marketing analytics

DataFunSummit

Jun 22, 2024 · Artificial Intelligence

Applying Causal Inference and Uplift Modeling for User Growth: Concepts, Methods, and Practice

This article introduces causal inference fundamentals, distinguishes correlation from causation, reviews major methodological streams, and demonstrates how uplift and gain models—implemented with T‑learner, S‑learner, and tree‑based approaches—can be applied to user growth and marketing scenarios, including evaluation metrics and future challenges.

A/B testingUplift Modelingcausal inference

0 likes · 14 min read

Applying Causal Inference and Uplift Modeling for User Growth: Concepts, Methods, and Practice

Test Development Learning Exchange

Jan 26, 2024 · Artificial Intelligence

Data Mining Techniques for Marketing: Customer Segmentation, Purchase Prediction, Recommendation, and More with Python

This article introduces ten data‑mining applications for marketing—including customer segmentation, purchase forecasting, market‑basket analysis, churn prediction, sentiment analysis, response modeling, recommendation systems, brand reputation, competitive analysis, and public‑opinion monitoring—each illustrated with concise Python code examples.

Data Miningcustomer-segmentationmachine learning

0 likes · 11 min read

Data Mining Techniques for Marketing: Customer Segmentation, Purchase Prediction, Recommendation, and More with Python

DataFunTalk

Sep 30, 2023 · Big Data

Building a Marketing‑Oriented Data Middle Platform: Concepts and Practices

This article outlines how a marketing‑focused data middle platform can be constructed by integrating online and offline behavior data, business data, and third‑party sources, then applying data integration, modeling, processing, and application capabilities to enable data‑driven user journeys and personalized marketing strategies.

Big DataData ModelingData Platform

0 likes · 13 min read

Building a Marketing‑Oriented Data Middle Platform: Concepts and Practices

DataFunSummit

Jan 29, 2023 · Big Data

User Profiling: Development Process and Applications in Data Intelligence

The article explains how user profiling—labeling users' habits, behaviors, and attributes—serves as the foundation for big‑data‑driven personalized recommendation, advertising, and intelligent marketing, and outlines a step‑by‑step development workflow from tag design to service deployment.

Big DataTaggingdata intelligence

0 likes · 5 min read

User Profiling: Development Process and Applications in Data Intelligence

Liulishuo Tech Team

Nov 23, 2022 · Product Management

Understanding and Estimating Lifetime Value (LTV) in Business: Concepts, Methods, and Applications

This article explains the concept of Lifetime Value (LTV), presents a two‑step estimation method based on purchase pathways, evaluates model accuracy with real data, and discusses practical applications such as acquisition guidance, fine‑grained operations, and product iteration decisions.

CACCustomer Lifetime ValueData Modeling

0 likes · 7 min read

Understanding and Estimating Lifetime Value (LTV) in Business: Concepts, Methods, and Applications

Ctrip Technology

Oct 13, 2022 · Fundamentals

Causal Inference with Propensity Score Matching for Marketing Campaign Value Evaluation

The article explains how causal inference, particularly Propensity Score Matching, can be used to control confounding factors and accurately estimate the incremental value of a marketing campaign when randomized experiments are infeasible, illustrating the method with a real Ctrip project case study.

causal inferencemarketing analyticsobservational study

0 likes · 15 min read

Causal Inference with Propensity Score Matching for Marketing Campaign Value Evaluation

High Availability Architecture

Aug 5, 2022 · Big Data

Innovative Marketing Practices on the Cloud: How an Intelligent Data Lake Enables Flexible and Efficient Marketing Capabilities

The presentation details how Amazon Web Services’ intelligent data lake architecture integrates big data and machine learning to overcome marketing challenges, improve data governance, and provide scalable, real‑time analytics for personalized, data‑driven marketing across enterprises.

AWSBig DataCloud Computing

0 likes · 13 min read

Innovative Marketing Practices on the Cloud: How an Intelligent Data Lake Enables Flexible and Efficient Marketing Capabilities

Alimama Tech

Feb 23, 2022 · Artificial Intelligence

Augmented Analytics and Alibaba Mama's AutoInsight System: Concepts, Architecture, and Applications

The article explains Gartner’s augmented analytics paradigm—automating data preparation, insight discovery, and sharing via AI/ML—and details Alibaba Mama’s AutoInsight system, whose four‑layer architecture delivers automated anomaly detection, metric contribution analysis, personalized recommendations, and real‑time warnings, illustrated through advertising and mobile placement use cases, highlighting its potential to boost marketing efficiency and insight automation.

AIBusiness Intelligenceaugmented analytics

0 likes · 14 min read

Augmented Analytics and Alibaba Mama's AutoInsight System: Concepts, Architecture, and Applications

Alimama Tech

Feb 16, 2022 · Big Data

Target Group Discovery: Framework, Models, and Case Study

The article presents a target‑group discovery framework that combines goal definition, rule‑or model‑based segmentation, tiered metrics, benchmarking and quadrant analysis to identify and characterize advantageous, problematic, or weak consumer, product, or merchant sub‑groups, illustrated by a FMCG e‑commerce case study diagnosing high‑share, low‑growth categories.

BenchmarkingBig Datadata segmentation

0 likes · 13 min read

Target Group Discovery: Framework, Models, and Case Study

DataFunTalk

Jan 30, 2022 · Fundamentals

Understanding and Building User Profiles: Definitions, Dimensions, Tagging, and Business Applications

This article explains the concept of user profiling, outlines common dimensions and tag structures, discusses its importance in marketing, finance and product design, and provides a step‑by‑step methodology for constructing, modeling, and applying user profiles in real‑world scenarios.

Artificial IntelligenceBig Datacustomer-segmentation

0 likes · 24 min read

Understanding and Building User Profiles: Definitions, Dimensions, Tagging, and Business Applications

Alimama Tech

Dec 15, 2021 · Big Data

Channel Attribution Analysis: Touchpoint Path and Combination Models

The article explains how marketers can move beyond last‑click attribution by using touchpoint path and combination models to quantify each channel’s role, visualize journeys, assess overlap and efficiency, and analyze frequency effects, enabling data‑driven channel‑mix optimization and budget allocation.

channel attributioncombination modelconversion efficiency

0 likes · 14 min read

Channel Attribution Analysis: Touchpoint Path and Combination Models

Alimama Tech

Dec 8, 2021 · Big Data

Marketing Channel Attribution Models and Conversion Effectiveness Evaluation

Effective marketing budget allocation relies on robust channel attribution models that combine dimensions, metrics, and segmentation with rule‑based or data‑driven (Shapley) credit assignment across defined attribution windows, enabling multi‑touch analysis, conversion‑time insights, and ROI‑focused channel performance evaluation.

Big DataROIShapley value

0 likes · 16 min read

Marketing Channel Attribution Models and Conversion Effectiveness Evaluation

Alimama Tech

Nov 24, 2021 · Big Data

Consumer Behavior Analysis Models: Path, Funnel, Retention, and Lifetime Value

The article explains how brands can leverage comprehensive consumer‑behavior analysis—using path, funnel, retention, and lifetime‑value models—to integrate multi‑channel data, visualize user journeys, identify conversion bottlenecks, track ongoing engagement, and quantify revenue impact, enabling data‑driven product and marketing optimization.

consumer behaviordata analysisfunnel model

0 likes · 14 min read

Consumer Behavior Analysis Models: Path, Funnel, Retention, and Lifetime Value

DataFunTalk

Aug 25, 2021 · Big Data

Marketing Effectiveness Analysis with ClickHouse at Tencent Games

This article presents Tencent Games' marketing effectiveness analysis workflow, describing the business background, multi‑dimensional analytical challenges, the evolution of their data stack from MySQL to ClickHouse, practical optimizations, experience sharing on hotspot handling, Zookeeper usage, bottlenecks, migration, and future plans for broader ClickHouse adoption.

Big DataClickHouseData Engineering

0 likes · 11 min read

Marketing Effectiveness Analysis with ClickHouse at Tencent Games

DataFunTalk

Feb 9, 2021 · Big Data

Design and Implementation of a Full‑Chain Marketing Data Product at NetEase Yanxuan

This article details NetEase Yanxuan's business background, market characteristics, data product requirements, and the end‑to‑end design of a full‑chain marketing data product, covering attribution, metric evaluation, analysis frameworks, scenario‑based recommendations, and practical Q&A for data‑driven growth.

AttributionBig DataMetric Evaluation

0 likes · 18 min read

Design and Implementation of a Full‑Chain Marketing Data Product at NetEase Yanxuan

Beike Product & Technology

Sep 26, 2020 · Artificial Intelligence

Uplift Modeling for Intelligent Marketing: Concepts, Methods, Evaluation, and Business Applications

This article introduces uplift (incremental) modeling as a causal inference technique for intelligent marketing, explains its mathematical formulation, compares response and uplift models, describes various modeling approaches such as two‑model, one‑model, and label‑transformation methods, outlines evaluation metrics like Qini and AUUC, and demonstrates practical deployment in a real‑world real‑estate platform.

A/B testingQini curveUplift Modeling

0 likes · 21 min read

Uplift Modeling for Intelligent Marketing: Concepts, Methods, Evaluation, and Business Applications

Architects' Tech Alliance

Apr 28, 2019 · Big Data

Marketing Data Middle Platform: Definition, Benefits, Architecture and Technical Innovations

This article explains the concept of a marketing data middle platform, its origins, the expectations of advertisers, how it differs from traditional data warehouses, the technical challenges of data governance, analysis and real‑time output, the role of knowledge graphs, system architecture, data sources, and the three main forms—Data Lake, CDP and DMP—offering a comprehensive overview for marketers and data professionals.

Big DataCDPDMP

0 likes · 18 min read

Marketing Data Middle Platform: Definition, Benefits, Architecture and Technical Innovations

Architects' Tech Alliance

May 24, 2017 · Big Data

Customer Segmentation: Processes, Best Practices, Common Mistakes, and an RFM Model Case Study

This article provides a comprehensive overview of customer segmentation, detailing its definition, multi‑dimensional challenges, seven implementation guidelines, five systematic steps, ten frequent pitfalls, and a practical RFM model case study using big‑data mining techniques.

Big DataClusteringData Mining

0 likes · 16 min read

Customer Segmentation: Processes, Best Practices, Common Mistakes, and an RFM Model Case Study