Web analysts don't get excited about government websites. They need conversion rates to increase, checkout funnels to optimise, paid channels to evaluate, and AB?s to test. They love Ecommerce, they love non-profits, and they might, at a push, even love a B2B. Government websites have none of these things; they're about as far removed from the crazy rock'n'roll world of conversion optimisation as it's possible to get. However, as this session will demonstrate, there's a huge amount of untapped data on government sites and huge value in connecting the dots.

Conventionally we only want to attribute at session/visit level for a given user to understand which media touch-points results into conversion action for given website or an App. To take attribution to next level, it make sense to consider Media touch- points as well as specific action(s) on website by user which lead to targeted action by users on site/app. I intend to showcase analysis that provides holistic picture to review attribution which not only includes Media touch-points but also specific user actions and combination thereof.

For enterprises to much fragmented incomparable data in siloes is often one of the main challenges when it comes to leveraging the full potential of analytics their organization. Too much data spread across too many people with too many different agendas often provides a chaotic data environment at best. So how do you set up analytics intelligently account across 42 countries and 11 business units to ensure that all levels of the organization has the level of data they require to create results. The session dives into how structure, standards, use and sharing across organization can have a radical impact on both the digital maturity of the business and the overall bottom line.

The first problem faced after being asked a business problem is where to start. Having a set of approaches and techniques for finding the answer to any question or problem hidden within your web analytics data is vitally important to success as a web analyst. Knowing which one will achieve the best results in the shortest time is critical. Peter will take you through the approaches and techniques within his set. He will use a variety of examples across sectors and areas online to demonstrate a set of options for analysing online performance.

The See-Think-Do-Care framework, its obsession is with Content first, then Marketing, then Measurement. It is the only order that works. So often we see Measurement, then sometimes Marketing and only rarely Content. This is the message he's talking to CEOs.

Personalization, one to one, predictive targeting, whatever you call it, serving the optimal digital experience for each customer is often touted as the pinnacle of digital marketing efficacy. But if predictive targeting is so great, why isn’t everyone doing it? In this session Matt will give an overview of predictive targeting methodologies as well as a general framework for thinking about the trade offs you will face when embarking on embedding predictive methods into your marketing systems/process. A warning: While this talk assumes only basic statistical knowledge, it will introduce some relatively advanced/technical concepts. If you are looking for a ‘Top Five Practical Predictive Analytics Tips’ type of talk, you may want skip.

Many companies invest significant financial and human resources into Paid and Organic Search Campaigns. Quantification and optimization of SEO/SEM efforts are critical for those organizations that rely on search as an acquisition channel. This session will focus on how to use data to improve Paid marketing campaigns and SEO performance. We will explore how to use data from Google Webmaster Tools, Adwords, and Google Trends to compliment data that you'll find in your standard web analytics package.

Jos and Oliver will show a series of live demos of how to use Google Analytics and AdWords to the max - to track across devices as well as websites, physical stores, CRM and BI systems and how to best use these integrated customer data sets for bidding, creative decisions and ads targeting.

The loss of credibility and influence tied to delivering the wrong numbers to management is a pain and embarresment most senior analyst have experienced. And as data moves into a more and more central position in the company the demand for quality data grows. This session provides a practical roadmap to getting your data cleaned up once and helps you define a standard for your data quality.

It’s nothing new that the landscape of technology is rapidly changing and this has changed the consumer landscape forever. But how are we in the Digital Analytics industry addressing that change? For the second year now I’ve attended the Consumer Electronics Show in Las Vegas where hundreds of thousands of attendees descend on the city to see the latest in consumer technology and, increasingly, all types of technology. This year had several highlight areas: Internet of Things, Smart(er/ish) appliances, fitness technology, “future” cars and mobility, drones, and so much more. What does this mean for the future of digital analytics and what steps must we take as practitioners to prepare for and lead in these times? The answer may surprise you.

"Elasticsearch Essentials" provides a comprehensive introduction to Elasticsearch, the powerful search and analytics engine. This book delivers a fast-paced, practical guide to harnessing Elasticsearch for creating scalable search and analytics applications. What this Book will help me do Learn to effectively use Elasticsearch REST APIs for search and analytics. Understand and design schema and mappings with best practices. Master data modeling concepts for efficient data queries. Develop skills to create and manage Elasticsearch clusters in production. Learn techniques for ensuring high availability and handling large datasets. Author(s) Bharvi Dixit is a seasoned developer and expert in search technologies with hands-on experience in Elasticsearch and other search solutions. With extensive knowledge in data analytics and large-scale systems, Bharvi ensures readers gain practical skills and insights through well-structured examples and explanations. Who is it for? This book is perfect for developers looking to enhance their skills in building search and analytics solutions with Elasticsearch. It's particularly suited for those familiar with search technologies like Apache Lucene or Solr but new to Elasticsearch. Beginners to intermediate learners in big data and analytics will find the structured approach beneficial. It's ideal for professionals aspiring to develop advanced search implementations with modern tools.

This book dives into the practical application of R's power combined with Shiny's simplicity to build web-based analytics and interactive data summary tools. By following this step-by-step guide, you'll go from the basics of building with R and Shiny to creating sophisticated custom dashboards and interactive web apps. What this Book will help me do Create interactive web apps and dashboards using Shiny with impressive user interfaces. Integrate Shiny applications into custom HTML and CSS-based web pages for enhanced flexibility. Produce user-friendly Shiny applications extended with JavaScript and jQuery for added functionality. Develop web solutions that include interactive graphics, maps, and data analysis summaries. Deliver and deploy web apps securely using cloud solutions or self-hosted servers. Author(s) Chris Beeley, an experienced R developer and teacher, has a robust background in statistical programming and data analysis. Chris is passionate about sharing knowledge through practical examples and hands-on exercises. As the author of this book, Chris ensures that readers receive a clear and approachable entry into web application development using Shiny. Who is it for? This book is ideal for data enthusiasts, analysts, and developers looking to transition their analytic skills to the web. It caters to readers with basic programming knowledge but does not require prior experience with R or Shiny. It is perfect for professionals and learners wanting to create interactive analytics tools, dashboards, or data-driven web applications.

Transform your organization's data into actionable insights with Tableau Tableau is designed specifically to provide fast and easy visual analytics. The intuitive drag-and-drop interface helps you create interactive reports, dashboards, and visualizations, all without any special or advanced training. This all new edition of Tableau Your Data! is your Tableau companion, helping you get the most out of this invaluable business toolset. Tableau Your Data! shows you how to build dynamic, best of breed visualizations using the Tableau Software toolset. This comprehensive guide covers the core feature set for data analytics, and provides clear step-by-step guidance toward best practices and advanced techniques that go way beyond the user manual. You'll learn how Tableau is different from traditional business information analysis tools, and how to navigate your way around the Tableau 9.0 desktop before delving into functions and calculations, as well as sharing with the Tableau Server. Analyze data more effectively with Tableau Desktop Customize Tableau's settings for your organization's needs with detailed real-world examples on data security, scaling, syntax, and more Deploy visualizations to consumers throughout the enterprise - from sales to marketing, operations to finance, and beyond Understand Tableau functions and calculations and leverage Tableau across every link in the value chain Learn from actual working models of the book's visualizations and other web-based resources via a companion website Tableau helps you unlock the stories within the numbers, and Tableau Your Data! puts the software's full functionality right at your fingertips.

A step-by-step guide to data mining applications in CRM. Following a handbook approach, this book bridges the gap between analytics and their use in everyday marketing, providing guidance on solving real business problems using data mining techniques. The book is organized into three parts. Part one provides a methodological roadmap, covering both the business and the technical aspects. The data mining process is presented in detail along with specific guidelines for the development of optimized acquisition, cross/ deep/ up selling and retention campaigns, as well as effective customer segmentation schemes. In part two, some of the most useful data mining algorithms are explained in a simple and comprehensive way for business users with no technical expertise. Part three is packed with real world case studies which employ the use of three leading data mining tools: IBM SPSS Modeler, RapidMiner and Data Mining for Excel. Case studies from industries including banking, retail and telecommunications are presented in detail so as to serve as templates for developing similar applications. Key Features: Includes numerous real-world case studies which are presented step by step, demystifying the usage of data mining models and clarifying all the methodological issues. Topics are presented with the use of three leading data mining tools: IBM SPSS Modeler, RapidMiner and Data Mining for Excel. Accompanied by a website featuring material from each case study, including datasets and relevant code. Combining data mining and business knowledge, this practical book provides all the necessary information for designing, setting up, executing and deploying data mining techniques in CRM. Effective CRM using Predictive Analytics will benefit data mining practitioners and consultants, data analysts, statisticians, and CRM officers. The book will also be useful to academics and students interested in applied data mining.

Aimed at econometricians who have completed at least one course in time series modeling, Multiple Time Series Modeling Using the SAS VARMAX Procedure will teach you the time series analytical possibilities that SAS offers today. Estimations of model parameters are now performed in a split second. For this reason, working through the identifications phase to find the correct model is unnecessary. Instead, several competing models can be estimated, and their fit can be compared instantaneously.

Consequently, for time series analysis, most of the Box and Jenkins analysis process for univariate series is now obsolete. The former days of looking at cross-correlations and pre-whitening are over, because distributed lag models are easily fitted by an automatic lag identification method. The same goes for bivariate and even multivariate models, for which PROC VARMAX models are automatically fitted. For these models, other interesting variations arise: Subjects like Granger causality testing, feedback, equilibrium, cointegration, and error correction are easily addressed by PROC VARMAX.

One problem with multivariate modeling is that it includes many parameters, making parameterizations unstable. This instability can be compensated for by application of Bayesian methods, which are also incorporated in PROC VARMAX. Volatility modeling has now become a standard part of time series modeling, because of the popularity of GARCH models. Both univariate and multivariate GARCH models are supported by PROC VARMAX. This feature is especially interesting for financial analytics in which risk is a focus.

This book teaches with examples. Readers who are analyzing a time series for the first time will find PROC VARMAX easy to use; readers who know more advanced theoretical time series models will discover that PROC VARMAX is a useful tool for advanced model building.

"Mesmerizing & fascinating..." — The Seattle Post-Intelligencer "The Freakonomics of big data." —Stein Kretsinger, founding executive of Advertising.com Award-winning | Used by over 30 universities | Translated into 9 languages An introduction for everyone. In this rich, fascinating — surprisingly accessible — introduction, leading expert Eric Siegel reveals how predictive analytics works, and how it affects everyone every day. Rather than a “how to” for hands-on techies, the book serves lay readers and experts alike by covering new case studies and the latest state-of-the-art techniques. Prediction is booming. It reinvents industries and runs the world. Companies, governments, law enforcement, hospitals, and universities are seizing upon the power. These institutions predict whether you're going to click, buy, lie, or die. Why? For good reason: predicting human behavior combats risk, boosts sales, fortifies healthcare, streamlines manufacturing, conquers spam, optimizes social networks, toughens crime fighting, and wins elections. How? Prediction is powered by the world's most potent, flourishing unnatural resource: data. Accumulated in large part as the by-product of routine tasks, data is the unsalted, flavorless residue deposited en masse as organizations churn away. Surprise! This heap of refuse is a gold mine. Big data embodies an extraordinary wealth of experience from which to learn. unleashes the power of data. With this technology Predictive Analytics , the computer literally learns from data how to predict the future behavior of individuals. Perfect prediction is not possible, but putting odds on the future drives millions of decisions more effectively, determining whom to call, mail, investigate, incarcerate, set up on a date, or medicate. In this lucid, captivating introduction — now in its Revised and Updated edition — former Columbia University professor and Predictive Analytics World founder Eric Siegel reveals the power and perils of prediction: What type of mortgage risk Chase Bank predicted before the recession. Predicting which people will drop out of school, cancel a subscription, or get divorced before they even know it themselves. Why early retirement predicts a shorter life expectancy and vegetarians miss fewer flights. Five reasons why organizations predict death — including one health insurance company. How U.S. Bank and Obama for America calculated — and Hillary for America 2016 plans to calculate — the way to most strongly persuade each individual. Why the NSA wants all your data: machine learning supercomputers to fight terrorism. How IBM's Watson computer used predictive modeling to answer questions and beat the human champs on TV's Jeopardy! How companies ascertain untold, private truths — how Target figures out you're pregnant and Hewlett-Packard deduces you're about to quit your job. How judges and parole boards rely on crime-predicting computers to decide how long convicts remain in prison. 182 examples from Airbnb, the BBC, Citibank, ConEd, Facebook, Ford, Google, the IRS, LinkedIn, Match.com, MTV, Netflix, PayPal, Pfizer, Spotify, Uber, UPS, Wikipedia, and more. How does predictive analytics work? This jam-packed book satisfies by demystifying the intriguing science under the hood. For future hands-on practitioners pursuing a career in the field, it sets a strong foundation, delivers the prerequisite knowledge, and whets your appetite for more. A truly omnipresent science, predictive analytics constantly affects our daily lives. Whether

This book highlights the different types of data architecture and illustrates the many possibilities hidden behind the term "Big Data", from the usage of No-SQL databases to the deployment of stream analytics architecture, machine learning, and governance. Scalable Big Data Architecture covers real-world, concrete industry use cases that leverage complex distributed applications , which involve web applications, RESTful API, and high throughput of large amount of data stored in highly scalable No-SQL data stores such as Couchbase and Elasticsearch. This book demonstrates how data processing can be done at scale from the usage of NoSQL datastores to the combination of Big Data distribution. When the data processing is too complex and involves different processing topology like long running jobs, stream processing, multiple data sources correlation, and machine learning, it’s often necessary to delegate the load to Hadoop or Spark and use the No-SQL to serve processed data in real time. This book shows you how to choose a relevant combination of big data technologies available within the Hadoop ecosystem. It focuses on processing long jobs, architecture, stream data patterns, log analysis, and real time analytics. Every pattern is illustrated with practical examples, which use the different open sourceprojects such as Logstash, Spark, Kafka, and so on. Traditional data infrastructures are built for digesting and rendering data synthesis and analytics from large amount of data. This book helps you to understand why you should consider using machine learning algorithms early on in the project, before being overwhelmed by constraints imposed by dealing with the high throughput of Big data. Scalable Big Data Architecture is for developers, data architects, and data scientists looking for a better understanding of how to choose the most relevant pattern for a Big Data project and which tools to integrate into that pattern.

What better time to ask Big Questions about analytics than the start of a new year? In this episode, Gary Angel from EY joins us to talk just a little bit about his new book, and to talk a lot about digital transformation: what it means, what's holding large enterprises back, where digital analysts fit in the effort... and a whole-whole lot of thoughts and ideas that aren't nearly as lofty and nebulous as the first part of this description sounds! This is our longest show to date. It's a power hour transformed into 59 minutes (or 39:20 if you play it at 1.5x speed).

People, places, and things referenced in this episode include:

Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences (Gary's new book) measuringthedigitalworld.com (Gary's new blog) Gary's old blog Midi-chlorians

Capitalise on big data to add value to your small business Written by bestselling author and big data expert Bernard Marr, Big Data For Small Business For Dummies helps you understand what big data actually is—and how you can analyse and use it to improve your business. Free of confusing jargon and complemented with lots of step-by-step guidance and helpful advice, it quickly and painlessly helps you get the most from using big data in a small business. Business data has been around for a long time. Unfortunately, it was trapped away in overcrowded filing cabinets and on archaic floppy disks. Now, thanks to technology and new tools that display complex databases in a much simpler manner, small businesses can benefit from the big data that's been hiding right under their noses. With the help of this friendly guide, you'll discover how to get your hands on big data to develop new offerings, products and services; understand technological change; create an infrastructure; develop strategies; and make smarter business decisions. Shows you how to use big data to make sense of user activity on social networks and customer transactions Demonstrates how to capture, store, search, share, analyse and visualise analytics Helps you turn your data into actionable insights Explains how to use big data to your advantage in order to transform your small business If you're a small business owner or employee, Big Data For Small Business For Dummies helps you harness the hottest commodity on the market today in order to take your company to new heights.

This book is a step-by-step guide for learning how to use Spark for different types of big-data analytics projects, including batch, interactive, graph, and stream data analysis as well as machine learning. It covers Spark core and its add-on libraries, including Spark SQL, Spark Streaming, GraphX, MLlib, and Spark ML. Big Data Analytics with Spark shows you how to use Spark and leverage its easy-to-use features to increase your productivity. You learn to perform fast data analysis using its in-memory caching and advanced execution engine, employ in-memory computing capabilities for building high-performance machine learning and low-latency interactive analytics applications, and much more. Moreover, the book shows you how to use Spark as a single integrated platform for a variety of data processing tasks, including ETL pipelines, BI, live data stream processing, graph analytics, and machine learning. The book also includes a chapter on Scala, the hottest functional programming language, and the language that underlies Spark. You’ll learn the basics of functional programming in Scala, so that you can write Spark applications in it. What's more, Big Data Analytics with Spark provides an introduction to other big data technologies that are commonly used along with Spark, such as HDFS, Avro, Parquet, Kafka, Cassandra, HBase, Mesos, and so on. It also provides an introduction to machine learning and graph concepts. So the book is self-sufficient; all the technologies that you need to know to use Spark are covered. The only thing that you are expected to have is some programming knowledge in any language.