Why Data Sampling Leads to Bad Decisions

March 12, 2009
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New technologies enabling terabyte-scale data analysis are causing a shift in the market away from sampling techniques.  This is good because reducing sampling results in more accurate predictive analysis, which leads to better decisions and ultimately produces good things like:

Increased campaign response rates
Increased website conversion rates
Increased audience engagement
Increased customer loyalty

Chris Anderson’s article, “The Petabyte Age”, [...]

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How To Increase Response Rates by Making RFM Better

March 12, 2009
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Here’s another argument for why performance matters – this time a simple one based on a simple concept:  RFM.  RFM is the foundation of database marketing (Direct magazine’s 2000 subscriber survey reported that at least 75% of consumer and 52% of b-to-b direct marketers maintain standard RFM indicators).  RFM is a simple linear modeling technique [...]

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Two Ways Performance Increases Targeting Precision and Response Rates

March 12, 2009
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Performance (specifically, query performance and data load performance in the context of a terabyte-scale data warehouse) increases targeting precision. Better targeting precision increases the relevance of content (or advertising) delivered to an audience through digital media. Increasing relevance leads to all sorts of good things, including:

Increased campaign response rates for advertisers
Increased user engagement [...]

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Hammer on Analytics

March 12, 2009
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“Analytics, at the end of the day, is going to be the endgame.” – Hammer
Hammer’s take on the value of analytics is 2 Legit 2 Quit.  And he smells good.  :-)  If Hammer is taking analytics this seriously, you’d better be, too.

Click here to view on YouTube. Thanks to Juice Analytics for creating this [...]

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Hello world!

March 8, 2009
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Welcome to my first blog post!  Hopefully the first of many…  :-)
Photo credit:  Rach ♥

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