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The 100: DataSong Reaches a Milestone

The 100 logo

DataSong has hit a milestone: Eleven years after Founder & CEO John Wallace started the company as Employee #1, we have hired the 100th DataSinger of all time! Lucky #100 is Michael Wolman, a full-time MBA candidate at the McCombs School of Business at UT Austin, who is working in the San Francisco office this summer as our marketing intern. A few weeks later, we added #101, consultant Matt Jacobson, a decision science analyst from the University of Colorado.

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Which is better for your company: Marketing Mix Models or Attribution?

MMM v attribution resized 600

The first successful Marketing Mix Models (MMM) were pioneered by CPG companies at the advent of the bar code scanner. Analysts and researchers developed and applied econometric models to deepen the insights of what marketing worked and didn’t.

What You’ll Never See Using Channel-Level Attribution

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Attribution modeling is, at its core, an analysis of the co-occurrence of events. This makes intuitive sense – if each purchase was only affected by one channel, there would be nothing to attribute! From your own everyday experience, you’ve been exposed to emails, catalogs, display ads, social media, tv… with each playing a different role in influencing your purchases.

How Big Data is Transforming the Analyst

learn to live with noise
The changing Face/Phase of an Analyst

With the advent of enabling trends such as Big Data, Digitization and Real-Time technology, the analytics landscape has been undergoing quite a transformation over the last couple of years. Previously, being armed with a mix of strong programming capabilities and statistical knowledge would have put someone in a good stead to serve as an analyst. And a good one at that!

Get to Know the DataSong Team: Senior Consultant Antoine St-Pierre

Antoine St Pierre

Get to know our team at DataSong. This week we talk with Senior Consultant Antoine St-Pierre about working with our clients.


Download Webinar: Using Time to Event Models for Prediction and Inference


Event-Triggered Marketing: Real World Examples

Engage customers at the right time

Smart businesses can use Event-Triggered Marketing in many ways – to encourage a purchase, engage repeat purchasers, nurture a prospect, drive store traffic, and support customer service. Finding the best triggers to drive your business will depend greatly on who your customer is, how you engage with them, and your diligence in testing different triggers, audiences, and messaging.

Encourage a purchase

Customers appreciate emails that are helpful and relevant. Here are a few examples of how to encourage purchasing behavior:

Why ONLY Attributing Revenue to Marketing Treatments is a Bad Idea

marketing does not deserve all the credit

Sure, at first glance it makes sense. Attributing revenue to all the marketing channels that you spend money on seems to make sense if you are trying to calculate ROI. It will also eliminate the issue of double-counting sales across marketing channels. However, this methodology ignores all of the other important factors that drove a customer’s purchase and only gets you part of the way there. It doesn’t answer the question of: What's the incremental portion of sales that marketing drove and what were the other revenue drivers?

Get to Know the DataSong Team: CTO Brandon Mason Talks Big Data

brandon headshot

Get to know our team at DataSong. This week we talk about Big Data with our CTO, Brandon Mason

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Comparing Revenue Attribution Methodologies: What to Look For

actionable and accurate

Unless you are already familiar with revenue attribution and are fairly technical/analytical, knowing what to look for when comparing competing offerings can be daunting. Many companies will show flashy dashboards and other eye candy, but talk very little about the underlying methodology. Sure, whatever methodology they are using may be better than double counting sales or the last touch method you are using currently, but is it accurate or actionable?

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