Industry Spotlight: Customer Segmentation

Are you "young and rustic?" Or perhaps a "toolbelt traditionalist?" These are nicknames given to customer segments identified by market research firm Claritas, with its statistical clustering tool. Long before the advent of individualized product recommendations, business sought to segment customers into distinct groups on…

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Job Spotlight: Digital Marketer

A digital marketer handles a variety of tasks in online marketing - managing online advertising and search engine optimization (SEO), implementing tracking systems (e.g. to identify how a person came to a retailer), web development, preparing creatives, implementing tests, and, of course, analytics. There are…

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How Google Determines Which Ads you See

A classic machine learning task is to predict something's class, usually binary - pictures as dogs or cats, insurance claims as fraud or not, etc. Often the goal is not a final classification, but an estimate of the probability of belonging to a class (propensity),…

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Course Spotlight: Customer Analytics in R

"The customer is always right" was the motto Selfridge's department store coined in 1909. "We'll tell the customer what they want" was Madison Avenue's mantra starting in the 1950's. Now data scientists like Karolis Urbonas help companies like Amazon (where he works in Europe as…

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Be Smarter Than Your Devices: Learn About Big Data

When Apple CEO Tim Cook finally unveiled his company's new Apple Watch in a widely-publicizedrolloutearlier this month, most of the press coverage centered on its cost ($349 to start) and whether it would be as popular among consumers as the iPod or iMac. Nitin Indurkhyasaw…

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