Adman Analytics
Thoughts on marketing analytics
recent posts
- A Structured SQL Framework for Marketing Analytics: Building Scalable Query Architecture
- Did Google Just Take the Lead in AI? Yup.
- Practical Data Visualization with Seaborn: Analyzing Superstore Sales Data
- Introduction to Seaborn: Beautiful Statistical Visualizations in Python
- Google Search “Preferred Sources”
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Category: Marketing
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The cloud data warehouse becomes the brain, and marketing tools become interchangeable hands.
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If you’re reporting on a SaaS business, you’ve probably dealt with discounts at some point. Maybe they offered them to close a deal faster, win back a churned customer, or compete with a rival. According to industry data, over three-quarters of SaaS companies use discounting as part of their go-to-market strategy. But here’s the problem:…
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Structural Equation Models offer several advantages over basic regression: Latent Variables – SEM can model unobservable constructs like “brand awareness” or “purchase intent” that mediate between impressions and conversions Multiple Dependent Variables – Instead of just modeling conversions, you can model the entire funnel (impressions → clicks → conversions) simultaneously Measurement Error – SEM accounts…
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Building a Marketing Mix Model: A Data-Driven Approach to Attribution
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For businesses focused on measuring paid advertising effectiveness, the last paid click attribution model is an essential tool.
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Datorama can be a good place to get started with building a database that works for marketing as well as for BI.