management Sciences (INFORMS) for outstanding Operations Research practice and serves as editor-in-chief for INFORMS Online.