Applying Data Science and Analytics in Marketing

on YouTube ↗40m

" summary

Describes building a marketing mix model over historical spend (company example: $20M annual marketing) that uses regression and ML to forecast returns and test a planned 5x incremental spend; shows a predictive ROAS model built with Python/R, SQL and dashboards in Tableau/Power BI fed by Google Analytics, Adobe, Salesforce and Optimizely. Case study uncovers a broken Salesforce–Google Analytics integration that would have wasted a $500K campaign, and recommends real‑time monitoring, A/B tests and attribution comparisons.

AI-written summary · about

" chapters (11)

1. 0:00Introduction
2. 3:35What is Data Science
3. 6:40Marketing Mix Model
4. 18:04Data Sources
5. 20:28Measuring Success
6. 23:31Advanced Audience Targeting
7. 25:49Monitoring
8. 27:33Methodology
9. 32:47Attribution Models
10. 34:43KPIs
11. 38:13Outro

" related talks

• 17mAnalytical Marketing: Using Data to Sell MoreSilvia Casas · Women Techmakers Zaragoza 2017
• 16mRise of the Data ScientistKatrina Neal · Intelligent Content Conference 2017
• 38mContinuous Marketing Effectiveness MeasurementRahul Budhraja · Cypher 2017
• 36mML: Predictive analytics in Ad EngineeringDorota Mierzwa, Andrzej Łukaszewski · 4Developers 2020
• 08mExtracting Knowledge from Data - Case StudyBesart Kuleta · debugCon Mars 2019
• 18mBuilding Models Using Ad Sales as an ExampleAleksey Praslov · РИТ++ 2016
• 21mHow to Get Ahead in AdvertisingHelge Reikerås · satRday Johannesburg 2019
• 45mData Science 2.0: From Outputs to OutcomesBill Schmarzo · SkillUp 2021