Blog
Market Mix Vs Multi-touch Attribution Model: Which One and When?
Marketing Mix Modelling (MMM) and Attribution Modelling or Multi-Touch Attribution (MTA) are two well-known approaches used to quantify the impact of marketing and advertising activities on modelled…
CloudFlare API v4
Necessity is the mother of invention.
Until yesterday we were proud of our smart infrastructure. Every site is running not on one, but on at least two independent servers. CloudFlare provides…
LinkedIn Ad Campaign
Advertising is the engine of commerce
Thanks to generous support of LinkedIn we decided to try advertising with LinkedIn.
Follow us on LinkedIn.
Thank you.
Kind regards,
in Sydney, August 31,…
Site Reboot
There is nothing more permanent than temporary...
After almost four years it is time to update (reboot) our corporate site.
Old site is available here.
We are true to our original ideas and…
Our Story
Two data scientists created Stochastic Dominance Group Pty Ltd (aka SD Group) in the mid 2012.
After obtaining numerous Master and PhD degrees, working in business across continents and industries we…
On Loyalty Cards
We are living the future. Yet, this future is behind what, technologically, should have been already implemented. In this particular case, we are speaking about loyalty cards.
Loyalty Cards are not…
Customer Analytics vs Market Research: Who will Pop the Question?
Customer analytics and market research – the two areas that strives for better understanding of customer needs and preferences. Nevertheless, they are organised in separate departments and attract…
Do Advances in Attribution Modelling Indicate the End of Marketing Mix Models?
This post is my contribution to the discussion on Market Mix Modelling vs. Attribution Modelling and comparison of their trade-offs. Both methodologies were developed for measuring effectiveness of…
Is Big Data Analytics Like Teenage Sex: So What Does it Take to Get More Experience?
Though not very originally, I start with this unique perception of big data authored by professor of psychology and behavioural economics Dan Ariely.
Big data is like teenage sex: everyone talks…
Where Market Research Meets Customer Analytics: Make Your Segmentation More Actionable
Survey-based attitudinal segmentation maintains its strong position in the market research toolkit. It is highly valued by brand and marketing professionals. Market segmentation is considered an…
Choose the Right Model Structure for the Most Optimal Decision-Making
At the initial stages of Market Mix Modelling (MMM) projects one of the main points for discussion is the scope of modelling. Based on the project objectives, it needs to be decided what models will…
Multibuys versus Price Discounts: What Works Best for Your Promotional Strategy?
Pricing is one of the 4P’s of marketing mix. It has significant impact on the range of performance metrics, such as sales, revenues, profit and market share. While base pricing is part of broader…
Getting Budget Split Right: Media Advertising vs Price Promotion
At least once in one or two months I stumble at a blog, discussion or an analytical note which raise objections, to put it mildly, to MMM recommendation on the budget split between media advertising…
Data-Driven Media Planning - Let's Be More Forward Looking or How Not to Get Trapped in the Past
Marketing mix modelling is an effective method to identify the main drivers of modelled variable and to explain how they contributed to change. The built models help understand the interactions among…
How Much of Marketing Mix Modelling Criticism is Really Justified?
Marketing mix modelling (MMM) is one of the most prominent methods in marketing data analysis. An entire industry is built on MMM applied to guide marketers through planning their marketing…
Additive versus Multiplicative Marketing Mix Model
The note discusses the most commonly used type of marketing mix model (MMM) specifications: the additive and multiplicative models. We discuss the strength and weaknesses of each. We argue that…