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Analytics Blogs

Marketing Mix, Attribution; Both, or Neither?

Francesco Sguanci
Posted 6/4/20
Often, Dunn Solutions’ clients ask me whether they should do Marketing Mix Modeling , Attribution Modeling , or both, and are often unclear about the difference between Marketing Mix Modeling and Attribution Modeling . You can find many online sources trying to define the difference between Marketing Mix Modeling and Attribution Modeling , but you will have to sift through...

The Correlation / Causation Smackdown!

Francesco Sguanci
Posted 5/21/20
Get the Truth from Your Marketing Mix Analysis If you are a teenager, and you drink soda, you are much more likely to knife someone. No kidding! It turns out that soda, which is already being blamed for obesity and tooth decay, also turns teens into killers! At least according to some reporting sources (Check out The Washington Post’s blog “Soda Boosts Violence Among Teens” - ...

A/B Testing: Common Woes of a Beloved Technique

Francesco Sguanci
Posted 5/14/20
Whe ther you are tracking the  effectiveness  of a marketing campaign, the “accuracy” of your  predictiv e model , or the time savings from  your newly re-engineered process, you should  always have clearly defined Key Performance I ndicator s  (KPI s ) and well -thought-out  process es  for measuring success.   ...

Use Machine Learning for Your B2B Pricing Strategy!

Francesco Sguanci
Posted 2/13/20
Despite playing a major role in the economy, the business to business (B2B) sector largely lags behind the business-to-consumer (B2C) market in adopting predictive analytics for business decisions, and looking at Dunn Solutions’ clients I can confirm that this is the case.  One area of particular interest is pricing; unfortunately, many companies still see pricing in B2B as a domain where...

The Data Warehouse and Data Lake, a Match Made in Heaven (I mean cloud)…

Jose Hernandez
Posted 2/6/20
I often hear (and read about) discussions around the implementation of a data lake to replace a data warehouse , or deciding on a data lake or a data warehouse?  It’s not an either-or question.  Data lakes and data warehouses serve similar purposes but for different situations and must also work together to support modern BI and analytics needs.  Before I tackle “how data...