Our favorite data visualization tool continues to release major improvements – and we’re excited! The PMG Analytics team had an opportunity to see what Tableau has cooking for their next release at the Tableau Conference 2017. With the upcoming release of Tableau 10.5, it is increasingly apparent that Tableau is evolving from a specialty application […]
Here it is. The highly anticipated second and final installment of my two-part series on Google’s Causal Impact R package. Please try to control your excitement. In part 1, we took a general look at how the package helps marketers measure incrementality and ran through a quick toy example. Here’s a quick refresher on the […]
Incrementality. It’s one of the toughest things to tackle in digital analytics. “How many incremental conversions did that branding campaign drive?” “How many additional clicks did we drive by implementing that new Adwords feature?” The most common solution is a simple lift analysis: calculate the difference between the average conversions before and after the intervention. […]
You’re wanting to look at ROI by product over time against your goal, and you want to do more than show a data table. You want to come up with a way to visualize the data that’s meaningful and easy to understand. Naturally, you start by plotting a line graph of ROI over time with […]