Sri Srikanth

The game is afoot – and this time around, it pits marketing automation tools against data science driven data products. Specialized digital marketing service providers against dyed-in-the-wool data geeks. Campaign management tools versus correlation driven, random forest, gradient boosting, da…

The recently concluded Predictive Analytics World 2014 in Boston, Massachusetts, was chock full of insights from organizations who have successfully implemented analytics in a variety of settings. A few points stood out and I will attempt to capture them here: 1. Focus on ROI measures:  This is spok…

The subject of fragmented channels, which is fragmenting audiences, has been written about frequently. Advertisers though, secretly still long for the “glorious” days of focusing on just a few major channels and is one of the reasons why the rare shows that can predictably garner mass au…

Baseball has long been dubbed ‘America’s favorite pastime‘ – but baseball owners sure do wish some of that time is spent watching the game from stadiums as opposed to in-front of television and smartphones. Of course some of the storied franchises such as the Red Sox and Yank…

It is always interesting how commonly understood terms turn into nuanced expressions in the hands of specialists – whether they be lawyers, accountants, doctors – or indeed data analysts and statisticians. One pair of expressions in this regard is likelihood and probability – which…

The worlds of Digital Analytics and Marketing Analytics have frequently led somewhat independent lives – with the Digital Analyst spending time looking at digital channels (web/mobile/social), reading out metrics, understanding conversion rates, focused on conversion funnels, A/B and multi-var…