predictive analytics

The Canary in the Goal Mine: Is Deteriorating Website Conversion a Sign of a Larger Problem?

Your website or landing page conversion rate starts to deteriorate, perhaps suddenly, perhaps gradually, and you’re not tracking to meet your conversion goals. Is this a canary or a canard? It’s hard to tell because conversion is just a surface measurement of so many underlying complicated processes. To determine why your conversion is declining, you need to truly understand the root cause(s).

A Marketer’s Guide to Machine Learning: How to Craft Your Dataset for Success

A Marketer’s Guide to Machine Learning: How to Craft Your Dataset for Success

With machine learning tools becoming easier to use, more and more marketers are leveraging the technology. It’s tempting to simply dump data into an algorithm in search of patterns. However, these algorithms, no matter how powerful, still obey the rules of “garbage in, garbage out.” Therefore, it’s incumbent on the analyst to make sure the data is valid. Read on to learn how to craft your dataset so the output is valid.

How Machine Learning is Shaping the Digital Marketer's Toolkit

How Machine Learning is Shaping the Digital Marketer's Toolkit

Digital marketers have been using basic versions of machine learning for several years, although they may not have realized it. Now, machine learning has become even more sophisticated and accessible, and the industry is seeing rapid growth in ML marketing solutions. Here's how ML will impact digital marketing in the years to come.