Resolve data-heavy retail marketing questions through key analytic steps, with expert guidance in a direct and conceptual style.

"Hadoop Blueprints" guides you through using Hadoop and its ecosystem to solve real-life business problems. You will explore six case studies covering areas like fraud detection, marketing analysis, and data lakes, providing a thorough and practical understanding of Hadoop applications. What this Book will help me do Understand how to use Hadoop to solve real-life business scenarios effectively. Learn to build a 360-degree customer view integrating different data types. Develop and deploy a fraud detection system leveraging Hadoop technologies. Explore marketing campaign analysis and improvement using data-driven workflows on Hadoop. Gain hands-on experience with creating and maintaining efficient data lakes. Author(s) Sudheesh Narayan, along with his co-authors Anurag Shrivastava and Nod Deshpande, brings extensive experience in Big Data technologies. They have been involved in developing solutions utilizing Hadoop, Apache Spark, and other ecosystem components. Their practical approach to presenting complex technical topics ensures readers can apply their knowledge to real-world scenarios. Who is it for? This book is ideal for software developers, data engineers, and IT professionals who have a foundational understanding of Hadoop and seek to expand their practical skills. Readers should be familiar with Java or other scripting languages. It's perfect for those aiming to build actionable solutions for business problems using Big Data technologies.

How to lead the change Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it. Written by the head of global marketing for SAS, The Analytical Marketer is based on the author’s firsthand experience of transforming a marketing organization from “art” to “art and science.” Challenged and inspired by their company’s own analytics products, the SAS marketing team was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author’s candid lessons learned as she led the marketing organization’s transformation. With additional examples from other leading companies, this book is a practical guide and set of best practices for creating a new marketing culture that thrives on and adds value through data and analytics.

JMP 13 Consumer Research focuses on analyses that help users observe and predict subject's behavior, particularly those in the market research field. The Uplift platform predicts consumer behavior based on shifts in marketing efforts. Learn how to tabulate and summarize categorical responses with the Categorical platform. Factor Analysis rotates principal components to help identify which directions have the most variation among the variables. The book also covers Item Analysis, a method for identifying latent traits that might affect an individual's choices. And read about the Choice platform, which market researchers use to estimate probability in consumer spending.

A complete, start-to-finish guide to Google Analytics instrumentation and reporting Google Analytics Breakthrough is a much-needed comprehensive resource for the world's most widely adopted analytics tool. Designed to provide a complete, best-practices foundation in measurement strategy, implementation, reporting, and optimization, this book systematically demystifies the broad range of Google Analytics features and configurations. Throughout the end-to-end learning experience, you'll sharpen your core competencies, discover hidden functionality, learn to avoid common pitfalls, and develop next-generation tracking and analysis strategies so you can understand what is helping or hindering your digital performance and begin driving more success. Google Analytics Breakthrough offers practical instruction and expert perspectives on the full range of implementation and reporting skills: Learn how to campaign-tag inbound links to uncover the email, social, PPC, and banner/remarketing traffic hiding as other traffic sources and to confidently measure the ROI of each marketing channel Add event tracking to capture the many important user interactions that Google Analytics does not record by default, such as video plays, PDF downloads, scrolling, and AJAX updates Master Google Tag Manager for greater flexibility and process control in implementation Set up goals and Enhanced Ecommerce tracking to measure performance against organizational KPIs and configure conversion funnels to isolate drop-off Create audience segments that map to your audience constituencies, amplify trends, and help identify optimization opportunities Populate custom dimensions that reflect your organization, your content, and your visitors so Google Analytics can speak your language Gain a more complete view of customer behavior with mobile app and cross-device tracking Incorporate related tools and techniques: third-party data visualization, CRM integration for long-term value and lead qualification, marketing automation, phone conversion tracking, usability, and A/B testing Improve data storytelling and foster analytics adoption in the enterprise As many as 10-25 million organizations have installed Google Analytics, including an estimated 67 percent of Fortune 500 companies, but deficiencies plague most implementations, and inadequate reporting practices continue to hinder meaningful analysis. By following the strategies and techniques in Google Analytics Breakthrough, you can address the gaps in your own still set, transcend the common limitations, and begin using Google Analytics for real competitive advantage. Critical contributions from industry luminaries such as Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne – and a foreword by Avinash Kaushik – enhance the learning experience and empower you to drive consistent, real-world improvement through analytics.

Master the essentials of using R for Business Intelligence in this practical guide. Through real-world use cases, learn to manipulate data, build predictive models, and create interactive dashboards to communicate insights effectively. What this Book will help me do Extract, clean, and analyze complex datasets for business applications. Perform advanced statistical and machine learning techniques like predictive modeling and clustering. Gain proficiency in creating interactive dashboards using R and the Shiny package. Develop real-world analytics skills that enhance decision-making processes. Integrate Business Intelligence workflows using R for operations, marketing, and finance domains. Author(s) None Gendron is an expert in data science and business analytics, passionate about teaching professionals to make data-driven decisions. With extensive experience in R programming, None has a knack for breaking down complex topics into easily digestible knowledge. Their practical approach ensures readers not only understand but can directly apply the concepts. Who is it for? This book is ideal for data analysts, business professionals, and entry-level data scientists looking to enhance their analytical skills. If you're familiar with basic R programming and aspire to derive actionable insights from data in the business context, this is the resource for you. It will also resonate with those in operations, marketing, or finance seeking to integrate data analysis into their decision-making.

Introducing Data Science teaches you how to accomplish the fundamental tasks that occupy data scientists. Using the Python language and common Python libraries, you'll experience firsthand the challenges of dealing with data at scale and gain a solid foundation in data science. About the Technology Many companies need developers with data science skills to work on projects ranging from social media marketing to machine learning. Discovering what you need to learn to begin a career as a data scientist can seem bewildering. This book is designed to help you get started. About the Book Introducing Data Science explains vital data science concepts and teaches you how to accomplish the fundamental tasks that occupy data scientists. You'll explore data visualization, graph databases, the use of NoSQL, and the data science process. You'll use the Python language and common Python libraries as you experience firsthand the challenges of dealing with data at scale. Discover how Python allows you to gain insights from data sets so big that they need to be stored on multiple machines, or from data moving so quickly that no single machine can handle it. This book gives you hands-on experience with the most popular Python data science libraries, Scikit-learn and StatsModels. After reading this book, you'll have the solid foundation you need to start a career in data science. What's Inside Handling large data Introduction to machine learning Using Python to work with data Writing data science algorithms About the Reader This book assumes you're comfortable reading code in Python or a similar language, such as C, Ruby, or JavaScript. No prior experience with data science is required. About the Authors Davy Cielen, Arno D. B. Meysman, and Mohamed Ali are the founders and managing partners of Optimately and Maiton, where they focus on developing data science projects and solutions in various sectors. Quotes Read this book if you want to get a quick overview of data science, with lots of examples to get you started! - Alvin Raj, Oracle The map that will help you navigate the data science oceans. - Marius Butuc, Shopify Covers the processes involved in data science from end to end… A complete overview. - Heather Campbell, Kainos A must-read for anyone who wants to get into the data science world. - Hector Cuesta, Big Data Bootcamp

A fresh take on financial data visualization for greater accuracy and understanding Your data provides a snapshot of the state of your business and is key to the success of your conversations, decisions, and communications. But all of that communication is lost — or incorrectly interpreted — without proper data visualizations that provide context and accurate representation of the numbers. In Visualizing Financial Data, authors Julie Rodriguez and Piotr Kaczmarek draw upon their understanding of information design and visual communication to show you how to turn your raw data into meaningful information. Coverage includes current conventions paired with innovative visualizations that cater to the unique requirements across financial domains, including investment management, financial accounting, regulatory reporting, sales, and marketing communications. Presented as a series of case studies, this highly visual guide presents problems and solutions in the context of real-world scenarios. With over 250 visualizations, you’ll have access to relevant examples that serve as a starting point to your implementations. • Expand the boundaries of data visualization conventions and learn new approaches to traditional charts and graphs • Optimize data communications that cater to you and your audience • Provide clarity to maximize understanding • Solve data presentation problems using efficient visualization techniques • Use the provided companion website to follow along with examples The companion website gives you the illustration files and the source data sets, and points you to the types of resources you need to get started.

With the increasing barrage of big data, it becomes vital for organizations to make sense of this data in a timely and effective way to improve their decision making and competitive advantage. That's where business analytics come into play. This book explores case studies from industry leaders in big data domains such as cybersecurity, marketing, finance, emergency management, healthcare, and transportation. It offers a concise guide for CEOs and senior managers, as well as for business, management, and technology students interested in this emerging field.

Ask vital questions before you dive into data Are your big data and analytics capabilities up to par? Nearly half of the global company executives in a recent Forbes Insight/Teradata survey certainly don’t think theirs are. This new book from O’Reilly examines how things typically go wrong in the data analytics process, and introduces a question-first, data-second strategy that can help your company close the gap between being analytics-invested and truly data-driven. Authors from Tamr, Inc. share insights into why analytics projects often fail, and offer solutions based on their combined experience in engineering, architecture, product strategizing, and marketing. You’ll learn how projects often start from the wrong place, take too long, and don’t go far enough—missteps that lead to incomplete, late, or useless answers to critical business questions. Find out how their question-first, data-second approach—fueled by vastly improved data preparation platforms and cataloging software—can help you create human-machine analytics solutions designed specifically to produce better answers, faster. Getting Analytics Right was written and presented by people at Tamr, Inc., including Nidhi Aggarwal, Product and Strategy Lead; Byron Berk, Customer Success Lead; Gideon Goldin, Senior UX Architect; Matt Holzapfel, Product Marketing; and Eliot Knudsen, Field Engineer. Tamr, a Cambridge, Massachusetts-based startup, helps companies understand and unify their disparate databases.

Today's Complete, Focused, Up-to-Date Guide to Analytics for Ecommerce Profit from analytics throughout the entire customer experience and lifecycle Make the most of all the fast-changing data sources now available to you For all ecommerce executives, strategists, entrepreneurs, marketers, analysts, and data scientists Ecommerce Analytics is the only complete single-source guide to analytics for your ecommerce business. It brings together all the knowledge and skills you need to solve your unique problems, and transform your data into better decisions and customer experiences. Judah Phillips shows how to use analysis to improve ecommerce marketing and advertising, understand customer behavior, increase conversion rates, strengthen loyalty, optimize merchandising and product mix, streamline transactions, optimize product mix, and accurately attribute sales. Drawing on extensive experience leading large-scale analytics programs, he also offers expert guidance on building successful analytical teams; surfacing high-value insights via dashboards and visualization; and managing data governance, security, and privacy. Here are the answers you need to make the most of analytics in ecommerce: throughout your organization, across your entire customer lifecycle.

This IBM® Redpaper Redbooks® publication presents the IBM PowerKVM virtualization for scale-out Linux systems, including the new LC IBM Power Systems™. PowerKVM is open source server virtualization that is based on the IBM POWER8® processor technology. It includes the Linux open source technology of KVM virtualization, and it complements the performance, scalability, and security qualities of Linux. This book describes the concepts of PowerKVM and how you can deploy your virtual machines with the software stack included in the product. It helps you install and configure PowerKVM on your Power Systems server and provides guidance for managing the supported virtualization features by using the web interface and command-line interface (CLI). This information is for professionals who want to acquire a better understanding of PowerKVM virtualization technology to optimize Linux workload consolidation and use the POWER8 processor features. The intended audience also includes people in these roles: Clients Sales and marketing professionals Technical support professionals IBM Business Partners Independent software vendors Open source community IBM OpenPower partners It does not replace the latest marketing materials and configuration tools. It is intended as an additional source of information that, along with existing sources, can be used to increase your knowledge of IBM virtualization solutions. Before you start reading, you must be familiar with the general concepts of kernel-based virtual machine (KVM), Linux, and IBM Power architecture.

"If you need more traffic, leads and sales, you need The Conversion Code." "We've helped 11,000+ businesses generate more than 31 million leads and consider The Conversion Code a must read." Neil Patel co-founder Crazy Egg "We'd been closing 55% of our qualified appointments. We increased that to 76% as a direct result of implementing The Conversion Code." Oli Gardner co-founder Unbounce "The strategies in The Conversion Code are highly effective and immediately helped our entire sales team. The book explains the science behind selling in a way that is simple to remember and easy to implement." Dan Stewart CEO Happy Grasshopper Steve Pacinelli CMO BombBomb Capture and close more Internet leads with a new sales script and powerful marketing templates The Conversion Code provides a step-by-step blueprint for increasing sales in the modern, Internet-driven era. Today's consumers are savvy, and they have more options than ever before. Capturing their attention and turning it into revenue requires a whole new approach to marketing and sales. This book provides clear guidance toward conquering the new paradigm shift towards online lead generation and inside sales. You'll learn how to capture those invaluable Internet leads, convert them into appointments, and close more deals. Regardless of product or industry, this proven process will increase both the quantity and quality of leads and put your sales figures on the rise. Traditional sales and marketing advice is becoming less and less relevant as today's consumers are spending much more time online, and salespeople are calling, emailing, and texting leads instead of meeting them in person. This book shows you where to find them, how to engage them, and how to position your company as the ideal solution to their needs. The business world is moving away from "belly-to-belly" interactions and traditional advertising. Companies are forced to engage with prospective customers first online—the vast majority through social media, mobile apps, blogs, and live chat—before ever meeting in person. Yesterday's marketing advice no longer applies to today's tech savvy, mobile-first, social media-addicted consumer, and the new sales environment demands that you meet consumers where they are and close them, quickly. The Conversion Code gives you an actionable blueprint for capturing Internet leads and turning them into customers. Engage with consumers more effectively online Leverage the strengths of social media, apps, and blogs to capture more leads for less money Convert more Internet leads into real-world prospects and sales appointments Make connections on every call and learn the exact words that close more sales

We've got the technology. We've got the behavioral data. We've got the content (or at least tell ourselves we do). We're all set to develop personalized experiences that knock consumers socks off and leave them begging us to take their money. Is it really that simple? If it is, why aren't more companies realizing the dream of 1-to-1 marketing? Matt Gershoff joins us to discuss how the pieces of the personalization puzzle often don't quite fall into place like we wish they would. Matt's also written a post that overlaps with our discussion: http://conductrics.com/complexity.

The digital world is shifting towards user-centric. Preferences, interests and user intent define personalised marketing campaigns. There are dozens if not hundreds of tools to execute these campaigns. The tool providers promise to match the right user from their pool to your campaign needs – the only thing you have to do is to integrate their tools on your website. However, many companies are not aware that by doing so, they are leaking valuable data to third parties. In other words, the tool providers use your data to optimise other websites and apps which could belong to direct competitors. So to fully take advantage of the user-centric data companies are collecting, it is crucial that gathered data remains where it belongs – with you.

The data we can collect for customer acquisition and life time value enhancement runs the spectrum from generic (postal code, age, gender) through behavioral (clickthroughs, pageviews, apps use) to the highly subjective (opinions, attitudes, motivations). The combination of these datasets moves us closer to getting the right message to the right person at the right time on the right device at the right frequency. Jim offers a marketing data taxonomy as the last step before handing the process over to machine learning algorithms to determine which attributes are useful at any given moment for a given purpose.

For years, the advertising industry has relied on so called creative campaigns to boost GRPs and attribute marketing program effectiveness to end of funnel sales. Digital, and more specifically analytics, has brought about promises of transparency through numbers while remaining confined to the realm of measurability. Actors, battling for budgets, are all trying to technologically trace back and attribute the spark that made that very purchase happen, call it attribution or direct, last click, first click, what ever... conversion. After years of experience in the Digital sector, René has joined Neo@Ogilvy, Ogilvy & Mather’s global media agency and performance network where he’s building an Analytics team from scratch. René will share what he’s building, moving beyond traditional site centric Digital Analytics. His challenges encompass data integrations, bringing together CRM data to fuel campaigns, being able to measure the impact of the online channel in offline sales. It’s about helping clients transform the way they use technology and transform their business.

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.