I remember that during the first wave of internet we tried to replicated the physical world but inside the browser. So buying cloths online was supposed to be like being in the store, which at that time was just impossible. It wasn’t until the second internet wave (after the crash of the first bubble) that we realized that internet won’t be or supposed to be like the real world. Actually it was able to be better but in a different way. During this second wave was where companies like Amazon came to make a revolution in the way we shop,
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The Big Mac effect in technology
We can say a lot of things about internet, but can’t say that is not responsible for making regular civilians a little geeks. After internet, no matter your age, sex, or profession, people is involved in technology. If you work in marketing, you know about technology, if you work in finance you know about technology, if you work in logistics, you know about technology. The problem is that, as you can imagine, not all of us are experts in everything, and that’s alright. The problem is that at some point it seems that we don’t know exactly what we don’t
Continue readingDigital Revolution winners and losers
The digital revolution has begun to show us its results, and the winner is… It’s incredible how everything had changed since I started writing this blog more than a decade ago and is not because the human is bringing some new behavior to the table, as a matter of fact there’s nothing new (really new) under the sun. It’s just basically that everything that we use to do in analogical way is getting digital, and it’s not just “a different way”. It’s actually way more than that, probably like a revolution and like in any other revolution there are winners
Continue readingHere’s why you should develop your own Attribution Model
The good news is that an Attribution model can be a fantastic insight source that can make you generate a huge impact in your company’s bottom line. The bad news is that the impact can be amazingly good or bad, too bad. As you can imagine our industry works similar than any other industry. Standards are set by the market leaders. The most used solution for Analytics in the world is Google Analytics, ergo, the set standard is, as you can imagine, Googlecentric. So Google was telling us that last click is the standard unless, of course, Adwords is involved
Continue readingProgrammatic Buying behind the scene
Following the previous post about what computers can and can’t do, let’s go to the specifics. Fortunately during the last years it has become clear that Data Science has huge capabilities for changing the way we are doing business. One of those cases is programmatic buying. The programmatic platforms have completely changed the way brands invest their media budget and optimize their results. However it is really important to understand that’s behind the scenes in order to really understand what can and what can’t expect from Programmatic buying. What’s programmatic buying: Programmatic buying refers to the technology that allow investing the media budgets through real time
Continue readingDennis Mortensen’s Visual Revenues secures Series A seed founding
Yesterday I’ve received great news from Dennis Mortensen (Remember, the guy from Indextools, acquired by Yahoo!, today Y!WA), a guy that I admire for his great and pragmatic analytical mind. His company Visual Revenue secured Series A seed founding for USD512k led by Lerer Ventures, SV Angel, Kima Ventures and NYC Seed and joined by 10 individual Angel investors. The investment will be used to accelerate product development of company’s Predictive Analytics Platform for Media Visual Revenue offers media companies a first-of-its-kind Front Page Decision Support System for online Editors. The solution, which can predict the performance of a piece of content about 15 min. into the future, provides real-time recommendations on what
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