Author Archives: Matt Gershoff

Easy Introduction to AB Testing and P-Values

A version of this post was originally published over at Conversion XL For all of the talk about how awesome (and big, don’t forget big) Big data is, one of the favorite tools in the conversion optimization toolkit, AB Testing, is decidedly small data. Optimization, winners and losers, Lean this that or the other thing, at […]

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Predictive Targeting: Managing Complexity

Personalization, one to one, predictive targeting, whatever you call it. Serving the optimal digital experience for each customer is often touted as the pinnacle of digital marketing efficacy. But if predictive targeting is so great, why isn’t everyone doing it right now?   The reason is that while targeting can be incredibility valuable, many in […]

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Big Data is Really About the Very Small

Awhile back I put together a fun list of the top 7 data scientists before there was Data Science. I got some great feedback on others that should be on the list (Tukey, Hopper, and even Florence Nightingale). In hindsight I probably should have also included Edgar Codd. While at IBM, Codd developed the relational […]

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AB Testing: When Tests Collide

Normally, when we talk about AB Tests (standard or Bandit style), we tend to focus on things like the different test options, the reporting, the significance levels, etc.  However, once we start implementing tests, especially at scale, it becomes clear that we need a way to manage how we assign users to each test.  There […]

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The World’s Top 7 Data Scientists before there was Data Science

I am often a bit late to the party and only recently saw Tim O’Reilly’s “The Worlds’ 7 most powerful Data Scientists”. As data science has become a big deal, there have been a several top data science lists that have been floating around. So for fun, I thought I would put together my own […]

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Big Data or Big Distraction

Contrary to what you have heard, the unfolding technological transformation we are witnessing isn’t really about data, not directly at any rate. It’s not that data isn’t important, but the focus on data is obscuring the real nature of change, which is the transition from a world driven by essentially static and reactive systems to […]

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Intelligent Agents: AB Testing, User Targeting, and Predictive Analytics

Whether you are in marketing, web analytics, data science, or even building a Lean Startup, you probably are on board with the importance of analytical decision-making.  Go to any related conference, blog, meet up and you will hear at least one of the following terms: Optimization, AB & Multivariate Testing, Behavioral Targeting, Attribution, Predictive Analytics, […]

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List of Machine Learning and Data Science Resources – Part 2

This is a follow up to a post to the list of Machine Learning and Data Sciences resources I put up a little while ago. This post contains some links to resources on clustering and Reinforcement Learning that I didn’t get to in the first post. Like the first one, it’s a bit haphazard, and […]

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A List of Data Science and Machine Learning Resources

Every now and then I get asked for some help or for some pointers on a machine learning/data science topic.  I tend respond with links to resources by folks that I consider to be experts in the topic area.   Over time my list has gotten a little larger so I decided to put it all […]

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Decision Attribution for Multi-Touch Optimization

Right now online advertisers and marketers have a lot of interest in attribution analysis.  Marketers are struggling to determine the impact of each individual campaign, across various channels, that make up their online marketing efforts.  While they can discern the aggregate effects, it is much more difficult to disentangle the individual effectiveness from any given […]

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