Meet up with your analytics peers and chat
Details
Every second Wednesday of the month the digital analytics community gets together for one or two short talks in an informal setting. There's lots of time for open ended discussion and to socialise. Plus there's free drinks!
Open to anyone interested in digital analytics, we have people ranging from beginners through to analytics gurus and from marketing through to technical spaces, and everything in between.
Web Analytics Wednesday is a great person to learn about what's happening in the digital analytics field, meet your peers and solve problems together.
THIS MONTH: (October 2017)
Data Scientists, Luke Metcalfe, Founder, Rapid Intelligence
Data science is a very hyped field at the moment. But what really is a data scientist? How do they differ from analysts? Why does a PhD in machine learning not necessarily make you a data scientist?
More important than the definitions though is how and when you should use them. Are they the right kind of person for the job and if so, how do you attract and retain them?
Luke Metcalfe has been a data science consultant and entrepreneur for 18 years, has built data teams and sold a data startup.
---------------------------------------------------------------------------------
Attribution, Causality, and Marketing Effectiveness: IAG Attribution Case StudyFinn Lattimore, PhD Student, Ambiata / ANU & Willem Paling, Director of Media & Technology in Marketing, IAG
So it turns out that brand marketing is a thing. IAG recently ran a large attribution project that failed to achieve its goal. While the project set out to develop a hard-science approach to marketing investment across all channels, it revealed, for IAG brands at least, that the uncertainty associated with short-term sales attribution is so high that the activity is largely futile, except where intent is high, primarily in paid search.
While we can measure every ad impression, every click, and subsequent interactions with our websites and sales funnels, IAG's studies found these conversion paths tell us very little about the incremental impact of digital marketing. Similarly, while we can run econometric analysis to link broadcast spend to sales outcomes, the uncertainty is so high, and observed impact is so low, that it is not the most useful source of insight on which to base media investment decisions.
If we accept that marketing itself is not futile, this leaves us in the position of marketing for the longer term impact. Back to the future of digital marketing at IAG – building a brand. Here, measurement becomes much harder. We no longer have a clear CPA that allows us to allocate budget, we have to find alternatives.