Category Archives: Digital Marketing

Compliance bias in mobile experiments

From unofficial Google data science blog by DANIEL PERCIVALhttp://www.unofficialgoogledatascience.com/2018/03/quicker-decisions-in-imperfect-mobile.html Randomized experiments are invaluable in making product decisions, including on mobile apps. But what if users don’t immediately uptake the new experimental version? What if their uptake rate is not uniform? We’d like to be able to make decisions without having to wait for the long […]

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Attribution modeling

An attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, the Last Interaction model in Analytics assigns 100% credit to the final touchpoints (i.e., clicks) that immediately precede sales or conversions. In contrast, the First Interaction model assigns 100% credit to touchpoints that initiate conversion […]

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Millennials (Generation Y)

 

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Mobile Analytics

WHY ARE MOBILE ANALYTICS IMPORTANT? Mobile usage surpassed that of desktop in 2015 and is fast becoming consumers’ preferred portal to the internet. Always-on consumers spend 70 percent of their media consumption and screen time on mobile devices, and most of that time in smartphone apps. This is a tremendous opportunity for companies to reach their […]

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