The role of maths and statistics in the world of web analytics is not clear to many marketers. Not many talk or write about the usage of statistics and data sci

Attribution modelling is the process of understanding the customer purchasing journey and determining the most effective marketing channels / campaigns for inve

The Book of R is a comprehensive, beginner-friendly guide to R, the world’s most popular programming language for statistical analysis. Even if you have no pr

Attribution modelling is the process of understanding and assigning conversion credit to marketing channels. The primary objective of attribution modelling is t

The fundamental mathematical tools needed to understand machine learning include linear algebra, analytic geometry, matrix decompositions, vector calculus, opti