How the Guardian Mobile Lab and MaassMedia efficiently analyzed qualitative data from thousands of survey responses with natural language processing.
In a recent article, “Analysis Without Benchmarks: An Approach for Measuring the Success of Mobile Innovation Projects,” we discussed how MaassMedia and the Guardian Mobile Innovation Lab worked together to develop survey questions that enabled the lab to analyze users’ reactions to new mobile news formats (such as their experiment sending real-time updates on the 2016 US presidential election results to users’ lock screens). Here we’ll explain why we include open-ended questions in these feedback surveys, and how we developed a natural language processing algorithm to evaluate the sentiment of thousands of users’ free-form responses.
Despite the strain on resources and energy, the holidays are the most wonderful time of year for data-driven eCommerce professionals. High traffic and large purchase sizes offer rich customer data for robust analysis.
However, three challenges retailers face during the holiday season (and, in reality, all year round) include:
1. How to extract meaningful, actionable insights from analytics data
2. How to ensure data is accurate for decision-making
3. How to meet deadlines for development work to capture data
A “famous” story in the data analytics community occurred in America during WWII, a time when the most skilled engineers and scientists worked together to solve our country’s most challenging problems. Through compiling data about post-battle plane damage, these talented individuals thought they might be able to improve plane structures to protect them against enemy fire. Discovering that the planes which had returned from battle were often shot around the wings, this team decided to add extra armor to the wings of new fighter planes. Unfortunately, this strategy did not impact the survival rate of planes. Continue reading >
This blog was originally published on LinkedIn Pulse by Adam Gitzes on January 5, 2016.
The most valuable e-commerce consumer is a “habitual consumer.” A habitual consumer will purchase multiple times through the same brand’s website at full price, with little to no marketing driving the purchase. Habitual consumers drive the highest profits for companies. Therefore, the more habitual consumers a company has, the healthier its long-term financial outlook will be.
Companies spend a lot of money on marketing all of the time without knowing how effective it is. This is because marketing’s goal is to drive incremental sales lift, and that “incremental” term is very challenging to measure. Incremental sales driven by marketing can be considered (Actual Sales – Sales that would have happened without marketing). How can companies know if a sale would not have happened without marketing? Continue reading >