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In the bygone era of horse and carriage, a ‘dashboard’ was the protective structure installed to deflect mud, rocks, and other debris that were dashed up by the hooves of the horses. It served to provide the riders with a clear, unobstructed view of their path. Today, in the digital era, the concept of a…
In the ever-evolving digital landscape, businesses are continually striving to improve their online presence and maximize their return on investment (ROI). One essential aspect of this endeavor is conversion rate optimization (CRO), the systematic process of increasing the percentage of website visitors who take the desired action, whether it’s making a purchase, filling out a…
It’s no secret that customer journeys have changed. Gone are the days of a simple, linear route to conversion. Now, user journeys consist of multiple crisscrossing touchpoints that require careful tracking and analysis. In response to this, media mix modeling (MMM) has become an increasingly popular way to understand the correlations between ad spend and…
Good news: You’ve decided to abandon last-click attribution measurement and made a firm resolution this year to step up your media attribution analysis game. Was losing third-party cookies and your ability to measure channel performance the reason? Or, you’re just think it’s time to change the way you’re evaluating upper funnel media, then media mix modeling…
Brands use data to tell a story and derive insights. But what if you started using your data to illuminate the path forward? Listen to Dan Temby, President of Proove Intelligence on the Modern CTO podcast discuss how putting more trust into your data and getting buy-in from executives can lead to better data-driven decisions…
Knowing how long a customer is likely to remain a customer is a prerequisite to effectively model lifetime value, manage resources, and calculate target costs per acquisition. As an added bonus, understanding the factors that influence customer churn can reveal priceless opportunities to optimize performance. There’s little doubt that survival analysis is a useful tool…