Send us a text Want to be featured as a guest on Making Data Simple? Reach out to us at [[email protected]] and tell us why you should be next.

Abstract Hosted by Al Martin, VP, Data and AI Expert Services and Learning at IBM, Making Data Simple provides the latest thinking on big data, A.I., and the implications for the enterprise from a range of experts. This week on Making Data Simple, we have Nancy Hensley, Nancy is currently the Chief Marketing and Product Officer for Stats Perform. Nancy was the Chief Digital Officer at IBM.

Show Notes 1:37 – Nancy’s bio 3:10 - Are we talking Money Ball? 5:52 - On Base percentage 7:08 – Analyse examples  10:02 – Do you control the data? 11:24 – Out there statistics 14:12 - Can analytics go to far? 17:35 – Real time analysis 18:45 – Covid and sports 21:15 – Your role in sports betting 22:50 – What’s the most fascinating thing you’ve learned? 25:23 – What’s the future?

Website - Stats Perform Money Ball Stats Perform - Twitter  Bill James – Baseball Abstract  The Analyst     Connect with the Team Producer Kate Brown - LinkedIn. Producer Steve Templeton - LinkedIn. Host Al Martin - LinkedIn and Twitter.    Want to be featured as a guest on Making Data Simple? Reach out to us at [email protected] and tell us why you should be next. The Making Data Simple Podcast is hosted by Al Martin, WW VP Technical Sales, IBM, where we explore trending technologies, business innovation, and leadership ... while keeping it simple & fun.

We asked 1,000(ish) marketing analytics pros their feelings about their job and their frustrations. The data shows that data is low on their list of frustrations. Let's dive into what they said, and what they didn't.

Every marketer wants to accurately measure the impact of their advertising spend. And “digital” was supposed to make that really easy (especially for digital advertising). But, that promise has rarely been realized---it’s becoming increasingly difficult to track users across touchpoints, thanks to privacy regulations (GDPR, CCPA, etc.) and browser updates that block or aggressively expire cookies. In this session, we will review four different approaches to marketing attribution: heuristic modeling (first touch, last touch, linear, time decay, etc.), algorithmic modeling, media mix modeling (MMM), and randomized controlled trials (RCTs). As part of the review, we will venture lightly, but profoundly, into some foundational statistical concepts: we WILL use the terms 'counterfactual' and 'potential outcome,' and probably even 'unobserved heterogeneity!'

Simo explores the latest and greatest paradigm in Google's marketing stack: server-side tagging in Google Tag Manager. The benefits of moving data collection server-side are obvious – or are they? The same tools and mechanisms that help with data governance and oversight can be abused due to the opaqueness associated with moving data collections server-side. In this talk, Simo takes a honest look at just what problems server-side tagging seeks to address, and whether it actually manages to do what it’s set out to do.

In this session, Jeff Sauer, founder of Data Driven U is going to show you how to improve your marketing results while collecting less data, focusing your efforts, and simply following proven plans that work!

Summary Reverse ETL is a product category that evolved from the landscape of customer data platforms with a number of companies offering their own implementation of it. While struggling with the work of automating data integration workflows with marketing, sales, and support tools Brian Leonard accidentally discovered this need himself and turned it into the open source framework Grouparoo. In this episode he explains why he decided to turn these efforts into an open core business, how the platform is implemented, and the benefits of having an open source contender in the landscape of operational analytics products.

Announcements

Hello and welcome to the Data Engineering Podcast, the show about modern data management When you’re ready to build your next pipeline, or want to test out the projects you hear about on the show, you’ll need somewhere to deploy it, so check out our friends at Linode. With their managed Kubernetes platform it’s now even easier to deploy and scale your workflows, or try out the latest Helm charts from tools like Pulsar and Pachyderm. With simple pricing, fast networking, object storage, and worldwide data centers, you’ve got everything you need to run a bulletproof data platform. Go to dataengineeringpodcast.com/linode today and get a $100 credit to try out a Kubernetes cluster of your own. And don’t forget to thank them for their continued support of this show! StreamSets DataOps Platform is the world’s first single platform for building smart data pipelines across hybrid and multi-cloud architectures. Build, run, monitor and manage data pipelines confidently with an end-to-end data integration platform that’s built for constant change. Amp up your productivity with an easy-to-navigate interface and 100s of pre-built connectors. And, get pipelines and new hires up and running quickly with powerful, reusable components that work across batch and streaming. Once you’re up and running, your smart data pipelines are resilient to data drift. Those ongoing and unexpected changes in schema, semantics, and infrastructure. Finally, one single pane of glass for operating and monitoring all your data pipelines. The full transparency and control you desire for your data operations. Get started building pipelines in minutes for free at dataengineeringpodcast.com/streamsets. The first 10 listeners of the podcast that subscribe to StreamSets’ Professional Tier, receive 2 months free after their first month. Atlan is a collaborative workspace for data-driven teams, like Github for engineering or Figma for design teams. By acting as a virtual hub for data assets ranging from tables and dashboards to SQL snippets & code, Atlan enables teams to create a single source of truth for all their data assets, and collaborate across the modern data stack through deep integrations with tools like Snowflake, Slack, Looker and more. Go to dataengineeringpodcast.com/atlan today and sign up for a free trial. If you’re a data engineering podcast listener, you get credits worth $3000 on an annual subscription Your host is Tobias Macey and today I’m interviewing Brian Leonard about Grouparoo, an open source framework for managing your reverse ETL pipelines

Interview

Introduction How did you get involved in the area of data management? Can you describe what Grouparoo is and the story behind it? What are the core requirements for building a reverse ETL system?

What are the additional capabilities that users of the system ask for as they get more advanced in their usage?

Who is your target user for Grouparoo and how does that influence your priorities on feature development and UX design? What are the benefits of building an open source core for a reverse ETL platform as compared to the other commercial options? Can you describe the architecture and implementation of the Grouparoo project?

What are the additional systems that you have built to support the hosted offering? How have the design and goals of the

UnitedMasters’ Head of Marketing David Melhado (mel-HEY-doh) is a New York City-based industry veteran who first cut his teeth in music marketing and management in the South, holding roles at Atlantic Records, iHeartRadio, StreamCut Media & RocNation. Connect With Dave on LinkedIn and check out UnitedMasters here. If you want more free insights, follow our podcast, our blog, and our socials. If you're an artist with a free Chartmetric account, sign up for the artist plan, made exclusively for you, here. If you're new to Chartmetric, follow the URL above after creating a free account here. 

On this episode, we chat with Aileen Crowley, former Vice President of Global Streaming Marketing at Universal Music Group. Before leaving the major label world in November 2020, Aileen devised data-driven streaming strategy for developing artists, working directly with artist management to translate streaming analytics, develop artist release strategies, and implement plans for audience growth. 

Prior to that, Aileen was the General Manager of DigSin, a subscription-based independent music label focused on singles, playlisting, and data, as well as being an artist manager—and that was after spending almost seven years at world-renowned consulting firm McKinsey & Co. Today, Aileen runs The Streaming Story, a website dedicated to contextualizing streaming success with the narrative surrounding that success. Since recording this interview, Aileen has teamed up with Lark42, a digital consultancy that solves hard problems in the music, data, blockchain, streaming and startup space. You can connect with Aileen on LinkedIn here. If you want more free insights, follow our podcast, our blog, and our socials. If you're an artist with a free Chartmetric account, sign up for the artist plan, made exclusively for you, here. If you're new to Chartmetric, follow the URL above after creating a free account here.

Aqui Kumar, Jannick Steinke, Sebastian Gorki, and Valerian Dilger are music business students at the Popakademie in Germany. 

“Established in 2003, the Popakademie is a higher education institution for the music and creative industries and their pop cultural scenes. By focusing its study programmes on popular music, it offers an academic education that is unique in Germany's public university landscape.” 

In this context, the students are part of Popakademie’s SMIX.LAB. Founded in 2008 as an interface between the online world and the traditional music industry, SMIX.LAB sees itself as a center for the digital music business. It integrates digital knowledge and future-oriented research, investigating the modern possibilities of music marketing and other forward-thinking initiatives.

The students themselves have industry experience at companies such as Live From Earth, Electric Feel, Amazon Music, and Ease Agency. Over the past few months, the Chartmetric team supported the students in their project to study how TikTok is influencing the German charts. Check out their exciting research on our blog: https://blog.chartmetric.com If you want more free insights, follow our podcast, our blog, and our socials. If you're an artist with a free Chartmetric account, sign up for the artist plan, made exclusively for you, here. If you're new to Chartmetric, follow the URL above after creating a free account here. 

Hey there, mister. That's a mighty nice multi-touch attribution model you're using there. It would be a shame to see it get mixed up with a media model. Or... would it? What happens if you think about media mix models as a tool that can be combined with experimentation to responsibly measure the incrementality of your marketing (while also still finding a crust of bread in the corner for so-called "click attribution")? According to a 2019 paper published by ThirdLove (which happens to have been Michael's last call on our last episode), that's a pretty nice way to go, and we thought it would be fun to see if we could raise Tim's blood pressure by giving him something to vigorously agree with for once. It was. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.

Zael is a manager at YMU Group, a global talent management company with a roster that includes RAC, Kina, Ryan Caraveo, Ben Zaidi, and Oshi. Originally from Amherst, Massachusetts, Zael grew up around a lot of jazz, cows, and psychologists. After moving out to LA and building his own management company, Zael joined forces with YMU in late 2019 where he kicked things off by developing the marketing plan for RAC’s third studio album “BOY” before signing Kina and Ryan Caraveo in early 2020. Connect With Zael on LinkedIn and check out YMU Group here. If you want more free insights, follow our podcast, our blog, and our socials. If you're an artist with a free Chartmetric account, sign up for the artist plan, made exclusively for you, here. If you're new to Chartmetric, follow the URL above after creating a free account here. 

Text As Data: Combining qualitative and quantitative algorithms within the SAS system for accurate, effective and understandable text analytics The need for powerful, accurate and increasingly automatic text analysis software in modern information technology has dramatically increased. Fields as diverse as financial management, fraud and cybercrime prevention, Pharmaceutical R&D, social media marketing, customer care, and health services are implementing more comprehensive text-inclusive, analytics strategies. Text as Data: Computational Methods of Understanding Written Expression Using SAS presents an overview of text analytics and the critical role SAS software plays in combining linguistic and quantitative algorithms in the evolution of this dynamic field. Drawing on over two decades of experience in text analytics, authors Barry deVille and Gurpreet Singh Bawa examine the evolution of text mining and cloud-based solutions, and the development of SAS Visual Text Analytics. By integrating quantitative data and textual analysis with advanced computer learning principles, the authors demonstrate the combined advantages of SAS compared to standard approaches, and show how approaching text as qualitative data within a quantitative analytics framework produces more detailed, accurate, and explanatory results. Understand the role of linguistics, machine learning, and multiple data sources in the text analytics workflow Understand how a range of quantitative algorithms and data representations reflect contextual effects to shape meaning and understanding Access online data and code repositories, videos, tutorials, and case studies Learn how SAS extends quantitative algorithms to produce expanded text analytics capabilities Redefine text in terms of data for more accurate analysis This book offers a thorough introduction to the framework and dynamics of text analytics—and the underlying principles at work—and provides an in-depth examination of the interplay between qualitative-linguistic and quantitative, data-driven aspects of data analysis. The treatment begins with a discussion on expression parsing and detection and provides insight into the core principles and practices of text parsing, theme, and topic detection. It includes advanced topics such as contextual effects in numeric and textual data manipulation, fine-tuning text meaning and disambiguation. As the first resource to leverage the power of SAS for text analytics, Text as Data is an essential resource for SAS users and data scientists in any industry or academic application.

Send us a text Want to be featured as a guest on Making Data Simple? Reach out to us at [[email protected]] and tell us why you should be next.

Abstract Hosted by Al Martin, VP, IBM Expert Services Delivery, Making Data Simple provides the latest thinking on big data, A.I., and the implications for the enterprise from a range of experts.

This week on Making Data Simple, we have Elo Umeh, from Terragon Africa’s fastest-growing enterprise marketing technology company. Terragon uses its on-demand marketing cloud platform, attribution software, and deep analytics capability to enable thoughtful, targeted omni-channel access to 100m+ mobile-first African consumers. Elo is the Founder and CEO at Terragon Group. Elo career has spanned over 15 years where he has worked in the mobile and digital media across East and West Africa. He was part of the founding team at Mtech Communications. Elo holds a global executive MBA from IESE business of school where he graduated at the top of his class. Elo also has a Bachelor’s degree in Business Administration from Lagos State University. Show Notes 4:02 – What keeps you going? 6:15 – Lets dive into Terragon 8:40 – Who are your customers? 11:06 – Define pre-paid 14:40 – What kind of incites and security are you providing? 20:37- What kind of technology is Terragon using? 23:16 – What was it about the smart phone that made you want to go out on your own? 26:10 – Who’s your biggest competitor?  28:20 – What’s next for Terragon? 31:01 – What are the biggest mistakes entrepreneurs make? Terragon  Elo Umeh - LinkedIn

Connect with the Team Producer Kate Brown - LinkedIn. Producer Steve Templeton - LinkedIn. Host Al Martin - LinkedIn and Twitter.  Want to be featured as a guest on Making Data Simple? Reach out to us at [email protected] and tell us why you should be next. The Making Data Simple Podcast is hosted by Al Martin, WW VP Technical Sales, IBM, where we explore trending technologies, business innovation, and leadership ... while keeping it simple & fun.

In 'Data Science for Marketing Analytics', you'll embark on a journey that integrates the power of data analytics with strategic marketing. With a focus on practical application, this guide walks you through using Python to analyze datasets, implement machine learning models, and derive data-driven insights. What this Book will help me do Gain expertise in cleaning, exploring, and visualizing marketing data using Python. Build machine learning models to predict customer behavior and sales outcomes. Leverage unsupervised learning techniques for effective customer segmentation. Compare and optimize predictive models using advanced evaluation methods. Master Python libraries like pandas and Matplotlib for data manipulation and visualization. Author(s) Mirza Rahim Baig, Gururajan Govindan, and Vishwesh Ravi Shrimali combine their extensive expertise in data analytics and marketing to bring you this comprehensive guide. Drawing from years of applying analytics in real-world marketing scenarios, they provide a hands-on approach to learning data science tools and techniques. Who is it for? This book is perfect for marketing professionals and analysts eager to harness the capabilities of Python to enhance their data-driven strategies. It is also ideal for data scientists looking to apply their skills in marketing across various roles. While a basic understanding of data analysis and Python will help, all key concepts are introduced comprehensively for beginners.

Summary The technological and social ecosystem of data engineering and data management has been reaching a stage of maturity recently. As part of this stage in our collective journey the focus has been shifting toward operation and automation of the infrastructure and workflows that power our analytical workloads. It is an encouraging sign for the industry, but it is still a complex and challenging undertaking. In order to make this world of DataOps more accessible and manageable the team at Nexla has built a platform that decouples the logical unit of data from the underlying mechanisms so that you can focus on the problems that really matter to your business. In this episode Saket Saurabh (CEO) and Avinash Shahdadpuri (CTO) share the story behind the Nexla platform, discuss the technical underpinnings, and describe how their concept of a Nexset simplifies the work of building data products for sharing within and between organizations.

Announcements

Hello and welcome to the Data Engineering Podcast, the show about modern data management When you’re ready to build your next pipeline, or want to test out the projects you hear about on the show, you’ll need somewhere to deploy it, so check out our friends at Linode. With their managed Kubernetes platform it’s now even easier to deploy and scale your workflows, or try out the latest Helm charts from tools like Pulsar and Pachyderm. With simple pricing, fast networking, object storage, and worldwide data centers, you’ve got everything you need to run a bulletproof data platform. Go to dataengineeringpodcast.com/linode today and get a $100 credit to try out a Kubernetes cluster of your own. And don’t forget to thank them for their continued support of this show! Schema changes, missing data, and volume anomalies caused by your data sources can happen without any advanced notice if you lack visibility into your data-in-motion. That leaves DataOps reactive to data quality issues and can make your consumers lose confidence in your data. By connecting to your pipeline orchestrator like Apache Airflow and centralizing your end-to-end metadata, Databand.ai lets you identify data quality issues and their root causes from a single dashboard. With Databand.ai, you’ll know whether the data moving from your sources to your warehouse will be available, accurate, and usable when it arrives. Go to dataengineeringpodcast.com/databand to sign up for a free 30-day trial of Databand.ai and take control of your data quality today. We’ve all been asked to help with an ad-hoc request for data by the sales and marketing team. Then it becomes a critical report that they need updated every week or every day. Then what do you do? Send a CSV via email? Write some Python scripts to automate it? But what about incremental sync, API quotas, error handling, and all of the other details that eat up your time? Today, there is a better way. With Census, just write SQL or plug in your dbt models and start syncing your cloud warehouse to SaaS applications like Salesforce, Marketo, Hubspot, and many more. Go to dataengineeringpodcast.com/census today to get a free 14-day trial. Your host is Tobias Macey and today I’m interviewing Saket Saurabh and Avinash Shahdadpuri about Nexla, a platform for powering data operations and sharing within and across businesses

Interview

Introduction How did you get involved in the area of data management? Can you describe what Nexla is and the story behind it? What are the major problems that Nexla is aiming to solve?

What are the components of a data platform that Nexla might replace?

What are the use cases and benefits of being able to publish data sets for use outside and across organizations? What are the different elements involved in implementing DataOps? How is the Nexla platform implemented?

What have been the most comple engineering challenges? How has the architecture changed or evolved since you first began working on it? What are some of the assumpt

Single-purpose databases were designed to address specific problems and use cases. Given this narrow focus, there are inherent tradeoffs required when trying to accommodate multiple datatypes or workloads in your enterprise environment. The result is data fragmentation that spills over into application development, IT operations, data security, system scalability, and availability. In this report, author Alice LaPlante explains why developing modern, data-driven applications may be easier and more synergistic when using a converged database. Senior developers, architects, and technical decision-makers will learn cloud-native application development techniques for working with both structured and unstructured data. You'll discover ways to run transactional and analytical workloads on a single, unified data platform. This report covers: Benefits and challenges of using a converged database to develop data-driven applications How to use one platform to work with both structured and unstructured data that includes JSON, XML, text and files, spatial and graph, Blockchain, IoT, time series, and relational data Modern development practices on a converged database, including API-driven development, containers, microservices, and event streaming Use case examples including online food delivery, real-time fraud detection, and marketing based on real-time analytics and geospatial targeting