Kaggle, the ML competitions platform, is turning into a general purpose data science and analytics tool. You can't expect to have it all from a free tool, but there is fair number of use cases that it handles reasonably well including some related to marketing analytics. In this post I cover these use cases with specific examples specifically from the field of marketing.
Published in the ConversionXL blog
Digital analytics Thessaloniki is one of the most popular and active tech meetups in the city. I had the opportunity to talk about my experience taking part in the Kaggle competition with Google Analytics data. The focus of this talk wasn't so much the competition itself but rather all the benefits that a digital analyst can get from using Kaggle - and these days Kaggle doesn't mean only competition, there is actually much more than that involved.
v2.0 of this talk was presented in MeasureCamp London
v3.0 presented in Measurecamp Dublin
My takeaways from taking part in the 1st Kaggle competition having Google Analytics data as raw material.
Published on medium, with the Innovation Machine magazine:
My blogpost for the Sept '18 London MeasureCamp event.
In this blog post we will exclusively look at the question from the perspective of a digital analyst. We will consider the workflows and types of tasks that are typically involved in this field. Of course, digital analysts can serve different roles, so we will look at a couple of different scenarios.
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"Growth Analytics: Evolution, Community and Tools" with emphasis on Google Analytics (and its API), including examples of how web analysts and data scientists can use this rich source of data for analysis and applications.
Exploring the Meaning of AI, Data Science and Machine Learning with the latest Wikipedia Clickstream
Can we use data and analytical methods to capture the meaning and semantic context of these terms ? Thanks to the recently open sourced wikipedia clickstream dataset and network analysis tools, some interesting associations between the terms are surfaced.
Originally published on medium for the towards data science magazine.
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In this article I cover all steps necessary for Google Analytics data to be ready for data science exploration and modeling.
The goal is to propose a framework that serves as a guide, especially for analysts exploring new ways to perform analytical work with their GA data.
Originally published on linkedin pulse.
This talk provides an overview of clickstream analysis and presents an example of using Markov chains to model the clickstream and provide transition probabilities from any page to any other. It also shows how to predict the user's next click given the sequence of previous page requests.
This talk proposes ways in which analysts can work with the Google Analytics API methodologically, from accessing the data to selecting the right metrics and dimensions and implementing those algorithms which tend to play nicely with Google Analytics data.
This article summarises recent developments in the Google Analytics landscape that enable working with data mining and machine algorithms with Google Analytics data as input.
Originally published on linkedin pulse.
My thesis explores ways in which google analytics can be used as a data sources on top of which applications of statistical analysis and data mining can be developed.
It includes literature review around the theme of predicting consumer behaviour online.
Link to thesis on slideshare
During the studies I also wrote a paper titled "The impact of search ads on organic search traffic using nonparametric statistics and time series analysis", also available on slideshare (note that this is personal work for college classes and it is not peer-reviewed nor published).
Niche bloggers up to multinational corporations, they are all interested in monitoring their web traffic and its patterns across time.
Google Analytics is the most widely used solution to keep track of this type of data. It provides a UI for a wide range of reports and possibilities for various types of visualizations.
Moreover, the availability of the Analytics API coupled with the corresponding R packages can now give more options for custom web analyses.
The talk covers the following :
• What is web analytics ? How it works ?
• Interfacing with the Analytics Reporting API via an R package (RGA)
• Practical analytics applications with R
Paper based on my master's thesis for the 44th Hawaii International Conference on System Sciences . The study examines the impact of social media for search engine rankings in the hotels sector.
Link to the academic paper - slideshare