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Blog Articles

How Automated Machine Learning helped reshape the future of Marketing

Posted by Ramla Jarrar on March 26, 2019

In the midst of the Digital marketing era, it is crucial for marketers to evaluate their marketing performance. The marriage between marketing and data science provided a whole range of possibilities for decision-makers. However, the information age is swift and dynamic. Trends have shorter lifespans than ever before. Media channels ...

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Posted by Sirine Karray on March 12, 2019

Marketing Attribution is the methodology used by marketers to measure the impact of their media and marketing activities. In other words, marketing attribution is about attributing each income/outcome stream to the right source of impact while taking into consideration synergy and saturation effects.Marketing mix modeling (MMM) and multitouch ...

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Is Augmented Analytics a solution to the data scientists’ gap?

Posted by Ramla Jarrar on Dec. 20, 2018

The exponential growth in data generated around the world has made Data Scientists one of the most valuable currencies in the job market, but probably one of the most expensive assets for organisations to acquire.Conversely, according to Gartner “By 2025, a scarcity of data scientists will no longer hinder ...

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Is MTA sliding into the Trough of Disillusionment?

Posted by Ramla Jarrar on Nov. 13, 2018

Immersed in the digital era and flooded by multiple streams of data, marketers turn to attribution and marketing mix modeling to have a better understanding of their performance and improve the effectiveness of their marketing efforts.Embracing new measurement tools, methods and techniques is the way to gain momentum in ...

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Data Science and Marketing, time to close the gap

Posted by Sirine Karray on Oct. 2, 2018

Information Age, Digital Revolution, the Era of Digitalisation, the Rise of Digital Economy… are all different terms that came to describe the natural outcome of the increasing adoption of technology. Smartphones are considered to be the main contributor to this growing trend. According to eMarketer’s forecast, mobile will be ...

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