Here’s why you shouldn’t use someone else’s Attribution Model

The other day I was doing a presentation about machine learning applied to attribution models and the issues of standard attribution models: They are not based on a model that tries to represent a reality, with the higher level of certainty as possible, but on a completely discretionary decision (normally from a HIPPO, Highest Paid Person Opinion). Since they are not trying to represent the reality but to define a criteria to standarize the measurement, all the information that flows from them (Acquisition Cost, repayment period, etc) is wrong. So basically, you will be making your marketing decisions based on wrong premises. Meaning that

Continue reading »

Programmatic 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 reading »

Dennis 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

Continue reading »