Using data to science the s**t out of marketing

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OK, so we may not be stranded on the Red Planet facing the life or death dilemma of how to harvest astrobiological potatoes in order to survive, but to some marketers, making sense of all their data can feel like a challenge of a comparable weight.

In my latest Martech Today article, I share with you ten ways to use data to “science the s**t” out of marketing using the latest data science and machine learning techniques. You can check it out here.

The article touches upon a selection of powerful data science approaches that we’ve developed and executed for clients, and covers ten key data science concepts, including forecasting with machine learning, churn analysis to aid in customer retention, media mix modeling and more.

David Booth

David is a founding partner and principal consultant at Cardinal Path, as well as an author, instructor, adjunct professor, and regular speaker. As a consultant, David has advised and worked with companies and organizations across five continents in web analytics and business intelligence, statistical analysis and testing, technology selection and deployment, and online & search marketing. David is the author of Google AdWords Essential Training (Lynda.com, 2011) and Google Website Optimizer Essential Training (Lynda.com, 2010) and served as a technical editor of Performance Marketing with Google Analytics (Wiley, 2010) and Google Analytics Essential Training (Lynda.com, 2011). He is currently working on yet another project to be published in the Spring of 2012, and he teaches a masters level course on web analytics and online marketing at the Monterey Institute of International Studies. As an instructor and speaker, David has keynoted numerous events and has led seminars and sessions focused on digital analytics and search & conversion marketing all around the world for audiences ranging from C-level executives to technical implementation teams. He has been involved in web application development as an engineer and consultant since the late 1990's, beginning his career with Intel Corporation. He was a founder and partner at WebShare, LLC through its merger, and spent two years with the United States Peace Corps developing and deploying websites and web applications to attract grants and international aid for Guatemalan NGOs and local development organizations. David earned his Master of Business Administration in International Management from the Monterey Institute of International Studies and holds a B.S. in Electrical and Computer Engineering from the University of Illinois at Urbana-Champaign.