How To Use Machine Learning In Your Company Without Hiring a Full-Time Data Scientist

The days when you needed to hire a full-time data scientist to use machine learning to solve a business problem in your company are long gone. Now, machine learning is more accessible than ever and there are several ways you can start using it in your business without breaking the bank. Here are a few steps you should take to build your first ML-powered solution. Identify A Measurable Business Problem Start by identifying a business problem that machine learning could help solve....

May 17, 2022 · 7 min

How Reliable Are Facebook Ads Video View Metrics? I Ran An Experiment To Find Out

I once heard a marketer teach the following strategy: Create a Video Views campaign and have people watch 95% of a long video for pennies on the dollar. Retarget this audience with conversion ads selling a product. Collect the 💰💰💰 I tried it and it looks like magic! Thousands of people “watch” a long video about your product or niche. But even though I am a big fan of Meta Ads, it sounded too good to be true…...

May 2, 2022 · 9 min

How I Built A Daily Marketing Mix Model For A Product That Doesn’t Sell Every Day

Last time, I learned it’s very important to have the most granular data possible to build a modern marketing mix model. Usually, this means having daily impressions and conversions (e.g. sales) data. I wanted to find a way to use the power of daily models even with products that don’t sell every day. My course sales data have more days without sales than days with sales, which makes it into a zero vs something prediction instead of a regular regression....

April 27, 2022 · 8 min

What I Learned Watching 7 Hours of Meta's Marketing Mix Modeling Summits

I found about 7 hours of videos of 3 Meta Summits on Marketing Mix Modeling recorded in 2021. They invited experts and companies that used marketing mix models to improve their ROI on the platform. I watched all of it, and here are my learnings. Granularity Is King We need to divide and conquer our datasets. Most of the presentations shared the importance of looking at the data deeper than only at the channel level....

April 19, 2022 · 7 min

Are Marketing Mix Models Useful? I Spent My Own Money To Find Out

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838 - 1922) Knowing where to spend an advertising budget has always been a big problem for advertisers. The gold standard is testing, which every respectable advertiser does often. It goes back to the 1920s when Claude Hopkins published the still relevant “Scientific Advertising” talking about “measuring keyed returns”....

April 13, 2022 · 8 min