Tag: data visualization
Google’s Causal Impact: Part 2 – Caution
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 […]
Google’s Causal Impact: Part 1 – Intro
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. […]
Visualizing Impact of Different Products on ROI
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 […]
