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Machine Learning/Predictive Modeling Articles

Ignite vs. Marketing Analytics Jumpstart: Simplifying Data Modeling for Modern Marketers

Ignite vs. Marketing Analytics Jumpstart: Simplifying Data Modeling for Modern Marketers

Today’s marketers face the unenviable challenge of reconciling two critical needs: The ability to gain actionable insights from first-party data, and The need for…

4-minute read
The Need for Speed: Balancing Precision and Agility in Modeling Marketing Data

The Need for Speed: Balancing Precision and Agility in Modeling Marketing Data

In today’s digital marketing landscape, the ability to quickly adapt to changing consumer behavior is paramount. Data-driven insights fuel effective campaigns, but how organizations…

4-minute read
Ignite Your Analytics: Deploy Data Models Before You Finish This Article

Ignite Your Analytics: Deploy Data Models Before You Finish This Article

Last week, we held our annual AdTech Unlocked conference at Google UK. It was designed as an interactive journey through the evolving world of…

3-minute read
The Evolution of Marketing Mix Models: Regression-Based Attribution, Machine Learning, and a Culture of Experimentation

The Evolution of Marketing Mix Models: Regression-Based Attribution, Machine Learning, and a Culture of Experimentation

In the current marketing landscape, demonstrating the effectiveness of marketing initiatives poses significant challenges for professionals across the field. The Fall 2023 CMO Survey…

8-minute read
Planning for Success: Harnessing Predictive Analytics and Machine Learning for the 2024 Holiday Season

Planning for Success: Harnessing Predictive Analytics and Machine Learning for the 2024 Holiday Season

The holiday season is a make-or-break period for many brands, underscoring the need for a comprehensive, sophisticated, and adaptable digital marketing strategy. With advancements…

8-minute read
Advanced Analysis Techniques in Google Analytics 4: How to Use AI-Powered Insights and Predictive Analytics for Effective Marketing

Advanced Analysis Techniques in Google Analytics 4: How to Use AI-Powered Insights and Predictive Analytics for Effective Marketing

AI-powered insights and predictive analytics are revolutionary tools reshaping the modern marketing landscape. These advanced analytics techniques, particularly prominent in Google Analytics 4 (GA4),…

8-minute read
Harnessing AI & Predictive Analytics for the 2023 Holiday Season

Harnessing AI & Predictive Analytics for the 2023 Holiday Season

Advancements in AI in 2023 have made it possible for brands to unlock many benefits, from greater efficiencies to deeper insights to media optimization….

7-minute read
Privacy-Focused Attribution Modeling: Steps to Approach Attribution Challenges

Privacy-Focused Attribution Modeling: Steps to Approach Attribution Challenges

With the launch of Google Analytics 4 (GA4) and the sunsetting of Universal Analytics, we have been working closely with our partners to ensure…

5-minute read
Attribution Modeling for Beginners: Two Approaches to Attribution

Attribution Modeling for Beginners: Two Approaches to Attribution

Attribution modeling is a process of assigning credit to particular marketing channels for the performance of an ad campaign. This means that if you…

3-minute read
How to Use Predictive Audiences to Increase Return on Ad Spend

How to Use Predictive Audiences to Increase Return on Ad Spend

Predictive audience methods are a powerful tool for increasing ROAS. By using predictive audience methods, you can target your marketing to the exact people…

4-minute read
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