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May 2018 Recap – The Future of Analytics

It’s undeniable that the world of analytics is rapidly evolving, so our May event dove into what that really means. Third time #cbuswaw speaker Mike Amer gazed into his crystal ball and shared his thoughts on the subject:

The topic was actually prompted by a discussion he had with Dave Culbertson at a WAW earlier this year, when Dave asked, “Should I be worried that AI is going to take my job?” Mike’s conclusion, “Dave, you’re probably old enough that you’re okay, but there are plenty of younger folk who need to assess what their job is, because AI will be eliminating a lot of tasks (the drudgery ones, mostly) that we do today.”

Ultimately, we need to be very cognizant that any analytics-related technology or capability can be plotted somewhere on the Gartner Hype Cycle:

It can be tricky, in the moment, to figure out exactly where a particular technology falls. But, they all follow this pattern — ramping up to grossly inflated expectations before cratering into the trough of disillusionment.

What’s not really new is “the math.” Humankind figured out calculus 300 years ago (although whether Gottfried Liebniz or Sir Isaac Newton should get credit for that can be debated):

In short:

  • The volume of data being generated doubles every year
  • The tools are getting better and better at managing that data
  • Natural language processing is coming on strong, BUT
  • We’re a lonnnng way from Skynet, and we’re a lonnnng way from AI being effective at storytelling
  • While AI will be taking on drudgery/tedious tasks sooner rather than later, there is still plenty of work to be done in analytics that requires human thought

As always, it was an engaged crowd, including an unintentional display of rabbit ears:

And, as always, there was good food and drink:

November 2017 Recap – Attribution 101 with Jason Packer

Our November event was part 1 of a loose 2-part series (with part 2 coming in January, because not even attribution will get in the way of our annual holiday event in December!). For our November event, Jason Packer of Quantable walked through the basics of marketing channel attribution.

“Basics” undersells the content a bit. Among other aspects of the subject that Jason covered:

  • How “attribution” questions often really turn out to be (cross-device / cross-session) user identification questions
  • How even imperfect efforts at attribution (which all attribution will be) is still better than no attribution
  • That “last click” is attribution… but it’s the form of attribution that is perhaps the closest to no attribution and the farthest from perfect attribution
  • The two fundamental approaches to attribution: heuristic (the “pick your weighting” approach offered in the free version of Google Analytics) and data-driven, or algorithmic (if you’re working with Shapley values or Markov chains, then you’re in the data-drive world of attribution)
  • That not all heuristic approaches are created equally, including an explanation as to why some make more intuitive sense than others

 

See the full slide deck below:


 

Or, check out a video of Jason’s presentation courtesy of Mixt Media:

Attribution 101

Attribution 101Attribution. It’s been a hot topic for couple years now, and we all have heard that we should be doing it… but what exactly is it? And if last-click is so terrible, then why are so many of us are still using it? Before making any decisions about how to implement attribution analysis we need to understand what the basics are and what our options are.Join Jason Packer of Quantable Analytics (and 3rd place in the semi-annual cbuswaw organizer Connect Four tournament) as he takes us through topics like:– When do I need multi-touch attribution?– How do I get at the data in Google Analytics?– What’s the difference between data-driven and rules-based models?All of our Columbus WAWs are free of charge thanks to the generosity of our sponsors:TeamBuilder SearchAdeptClarivoyA/V support, including a Facebook livestream of the event, provided by Mixt Media.

Posted by Columbus Web Analytics Wednesdays on Wednesday, November 15, 2017

 

Some links for further reading:

September 2017 – Creative that Counts with Beth Sibbring

For our September event, Beth Sibbring from Tangible Impact walked us through the concept of a “creative intervention” when it comes to digital creative. But, before she could get to that, emcee Dave Culbertson closed his eyes and took us all the way back to 1979 — the year that Compuserve was founded:

He assured this was a number of years before he worked for Beth there!

Beth then walked us through common pitfalls she sees companies fall into when it comes to developing, testing, and optimizing the creative for their digital campaigns. She opened with this statement from comScore ARS Executive Vice President Jeff Cox:

“Based on our years of research…we’ve determined that the quality of the creative is four times more important than other characteristics of the media plan in generating sales.”

Yet, as Beth noted, a slew of other factors often drive the actual creative that hits the internet:

  • Adherence to production specs and brand standards…without the creatives being accountable for campaign results
  • Existing creative that already exists…even if it’s not the most appropriate for the campaign or tactic
  • Deadlines that slip in the planning and buying phases of the effort such that the creative becomes a “just get us something as fast as you can” exercise
  • The design opinions of one or more members of the brand team…who do not have training or knowledge about best practices for the medium

And, of course, Beth used several examples to illustrate the importance of testing multiple creative approaches and planning for and committing to mid-campaign optimization!

Beth’s complete slide deck is below:


As an added bonus for the (WAW) old-timers at the event, the third original co-founder of Columbus WAWs wayyyy back in 2008, Scott Zakrajsek, made his triumphant return to central Ohio after an 8-year hiatus in Boston. Three weeks after his return to Columbus, he returned to WAW!

(Is it, then, only a matter of time before Monish Datta, too, returns?)

July 2017 – Sports Marketing in Digital with Jeff Eldersveld

For our July event, we mixed things up by heading to Nationwide Arena to be hosted the Columbus Blue Jackets digital marketing team. Jeff Eldersveld, the Director of Digital Marketing an Analytics for the Blue Jackets, walked through the role of digital in a professional sports league — the dual calculations of immediate return (a ticket sale) versus lifetime value, the importance of being ready to respond to team news that fans will care about, and the challenges of marketing when a major driver of results is the team’s performance.

Click on the image below to view Jeff’s presentation:

Following Jeff’s presentation, we took a tour behind the scenes at Nationwide Arena, including walking out on center ice (well, center concrete — the season has been over for a bit at this point!):

We even had a few of the players stop by, and, wow, did their body proportions surprise us!

 

May 2017 Recap – Infomercial Principles in Ecommerce

For our May event, we were at Cardinal Solutions in the Arena District. We thought Tony Zara was going to tie the world of digital to the world of infomercials, which have been around since 1949. And he did that, but he kept going back… all the way to 1923. Attendees all received a reading assignment!

Tony walked us through the “infomercial formula” and how it can be applied to direct response digital marketing and eCommerce:

  1. Give the background / Set the expectation
  2. Demonstrate the solution
  3. Build trust
  4. Cross-sell / upsell
  5. Promise to exceed
  6. Ask for the order

Applying Infomercial Concepts to Direct Response Digital Marke…

Applying Infomercial Concepts to Direct Response Digital Marketing with Tony ZaraThis month hosted by Cardinal Solutions in the Arena District.“It chops! It dices! It slices! And it can be yours for $19.99!”Did you know that our WAW community has someone who was an infomercial pitchman in his younger days? Did you know he now runs digital analytics for Rogue Fitness?Tony Zara has taken some of the concepts that have been proven to work in the infomercial world and applied them to digital marketing… and it works! Come hear his tale, as it’s an approach you could apply, too.

Posted by Columbus Web Analytics Wednesdays on Wednesday, May 10, 2017

You can view the recorded video from the Facebook Livestream (courtesy of Mixt Media), or check out the slides.

 

February 2017 Recap – What the Hell Is R?

There were a couple of announcements before this month’s event kicked off:

  • Event dates for Columbus WAWs are set for the year, and there is now a link at the top of the Upcoming Events page that you can use to put placeholders on your calendar for the whole year.
  • The first MeasureCamp unconference ever in the U.S. will be in Cincinnati on Saturday, May 13th. It’s free! Register, and consider running a session!

Following the announcements, Tim Wilson from Analytics Demystified explained what the programming platform R is, why he spent 2016 trying to ramp up his skills with it, and how he quickly realized that, while he initially was just looking to learn a new language, he quickly realized that he really needed to broaden his horizons.

The below isn’t the exact presentation Tim presented, but it’s pretty damn close:

December 2016 Recap — Holiday Awesomeness with Tommy Plank

Our 8-year tradition has been “no formal presentation at our December event.” This year was no exception. This was also the third year that we held our December event at Plank’s Cafe & Pizzeria, and we can’t imagine holding it anywhere else!

Proprietor Tommy Plank circulated freely, telling stories as he does!

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We had a few web analytics luminaries from out-of-town stop by!

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But, mainly, we had Tommy Plank — a Columbus treasure!

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We raised a few glasses to the digital analytics community in Columbus, which is strong and getting stronger. We hope everyone has a happy holiday and a new year filled with personal and professional successes…and attendance at many WAWs!

April 2016 Recap – Collaboration in Columbus

Our fourth event of the year was on April 13th at The Ohio State Bar Association. Initially, we’d planned to have someone from The Columbus Collaboratory come in and talk to us about who they are and what they’re up to. After all, as a collaboration among seven of the most prominent companies in central Ohio, it’s one of the most exciting startups in Central Ohio. And one of their main focus areas is analytics!

Well, the “someone” we got was Ben Blanquera, VP of Delivery and Experience at The Columbus Collaboratory (by day; by night, he’s “Tech/Startup Connector Extraordinaire”), and he brilliantly proposed that we broaden the topic to be “Collaboration in Columbus.” He then proceeded to pull together a roster of speakers that managed to blow the attendees away with the breadth of exciting, scrappy, high impact collaborations going on in town. The firehose went something like this:

Tony R. Wells, The Wells Foundation

Tony spoke about the power of bringing together technology from OSU with a little bit of direct investment and then negotiations and partnerships with for-profit organizations to develop technologies and services that positively impact both central Ohio, but also national organizations.

Tony Wells

 

Roman Holowinsky, The STEAM Factory

Technically, Roman is a math professor at The Ohio State University — a local school you may have heard of. They pay his salary, at least. But, Roman spoke to us about The STEAM Factory, which is an OSU-affiliated, bootstrapped organization that pulls together lecturers and students from across many different departments at OSU to tackle innovative projects while also providing community engagement. Fun fact: a few ordinary citizens discovered they were color blind as a result of one of those community engagements last year!

 

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(Side note: the author of this blog post dropped a few of his favorite math jokes on Roman after the presentation. Roman graciously chuckled. One of the other co-organizers of WAWs later pointed out that he is sure — at a 99% confidence level — that Roman had heard those jokes many times before. The author of this post also realizes the the “99% confidence level” joke included in this side note is a statistics joke, and statistics is not actually math.)

Aladin Gohar, ICF Summit 2016

Aladin is a long-time community builder in central Ohio, most notably as one of the co-founders of IT Martini. But, he spoke to us about the Intelligent Community Forum, which is a global organization that promotes “intelligent communities.” Did you know Columbus was actually named the Intelligent Community of the Year in 2015? Pretty cool, right? As such, Columbus is now hosting this year’s ICF Summit, when the finalists and past finalists will be coming to our fair city and checking out many cool aspects of Columbus. And, the 2016 recipient will be named. If you’re interested in learning more, or if you’re interested in attending at a very steep discount, shoot Aladin a note at aladin at itmartini dot com. Just tell him that you found out about the summit through Web Analytics Wednesday, and he’ll hook you up!

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Ben Blanquera, The Columbus Collaboratory… and more

Ben gave us an overview of The Columbus Collaboratory, but he also spoke to a number of other startup- and collaboration-oriented groups and activities in Columbus:

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All in all, it was a pretty information-packed and energizing evening!