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 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 readingHumans vs computers and the consciousness challenge.
Some time ago I was invited to the Webcongress Colombia to talk about the future of Data and how Data can transform the world. It was more than 1,300 professionals expecting to talk about the latest advances in technology. Most of the people I was talking with was really optimistic about what a computers can (and can’t) do. My normal answer is “Computers are stupid and bureaucratic at creating but they work amazingly good at repeating things. On the opposite humans really good at creating but very clumsy at repeating things”. As I wrote in my book Meta Analytics, repetitive
Continue readingIT’S NOT YOU…IT’S ME
Computers are great in repeating while humans are very fool on doing that. On the other hand, humans are awesome creating while Computers are completely handicap on that field. Normally we tend to think that some day will appear an analytics solution that will do anything for us, even making decisions. We try to think and behave as computers instead of taking advantage of our Human Nature. We try to assign unanimated things the human status. The thing is, computers can make decisions on new events. When something that never happened before appears computers are not able to deliver an efficient insight. Your Web Analytics Solution will only able to provide
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