Offline to Online: First step to understanding ROPO with the probabilistic approach

Digital marketers today are haunted by one preoccupation: being able to tell their CFO “this is how much we’ve spent on digital advertising, and here’s exactly what it represents in sales”. But how does one prove the existence and measure the link between digital investments and in-store sales, between online and offline worlds?

Machine learning in a nutshell

The principle goal of machine learning is to automate common tasks, with the help of computers. To do so, machine learning algorithms try to mimic human learning based on a mathematical model. What is common to humans (e.g. recognising a face, lacing one’s shoes) is in fact a set of highly complex tasks for a machine.

OK Google! ...What happened in marketing and advertising in 2017?

Is it safe to say that 2017 was a pivotal year for the world of marketing and advertising? We’ve outlined six trends that marked the past year that you’ll likely be hearing more about in 2018. As the year begins, it’s a good time to think about current concerns in the industry, and to fully understand new trends!

The mysteries of advertising on Amazon, revealed

Though Amazon's range of advertising products is increasingly sophisticated, few media agencies have developed the expertise needed for these new targeting capabilities and ad inventories. We met with fifty-five’s Global Director Media, Hugo Loriot, who lifts the veil to reveal the mysteries behind advertising on Amazon.

How we predicted the box-office revenue of "The Dark Tower”

Netflix is well-known for its data-driven approach to content creation, as seen with by the success of the $100m production “House of Cards” and Oscar-winning documentary “The Square”. This video-on-demand service provider, which disrupted the market in recent years, can rely on the data its 104 million subscribers generate. But who says you need 104 million subscribers to predict the success of a movie?

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Publication

Lan Anh Vu Hong

Crédits photo

Mats Carduner, Adobe Stock & Unsplash

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