is about web analytics, data science and marketing strategy

impulse response function

Modelling responses to market shocks

One of the frequently asked questions by marketers is what shall we expect from any market turbulences. This can be an increase in competitors’ spend on advertising, beginning of pricing war or any outlier of current market conditions. Let us address this issue on an example of a competitors high discount price using impulse response […]

Sample customer path

Marketing channel attribution on big data – on the fly calculation with AWK

For the marketing budget owners, the key for decision making about spend is the understanding of the consequences and results driven by the investement. As it was outlined in the previous article by Pascal Moyon, there is no single solution to this puzzle. What it means in practice, a great value brings ability to quickly […]


How to successfully recruit a data scientist?

As sometimes pointed, “big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it”. If you feel like your company needs to get among the biggest and hire data scientists, make sure you, your company […]

Cut through the customer base: a simple example on who to target

Cut through the customer base: a simple example on who to target

While positioning the brand in the market, the most important question to ask is who we want to communicate with. With a poor understanding of the customer base this might result in gently saying ‘not so outstanding’ results. If your customers are posh yuppies and you start going for a TV ad with how pricy […]