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Machine Learning? I Don’t Think Those Words Mean What You Think They Mean

Performance Marketing

I find more and more people use the term “machine learning” when they really mean to say “modeling.” I guess that is like calling all types of data activities — [...]


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Why Behavioral Science Is Critical to Marketing and Research

Performance Marketing

What if we could identify consumers’ underlying emotions or motivations to improve our understanding of whether they were actually going to purchase a product? Over the past few years, marketing [...]

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Marketing Success Sans ‘Every Breath They Take, Every Move They Make’

Performance Marketing

Last month, I talked about how to measure success when there are many conflicting goals and available metrics flying around (refer to "Marketing Success Metrics: Response or Dollars?"). This time, [...]

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Big Data: What It Is and How to Analyze It

Performance Marketing

What really is big data? Big data encompasses extremely large datasets that can be analyzed to reveal more in-depth insights, patterns, trends and even help predict future outcomes. But what [...]

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4 Benefits of Applying Marketing Analytics

Performance Marketing

Marketing analytics is no small subject in today’s world of business. In fact, according to Transparency Market Research, the marketing analytics industry is set to grow by roughly 14% by [...]

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Understanding and Leveraging Big Data for Audience Insights

Performance Marketing

Big data can be defined as extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions — it [...]