I mainly focus on marketing analytics services using R/Python programming (Shiny & Quarto) and Google technologies – Google Marketing Platform (GMP) & Google Cloud Platform (GCP). Analysis may include a Shiny app in R/Python as well as Quarto documents sourced from reproducible code.
Additionally, I offer data lake development in BigQuery or Snowflake and reporting dashboards in Looker Studio, Tableau, or Power BI.
Marketing Data Collection & Dashboards
Data Collection Review/Set-up
Set-up of marketing analytics services data collection and storage, if not configured or needs adjustment/augmentation. This may mean working with IT to facilitate proper collection, storage and retrieval in marketing platforms and databases.
Marketing Mix Analysis
Review of Marketing & Ecommerce campaigns:
- Data Collection
- Performance
- Spend
KPI/Goal Strategy & Set-up
Deciding on business KPIs and goals can be confusing and difficult, but are critical to your business. I will help you to identify proper KPIs and goals, as well as identifying conversion signals.
Dashboard Creation
I will create dashboards in Looker Studio, Tableau, Power BI or Shiny that will include the KPI/Goals and the key contributors to these numbers and the tools necessary to drill into the data.
Monthly Marketing Science & Analytics Services
Custom Analysis
Beyond dashboards, ongoing analysis can provide insights and forecasts that can answer questions that dashboards cannot – digging into the data, identifying trends, and understanding the impact of various campaigns. From these monthly analysis, you will gain a better, as well as more detailed, understanding of your business on an ongoing basis from which you are able to take action.
A/B Test Analysis
It is always best practice to calculate performance statistics separate from marketing platforms (or in parallel), to understand the data in more depth. Consider how the A/B test impacts other KPIs and goals beyond its primary objective. I will help properly set-up A/B tests, document the hypothesis and provide in-depth analysis of the results.
Ongoing Marketing Mix Analysis
It is important to regularly review your marketing campaigns, as well as have a targeted optimization strategy. This should take into account the customer journey, goals, landing pages, ROI, CTR and conversion rate. I will review your marketing mix on a regular basis and report on performance as well as recommendations.
Statistical Modeling
Statistical modeling allows prediction and correlation of key variables. This is critical for understanding the customer’s lifetime value, predicting future revenues, measuring product/brand awareness, conducting multi-channel analysis, and answering business questions that reporting alone cannot address. As a monthly engagement, I’ll create models that makes the greatest measurable impact on the organization and give insights into current and future performance.
Some deeper analyses that can be conducted through modeling (using standard statistics and machine learning) include:
- KPI Forecasting
- Digital Media Mix Modeling
- Incrementality Modeling
- Customer Behavior, Segmentation & LTV
- Creation of Lookalike Models
- Demographic/Psychographic Analysis
Other Marketing Science & Analytics Services
Dataset Deep Marketing Modeling & Analysis
Sometimes you just need a deep dive into a dataset beyond anything currently provided. A one-time deep analysis can uncover valuable insights from a dataset, allowing you to make informed business decisions and optimize strategies. In addition, a deep dive into your data can help you find opportunities for the future.
Custom Marketing Modeling & Analytics App
Shiny apps are designed for easy deployment, focusing on the analysis and modeling of marketing data. They excel at sophisticated modeling and graphing that platforms like Looker Studio, Power BI, or Tableau cannot easily achieve.
Please email me at da***@da*********.com or message me on LinkedIn to discuss your needs in detail.